Overview
In a world driven by data, delivering personalised, magical moments is key to building lasting customer relationships. This workshop delves into the full spectrum of customer data management—from collection and unification to real-time personalisation—empowering marketers to leverage insights effectively. Participants will learn to design personalised experiences, foster engagement, and optimise retention strategies to drive Customer Lifetime Value (CLV).
Workshop Goals:
By the end of the workshop, participants will:
- Understand the process of collecting and unifying zero and first-party data for actionable insights.
- Learn how to segment customers effectively based on behaviour, preferences, and demographics.
- Explore AI-powered tools for real-time personalisation and contextual marketing.
- Create strategies to enhance customer relationships through relevance and engagement.
- Gain insights into measuring and optimizing retention and campaign performance.
Workshop Leader
Karan Gupta - Founder | MarTech Nexus
Karan is a global citizen and dynamic CRM & MarTech executive with over 15 years of experience driving growth in early-stage and hyper-growth ventures across diverse geographies, including Berlin, Chile, Singapore, Hong Kong, and India. Currently based in Berlin, he has successfully built and led global CRM teams at Grover and Marley Spoon. Karan is now channelling his expertise into his own MarTech advisory practise, MarTech Nexus, helping businesses navigate and excel in the ever-evolving marketing technology landscape.
Agenda
- Setting the Stage: The Power of Customer Data
- Why customer data is the backbone of retention and personalisation.
- Identifying the types of data—zero-party and first-party—and their implications for customer behaviour analysis.
- Case Studies: Examples of brands using customer data to create magical moments.
- Interactive Activity: Participants share their biggest challenges with data collection and application.
- Building a Strong Data Foundation
- The steps to organise your “data house”: collection, unification, and analysis.
- Tools and platforms for integrating data across silos.
- Mapping customer preferences to behavioural insights.
- Group Exercise: Design a data unification strategy for a hypothetical business scenario.
- Crafting Personalised Experiences
- Creating segments based on customer profiles, behaviours, and preferences.
- Using data to create personalised product or service recommendations.
- Best practises for tailoring content to engage specific demographics.
- Interactive Exercise: Develop a personalised engagement strategy for a selected customer segment.
- Real-Time Engagement with Data
- Enabling real-time personalisation using AI-driven automation.
- Triggering interactions and optimising marketing campaigns with contextual marketing.
- Measuring the impact of personalisation on retention and CLV.
- Case Study Analysis: Reviewing a real-world example of successful real-time engagement.
- Continuous Improvement: Feedback & Optimisation
- Encouraging and leveraging customer feedback for campaign refinement.
- Optimising engagement strategies based on performance metrics.
- Discussing new metrics for measuring personalisation success.
- Final Activity: Create a retention-optimisation roadmap tailored to participants’ industries.
Key Takeaways
A clear understanding of how to collect, unify, and analyse customer data.
Practical tools for segmenting and personalising customer interactions.
Insights into real-time engagement strategies powered by AI and contextual marketing.
Techniques to optimise campaigns for improved retention and increased CLV.
Workshop Pass
Super Early-Bird Price $499 | Full price $799
Save $300 (early bird until Feb end)
- Complete access to both conference days
- 25+ future-forward sessions, fireside chats, keynotes
- Network in person with over 300 Marketing & CX leaders
- Discover cutting-edge technology from leading solution providers
- Exclusive lunchcoffee, lunch and refreshments
- Access to workshops led by marketing practitioners
