How Leading Brands Leverage Data to Scale Personalization - Activate Summit 2026

How Leading Brands Leverage Data to Scale Personalization

Oliver Marley • Senior Data Scientist at ATG Entertainment

Personalization doesn’t break at scale—bad data strategies do. In the high-stakes world of live entertainment, the challenge is turning fragmented data into real-time "moments-based" marketing. Join Oliver Marley, Senior Data Scientist, as he reveals the technical architecture ATG Entertainment uses to deliver relevance to millions of fans. This session dives into the data science models and Iterable integrations that power smarter decisions. Attendees will learn how to utilize recommendation models for instant personalization and use fallow cell testing to prove true incrementality. Move past the buzzwords with a practical roadmap for building a data engine that evolves alongside customer behavior.

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