Using Data to Build Loyalty with Klaviyo's CDP with Gina Potenza from Klaviyo - EP011

How can eCommerce brands harness the power of customer data to drive growth and build loyalty?

In this episode, Gina Potenza, Klaviyo’s CDP (Customer Data Platform) and Data Solutions Manager, reveals how Klaviyo’s CDP empowers marketers to fin fresh insights and deliver hyper-personalized customer experiences. With over a decade in MarTech, Gina brings her expertise to explain how even small brands can leverage advanced data strategies without the complexities or costs of traditional enterprise tools.

Gina shares practical applications of Klaviyo’s CDP, such as using RFM analysis to prioritize high-value customers, simplifying segmentation for smarter targeting, and optimizing product recommendations based on real purchasing behaviors. She emphasizes the importance of putting data into marketers’ hands, enabling them to grow faster without losing out on deep customer relationships.

This engaging discussion explores the evolution of data-driven marketing and why having access to advanced analytics is one of the keys to scaling successfully.

If you’re ready to transform your approach to using the data you already have about your customers, this episode is a must-listen!

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0:00 Introduction and Setting the Stage
1:46 Gina’s Journey into MarTech
4:07 Understanding Klaviyo’s CDP
10:59 The Power of First-Party Data
18:22 RFM Analysis and Customer Segmentation
22:29 Real-World Use Cases for eCommerce Brands
25:35 Solving Growth Challenges with Data
28:48 Catalog Insights and Next-Step Recommendations
32:03 Future of Klaviyo’s CDP and Analytics
40:07 Key Takeaways and Closing Remarks

About our Guest, Gina Potenza:
Gina Potenza is the CDP and Data Solutions Manager at Klaviyo, where she helps enterprise clients optimize customer data strategies and drive growth. With an MBA from Duke University and over a decade in SaaS and digital marketing, Gina excels in relationship management, collaborative problem-solving, and crafting data-driven solutions for leading media and consumer brands.

About Our Host, Ethan Giffin:
Ethan Giffin is the founder and CEO of Baltimore-based Groove Commerce, a premier eCommerce agency that helps mid-market brands design, build and grow their eCommerce sites.

Ethan is an industry expert in eCommerce, e-marketing, and the dynamic technologies behind them. For years, Ethan has lived and breathed conversion rates, search engine visibility, and web analytics.
When Ethan isn’t obsessing over SEO, conversion rates and eCommerce architecture at Groove Commerce, he can be found speaking as an industry authority, both nationally and internationally. In his free time, he enjoys cooking, traveling, DJing, and the pursuit of rare pocket squares.

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Links:
Website: www.groovecommerce.com/
LinkedIn:   / groove-commerce  
Facebook:   / igotgroove  
X: https://x.com/groovecommerce
Instagram:   / groovecommerce