Personalization That Performs: Turning Zero & First-Party Data into Mobile Attributable Revenue
John Johnson, Vibes
As the martech world sprints towards multi-product artificial intelligence and increased automation, we will discuss the true engine driving omni-channel engagement that puts the consumer FIRST — data!
During this session, we’ll explore how bringing data together from multiple sources can power smarter personalization and segmentation across mobile-first channels—including SMS, MMS, mobile wallet, and RCS—to drive stronger loyalty, conversions, and brand engagement.
We’ll also break down the practical differences between masked language models (MLMs) and generative AI and show how each can be used effectively within your marketing stack. Finally, we’ll look ahead to three disruptive mobile marketing trends shaping 2026 and what you can do now to stay ahead of what’s coming.