8:45am |
DOORS OPEN
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9:15am |
WELCOME
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David Reed Knowledge and strategy director DataIQ
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9:20am |
THE FUTURE OF CUSTOMER ENGAGEMENT
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Scott Logie Customer Engagement Director and Head of Insight REaD Group
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Ramon Perez Managing Director Datamining Lab UK
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We all get excited about new technology. AI, Machine Learning Virtual Reality and Artificial Reality are all being introduced as part of the marketing fabric. But what do the end customers think about the use of this technology and the impact it will have on their future relationship with brands? Based around research conducted by the DMA’s Customer Engagement Committee, which Scott chairs, and informed by how our end clients are starting to use the vast quantities of data that is now available, this presentation will look at which technologies customers are interested in, and what data could be used to support these.
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9:50am |
ANALYTICS: IDENTIFYING THE REAL VALUE IN DATA
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Lorenzo Bavasso Director of big data – digital Three
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To extract the full value of data, organisations need a change of culture and mindset. At the core of this shift is the creation of data products - not just the monetisation of data, but its use as a platform for other products and services. Just like the engine of a car, data becomes the driving force within new finished propositions, whether it is visible or not. In this session, Lorenzo will explore what companies like 3 need to do in order to put data and its value at their core.
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10:10am |
MARKETING AUTOMATION: GLOBAL REACH, CENTRAL CONTROL
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Julian Brewer Head of digital marketing, global Schroders
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Schroders digital marketing team is championing digital, data innovation and optimal customer experience in over 50 countries. A key dimension in supporting these markets is ensuring best practice is adhered to while automation takes over many of the core tasks. In this session, Julian will provide an insight into the way technology combined with agile methods is creating sustainable growth in a B2B environment.
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10:30am |
Panel discussion:
PROGRAMMING THE BUSINESS FOR VALUE DELIVERY
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Lorenzo Bavasso Director of big data – digital Three
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Julian Brewer Head of digital marketing, global Schroders
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Scott Logie Customer Engagement Director and Head of Insight REaD Group
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Ramon Perez Managing Director Datamining Lab UK
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David Reed (Moderator) Knowledge and strategy director DataIQ
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An interactive discussion and Q&A session using Slido to gain delegate responses to polls.
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10:50am |
MORNING BREAK
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11:10am |
BREAKOUT SESSIONS
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11:10am |
CUSTOMER DATA
IMPROVING CUSTOMER LOYALTY AND REWARDS PROGRAMS THROUGH BETTER DATA
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Steve Farr Director of Global Solutions Experian
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Organisations today are facing increasingly complex data challenges and are struggling to make use of the growing amounts of data they have access to. On top of this, many are plagued by databases with poor quality data; our research shows organisations believe 29% of their data is, on average, inaccurate.
In an age where getting even closer to customers, through their preferred method of communication (email, phone, mail), has become the norm in order to remain competitive, it’s more important than ever to have accurate and reliable customer data. An inability to work out who you can actually reach in your customer database makes getting closer almost impossible. It’s clear there is untapped potential out there to make better use of this asset.
During this session, we’ll look at real customer stories from a range of organisations. We’ll explore how they’ve been able to overcome their customer data challenges and see improvements in the areas of:
- Strategies for improving customer relations and rewards program satisfaction through data
- Improving your loyalty program data quality
- Lowering loyalty program costs and elevating your loyalty program yield rate (ROI) with data
ANALYTICS
DIGITAL AND DATA TRANSFORMATION: MIND THE GAP
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David Reed Knowledge and strategy director DataIQ
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Digital transformations are a major focus for business right now, with as many as eight out of ten organisations undertaking or planning a project. Data should be viewed as the foundation of these new digital-first architectures, but often gets overlooked.
In this session, David will consider the critical success factors that keep data at the heart of digital transformations and ensure both deliver on their promise.
TRUST AND ETHICS
HOW TO TRUST YOUR DATA, SO YOUR CUSTOMERS TRUST YOU
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Ian Pilborough Senior Solutions Consultant Tealium
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Trust is the foundation of any relationship, and this is no different to a modern enterprise, who seek to understand, govern, and manage their customer data appropriately. Join Tealium’s Senior Solutions Consultant, Ian Pilborough who will provide a comprehensive overview of why governing customer data should be paramount to any business and how building a framework of governance will have positive impacts to the brand and customer experience, resulting in an improved relationship.
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11:50am |
CUSTOMER DATA
SO YOU HAVE A CDP, WHAT ARE YOU GOING TO DO WITH IT?
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James Alty
Managing Director
Apteco
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James will summarise the capabilities of a Customer Data Platform (CDP) and consider how you could use one for driving your marketing activities. He will look at the use of modelling, automation, optimisation and a pinch of AI to help take practical steps to use your new platform.
James will help you address questions such as:
- How do I determine what products to offer customers who have purchased before?
- How can I maximise the value of a customer relationship in the shortest time with practical steps to create automated campaigns?
- How do I detect customers likely to cease buying?
- What can I use all this transaction history for?
Attend the session to learn more.
ANALYTICS
DATA SCIENCE DEMYSTIFIED
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Richard Tomlinson Head of Data Science CACI
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Data Science is in the ascendancy, but some of the language and techniques being used are bewildering.
Richard cuts through the jargon, and explains what AI and Machine Learning really are.
He’ll dispel a number of common data science myths and describe some of the work that CACI are doing in this exciting field.
TRUST AND ETHICS
GDPR ONE YEAR ON
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Christine Andrews Director DQM GRC
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What have we learned about how much consumers trust how companies use their data and what should companies be doing in the post GDPR world?
A year on and awareness of GDPR amongst consumers and organisations is riding high with 67% of EU citizens aware of the regulation. Many companies have now scaled back privacy budgets and consider themselves compliant – yet it’s unlikely they’d meet the ICO’s requirements for Accountability.
Join Christine Andrew,s Director at DQM GRC for an insight into what companies should be doing to embed privacy by design in this post GDPR world.
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12:30am |
CUSTOMER DATA
WHAT’S TECH GOT TO DO WITH IT?
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Darron Gregory Principal Consultant TAP London
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New tech is both exciting and worrying. With pressures to integrate, automate and continually optimise, where do we find the time to think about the customer?
We will look at the best way to get the most out of your investment in marketing technology.
ANALYTICS
EMBRACING THE FUTURE OF DATA SCIENCE
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Andre Balleyguier Chief Data Scientist EMEA DataRobot
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Data Scientists have received a lot of attention in the past years. The profession was qualified as "the sexiest job of the 21st century" at a time when most companies were not even able to define what data science was and how they could use it in their business. As a consequence, this hype has vastly accelerated the creation of data science teams and the adoption of machine learning by businesses, sometimes successfully... and sometimes not.
There are multiple challenges delaying companies from scaling the business value they generate with data science: lack of understanding from the business, lack of available data science skills, and most importantly difficulty to operationalise.
In this presentation, we will explore those challenges and discuss how the data scientist profession needs to evolve to align with business value: embrace more automation, get closer to the business and put more emphasis on scalable ML operationalisation.
TRUST AND ETHICS
PRACTICAL DATA ETHICS
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Olivier Thereaux Head of technology Open Data Institute
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A world where data works for everyone is a noble vision and one that demands careful scrutiny of the processes which underpin our lives.
In this session, Olivier addresses the issue of algorithmic bias and AI ethics, and explains the ODI’s Data Ethics Canvas, a practical toolkit that has been adopted by organisations like the Co-op to steer their data-driven transformation.
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1:00pm |
LUNCH
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2:00pm |
DATA SCIENCE: FROM SCIENCE TO TECHNOLOGY - TAKING MATHS INTO THE REAL WORLD
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Christine Foster Managing director for innovation The Alan Turing Institute
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Taking research and applying it to real-world use cases is at the heart of The Alan Turing Institute’s innovation strategy. This is a two-way process: finding the right projects for researchers to tackle and ensuring organisations are aware of the leading-edge mathematical and computational techniques available. The focus is always to accelerate the transition from science to technology. In this session, Christine will explain how the Institute operates, the impact of emerging techniques and the role of proprietary data, as well as providing some examples of projects which have gone live.
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2:20pm |
AI: BUST THE MYTHS, BEAT THE MARKET
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Orlando Machado Chief data scientist Aviva
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Aviva is disrupting the insurance market through its radical adoption of data science and a willingness to transform processes and business models using its outputs. Applied AI is a prime example - instead of chasing mythical use cases, it is finding market-beating deployment opportunities. In this session, Orlando will provide examples ranging from frictionless customer experience and a new subscription model for insurance through to granular data-driven models for underwriters that are changing their pricing of risk.
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2:40pm |
Panel discussion:
TAMING TECHNOLOGY FOR AUTOMATIC RETURNS
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Christine Foster Managing director for innovation The Alan Turing Institute
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Simon Kaffel Head of data transformation HSBC
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Orlando Machado Chief data scientist Aviva
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David Reed (Moderator) Knowledge and strategy director DataIQ
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An interactive discussion and Q&A session using Slido to gain delegate responses to polls.
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3:00pm |
AFTERNOON BREAK
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3:20pm |
ANALYTICS: PUTTING PROFESSIONALS BEHIND THE CONTROLS
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Ramneet Julka Head of advanced analytics consulting practice Barclays UK
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Creating an internal analytics consultancy is not just about building a data asset and automating processes, it requires a shift in mindset and the adoption of professional ways of working. Embedding standards and building soft skills are what will create the right environment for new analytics-driven services. In this session, Ramneet will describe how Barclays has leveraged its information, skills and client relationships to develop a new business model.
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3:40pm |
DATAOPS: DEFINE, BUILD, AUTOMATE, REPEAT
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Simon Prinn Senior manager - strategic data ops Walgreens Boots Alliance – global brands
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You don’t have to be a global digital platform like Amazon or Google to recognise the huge potential of automated data ops. As the underpinning for both data engineering and data science, this approach gets data sets into the shape and places where it has the biggest value and impact. In this session, Simon will outline how WBA has established a global data ops process and the mindset which needs to be adopted alongside the technology.
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4:00pm |
Panel discussion:
GETTING THE CULTURE RIGHT
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Justina Bertuch Agriculture data manager Sainsburys
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Judith Kleine Holthaus Senior manager – insight and analytics Whitbread
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Ramneet Julka Head of advanced analytics consulting practice Barclays UK
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Simon Prinn Senior manager - strategic data ops Walgreens Boots Alliance – global brands
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David Reed (Moderator) Knowledge and strategy director DataIQ
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An interactive discussion and Q&A session using Slido to gain delegate responses to polls.
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4:20pm |
CLOSING REMARKS
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David Reed Knowledge and strategy director DataIQ
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4:30pm |
DRINKS AND NETWORKING
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