Tracking the Customer Journey: A Data Model For The Digital World
As digital channels proliferate, tracking the full customer journey involves an ever-increasing number of complex, channel specific data sources each of which spews out large quantities of data. How do you join fundamentally different types of data and make sense of them? Neil will walk participants through the deeper challenges of joining digital data, present how the customer intelligence platform created by iJento can support this and show how clients are leveraging significant business value from it. Annette Leeke will provide the audience with insights into how she and her team at LV= are pioneering customer centric insights and optimisation using iJento's customer intelligence technology. And more importantly, how this relates directly to strategic business objectives of increasing profits and improving user experience.
About the speakers
Neil Mason, SVP Customer Engagement, iJento
Neil joined iJento in September 2012, to lead its customer engagement and services team. He is responsible for providing clients with the best technology performance and customer insights from iJento's digital and multichannel customer intelligence solutions.
In the world of marketing analytics, Neil has always been at the forefront of his field. Over the past 25 years Neil has accumulated a wealth of experience and expertise working across a variety of marketing analysis and research disciplines. For the last 12 years Neil has worked predominantly in digital channels combining a strong blend of commercial and technical understanding in the application of consumer insight to help major brands improve performance both as a marketer and as a consultant. During this time he also served as a Director of the Web Analytics Association for two years.
Neil's expertise ranges from advanced analytical techniques such as segmentation, predictive analytics and modelling through to quantitative and qualitative customer research.
Annette Leeke, Head of Web Analytics and Optimisation, LV= (Liverpool Victoria)
Annette is a digital specialist with 14 years experience. She established the web analytics team within LV= in 2007 following several years in web development, programming and business analytics.
Currently, her team are specialists in digital insight, web analytics and digital optimisation. Their objective is to deliver digital insight to increase profit and user experience. They work collaboratively with LV=’s user experience team, digital marketing teams and web developers to pioneer strategic optimisation plans across the business - for both Life Insurance and General Insurance areas.
The primary digital analytics tool used by Annette and her team is iJento’s multichannel customer intelligence platform. She is a pioneer for customer centric insight and optimisation that relates directly to strategic business objectives. Most recently looking at advanced multichannel analytics having developed attribution models and customer profiling to improve performance.