Driving Revenue Growth With Brand Affinity

Brands today face significant challenges in providing a world-class experience to their valued customers. Fraught with organizational silos, brands find themselves with a limited understanding of their customers. Who are they? How do they engage with the organization? What are the touchpoints and interactions that are most important to them across their journey with the organization?

As we know, customers engage with brands in a multitude of financial and non-financial ways. These diverse interactions may include making a purchase, attending events, engaging with sales reps, or consuming website content. Hence, to improve consumer’s experience across this fragmented path of engagement and build long-standing relationships, it is critical to understand consumer’s true affinity with the organization.

In this session, you’ll learn how data, technology and advanced analytics can be leveraged to develop affinity scores for customers and how to transform the customer experience by acting on affinity scores to drive deeper engagement and higher value.

Date & Time

  • June 16, 2021
  • 8:00 AM – 10:30 AM

Featured Speaker:


Sudeshna Sen

VP of Analytics at Merkle

Sudeshna Sen is the VP of Analytics at Merkle and currently leads B2B and Nonprofit verticals. She supports clients with creative data-driven tech-enabled solutions to drive growth in revenue and maximize returns on marketing investments.

She brings 15+ years of B2B and B2C marketing and sales experience to drive sustainable growth across multiple verticals including hi-tech, financial services, retail and health. Prior to joining Merkle, Sudeshna held a key leadership position at NuStats, a market research firm, heading its analytics practice and managing several strategic client engagements.

She is an industry thought leader with multiple publications in CustomerThink, NonProfitPRO and BenefitsPRO. She has a Ph.D. in Civil Engineering from the University of Texas at Austin, MS from University of Illinois at Chicago, and BS from the Indian Institute of Technology at Kharagpur.