Data Day 2011

7:30	VIC 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
9:00	Conference Welcome *Opening remarks from the Seminar Chair* - Oliver Rees, CEO / Founder, TORQUE
9:10	Plan, design, and execute more engaging campaigns through a master contact view Development of the world’s largest B2B contact database covering 100+m companies: Creating a Master Contact View Improving the quality and quantity of individual contact information to engage more effectively with prospects Identifying contact data shortfalls Using a powerful set of bespoke models to enable CISCO to optimize up-sell and cross-sell opportunities Gaining 3rd party list data: Matching and de-duping against Cisco internal data Developing a set of tactics to acquire new contacts, re-activate dormant contacts, and to enrich existing contact information Improved insight in a shorter timeframe: Ensuring data potential is fully exploited Mike Bull, Global Database Marketing Manager, CISCO (US)
9.50	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)
10:30	Morning Tea
	Fundamentals Stream	Advanced Stream
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	Using your best customers to find the ideal ones How to reveal the intimate behavioural details of your best customers Developing an ideal customer profile for proactive offers with far greater response rates Providing insights and best next offers at the moment of interaction Exploring methods and results from delivering optimised customer interactions Dr. Neil Skilling, Global Solution Owner: Customer Interaction Optimisation, PITNEY BOWES BUSINESS INSIGHT
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	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	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
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	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
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
3.10	*Afternoon Tea*
3.40	Strategies to maximise your campaign 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	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
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	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
5:00	*Networking Drinks*