Alexi Hatch — Chief Marketing Officer, Acoustic
Published:
When we think about personalization, the question really is, is it personalized content or is it a personalized experience? Those are two very different things… I think it is the personalized experience that is the competitive advantage, which then goes back to how quickly can you activate on this data to deliver that personalized experience?
What does Alexi Hatch say on The Agile Brand with Greg Kihlström?
Alexi Hatch, Chief Marketing Officer, Acoustic, says: This interview with Alexi Hatch, CMO at Acoustic, examines the declining usefulness of third-party intent signals, the pitfalls of perfect attribution, and the shift from personalized content to personalized experiences. Hatch argues marketers must prioritize real-time first-party signals, speed over perfect measurement, and enterprise-wide systems that activate data to build durable customer relationships.
From: The Agile Brand with Greg Kihlström
Cite as: Alexi Hatch. (2026). On The Agile Brand with Greg Kihlström. Retrieved from https://research.agilebrandguide.com/insights/alexi-hatch-when-we-think-about-personalization-the-question-really-is