The Customer Compass Consumer Intelligence Analytics and Insights

Going beyond the limitations of traditional market research to bridge the critical gap between what customers say they want and what they really want

Sydney Harbour Marriott, Australia 14th & 15th May 2012

You can't just ask customers what they want and then try to give that to them. By the time you get it built, they'll want something new.
Steve Jobs
Mirror mirror on the wall, what does my customer want most of all? Knowing what was is not necessarily what will be. The holy grail of customer behaviour is being able to accurately use tools and data from analytics which is not retrospective but forward moving and forward thinking.

Your distinguished Chairpersons:

Evan Stubbs NSW Chapter Head Institute of Analytics Professionals of Australia Thomas Roets General Manager Strategy and Planning Vodafone Hutchison Australia

Featuring leading case studies and expert presentations by:

David May Chief Marketing Officer iSelect Emma Smith Chief Operation Officer Australian Unity Shamini Nair Group Brand and Strategy Manager McDonalds Corporation Fast Company 2011 Most Innovative Food Companies Forbes 2010 Most Valuable Brands 2010 Most Inspiring Brands Thomas Roets General Manager Strategy and Planning Vodafone Hutchison Australia Michael Allara General Manager eCommerce Dymocks Vaughan Chandler Head of Strategy and Analytics Qantas Airways The Top 10 World's Best Airline 2011 David Scott Head of Insights UBank Winner of Canstar Innovation Excellence Awards - Banking 2010 Karen Stocks Head of Media Solutions Google Australia & New Zealand The Top Ten World's Most Innovative Companies 2011 Diane Shelton Former General Manager Customer Knowledge and Insights Coles Group Customer Consultant Shelton Group Neil Fraser Director of Information Macquarie University Former Head of Business Intelligence Hutchison Telecoms Former Business Intelligence Delivery Manager Singtel Optus Winner of Excellence in Business Intelligence Award 2011 Winner of Ventana Research Award 2011 Evan Stubbs NSW Chapter Head Institute of Analytics Professionals of Australia Nic Emery Strategic Insights Manager Origin Energy Janett Egber Senior Customer Solutions Manager NAB Tim Groves Insights and Segmentation Manager Optus Ben Shute Senior Strategist Yahoo! 7 Michael Batistich Social Strategist We are Social Winner of The Drum social media agency of the year 2012 Winner of Ad Age Best Social Media Campaigns 2011 Winner of The Drum Digital 100 Top 100 Agency and Top 50 Marketing

Attend this practical conference and gain insights into:

Leveraging analytics to address the gap between what customers say they want and what they will really buy Unlocking the hidden truth of innovation to be an intuitive organisation Moving from the retrospective traditional research results to more predictive insights Gaining a competitive advantage by using analytics for competitive intelligence Validating social media and mobile data to capture insights from VOC Building a powerful online community to tap into consumer buying behaviour Segmenting customer base to identify and prioritise your ideal customer Evaluating insights generation processes to deliver the highest business impact Maximising marketing ROI by interpreting insights into actionable strategies Creating and embedding an agile culture to adapt to continually changing buying behaviour

Testimonials from marcus evans past events:

Very professional and well executed event. Well rounded and well informed list of speakers Marketing and PR Manager Cue Clothing Co. Fantastic speakers, great content, easy to understand presentation style Direct Marketing Officer Royal Australia Mint I found the speakers to be professional and importantly, very practical Marketing Services Manager Cumberland Courier Newspaper Some of the key speakers were clearly leaders in the field - very engaging General Manager Public Policy RACT Content of presentations was excellent and clear with actionable examples Brand Manager Kraft Food
*Early Bird & Group Discounts Ask about our savings

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Conference Programme Day One

Monday 14th May 2012

0820 0835 Registration and Coffee Opening address from the Chair Evan Stubbs NSW Chapter Head IAPA Meet and Greet In this 5-minute session, delegates are encouraged to get to know their peers and exchange business cards Session One Keynote Case Study Moving from a rear view mirror to a front screen: Less backward and more forward thinking results Moving from the retrospective traditional research results to more predictive insights to obtain real customer intelligence Discovering your consumers deep and unrevealed behaviour as true reflections of purchase behaviour and predictive insights Broadening your customer analytics to achieve profit growth through strategic development of customer centric propositions Driving business success by building a competitive strategy that leads continuous forward motion David May Chief Marketing Officer iSelect Session Two Expert Insight Improving your marketing ROI through active customer profiling Prioritising your leads and utilising marketing analytics to find the highest value customer and develop a Best Customer profile Do you know your most profitable customer enough to keep them? The importance of conducting and measuring customer profitability Linking customer portfolio analysis finding to strategic approach that acquires and retains highly profitable customers Turning customer profiles into action to improve customer lifetime value Maximising your ROI by tapping into customers at the bottom of the pyramid Morning refreshments and networking break Session Three Case Study The new path to value: Power of analytics to maximise shortterm MROI and long-term value of business The increasing popularity of utilising analytics to drive business strategy and illustrate the value of marketing activity has led to a consistent theme amongst Australian businesses; how to establish an analytics resource and leverage the eruption of data, both internally and externally? This session will include examples drawn from Banking, Telecommunications and Retail covering:(Tips for developing and implementing a successful Analytics operating model; Methods to measure marketing activity, and quantifying the impact of product decisions; Methods of data discovery and segmentation; Recommended methods to leverage the power of analytics) Tracking and refining marketing campaign and allocating marketing budget to the best performing touchpoints (channels/activities) and most profitable customers Analysing the Voice of Customer (VOC) that correlates to the experience that can be leveraged to positively impact your organisations bottom line Merging qualitative insights with quantitative data to deliver actionable intelligence across the business Gathering actionable data needed to support decision making to promote accountability and drive process as well as system improvements David Scott Head of Insights UBank Winner of Canstar Innovation Excellence Awards - Banking 2010 Session Four Case Study Capturing customers from key touchpoints and locking them in Identifying all customer touchpoints and mapping the entire customer experience life cycle Determining the most influential touchpoints and how they affect your brands Defining the optimal experience at each of these touchpoints to serve your customer better Ensuring your organisation is set up to fulfill this optimal experience, today and everyday Michael Allara General Manager eCommerce Dymocks Networking Luncheon 1300 Session Five Panel Discussion Everyone wants to be the next Apple - Unlocking the hidden truths of Innovation How do you become an intuitive organisation? Defying the norm: Moving your strategy from past data analysis towards a more predictive, trend-setting one Learning how to create innovation concepts based on insights Ingraining a culture of creativity and entrepreneurship into your people to promote an innovative mindset Upskilling your people to have both marketing knowledge and analytical abilities Emma Smith Chief Operation Officer Australian Unity Tim Groves Segmentation Manger Optus Diane Shelton Former General Manager Customer Knowledge and Insights Coles Group Customer Consultant Shelton Group 1345 Session Six Case Study Leveraging analytics for Competitive Intelligence to gain a competitive advantage Using analytics as a competitive differentiator to let you stand-out within the industry Improving analytics capabilities to narrow the distance between you and competitors Adopting a strategic approach to gain effective competitive intelligence Action leads to measurable results which lead to new actions: How competitive intelligence is used to achieve competitive advantage Dr Neil Fraser Director of Information Macquarie University Former Head of Business Intelligence Hutchison Telecoms Former Business Intelligence Delivery Manager Singtel Winner of Excellence in Business Intelligence Award 2011 Winner of Ventana Research Award 2011 Session Seven Case Study Using effective customer segmentation as a powerful tool to drive deeper understanding and increase the value of your brands Segmenting your customers relevantly Segment Choice Deciding which is your best approach Segment Strategy Bringing segment needs and motivations to usable business insights Segment Implementation Drawing together the power of data, analytics and market research to provide an actionable tool to drive product decisions, pricing strategy and targeting Segment Maximisation Tim Groves Segmentation Manger Optus Afternoon refreshments and networking break Session Eight Mini Workshop Charting your analytics journey: Creating a road map to improve analytical capability Building a company and project strategy map by implementing customer analytics within your organisations Following a cross vertical methodical process to facilitate your own key customer measures Creating a one to one relationship with customers through customer analytics Leveraging analytics to analyse data generated from each touchpoint to achieve multichannel integration Evan Stubbs NSW Chapter Head Institute of Analytics Professionals of Australia Closing remarks from Chair and end of Day One

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Conference Programme Day Two

Register Now
Contact Sarb Powar at marcus evans Tel +61 (2) 9238 7200 Fax +61 (2) 9238 7286 Email sarbp@marcusevansau.com
1230 1330 Networking luncheon Session Six Case Study What customers say they want is NOT always what they buy! : Assessing customer emotional triggers in purchase decisions Using Neuro insights to identify the key emotional drivers that influence customers buying behaviour Delving deeper into consumers hidden needs and unconscious motivations Embracing behavioural findings across the whole product/service development cycles Analysing, evaluating and improving the results and incorporating them into your next campaign and product development process Nic Emery Strategic Insights Manager Origin Energy Session Seven Case Study Loyalty is not enough, lets create Raving Fans! Understanding the difference between loyalists and fans Using social media analytics to identify fans Leveraging fans to generate new leads and customers Devising strategies to further embrace longevity and customer loyalty Ben Shute Senior Strategist Yahoo! 7 Session Eight Case Study Does your insight generating process create the highest business impact? How to systematically gather insights, evaluate, prioritise and act on them Too much data not enough insights: Utilising intelligent and scalable analytics tools to interpret insights across company perspectives Building a system that encourages creative sharing to leverage the insights that are gathered informally Benchmarking your performance in relation to best in class practices and identifying the trends that will affect success and potential opportunities Diane Shelton Former General Manager Customer Knowledge and Insights Coles Group Customer Consultant Shelton Group Afternoon refreshments and networking break Session Nine Mini Workshop Driving your business forward by validating social media and mobile data to capture real and actionable customer insights How do you determine influencers in the social media and mobile world and take action on them? Accurately recognising and measuring the loyalty of your customer base through social media and mobile channels How organisations are resourcing for mobile and social media people, structure, skills, agencies and budgets? Harvesting social media insights for customer acquisition and lead generation Michael Batistich Social Strategist We are Social Michael has over 10 years agency and consulting experience working with some Australia's leading marketing agencies including DDB, MJW and Colmar Brunton Research, across brands such as McDonald's, Fosters, Kia Motors, Sydney Water and HP. Prior to that Michael worked on the client side in brand management for Lion Nathan. Over the last 3 years, Michael has specialsed in social strategy, social media monitoring and market research online communities. Closing remarks from Chair and end of conference

Tuesday 15th May 2012

0815 0820 Sign in and Coffee Opening address from the Chair Thomas Roets General Manager Strategy and Planning Vodafone Hutchison Australia Rapid Re-cap Session In this 5-minute session, delegates are encouraged to discuss and summarise key takeaways/points learned from Day One of the conference Session One Keynote Case Study Transforming insights into actionable strategies that WOW your Board Clearly defining your business objectives;ensuring realistic achievability Turning actionable insights into measurable, clear and accessible MROI for your management board and other functional departments Ensuring that actionable insights are delivered and that it can be effectively monitored and improved Turning customer needs into organisational actions and processes /products improvements that yield happy customers Shamini Nair Group Brand and Strategy Manager McDonalds Corporation Fast Company 2011 Most Innovative Food Companies Forbes 2010 Most Valuable Brands 2010 Most Inspiring Brands Session Two Case Study Creating and embedding customer-centric DNA into your organisation Calculating a customer lifetime value and overall profitability as sell initiatives to the C-suite and board as well as the rest of the organisation How measuring common consumer and behaviours through feedback relates engagement to overall business objectives Using customer-centric KPIs to measure and track success Leveraging a customer feedback programme such as Net Promoter Score to trigger culture changes within an organisation Vaughan Chandler Head of Strategy and Analytics Qantas Airways The Top 10 World's Best Airline 2011

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Session Three Case Study The power of online community platforms: Your customers know what they want Listening to your community and validating ideas to meet consumer needs while tapping into common consumer behaviour Leveraging conversations through private online communities ultimately to deliver a product that will be first-in-wallet for your customers Refining your new product development process to consistently embrace your consumers in co-creation from ideation through to product launch Karen Stocks Head of Media Solutions Google Australia & New Zealand The Top 10 World's Most Innovative Companies 2011 Morning refreshment and networking break Session Four Case Study Developing, delivering and implementing an insight-led customer strategy for Business Banking The value of systematically tapping into internal knowledge and insights Beyond the rational: Using customer research to identify emotional drivers of decision making Adapting to organisational structure, culture, priorities and timing for effective implementation and engagement Success factors: Elements that make a difference when developing and implementing an insight-led customer strategy Janett Egber Senior Customer Solutions Manager NAB Session Five Case Study Your customer changed Did your organisational structure and business processes adapt? Highlighting and communicating the business impact of cross functional integration from production through to finance Managing change effectively and through culture agility Simple steps for using data to direct strategic decision making Creating and maintaining a flexible business structure capable of adapting to market conditions Thomas Roets General Manager Strategy and Planning Vodafone Hutchison Australia

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Why you cannot miss this event

In an increasingly complex environment, improving your customer insights to drive greater customer behavioural understanding continues to be a top priority for businesses who want to drive revenue and profitability. Achieving that goal is increasingly difficult as customers exert power in a multichannel world, companies struggle with an explosion of data and sustaining operational excellence becomes increasingly more challenging. Everyone wants to be next Apple, but how? The Customer Compass Forum 2012 will help you to discover a reliable and directive analytics tool to effectively successfully obtain and turn consumer insights into measurable actions that bring to life what customer want before they even know they want it. Through this event, you will hear from award winning organisations and other industry leaders in sharing their valuable experience through practical case studies, interactive panel discussion and in-depth mini-workshops. Delegates will assess how to leverage analytics to deliver customer intelligence, utilise customer insights to optimise channels, discover real insights that trigger buying behaviour and interpret insights into actionable strategies that maximise

Who must attend?

General Managers, Directors, Senior Managers and Heads of: Marketing Marketing / Consumer Research Consumer Insights and Analytics Marketing Analytics Marketing Systems and Reporting Marketing Operations Online Marketing / Campaign Marketing and Internet Strategy Digital Media / Advertising Web Analytics and Reporting Performance Management Web Optimisation User Experience Search Marketing E-commerce and Social Media Analytics Consumer Segmentation Customer Relationship Business Intelligence / Development Business Analyst Channel Activation Future Brand Development Promotions Corporate Strategy Brand Management / Product Development Advertising/Marketing Communications

From: All sectors: corporate and government such as

Business Opportunities
A limited amount of sponsorship opportunities are available for this conference. These include, but are not limited to opportunity to present case studies, exhibit, host networking functions, and benefit from the extensive branding and marketing exposure generated throughout the lifecycle of the event. For further information please contact Peter Morgan on +61 2 9238 7200 or email peterm@marcusevansau.com

Banking, Finance, Insurance Retail / FMCG Automotive Transportation and Logistics IT enabled services Contact Centres / Call Centres Other Customer-centric Industry

Telecommunications Airlines, Tourism and Hospitality Healthcare / Pharmaceutical Media Electronic and Print Business Process Outsourcing Government Agencies

marcus evans would like to thank everyone who has helped with the research and organisation of this event, particularly the speakers and their staff for their support and commitment.

The Customer Compass Consumer Intelligence Analytics and Insights

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A limited amount of exhibition space is available at the conference. Sponsorship opportunities including lunch and documentation also exist. Please contact Peter Morgan on +61 2 9238 7200 or email peterm@marcusevansau.com

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