Business breakfast: Segmentation, personalization, loyalty - how to build a complete customer view in the data era
About
Does your organization have a single, consistent view of the customer? Or does each department see them differently? In the data era, customer knowledge is what drives effective marketing, sales, and service. During this business breakfast, we’ll explore how to move from data chaos to a complete and coherent customer profile that supports action and builds relationships. Let’s talk over coffee - about how to turn data into practical insight.
Why is it worth talking about customer data? Because without a shared model, it’s hard to achieve effective segmentation, personalization, or customer loyalty. Scattered data across systems, inconsistent customer definitions, and lack of reporting standards are everyday challenges for many teams.
At this session, the ANEGIS team will show the journey from data chaos to a unified customer model, discuss how to integrate data from various systems, and explore how to build a 360° customer view in your organization.
Date: November 6, 2025
Location: DoubleTree by Hilton, ul. Skalnicowa 21, Warsaw
Agenda
9:00-9:30 - Breakfast & networking
9:30-11:00 - Main session
Introduction
- Brief introductions of participants and their roles (marketing, sales, service, management)
- Opening question - mini survey from the conference
1. Challenges - customer data
- No shared data model – each department defines the customer differently
- Data scattered across systems (CRM, ERP, Marketing Automation, BI)
- No standard for segmentation and reporting
- Result: lack of consistency and inability to build a unified customer journey
Discussion: Who sees this in their own organization?
2. Case study - from chaos to a unified segmentation model
- Starting point: multiple teams, varied segment definitions, duplicated efforts
Customer segmentation
- Journey: building a shared segmentation model (Market → Demographic → Behavioral → Psychographic → Operational)
- Integration with CRM, Marketo, Databricks, and Segment (we’ll showcase this using our tools)
- Outcome: prioritization of actions, better resource planning, personalized communication
- Key success factors: governance, iterative approach, and a shift in data culture
3. Roundtable discussion - what’s possible in your organization?
Suggested questions:
- What customer data do you currently have - and who has access to it?
- Do you have shared definitions of segments and indicators (e.g., “active customer,” “loyal customer”)?
- How do you connect marketing, sales, and service data?
- What blocks the creation of a 360° view - technology, data, or organizational culture?
4. How ANEGIS can help
Overview of our approach:
- Data discovery and source mapping
- Defining a shared customer model (Customer 360 blueprint)
- Integration and automation (Dynamics 365, Power BI, Fabric, Marketo)
- Brief examples: what a Customer Data Excellence roadmap looks like
5. Summary & networking
- Key takeaways from participants
- Invitation to individual conversations and a post-event diagnostic mini-workshop
Discover how to build a complete customer view and turn data into engaging actions. We look forward to seeing you!
Participation is free of charge, but space is limited. Register via the form.
