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Jennifer Benz March 24, 2015 1 min read

Ready, aim, target: Use your data effectively to personalize benefits messages

Three years ago, Target Corp. used data mining to send a teenage girl information about products that would be useful to expectant mothers and newborns. There was just one hitch—her father didn’t know his young daughter was pregnant.

Similar to large retailers, large employers are sitting on a mountain of data about what your employees need, want and use. Yet, few companies effectively harness that data with an eye toward better communication—and in a way that feels inviting and inclusive, not invasive and inappropriate.

Join the fourth session in our 2015 Benefits Communication Master Class, “Data drives decisions: Segmenting and targeting benefits communication,” to learn how to use data in combination with focus groups to better understand your employees’ needs so you can communicate with them in ways that resonate. 

This session will also cover the landscape of targeted messaging, from simple versioning techniques to sophisticated personalization—similar to work we did in 2013 with the University of California. No matter the size of your company or budget, you’ll leave with methods to better connect with your employees. I’ll lead the session and leave plenty of time for Q&A.

If you’re interested in continuing education, this session also is approved for 1 (HR General) recertification credit hour toward PHR, SPHR and GPHR recertification through the HR Certification Institute.

Register today! I look forward to you joining us for this and the remaining sessions in our Master Class series.


Jennifer Benz

Jennifer Benz, SVP Communications Leader, has been on the leading edge of employee benefits for more than 20 years and is an influential voice in the employee benefits industry.