Claire Hazle, Director of Digital Customer Products at L&G
Connecting customer experiences at moments that matter
Managing your financial wellbeing can be daunting and complex, particularly during major life events. Hear from L&G about how insight and CX techniques such as service design and customer journey mapping are helping them to better understand and connect consumer experiences across channels and key moments that matter.
9.30-9.50
Simon Hofmeister, Head of Industry, eCom, TikTok
The Future of Social Commerce
“People spend money when and where they feel good.” – Walt Disney. On TikTok, authentic storytelling and a focus on entertainment create an environment where audiences are in the right mindset for buying, and where commerce can thrive.
Simon Hofmeister, ecom Vertical Lead, TikTok, uncovers why commerce is thriving on the TikTok platform specifically, how it is accelerated through entertainment, and showcases exclusive data to enable you to understand the mechanism behind TikTok’s purchasing force! Discover how brands have tapped into the #TikTokMadeMeBuyIt phenomenon and how you can too.
9.55-10.25
Tara Dee West, Senior Paid Search Manager, B&Q
Using Paid Search to Drive Omnichannel Revenue
Since the pandemic customers have made a strong return to shopping in store. Digital marketing has to pivot to drive sales wherever customers are, so omnichannel strategies are increasingly important right now. There is often a misconception that digital marketing is for driving digital sales, but this is not true.
In this talk Tara Dee West will explain how B&Q has used paid search to successfully drive omnichannel revenue both in store and online. From bidding strategies to local campaigns, and proving the incrementality of paid search in store.
10.30-10.50
Richard Shotton, Author of The Choice Factory
Using behavioural science to make your brand appear better value
The cost of living crisis is a big concern for all brands. In this talk, Richard Shotton will look at how you can use findings from behavioural science to address the issue. In particular, he’ll focus on experiments which can help tackle increased price sensitivity among your buyers.
11.10-11.40
Ecommerce Masterclass: How to connect with your consumer if they’re not ‘yours’?
Steffan Aquarone, Digital Transformation Trainer and Consultant, Econsultancy
Plenty of companies don’t have direct to consumer relationships, including many in manufacturing, FMCG, healthcare and beyond. What does the playbook look like for these B2B2C businesses seeking to influence and engage the end consumer in ecommerce?
Masterclass track 11.00-11.50
Join in-depth and practical sessions with Econsultancy’s trainers and consultants, allowing you to reassess your marketing and ecommerce strategies.
Please note: Places for masterclasses are very limited so please ensure you have registered for the sessions you would like to attend.
Roundtable 1
Social and influencer marketing strategy – challenges and opportunities in 2023
From creator trends to ad budgets, social commerce to the role of community, come along and discuss how your social media strategy is evolving in the current climate.
Brought to you by Influencer Intelligence
Moderator: Damian McAlonan, Commercial Director, Xeim
Roundtable 2
Data and analytics – the state of personalisation
First-party data, CRM and loyalty have come to the fore thanks to changes to tech frameworks, data protection regulations, the cookie crackdown and brick-and-mortar closures in the pandemic. What does personalisation look like now? And how easy is it to achieve?
Brought to you by Econsultancy
Moderator: Charlie Gavin, Client Director, Econsultancy
Roundtable 3
Driving business value with fast customer insights
Businesses are facing an unprecedented environment where customer sentiment is changing rapidly. Discover how you can meet your ideal customers’ expectations of a personalised, fast and easy digital buying experience.
In partnership with UserTesting
Speaker: Tom Charteris, Senior Solutions Consultant, UserTesting
Roundtable 4
Achieving profitable growth from ecommerce
How do you ensure your ecommerce investment builds greater resiliency, and allows continued innovation?
In partnership with Box UK
Speaker: Allie Brock, Head of Ecommerce, Box UK
Tom Callow, Head of External Affairs, myenergi
Connected energy: Turning consumers into prosumers
Energy has historically been analogue when it comes to consumers, but with the digitisation of energy and the growth of energy smart appliances – from electric vehicle charge points to domestic batteries – connected customers will not only delivery energy independence to consumers, but flexibility and sustainability for the energy system, too.
11.50-12.10
Understanding Customer Needs in Healthcare – Digital Data Leading To Action
Ben Myall, CEO and co-founder, Three Whiskey
With an immeasurable amount of data at our disposal, how do we decipher insights that help us create connections with our customers?
In this talk we’ll look at the importance of building insights from data and how we marry the voice of the customer with our business objectives.
12.20-12.40
HOW SKY BET IS MAXIMISING ITS CRM FUNCTION
Tom Hargreaves, CRM Strategy Manager, Sky Betting & Gaming
Charlie Sharkett, Senior CRM Strategy Executive, Sky Bet
In this session Sky Bet will detail their journey in CRM over the past few years, including how gamification & personalisation has become a staple feature of their strategies, leading to award winning campaigns & playable product features for their customers. They’ll also discuss how they have empowered their team to maximise & drive change in their business through the CRM function.
13.25-13.55
Customer Needs Framework: How to be laser focused on your customers’ needs
Barbara Stewart, CX Consultant, Econsultancy
Let’s face it, there is very little new about the concept of customer centricity. However, there is plenty of room for improvement in both strategy and execution, especially when it comes to understanding and leading with your customer’s needs.
In this session we will discuss simple and practical tasks and tools you can use straight away to:
– Transitioning from internal to external perspective
– Understand your customer´s motivations
– Identify customer needs and biases
– Use customer needs insights to optimise your Go to Market Model
– Develop more effective marketing
Masterclass track 13.15-14.05 & 15.05-15.55
Join in-depth and practical sessions with Econsultancy’s trainers and consultants, allowing you to reassess your marketing and ecommerce strategies.
Digital Measurement: State of the Nation
Andrew Hood, founder & CEO, Lynchpin
Digital measurement is currently undergoing one of the biggest paradigm shifts since web analytics was first conceived: consent changes, abolition of 3rd party cookies, probabilistic counting and server-side tracking (not to mention a new version of Google Analytics). This session explores what this all means in practical terms for your analytics strategy.
14.05-14.25
The news agenda for 2023
Nicole Wilkins, publisher, Foresight News
What can marketers expect from the wider news agenda over the next six to 12 months? Nicole Wilkins, publisher at Foresight News will provide valuable context on what the future will bring for the cost of living crisis and economic situation we’ll be working through in 2023. Nicole will look at where prices will be rising and why, what we should expect from our new prime minister, and what else is on the horizon for next year.
14.35-14.55
Roundtable 5
Marketing and the cost of living crisis
Inflation is at a 40-year high, denting the confidence of customers and putting pressure on margins. How can marketers navigate these challenges? Join us to discuss the role of price, brand building and communication in uncertain times.
Brought to you by Marketing Week
Moderator: Russell Parsons, Editor-in-Chief, Marketing Week
Roundtable 6
Digital transformation and skills
What does digital transformation mean to your business in 2023? Join your peers to discuss digital skillsets, leadership and technology.
Brought to you by Econsultancy
Moderator: Anna North, Client Director, Econsultancy
Roundtable 7
Driving business value with fast customer insights
Businesses are facing an unprecedented environment where customer sentiment is changing rapidly. Discover how you can meet your ideal customers’ expectations of a personalised, fast and easy digital buying experience.
In partnership with UserTesting.
Speaker: Bee Nookala, Senior Product Marketing Manager, UserTesting
Roundtable 8
Unlocking accelerated ecommerce growth through customer experience optimisation
How to use data to your advantage to move fast, learn quickly and repeat success
In partnership with Box UK.
Speaker: Allie Brock, Head of Ecommerce, Box UK
Panel: What does digital transformation mean in 2023?
Chair: Richard Robinson, Managing Director, Xeim Engage and Oystercatchers
Panellists:
- Kate Cox, CMO, BrightBid
- Fiona Spooner, Managing Director, Consumer Revenue, Financial Times
- Emily Latham, Head of Digital Marketing and Martech, Channel 4
What exactly does it mean to be digital today? Do consumers still make the distinction between digital and traditional? What do the skills gaps look like within marketing teams and the wider org? What processes and tech are proving their worth?
15.15-15.45
Digital Shift: Case studies from the cutting edge of digital and ecommerce
Join SVP of Research and Learning, Stefan Tornquist for this in-person edition of Econsultancy’s Digital Shift webinar, an ongoing exploration of the latest trends and innovations in digital technologies, marketing and ecommerce.
