Customer Analytics & Marketing Optimisation Conference

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About

An exciting new event for 2010!

Smart businesses now are using the data they accumulate on customer transactions and demographics to predict future behaviours, lowering churn and increasing customer profitability. Although customer intelligence, text mining and analytics are not new concepts, it is only now that the technology is starting to catch up with our imagination.

A new event for 2010, Bright*Star’s Inaugural Customer Analytics and Marketing Optimisation Conference will explore how customer insights can be used to assist in customer acquisition, retention, and growth. We will examine:

Predictive Analytics | Loyalty Programme Development | Customer Experience Benchmarking | Market Segmentation | Analytics Strategy Development

Hear from some of the leaders in the field including:

Loyalty NZ | Telecom | Westpac | SAS New Zealand | AUT University | ASB Bank

Don’t forget our separately bookable full-day post-conference workshop on Developing Predictive Analytical Tools that Drive Real Business Value to really roll your sleeves up and take your learning to the next level!

This event represents an excellent opportunity to invest in your customer intelligence now and for the future. Be sure not to miss it!

We would like to thank SAS New Zealand for being our Platinum Sponsor for this event. www.sas.com

SAS is the leader in business analytics software and services, and the largest independent vendor in the business intelligence market.

SAS has been providing Australian and New Zealand businesses and government agencies with solutions for more than 25 years, bringing a wealth of expertise and know-how that enhances competitiveness with The Power to Know. The regional head office is in Sydney with other offices in Adelaide, Auckland, Brisbane, Canberra, Melbourne, Perth and Wellington.

SAS solutions are used at 45,000 sites in 109 countries - including 96 of the top 100 FORTUNE Global 500 companies - to develop more profitable relationships with customers and suppliers; to enable better decisions; and to move forward with confidence and clarity. More than 10,000 SAS employees - in more than 50 countries and 400 SAS offices - provide local support for global implementations.

http://reseller.co.nz/reseller.nsf/news/analytics-to-transform-business-of-tomorrow-sas-cto?opendocument&utm_source=chbeat&utm_medium=email&utm_campaign=chbeat 

 

2 for 1

Only $995* per person when taking advantage of our 2 for 1 special.
Delegates taking advantage of this offer must be from the same organisation and register at the same time.

Workshop

26 May 2010: Full Day Workshop (9.00am-5.00pm)

Developing Predictive Analytical Tools that Drive Real Business Value
• Understanding how business analytics can augment your core competitive advantages
• Identifying and assessing the core elements of business analytics
• Designing advanced analytics best-practice patterns, processes, and architectures
• Understanding required skills and performing a role and skill-based gap analysis
• Developing the business case and communicating the value of advanced analytics
Des Viranna, Practice Specialist for Customer Intelligence, SAS New Zealand
Athi Singh, SAS Consultant, SAS New Zealand

Agenda

Agenda: Day 1

8.30

Registration & Coffee

9.00

Opening Remarks From the Chair

Andrew Cathie, Director, ACUITÁS

9.10

Beyond Data Mining: Applications for Customer Insight

Customer behaviour is changing at a rapid pace. Keeping up with the change and maintaining a contact strategy across traditional and social channels is an increasingly difficult challenge that marketers face, letting alone adding value to the customer and the organisation. This presentation will discuss how analytics is evolving to help marketers meet these challenges and where it will go in the future.

Des Viranna, Practice Specialist for Customer Intelligence, SAS NEW ZEALAND

10.00

Making Analytics an Endemic and Indispensable Concept in your Organisation

A high quality analytics system requires a significant investment of time and resources by the organisation. This leads to sometimes painful questions about ROI and means that the analytics professional needs to work hard to convince key stakeholders. This session will discuss:
• Convincing senior management of the benefits of analytics
• Organisational education of analytics and the need for an internal champion
• Moving beyond ad-hoc analytics to a more integrated, strategic approach

Kate Holtmeier, Director, JOHNSTON/HOLTMEIER

10.50

Morning Break & Refreshments

11.10

CASE STUDY: Using Marketing Optimisation Techniques to Help Drive your Overall Marketing Strategy

The adage that 20% of your customers generate 80% of your revenue means that you must take extra precautions to retain and value-add to this vital group of high-value customers. Product offerings and campaigns to target these groups must encourage retention and true loyalty. This Case Study from Westpac will discuss how your marketing strategy can be influenced by marketing optimization techniques.”
• The importance of channel integration in any customer contact strategy
• Analysis of key customer profit drivers
• Tracking the ongoing campaign success: can you change tactics as you go?

Bonnie Law, Manager Customer Intelligence and Insight, WESTPAC

12.00

CASE STUDY: Segmentation and Knowledge Management Strategy

Segmentation can- and should- be the centrepiece of any customer management and marketing strategies.What is lesser known is that customer segments can become a fantastic foundation for knowledge management and for company- shared knowledge as the segments can provide a common framework for all employees to think about their customers. This Case Study will explore:
• Why segments are important
• Steps to take when implementing a Segmentation/Knowledge Management Strategy
• Common mistakes and pitfalls

Vince Morder, Analytics Director, LOYALTY NZ

12.45

Lunch

1.45

Customer insights – A study of customer and BI working to drive decisions: Putting the Customer in the Middle of your Strategic Thinking

In line with a new drivers in business today, there is strong emphasis on developing good customer strategies. Customer Insights teams (Business analysts, Product Managers, Marketers, for example) are increasingly focused on better understanding the customer to drive profit, uplift, and product demographics - (right product, right price, right place for the right customer.) Key to understanding the customer is the utilization of business data and developing means to drive out customer measures and metrics.

Nonneiy McMaster, Senior Business Intelligence Consultant, CORTELL

2.30

Panel Discussion: Using Analytics to Reduce Churn and Increase Retention

Andrew Cathie, Director, ACUITAS
Vince Morder, Analytics Director, LOYALTY NZ
Bonnie Law, Manager Customer Intelligence and Insight, WESTPAC

3.15

Afternoon Break & Refreshments

3.30

MINI WORKSHOP: Developing and Extending your Analytical Toolkit

Customer Analytics and Segmentation have increasingly wider applications and uses to the enterprise beyond standard marketing and campaigns. Use this hands on a practical workshop to introduce yourself to some of the most common and useful analytical techniques used in marketing and further.
• Using your business strategy to guide your analytics strategy
• Following a customer lifecycle, we’ll look at statistical models applied to practical examples of acquiring, growing and retaining customers
• Statistical models to help you drill down to data’s hidden secrets: segmentations, regression & tree models and more!

Mark Wilson, Analytics Director, TWENTY

5.00

End of Day 1 and Networking Drinks

Agenda: Day 2

9.00

Welcome Back From the Chair

Andrew Cathie, Director, ACUITÁS

9.05

Achieving Quality Analysis in a Data Deficient Environment

In the perfect world, you have ample data, you know exactly what you’re looking to find and know the specific algorithms to employ to precisely cut through to what you need to know. Sounds nice, doesn’t it? Sadly, it never quite works out that way. This session will discuss some of the challenges and solutions when dealing with imperfect, missing, or deficient data.
• The consequences of poor quality data in analytics
• Extracting more value: the importance of information in data
• Measuring your effectiveness in a data-deficient environment

Brett Collins, Associate Professor, AUT UNIVERSITY

9.50

Filling In The Blanks – Using Online Customer Panels To Validate & Profile

Generally speaking, good below the line marketing has three overarching criteria for success: the targeting the offer; and, the communication. While some large scale projects will do due diligence in researching the extent to which these three components of a successful DM campaign are reliable and on target, most do not. In this presentation, we will review the use of Customer Panels to deliver the insights required to check off all three boxes for a successful DM campaign:
• Targeting: are we seeing solid differences between the target customers and non target customers in terms of self reported likelihood to uptake?
• Offer: is the current offer appealing?
• Communication: are we using the right channels to communicate this offer

Shawn Henry, Director, CAMORRA RESEARCH LTD

10.40

Morning Break & Refreshments

11.00

Using Customer Insights to Inform and Change Your Brand Position

Customer analytics can be used to evaluate your current marketing performance and brand footprint, which can then be used to shape your strategy so you are best catering to the needs of your most profitable customers. This session, bringing together insights from a variety of client case studies, shows how customer analytics can be used to improve the effectiveness of their marketing and branding.
• Using qualitative data to define and refine your branding
• Integrating data analysis with traditional market research techniques
• Do high value customers have different needs to low value customers?

Chris Pescott, Managing Director, PERCEPTIVE
Phil Edmondes-Rowe, Marketing & Insights Director, PERCEPTIVE

11.45

Why, and How, Your Analytics Project Will Fail

Many data mining and customer analytics projects fail to deliver on business value. The data is there, as well as the expertise, but somehow you don’t get the cut-through you expect. Why not?! This session is a must-attend, as we go through the pitfalls, potholes and traps to negotiate if you want to avoid project failure.
• Examining Pyle’s 9 rules for Analytics Project Failure
• Discussing the challenges of incorporating an analytical model into the business process
• Highlighting why even the best analytical model may not return the business value anticipated

Peter McCallum, Director, CBI

12.30

Lunch

1.30

CASE STUDY: Using Analytics to Reduce Churn Through Effective Measurement

The choice of metric to measure the impact of activities designed to reduce churn is critical, but so is getting business buy in and trust. This case study shows how not to do it, and how to do it well.
• Using modelling tools to assess churn drivers.
• Selling the measurement methodology to the Business.
• The three areas of analytic weakness that are tested when presenting controversial results

Joseph Robins, Marketing Analytics Manager, TELECOM

2.15

Optimising Business Improvement Projects Through Applied Insights

In this session, DNA will share a series of tools it has applied to various projects that needed customer insight. These tools are pragmatic and easy to use. They enable a business to use customer insight in a powerful and appropriate manner.
• Identifying key customer behaviours and linking these to financial outcomes for the business
• Taking the idea of personas (from web development) and applying to non-web related projects as a means of getting better customer insights and optimisation versus a usual segmentation approach
• Using fast prototyping to get customer insights at stages through a project

Martin Grant, Strategy Director, DNA

3.00

Afternoon Break & Refreshments

3.15

Turning Satisfaction Measurement into Management Actions

A recent study estimated that the problems customers experience, and the way many companies handle customer complaints, can place between 8% and 12% of their annual profits at risk. Many organisations fail to realise the huge business benefits to be gained from understanding customer dissatisfaction. In this session Paul Linnell will expand on this theme and, using a number of case studies, present a “learning from customers” framework on which to build a discipline of preventive analysis and customer-driven quality.

Paul Linnell, Managing Director, CTMA New Zealand Ltd

4.00

Summary Remarks from the Chair and Close of Conference

Sponsors/Partners

Interested in sponsorship?

There are some exclusive opportunities to promote your company, and its products and services, at this leading event. Contact the sponsorship team below to request a prospectus or discuss the options, or view more about event sponsorship.