7:30
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QLD Branch Guru Breakfast
This breakfast briefing will deliver a unique opportunity to gain insights into how Nestlé Australia drives a multi-channel data focused approach to campaign performance and consumer engagement that goes far beyond the shelf. Helen will discuss how they are:
Driving campaigns and consumer engagement: A multi-channel data focused approach from Nestlé Australia
- Investigating what other FMCG’s are doing in relationship marketing AU/NZ: Developing a multi-channel marketing strategy that goes far beyond the shelf
- Consumer optimisation: Streamlining data processes and implementing strategic data collection strategies that deliver meaningful data
- Knowing what and how to effectively collect data including details of field of online/offline forms and collection for future analysis
- Implementing effective acquisition and retention strategies to increase consumer engagement
- Integrating your database with Facebook and YouTube: Analysing the potential
Helen Rudolf, Relationship Database Manager, Nestlé Australia
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| 9:00 |
Conference Welcome
Opening remarks from the Seminar Chair
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| 9:10 |
Measuring the Success and Improving the Performance of Any Campaign
In this presentation, Adam will focus on media attribution across traditional and digital channels from both a B2B and B2C perspective, including:
- Analytics and attribution: Identify, evaluate, vet and find the best attribution valuation practices and methodologies for you
- Develop an effective attribution management modeling campaign
- Investigating attribution and ROI measurement:: New Imperatives for online marketing
- Learn how to measure the impact of display, search, email and social media
- Closing The Loop: Effective strategies to track every lead
Adam Goldberg, Co-Founder & Chief Innovation Officer, CLEARSALEING (US)
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| 9.50 |
Strategies to maximise your campaign
WINNER 2010 ADMA EFFECTIVENESS AWARD: Gold for Data Driven Direct Marketing
- Find out why NRMA struck Gold at the ADMA Awards in 2010 with their story on how they’ve enhanced their customer relationships through data.
- Data collection: Creating new data discovery
- Providing ‘value add’ communications: Up-selling whilst deepening your customer relationship
- Reinforcing relationship by recognising loyal status and delivering a highly personalised message
Megan Ward, Direct Marketing Manager, IAG – NRMA
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10:30
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Morning Tea
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Fundamentals Stream
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Advanced Stream
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| 11:00 |
Business Needs More Transactional Data like a Fish Needs a Bicycle
- Maximising your customer revenue potential: Data for retail location planning
- Using data to drive your loyalty programme
- Developing spatial interactive modelling and analysis
- Data for retail location planning
Clayton Hollingsworth, Managing Director, CITYFARMERS |
Driving your business to the customer
- Leveraging your data at every customer interaction
- Harnessing data in real-time for superior customer experiences
- Streamlining process with planning and technology
- Achieving improved customer relationships and organisational bottom line
John Devaney, Executive Manager Marketing & Alliances, RACQ
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| 11.40 |
Analytical insight: Making marketing assets work in the business
- Flight Centre’s journey: The challenges and rewards to effectively using and exploiting its data
- Looking at alternative ways in which the business is using its data
- Developing an entirely new approach to using customer data
- Taking best practice examples from other industries
Dicken Doe, Managing Director, BEYOND ANALYSIS
Sally Chapman, DM Manager, FLIGHT CENTRE
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Discovering a new way to look at ecommerce transactional data to accurately measure value
- How has our data evolved and where is it now
- Moving from buyer or seller view to an integrated customer view
- Taking data analysis to the next level with lifecycle value
- How assigning value to a customer can be a game changer
Duncan Brett, Business Analyst, EBAY |
| 12.20 |
Generating timely insights with the resources you have
- How to segment and extract the right information
- Implementing predictive analytics and modelling
- Developing reactive campaigns using customer insights
- Using behavioral analytics to increase effectiveness
Jacqueline Vander Meeden, Analytics & Modelling Manager, OPTUS
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Turning Information into insights with effective analytics
- Consolidating data into a single customer view
- Understanding what your data means and how to leverage it
- Generating automated messaging for customers
- Optimising your performance with effective web analytics
Scott Williams, Consumer Insights Manager, VIRGIN MONEY
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| 1:00 |
Lunch |
| 1.50 |
Striking the data balance: Strategies of being successful in business whils being food for GE
- Changing marketing processes through segmentation
- Internal IT segmentation: Developing clustering algorithms to identify internal customers needs
- Implementing a self rating (scoring) system
Scott Barber, CRM Leader, GE CAPITAL
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Driving Insights from Data: Looking at the Next Generation of Marketing Tools for Real Time Insights
- Social media monitoring: Analysing the benefits of tools and metrics whilst still retaining the human touch
- How to develop effective reporting mechanisms: Understanding the true value of captured information
- Next generation of data: Enhancing customer visualisation
Brendan Foster, Google Product Specialist, GOOGLE
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| 2.30 |
Driving Best Practice Online Behavioural Advertising (OBA) in Australia
- OBA: What you need to know
- Emerging international OBA regulatory trends
- An overview of the best practice guidelines
- Balancing consumer and business interests in Australia
Melina Rohan, Director – Corporate & Regulatory Affairs, ADMA |
Up in the Cloud: Maximising the potential with the data you have
- Improving agility and speed to market whilst providing richer insights, lower cost per campaign and greater focus on “test and learn”.
- Maximising data potential and unlocking possibilities with new analytical tools
- The concept of “In-Memory Analytics” and cloud computing
Amos McKegg, Database Strategy and Privacy Manager, MICROSOFT
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| 3.10 |
Afternoon Tea
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| 3.40 |
The art of data: Analysing the creative that comes from data driven opportunity
- Data visualisation: Representing a component of a customer’s life
- Moving from test, learn and react: What are the creative opportunities data creates
- Knowing what to do with the overwhelming volume of data: How to sculpt the right message
Nick Pritchard, Creative Director, DECODER
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Monetising data assets: You thought a single customer view was tough
- Defining value: For the customer, for the company, for your competitors
- Social Media: Squeaky wheel or the tip of the iceberg
- Monetisation Opportunity: “size the prize”
- Making sense of it: A road map
Andrew Kerekes, Manager Consulting and Analytics, ACXIOM
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| 4.20 |
Capturing the Value of Web Analytics within your Organisation
- Understanding the value of web analytics: How it’s worked for us and why it can work for you
- Combining insights of web analytics with traditional business
- Accelerating marketing performance by adopting web analytics
Bronwyn Sims, Analytics Manager, REA GROUP
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Analytics Modelling: How to Utilise the Latest Approaches in Predictive Modelling to Better Understand your Customers
- A technical overview of predictive modelling techniques
- Interpreting the outcome and understanding the insights
- Demonstrating best practice predictive modelling
Adrian Ewart, Director – Client Engagement, VEDA ADVANTAGE
Nick Banbury, Director of Analytics, VEDA ADVANTAGE
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| 5:00 |
Networking Drinks
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