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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
Chief Executive Officer
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
Chief Executive Officer
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
:25
14:4
515
:05
15:2
5
11:2
011
:40
12:0
013
:45
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
15:45 NETWORKING REFRESHMENTS & EXHIBITION VISIT
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
11:0
0
14:0
014
:20
14:4
015
:20
15:4
016
:00
11:2
011
:40
12:2
012
:00
14:4
0
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
10:10 NETWORKING REFRESHMENTS & EXHIBITION VISIT
12:40 NETWORKING LUNCH & EXHIBITION VISIT
15:00 NETWORKING LUNCH & EXHIBITION VISIT
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
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]
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
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]
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 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