The Marketing Tech Theatre, sponsored by Data Dwell, featured some of the North’s leading marketing businesses and professionals.

Take a look at the 2019 programme below with details on each speaker and a synopsis of their talk.

Day One Agenda Day Two Agenda

Day One

Time Day One Agenda
10:20 – 10:40 Alex Coates, Director of New Business & Account Development, CDS
“Is there any place for an ethical agency in today’s experience driven world?”

Consumers, customers and citizens expect personalised, frictionless and connected experiences throughout their buying journey.

You only need to look at your own behaviour to see how routine this has become across your daily transactions – from banking to retail, insurance to utilities, public services to entertainment.

As a result, organisations wrestling with the rise in consumer expectations, turn to their agency network for support. They expect agency expertise and innovation to drive progress in multichannel user- experience (UX) and customer experience (CX) design.

As a result, change has been rapid. Experiences have improved. And consumer expectations are now firmly set. ‘Experience’ is becoming the norm. This means that consumers are now evaluating organisations on other standards – sustainability, environmental credentials, ethical sourcing and social impact – to name a few.

The question is, in this context, in today’s experience driven world, is there also a place for an ethical agency.

CDS is a pioneering agency; measuring social impact alongside commercial success. In collaboration with the Direct Marketing Association and the Association of Professional Sales, CDS will debate what place ethics, values and social impact have on working with organisations that want to take customer experience and audience engagement to the next level.

10:40 – 11:00 David Sealey, Digital Strategy Partner, CACI
“How Adobe and CACI put fans first at The O2”

The O2’s vision was to harness data and put fans at the centre of the stage. In partnership, CACI and Adobe provided the insight, strategy and technology that The O2 needed to make their vision a reality. In this case study, David Sealey will present how The O2 arena undertook a transformation into a customer-centric, data first organisation.

11:00 – 11:20 Suzy Carter-Kent, Customer Success Manager, Adestra
“Reach your true (email) potential”

Suzy will be discussing what’s really important when building an email strategy that performs. With so many shiny new technologies out there, Suzy explains how important it is to separate the essential from the distractions. Expect to see case studies, tips and advice.

11:40 – 12:00 Adam Little, CMO, Data Dwell
“Increase sales conversion by 100%, by using marketing content in the mid funnel”

Sales Enablement is possibly the most important MarTech category that you’ve never heard of. Companies across the globe are using this technology to train sales employees, enforce compliance, increase the relevance of sales interactions and understand how content is impacting the customer journey. We will be exploring the key concepts of Sales Enablement and the benefits that are on offer, including increasing sales conversion and gaining the detailed content analytics that you never thought you would have access to.

12:20 – 12:40 Matt Dimond, Consultant, Blue Venn
“To CDP or Not to CDP? 5 ways to unify disconnected customer data”

Despite the widespread popularity of the term Customer Data Platform, multi-channel organisations have, in reality, been attempting to create a Single Customer View ever since the dawn of database marketing.

In this session – To CDP or Not to CDP?, we’ll look at five different methods that organisations invest in to unify their data, from working with marketing solution providers or data bureaus to an investment in a “marketer-controlled” Customer Data Platform.

14:00 – 14:20 Zoe Cuthbertson, Head of Marketing, Wired Plus
“How the Marketing Department should be at the Forefront of your growth strategy”

Focussing on a challenge faced by businesses across many industries, Zoe will cover the real value of unlocking the power of your marketing strategy, to realise your growth targets, turning transactional customers into brand advocates.

We’re all familiar with the challenges around managing and identifying uniqueness in data segments when there is so much data to juggle and trying to gain standout in saturated markets, where there are many ‘me too’ brands, offering similar products and services, without your acquisition costs going through the roof.

With the right investment and tools, Marketing is well placed to understand the link between satisfying both commercial and customer goals.

In this session we will champion the case for why Marketing should be considered a vital department for your investment. We will explore strategies, campaigns and specific tools you should look to include in your marketing planning to ensure you delight each of your customers with a tailored service, while still maximising every contact opportunity.

14:40 – 15:00 Adam Oldfield, Managing Director, Force 24
“How to 12x your marketing ROI”

The way that marketers spend their time and money, has never been under such scrutiny. The use of budget and the achievement of ROI is now being analysed by various business stakeholders, which can make this a daunting world to work in.

But there have also never been so many opportunities to thrive – to generate quick wins, to encourage loyalty and to kickstart powerful, humanised conversations that take minimal effort.

The secret lies in knowing how to supercharge that ROI, without incurring any additional costs or time pressures – which is where this presentation comes in.

This straight-talking session will provide marketers with an advice-led framework to follow, to not just double or treble their ROI but to increase it 12-fold! Packed with actionable tips and real-world scenarios, delegates will leave this presentation ready to work quicker, slicker, more efficiently and happier!

15:20 – 15:40 Andrew Wiseman, Director, Honeycomb
“Navigating the Data Lake: Best Practice for Joined-up Intelligence”

The phrase ‘big data’ has been bandied around for at least a decade now, an remains a key buzzword in today’s world of hyper-connectedness and the information that society is generating. It’s worth noting that more data has been created in the last two years than in the entire previous history of the human race. Indeed, it’s estimated that, by 2020, 1.7 megabytes of information will be created every second, for every human on the planet.That data volumes keep growing exponentially is not up for debate. However, a large, outstanding question remains as to whether this information is being used to maximum advantage, or indeed at all. Brand owners continue to invest in data lakes, and yet users of these lakes are akin to canoeists with a single oar – not knowing how best to navigate them. In this session, Honeycomb’s Andrew Wiseman will share best practices for making the best use of data that already exists in organisations, in order to create genuine, long-term, competitive advantage.

Day Two

Time Day Two Agenda
10:20 – 10:40 Pete Cape, Global Knowledge Director, Dynata
“Consumer Trends you Need to Know”

Understand how to best engage with your consumers by knowing what devices they use, what media they consume, what data they will share, and exactly how they communicate. Get answers to questions like; what’s the latest on mobile, wearables and PC use? How are consumers using email and messaging? What does today’s media diet look like in terms of television radio and digital content consumption?

11:00 – 11:20 Sermetcan Baysal, Modelling (Machine Learning) Scientist, Quantcast
“AI + Marketing = Grow Your Brand”

You may be hearing or reading about the terms AI and Machine Learning regularly but if you are a marketer what does it mean for you? Marketers are increasingly keen to learn how to leverage AI to drive customers to their brand. But, is it all just hype or is it transformational? Can AI really help grow your brand and reach relevant customers? We will look at specific examples from the fashion sector to understand the impact in today’s marketing mix.

11:40 – 12:00 Matt Tomkin, Digital Marketing Consultant, Tao Digital
“Understanding searcher intent to get better results from your organic search acquisition campaign”

Tips and tricks on how you can better understand a searcher’s intent.

By understanding intent you can tailor your content strategy and your organic search campaigns to get the most visibility within your target search results.

12:20 – 12:40 Mark James, Sales Director, UKI & Nordics, ROI
“Evolve and Survive – Your social agency is dying”

Technology is changing the role of the social agency and the role of the people managing campaigns – attendees will leave with some ideas of what their agency needs to do to evolve and survive, rather than die.

Ex-Googler responsible for ROI Hunter’s sales efforts and new business growth across UK, Ireland and Nordics. I bring to market an advanced performance marketing platform for Facebook and Instagram, designed by digital marketing and e-commerce experts, to drive performance, save time, and scale.

14:00 – 14:20 Jonathan Hulton, CEO & Founder, The IM People
“LinkedIn: Untap the powerhouse of B2B marketing”

Jonathan will be speaking about the power of LinkedIn, its purpose and how the platform creates an entirely new world of B2B possibility.