Agenda & Speakers

Driving Success with Personalization and the Role of Gamification

Personalizing experiences for loyalty members to create emotional connections is the ultimate goal for loyalty marketers. As advancements in loyalty strategy and technology continue, marketers are finding new ways to bring the experiential component of loyalty to life through gamification strategies and machine learning technologies.
Humans have a natural tendency to interact more deeply in activities that are framed in a game construct, and adding gamification to your loyalty program can create higher and more meaningful levels of engagement. In this interactive workshop discussion, Mitch Kennedy, Program Manager, US Loyalty, Dell and Tad Fordyce, Senior Vice President of Loyalty, Epsilon will take you on a personalization journey. Attendees will learn practical applications of personalization and hear first-hand how Dell achieved success leveraging gamified loyalty mechanics to implement advanced gamification tactics and strategies.
Join Mitch and Tad to be surprised and delighted on the role gamificaiton can play in powering lifetime connections with your customers.


Tad Fordyce, Senior Vice President of Loyalty, Epsilon

As Senior Vice President, Loyalty, Tad is responsible for leading Epsilon’s Loyalty business, including the Agility Loyalty™ solution. Prior to joining Epsilon in January 2016, Tad served as Senior Vice President, Global Commercial Solutions at Visa, where he was responsible for Visa’s B2B payment products around the world. Additionally, he was responsible for business strategy and product management of Visa’s risk, loyalty and business intelligent solutions. Before joining Visa, Tad was the director of database marketing for Hilton Hotels Corporation. Tad holds a Bachelor of Fine Arts in Communications from Southern Methodist University.

Mitch Kennedy, Senior Program Manager of Loyalty & CRM, Dell

Mitch Kennedy is the Dell program manager for US based loyalty programs in support of consumer, small business, and gaming responsible for program structure, strategy, communications, and analytics.  Mr. Kennedy is an expert in the application of games and gamification strategies in loyalty programs and member based communities and brings a deep understanding of the psychological drivers behind game structure and outcomes.  With over a decade’s experience driving key customer behaviors through engagement programs in a variety of industries including travel, golf, retail, consumer electronics, and major sports and music events. 

Agenda Overview

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