Agenda Day 1

Wednesday, 3 December 2014

08:30 Breakfast and registration
08:45 Opening Remarks
Vivien Peters, Regional Director and Head of Asia-Pacific, Incisive Media
08:50 Chairman's Opening Remarks
09:00

Digital marketing isn’t easy, and often it’s incredibly challenging—especially for brands without inherent appeal or engagement. A brand may be a global leader in its industry, but how does that success translate into the digital space? Does anyone want to have a relationship with their toothpaste? Their computer? Their shoes? Does anyone search for juice? But the reality today is that everything is on the Internet. Every category and every brand shows up in search, in e-commerce, in social mentions. And that means if you don’t have a strategy for how to reach consumers in digital, then your brand is being haphazardly represented by others. This is a challenge many face in today’s world. Come and hear how a global leader in healthcare has taken on this challenge and created campaigns that have won some of the top global awards in mobile and digital.

  • Jason Oke Speaker:
    Jason Oke, Regional Managing Director, Red Fuse Communications / WPP Team Colgate-Palmolive
09:45

Today, everything and anything can be bought online. The traditional author will sell their volumes through the likes of Amazon, clothes retailers will sell their newest trends through Zalora, but where would FMCG brands and retailers sell their products such as toys, electronics, soap powders and dishwasher detergent, other than through their current offline retail channel?

Thanks to the digital revolution, the options are endless; we just need to think outside the box. Why shouldn’t the likes of Unilever and P&G target consumers buying washing machines and cross-sell them washing powder? Why shouldn’t Red Bull target consumers buying fitness gear and sell them energy drinks? Join this session to learn how it can be done.

  • Marcelo Wessele Speaker:
    Marcelo Wesseler, CEO, SP eCommerce
10:30 Networking Break sponsored by PR Newswiresponsored by PR Newswire
10:55

Digitally mature companies enjoy advantages in efficiency and effectiveness in marketing, e-commerce, sales and customer service. “Digerati” are also 26% more profitable. But many businesses have realized that the road to digital excellence is paved with obstacles and challenges. During this presentation, John Sinke will share research from leading management consultants and his own personal experience of turning Resorts World Sentosa into a digital business.

  • What is digital excellence and why is it important to your organization?
  • How do you develop a roadmap for digital transformation?
  • What are the biggest barriers to digital success and how do you tackle them?
  • Speaker:
    John Sinke, AVP, Digital Marketing & e-Commerce, Resorts World Sentosa

Failing to make sense of data can lead to plenty of missed opportunities as brands are unable to take the correct actions. This session will guide you on how to deep dive into your web visitor information and illustrate basic web analytics tactics that can help you meet business objectives and determine future strategic decisions.

  • How do you make more sense of the visitor information you have collected?
  • How do you segment your visitors into meaningful groupings and tell a story from the data?
  • How do you interpret results and take actions to meet your organization's needs and objectives?
  • Leveraging multiple analytics tools across multiple channels
  • Forming an analytics strategy to gain key consumer insights
  • Speaker:
    Vidit Agrawal, Senior Operations Manager, Uber Singapore

Want your video to go viral? The presence of celebs, cute cats and babies doesn’t guarantee viral success. Video technology company Unruly applies its unique data set of 521bn video views to debunk these and other social content myths.

This session will feature the recently launched Periodic Table of Unruly ShareRank™ Elements, which shows the elements that influence the shareability of a video. Plus, find out more about Unruly ShareRank, the first and only product that allows advertisers to predict the shareability of their ads before they are launched.

We’ll watch awesome Asia-focused videos that elicited different emotions in viewers and see how these affected the shareability of each ad.

  • How do you make more sense of the visitor information you have collected?
  • How do you segment your visitors into meaningful groupings and tell a story from the data?
  • How do you interpret results and take actions to meet your organization's needs and objectives?
  • Leveraging multiple analytics tools across multiple channels
  • Forming an analytics strategy to gain key consumer insights
  • Speaker:
    Phil Townend, Managing Director, APAC, Unruly Media
11:40 Change Over
11:45

It doesn’t matter how good the analysis is if the key decision makers can’t understand it quickly. This session will take you through visual languages that can be used to highlight key points in your analysis, techniques to simplify data visualization, and go through common mistakes that can kill a good piece of valuable analysis.

Take homes include:

  • Understand how to use visual tools to communicate data effectively – beyond just tables and bar charts
  • Learn how to simplify your data presentations so they are easier to understand
  • Identify and avoid common pitfalls in data visualization
  • Speaker:
    David Sanderson, CEO, Nugit

Join this session and learn how Uber, over a period of time, have understood their client and driver experience and improved their systems with innovative features in order to meet their clients' needs.

Key takeaways include:

  • Local, social, and paid channels as well as on-page/off-page
  • Best practices for each channel
  • How a cross-channel integrated strategy helps convert customers
  • How businesses can focus on local customers and how to capture them from the local ecosystem
  • "Sticky features" of Uber and how these have been identified and built upon
  • Localizing features for clients upon company expansion and reaching scale globally
  • Speaker:
    Vidit Agrawal, Senior Operations Manager, Uber Singapore

Want your video to go viral? The presence of celebs, cute cats and babies doesn't guarantee viral success. Video technology company Unruly applies its unique data set of 521bn video views to debunk these and other social content myths. This session will feature the recently launched Periodic Table of Unruly ShareRankTM Elements, which shows the elements that influence the shareability of a video. Plus, find out more about Unruly ShareRank, the first and only product that allows advertisers to predict the shareability of their ads before they are launched.

We'll watch awesome Asia-focused videos that elicited different emotions in viewers and see how these affected the shareability of each ad.

  • Speaker:
    Phil Townend, Managing Director, APAC, Unruly Media
12:30 Lunch Break
13:30

CMOs are increasingly taking on the budgets and responsibilities of CTOs and CIOs and becoming the ones to drive innovation in their business.

Whether you are looking to make the transition to CEO status this year or in five years, this session will further explore the skills required to retain the role and stay relevant in the market to become a modern-day CMO.

  • Speaker:
    Ronald C. Vining, Chief Brandaffeine, BrandInflux

It’s passé to say that “marketing is dead,” but it certainly is changing. This is no more pronounced than in digital marketing, where the pace of change is only surpassed by the degree of disruption that digital technology is causing in most industries.

As more marketers find themselves responsible for creating real business impact through their campaigns, user experience is emerging as an alternative discipline that can help marketers deliver consistent results—both to customers and within their own business.

But what is user experience design? How does it work? Is it even necessary?

Key audience takeaways:

  • Learn what User Experience Design is, when and why to use it, and how it fits within a larger marketing strategy
  • Understand the motivations behind customer behavior online, and how to influence it.
  • Learn several “behavior hacks” that you can use to influence customer behavior right now.
  • Speaker:
    Kristin Low, Co-Founder, On-Off Design and Technology

Location for a business is a treasure trove of data, often captured from current Wi-Fi, beacons and other interactive data points or sensors. Capturing local data, measuring local traffic, even divining local intent are all on the roadmap for businesses large and small.

The LBS market is forecast to reach nearly $50bn by 2019, and marketing professionals and business executives alike need to understand its reach, impact and capabilities to deliver real value.

This session will focus on the emerging location-based capabilities and how they are being leveraged to deliver innovative opportunities and business models in various industries. Attendees will learn the steps that every business can take to incorporate LBS marketing into its mix in addition to hearing details of various interesting and innovative use cases that are emerging across the globe.

Key takeaways include:

  • How does LBS work and how is it being used to deliver innovative business models and generate revenue in various industries?
  • How are engagement strategies evolving and how can they be maximized to deliver personalized content directly to clients’ browsers?
  • Case study demonstrating the above-mentioned innovative marketing capabilities
  • Speaker:
    Brendan O'Brien, Director Global Marketing, Cisco
14:15 Change Over
14:20

Join us at the Meet the Experts roundtable, where you will have a unique opportunity to learn, network and share information with your peers and leading industry specialists. With a choice of several roundtable discussions focusing on different key topics hosted by our industry experts, this session is not to be missed! Simply choose the roundtable of most interest to you and join the discussion. You can either stay at the same table for the duration or move freely between tables.

  • eWallets: Mobile Payments, Loyalty & Fulfillment
  • Table 1: Creating Content People Actually Care About
    Geoff Griffiths, Client Services Director, Builtvisible
  • Table 2: Perfect Your Online Remarketing Campaigns and Improve Your ROI
    Ian Darric Macariola, Head of Digital Marketing, BeMyGuest.com.sg
  • Table 3: Using Online Video Streaming Services for Youth Engagement
    Sebastian Schaffarczyk, Business Consultant, Secret Gig
  • Table 4: From Driving Loyalty To Leads Reactivation. How To Effectively Utilize Segmentation In Email Marketing?
    Maciej Ossowski, Director of Market Expansion, GetResponse
  • Table 5: Digital Engagement In Retail
    Ben Glynn, Singapore Business Manager, Emarsys
  • Table 6: Mobile Advertising
    Ronald C. Vining, Chief Brandaffeine, BrandInflux
  • Table 7: Building an e-Commerce brand in SEA
    Marcelo Wesseler, CEO, SP eCommerce
  • Table 8: 1:1 Customer journeys - helping your business evolve through staying relevant to your customers' needs
    Jess Whittaker, Strategic Accounts Consultant, Salesforce Marketing Cloud, Asia, Exacttarget
  • Table 9: How to strategize for an impactful cross-media marketing customer journey
    Hélène Blanchette, GM Marketing Innovation & Business Support, Fuji Xerox
and coffee break sponsored by PR Newswiresponsored by PR Newswire
15:20

Neuroscientists now believe that as much of 90% of our behavior is driven by subconscious brain processes. So traditional market research that relies on measuring consumers' conscious responses is only capturing the tip of the iceberg in terms of the multitude of non-conscious feelings and motivations that consumers retain about a brand, product or campaign. Neuromarketing (the application of neuroscience to marketing) now allows companies to tap into consumers' subconscious emotions and predict their behavior with much greater accuracy than relying solely on their spoken feedback.

In this talk, the audience will hear from the world's leading provider of commercial online implicit research tools and gain insight into:

  • How are consumers' non-conscious emotions responses captured online, quickly and cost effectively?
  • What kinds of marketing questions can be addressed using these tools?
  • How can implicit association tests be integrated with conventional qualitative and quantitative market research to give greater predictive accuracy?
  • How do these tools compare to others in the neuromarketing sphere and traditional research techniques?
  • Gemma Calvert Speaker:
    Gemma Calvert, Founder, Neurosense
16:05

In the beginning it was easy. In the list of 10 blue links, the object of the exercise was to get yours ranking higher than the competitor. Stuff some keywords in here, a few more there, fake some linkage data, and hey presto!

How far we've come. It's no longer just about those 10 blue links. Today, we're dealing with "likes" and "follows" as we are constantly connected multiple devices: phones, tablets, game consoles, connected TVs, and more. As the Internet continues to grow exponentially and wearable's become more commonplace, people are becoming even more connected to things that are connected to other things. They randomly speak commands and queries into objects, large and small, where browsers have virtually become "persona non grata."

In this session we'll take a look at the evolution of search engine optimization, paid search, and the challenges that advances in information retrieval science have brought to the game. And as a digital marketing warrior who has battled and survived through the years, I'll also take a few educated guesses at where it's all going next.

  • Mike Grehan Speaker:
    Mike Grehan, CMO & Managing Director, Acronym
16:50 Closing Remarks
17:00 Networking Drinks Reception

Please Note: Incisive Interactive Marketing LLC reserves the right to make any necessary changes to this agenda. Every effort will be made to keep presentations and speakers as represented. However, unforeseen circumstances may result in the substitution of a presentation topic or speaker. Incisive Interactive Marketing LLC reserves the right to use photographs of any attendee for future promotions. Incisive Interactive Marketing LLC assumes no liability for the acts of their suppliers nor for the safety of any participant while in transit to or from this event. The total liability during the precise hours of the meeting will be limited to a refund of the delegate fee. Audio, Video Taping and/or Photography is prohibited without the prior permission of the organizers. Incisive Interactive Marketing LLC is not responsible for loss or damage to personal property.