Home > Companies > Thought Leaders > Q&A with Jennifer Bedford, Vice President at Epsilon

Q&A with Jennifer Bedford, Vice President at Epsilon

Q&A with Jennifer Bedford
Jennifer Bedford, Vice President at Epsilon, brings an energetic and passionate approach to all endeavors. With 20 years of experience in client solutions, Jennifer approaches each challenge innovatively. Understanding and applying a balance of both the left and right brain, Jennifer aims to bring about the optimal solution for clients.

For the past 16 years, Jennifer has been engaged in all aspects of marketing solutions and the marketing life cycle. With experience in loyalty, CRM, multi-channel solutions, digital transformation, analytics, and marketing convergence, Jennifer’s strategic business approach looks holistically at clients’ needs and strives to use science and data to truly understand the drivers behind customer behavior.

Having managed multi-million dollar clients and portfolios, Jennifer has led large teams, across organizations and boundaries, resulting in year-over-year revenue growth and improved contribution margins. Jennifer is a dynamic and proven leader, guiding and inspiring teams to think bigger and create the unexpected.

The resounding theme of this decade will be digital transformation. As companies pivoted from in-person to virtual interaction, the digital experience became absolutely necessary.



MEDIA 7: You have been associated with Epsilon for more than twenty years! How has the journey been so far?
JENNIFER BEDFORD: Twenty years at Epsilon has been a wild, exciting ride. When I started, we were similar to a small agency and definitely operated like one. Since then, I’ve seen growth, acquisition after acquisition, ownership changing multiple times, and our services and offerings expand beyond what our imagination could dream of all those years ago. Some of the most interesting observations have been the way our organization has matured and the way we operate now as a large, multi-billion-dollar corporation under Publicis Groupe versus the small agency, family-feel we had all those years ago. We have grown in our breadth and depth of services, from a small print and data processing company to providing a full suite of technology, data, strategy, analytics, digital, and media solutions to our clients.

M7: How high does Epsilon rate ‘data and analytics’ in their core marketing practices and why?
JB: Data and analytics sit at the center of everything we do, which makes its rate very high. It is fundamental in helping our clients achieve their marketing and business goals. Data is the fuel for making accurate, timely, and differentiated decisions. At the core of Epsilon’s PeopleCloud offering is data and identity management, which bridges online and offline data and provides a holistic customer view consisting of the industry’s most comprehensive consumer behavior, intent, and action data. While data is the fuel, analytics is the catalyst. Data coupled with analytics and the ability to model customer behaviors enables our clients to understand and market to their customers in an unparalleled way. Epsilon uses analytic sciences to build predictive models, gain customer insights, apply audience segment scoring, optimize machine learning, and transform our clients’ marketing strategies. These practices sit at the core of enabling our clients to differentiate their strategies and drive results.


Having a strong mobile strategy will be a key differentiator. The ability for consumers to interact when and where they want necessitates that brands can capitalize on this at the moment.



M7: What core strategies does Epsilon adopt to help clients achieve cross-channel marketing success?
JB: The key strategies when approaching cross-channel success are:

1) Understand your audience and how to reach them in the most effective way;
2) Determine your business model and approach to attribution, which naturally differs by client and industry;
3) Have a holistic strategy across your organization on how to approach messaging and content.

Understanding audience segments happens by collecting consumer behavior over time and modeling the best approaches based on what is learned. This is why analytics is so important at Epsilon. We can model customer behavior and predictively determine how various segments of customers are going to behave. From there, we are able to perform an additional test and learn scenarios to understand which channels are the most effective. This enables us to engage customers in the right channels, in the right sequence, as well as attribute ROI to those channels. Further to understanding the right channel mix, we offer strategies in each major channel type to help our clients capitalize on what serves their customers best. 

For example, we have a digital experience practice that has well-established and industry best standards for how to engage customers digitally. On the reciprocating end of that spectrum, we can model anonymous behaviors and provide clients with the most effective approach to engagement and acquisition. Further to understanding your audience is the ability to analyze and attribute response behavior to the various channels. Epsilon has developed multiple attribution models over the years, which provide insights on how audience segments respond in different channels. This enables us to learn how to fractionally attribute each channel’s success to those segments and use the right channel mix and sequence when addressing those audiences. Finally, having an enterprise content and messaging strategy that brings continuity across all channels is key to success.

Historically, channels were siloed and maintained their own strategies. Typically, this would end up with varying customer experiences as well as different uses of the data known about that customer. In effect, the left hand didn’t know what the right hand was doing, and the customer would end up receiving communications in one channel that would be completely irrelevant because that channel lacked information from another. In today’s world, we are seeing a broader convergence across channels, but there is still a winding road ahead. Many companies are on the road to building out a Customer Data Platform that can support enterprise-wide initiatives and capitalize on data captured in otherwise siloed parts of the organization. Having this holistic view of the customer enables better decision-making across channels as well as enables consistent and relevant messaging. Further to that, having a holistic content and messaging strategy enables the organization to gain efficiencies from content reuse and modularization. All of this combined is a win-win-win.

M7: What key suggestions would you give B2B companies fighting to find engagement and acquisitions through social channels?
JB: Specific to B2B, that space can be difficult to breakthrough in social channels. The digital landscape will naturally evolve as generations mature, and the paradigm will shift as new channels come alive, but enabling B2B companies on social channels in today’s world will necessitate creative new strategies and data usage where possible. Starting with organic campaigns, get your brand out there. You never know who you might reach, and by continually building brand awareness, you are increasing your chances of reaching new potential customers. Second to that, paid campaigns can reach specific segments that have a higher propensity to engage with your brand. Using data to narrow your audience's focus on other businesses and specific attributes will increase the likelihood of conversion. Some other creative ways to engage across your business would be YouTube “how-to” and education videos.

By offering up free advice and relevant content, you engage other businesses and draw them into your brand. A hot trend for consideration is the Twitch streaming service offered by Amazon. At first, this might sound irrelevant, but this channel would be focused on younger business owners, and a majority of millennials are involved in B2B purchase decisions. It’s worth making note of newer and up-and-coming social channels to remain relevant.


The digital landscape will naturally evolve as generations mature, and the paradigm will shift as new channels come alive, but enabling B2B companies on social channels in today’s world will necessitate creative new strategies and data usage where possible.



M7: What do you believe are the top three marketing challenges that have arisen in the post COVID-19 era?
JB: The resounding theme of this decade will be digital transformation. We were already heading down this path, but COVID-19 accelerated the journey tenfold. As companies pivoted from in-person to virtual interaction, the digital experience became absolutely necessary. Now that companies have made bold leaps in the digital realm, this pattern will continue. Marketing challenges related to digital transformation will include: 1) how to best reach customers in a digitally saturated space, 2) adopting practices around privacy and data protection, and 3) real-time personalization & decisioning.

In a digitally saturated space, both reaching customers in a compelling way as well as finding innovative ways to replicate the in-store experience virtually will be critical. We’ve seen some creative ideas emerge, such as virtual dressing rooms, virtual “try before you buy”, and enhanced app experiences. These types of differentiators will continue to set the pace as consumers are increasingly more empowered and expect this level of interaction. Reaching customers and breaking through the digital noise can be achieved with the correct use of data. Knowing your customer’s behaviors and communicating with them in a relevant way is key.

Further, having a strong mobile strategy will be a key differentiator. The ability for consumers to interact when and where they want necessitates that brands can capitalize on this at the moment. Having a well-developed app with a seamless experience that incorporates a single view of the customer as well as relevant messaging, offers, and virtual in-store functionality will help brands prevail. Further, streamlining ordering logistics as well as payment options within the app - and other online experiences - will influence customer advocacy of brands. A final interesting twist on the evolution of digital is how the Boomers and Silent generation that previously didn’t have to engage digitally were forced to because of COVID-19. The strategy to reach these audiences should be considered and speaking to these segments differently and purposefully will build their trust as they acclimate to the digital world.

Further, we are seeing a continued emphasis on privacy and data protection. Companies have already pivoted for GDPR and CCPA, and they are now preparing themselves for third-party cookie deprecation. Google recently acknowledged there are multiple paths to a cookieless future and underscored the critical role of first-party data. At Epsilon, we see Google’s announcement as further evidence that our privacy-first identity strategy is future-proofed.  We have spent years developing 5000+ direct relationships with publishers as well as creating an identity graph of over 200MM people.

Ultimately, the ability to personalize the customer experience in real-time will enable the relationship and loyalty with the customer to grow. This theme keeps repeating itself, but the ability to see the customer holistically through a single view will be critical. Having a succinct data strategy that amalgamates consumer behavior across the enterprise will enable the types of personalization and decisioning needed to differentiate your brand. As mobile usage will only increase, the ability to speak in a relevant manner to your customer in real-time will be the expectation and norm.

M7: Could you please tell us about some of the most interesting projects that you have worked on till date?
JB: There are so many interesting projects, I could go on forever! One of my favorite projects early in my career was a preference center for a travel client before preference centers were all the rage. We enabled our client’s customers to choose preferences based on the type of communication, the channels they preferred, and enabled customers to give us insights as to the types of destinations and locations they favored.
Another great project was building out a customer 360 view for our client. We pulled in data from across their enterprise, and at the center of it all was Epsilon’s identity management solution. This was a decade ago before CIAM was such a hot topic. I’ve watched Epsilon���s identity solution evolve in amazing ways over the past decade, including bridging PII and the anonymous world as well as building out a comprehensive set of data and models to accompany it.

I’ve also enjoyed my role in organizational maturity and change management. Our team helped develop an engagement model as well as best practices used across the top accounts in our organization. Our strategies and tactics are organized across our practice in a streamlined manner, and processes have been built to provide consistent review and executive involvement in all of our top accounts.

The latest project I’ve been involved with is our Epsilon Digital Factory. The Factory enables low-cost, efficient digital production as well as reuse and modularization of content for faster speed to market. The Factory is designed to optimally handle production execution so the business can focus on strategy and value-add endeavors.

M7: The best piece of advice you have ever received?
JB: There are several great pieces of advice I’ve received over the years, but a wise mentor once told me, “You have all the responsibility but no authority.”  Being fairly young at the time, I wasn’t sure what he was saying to me; I just knew I needed to execute well. Fast forward years-of-experience later, I realized he was indirectly telling me to use my inherent leadership skills to make things happen. It’s easy to fall into the trap of believing the only ones that can make decisions or institute change are the ones with authority. However, we know that isn’t true. True leadership crosses boundaries and generations, and honing those skills to artfully lead, guide, inspire, and influence those around you is a priceless asset. This was some of the best advice I didn’t even know I was receiving at the time.

ABOUT EPSILON

For 50+ years, Epsilon has been the leader in outcome-based marketing. They enable marketing that’s built on proof, not promises. Through Epsilon PeopleCloud, the marketing platform for personalizing consumer journeys with performance transparency, Epsilon helps marketers anticipate, activate and prove performance. Powered by CORE ID®, the most accurate and stable identity management platform representing 200+ million people, Epsilon’s award-winning data and technology is rooted in privacy by design and underpinned by powerful AI.

In 2019, Publicis Groupe acquired Epsilon in one of the largest acquisitions in marketing history. The event puts Epsilon at the center of operations for Publicis around the world and sets the stage for Epsilon leading the industry in marketing transformation.

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Account Based Data

DemandScience’s End-to-End B2B Demand Generation Products Earn 50 Awards in Winter 2024 G2 Reports

GlobeNewswire | January 10, 2024

DemandScience, a leading B2B demand generation company that accelerates global growth for its clients, today announced that the company’s products earned 50 awards in G2’s Winter 2024 reports. This is the second consecutive quarter DemandScience has won 50 or more G2 awards. Highlights include: four Fastest Implementation awards, three Easiest To Do Business With awards, four Momentum Leader awards, nine Leader and 30 High Performer awards. “Winning 50 G2 awards across our product portfolio underscores DemandScience’s ability to partner with our customers at any point in their demand generation campaign lifecycle to help them exceed their goals and realize a quantifiable ROI – which is vitally important during these times when marketers are expected to do more with less,” said Peter Cannone, Chair and CEO of DemandScience. “We value each and every customer and are especially proud of these G2 awards because they are based on verified reviews from real users of our solutions.” DemandScience’s Winter 2024 G2 awards are both global and regional, including wins in the Americas, EMEA, and APAC. Examples of recent, verified customer reviews of DemandScience on the G2 platform: “The level of knowledge and attention the team provides is exceptional.” “They are very flexible, quick to respond and are thorough from beginning to end. I enjoy having a full program that provides the level of insight and lessons learned once the program wraps up. I’d recommend…” “DemandScience - A win for Lead Gen.” “DemandScience is the best way to get highly qualified MQA (Marketing Qualified Accounts) using content syndication campaigns…” “Klarity by DemandScience is the wind beneath my wings.” “Klarity has been an invaluable and versatile tool for our Growth Marketing team. We have been able to use it in a variety of ways including database building, pulling in specific segments to run campaigns to, and identifying target audiences for us to run in both content syndication and display with DemandScience.” DemandScience’s Content Syndication, ABM Display and B2B Intent Data products won 25 awards: Award Report Easiest To Do Business With Relationship Index for Enterprise Account-Based Web and Content Experiences Easiest To Do Business With Relationship Index for Enterprise Account-Based Advertising Easiest To Do Business With Relationship Index for Mid-Market Buyer Intent Data Providers Fastest Implementation Implementation Index for Mid-Market Account-Based Advertising Momentum Leader Momentum Grid Report for Account-Based Web and Content Experiences Momentum Leader Momentum Grid Report for Account-Based Advertising Momentum Leader Momentum Grid Report for Buyer Intent Data Providers Momentum Leader Momentum Grid Report for Lead Capture Leader Grid Report for Lead Capture Leader Enterprise Grid Report for Lead Capture Leader Small-Business Grid Report for Lead Capture Leader Americas Regional Grid Report for Lead Capture Leader EMEA Regional Grid Report for Lead Capture Leader Europe Regional Grid Report for Lead Capture Leader United Kingdom Regional Grid Report for Lead Capture Leader Enterprise Americas Regional Grid Report for Lead Capture Leader Small-Business Americas Regional Grid Report for Lead Capture High Performer Grid Report for Account-Based Advertising High Performer Grid Report for Buyer Intent Data Providers High Performer Enterprise Grid Report for Buyer Intent Data Providers High Performer Mid-Market Grid Report for Buyer Intent Data Providers High Performer Americas Regional Grid Report for Buyer Intent Data Providers High Performer Americas Regional Grid Report for Marketing Account Intelligence High Performer Europe Regional Grid Report for Account-Based Advertising High Performer Mid-Market Americas Regional Grid Report for Buyer Intent Data Providers Klarity by DemandScience, the company’s B2B marketing and sales Account Intelligence tool for building, sharing, and prioritizing contact lists has won 25 awards: Award Report Fastest Implementation Implementation Index for Small-Business Lead Intelligence Fastest Implementation Implementation Index for Marketing Account Intelligence Fastest Implementation Implementation Index for Sales Intelligence High Performer Small-Business Grid Report for Marketing Account Intelligence High Performer Small-Business Grid Report for Sales Intelligence High Performer Americas Regional Grid Report for Lead Intelligence High Performer Americas Regional Grid Report for Sales Intelligence High Performer EMEA Regional Grid Report for Lead Intelligence High Performer EMEA Regional Grid Report for Sales Intelligence High Performer Europe Regional Grid Report for Lead Intelligence High Performer Europe Regional Grid Report for Sales Intelligence High Performer United Kingdom Regional Grid Report for Lead Intelligence High Performer United Kingdom Regional Grid Report for Sales Intelligence High Performer Asia Regional Grid Report for Marketing Account Intelligence High Performer India Regional Grid Report for Marketing Account Intelligence High Performer Asia Pacific Regional Grid Report for Marketing Account Intelligence High Performer Mid-Market EMEA Regional Grid Report for Sales Intelligence High Performer Mid-Market Americas Regional Grid Report for Sales Intelligence High Performer Small-Business Americas Regional Grid Report for Lead Intelligence High Performer Small-Business Americas Regional Grid Report for Sales Intelligence High Performer Small-Business EMEA Regional Grid Report for Lead Intelligence High Performer Small-Business EMEA Regional Grid Report for Sales Intelligence High Performer Small-Business Europe Regional Grid Report for Lead Intelligence High Performer Small-Business Europe Regional Grid Report for Sales Intelligence High Performer Small-Business United Kingdom Regional Grid Report for Sales Intelligence “Rankings on G2 reports are based on data provided to us by real software buyers,” explained Sara Rossio, Chief Product Officer at G2. “Potential buyers know they can trust these insights when researching and selecting software because they’re rooted in vetted, verified, and authentic reviews.” G2 is one of the world’s largest and most trusted software marketplaces. For more information on G2 Research Scoring Methodologies, visit here. Learn more about what real users have to say at G2’s DemandScience page and Klarity by DemandScience page. About DemandScience DemandScience is the premier B2B demand generation company accelerating global growth for our clients. The DemandScience intelligence platform empowers B2B organizations to swiftly identify the right accounts and target in-market buyers with precision. By combining groundbreaking technologies, machine learning and data science innovation, the company ensures timely delivery of accurate data, intelligence, and insights, adding value to the end-to-end journey from initial engagement to conversion. Founded in 2012, DemandScience provides 1,500 global customers with superior marketing solutions, B2B data, and leads. With a team of 600+ employees across operations in seven countries, DemandScience is certified as a Great Place To Work, named #5 on Fortune Magazine’s 2022 list of the Best Workplaces in Advertising & Marketing, and one of only 143 companies in history to be named to the Inc. 5000 for 10 consecutive years. For further insights on why DemandScience stands at the forefront of transformative demand generation, visit demandscience.com and connect on LinkedIn, X, Facebook, and Instagram. About G2 G2 is the world's largest and most trusted software marketplace. More than 60 million people annually — including employees at all of the FORTUNE 500 — use G2 to make smarter software decisions based on authentic peer reviews. Thousands of software and services companies of all sizes partner with G2 to build their reputation, manage their software spend, and grow their business – including Salesforce, HubSpot, Zoom, and Adobe. To learn more about where you go for software, visit www.g2.com.

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ABM Accounts

NextRoll Named a Market Testing Grantee for Google’s Privacy Sandbox Initiative

GlobeNewswire | January 09, 2024

NextRoll, the San Francisco-based marketing technology company delivering products for ambitious marketers to grow their businesses, today announced its status as a market testing grantee for Google’s Privacy Sandbox initiative. This initiative represents a groundbreaking shift in online advertising, replacing traditional third-party cookies with innovative solutions prioritizing privacy among Google Chrome users. As a trusted tester and collaborator, NextRoll will play a crucial role in shaping the future of secure and personalized online experiences. NextRoll’s participation in the Google Privacy Sandbox initiative signifies an expansion from its previous role within the World Wide Web Consortium (W3C), where it was deeply involved in providing commentary on and proposing solutions for Google’s privacy-first enhancements, a portion of which were ultimately incorporated into the final Protected Audience API. NextRoll is now poised to take an even more hands-on approach by actively testing Google’s newly introduced application programming interfaces (APIs), including verifying the effectiveness of the Protected Audience, Topics, and Attribution Reporting APIs in the first half of 2024. NextRoll is proud to be named a Privacy Sandbox Market Testing Grantee receiving grant funding for engineering and testing-related work to meaningfully contribute testing metrics that are material to the Competition Markets Authority (CMA) review. “NextRoll has always been committed to doing right by our customers and all web users. Our dedication to privacy has been unwavering, even in the era of third-party cookies,” said Andrew Pascoe, vice president of data science engineering at NextRoll. “Now, as the industry evolves, we are thrilled to advocate for solutions that guarantee privacy across all market participants and reinforce our organization’s dedication to fostering a secure online environment.” NextRoll is a leader in adapting to the transforming industry and privacy standards, and acts as a trusted partner and advisor in helping customers navigate digital marketing in a privacy-first space. With Google Chrome moving in the same direction, NextRoll customers gain an early advantage in high-performing advertising through a new approach compared to competitors. About NextRoll NextRoll is a marketing technology company delivering products ambitious marketers use and rely on to grow their businesses. Powered by machine learning and integrated data platforms, NextRoll's technology serves tens of thousands of businesses globally through its two business units: RollWorks, an account-based platform for business-to-business marketing and sales teams, and AdRoll, a marketing and advertising platform for direct-to-consumer brands. NextRoll is a privately-held, remote-friendly company headquartered in San Francisco with additional offices in New York City, Dublin, and Sydney. To learn more, visit www.nextroll.com.

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