The Association for Data-driven Marketing and Advertising (ADMA) has announced the line-up for its Engage events in Sydney and Melbourne with senior executives from Airbnb, Nespresso, Spartez and BMO Financial group keynoting.
This year, ADMA has secured 21 of the world’s most innovative global brands leading the way in customer engagement with experts sharing their experience across the travel, retail, finance, wine/spirits, wearable tech, home electronics and healthcare industries.
Engage takes place at Crown Promenade in Melbourne on Monday 24 November and Luna Park in Sydney on Wednesday 26 November 2014.
“Consumers today are seeking a seamless, personalised experience across all touch points and have high expectations that brands will deliver. As a result, having a successful customer engagement strategy has never been more important,” said Jodie Sangster, ADMA CEO.
The four keynotes are:
Roger Foisy, head of email marketing for Airbnb (USA), will discuss how Airbnb has redefined customer experience across the globe.
Adela Messinger, head of retail operations, Nespresso (UK and Republic of Ireland),will explain how Nespresso has met customer expectations by adopting an omni-channel mindset and remaining adaptive to different markets.
Krzysztof Piwowar, senior user experience designer, Spartez (Poland), will focus on bringing together user experience design with a customer experience strategy.
Gayle Ramsay, vice president customer analytics, BMO Financial Group (Canada), will define the customer experience journey in the age of the empowered customer, looking at managing complex multichannel partner environments and data strategies.
This year Engage has four conference streams examining how successful brands are using the four key pillars of technology, data, content and creativity to provide cohesive customer experiences.
In the technology stream, Anthony Ho, head marketing of services for Mondelez (Australia), will share lessons from the company’s Mobile First incubator program; Ben Moir, director, wearable experiments and snepo research (Australia), will focus on how wearable technology is moving beyond the functional; and Simon Edwards, marketing analytical executive manager, Bankwest (Australia),will talk about reinforcing the foundations of effective end-user online experience to generate consumer insights.
On the content theme, Martin Corr, global marketing director of SurfStitch (Australia), will present on marketing to the new generation of brand loyalists and Declan Lee, director/co-founder Gelato Messina (Australia),will talk about creating a huge following on social to build customer loyalty.
From GE Australia and New Zealand, Emma Rugge-Price, VP branding and communications (presenting in Sydney), and Anthony Spargo, director of public affairs and communications (presenting in Melbourne), will focus on effective brand story telling through content.
Around creativity, Paulina Larocca, ceativity and concept director, Pernod Ricard Winemakers (Australia), will discuss the importance of taking an organisation-wide approach to fostering creativity and Naomi Simson, founding director, RedBalloon (Australia), will present on encouraging customer ‘wow’ moments by creating brand advocates and empowering your staff.
In the data arena, Matt Symons, CEO of Australia’s only online peer-to-peer lender, SocietyOne (Australia),will share his data-driven marketing philosophy to connecting investors and borrowers in the community; Antony Ugoni, head of marketplace analytics, SEEK (Australia),will talk about data-driven personalisation and using insights to improve customer experience; and Paul Chan, CEO of Pureprofile (Australia),will focus on agile insights and the power of small data.
Debate: who owns the customer experience?
With the emergence of roles such as the Chief Customer Officer, Engage will close with a panel discussion around the hotly debated topic of who really owns the customer experience journey in a company. C-suite executives from HCF, Tourism Australia (Sydney only), Virgin Money, AMP and DT will participate.