How TechStyle Uses Machine Learning for Personalization: Q&A With Danielle Boeglin

"TechStyle brands utilize machine learning to cluster similar products based on different attributes, such as color, fabric, heel height, review information, etc., which then match customer clusters with product clusters to show users the most relevant information." This Los-Angeles based, avant-garde fashion group, which includes brands like, ShoeDazzle, Fabletics and JustFab, seamlessly ties personalization and vertical integration to create a winning combination of brick-and-mortar stores with online retail. We spoke to Danielle Boeglin, vice president of data analytics at TechStyle Fashion Group, to understand how the company marries data and fashion so successfully. From her approach toward customer experience to the role of AI and ML in personalization, Boeglin shares the most useful lessons for marketers in the digital retail space. In this exclusive with Martech Advisor, she throws light on TechStyle's experience with integrating the various components of their martech stack, and more.