Brands are collecting and using more consumer data than ever before: to capture new customers, accelerate repeat purchases and ultimately, create customer advocacy.

However, the consumer’s understanding of how brands use their data is increasing - they know we collect it, track it, and use it for commercial gain. As more channels and touchpoints are introduced, brands will need to collect more data to piece together an evermore fragmented picture of the customer.

How will you demonstrate that you are using data in the ‘right’ way and providing the value exchange customers are now demanding? How will you maximise the opportunity for data-driven multichannel marketing, whilst remaining customer-first?

Join senior peers to explore how a customer-first CRM strategy has never been more essential with the rise of the data-conscious consumer.

08.00 Arrive and breakfast
08.30 Welcome and Introduction
08.40 Ice-breaker
08.45 Marketing in a post #DeleteFacebook world

• Who is the ‘data-conscious’ consumer and what’s driving their emergence?
• What channels have the most potential in the data-rich age?
• What are the specific email marketing challenges and opportunities?
• How can brands demonstrate the value exchange to customers?

09.05 Interview: Using customer data in a 'customer-first' way?

Graeme McDermott, Chief Data Officer, Addison Lee

09.25 Interactive Session: The Challenges vs. The Opportunities 

In groups we will brainstorm how to overcome data-driven marketing challenges, whilst identifying how to maximise the new opportunities for CRM teams. These solutions will help you create/ adapt your customer-first CRM strategy.

• The Challenges:
  
  • Too much data, too little insight
  • Increasingly complex and fragmented customer journeys
• The Opportunities:
  
  • Dramatic increase in operational efficiency
  • The chance to truly achieve data-driven, real-time personalisation

10.00 Feedback
10.30 Session Ends

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