Host: Craig Lee Partner da Vinci Marketing

Host: Khaled Ismail, Regional Vice President Communications, Tetra Pak

Panel: How to use analytics

•    Knowing who your customers are and what they want
•    Making analytics the fuel to unite your strategy, people and processes
•    What data is useful data?
•    Deriving one best 360° version of customer truth useful for your entire organisation
 

Measuring your engagement efforts

•    Getting a complete view of your loyalty programme effectiveness
•    Why repeat behaviour does not necessarily equate to loyalty
•    Vanity metrics: reaching an accurate assessment of social media engagement
•    Deciding which metrics best determine engagement

All the lessons learned from 270 million customers

•    We have more customer data – but are we smarter?
•    Do we respect time of our clients? 
•    From hate to love in the digital era – minutes or seconds? 
•    New generations & new technologies. Why it takes so long? 
•    Missed opportunities – how we can reach 800% ROI

Case study: Personalisation at scale

•    Ever-growing expectations: using analytics to provide a unique, tailor-made service
•    Determining the best segmentation method for your business
•    Impressing the customer with your response to the occasional error
•    Avoiding the ‘Big Brother’ effect

Context marketing in action – the way to creating the best digital customer experiences

•    How do you predict customer behaviors before customers act?
•    How can contextual data about the customer’s digital behavior help create value in the choice of suppliers and services?
•    How do you create personalized, contextual customer experiences that puts the customer at the center based on their behavior and history.
•    How do you meet customers’ expectations of a great experience in all digital channels?
 

The new marketer: hiring Business Intelligence Analysts

Does the loyal customer still exist?

Cognitive analytics: how to make the customer feel less like a number

Making your employees a customer service dream team

Understanding the value proposition for all customer segments

Panel: Ratings and reviews

•    The referral economy: protecting and promoting your brand
•    Collecting accurate, actionable customer feedback
•    Incentivising customers and influencers to review you
•    Rating your customers and effectively handling trolls
 

Panel Joining a coalition loyalty program or running your own standalone program

•    Pros and cons of Coalition vs Own loyalty program
•    Likely costs of Own loyalty program vs Coalition
•    Does a shared data model outweigh the benefits of a standalone programme?
 

The future of advertising

•    Shifting away from publishing-centric mass media
•    Implementing more sophisticated behaviour-driven retargeting
•    Bypassing your competitors with programmatic marketing strategies
•    Understanding the underlying assumptions which inform ad targeting algorithms
 

Discounts, rebates and protecting your bottom line

•    Making your rewards and discounts economically viable
•    Encouraging sustainable, increased expenditure
•    Weighing the effects on pricing power of standard, regular or occasional discounting
•    Points as a transferable currency: how liquid should they be?

O2O marketing: blurring the boundaries

•    Displaying user-generated content to craft authentic stories and a sense of community
•    Accelerating engagement via a two-way dialogue with your customers
•    Achieving true international, cross-platform engagement
•    Geo-locating relevant content to different parts of the world 

Social communities: harnessing the power of recommendations and brand evangelists

NPS: measuring CX and effecting positive change in your organisation

Offline vs. online: building emotional links to each customer

Integrating omnichannel into your customer service strategy

Creating viral campaigns and gauging their impact