Day 2Tuesday, 15 November 2022 - CST/CDT (Central Daylight, GMT-5)

Consumer actions are becoming increasingly volatile (inflation, supply chain shocks, spending squeezes), and the marketing ecosystem is becoming more fragmented (deprecation of cookies), forcing marketers to re-evaluate and change their strategies, planning methods, time horizons, and measurement methodologies.

As we head towards 2023 with continued uncertainty, brands need to act now to build the capabilities they need to respond to changing market conditions in the long term.

In this session, you will learn:

• What marketing insights & KPIs do brands need to measure to successfully navigate future uncertainty?
• What are the challenges to building this capability?
• What's the best approach for individual brands?

Without the right insights, understanding buying behavior, customer journeys and market needs can be challenging in the best of times. But with market uncertainty and shifting customer loyalties brought on by the pandemic, tracking customer sentiment and behavior is more challenging today — and more vital. To be successful in 2022, marketers will need to be able to quickly create feedback loops and act on their insights.

You’ll learn:

• How to create an actionable feedback program as part of your marketing strategy to gather and act on in-the-moment insights from your customers and target market;
• Approaches for leveraging data that’ll help you deeply understand the customer experience, elevate your brand, build campaigns, effectively launch products and hit your marketing KPIs; and
• The strategies marketing teams at Gong, Brex and Allbirds are using to leverage insights that fuel their marketing and drive growth.

At a time when companies are cutting resources due to the volatile financial climate, there is one resource that keeps on growing, supporting companies and addressing their most essential questions, and that is web data.

Omri Orgad, a Chief Customer Officer at Bright Data, the industry-leading web data platform, has worked on the largest enterprises' and smaller companies' transitions through the market's somewhat shaky reality, assisting them in finding the right immediate answers to their timely challenges with web data.

The pressure to find the right path through every unexpected market turn can make the difference between winning and winning more and thriving beyond any company’s direct competition – this is the reality we all face today.

Omri will also present a very recent survey that looks at 500 data decision makers from the retail, banking and travel sectors and the changes they made this year to their data strategies and budgets. He will also share the most popular data points they’ve been using.

Whether it is frequent draws of pricing data to ensure that their products or offers are more attractive to their consumer base or whether it is social media data points to track consumer sentiments and even predict consumer demand, web data can follow this reality quickly and effectively and provide any company of any size the required answers, and with that, certainty.

Omri’s presentation involves data journeys of several sectors, feeding into the heart of their businesses and helping them navigate their strategies in a timely manner.

In this talk, Omri brings extensive experience of almost a decade of working closely with data-driven companies, from initial stages to growth, taking them through volatile turns and market shifts.

Omri works closely with the largest enterprises' data decision makers and has partnered with them at every stage of the past several years, specifically through the recent challenging period. In his talk, he will illustrate several web data strategies and explain why more and more organizations are turning to web data to successfully steer their challenges.

When business metrics change, how you respond — and how quickly you respond — matters. In this demo, our data experts will show how Sisu uses your data in real-time to explain both what changed in your metrics and why. See the decision intelligence engine in action with concrete examples, real data, and a few real-world customer stories, and learn how Sisu can help you find the facts buried in your data faster than manual exploration. You’ll leave understanding how you can augment your analytics team’s ability to answer your toughest business questions and accelerate your critical decision-making.

Many organizations—especially subscription businesses—have two key measures that are closely watched by senior executives, the board of directors, and shareholders. The company sets aggressive goals for (1) driving growth and (2) reducing customer churn. And while this makes good business sense, from a measurement perspective a paradox emerges. Successful growth will drive the churn rate up, even if efforts to retain existing customers are succeeding. New customers are the most likely to churn: The more new customers, the more the churn rate increases. How can we report and analyze the churn rate without being penalized for successful growth in the business?

An increasingly discerning and price conscious customer, weakening brand loyalty and constrained marketing budgets are some headwinds companies are facing today. Predictive models and measurement frameworks that leverage customer data can help overcome some of these challenges.

In this talk, we will cover some proven methods to strengthen relevancy for a more demanding customer, predict drivers of value and churn that increase loyalty and retention respectively and finally improve marketing efficiency with robust measurement.

Over 80% of data science projects fail. We can avoid being part of that statistic by having the mathematical model take root in the business know-how, especially when faced with data limitations. In this session, you will hear about a case study in the Life Insurance space where sales expertise, product insights and math were married together that drove sales results, as well as the roles of the “surround sound” to motivate agent adoption and data & AI governance to make the solution more scalable.

Modern approaches to managing the complexity of end-to-end machine learning are making it easier than ever to deploy predictive ML models – from churn prediction to inventory forecasting – without complex engineering. See how Continual, an extensible AI layer for your cloud data warehouse and connected applications for customer engagement, can help you deploy more AI use-cases with fewer resources, without sacrificing security and governance.

When the going gets tough, the marketing budget is often the first to get hit. There is a perception that marketing is an expense to be cut, but we know that’s not the case. Done right, marketing is an investment that will pay dividends. What’s missing is a clear way to demonstrate marketing’s impact on business.

In this talk with ChannelMix’s Matt Hertig, you’ll come away with practical tips for how to:

• Overcome the perception that marketing is an expense using data
• Quantify the impact of a budget cut on customer acquisition and revenue
• Leverage data at every stage of the planning process to maximize efficiency and ROI