David C. Edelman
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David C. Edelman

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David has a long history of Personalization work stretching back more than three decades. In 1989, he wrote the Boston Consulting Group (BCG) classic article, “Segment-of-One Marketing,” in which he predicted the possibilities of Personalization. Since then, he has chronicled the evolution of the field, offering the visionary ideas he’s developed as a practitioner and a consultant. David has worked with dozens of companies on Personalization, AI, and Agile marketing at BCG and Digitas before transforming Aetna’s approach to customer experience while serving as the company’s Chief Marketing Officer. His six articles in the Harvard Business Review cover the evolving Customer Decision Journey, the Future of Customer Experience, and the Implications of AI for Management Leaders and Boards. Today, he is an executive advisor and board member to brands and technology providers, is an advisor to BCG, and teaches at Harvard Business School. Forbes has repeatedly named him one of the Top 20 Most Influential Voices in Marketing, and Ad Age has named him a Top 20 Chief Marketing and Technology Officer. A music fanatic and avid tenor sax player, David lives in Cambridge, MA with his wife Miriam and their two labradoodles, where they periodically host their three grown children.
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