Palo Alto, CA
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Mastering User Behavior Analysis for Go-To-Market Growth

Brendan Fortune - Left Aligned

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Or watch the recorded webinar on YouTube here.

What we covered

In this session, Aseem Chandra and Brendan Fortune, Chief of Staff for Product Design and Engineering at, shared valuable lessons for businesses looking to improve customer engagement, data-driven decision-making, and adapt to the changing CDP market. Here are the key takeaways from the event:

Adapt to Customer Needs

The transformation of from primarily an email marketing company to a comprehensive Customer Data Platform (CDP) serves as an example for businesses looking to grow and innovate. As Brendan and the team recognized that their most successful clients were leveraging CDPs to enhance customer communication, they adapted their approach to provide a cost-effective CDP that caters to a broader audience. To achieve long-term success, it’s crucial to be adaptable, embrace change, and adjust offerings to serve your audience better.

Leverage Data for Personalization 

Applying a data-driven approach has played a pivotal role in’s customer engagement strategy. Brendan cited Mailgun as a great example of this approach. By integrating data from their data warehouse into, Mailgun significantly improved its onboarding campaign and increased onboarding completion rates by 30%. Crafting tailored communications that genuinely connect relies on understanding customer behavior and preferences.

Define Your Unique Value Proposition 

Taking a unique approach within the CDP market, prioritizes communication optimization, affordability, and the integration of modern technology stacks. In contrast to some CDP solutions that mainly focus on profile storage, emphasizes seamless integration with their ‘Journeys’ product, providing a comprehensive customer data view. Defining and strategically leveraging your unique value proposition, be it based on cost-effectiveness, specialized features, or innovative methods, plays a pivotal role in shaping your business strategy.


Brendan Fortune
Chief of Staff  – Product, Design, and Engineering @
Aseem Chandra
Co-founder & CEO @ Immersa