The Martech Alchemist: Q&A with Amperity’s Bel Lloyd

In this exclusive Q&A with Women Love Tech, Award-Winning martech expert and Amperity’s new Senior Account Manager in APAC, Bel Lloyd, reveals her career journey and what lies ahead in her exciting role at one of the world’s leading customer data platform (CDP) providers.

1. What attracted you to your new role at Amperity?

I joined Amperity because of the company’s unwavering commitment to customer success and proven ability to deliver real-time business value. What makes us extraordinary is not just our market-leading technology, but our exceptional team and the impact we can achieve together.

Having previously worked at Servco, one of Amperity’s first customers in the region, I experienced firsthand how our platform transforms business operations and drives meaningful outcomes.

At its core, Amperity enables businesses to unify and activate their data to have a deeper understanding of their customers and drive significant business impact.

Equally compelling was the opportunity to work with incredible business leaders like Billy Loizou, my leader here in APAC. After first meeting Billy in 2022, I knew this was someone I wanted to work with one day

2. What excites you about your role in technology?

I’m passionate about being at the forefront of business transformation through data, ML & AI. My goal is to shape how brands build authentic connections with their customers, leaving a lasting impact on our industry.

I’m excited to work with cutting-edge technology like Amperity which makes unprecedented innovation possible. But beyond the technology itself, I’m driven by the opportunity to inspire others, especially women in tech.

This commitment extends beyond my core role – I actively mentor and facilitate programs to bring more women into technology careers. Through speaking engagements and advocacy projects, I champion diversity in tech, sharing insights and experiences at industry events. Being able to educate and advocate for women in tech has been one of my most rewarding professional experiences.

I believe diverse perspectives are crucial for innovation, and I’m excited to contribute to building a more inclusive tech industry.

3. What are some of the current challenges in your Industry?

Today’s brands face an overwhelming data challenge: according to IDC, they now collect five times more data than just four years ago. Yet as we often say, businesses are drowning in data but starving for insights. While companies have access to vast amounts of customer data, there’s a critical gap between having data and deriving meaningful value from it.

The challenge is amplified by today’s multi-channel customer journeys. Modern customers interact across numerous touchpoints and platforms, requiring smarter architecture to make sense of fragmented data. Take Alaska Airlines for example, which needed to unify data from both their owned digital properties and third-party travel agencies.

Traditional architectures simply can’t keep up with the volume of data and complexities. Brands need new AI-powered solutions that can standardize data, resolve customer identities, and activate insights across all their platforms and teams.

4. How are these challenges being addressed?

Amperity is tackling the data explosion challenge through their AI-powered architecture, which serves as the fastest solution to standardize data and resolve customer identities. Their system helps technologists save 90% of their time in building and maintaining customer profiles, making it possible to efficiently manage the increasing volumes of customer data.

The platform addresses the complexity of multi-channel customer data through flexible customization options. Their Customer Data Cloud is designed to be the easiest way to customize data models and make changes for every team or tool. They provide turnkey data models by industry and use case, making it simpler for organizations to adapt to their specific needs.

To bridge the gap between having data and gaining actual customer insight, Amperity offers several key solutions. Their system includes tools for normalizing data with semantic tags, resolving identities using probabilistic matching and rules, and providing data access through Generative AI.

5. How is Amperity leading the charge in technological Innovation?

Amperity’s AI-powered Customer Data Cloud architecture transforms how brands manage and utilize customer data, making vast amounts of information both manageable and actionable. The platform combines semantic tags for data normalization with advanced identity resolution, while zero-copy access through Amperity Bridge transforms raw customer data into usable assets.

Through easy-to-configure AI-powered identity resolution and end-to-end workflow automation, Amperity has created a comprehensive solution that makes complex data management more accessible and efficient while maintaining security and control for technical teams.

6. Why is Amperity a great place to work?

Amperity is the best place I’ve ever worked, and it’s not just about what we do – it’s about how we do it. What stands out most is the freedom to be my authentic self, working alongside exceptional people who share a commitment to excellence.

Our company values resonate deeply with me: we play for each other, build for durability, and focus on making something better today. These aren’t just words on a wall – they’re evident in every interaction, from my first interview through onboarding and ongoing support.

What makes Amperity special is the combination of professional excellence and genuine inclusivity. The company prioritizes flexibility, fairness, and acceptance, creating an environment where everyone, particularly women in tech like myself, can thrive and grow.

There are also incredible employee resource groups that I am actively involved in including Am’parent’y and Women @ Amperity.

The final piece is our customers – they’re the best of the best, pushing the boundaries of data-driven experiences. This allows us to stretch the limits of our technology, serving the future needs of consumers and businesses alike.

About Amperity

Amperity’s Customer Data Cloud empowers brands to transform raw customer data into strategic business assets with unprecedented speed and accuracy. Through AI-powered identity resolution, customizable data models, and intelligent automation, Amperity helps technologists eliminate data bottlenecks and accelerate business impact. More than 400 leading brands worldwide, including Alaska Airlines, DICK’S Sporting Goods, BECU, Planet Fitness, and Wyndham Hotels & Resorts, rely on Amperity to drive customer insights and revenue growth. Founded in 2016, Amperity operates globally with offices in Seattle, New York City, London, and Melbourne. For more information, visit amperity.com or follow us on LinkedIn, X, Facebook and Instagram.