Analytics, Tuesday 31 October 2017

Opening Keynote Plenary


Chair's Opening Remarks

Seema Punwani

How can technology change marketing for the better?

  • What do we think consumers want different from marketers? Do they want to hear from us at all?
  • Let’s talk programmatic: In what ways has been a force for good? Will blockchain help make media buying more transparent?
  • What do marketers actually feel about the Facebook/Google duopoly? Are they using their power fairly? What can disrupt them?
  • Does the digital economy create more opportunities for new brands/start-ups? Or just cement the existing ones’ power?
Moderator: Seema Punwani, Partner, R3
Dipanjan Chaudhuri

Cars as a media platform

  • Mobility has become a global challenge & data will play a crucial role
  • Cars are becoming a new connected media & a new advertising screen
  • Brands will be able to able to leverage this new media in unique ways

Speed Networking


Neworking Refreshments and Exhibition Visit

Mingle and network with other conference attendees over a coffee during the morning refreshment break. This is also a good opportunity to visit the exhibition stands on the show floor to find out more about solutions and services that will help grow your business.

Attribution Modelling

Uma Talreja

Chair's Opening Remarks

Jean Thomas

How to ensure your marketing tech stack makes analytics simple

  • What is the actual difference is between ad-tech and mar-tech?
  • How much has marketing analytics technology developed? To what extent can it accurately track the effect of marketing expenditure?
  • From the marketer’s point of view, how easy is it to build a tech-stack that gives you an apples-to-apples comparison of the effectiveness of your media spend? What are the key challenges?
Uma Talreja

When is last-click attribution useful?

  • When can last-click attribution give an accurate picture of advertising effectiveness?
  • Is the cost effectiveness of last-click attribution worth the possible distortion of ad effectiveness results?
  • Who benefits most when last-click attribution is used?


More networking opportunities over lunch with other conference attendees and speakers. This is also a good opportunity to visit the exhibition stands on the show floor to find out more about solutions and services that will help grow your business

Social Media Metrics

Jacqueline Balchin

What’s the value of a ‘follower’?

  • Why ‘followers’ and ‘subscribers’ are hugely important even if - in and of themselves - they are vanity metrics
  • How a large social media following allows brands to build lookalike campaigns that inform paid social ad spend
  • How engagement with followers allows brands to truly understand how people react to them
Jaclyn Lee

Why measure Engagement Rate and how does it demonstrate effectiveness?

  • What exactly is Engagement Rate and what does it really measure?
  • Why does Engagement Rate matter when it comes to social media?
  • Who should use Engagement Rate as a success metric?
Arnaud Steinkuhler

How to formulate the correct social KPIs

  • Why the ‘perfect KPI’ is an illusion, and social KPIs need to be constantly redefined
  • How can social media marketers make social KPIs relevant to those who don’t care about social?
  • How can marketers ensure that their social KPIs accurately reflect long-term brand-building as well as short term sales?


Dominic Benton

What marketers need to know about Data Management Platforms (DMPs)

  • What exactly are DMPs? How, technologically, do they differ from standard CRM software?
  • In what circumstances does it make sense to invest in one?
  • How should DMPs fit into your overall tech strategy?
Govind Kavaturi

How realistic is the expectation that marketing analytics will help find causation?

  • How much can marketers trust analytics solutions that claim to measure causation, particularly in reference to offline activities for which the path of causation cannot be easily measured?
  • How reliably can marketing solutions predict causation over the long term?
  • How can the impact of long-term brand building activities, for which direct revenue cannot be attributed except by proxy, be measured?
  • Does the focus on marketing analytics privilege the short-term to the detriment of the long-term?

Networking Refreshments and Exhibition Visit

Share & Solve: Industry

Brand new for 2017, welcome to Share & Solve. Participants pick the industry they're most focused on, then share challenges with peers and tackle them together in a small group environment:
  • The roundtables listed below correspond with the key industry segments that LEAD delegates usually come from
  • If your industry is not reflected below, pick the roundtable that you feel would best answer the questions you have.

B2B: Creating new demand: How do you break ground in emerging markets?

  • How do you build databases of new target customers? What’s the most challenging part of this?
  • What role do conferences and trade events play in your marketing strategies?
  • What pressures have you faced when engaging with consumers who don’t know your product or speak a completely different language?

Banking: How can bank marketers effectively produce timely content within legal and compliance restrictions?

  • What are the best ways to work with legal and compliance personnel to improve quality and speed to market?
  • What are the challenges faced by financial services marketers to innovate within heavily restricted markets and products?
  • Content marketing: How do you balance high turnover and speed to market with quality and personalisation?

Insurance: What is your value proposition for High Net Worth (HNW) clients?

  • How do you identify HNW clients in the first place?
  • What can you do to provide an attractive enough product to get a HNW client’s attention?
  • What strategies can you put in place to retain these clients?

Marketing Services: How can marketing services providers differentiate themselves from each other?

  • Why is it so hard for marketing services providers, especially agencies, to differentiate their offering?
  • Is it possible in the first place to do so, or is it fair to say that a lot of what marketing services providers – including tech vendors and agencies – is generic, or, at best, difficult to articulate?
  • Which marketing services providers really stand out? What do they do to make themselves stand out, and what can we learn from them?

Retail: How do you effectively sell to price-conscious shoppers?

  • What is your company's overall position towards price-shoppers? Why?
  • What are the tactics/ strategies when you want to discourage price shoppers? To encourage them? What are the pros and cons of each strategy and tactics?
  • Do you actively cooperate with price-comparison or coupon sites? Why or why not?

Telcos: How to effectively manage customer dissatisfaction

  • What are the main sources of customer dissatisfaction when it comes to their telco provider?
  • How can telcos provide customers flexibility in their plans while decreasing their desire to switch?
  • Are there telcos that are actually loved by customers? What do they do inspire brand love?
  • What strategies can telco marketers put in place to make customers happy? How can telcos be proactive rather than reactive in their customer engagement efforts?

Travel: How to gain and keep the loyalty of travelers

  • What can we learn from the best loyalty programmes in travel? How do they stand out?
  • When does it make sense to create a new loyalty programme? When should brands focus on being a part of existing coalition programmes?
  • Beyond loyalty programmes, what can travel brands do to ensure customers stay loyal?
  • What do travellers look for when making travel arrangements?
  • Do Points/Miles still excite and motivate customers to stay loyal?
  • What do businesses in travel need to do, to remain relevant to today’s customers
Gemma Calvert

Realistic applications of neuromarketing: How technology has made it possible to understand exactly what consumers think and feel about your brand

  • How consumer attention is actually measured using neuromarketing technology
  • How accurate are neuromarketing technologies?
  • How neuromarketing will change the role of market research
Jerry Daykin

The War For Your Eyes – How Augmented Reality (AR) will change advertising

  • What is Augmented Reality technology?
  • An overview of the big successes and failures of current AR technology
  • Facebook, Google & Apple’s new plans: Why AR is suddenly about to take off
  • What AR in mass advertising would look like
  • Could AR really become as standard as the banner ad?

Networking Drinks Reception

Join us for a drink at the end of day one to develop lucrative new relationships and cement existing ones.
last published: 03/Nov/17 13:25

Analytics, Wednesday 1 November 2017

Opening Keynote Plenary

Chair's Opening Remarks

Kristen Zavo

Keeping up with the Zs: What marketers need to know about Gen Z

  • What growing up with complete internet connectivity has done to the way Gen Z views the world
  • How do Gen Z differ from ‘millennials’?
  • How marketers can overcome Gen Zs distrust of brands and advertising
Panel discussion

How to be a brand with purpose: A case study from Ben & Jerry’s

  • Why true brand purpose really does start from the top
  • Ben & Jerry’s efforts relating to the Paris Climate Agreement and Singapore’s Green Mark standards
  • The money issue: Why just writing cheques is lazy marketing, and why brands should move beyond CSR
  • The business case for supporting a cause: Gen Z and the Millennial generation are increasingly cynical, so learn what brands can do to truly make a positive impact and impression
Johann Suchon

Encouraging loyalty amongst outbound Chinese travelers

  • Why Chinese tourists are particularly difficult to sell to in the first place
  • What challenges do brands face when retaining the loyalty of Chinese tourists when they go back home?
  • Case study from Sephora: How Sephora created a loyalty programme that extends seamlessly across borders
Deepesh Trivedi

Bridging the gap between sales and social

  • If social platforms are where products are discovered, why is there such a discrepancy in attribution?
  • When will social commerce become common practice? What will need to happen to push customers to buy directly from social platforms?
  • Until that happens, should brands view social platforms as advertising and demand-gen tools first?

Share & Solve: Technology & Strategy

Following our morning keynotes, you’ll get to choose from the following roundtable discussions to participate in. Each focuses on a strategic or technological challenge focused by marketers.

Creating an omni-channel experience

  • Do you think there’s an actual difference between ‘omni-channel’ and ‘multi-channel’? If so, what is it?
  • Do you think you’re omni-channel?
  • What technology enables omni-channel marketing?
  • What’s the most difficult part of running an omni-channel marketing campaign?

How to compete effectively with Amazon Prime

  • What makes Amazon Prime stand out?
  • Will Amazon Prime work in Southeast Asia? How successful are they now?
  • Do brands/manufacturers have little choice but to work with them? If they didn’t want to work with Amazon, what choices are there?
  • Can retailers and manufacturers compete with Amazon Prime on price? Or is that a futile discussion?

Improving transparency in the ad ecosystem

  • Where do you see room for improvement, either on the buy-side or sell-side?
  • What processes and governance can agencies adopt to address client concerns?
  • What can publishers do to improve transparency in their supply-chain?
  • How would you rate the impact of ad verification platforms like MOAT and IAS in improving transparency?
  • What are your thoughts on Ads.txt?

Investing in content marketing technology: What do you have to consider?

  • Video technology: Which works best for brands?
  • What technology helps most in content creation?
  • Outbrain vs. Taboola: What’s the verdict? What about Revcontent and other competitors?
  • What questions should you be asking potential vendors when buying content marketing technology?

Linking your CSR programme with your loyalty programme

  • What are the current CSR programmes do you have in your company?
  • How do you involve customers in your company’s CSR programme?
  • Why do you think involving customers is important?
  • How does your loyalty programme play in engaging members/customers in your CSR programme?
  • Do you think this has value on the perspective of the company and the member?

Making practical use of location data

  • What does location data mean to you?
  • Do you use it in your marketing? If you do, how do you use it?
  • Has location-based ad targeting worked for you? If so, how did it work? Was it useful?
  • What is your opinion on beacon technology? Would you use it? If so, why? If not, why not?

What value can AI give marketing?

  • What is the most impactful change you have seen with the use of AI in marketing?
  • Is AI a boon or bane for marketers?
  • What does a data driven, AI obsessed marketing bias means for brand marketers?
  • How to leverage creativity with data driven AI?
  • Can AI truly replace marketers in the future?
  • How will AI in Marketing evolve in the next 5 years?

Networking Refreshments and Exhibition Visit

Building Data Platforms

Benedict Ang

Acquiring persistent ID data

  • Why email addresses are still the most important data to collect
  • What to do when it’s reasonable to collect email data from your customers
  • What other identifiers are useful for a marketer to have
Baljin Gill

Going beyond CDPs: How to create a Universal Data Hub (UDH)

  • What actually counts as a 'single customer view' and how do you know you have it?
  • What's the point of a 'single customer view', and how can an effective UDH help you monetise it?
  • Case studies of successful UDH implementation - what's the real benefit to your business?
Zhiliang Li

How to move towards people-based marketing

  • What is people-based marketing?
  • What’s the hardest part of implementing people-based marketing?
  • Why and how to make the best of the implicit information you have
  • Why understanding how to serve the customer with omni-channel methods needs to be developed deliberately

Networking Lunch and Exhibition Visit

Predictive Analytics

Tran (Andy) Nguyen

Practical uses of machine learning: A case study from Tiki Vietnam

  • How machine learning helped Tiki Vietnam target customers that are most likely to respond to ads
  • How Tiki Vietnam built a machine-learning model to segment its email database and reduce email wastage
  • The practical limitations of machine learning: Why machine learning can’t help you if you don’t know where to look
Nicolas Bargas

Overcoming data blindness: Insights from Sanofi’s dengue vaccine marketing campaigns in Thailand and Singapore

  • How regulations induce data blindness, what it means in practice and how this makes gathering 1st-party data difficult
  • The difference between marketing to doctors and patients
  • How ads’ segmentation is used to gauge relevance and engagement
  • Creating new data sources to reduce data blindness: How YouTube ad views and Facebook engagement metrics give an idea of what campaign success is
  • Mind the data gap: How traditional market research is coupled to digital insights to help measure campaign success

Networking Refreshments and Exhibition Visit

Quantifying the Customer Journey

William Adeney

Using customer data to build a useful customer journey map

  • Why telcos and banks can use a scorch-the-earth approach to customer journey mapping, and why it’s pointless for other industry sectors to try and imitate them
  • How to rank touchpoints by importance so as not to be overwhelmed by the ‘experiential’ aspect of marketing
  • How to develop a cross-functional map that clarifies the customer journey to all internal departments that affect the customer journey
Sanchit Mendiratta

Guiding customers to buy

  • How to use customer journey maps to help shorten the customer journey
  • How to understand where customers fall off, and what can be done to re-engage those who won’t buy
  • How customer journey maps can make marketing cheaper and more effective

End of Conference

last published: 03/Nov/17 13:25