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With our event series Best Practices in Customer Experience we provide an exchange platform for Sales, Service and Marketing to share experiences to best engage with your customers. This time we focus on how to optimize customer experience and automate interactions based on customer data like customer profile, digital body language and score to increase return on marketing investment.
On November 7, 2017, representatives of three companies report on their experience with data driven marketing, cross channel marketing automation and marketing testing to strongly improve their customer journey and increase their own return on marketing investment.
15:30
Welcome and Check-In
16:00
'How to build a truly data-driven Customer experience' Jean Meneveau Colombus Consulting
16:30
'How to leverage your Data to optimize your User Experience' Laurent Yim Project Manager, Columbus Consulting
17:00
'How HomeAway transitioned to a segmented marketing' Amelie Malfoy Head of Global Traveller Marketing, HomeAway, part of the Expedia Group Pénélope Ferrand-Tomasi Global Customer Strategy Director
17:30
'How Oracle CX Solutions make a Difference in Your Industry' Xavier Chabanne CX Sales Director, Oracle Switzerland
17:45
Apéro
19:30
End of the Event
Car parking is available for you at WTC II (World Trade Center) or Public Parking P51
Jean Meneveau Partner, Colombus Consulting
After having developed the Digital activities of Simalaya, Jean joined Colombus Consulting as Partner. He is specialized in Digital & Data Marketing, and helping major Swiss & International groups.
Laurent Yim Project Manager, Columbus Consulting
Amélie Malfoy Head of Global Traveller Marketing, HomeAway, part of the Expedia Group
Amelie is passionate about customers & innovation. Matching needs to innovative brands through Data, Insights, Tech. After 12 years at Canon & Newell, she leads Global Traveller Marketing team at HomeAway.
Pénélope Ferrand Tomasi Global Customer Strategy Director
Penelope is HomeAway's Global Customer Strategy Director, in charge of building relevant customer segments among a +50 million database to enable targeted and relevant integrated marketing programs.
Expert in digital media and online retail, Penelope joined HomeAway in 2009 as Marketing Director of the Homelidays brand. In 2012 she transitioned to lead HomeAway's Marketing Automation initiative for Europe.
Session 1: How to build a truly data-driven Customer experience The explosion of digital usage has strongly changed Customer Experience expectations.
Brands are also considering this trend as an opportunity to develop omnichannel Marketing activities. To avoid confusion and control the commercial pressure, Data is a strategic asset to drive the end user journeys.
But how to build this Data-driven ecosystem to deliver a seamless and omnichannel Experience?
Session 2: How HomeAway transitioned to a segmented marketing The alternative hospitality industry grows at high speed while facing an increasing competition landscape. In this context, HomeAway started a strategic transition to CRM and leveraged Eloqua to test and learn their way toward their new segmented marketing.
Cross-Channel Marketing Automation allows marketers to design and develop marketing programs and campaigns based on usable customer profiles that depend on customer behavior, preferences and attributes in a multi-tiered manner to achieve a better customer experience in the relevant touchpoints.
With Marketing Testing and Targeting marketers are guided through the entire setup and execution of A/B and multivariate testing and targeting. Complete and precise customer insights can be gained to deliver and improve optimal web, mobile and other customer oriented application experiences. You can achieve a complete picture of your customer base during the end-to-end customer journey - from the moment they hit your home page to when they complete a transaction. This supports your targeting of high-value visitors with the most appropriate offer at the moment that matters and significantly increases your conversion rates.
Data Driven Marketing allows marketers to traverse cross-device habits of consumers on connected devices at the moments that truly matter. By managing audiences based on the engaged environment marketers are able to understand the entire customer journey, target more precisely, create and deliver more targetable campaigns and generate higher ROI's. This enables advertising accountability, gives marketing the opportunity to demonstrate revenue attribution, increases conversion and engagement effectiveness and eliminates wasted impressions.
SPS Swiss Post Solutions integrates Sales, Marketing and Social Media using Oracle CX solutions. Read more about SPS Swiss Post Solutions customer success story
Adidas boosts open rates and conversions with Oracle. Check out the Adidas customer success video
Travel Republic targets in real time to create more meaningful customer relationships. Watch now the Travel Republic customer success video
Vodafone creates ongoing conversations with Oracle Marketing Cloud. Find out more about the Vodafone customer success video
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