Optimove’s Senior Director of Sales, Dan Sterling, gave a talk about winning customer loyalty for life. He shared strategies on how to win customer loyalty. He emphasized the value of beginning with the client as opposed to promoting the product or the advertising channel. He advised against using a fragmented approach. He presented and discussed the client lifecycle segmentation model used by Optimove. The key takeaway from Dan’s presentation focuses on integrating predictive models to identify and generate more of your most valuable customers early on, which can help the marketers tailor their campaigns, products and channels.