Agenda From big data to smart data

Forget big data. What gives marketers the edge in 2017 and beyond is not data that’s big in size, but big in relevance.

In an age of vast amounts of information, volume does not mean value. The challenge for today’s marketers is to focus on the right pieces of the puzzle and using them to drive relevant customer dialogue. Smart data looks at ways to remove the noise around “volume” and concentrate on valuable data that can be turned into actionable insights and solutions.

As marketers begin to place quality over quantity, data-driven marketing is becoming less about collecting terabytes of information from thousands of touch points and more about putting data into context and purpose to drive smarter decisions. This paradigm shift is the reason why Marketing is bringing Smart Data 2017 to you this September.

Join us at this inaugural conference, where we gather industry experts and top executive speakers to share practical tips and case studies on how to evolve and adopt better data strategies, turn big data into smart data and embrace AI and automation to stand out in today's competitive marketing world.

Date: 19 September 2017, Tuesday Time: 9.00 am to 5.00 pm (Registration starts at 8.00 am) Venue: InterContinental Singapore

19 September | InterContinental Singapore

8.00am Registration

9.00am Welcome and Opening Remarks Rezwana Manjur, editor, Marketing

9.10am

Opening Keynote: Big data, reality check ahead

• Is the term big data becoming increasingly irrelevant?

• In what ways can big data still transform marketing and what hurdles remain?

• The shift to algorithm economy – turning big data to smart and actionable data Gabriel Garcia, senior director, head of marketing & channel strategy, Asia Pacific, Expedia

9.40am

Multi-dimensional data for an actionable 360º customer view

• With the proliferation of IoT devices, find out the best approach to gathering, managing, analyzing and activating data

• Achieve unified client view through easy integration of data from heterogeneous sources

• Maximum the value of customer insights by connecting real-time data with front-line execution

Ong Geok Chwee, vice president, EBG emerging businesses, StarHub

10.10am

Setting up a winning customer data strategy

• Prioritise your strategy objective and focus on the “right” kind of data

• Keeping your CRM data updated and current

• “Data up” the organization Cameron Richards, chief executive officer, CPR Vision

10.40am Morning break

11.00am

Data-driven segmentation for accurate target marketing

• Building customer profiles and propensity models

• Data unification checklist for optimal segmentation

• Evaluating segment value, targetability and size to prioritize your best segment(s) Jason Lee, commercial director, Isentia Brandtology

11.30am

Targeting real buyers with intent data

• The buyer's journey explained

• Deep dive into intent data to increase your predictive power and sales

• Acting quickly matters – be the first to address customer demands Shireesh Mishra, head of planning & marketing enablement, PayPal Asia Pacific

12.00pm

The race to improve data literacy in marketing

• Obtain close collaboration with IT with the goal of obtaining data readiness

• Deploy and secure sustainable capabilities in data literacy, information management and self-service analytics

• Use case: Tetra Pak’s single interface for customers interact Carsten Schleicher, senior area manager, business information management, Tetra Pak Southeast Asia

12.30pm Lunch

1.30pm

Real-time social media monitoring: listen, engage, measure

• People are talking about your brand. Are you listening?

• Quantitative (technology) vs qualitative (human analysis) monitoring

• Employ real-time social analytics to elevate your brand experience, content strategy and crisis response

Stephen Dale, general manager, Asia Pacific, Digimind

2.00pm

Rethinking the marketing data paradigm: from static to streaming data

• How does streaming data / real-time data compare to historical data?

• How to utilise real-time data in your marketing efforts?

• The right information, at the right time, within the right context Davin Lodge, regional IT director, Asia Pacific, British American Tobacco

2.30pm

Customer churn analysis and prediction with machine learning

• Create a churner profile and identify churner behavior

• Implement a churn scoring mechanism

• Predict and capitalize on the customer lifetime value to cultivate higher conversions

Dr. Yuhui Yao, vice president, group head of customer analytics & behavioural insights, FWD Singapore

3.00pm

The rise of content intelligence

• The future of content and personalisation

• What problem(s) call out for a content intelligence approach?

• Turning towards AI and automation to stand out Myljoy Polestico, managing director, Zanroo

3.30pm Afternoon break

3.50pm

Data collaboration partnerships: the next frontier

• The need for collaborative efforts around shared data, including POS, syndicated, loyalty and transactional data

• Barrier to data collaboration – a trust issue?

• Data collaboration models to drive competitive advantages and innovation

4.20pm

Personalisation vs. privacy: the big balancing act

• Understanding the data-sharing mindset – what prompts customers to share their personal data with brands?

• How can companies respect privacy concerns while still permitting the use of customer data to drive business value?

• Building trust – what can companies do to protect personal information?

4.50pm Closing Address Rezwana Manjur, editor, Marketing

5.00pm End