Smarter Data - The Next Generation

Knowing what happened is no longer adequate, marketers and business leaders alike need to know what is happening now, what is likely to happen next, and what actions should be taken based on this insight.

The combination of an increasingly complex world, the vast proliferation of data and the pressing need to stay one step ahead has sharpened the focus on insight and how this can be used to drive business success and achieve long-term advantage.

Smarter Data - The Next Generation is unashamedly all about data, and will provide attendees with a comprehensive overview of the latest tools, software applications and thinking in the data field.

Event programme:

Bonnie Law - Manager Customer Intelligence, Westpac
Data Visualisation - Turing Data into Insight
While segmentation helps us improve our targeting and relevancy, increasingly savvy consumers are demanding we go beyond this one dimensional view as they expect to be treated as ‘segments of one’, where each customer is considered as unique and different. The challenge therefore is balancing the effectiveness of segmentation without stereotyping your customers. Data visualisation is a new tool that will help address this challenge by bringing visibility and ‘life’ to segmentation while highlighting the differences and similarities of individuals in a tangible way.

Joseph Robins - Marketing Analytics Manager, Telecom
From Analysis to Advisor
Telecom began ‘The Journey to Advisors’ programme two years ago and it has proved invaluable as it has repositioned market insight activity to better serve the business.

Geoff Cooper - Chief Executive and Co-Founder, Affinity ID
Being Best Mates with Big Brother
Affinity ID and Geoff Cooper are well known both locally and internationally for their award winning work. At this year’s Smarter Data conference Geoff will share the latest thinking out of the affinity team.

Dean Hini - Senior Data Miner, Loyalty New Zealand
The New Future Realised
In a fast paced marketing environment, having a process of quickly and efficiently generating, storing and utilising knowledge is key to leveraging this most valuable of assets. Loyalty New Zealand has developed a framework to achieve this goal, and have found that it is revolutionising our ability to know our customer.

Christopher Lowther - General Manager, Portrait Software
New Trends in Customer Analytics
Within today’s era of customer relationship management, businesses must strategically invest in tools that will improve the customer experience and maximise customer lifetime value. Best-in-class organisations are increasingly deploying powerful tools for customer analytics - including tools for automated modeling, real-time scoring, interaction optimisation, and incremental response (uplift) modeling.

Lee Eglinton - Business Analytics & Optimisation Consulting Lead NZ, IBM
Turning Data into Dollars
Lee will use a combination of market research and IBM global case studies to demonstrate how organisations can derive real dollar value from their data.

Event listed by Marketing Association

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