Agenda

DAY 1: EXPLORING THE NEW CONSUMER JOURNEY
AND METHODS FOR CONNECTING MUTILPLE TOUCH POINTS TO CREATE A SINGLE CUSTOMER VIEW NECESSARY FOR CREATING PERSONALISED, MULTICHANNEL STRATEGIES
WHILST OPTIMISING MEASUREMENT TO DETERMINE ROI

9.00 Chair's Opening Remarks

Marcus Hodgkinson, Managing Director, Sophus3

PROVIDING A 360 PERSPECTIVE OF THE CONSUMER JOURNEY
UTILISING DATA ANALYTICS TO ILLUSTRATE THE COMPLETE MULTICHANNEL CONSUMER JOURNEY: UNDERSTANDING WHAT DRIVES, CHANGES AND EXCELS THE CUSTOMER RELATIONSHIP WITH THE BRAND

KEYNOTE PANEL: A HOLISTIC VIEW OF THE CONSUMER JOURNEY

9.10 A 360 Perspective: Leveraging Data Analytics To Depict The Evolving Consumer Journey, Create A Single Customer View And Optimise The Customer Experience Of The Brand

  • Catching the consumer : exploring the evolving dynamics of the new digital consumer ecosystem
  • Leveraging analytics to create a single customer view:
    o     What drives the customer experience?
    o     What impacts the customer experience?
    o     What are the customer expectations of the brand?
  • Discussing methods for enhancing the flow through the customer journey to enhance engagement, value management & retention
  • Evaluating what drives a consumer to transition in their journey from a consumer mentality to a shopper mentality
  • Exploring what activates brand awareness and emotional engagement with a brand to determine strategies for driving sales

Thomas Kleine, Director Business Intelligence, The Coca-Cola Company

Nicolas Deturck, Customer Intelligence & Marketing Manager, Volkswagen

Chi Igboaka, Head Of Performance Marketing,Travelex

CREATING A SINGLE CUSTOMER VIEW: CONNECTING TOUCH POINTS
PROVIDING PRACTICAL EXAMPLES OF HOW BUSINESSES ARE COMBINING DATA FROM MULTIPLE TOUCH POINTS TO CREATE A SINGLE CUSTOMER VIEW

CASE STUDY: COMBINING DATA TO CREATE A SINGLE CUSTOMER VIEW

9.50 Integrating Data To Create A Single Customer View Necessary For Understanding True Value And Guiding Successful Brand Decisions

  • Integrating multiple data sources in a manageable, insightful way
  • Creating a single view of the consumer across CRM, Social and Consumer Contact Centers
  • Leveraging a single customer view to determine the value of social media
  • Reinventing the digital industry; not being reinvented by it

Rick van Yperen, People Data Innovation Manager, Unilever

10.10 Question & Answer Session

10.20 Morning Refreshments In Showcase Exhibition Area

OPTIMISING ONLINE & OFFLINE TRACKABILITY AND MEASUREMENT
EVALUATING THE LATEST METHODS FOR TRACKING CONSUMERS AND MEASURING PERFORMANCE ACROSS ONLINE & OFFLINE TOUCH POINTS TO 
REFINE ROI AND DRIVE IMPROVEMENTS TO THE CUSTOMER EXPERIENCE

THE MULTIPLIER EFFECT: CROSS CHANNEL ATTRIBUTION

10.50 Analysing Advanced Cross-Channel Measurement Practices To Understand How Each Individual Touch Point Can Incrementally Improve The Customer Experience

  • Determining the level of incrementally that brands gain from customers who shop across multiple channels
  • Providing practical examples for performing advanced mathematics to determine cross channel attribution
  • Leveraging metrics from cross channel measurement to determine how to avoid brand erosion
  • Evaluating technical capabilities for reducing the number of tools required for facilitating measurement across multiple channels

Nicolas Deturck, Customer Intelligence & Marketing Manager, Volkswagen

11.20 Question & Answer Session

STRATEGIC INSIGHTS ON DIGITAL PERFORMANCE

11.30 Gaining Actionable Insights From The Car Buying Consumer Journey To Deliver Meaningful Experiences

  • Providing a roadmap of the digital customer journey within an evolving consumer ecosystem
  • Understanding digital media & channel performance to optimise engagement strategies
  • Identifying competitors to benchmark performance
  • "It's all about attrition and engagement!"

Marcus Hodgkinson, Managing Director, Sophus3

12.00 Question & Answer Session

12.10 Networking Lunch In Exhibition Showcase Area

MEASURING PERFORMANCE OF TOUCH POINTS

1.10 Measuring The Performance Of Different Touch Points Along The Customer
Decision Process

  • Case study starting point : Identify the impact of touch points on the purchase decision to create the right content and mix
  • Approach : LiveExperienceTracking -  a new single-source method accompanying consumers through their offline, digital and social touch points
  • Insights : Evaluating means for combining quantitative and qualitative measurement to determine which touch points should be prioritised (with examples how core questions were answered in the case study)
  • Key success criteria : crucial aspects of the project set up and research design

Katrin Huss, Director Consumer & Business Insights, Sennheiser Electronic

1.40 Question & Answer Session

OMNI-CHANNEL CONTACT STRATEGIES: SEGMENTATION & MASS PERSONALISATION EXECUTING AN OMNI-CHANNEL CONTACT STRATEGY CAPABLE OF MOVING AWAY FROM MASS COMMUNICATION AND INTO MORE PERSONALIZED CONSUMER DIALOGUE

PANEL: DIVIDE & CONQUER - OMNI-CHANNEL, SEGMENTATION & PERSONALISATION

1.50 Utilising Segmentation To Enable Mass Personalisation And Design Unique Targeted Campaigns As Part Of An Omni-Channel Contact Strategy

  • Utilising data insights to design an omni-channel consumer interaction strategy that contributes to sustainable, profitable growth while delivering a brand-enhancing consumer experience
  • Designing a consumer interaction strategy rooted in advanced Consumer DNA, personalization and segmentation
  • Managing the transition from product focus and mass marketing to consumer & lifecycle focus and personalized dialogue
  • Exploring methodologies for changing brand perceptions on a targeted, personalised level through use of customer analytics
  • Determining how to cost-effectively personalise digital marketing to maximise consumer interaction with campaigns

Dave Robinson, Head Personalisation, Boots UK & Ireland

Katrin Huss, Director Consumer & Business Insights, Sennheiser Electronic

2.20 Afternoon Refreshments In Exhibition Showcase Area

DRIVING A CONSUMER-FACED BRAND EXPERIENCE
PROVIDING A FORENSIC ANALYSIS OF HOW TO UTILIZE RESEARCH, DATA AND CREATIVITY TO KEEP UP WITH EVOLVING CONSUMER EXPECTATIONS

FROM VISION TO VALUE

2.50 Overcoming Analysis-Paralysis And Utilizing User Research To Drive Simplicity In Product Design

  • Outlining Swisscom's vision, research and tools utilized to achieve the goals of a consumer-focused telecoms network
  • Relying on research: A practical analysis of the extent to which you can trust and action against research to meet customer expectations
  • Examining practical strategies for meeting consumer expectations without sacrificing NPS values
  • Marrying research and data with creativity to become even more customer focused
  • Illustrating how to adapt product design to meet changing customer experiences and user perception

Guy Papstein, Head of Design|UX & ID, Swisscom

3.20 Question & Answer Session

CUSTOMER LIFECYCLE OPTIMISATION
EXAMINING THE IMPORTANCE OF ENSURING CLARITY OF COMMUNICATION FOR OPTIMISING THE ACQUISITION, CONVERSION, RETENTION AND REACTIVATION PHASES

LIFECYCLE OPTIMISATION

3.30 A Cautionary Tale: Evaluating How To Ensure Clarity Of Communication For Data & Analytics Strategies To Optimize The Full Customer Lifecycle

  • Analyzing the role of Automated Analytics and examining strategies for ensuring clarity of communication between agencies and clients
  • Exploring how well equipped organisations are to utilize and profit from real-time analytics
  • Determining the value of Real-Time Analytics and how well equipped organisations are to handle and benefit from its use
  • Exploring some of the misconceptions in Data & Analytics and their implications on a brand:
         o     Correlation & Causality
         o     KPIs & Metrics
  • Using Analytics outputs to justify what is being done rather than let the analysis objectively help you uncover the truth

Srinivasan Rajagopal, Marketing & Analytics Lead, TCS

4.00 Question & Answer Session

4.10 Chair's Closing Remarks

Marcus Hodgkinson, Managing Director, Sophus3

4.20 - 5.20 Networking Drinks Reception In The Exhibition Showcase Area

                            

DAY 2: DRIVING ANALYTICS-LED DECISIONS THROUGH AN ORGANISATION AND INTEGRATING REAL TIME DATA, SOCIAL MEDIA, MOBILES, WEARABLE TECH & LOYALTY SCHEMES AS TOUCH POINTS TO DRIVE THE BRAND EXPERIENCE

9.10 Chair's Opening Remarks

Thomas Kleine, Director Business Intelligence, The Coca-Cola Company

DRIVING RESULTS THROUGH THE LINES OF MANAGEMENT
PROVIDING REAL WORLD CASE STUDIES FOR INTEGRATING DIFFERENT DEPARTMENTS TO DRIVE DECISIONS THROUGH AN ORGANISATION AND DELIVER CROSS-FUNCTIONING IMPLEMENTATION OF ACTIONABLE INSIGHTS

KEYNOTE: DRIVING DECISIONS THROUGH AN ORGANISATION

9.20 Analyzing How British Gas Are Utilizing Data To Deliver Improved Customer Experiences

  • Revealing how British Gas has implemented Big Data capabilities;
  • Analysing how these new capabilities have enabled improved experiences for British Gas customers and engineers
  • Exploring how these new capabilities will support the building of stronger relationships with customers.

Tom Beattie, Head of Enterprise Data Operations, British Gas

9.50 Question & Answer Session

CASE STUDY: CHANGING THE CLIENT / AGENCY PARADIGM

10.00 Illustrating How To Implement A Change Management Plan For Transforming The Traditional Client / Agency Model To Win Efficiency, Consistency And Brand Positioning

  • Analysing how suitable the traditional agency fee-based structure is to meet new media requirements expanding beyond above the line media
  • Laying down the foundations: Determining how to implement a good change management plan to overcome human fears and investment changes
  • Quantifying the benefits of changing the client / agency paradigm to improve the way you receive data, material and KPI reports and maximise efficiency
  • Evaluating the effectiveness of consistently reaching consumers through all touch points through the new client / agency structure

Nicolas Deturck, Customer Intelligence & Marketing Manager, Volkswagen

10.30 Question & Answer Session

10.40 Morning Refreshments In Exhibition Showcase Area

DIGITAL TRANSFORMATION
EXPLORING THE STRATEGIES FOR OPTIMISING ORGANISATIONAL ALIGNMENT NECESSARY FOR EXECUTING SEAMLESS CUSTOMER EXPERIENCES WITHIN AN EVOLVING CONSUMER ECOSYSTEM

ORGANISATIONAL ALIGNMENT

11.10 Digital Transformation: Examining The Internal Organizational Transformation Required To Deliver A Seamless Customer Experience Which Can Easily Evolve And Adapt To The Ever Changing Landscape

  • Streamlining ways of working and breaking down silos across all stakeholders in the Marketing delivery process
  • Leveraging marketing technology standardization to bridge the gap in the organization
  • Creating an environment of transparency and accountability
  • Sharing knowledge and best practices
  • Achieving efficiencies, effectiveness and compliance

Adele Ghantous, MD, Lapis Angularis

11.40 Question & Answer Session

ROUND TABLE DISCUSSIONS:
REAL TIME DATA, SOCIAL MEDIA & MOBILE STRATEGIES

The chair will provide brief opening remarks framing the debate and then it will open up to discussion between delegates. Delegates will be split into groups and the first half of the session will be spent discussing the answers to the following questions. The second half of the round table will be used to share ideas on the following key topics with the other delegate groups.

PART A of the interactive roundtable discussion will allow attendees to share practical examples for optimizing the use of real time data to create strategies for enhancing the customer experience.

PART A: LEVERAGE THE "NOW" - REAL TIME DATA STRATEGIES

11.50 Utilising Real Time Data To Project Trends And Create Relevant, Reactive Strategies For Improving The Customer Experience

  • How are you currently integrating real time strategies with channel & content strategies?
  • What do you feel is the best way to bring data into the real time marketing processes?
  • What have you seen in terms of the effectiveness of leveraging real time data metrics, combined with data analytics, to project trends ahead of time?
  • What is your experience of managing the resources required to action real-time data?
  • How is the evolving digital consumer ecosystem affecting the value of real-time marketing?
  • How do the experiences of utilizing real time data analytics shift across different industry verticals (Automotive, FMCG, Retail, etc.) and what are the transferable lessons?

Moderated By:

Thomas Kleine, Director Business Intelligence, The Coca-Cola Company

12.30 Networking Lunch In Exhibition Showcase Area

PART B of the interactive roundtable discussion will allow opportunities for attendees to explore best practices for integrating social and mobile touch points into the whole brand process and utilising consumers as vehicles to drive awareness.

PART B: INTEGRATING SOCIAL MEDIA & MOBILE TOUCH POINTS

1.30 Analysing Processes For Integrating And Monetising Social Media & Mobile Technology Touch Points To Drive The Brand Experience & Activate Brand Advocates

  • Are brands currently structured to make social media and mobile strategies relevant?
  • What are your experiences of capturing social behavioral insights that can be transferred and utilized in brand communication?
  • What have you seen in terms of effective strategies for leveraging social media as a medium for loyal customers to evangelise your brand?
  • How are you currently integrating social media and / or mobile touch points as a multichannel marketing strategy to enhance the emotional connection & interaction with your brand?
  • What is your experience of leveraging data captured from mobile devices and integrating this with other digital and non-digital touch points?
  • What do you feel is the best way to leverage smartphone IDs and integrate data from multiple apps to develop effective mobile strategies?

Moderated By Chair

UTILISING DATA ANALYTICS TO CREATE & OPTIMISE LOYALTY PROGRAMS
UNDERSTANDING HOW TO LEVERAGE DATA ANALYTICS TO DESIGN AND OPTIMISE TARGETED LOYALTY PROGRAMS WHICH MAXIMISE CUSTOMER SATISFACTION AND DRIVE LONG-TERM VALUE

CASE STUDY: OPTIMISING EXISTING LOYALTY PROGRAMS

2.10 Utilising Data Analytics To Evaluate Loyalty Program Performance And Optimise Features For Boosting The Customer Experience

  • Exploring methods for amassing information gleaned from loyalty schemes with broader data to unlock the value in the next generation of loyalty programs
  • Outlining how customers use of loyalty programs is evolving to quantify the need for integrating payments via mobile to create a fuller customer experience
  • Comparing customer behaviour before and after joining loyalty card programs to identify how the scheme can help excel the customer journey
  • Utilising data gleaned from existing loyalty schemes to re-define your program

Dave Robinson, Head Personalisation, Boots UK & Ireland

2.40 Question & Answer Session

OPTIMISING NEW PRODUCT LAUNCHES
IMPLEMENTING LEAN & AGILE TECHNIQUES FOR UTILISING DATA & INSIGHTS TO DRIVE INNOVATION & NEW PRODUCTION DEVELOPMENT

CASE STUDY: DATA-DRIVEN NEW PRODUCT LAUNCHES

2.50 Using Data And Insight To Drive Innovation And Create New Products That Can Be Effectively Driven To Market

  • Leveraging data on customer behavior to create new products that resonate with consumers
  • Examining the implementation of lean and agile techniques that cross organisational silos to get new products to market at speed
  • Evaluating the efficiencies of a data-driven test and learn process for launching new products to market

Marc McNeill, Director Customer Experience, Auto Trader UK

3.20 Question & Answer Session

3.30 Chair's Closing Remarks & Live Apple TV Draw

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