Stephen H. Yu

Stephen H. Yu

Stephen H. Yu is a world-class database marketer. He has a proven track record in comprehensive strategic planning and tactical execution, effectively bridging the gap between the marketing and technology world with a balanced view obtained from more than 30 years of experience in best practices of database marketing. Currently, Yu is president and chief consultant at Willow Data Strategy. Previously, he was the head of analytics and insights at eClerx, and VP, Data Strategy & Analytics at Infogroup. Prior to that, Yu was the founding CTO of I-Behavior Inc., which pioneered the use of SKU-level behavioral data. “As a long-time data player with plenty of battle experiences, I would like to share my thoughts and knowledge that I obtained from being a bridge person between the marketing world and the technology world. In the end, data and analytics are just tools for decision-makers; let’s think about what we should be (or shouldn’t be) doing with them first. And the tools must be wielded properly to meet the goals, so let me share some useful tricks in database design, data refinement process and analytics.” Reach him at stephen.yu@willowdatastrategy.com.

January 17, 2020 Data Will Lead Marketers Into a New World in 2020

What will be so different in this ever-changing world, and how can marketers better prepare ourselves for the new world?

July 25, 2019 Even AI Needs Clean Data in Order to Be the Shiny Object

There are many methods to cleaning data to make it usable, and AI with exclusively raw data can be unintuitive and ineffective.

March 23, 2017 Key Elements of Complete Personalization

I have been writing about using “model-based” personas stemming from a 360-degree customer view for personalization for some time now.

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