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Agenda & Speakers

Harnessing Your Customer Data to Deliver Next-Level Experiences

Tuesday, September 20, 2022 - 12:00 PM - 12:40 PM

How can you create moments that matter with your best customers? Brand marketers know they need a seamless flow of data to deliver the elevated experiences their customers seek and create deep, emotional connections between their brand and their best customers. But even with a robust platform and wealth of loyalty and marketing information, it’s challenging to develop a holistic view of your customers—resulting in an inability to show up for them in relevant ways throughout their journey. 

Learn how to leverage your data to meet your customers where they are by: 

  • Increasing your ability to deliver personalized content, communication, and experiences informed by a 360-degree view of your customer 
  • Optimizing your customer engagement to create more genuine real-time experiences utilizing advanced predictive analytics 
  • Connecting disperse and disparate sources and applying data science to the aggregated output to make more informed decisions, faster 


Emily Merkle, Partner - Analytics and Data Science, ICF Next

Emily leads our global analytic team of analytic experts, data scientists, and data visualization specialists. She’s responsible for developing and implementing analytic strategies for clients across multiple industries, from retail to hospitality to travel. Throughout her career, Emily has led and developed data strategies, advanced analytic solutions, and data-driven insights that contribute to business growth for customer relationship management (CRM) and loyalty programs, marketing departments, and financial institutions. She supports clients in their analytic journeys to increase personalization and optimization of marketing, communications, CRM, and loyalty through advanced predictive analytics and a test-and-learn approach.

Sarah Pannacciulli, Director of CRM Strategy and Enablement, Wyndham Hotels and Resorts

Sarah Pannacciulli serves as Senior Director, CRM Strategy and Enablement, at Wyndham Hotels & Resorts, one of the world’s leading hotel brand franchisors and hotel management services providers with over 8,900 hotels across 95 countries under 21 hotel brands.
In her role, Sarah is focused on driving direct channel contribution, loyalty occupancy and Rev Par index. As a data-driven storyteller, she’s responsible for connecting data from multiple sources and assessing the impact of Wyndham’s multi-channel marketing investments to drive actionable insights and business strategy.

Tom Madden, Managing Partner - Customer Loyalty and CRM, ICF Next

Tom leads our loyalty and CRM Division, where he oversees program integration and implementation, and flawless execution for loyalty and CRM efforts across a variety of industries, as well as the design and optimization of our proprietary loyalty and CRM platform, Tally™. He previously led our loyalty strategy team and client success team. He also led the design and build of Allegiant Air’s loyalty program, and our multi-year Hilton Honors loyalty program integration, enabling Hilton to update their loyalty strategies and grow their member base to over 100 million. Additionally, Tom led the Sun Country Airlines loyalty program strategy overhaul and implementation.

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