Jeannine D’Addario, who on Aug. 22 was named Guitar Center’s senior vice president and chief custom officer, told Multi Channel Merchant she will focus on data analytics to provide a more personalized, relevant experience for all customers.

“We deploy a complex omnichannel approach that analyzes customer purchase behavior across channels, from desktop to customer care to our mobile app,” D’Addario, who came to Guitar Center from Applebee’s, told the publication. “It helps us execute campaigns based on collective insights for cross-sell, upsell and retention, knowing where they are in the relationship and who they are. We slice and dice the transactional data to make sure we’re showing you what’s important, and not overwhelming you with what’s not relevant.”

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