Personalisation is only as good as the profile behind it.
Most marketing teams already have the channels they need: email, SMS, WhatsApp, paid ads. What they’re missing is one reliable view of the customer to power them.
Instead, every tool holds its own version of the same person. Messages go out generic, cart reminders reach people who already bought, and ad budgets chase customers who have already converted.
In this session, McGaw and Twilio show how a customer data platform sits underneath the tools you already use and makes them smarter, without ripping anything out. You’ll see a live journey built step by step, and hear how one European business personalises at scale.
What’s covered
- Why more tools has meant more versions of the same customer, and what that costs you
- How a CDP works as a layer under your existing stack, rather than another tool in it
- A live Journeys demo: cart abandonment recovery across email and paid ads, with instant suppression the moment someone buys
Key takeaways
After watching, you’ll be able to:
- Spot where fragmented customer data is holding back your personalisation
- See how a unified profile turns generic sends into relevant ones across email, SMS and WhatsApp
- Understand how real-time suppression cuts wasted ad spend and redundant messages
- Choose a practical first step, whether you already use Twilio or are starting fresh
Presented and Hosted By:
Lawrence Humblet
Lawrence is the Director of Marketing Operations at McGaw, and has 14+ years of marketing technology and analytics experience. He helps companies create clarity from their product, sales, marketing, and app data to answer critical business questions and to build efficient, scalable processes for sustainable growth.
Andrew Byrne
Andrew is a Senior Customer Success Manager at Twilio in EMEA, with over five years across Twilio and Segment. He helps customers get more from their data and messaging, from unified profiles to automated, multi-channel journeys.
