LOYALTY ANALYTICS EXPERIENCE2964) LEAD... · marketing analytics and digital marketing technology...

DIGITAL

OVER 60 CONFIRMED SPEAKERS FROM THE MOST FASCINATING BRANDS IN THE REGION

LOYALTY

EXPERIENCE

ANALYTICS

Asia’s premium event for the modern marketer

5 - 6 October 2016, Suntec Convention Centre, Singapore

Created by

www.terrapinn.com/lead

Digital budgets will account for more than 75% of the marketing budget by 2018

Accenture

100+ speakers

30+ exhibitors

650+ attendees

LEADAsia’s premium event for the modern marketer - to help marketing teams across Asia take their marketing to another level. The event is comprised of four dedicated conference tracks:

Most companies know they should retain customers and build a loyal following, but many don’t know how to do it.

A customer’s experience with a product or service is the biggest influencing factor in why they buy again. So how do you create experiences that wow?

Everyone is talking about data and analytics. But how can you really turn all this information into action?

And how can you keep up with the vast and ever changing digital marketing landscape?

Be inspired by the keynote presenters and then dive deeper into one of the dedicated tracks. The tracks will be made up of case studies from leading brands and the latest technology innovators.

Alongside the conference is an exhibition showcasing the latest loyalty, customer experience, marketing analytics and digital marketing technology and solutions.

This is an excellent opportunity to meet with and inspire entire marketing teams across Asia. Call for more details on sponsorship and exhibition opportunities at +65 6322 2735 or email [email protected]

LOYALTY. EXPERIENCE. ANALYTICS. DIGITAL.

Ideas, strategies and technologies to drive

customer loyalty

MEASURING LOYALTY

SHORT-TERM REWARDS & ADVOCACY

MANAGING LOYALTY MEMBERS

LOYALTY TECHNOLOGY

REWARDS

STRATEGY

LOYALTY EXPERIENCE ANALYTICS DIGITAL

Creating customer experiences that wow

EXPERIENCE TECHNOLOGY

SERVICE DESIGN

BRAND

RATINGS AND REVIEWS

PERSONALISATION AND LOCALISATION

CHANNEL

Technologies and ideas to gain insight from data

VISUALISATION AND REPORTING

UNSTRUCTURED DATA INSIGHT

PREDICTIVE ANALYTICS

ATTRIBUTION & OPTIMISATION

DATA SOURCING AND PREPARATION

DATA-DRIVEN MARKETING

The latest trends for digital marketers

CONTENT MARKETING

SOCIAL

PROGRAMMATIC

STORYTELLING & VIDEO

SEARCH & THE VISUAL WEB

DIGITAL ADVERTISING

KEYNOTE KEYNOTE

With over 3,000 stores and 19,000 employees working for his brands, David Au knows retail.

Covering a large range of well-known brands, from everyday retailers like Toys “R” Us and Macy’s China to luxury brands like Gieves & Hawkes and Kent & Curwen, David’s keynote session will take you through how Fung Retailing are using customer experience as a brand differentiator, using examples from across the group.

Join him and learn how to stand out from the crowd in a brutally competitive retail space.

Fung Retailing brands include:

Growth hacking’s just for start-ups, right?

Wrong! Whether you’re an entrepreneur launching a business or a Fortune 500 company, you can use growth hacking to build your brand.

With ever-increasing budget pressure, marketers are constantly battling to do more with less, and this session will show you how, as Mark takes you through how you can think like a start-up and win big, drawing realistic inspiration from brands which are already succeeding.

David AuGroup Managing Director, MarketingFung Retailing

Mark HayesCo-AuthorThe Growth Hacker's Guide to the GalaxyFounderRocketshp

KEYNOTE KEYNOTE

Things have changed – now you’re live!

A marketer who used to work as a producer for live TV news, Brooks will be talking about how those live TV skills are becoming increasingly important to him in his marketing role. Hear Brooks’ perspective on how brand and marketing communicators need to move beyond the hype and function as brand journalists and how you can rethink your campaigns, building in flexibility and the ability to be reactive.

Brooks will share his vision for marketing, a setting where everything can be managed live and you can respond in real time, as well as insights into the work he is doing with Southwest Airlines to take them there.

Brooks Thomas Social Business AdvisorSouthwest Airlines

How do you segment your customers in a meaningful way?

What if you could group people based not on purchasing habits, age, demographic or content consumption habits, but on how they actually view the world? So even though they might look the same on the outside, you could treat them quite differently based on how they feel on the inside? That’s what Alexander thinks the future of marketing is about, and he’s going to share it with you.

We’re talking about building a customer profile with 5,000 data points and really understanding what people care about and what influences their behaviour; about marketing to people based on their real perspectives; and about knowing what drives their decision making process so you can position your products better.

Alexander Nix Chief Executive OfficerCambridge Analytica

KEYNOTE KEYNOTE

Everybody’s talking about big data, but aren’t we forgetting the importance of the small stuff?

While big data can tell us what’s working, is it always able to tell us why? Richard believes that brands that wish to set themselves apart can’t do so with big data alone.

Instead, he starts with the question “When was the last time you were in one of your consumer’s homes?” From this, you can build out an image of what your consumer looks like, you can experience their life, their priorities and their environment and then you can start to build something really interesting. Richard will be sharing how small data can be the missing piece that gets you to extraordinary marketing and business results.

Richard Bradley Executive Creative DirectorJack Morton Worldwide

Are you putting content and innovation at the heart of your engagement strategy?

Andres and his team at THE OUTNET.COM are, and it’s working. Part of the YOOX-NET-A-PORTER Group, the world’s largest luxury e-commerce retailer, Andres knows what consumers today want, and he knows how to provide it.

Join Andres’ keynote session and learn why he’s putting content at the heart of his strategy, why offsite content creating can be a big win and why creating fun, unique and memorable experiences for customers and key influencers will improve your customer engagement. See how you can apply The OUTNET.COM’s mantra of thinking like the customer, being creative and having fun to boost your business.

Andres Sosa Global EVP, Sales, Marketing & CreativeTHE OUTNET.COM (part of the YOOX NET-A-PORTER GROUP)

2016 SPEAKERS

Allard Sjollema

CEO, New Markets

Courts

Katharina Pohl

Head of Marketing, Asia

Cotton On Group

Jacqueline Loh

Head of Marketing, Product & Ancillary Revenue

Scoot

Zia Zaman

Chief Innovation Officer

MetLife Innovation Lab

Kelvin Lee

Global Director, Social Media Marketing for Financial & Risk

Thomson Reuters

Ed Pasion

Head – Loyalty Programs

Jollibee

Niamh Byrne

Regional Head, Customer Experience, APAC & EMEA

Citi

Priyanka Nath

Digital Marketing and Social Media Lead, SEA

Dell

Philip Whittaker

Chief Marketing Officer

Themed Attractions and Resorts

Tony Gothard

Senior Director Revenue, Sales & Marketing

Wyndham Hotel Group – South East Asia and Pacific Rim

Loo Pei Fen

Chief Marketing Officer

Challenger Technologies

George Guo

Corporate Vice President and Managing Director APAC

Syniverse Technologies

Philipp Kristian Diekhoner

Innovation Fellow

LOFT

Elena Tan

Head of E-commerce

Royal Selangor

Maunik Thacker

Senior Vice President Marketing

Marina Bay Sands

Shufen Goh

Principal & Co-founder

R3

Eugenia Tan

Director of Strategy

Goodstuph

Lee Walsh

Managing Director

Publicitas

Daniel Yong

Director, Global Media

Marina Bay Sands

Dan Paris

Group Director – Business Development

TBWA\ Group Asia Pacific

Marcus Low

Head of Marketing,

William Grant & Sons SEA

Cameron Woods

Marketing Director – South Asia Zone

L’Oreal

Khairul Nisa Ismail

Head, Enrich & Loyalty

Malaysia Airlines

Nandini Joshi

Head of Strategy,

Sephora Digital

Tristan Torres Velat

General Manager,

Deliveroo

Scott Spirit

Chief Strategy Officer & Chief Digital Officer

WPP

Karen Chan

Chief Digital Officer,

Pizza Hut Asia

Zoe Lawrence

APAC Director - Digital

TNS

Nick Foley

President, SE Asia and Japan

Landor Associates

Jessica Ho

Senior Consultant

R3

Tricia Weener

Head of Marketing Commercial Banking and Global Banking & Markets, Asia Pacific

HSBC

Phil Dorman

Director

?WhatIf Innovation Partners

Vani Dixit

VP, Head of Loyalty

Axis Bank

Samit Chowdhury

Regional Marketing Director

Tetra Pak

Michelle Ng

Voice of the Customer Project Lead

Lenovo

Nitin Nashandar

Regional Managing Director, Brand & Communication, Asia Pacific

TNS

Benedict Hayes

Managing Director, South East Asia and India

Sociomantic Labs

Wong Wan Ling

Consulting and Strategic Marketer

Banking and Technology Sectors

Benedict AngAssociate Director, Business Risk Strategy & Efficiency (BRSE)ANZ BankSenior Representative

Infiniti

Marites Dagdag

President

Clorox International Philippines

Would you like to speak at LEAD 2016? Contact Ambrish Bandalkul at [email protected] or +65 6322 2735

2016 SPEAKERS 2016 ADVISORY BOARD

Would you like to speak at LEAD 2016? Contact Ambrish Bandalkul at [email protected] or +65 6322 2735

Spencer Lee

Commercial Director

AirAsia Malaysia

Elvin Li

Head of R&D

Reebonz

Joao M. Rocco

Vice President, Global Brand Experience, ACCOR Hotels Luxury & Lifestyle Brands

ACCOR

Christopher Daguimol

CRegional PR Director

ZALORA Group

Anna Gong

Chief Executive Officer

Perx Technologies

Michael Lisboa

Regional Experience Director

Havas Drive

Christopher Smith

Head of Digital and Branded Content

Endemol Beyond Asia

Andrew Cowen


HK Express

Gabi Kool

Chairman of the Board and CEO

PINS

Andrea Edwards

Executive Director

Asia Content Marketing Association

Claire Mula

Founder

Sprooki

Simon Kierney


Click2View

Shane Chiang

Head of Marketing & Communications

Honestbee

Emma Heap

Managing Director

foodpanda Singapore

We’ve assembled a team of leading marketing minds to help us create a truly compelling program made by the industry, for the industry.

Would you like to join our Advisory Board and help shape the content of Asia’s premium event for modern marketers? Contact Ambrish Bandalkul at [email protected] or +65 6322 2735

Ivan Tan

Senior Vice President, Corporate Marketing & Communications

Changi Airport Group

Goh Shufen

Principal & Co-Founder

R3

Peter Larko

Head of Marketing Communications & Public Relations

Mercedes Benz Hong Kong

Priyadarshini Sharma

Group Commercial Brand Director

Carlsberg Breweries

Karim Mohamed

Regional Business Development Director

Oracle Marketing Cloud

Dan Paris

Group Director – Business Development,

TBWA\ Group Asia Pacific

DAY

1

MORNING KEYNOTE PLENARY

Chair’s opening remarks09:00

09:10

09:30

09:50

Customer experience as a brand differentiator• If advertising isn’t enough to differentiate brands, how do marketing budgets need to change?

• If your product is a commodity, how do you sustainably differentiate it?

• Are there brands for whom advertising suffices as a differentiator?David Au, Group Managing Director, Marketing, Fung Retailing

Managing your brand in a live setting• How brand marketers and communicators need to move beyond hype and function as brand journalists• Rethinking campaign creation with the flexibility to optimise in real time and have a reaction plan• Employing the right platforms: How Facebook Live, Periscope and others are providing brands the opportunity to engage with customers in real-time, and how to go live with a purposeBrooks Thomas, Communications Advisor, Southwest Airlines

How ad-tech and mar-tech are converging to improve marketing• Breaking down siloes between channels to close the loop

• Having a 1-to-1 conversation with your customer

• Examining the changing media and creative agency models

1Day 1 Wednesday 5 October 2016

If you want to get your solution in front of marketers, loyalty practitioners and heads of customer experience from across Asia then call Ambrish at +65 6322 2735 or email [email protected]

11:0

0

14:0

514

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14:4

515

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15:2

5

11:2

011

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12:0

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2 3Day 1 Wednesday 5 October 2016 Day 1 Wednesday 5 October 2016

12:20 NETWORKING LUNCH & EXHIBITION VISIT

Justifying loyalty investments• Establishing the right business expectations of your loyalty programme• Accounting correctly for programme costs• Understanding the real value of loyalty programmes - do you do it for the data collection or the sales lift?Karen Chan, Chief Digital Officer, Pizza Hut Asia

Building loyalty programmes with strong emotional pull• Inspiring emotional loyalty• Increasing perceived barriers to

switching• Reducing consumer desire to exitKhairul Nisa Ismail, Head, Enrich & Loyalty, Malaysia Airlines

Balancing acquisition and retention• Effectively managing the size of your

loyalty programme• Getting rid of your worst customers• Acquiring new members at a

sustainable paceAndrew Cowen, Chief Executive Officer, HK Express

Member fees: To charge or not to charge?• Understanding the value of offering complimentary loyalty programme membership to your customers• Examining whether charging members to join your programme is worthwhile• Establishing the optimal fee structure: Should entry fees be one- off or regular?

PanelCoalition vs. Standalone: Which route should you take?• Can standalone programmes give you

enough customer information to make your promotions and benefits stand out?

• Does the shared data model behind most coalition programmes outweigh the benefits of a standalone programme?

• What costs do coalition programmes bear that standalone programmes don’t?

• Should smaller companies opt for coalition programmes by default?

Panellists:Vani Dixit, VP, Head of Loyalty, Axis BankGabi Kool, Chairman of the Board and CEO, PINS

Implementing effective O2O marketing• Why online and offline are not a zero- sum game• To what extent can online emulate offline, and vice-versa?• Making the offline experience a value-adding part of online commerceLoo Pei Fen, Chief Marketing Officer, Challenger Technologies

Resourcing for an integrated customer experience• Why agency fragmentation is a barrier to integrated experience delivery• What marketers need to do to overcome the difficulties presented by agency fragmentation• Examining the future of creative and media agency modelsShufen Goh, Principal & Co-founder, R3

Making brand marketing relevant to your customer• How customers view brand marketing, and how marketing views customers• Why customers only care that you deliver on what you promise• How to match what you promise with what you deliverPhilip Whittaker, Chief Marketing Officer, Themed Attractions and Resorts

Delivering an excellent omni-channel customer experience• Understanding how omni-channel works from the back-end• Integrating your tech stack to provide a seamless omni-channel experience• Going the DIY route – how marketing can avoid giving the IT department more workNiamh Byrne, Regional Head, Customer Experience, APAC & EMEA, Citi

PanelEnabling cross-channel engagement: Why is mobile so important?• What does cross-channel marketing look like from the consumer’s point of view?• How can brands leverage mobile to reach their connected customers?• Top tips for adopting a cross-channel strategy in your business• What results can brands achieve when implementing a truly cross-channel customer experiencePanellists:George Guo, Corporate Vice President and Managing Director APAC, Syniverse Technologies

Nandini Joshi, Head of Strategy, Sephora Digital

Emma Heap , Managing Director, foodpanda Singapore

Understanding how analytics is supposed to work• Examining why marketing analytics is so difficult• Understanding what analytics can and cannot accurately show you about your strategy• Understanding how to tie marketing strategy to revenue• Understanding what can and cannot be accomplished by marketing analytics

Mass targeting and segmentation at scale• How analytics helps marketers target and optimize beyond what would be possible through human hands• Changing marketing budgets: How margins for error have reduced and penalties for inefficiency have increased• Understanding how to determine the best segmentation method for your business• Understanding how analytics allows marketers to go beyond foundational segmentation to targeting segmentationTony Gothard, Senior Director Revenue, Sales & Marketing, Wyndham Hotel Group – South East Asia and Pacific Rim

Placing predictive analytics in context• Understanding how accurate past purchasing habit is in predicting future purchasing habit• Understanding the various components of predictive analytics, and how they fit together to enable accurate prediction• Keeping your analytical assumptions updated for accurate predictionNitin Nashandar, Regional Managing Director, Brand & Communication, Asia Pt

Panel How much of human decision-making can be replaced by predictive analytics?• Can marketing decision-making be codified?• If predictive analytics relies on past customer behaviour data, how can we uncover future behavioural patterns that deviate from the past?• How accurate is machine learning?• At what point should human decision-making overrule results from predictive analytics?Panellists:Anna Gong , Chief Executive Officer, Perx Technologies

Claire Mula, Founder, Sprooki

Panel How accurately can the sales impact of marketing be quantified? • What is the biggest difference between a successful analytics outcome and a successful financial one?• What value do intermediary measures such as ‘engagement’ have in the context of financial ROI?• How much do CFOs and CEOs believe in the monetary ROI values attached to marketing expenditure?Panellists:Marites Dagdag, President, Clorox International PhilippinesPriyanka Nath, Digital Marketing and Social Media Lead, SEA, DellTricia Weener, Head of Marketing Commercial Banking and Global Banking & Markets, Asia Pacific, HSBC

Making your digital advertising spend effective• Understanding the underlying assumptions which inform ad targeting algorithms• Overcoming the ‘I was going to buy it anyways’ bias• Understanding the motivations for investing in digital advertisingJacqueline Loh, Head of Marketing, Product & Ancillary Revenue, Scoot

Getting localisation right• Understanding the differing nuances of customer behaviour across markets• Adopting a global strategy that is customisable across language and culture• Maintaining consistency in brand quality while localizing the product and experience • Examining where global brand strategy should be led fromTricia Weener, Head of Marketing Commercial Banking and Global Banking & Markets, Asia Pacific, HSBC

Overcoming the challenges of programmatic in Southeast Asia• The evolution of programmatic: Why you need to be thinking about channel• Going local: Reaching different markets with different messaging at the same time• Tailoring your messaging to your customer’s path to purchaseBenedict Hayes, Managing Director, South East Asia and India, Sociomantic Labs

Understanding price setting in programmatic• Understanding potential sources of conflict of interest• Understanding what marketers can do to eradicate conflict of interest• Ensuring maximum neutrality in media placementJessica Ho, Senior Consultant, R3

Retargeting intelligently• Understanding how retargeting actually works• Reducing consumer frustration with retargeting• Why search-based retargeting can be extremely inefficient, and what to invest in instead• How useful will content-based retargeting be?

How ad blocking will change advertising• Understanding how ad-blocking actually works• Understanding which advertising channels are worst affected• Examining what advertisers can do to bypass the ad blockers

LOYALTY

LOYALTY

STRATEGY

MANAGING LOYALTY MEMBERS

EXPERIENCECHAIRPERSON: David Au, Group Managing Director,

Marketing, Fung Retailing

EXPERIENCE

CHANNEL

BRAND

ANALYTICS CHAIRPERSON: Brooks Thomas, Communications

Advisor, Southwest Airlines

ANALYTICS

DATA-DRIVEN MARKETING

PREDICTIVE ANALYTICS

DIGITAL

DIGITAL

DIGITAL ADVERTISING

PROGRAMMATIC

Improving loyalty data collection• Incentivizing customers to give you the right information• Reassuring customers that you’re using their data for their benefit• Using loyalty data to provide your customers value for their investmentGabi Kool, Chairman of the Board and CEO, PINS

Placing the customer at the heart of the business• Why taking a customer approach to every aspect of business is the key to success• Why falling in love with customer problems rather than solutions is the key to success• Why marketers need to become customer advocates• How thinking about brand is less important than thinking about customer valueZia Zaman, Chief Innovation Officer, MetLife Innovation Lab

Niche programmatic• Does programmatic have to be niche to be effective?• How is scale achieved at niche programmatic platforms?• How do the benefits of niche platforms differ from the likes of larger scale programmatic platforms?

10:10 NETWORKING REFRESHMENTS & EXHIBITION VISIT

Expanding your rewards portfolio through partner marketing• Selecting the right partner to work with• Establishing the right mix of rewards across partner brands• Managing inter-organisational politics for a sustainable and profitable partnershipVani Dixit, VP, Head of Loyalty, Axis Bank

Running a financially viable loyalty programme• Understanding breakage from the loyalty operator’s point of view• Examining how banks and credit card issuers view breakage• Creating and running a programme that serves your customers and your brand wellWong Wan Ling, Consulting and Strategic Marketer, Banking and Technology Sectors

Making loyalty point collection entertaining through gamification• Adding gamification to your rewards systems• Setting reasonable expectations of your gamification investments• Making engagement through gamification sustainable in the long run

Localisation at the speed of digital• Understanding how the same idea can work differently across cultures• Localising the execution of your marketing campaigns• Becoming nimble and responding rapidly to change in your environmentKatharina Pohl, Head of Marketing, Asia, Cotton On Group

Building consumer trust through personalisation• How personal is too personal?• Understanding the risks of personalising your marketing incorrectly• How to obtain information in commoditized categoriesNick Foley, President, Southeast Asia and Japan, Landor Associates

Cross-platform,O2O personsalisation in real time• Tailoring digital content to your customer’s tastes and browsing habits• Maintaining personalisation standards in the offline experience• Achieving the holy grail of omni- channel personalisation for all customers

Collecting enough data for effective analytics• When you don’t have enough data, what do you need to do to collect it?• How do you understand what to collect?• How do you break data out of siloes?• How do you clean the data and create customer records that can reliably inform your marketing?Benedict Ang, Associate Director, Business Risk Strategy & Efficiency (BRSE), ANZ Bank

Readying your data for use• Automating a tedious manual process• Counting non-standard data and making it usable in numerical analytics platforms• Raising the accuracy levels of your customer dataElvin Li, Head of R&D, Reebonz

Understanding consumer data concerns• Understanding what you’re allowed to collect and use• Balancing data collection with sensible use: How targeted can you make your marketing?• Protecting consumer data from misuse• Creating an effective disclosure policy

Search marketing and website visibility• Understanding the peculiarities of corporate websites: How do you compete with publishers for visibility?• Constructing a website that will attract higher search rankings• Keeping ahead of the constantly changing demands of search algorithmsElena Tan, Head of E-Commerce, Royal Selangor

What marketers need to know about visual search• Understanding how visual search differs from text-based search, and how purchase intent is understood at scale through images• At what point will brands need to start optimising their images for SEO?• Breaking out of the visual web black box and measuring the reach of visual content correctly

Battling for attention in the visual web• Creating beautiful and effective visual content that stands out from user-generated content• Understanding how ‘in-image’ ads improve ROI• Deploying advertising images that are contextually relevant and ad to the customer experienceChristopher Daguimol, Regional PR Director, ZALORA Group

LOYALTY

REWARDS

EXPERIENCE

PERSONALISATION & LOCALISATION

ANALYTICS

DATA SOURCING & PREPARATION

DIGITAL

SEARCH & THE VISUAL WEB


For the latest agenda, please visit www.terrapinn.com/lead

Roundtable Discussion Sessions

Using small data to gain big insights

• Why big data gives big trends but often loses out on small insights

• Understanding what people truly covet and why

• Creating effective work that resonates with people and leads to big business impactRichard Bradley, Executive Creative Director, Jack Morton Worldwide

Driving customer loyalty through content & innovation

• Capturing your customers’ imagination: Creating fun, unique and memorable experiences

• How to give customers an incentive to keep coming back to you for more

• What does innovation really mean, and how does it translate into loyal customers?

Andres Sosa, EVP, Sales, Marketing & Creative, THE OUTNET.COM

Networking cocktail reception

4Day 1 Wednesday 5 October 2016

AFTERNOON KEYNOTE PLENARY

KEYNOTE

17:00

16:20

KEYNOTE

17:20

KEYNOTE

17:40

18:00

If you want to get your solution in front of marketers, loyalty practitioners and heads of customer experience from across Asia then call Ambrish at +65 6322 2735 or email [email protected]

Same but different: Segmenting your customers when they look the same on the outside

• How to really know your customer: When you can build a customer profile with 5,000 data points, is basic demographic marketing dead?

• Using OCEAN personality traits to understand what people care about, what influences their behaviour, and what drives their decision making

• We can predict the future: How behavioural micro-targeting can help you anticipate your customer’s future needsAlexander Nix, Chief Executive Officer, Cambridge Analytica

DAY

2Growth Hacking: Using existing network effects to scale your business

• Thinking like networks

• Applying growth hacking to non-platform businesses

• Making growth hacking sustainable

• Understanding how brands actually grow

• Are services the way to go for big growth – and if so, how do manufacturers become service companies?

Mark Hayes, Co-Author, The Growth Hacker’s Guide to the Galaxy, Founder, Rocketshp

Establishing the tangible ROI of intangible marketing efforts

• Why is it so difficult to articulate the tangible financial value of brand building?

• Will the rise of data-driven marketing change the internal perception of marketing as a cost centre?

• How measurable is marketing?

Panellists:Andres Sosa, EVP, Sales, Marketing & Creative, THE OUTNET.COM Scott Spirit, Chief Strategy Officer & Chief Digital Officer, WPP

1Day 2 Thurssday 6 October 2016

Chair’s opening remarks09:00

If you want to get your solution in front of marketers, loyalty practitioners and heads of customer experience from across Asia then call Ambrish now +65 6322 2735 or email [email protected]

PANEL

KEYNOTE

09:10

09:30

MORNING KEYNOTE PLENARY

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16:20 CLOSE OF LEAD 2016

Scaling location-based marketing• Understanding how location-based, real-time data is obtained and deployed• Overcoming the limitations of real- time data collection• Understanding how advertising is targeted and deployed in real time• Constructing targeted content and deploying it in real time

Maximising customer lifetime value• Understanding the drivers of customer lifetime value• Examining the limits of extrapolating past data• Understanding the limitations of predictive modeling

Customer engagement as a loyalty metric• Making your services sticky• Encouraging customers to interact with you beyond the purchase• Providing ancillary services that keep consumers coming back to you for more

Constructing loyalty dashboards• Getting a complete view of your loyalty programme effectiveness• Why effectiveness measures have got to move beyond NPS• Why repeat behaviour does not necessarily equate to loyalty, and knowing what actually does

Working with review sites• Do you reward positive reviews?• How do you overcome the inherent conflict of interest present in advertising on review sites?• How candid should you be with your customers?• How do you effectively handle trolls?• Do you incentivize customers to review you?

Marketing beyond the talk: How Infiniti is changing the game• How can marketers go beyond storytelling to creating value for its audiences?• Becoming brand that does things• Creating a home for the driven: What value does that add to the brand?Senior Representative, Infiniti

Why marketers should care about the internet of things• How interconnected daily-use objects remove the guesswork from marketing• If IoT is another communication channel, what should marketers be communicating?• Will interconnected objects become a scaleable advertising platform?Dan Paris, Group Director – Business Development, TBWA\ Group Asia Pacific

Integrating virtual reality in CX• When will virtual reality become a commercial reality?• Should virtual reality be treated as the next big thing in customer experience?• How can virtual reality realistically enhance the customer experience?• What role does VR leave for human involvement in the customer experience?Cameron Woods, Marketing Director – South Asia Zone, L’Oreal

Getting cross-channel attribution correct• Examining the key challenges of overcoming cross-platform attribution analysis• Using cross-channel attribution analysis to inform budget planning

Gaining a single customer view• Integrating various data sets to construct a single reality• Democratising the use of data so your entire organisation is empowered to collect it and benefit from it• Organising teams across the company to provide a holistic view of the customerMichelle Ng, Voice of the Customer Project Lead, Lenovo

Communicating your insights effectively• Creating stories out of your data• Making your insights understandable across the board• Bringing internal and external stakeholders on board with a data- driven marketing approachSamit Chowdhury, Regional Marketing Director, Tetra Pak

The CMO dashboard: Knowing exactly where you stand at any time• What is the CMO dashboard?• How do you set up a CMO dashboard?• Who do you give access to?

Distributing and measuring the effectiveness of video• What is metadata, and how does it improve video search?• How do video distributors fine-tune the appearance of your video?• Understanding how the end-user device affects how your videos play, and minimising display problems

Understanding the role of brand voice in content marketing• Understanding what your brand truly stands for• Using that understanding to craft a ‘voice’ that informs all your content across paid, owned and earned media• Becoming like a publisher: Creating content with editorial value to your key consumersDaniel Yong, Director, Global Media, Marina Bay Sands

Understanding how viral content actually goes viral• Understanding why you can’t push a button and expect virality• Understanding why things go viral when they do• Creating the best content you can, and setting it up for easy sharingMarcus Low, Head of Marketing, William Grant & Sons SEA

Investing in effective sponsored content• Selecting the right stories to tell• Investing in the right media platforms• Scaling your sponsored content and earning editorial credibility

LOYALTY

MEASURING LOYALTY

EXPERIENCE

EXPERIENCE TECHNOLOGY

ANALYTICS

VISUALISATION AND REPORTING

DIGITAL

CONTENT MARKETING

• Evaluating the right method of delivery: How should you allow customers to track their rewards?• Reducing friction across all touchpointsEd Pasion, Head – Loyalty Programs, Jollibee

Mobile’s role in loyalty programme delivery• Establishing the appropriate level of mobile access to your loyalty programme• Evaluating whether you need a dedicated mobile app• Understanding how to make mobile a value-adding part of your loyalty programme

Thinking beyond ‘superfans’• Why superfans are great to have, but generally not enough• Why most of your customers don’t care much about you and how to profit from them anyways• Cultivating brand loyalty in infrequent customers

• Implementing 3rd-party monitoring of ratings to avoid ratings bias• Wording your ratings survey so that customers accurately convey their sentiments

Rating your customers• Improving your customer targeting based on how your customers are rated• Should your customers know that they’re being rated?• Does rating your customers change their behaviour towards you?

Apologies, disclosure and dealing effectively with service lapses• Are apologies the default response to a lapse in customer service?• How do you use apologies effectively?• How much of the blame do you accept?Shane Chiang, Head of Marketing & Communications, Honestbee

• Understanding the difficulties in measuring customer behavior rather than clicks• Mapping the path to purchase in an effective and digestible way• Combining marketing mix modelling with attribution analysis

Optimising campaign performance in real time• Understanding how ‘real time’ are real time measurement capabilities?• Installing a flexible decision-making protocol• Reacting in real time and reducing ineffective expenditure

Integrating analysis of data stored in siloes• Migrating from channel-specific analysis to seeing the whole picture• Integrating disparate metrics• Defining what marketing success looks like, and measuring accordingly

• How becoming storytellers will help raise the bar in advertising• Understanding the changing role of creative, media and PR agencies in creating quality content

Adapting your advertising strategies for digital video• Why TVCs don’t necessarily work on the small screen• Rethinking video content to suit shorter attention spans• Creating videos that encourage completion• Understanding the challenges of creating videos that work in multiple formats across multiple devicesLee Walsh, Managing Director, Publicitas

Social before media• The evolution of social media before platforms• Understanding the social mediums we all participate in• Thinking social before thinking social media (or Facebook)Eugenia Tan, Director of Strategy, Goodstuph

The long-term benefits of short-term rewards programmes• Understanding the strategic value of short-term promotions• Constructing short term reward programmes that add to the bottom line• Converting short-term promotions into long term loyalty

Discounting: Doomsday prophecies, strategies and tools that actually work• Effectively catering to a discount- hungry public• Maintaining pricing power in a price- transparent retail environment• Creating a discounting strategy that works in the long termAllard Sjollema, CEO, New Markets, Courts

Tapping on word of mouth: How to get your customers to bring you more customers• Getting people talking about your product• Offering incentives for current customers to recruit others• Rewarding customers brought on board through referralsPhilipp Kristian Diekhoner, Innovation Fellow, LOFT

Establishing a strong service culture• Establishing a culture that puts customer service at the heart of a company’s operations• Incentivising employees to provide a high quality customer experience• Constructing feedback measures that don’t penalize employees harshlyMaunik Thacker, Senior Vice President Marketing, Marina Bay Sands

Anticipatory design & automating customer service?• Understanding what the interface between AI and human intelligence, and what this means for the future of customer service• Examining how chatbots will change the way customer service professionals interact with customers• Understanding how smart products will revolutionise customer experienceMartin Riley, Managing Director, Singapore, Huge

Measuring social ROI• How wider digital metrics are biased when applied to social• Why social media metrics need to account for the residual value of social media investments• Why social media investments are balance sheet items and shouldn’t be expensed like advertisingSpencer Lee, Commercial Director, AirAsia Malaysia

Analytics for visual channels• How an increasingly visually driven social media environment is making analytics more and more difficult• What social analytics tools do to overcome image blindness• Extrapolating from image data

Responding to sentiment analysis data• Understanding how sentiment analysis actually works• Determining how accurate sentiment analysis software is• Incorporating sentiment analysis data into your digital campaigns

Doing social media right• What it really takes to build a value- adding social media presence• How human can a brand really be on social media?• Should a brand’s goal be to position themselves as a consumer’s ‘friend’?• Would some brands be better advised to spend on social advertising instead of social content?

Social commerce and the disintermediation of retail• Examining how suitable social media is for e-commerce• Conceptualising social strategy as an e-commerce driven effort• Examining the right channels for social commerce• Will ‘buy’ buttons ever take off?• At what point will social become a major force in retail?Nandini Joshi, Head of Strategy, Sephora Digital

LOYALTY

SHORT-TERM REWARDS & ADVOCACY

EXPERIENCECHAIRPERSON: Phil Dorman, Director, ?WhatIf

Innovation Partners

SERVICE DESIGN

ANALYTICSCHAIRPERSON: Brooks Thomas, Communications

Advisor, Southwest Airlines

UNSTRUCTURED DATA INSIGHT

DIGITAL

SOCIAL




32 Day 2 Thurssday 6 October 2016Day 2 Thurssday 6 October 2016

Constructing mechanisms for customer feedback• How easy should you make it for your customer to convey complaints to you?• Should customers be given a complaint channel on every touchpoint?• How do you manage complaints from various sources centrally? • How much leeway do you give employees to handle customer complaints without consulting higher-ups?Joao M. Rocco, Vice President, Global Brand Experience, ACCOR Hotels Luxury & Lifestyle Brands, ACCOR

Rewarding customer advocacy through social media• Effectively integrating loyalty programmes with social media• Constructing rewards that account for social media advocacy• Creating a virtuous cycle of social media advocacy and greater brand reach

Creating a robust customer service infrastructure• Ensuring service consistency across multiple touchpoints• Centralising your customer service around a command centre• Building a strong contact centre• Should you be available to your customers 24/7?Tristan Torres Velat, General Manager, Deliveroo

Collecting, measuring and incorporating offline data into your analytics activities• Quantifying impressions and engagement on non-digital channels• Integrating this data with your digital data• How accurate can data be if you can’t track it?

Influencer marketing on social media• Constructing an effective social media influencer marketing strategy• Ensuring that your investment in social media influencers is both authentic and on-brand• Scaling your investment in social influencersChristopher Smith, Head of Digital and Branded Content, Endemol Beyond Asia

Continued Continued Continued Continued

LOYALTY

LOYALTY TECHNOLOGY

EXPERIENCE

RATINGS AND REVIEWS

ANALYTICS

ATTRIBUTION & OPTIMISATION

DIGITAL

STORYTELLING & VIDEO

Making your loyalty programme easy and enjoyable to use• Simplifying your loyalty programme

Constructing accurate ratings systems• Incentivising employees to monitor customer ratings accurately

Moving towards converged analytics• Examining the relative merits of marketing mix modelling over attribution analysis

Thinking of advertising as entertainment• Why advertising as entertainment is an old concept but is now more relevant than ever

Monetising social media marketing• Do sales from social media investments result from social content or social advertising?• Social media as an engagement platform: Why social media strategies need to be rethought• Are social media channels primarily valuable as content distribution engines?• Empowering your employees for social success• What does social success mean?Kelvin Lee, Global Director, Social Media Marketing for Financial & Risk, Thomson Reuters

For the latest agenda, please visit www.terrapinn.com/lead

3Radical

6Estates

Ab Initio Software

ADV

AGSX

AIA Singapore

Aimia

Air Asia

Asiapay

AXA

Axis Bank

Banyan Tree

Berkley Group

Brand Union

CA Technologies

Canon

Cartesian Consulting

Cebu Pacific Air

Centara Hotels & Resorts

Changi Airport Group

Chevron

Citibank Singapore

Cognizant Technology Solu-tions

Collinson Latitude

DBS Bank

Commonwealth Bank

Dunnhumby

EHOTELADVISOR

Electrolux

Estee Lauder

Expedia

Foodpanda

Fraser Hospitality

Fuji Xerox

Fusionex

GlaxoSmithKline

Global eCommerce

Globe Telecom

Google

Grabtaxi

Gucci

Havas Drive

helloPay

Hewlett-Packard

Hinton Information Services

ICLP

IDA Singapore

InterTouch

Jetstar Asia Airways

KFC & Pizza Hut

Landor Associates

Lazada

LEGO

Lenovo

Luxola

ManagePay

McDonalds

Millennium & Copthorne

Monsoon Star

NTT Docomo

OgilvyOne

Paz Life

Philips

PropertyGuru

PT Great Eastern Life Indo-nesia

Redmart

Royal Plaza On Scotts

Samsung

SapientNitro

Scoot

Singapore Post

Singtel

SoftBank Singapore

Sony

Subway

Sun Life of Canada Inc.

The Walt Disney Co

Tigerair

Virgin Active

Visa

Wunderman

Wyndham Hotel Group

PREVIOUS ATTENDEES INCLUDETHE EVENT, NOW IN ITS 5TH YEAR, WILL BE ATTENDED BY

AND FROM ACROSS ASIA

FROM ACROSS A VARIETY OF IN-DUSTRIES INCLUDING

B2B

Loyalty Programme Directors

Campaign Managers

Middle East 5%

India 5%

Indonesia 15%

Singapore 25%

Australia5%

Hong Kong/China5%

Vietnam/Cambodia/Laos5%

Thailand10%

Philippines10%

Malaysia 15%

Social Media Managers

Head of PR

Head of Data

Head of Customer Experience Data Scientist

CMO

Digital Marketing Directors

Head of Insight and Analytics

Marketing Director

Chief Customer Officer

Head of CRM

Head of Search

WHO ATTENDS LEAD?

Retail

etail

Banking and finance

Hotels and hospitality

Leisure and entertainment

Airlines and transport providers

Utilities and telecommunications

Media and broadcast

FLOORPLAN

The exhibition is where technology companies leading innovation in loyalty, customer experi-ence, marketing analytics and digital marketing technology will be showcased.

TECHNOLOGY ON DISPLAY WILL INCLUDE

2016 SPONSORS AND EXHIBITORS

The event features over 30 exhibitors and is attended by over 650 attendees. A variety of packages are available from small pods - ideal for technology startups - to senior sponsorship packages for those wishing to be seen as leaders in this industry.

If you want to get your solution in front of marketers, loyalty practitioners and heads of customer experience from across Asia then call Ambrish now at +65 6322 2735 or email [email protected]


THE EXHIBITION

LOYALTY

• Loyalty platforms and programmes• Voice of the customer• Rewards and incentives programmes• Community and review solutions• Gamification• Card manufacturers/printers

• CX management systems• Omni channel solutions• CRM• Experiential marketing• Customer engagement solutions• E-commerce platforms• Consultants

EXPERIENCE

• Data management and storage• Web and mobile analytics• Visualization and reporting• Real time and dashboards• Social media monitoring• Predictive analytics• Data security

• Social media technologies• Marketing automation• Programmatic ad placement• Content marketing• SEO and SEM consultants• Mobile marketing• Campaign management• Marketing apps

DIGITALANALYTICS

A15

P01 P02 P03 P04 P05 P06 P07 P08 P09 P10 P11 P12 P13 P14 P15 P16 P17 P18 P19 P20 P21

A13

LUNCH LUNCH

A03 B03 C03

C01

C04

C02B01

B04

B02A01

AA01 AA02 BB01 BB02 CC01 CC02

A04

A02

A16

A14

B15 B16 C15 C16

D11

D09

D07

D05

D03

D01

B13

B09 B10

B07

B14 C13 C14

1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1

1

2 2

2

7

2 2 2

2

2 2

2 2

4

3

7

2

3

6

3

3 33 33 3

3 33 3 3

6 6

3

3

3

3

3

3

3

3 33 3

2

2.5

2.5

2.5

2.5

2.5

2.5

4.9

5.9

1.4 1.4

2.5

2.5

2.5

2.5

2.5

2.5

2.5

2.5

4.2

4.2

0.5

3.0

4.2

3.55.9

ENTRANCE & EXIT

Sold/Reserved

Executive Exchange LoungeOur Executive Exchange Lounge offers you more than just a simple stand. They provide a comfortable meeting place on the exhibition floor to spend time with prospective clients and showcase your solutions.

Our marketing campaign kicks off twelve months out and is a fully integrated digital cam-paign using a variety of channels:

WEBSITEOur website is fully responsive and is updated regularly.

EMAIL MARKETINGWe run a sophisticated lead generation and lead nurture campaign to our comprehensive database.

DIGITAL ADVERTISINGWorking with a leading digital advertising agency adverts will be placed on Google, display networks, and Facebook. Retargeting will be used extensively.

INBOUND MARKETINGOur team regularly blogs, and ebooks will be produced for download and lead generation.

SOCIAL MARKETINGBlog posts and event alerts are regularly posted to our dedicated Facebook page. They are posted to relevant 3rd party groups and pages.

PRESS AND 3RD PARTY CAMPAIGNWe will be partnering with leading press and media. Digital advertising, email blasts and print adverts will be placed in the run up to the event.

DIRECT SALESOur dedicated direct sales team ensures that no lead is left unconverted. As a sponsor or exhibitor at LEAD you can leverage our marketing campaign:

• Your logo will be prominent on all marketing materials

• You can benefit from our inbound marketing machine and post blogs and content to the site

Number available

Keynote Presentation

Track Chair and Sponsor

Roundtable moderator

Private lunch

Conference passes

PR (video interview and blog article)

Keynote Chair

Advisory board

Track presentation

Pre-day workshop

Facilitated meetings

Lead generation

Executive lounge

Title

1

AM day 1

1

1

1

15

Yes

AM day 1

Yes

1

1

15

Yes

18m2 Lounge

Platinum

2

AM day 1

1

1

1

10

Yes

PM Day 1AM Day 2

Yes

1

10

Yes

12m2 Lounge

Gold

5

1

1

8

Yes

1

5

Yes

6m2 Lounge

Silver

10

1

5

Yes

2

Yes

6m2 Lounge

Exhibitor

21

2

6m2 Lounge

Pod

21

1

1m2 Pod

SPONSORSHIP PACKAGES

A YEAR ROUND INTEGRATED

MARKETING PLAN



The earlier you book, the more you’ll saveIt’s really easy to book your place onlineOur online calculator will ensure you take advantage of the best dealGo to www.terrapinn.com/lead and book now!

BOOK YOUR DELEGATE PLACE TODAY!

DELEGATE BOOKING

Package

GROUP OF 3 NOW AT SGD$750 PER TICKET

2 day conference pass

Offer expires 26 August 2016

SGD$1500

Final Price

SGD$1650

Go to www.terrapinn.com/lead and book or call +65 6322 2701

Register now and get the offer price - on your phone. Scan this QR pattern with the camera on your smartphone and register.

Don’t have a QR reader app? You can download one for free from the App Store. Don’t have a smartphone? You can also register on our web site at www.terrapinn.com/lead

LOYALTY ANALYTICS EXPERIENCE2964) LEAD... · marketing analytics and digital marketing technology...

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Transcript of LOYALTY ANALYTICS EXPERIENCE2964) LEAD... · marketing analytics and digital marketing technology...