Trust is the holy grail of marketing, especially in data-driven marketing but it doesn’t always get placed at the forefront of campaigns, as it deserves.  In data-driven marketing, understanding the customer and the data you need to make a difference with them is paramount.  The better you target, the more trust you build.  In this white paper, Equifax will provide examples of creative uses of data resulting in improved targeting, ROI and stronger, more trusting customer relationships.

Let’s face it: Getting one-on-one personal attention beats dealing with a faceless corporate entity any day. But many companies, after decades of sending generic marketing and advertising messages to the masses, have been slow to personalise and humanise their online content. That’s a big mistake. With the rise of social media and accompanying corporate pages on Facebook, Twitter and LinkedIn, customers and prospects now move quickly and effortlessly between your company’s social presence and photos of their best friend’s recent vacation. So, their expectations for how businesses communicate with them have changed accordingly.

In this session, Silverpop’s Richard Evans will share several tips for humanizing your email content. 

Attendees will learn:

• How to Find the Right Voice
• Emphasizing Content that Educates and Solves Problems
• Incorporating Customer and Employee Voices into your Messages
• How to Measure Success

The growth in digital over the last 15 years has been the defining aspect of this age - now, digital is everywhere and everything is digital. There is no such thing as an online customer, or an offline customer - there are just customers.

However organisations have struggled to keep pace with this change. People are in divisional silos, processes are either online or offline, technology is often not diverse, and not seamlessly integrated, and large volumes of data is often disprate and not managed as the strategic asset that it should be. This has the impact of meaning customer value is not being maximised, and customer experience is often disjointed and frustratingly inconsistent.

Toby & Matt will talk about practical steps to solving these problems and integrating your marketing channels, drawing on experiences working with clients such as Barclaycard, Estee Lauder, Vodafone, RBS, More Than and many others.

Autonomy leverages IDOL - Autonomy’s unique meaning-based technology - to deliver the industry’s most comprehensive suite of marketing optimisation solutions. It delivers automated capabilities such as advanced analytics, pattern-matching and targeting to optimise marketing across multiple channels to drive business growth. Marketers can now take a proactive and automated approach for identifying emerging customer segments and determining the most effective way to market to them, including the most optimal product recommendations, promotional offers, pricing strategies, advertising placements, and augmented reality experiences.

Join Matt Mills, Senior VP for EMEA for Autonomy’s Optimization suite, to discover examples of how many of Europe’s leading brands are working with Autonomy to optimize their marketing efforts, drive revenues and deliver compelling and consistent customer experiences across web, mobile, tablet, video and social media.

Roxanna Mohseni, Head of Online Sales at BT, will share her experiences of transforming the customer experience on BT.com to make it the customers’ channel of choice. New research-based design, streamlined and automated order journeys, fewer clicks to self-serve, and real-time live chat engagement are all combined to deliver a great customer experience and record levels of online sales.

• Site design methodology

• How we focus on conversion

• Automated order journeys

• Using online chat to drive engagement

• Looking to the future

On 24^th May, following the introduction of EU legislation, the cookie officially crumbled.  However, debate and controversy continues to rage amongst the online community, with many remaining perplexed about what the affect will actually be.  Join Conrad Bennett, Senior Director Technical Services at Webtrends to understand the serious implications this legislation could have if you take a gamble with your cookies and the decisions site owners need to make now to stay one step ahead in the digital game.

Helen Southgate, Senior Online Marketing Manager, Sky, and Jonathan Beeston, Global Marketing Director, Efficient Frontier, will discuss the key differences between searchers on mobile vs desktop, the different approaches to take for mobile, and how Sky is capitalising on the growing trend of mobile searches.

Learn about the new emerging category of Customer Experience Management (CXM) that both Forrester and Gartner are discussing.  Understand what CXM means for online businesses and how it can be leveraged across channels.  See how CXM leverages multiple data sources including sales data, CRM, ERP, reviews, social media and analytics to deliver the most relevant content and experiences to the right customers at the right time.  Hear how JD Williams are managing the customer experience across online channels by combining content management with dynamic data driven capabilities depending on the real time context of the customer.  Learn how JD Williams are achieving greater personalisation and agility through a more dynamic approach to the online experience.  Understand how combining rich dynamic pages helps them deliver a larger footprint in Google, reduced bounce rate and greater coverage across natural search.