Hey New York,
I just came across this article yesterday after attending a similar session at Summit in April - and it is really great so I thought I would share it. It talks about what you can do, if you think a little outside the box, with tokens. I have already taken the first step towards creating a more personalized dynamic experience to people who sign up to our blog with different tokens, which I will update monthly, relating to content based on what vertical they self identify. Anyway, here is the article (not written by me):
Enjoy and if you have any other creative ideas on how to use tokens like this, especially for saving time, please let me know!