Most companies are well on the way to making the shift to digital. It is now the main channel of communication. The problem in the digital sphere, however, is that consumers can experience an 'alienation effect' after being on the receiving end of large volumes of messaging and communications that don't mean anything to them. The human touch is lost. Customers switch off. To avoid switching-off consumers with poorly targeted and/or irrelevant messaging, Chief Marketing Officers and Chief Digital Officers need get smarter with data.
In a world where competition for customers is more fierce than ever, personalisation using machine learning and predictive analytics can help make existing and potential customers feel genuinely centered in the messages and communications they receive. Chief Marketing Officers, Chief Digital Officers and Chief Data Officers and their teams that get this right will better succeed at keeping their customer base engaged and ensure that their brands stand out from the crowd.
The evenings discussion, held under the Chatham House Rule, will bring together Chief Marketing Officers, Chief Digital Officers, Chief Data Officers and their senior teams charged with the task of deploying predictive analytics and machine learning to improve the customer experience. The discussion will focus on ways to better understand and target customers and will unearth some of the secrets of smarter data use - all with a view to delivering meaningful customer experiences with that all-important human touch.