Creating Magic Moments Using
Customer Data:
Personalisation & Engagement
for Increased Retention

24 April 2025 | Hilton Dubai Palm Jumeirah, UAE

Spe Image

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).

 

Key Takeaways of the Workshop:

  • Understand the importance of zero- and first-party data in driving customer retention and personalisation, with insights from leading brands.
  • Learn how to organise and unify your data for better personalisation and campaign activation, identifying and addressing system gaps.
  • Discover how customer segmentation and data strategies power multichannel campaigns, with a focus on A/B testing and refining engagement.
  • Explore the roles and team structures crucial to CRM success, and learn how to foster collaboration and upskill teams to drive scalable growth.
  • Learn how to track and align key metrics like retention, CLV, and ROI with broader business goals, ensuring stakeholder buy-in.
  • Participate in practical exercises to map your data ecosystem, design campaigns, define team structures, and pitch CRM initiatives.

Agenda (24th April 2025 - 2-5 pm)

  1. Setting the Stage: The Power of Customer Data

  • Key Topics:
    • Why customer data is the backbone of retention and personalisation.
    • The role of zero- and first-party data in understanding behavior.
    • Case Studies: Brands creating “magic moments” with data.
  • Interactive Activity (Poll):
    • Participants share their biggest challenges with data collection and activation using a live polling tool (e.g., Mentimeter or Slido).
  1. Building a Strong Data Foundation

  • Key Topics:
    • Organizing the “data house”: collection, orchestration, and personalisation.
    • Tools/platforms for integrating data across silos.
    • Activating data for cross-channel campaigns.
  • Group Exercise:
    • In-person: Participants map their own data ecosystems and identify gaps using shared collaboration tools (e.g., Miro or Figma).
    • Facilitator-led discussion to propose solutions and share examples of successful data unification.
  1. Crafting, Optimising, and Iterating Personalised Experiences

  • Key Topics:
    • Crafting Personalisation at Scale:
      • Creating customer segments based on profiles, behaviors, and preferences.
      • Using data to craft personalised recommendations and tailored experiences.
      • Best practices for multichannel engagement (email, SMS, push, web, and in-app).
    • A/B Testing and Iteration:
      • Setting up meaningful A/B tests to refine campaigns.
      • Identifying what to test: content, timing, channel, and messaging.
      • Analysing results to inform future strategies.
  • Interactive Exercises:
    • Exercise 1: Participants design a personalised engagement campaign for a real segment within their company, incorporating A/B testing.
    • Exercise 2: Teams analyse a provided campaign case study and identify how to optimise and iterate for better results.
  1. Enabling and Scaling High-Performing CRM Teams

  • Key Topics:
    • Defining the right team structure:
      • Roles and responsibilities critical to CRM success (e.g., Data Analysts, Campaign Managers, Martech Specialists).
      • Aligning team capabilities with organizational goals.
    • Cross-functional collaboration:
      • Bridging gaps between CRM, Product, Marketing, and Data teams.
    • Upskilling for Martech and data activation:
      • Empowering CRM teams to master tools and deliver at scale.
    • Scaling strategies:
      • How to scale CRM efforts while maintaining quality and efficiency.
  • Interactive Activity:
    • Participants design their ideal team structure using a provided template and identify gaps in their current team capabilities.
    • Peer feedback to refine team-building strategies.
  1. Metrics, Prioritization, and Organizational Buy-In

  • Key Topics:
    • Measuring CRM Impact:
      • Key metrics that resonate with stakeholders:
        • Retention and churn rates
        • Customer Lifetime Value (CLV)
        • Engagement metrics across channels (e.g., open rates, click-through rates, conversion rates).
        • Campaign ROI tied to revenue growth.
    • Demonstrating Business Impact:
      • Presenting CRM’s contribution to overall business goals (e.g., incremental revenue growth, customer satisfaction).
      • Aligning CRM metrics with broader organisational KPIs to make the case for resource prioritisation.
      • Crafting a “value narrative” for CRM that stakeholders (C-suite, Finance, and Product teams) can champion.
    • Prioritising CRM Initiatives:
      • Frameworks for identifying and prioritising high-impact CRM initiatives:
        • Cost vs. ROI analysis for campaigns or tools.
        • Balancing quick wins with long-term investments.
      • Addressing common objections to CRM investments with data-driven insights.
  • Interactive Activity:
    • “Pitch Your Priority”:
      • Participants identify one key CRM initiative or campaign they want to prioritise in their organisation.
      • Using a provided template, they:
        • Outline the metrics it will impact.
        • Estimate its potential ROI.
        • Craft a 2-minute “elevator pitch” to secure buy-in from stakeholders.
      • Group Feedback: Participants pitch to peers, who play the role of sceptical stakeholders and provide constructive feedback.

Key Takeaways of the Workshop

  • Understand the importance of zero- and first-party data in driving customer retention and personalisation, with insights from leading brands.
  • Learn how to organise and unify your data for better personalisation and campaign activation, identifying and addressing system gaps.
  • Discover how customer segmentation and data strategies power multichannel campaigns, with a focus on A/B testing and refining engagement.
  • Explore the roles and team structures crucial to CRM success, and learn how to foster collaboration and upskill teams to drive scalable growth.
  • Learn how to track and align key metrics like retention, CLV, and ROI with broader business goals, ensuring stakeholder buy-in.
  • Participate in practical exercises to map your data ecosystem, design campaigns, define team structures, and pitch CRM initiatives.

Workshop Leader

Karan Gupta

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.

Workshop Pass (AED 1899 / Pass)

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  • Network in person with over 300 Marketing & CX leaders
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  • Exclusive coffee, lunch and refreshments
  • Access to workshops led by marketing practitioners