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“Data” is a word so bland it seems to say nothing, but consider that pivotal scene in the old movie, Soylent Green, when the cry goes up: “Soylent Green is people!” Realizing that data represents people — individuals, with individual interests and needs — is the key behind Phil Bienert’s controlled shift at GoDaddy from a focus on simple brand awareness to one that is personalization and data-driven, which is to say, people-driven. Phil Bienert, chief marketing officer at GoDaddy, will divulge the tools and tactics behind this kind of personalization at the upcoming Marketing.FWD Summit.

GoDaddy made its name as an Internet domain registrar and supplier of provocative Super Bowl ads, but has since evolved to become one of the largest technology companies dedicated to the needs of small businesses. Bienert saw that market shifts and technology changes called for the company to move into metrics-driven offerings for its small business customers — some with as few as five people on staff. With a well-established brand and savvy leadership, the company’s move into services such as email marketing and SEO marketing and optimization has been swift and successful.

Bienert has overseen the implementation of technology that assesses where customers are in the marketing funnel and then delivers personalized messaging across multiple channels. And that data is continually being refined for better targeting. GoDaddy helps businesses recognize which customers might make the best use out of which product, when it’s best to offer that product, and what channel can best deliver that offer to that particular customer. Numbers yes, but people first.

Don’t be surprised if Bienert delves into these customer “micro-channels” in his summit talk, and lays out how carefully the customer journey can be plotted—and fulfilled—through careful application of pinpoint messaging. At the most fundamental level, GoDaddy makes a concerted effort to analyze customer need, and then employs the most sophisticated technologies to serve those needs in the most beneficial ways possible.

Bienert will explore how to spark engagement, which in turn leads to action, and will likely offer insight into the company’s recent push into international markets. Customer segmenting certainly isn’t anything new, but GoDaddy’s stellar use of the tools behind it is well worth a listen.

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