Evolving Your Audience Center of Excellence

People and Process Best Practices for Complete Data Management

As the platforms that support management of customer data, audiences, and activation programs evolve, organizations must update the processes that support these platforms. In fact, 42% of marketers cite segmentation and personalized messaging at scale as a current leadership gap, according to a CMO Council survey.

With the advent of the customer data platform (CDP), audience centers of excellence (COE) need to adapt to help organizations fully utilize the unified customer profiles that CDPs enable.

eMarketer was pleased to moderate a Tech-Talk Webinar featuring Adobe's Nina Caruso, senior product marketing manager. She discussed how to bring new teams into the fold, update KPIs, and expand their people and process programs to fully realize the potential of complete data management with a CDP.

Watch this webinar and learn:

How the evolution of data management programs and technology impacts an audience COE

The common audience COE roles, responsibilities, and frameworks that can integrate into your existing structure

Best practices to implement people and process changes in your organization to support a CDP


Nina Caruso Nina Caruso is senior product marketing manager at Adobe. Nina is on Adobe’s Product Marketing team supporting Adobe Real-Time CDP and Adobe Audience Manager. Prior to her current role, Nina led a consulting team at Adobe focused on Audience Manager technical implementations across a diverse client roster. Nina has worked with clients across industries to adapt data management solutions, discover new use cases and augment segmentation practices and processes. Nina is experienced in implementation design, ad operations, audience strategy, and personalization best practices.


Nancy Taffera-Santos is senior vice president of media solutions and strategy at eMarketer. Nancy has been at eMarketer for over 13 years and oversees the media business, developing programs for leading advertisers. Nancy’s background includes 30 years of sales, marketing, and promotions experience in media, web analytics, and test and measurement hardware. In her downtime, Nancy stays active serving on alumni, nonprofit and trade association boards.

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