tag:econsultancy.com,2008:/topics/data-analytics Latest Data & Analytics content from Econsultancy 2017-12-06T15:48:00+00:00 tag:econsultancy.com,2008:Report/4669 2017-12-06T15:48:00+00:00 2017-12-06T15:48:00+00:00 Digital Trends in the Travel and Hospitality Sectors <p>The <strong>Digital Trends in the Travel and Hospitality Sectors</strong> report, produced by Econsultancy in partnership with <a href="http://www.adobe.com/uk/marketing-cloud.html">Adobe</a>, examines digital trends and evolving customer experience shaping the approach of digital marketers in the travel and hospitality sectors.</p> <p>The research is based on a Q3 2017 global survey of more than 600 senior digital marketing and ecommerce executives, with respondents from online travel agencies, transportation companies, hospitality organizations and restaurants. </p> <p>The report contrasts the four key sub-vertical respondents.</p> <h2>Key themes emerging from the research include:</h2> <ul> <li> <strong>Customer experience dominates </strong>the priorities of marketing executives in travel - it's rated even more highly than customer acquisition in a ranking of business priorities for the next year.</li> <li> <strong>Mobile experience/analytics </strong>is the top area of technology investment. Mobile sales are growing at breakneck pace, changing the marketing calculus for the next few years as executives scramble to figure out ways to translate the customer journey to an increasingly mobile experience.</li> <li> <strong>First-party data is underutilized</strong>, while more than half of all orgs are effective at collecting first party data, a much smaller share is taking full advantage of what it has to offer. Integration between third (and even second) and first-party data is a further challenge many companies encounter.</li> <li> <strong>Data security is a top concern </strong>for programmatic-buying organizations across verticals. Travel and hospitality organziations do a good job of collecting first-party data, but aren't optimizing its use in programmatic campaigns, often due to concern over how to keep used data secure.</li> </ul> <p><strong>Download a copy of the report to learn more.</strong></p> tag:econsultancy.com,2008:BlogPost/69631 2017-12-06T14:30:00+00:00 2017-12-06T14:30:00+00:00 Four steps to optimizing customer experience using data & analytics Jeff Rajeck <p>Yet marketers are tasked with addressing both, and so many are wondering about how these two distinct disciplines can be brought together.</p> <p>To find out, we recently invited dozens of client-side marketers to roundtable discussions about how they optimize their customer experiences using data and analytics. Throughout the day, marketers offered their insights and our subject matter expert, Liz Sullivan, VP, Strategy &amp; Insight, APAC, Epsilon provided guidance and real-world examples.  The main points are summarized below.</p> <p>Before we start, we'd just like to let you know about related upcoming training in Singapore. On March 8th, 2018, Econsultancy will hold a <strong>Mastering Customer Experience (CX) Management</strong> course for those who are eager to learn how to create 'wow' customer experiences. <a href="https://econsultancy.com/training/courses/mastering-customer-experience-cx-management/dates/3358/">Click here for more details and to book your spot</a>.</p> <p>So how can brands optimize their customer experience using data and analytics?</p> <h3>1) Gather data. Lots of it.</h3> <p>In the discussions, marketers spoke about their experiences of using data and analytics to improve their customer experience, yet not a single participant complained about having 'too much data'.</p> <p>The reason for this is that when trying to tackle a problem as complex as improving customer experience, marketers need as much data as they can get in order to discover what's happening during the customer journey. Data is also useful when trying to fix problems and measure whether or not the changes made a difference.</p> <p>CX principles play a role in this process as well, but as one attendee put it "data tells you how good your CX really is".</p> <p>Additionally, participants noted that in order to get data, management needs to be on board. Without top-level support, departments tend to silo data and frustrate CX improvement programmes.</p> <p><strong><img src="https://assets.econsultancy.com/images/0009/0867/optimizing-customer-experience-analytics-1.jpg" alt="" width="800" height="533"></strong></p> <h3>2) Work really hard on your unhappy marketplace marriages</h3> <p>Nearly every brand has a third party between them and at least some of their customers. For B2B it may be distributors and for B2C it is marketplaces.</p> <p>Liz Sullivan, our subject matter expert, pointed out that this relationship typically resembles an 'unhappy marriage'. Brands and marketplaces usually have different goals and often argue, but they are indeed stuck with each other. Marketplaces need the consumer appeal of big brands and brands need the digital distribution.</p> <p>Their differences are most apparent when discussing what brands need most for optimizing the customer experience, customer data. Marketplaces understandably want to keep their data to themselves, yet brands need marketplace customer data in order to make product and merchandising decisions.</p> <p>Attendees on the day concluded that the best way to move forward was for brands and marketplaces to work harder on their relationships. Marketplaces should release some of their customer data to brands and brands should be more selective about what they ask from their marketplace partners.</p> <p><img src="https://assets.econsultancy.com/images/0009/0868/optimizing-customer-experience-analytics-2.jpg" alt="" width="800" height="533"></p> <h3>3) If you can't get data, make the data</h3> <p>Many marketers on the day described situations where the data they needed to optimize customer experience simply didn't exist. Whether its in-store metrics or tracking codes which fail to work cross-device, some crucial data regarding the customer journey always seems to be unavailable.</p> <p>The suggested solution here is that when marketers cannot get the data they need, they should be creative and find alternative data which will satisfy their requirements.</p> <p>Participants shared how they obtain customer data through focus groups, surveys, user experience (UX) workshops, and even by using mystery shoppers.  While not as accurate as clickstream data, offline data can usually help a great deal with customer experience improvement initiatives.</p> <p>Some brands will go so far as to set up consumer discussion groups in order to find out what customers care about beyond the buying journey.  Many FMCG companies have set up community pages for this very purpose.</p> <p><img src="https://assets.econsultancy.com/images/0009/0870/optimizing-customer-experience-analytics-3.jpg" alt="" width="800" height="533"></p> <h3>4) Ditch ROI as a marketing goal</h3> <p>Finally, marketers said that one of the biggest impasses to optimizing customer experience using data and analytics is having to deliver marketing ROI.</p> <p>According to attendees, when marketers are busy proving ROI then the focus shifts from delivering value to the customer to trying to get value out of the customer. Increasing the click-through-rate (CTR) and reducing the cost-per-acquisition (CPA) become the only metrics that matter.</p> <p>Instead, participants suggested that marketers should work toward improving customer metrics, such as Net Promoter Score, if they are serious about improving customer experience.</p> <p>Doing so has the additional benefit of getting the whole organisation on the customer experience train, after which it is difficult to get off. Once management sees customer metrics ticking upwards, it's unlikely they will ever stop looking at them.</p> <h3>A word of thanks</h3> <p>Econsultancy would like to thank our subject matter expert, Liz Sullivan, VP, Strategy &amp; Insight, APAC, Epsilon for providing guidance and real-world expertise throughout the day.</p> <p>We'd also like to thank the table's sponsor, Epsilon, and all of the marketers who attended Digital Cream Singapore 2017 and shared their valuable insights.</p> <p>We hope to see you all at future Econsultancy events!</p> <p> <img src="https://assets.econsultancy.com/images/0009/0871/optimizing-customer-experience-analytics-4.jpg" alt="" width="800" height="533"></p> <p><em><strong>More on CX and data and analytics:</strong></em></p> <ul> <li><a href="https://econsultancy.com/reports/implementing-a-customer-experience-cx-strategy-best-practice-guide">Implementing a CX strategy</a></li> <li><a href="https://econsultancy.com/reports/measurement-and-analytics-report">2017 Measurement and Analytics Report</a></li> </ul> tag:econsultancy.com,2008:BlogPost/69626 2017-12-04T11:00:00+00:00 2017-12-04T11:00:00+00:00 A day in the life of... insight director at UM Ben Davis <p><em>(As usual, a quick reminder </em><em>to look in on the <a href="https://jobs.econsultancy.com/?cmpid=EconBlog">Econsultancy jobs board</a> if you're looking for a new digital marketing role yourself.)</em></p> <h4> <em>Econsultancy:</em> Please describe your job: What do you do? </h4> <p><em><strong>Michael Brown:</strong></em> Our team answers our clients’ big business questions - the type that can’t be answered with guesswork. Before our clients spend millions of pounds on advertising, we help ensure they know their target market inside and out, that their messages will resonate, and that their investment will generate the most effective ROI.</p> <p>Our mission is to deliver better outcomes through better art and science, so it’s my team’s responsibility to make sure that insight and <a href="https://econsultancy.com/reports/the-fundamentals-of-marketing-measurement-and-analytics">analytics</a> fuel all our comms thinking.</p> <h4> <em>E:</em> Whereabouts do you sit within the organisation? Who do you report to? </h4> <p><em><strong>MB:</strong> </em>My team delivers full-service insight to all of UM’s UK clients (we take creative charge of every part of the project, from questionnaire – in the case of quant projects – to the debrief report).</p> <p>At UM, Insight works shoulder-to-shoulder with our tools and analytics teams. The value of having joined-up teams is enormous. I report into Claire Spencer, head of insight at IPG Mediabrands (UM’s holding company).</p> <p><img src="https://assets.econsultancy.com/images/0009/0855/Michael_Brown.jpg" alt="michael brown" width="350" height="350"></p> <h4> <em>E:</em> What kind of skills do you need to be effective in your role? </h4> <p><em><strong>MB:</strong></em> For me, two key qualities make a great researcher. First, you need to be excellent at your practice – thorough at delivering methodologies, with attention to detail and, above all, a good analytical instinct that guides you on where to look in a data-set in order to find killer stories. </p> <p>The second, equally important, skill is communication: you need to be able to <a href="https://econsultancy.com/blog/67650-why-marketers-must-move-from-data-to-insight-to-action/">turn those insights into actionable recommendations</a> that clients can develop into profitable strategies.</p> <h4> <em>E:</em> Tell us about a typical working day… </h4> <p><em><strong>MB:</strong></em> Day-to-day, I work as a direct consultant to our clients, with my head in a range of different brands and categories.  At any given time, there’s also usually some broader project underway that requires closer thought. </p> <p>A fair part of the past couple of years, for example, have been occupied by thinking about The Economist on a series of insight projects we’ve delivered for them.  This is one of my favourite parts of my job - I get to work closely with colleagues and friends like Neil Peace, who leads the business, and to sit at the table when the newspaper makes big decisions. Great work comes from intelligent and open-minded clients and a smart and collaborative team.  </p> <h4> <em>E:</em> What do you love about your job? What sucks? </h4> <p><em><strong>MB:</strong></em> The best thing about my job is how focused it is on relationships. With our clients, these are based on years of delivering a strategic and actionable kind of insight (which is why I choose to work at a media agency rather than a research agency). I count many of our clients as personal friends through our years of working together. Similarly with our supply partners.  </p> <p>Internally, I love working with the team and the broader agency feels like a kind of home to me (possibly too much so – our head of facilities is always telling me off about my ‘shoedrobe’!).</p> <p>I also adore the thought-leadership aspect of my job. ‘UK by UM’, for example, has looked at the role of ads in creating, challenging and breaking identity stereotypes in society. This project still has lots more to come, but we can already look back on it proudly. </p> <p>The toughest part is juggling commitments, but an ex-boss taught me to banish the word ‘busy’ from my work language as it’s too easy to use as an excuse. So I won’t dwell on that too much.  </p> <h4> <em>E:</em> What kind of goals do you have? What are the most useful metrics and KPIs for measuring success? </h4> <p><em><strong>MB:</strong></em> My performance is measured on keeping clients and team happy. The best KPI for our output is business benefit on our clients’ bottom line. </p> <h4> <em>E:</em> What are your favourite tools to help you to get the job done? </h4> <p><em><strong>MB:</strong></em> Although my background is in quantitative or survey-based research, there’s nothing quite like a focus group. Meeting people in person and sharing a cup of tea with them provides a deeper, more human level of insight.  </p> <p>With such a (rightful) focus on data in global business, I think there’s never been a more important time to meet people in person and understand the attitudinal and emotional context of their behaviours. </p> <h4> <em>E:</em> How did you get into customer insight, and where might you go from here? </h4> <p><em><strong>MB:</strong></em> I moved into insight when a very dear ex-client of mine asked me to go and work for her at a research agency where she was managing director. Looking into the future, I think I’ve got more to learn here at UM and I feel happy here. I’m half-Colombian, so I’ve harboured the dream of one day moving to work at one of UM’s offices in Latin America or Spain.</p> <h4> <em>E:</em> Which brands do you think understand their customers well? </h4> <p><em><strong>MB:</strong> </em>Spotify. It has a huge amount of data – and uses it to deliver users a personalised experience that is second to none. If you don’t believe me, go to your Discover Weekly playlist, which uses your past listening behaviours to help unearth new tunes you’ll love. I defy you not to love its suggestions. </p> <h4> <em>E:</em> Do you have any advice for people who want to work in customer insight? </h4> <p><em><strong>MB:</strong></em> If you find your mind tends to wander towards the ‘why’ in life, then go for it! People joke in research that nobody intended to work in this industry, we tend to just fall into it. I absolutely love it – it’s full of interesting and lovely people and it’s very social.  </p> <p>One of my favourite things about this industry is the Market Research Society. It runs <a href="https://www.mrs.org.uk/andmore">&amp;more</a> – a network for young researchers with evening events with guest lecturers and parties. These are a great window into the best aspects of our industry.</p> tag:econsultancy.com,2008:ConferenceEvent/915 2017-12-04T04:11:51+00:00 2017-12-04T04:11:51+00:00 Digital Cream Singapore <p style="border: 0px; vertical-align: baseline;">Exclusive to 80 senior client side marketers, <strong style="border: 0px; font-style: inherit; font-variant: inherit; vertical-align: baseline;">Econsultancy's Digital Cream</strong> is one of the industry's landmark events for marketers to:</p> <ul style="border: 0px; vertical-align: baseline;"> <li style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">convene and network with like-minded peers from different industries</li> <li style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">exchange experiences</li> <li style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">compare benchmark efforts</li> <li style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">explore the latest best practice</li> <li style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">discuss strategies</li> <li style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">learn from others who face the same challenges with suppliers, technologies and techniques. </li> </ul> <p style="border: 0px; vertical-align: baseline;">In a personal and confidential setting (It's Chatham House Rules so what's said at Digital Cream, stays at Digital Cream), the roundtable format is a quick and sure-fire way to find out what's worked and what hasn't, an invaluable opportunity to take time out and come back to the office full of ideas.</p> <h3 style="border: 0px; vertical-align: baseline; color: #004e70;">Roundtable Format</h3> <p style="border: 0px; vertical-align: baseline;">There are 8 roundtable topics and each delegate chooses 3 table topics most relevant to you, each session lasting about an hour and fifteen minutes. Each roundtable is independently moderated and focuses on a particular topic discussing challenges or areas of interest nominated by the table's attendees in the time available. This level of input ensures you get the maximum out of your day.</p> <p style="border: 0px; vertical-align: baseline;">Digital Cream has been devised by the analysts and editors at Econsultancy in consultation with the most senior digital buyers in the world and runs in London, New York, Melbourne, Sydney, Shanghai, Singapore and Hong Kong.</p> <p style="border: 0px; vertical-align: baseline;"><strong style="border: 0px; font-style: inherit; font-variant: inherit; vertical-align: baseline;">Attendees pick three tables choices from the following full list of topics offered (extra topics will be removed at a later stage. If there is a topic you'd like to discuss which is not listed here, you can suggest it while registering):</strong> </p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">1. Agile Marketing - Develop a more responsive &amp; customer-centric approach</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">2. Content Marketing Strategy</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">3. Customer Experience Management</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">4. Data-Driven Marketing &amp; Marketing Attribution Management</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">5. Digital Transformation - People, Process &amp; Technology</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">6. Ecommerce</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">7. Email Marketing - Trends, Challenges &amp; Best Practice</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">8. Integrated Search (PPC/SEO) - Trends, Challenges &amp; Best Practice</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">9. Joining Up Online &amp; Offline Channels and Data</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">10. Marketing Automation - Best Practice &amp; Implementation</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">11. Mobile Marketing</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">12. Online Advertising - Retargeting, Exchanges &amp; Social Advertising</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">13. Real-Time Brand Marketing - Using Data &amp; Technology To Drive Brand Impact</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">14. Social Media Measurement &amp; Optimisation</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;"><strong style="border: 0px; font-style: inherit; font-variant: inherit; vertical-align: baseline;"><strong style="border: 0px; font-style: inherit; font-variant: inherit; vertical-align: baseline;">&gt;&gt;</strong> <strong style="border: 0px; font-style: inherit; font-variant: inherit; vertical-align: baseline;">View past Digital Cream event photos (source: facebook page)</strong><br></strong></p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;"><strong>Sydney:</strong> <a href="https://www.facebook.com/pg/Econsultancy/photos/?tab=album&amp;album_id=10154912352109327" target="_blank">2017</a>, <a style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; color: #004dcc; font-variant: inherit;" href="https://www.facebook.com/pg/Econsultancy/photos/?tab=album&amp;album_id=10153875617599327" target="_blank">2016</a>, <a style="font-style: inherit; font-variant: inherit; font-weight: inherit; border: 0px; vertical-align: baseline; color: #004dcc;" href="https://www.facebook.com/media/set/?set=a.10153124439974327.1073741873.90732954326&amp;type=3" target="_blank">2015</a>, <a href="https://www.facebook.com/pg/Econsultancy/photos/?tab=album&amp;album_id=10152376029704327" target="_blank">2014</a>, <a href="https://www.facebook.com/pg/Econsultancy/photos/?tab=album&amp;album_id=10151725724774327" target="_blank">2013</a> | <strong>Singapore:</strong> <a href="https://www.facebook.com/pg/Econsultancy/photos/?tab=album&amp;album_id=10155069279939327" target="_blank">2017</a>, <a href="https://www.facebook.com/pg/Econsultancy/photos/?tab=album&amp;album_id=10154046657279327" target="_blank">2016</a>, <a style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; color: #004dcc; font-variant: inherit;" href="https://www.facebook.com/media/set/?set=a.10153214103704327.1073741876.90732954326&amp;type=3" target="_blank">2015</a>, <a href="https://www.facebook.com/pg/Econsultancy/photos/?tab=album&amp;album_id=10152487608199327" target="_blank">2014 (Nov)</a>, <a href="https://www.facebook.com/pg/Econsultancy/photos/?tab=album&amp;album_id=10152137747464327" target="_blank">2014 (May)</a>, <a href="https://www.facebook.com/pg/Econsultancy/photos/?tab=album&amp;album_id=10151817214799327" target="_blank">2013</a>, <a href="https://www.facebook.com/pg/Econsultancy/photos/?tab=album&amp;album_id=10151167137219327" target="_blank">2012</a> and <a href="https://www.facebook.com/pg/Econsultancy/photos/?tab=album&amp;album_id=10150363493464327" target="_blank">2011</a></p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;"><a style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; color: #004dcc; font-variant: inherit;" href="https://www.facebook.com/media/set/?set=a.10152276242849327.1073741856.90732954326&amp;type=3" target="_blank">Melbourne 2014</a>, <a style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; color: #004dcc; font-variant: inherit;" href="https://www.facebook.com/media/set/?set=a.10152209218799327.1073741854.90732954326&amp;type=3" target="_blank">Hong Kong 2014</a>, <a href="https://www.facebook.com/pg/Econsultancy/photos/?tab=album&amp;album_id=10151742484614327" target="_blank">Shanghai 2013</a>, <a href="https://www.facebook.com/pg/Econsultancy/photos/?tab=album&amp;album_id=10151537967569327" target="_blank">Hong Kong 2013</a>, <a href="https://www.facebook.com/pg/Econsultancy/photos/?tab=album&amp;album_id=10151123484509327" target="_blank">Shanghai 2012</a> and <a href="https://www.facebook.com/pg/Econsultancy/photos/?tab=album&amp;album_id=10151118803064327" target="_blank">Australia 2012</a></p> tag:econsultancy.com,2008:ConferenceEvent/914 2017-12-04T03:39:30+00:00 2017-12-04T03:39:30+00:00 Digital Cream Sydney <p style="border: 0px; vertical-align: baseline;">Exclusive to 80 senior client side marketers, <strong style="border: 0px; font-style: inherit; font-variant: inherit; vertical-align: baseline;">Econsultancy's Digital Cream</strong> is one of the industry's landmark events for marketers to:</p> <ul style="border: 0px; vertical-align: baseline;"> <li style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">convene and network with like-minded peers from different industries</li> <li style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">exchange experiences</li> <li style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">compare benchmark efforts</li> <li style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">explore the latest best practice</li> <li style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">discuss strategies</li> <li style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">learn from others who face the same challenges with suppliers, technologies and techniques. </li> </ul> <p style="border: 0px; vertical-align: baseline;">In a personal and confidential setting (It's Chatham House Rules so what's said at Digital Cream, stays at Digital Cream), the roundtable format is a quick and sure-fire way to find out what's worked and what hasn't, an invaluable opportunity to take time out and come back to the office full of ideas.</p> <h3 style="border: 0px; vertical-align: baseline; color: #004e70;">Roundtable Format</h3> <p style="border: 0px; vertical-align: baseline;">There are 8 roundtable topics and each delegate chooses 3 table topics most relevant to you, each session lasting about an hour and fifteen minutes. Each roundtable is independently moderated and focuses on a particular topic discussing challenges or areas of interest nominated by the table's attendees in the time available. This level of input ensures you get the maximum out of your day.</p> <p style="border: 0px; vertical-align: baseline;">Digital Cream has been devised by the analysts and editors at Econsultancy in consultation with the most senior digital buyers in the world and runs in London, New York, Melbourne, Sydney, Shanghai, Singapore and Hong Kong.</p> <p style="border: 0px; vertical-align: baseline;"><strong style="border: 0px; font-style: inherit; font-variant: inherit; vertical-align: baseline;">Attendees pick three tables choices from the following full list of topics offered (extra topics will be removed at a later stage. If there is a topic you'd like to discuss which is not listed here, you can suggest it while registering):</strong> </p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">1. Agile Marketing - Develop a more responsive &amp; customer-centric approach</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">2. Content Marketing Strategy</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">3. Customer Experience Management</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">4. Data-Driven Marketing &amp; Marketing Attribution Management</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">5. Digital Transformation - People, Process &amp; Technology</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">6. Ecommerce</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">7. Email Marketing - Trends, Challenges &amp; Best Practice</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">8. Integrated Search (PPC/SEO) - Trends, Challenges &amp; Best Practice</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">9. Joining Up Online &amp; Offline Channels and Data</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">10. Marketing Automation - Best Practice &amp; Implementation</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">11. Mobile Marketing</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">12. Online Advertising - Retargeting, Exchanges &amp; Social Advertising</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">13. Real-Time Brand Marketing - Using Data &amp; Technology To Drive Brand Impact</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">14. Social Media Measurement &amp; Optimisation</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;"><strong style="border: 0px; font-style: inherit; font-variant: inherit; vertical-align: baseline;"><strong style="border: 0px; font-style: inherit; font-variant: inherit; vertical-align: baseline;">&gt;&gt;</strong> <strong style="border: 0px; font-style: inherit; font-variant: inherit; vertical-align: baseline;">View past Digital Cream event photos (source: facebook page)</strong><br></strong></p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;"><strong>Sydney:</strong> <a href="https://www.facebook.com/pg/Econsultancy/photos/?tab=album&amp;album_id=10154912352109327" target="_blank">2017</a>, <a style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; color: #004dcc; font-variant: inherit;" href="https://www.facebook.com/pg/Econsultancy/photos/?tab=album&amp;album_id=10153875617599327" target="_blank">2016</a>, <a style="font-style: inherit; font-variant: inherit; font-weight: inherit; border: 0px; vertical-align: baseline; color: #004dcc;" href="https://www.facebook.com/media/set/?set=a.10153124439974327.1073741873.90732954326&amp;type=3" target="_blank">2015</a>, <a href="https://www.facebook.com/pg/Econsultancy/photos/?tab=album&amp;album_id=10152376029704327" target="_blank">2014</a>, <a href="https://www.facebook.com/pg/Econsultancy/photos/?tab=album&amp;album_id=10151725724774327" target="_blank">2013</a> | <strong>Singapore:</strong> <a href="https://www.facebook.com/pg/Econsultancy/photos/?tab=album&amp;album_id=10155069279939327" target="_blank">2017</a>, <a href="https://www.facebook.com/pg/Econsultancy/photos/?tab=album&amp;album_id=10154046657279327" target="_blank">2016</a>, <a style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; color: #004dcc; font-variant: inherit;" href="https://www.facebook.com/media/set/?set=a.10153214103704327.1073741876.90732954326&amp;type=3" target="_blank">2015</a>, <a href="https://www.facebook.com/pg/Econsultancy/photos/?tab=album&amp;album_id=10152487608199327" target="_blank">2014 (Nov)</a>, <a href="https://www.facebook.com/pg/Econsultancy/photos/?tab=album&amp;album_id=10152137747464327" target="_blank">2014 (May)</a>, <a href="https://www.facebook.com/pg/Econsultancy/photos/?tab=album&amp;album_id=10151817214799327" target="_blank">2013</a>, <a href="https://www.facebook.com/pg/Econsultancy/photos/?tab=album&amp;album_id=10151167137219327" target="_blank">2012</a> and <a href="https://www.facebook.com/pg/Econsultancy/photos/?tab=album&amp;album_id=10150363493464327" target="_blank">2011</a></p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;"><a style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; color: #004dcc; font-variant: inherit;" href="https://www.facebook.com/media/set/?set=a.10152276242849327.1073741856.90732954326&amp;type=3" target="_blank">Melbourne 2014</a>, <a style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; color: #004dcc; font-variant: inherit;" href="https://www.facebook.com/media/set/?set=a.10152209218799327.1073741854.90732954326&amp;type=3" target="_blank">Hong Kong 2014</a>, <a href="https://www.facebook.com/pg/Econsultancy/photos/?tab=album&amp;album_id=10151742484614327" target="_blank">Shanghai 2013</a>, <a href="https://www.facebook.com/pg/Econsultancy/photos/?tab=album&amp;album_id=10151537967569327" target="_blank">Hong Kong 2013</a>, <a href="https://www.facebook.com/pg/Econsultancy/photos/?tab=album&amp;album_id=10151123484509327" target="_blank">Shanghai 2012</a> and <a href="https://www.facebook.com/pg/Econsultancy/photos/?tab=album&amp;album_id=10151118803064327" target="_blank">Australia 2012</a></p> tag:econsultancy.com,2008:TrainingDate/3378 2017-11-21T16:28:20+00:00 2017-11-21T16:28:20+00:00 GDPR & Data-Driven Marketing <p>Not unsurprisingly data is at the heart of data-driven marketing; personal data that is.</p> <p>The engine providing all this personal data is Surveillance. Every ‘pip’ and ‘squeak’ of the human race is now fuel for the data-driven marketers. On-line, mobile, in-store, social; every interaction has the potential to provide meaningful, useable marketing insight.</p> <p>To succeed in delivering the results from your data-driven marketing strategies, you must be an expert program manager, multi-national legal guru and technical ‘know-it-all’! The pace of change is daunting, both technically and legally.</p> <p>The ‘Hero Objective’ of this course is to learn how to continue to drive results from data-driven marketing under the new GDPR and ePrivacy Regulation.</p> tag:econsultancy.com,2008:TrainingDate/3356 2017-11-13T03:11:33+00:00 2017-11-13T03:11:33+00:00 Proving Digital ROI Masterclass - Singapore <p>A one-day workshop which will demystify the concept of ROI (return on investment)  by instructing participants about the key metrics, calculation, and techniques for reporting marketing performance to management.</p> tag:econsultancy.com,2008:TrainingDate/3355 2017-11-13T03:08:47+00:00 2017-11-13T03:08:47+00:00 Social Media & Influencer Marketing – Malaysia <p>This intensive 2-day course is UK’s most popular introduction to social media and influencer marketing course. This is a great place to start understanding the impact of social media like Facebook, Instagram, LinkedIn and Youtube on your business and how to take advantage of these opportunities for your business. Also, develop an online influencer marketing strategy to develop online word-of-mouth.</p> tag:econsultancy.com,2008:TrainingDate/3354 2017-11-13T03:06:13+00:00 2017-11-13T03:06:13+00:00 Fast Track Digital Marketing - Singapore <p>This intensive 3-day course is a great place to start your digital marketing training. The course gives you a complete overview of the exciting areas of digital marketing, knowledge on how to effectively leverage the new media and integrate them into your overall marketing strategy.</p> tag:econsultancy.com,2008:TrainingDate/3352 2017-11-10T08:41:33+00:00 2017-11-10T08:41:33+00:00 Masterclass in Lead Generation - Singapore <p>B2B (Business-to-business) brands are increasingly turning to digital marketing tactics to generate leads, build demand, grow opportunities, engage prospects, and retain customers. As B2B marketing is significantly different from B2C marketing, this workshop aims to specifically address the unique issues and challenges faced by B2B marketers on digital platforms and social media.</p> <p>This 2-day intensive workshop explores how digital marketing can help B2B companies to fill the sales funnel with qualified leads, engage prospects in the buying journey, nurture leads, integrate with sales efforts and measure results.</p>