Webinar: Audience Segmentation and Targeting in Today’s Digitally-Driven, Customer-Obsessed World

For most marketers hoping to keep pace with today’s competitive, rapidly changing landscape, customer experience initiatives have become the norm. But before marketers can build deeper, more relevant experiences for their customers, they must first identify them.

In this Meet the Analyst webinar, eMarketer principal analyst Lauren Fisher discussed how marketers are crafting audience segments for addressable media using a host of first-, second- and third-party data types.

Watch this webinar, made possible by Sitecore, to learn:

Why proper audience segmentation is critical for brands, and how marketers are managing this today

Best practices from marketers on what types of data sets they are using to segment and target audiences today, and how they’re pulling them together

Plus! Sean Rusinko, director of industry strategy - retail, travel and hospitality at Sitecore, joins the conversation

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Lauren Fisher Lauren Fisher is a principal analyst at eMarketer. Her primary area of focus is on digital advertising topics such as programmatic advertising, cross-device targeting, attribution, identity and the customer experience. Prior to eMarketer, Lauren worked at Business.com managing events and all agency-facing marketing initiatives. Lauren has a BA in Journalism and a BA in Spanish from Pennsylvania State University; she also has an MA in Journalism and Communication from Ohio State University.

Sean Rusinko Sean Rusinko is director of industry strategy - retail, travel and hospitality at Sitecore. Sean is a senior-level marketing and technology professional with expertise in customer experience strategy and digital marketing, who for the past decade has helped marketing leaders achieve both near-term results and long-term growth by formulating, implementing and measuring transformational digital strategy programs. He specializes in personalization and marketing automation, and was the first recipient of Sitecore’s Digital Strategy MVP in 2014.


Jillian Ryan Jillian Ryan is a principal analyst at eMarketer. She covers trends in B2B marketing and sales, digital transformation, customer experience and marketing technology. As a former content and social media marketing director, Jillian has over a decade of experience driving strategy for B2B software startups, ad tech firms and digital media properties.

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