Day 2- Monday May 22nd

7:15 AM - 8:00 AM Networking Breakfast

8:00 AM - 8:10 AM Chairperson’s Opening Remarks

Morning Keynote - Case-Study

8:10 AM - 8:40 AM Leveraging Insights for Customer Engagement – Innovating Rewards at the Largest Hotel Chain in the World

Christine Kettmer, Senior Director, Customer Experience – The Americas, Marriott International
Brand engagement is driven by creating frequent, valuable interactions with the customer across multiple touch points. Frequent customer interactions, aligned with a great experience will strengthen the emotional, psychological and physical investment a customer has in a brand, its products and services – increasing brand loyalty and strengthening brand equity. Providing personal value requires a multi-channel approach and a depth of knowledge about your consumers, integrating digital and traditional media.
What best way to gather powerful insights about your customer and provide value through one-to-one marketing than an efficient rewards program? Marriott Rewards was named the “Best Loyalty Program” by Freddie Awards for the 9th consecutive year. The largest hotel company in the world, Marriott’s now combined loyalty programs have 85 million members world-wide making it an invaluable asset for the business and brand equity.
This cutting-edge case study presented by the Senior Director, Customer Experience with Marriott International will highlight ways of:

  • Leveraging insights for targeted advertising to help consumers connect emotionally with Marriott’s brands through members’ travel programs
  • Highlighting members’ stories, and use of social media platforms to more deeply engage travellers, especially millennial
  • Diving into unspoken and underlying customer’s motivations to foster a genuine bond with guests

img

Christine Kettmer

Senior Director, Customer Experience – The Americas
Marriott International

Plenary Session

8:45 AM - 9:15 AM Detecting Signals from the Noise to Engage Consumers During Their Path to Purchase

Anna Stone, Director of Marketing, Signals Analytics
Today’s real-time consumer decision cycle has never been more challenging, with loyalty fleeting, product switching rampant and needs always changing. The emergence of agile micro-competitors, the ubiquity of mobile phones and connected devices, as well as the realization that digital is the new front door offers today’s consumers unparalleled access, choices and buying power. Brands must now harness the power of real-time signals detection and market insights in order to better respond to "shift on the fly" consumer sentiment and drive richer, more lasting customer experiences during the path to purchase.
Join us in this illuminating session as we discuss:
  • How real time actionable intelligence can be used to drive deeper omnichannel engagement during the path to purchase
  • How to win in today’s increasingly fickle marketplace

img

Anna Stone

Director of Marketing
Signals Analytics

9:20 AM - 9:50 AM Business Meeting

9:55 AM - 10:25 AM Business Meeting

10:30 AM - 10:55 AM Networking Break

Plenary Session

11:00 AM - 11:30 AM Brand Image Research: New Roadmaps for Strengthening Brand Equity, Increasing ROI and Optimizing Communications

Nick Ragone, Chief Marketing Officer , Ascension
Brand equity is one of the major components of modern marketing. It provides value to customers by enhancing the customer’s ability to interpret and process information, and confidence in the purchase decision. Branding influences the quality of the customer experience, emotional connections and behavior.

The increasing pressure to deliver short-term financial results coupled with the challenges leaders face when trying to integrate research data and holistic marketing strategy, tempts organizations to focus on immediate returns. However, strong branding should be leveraged to add to value to the top-line and substantially contribute to bottom-line results and should, therefore, be thought of as a business enhancing component.

In this session, we will discuss new roadmaps that will allow forward-thinking Market Research & Insights executives to:

•Include brand loyalty, brand awareness and perceived value to strengthen brand equity: new working models
•Leverage holistic insights and research to increase sales and market share
•Quickly identify and respond to threats to brand relevance
•Increase budget and justify ROI to build a strong brand, increase customer engagement and product differentiation

img

Nick Ragone

Chief Marketing Officer
Ascension

Master Class D

11:35 AM - 12:20 PM The Meaning Behind the Words: Deeper Insights with Advanced Text Analytics

Isaac Rogers, CEO , iModerate
Getting data these days is not a problem. With social media, open-ended survey responses, call center transcripts and more, customer data is all around us. But how can you turn that feedback and information into meaningful, actionable insights?

In this session, we’ll explore practical applications for advanced text analytics. We’ll talk about how to move beyond flat coding and basic word count to understand intensity and relevance – and how to tease out the larger story and context, the true meaning behind the words.

•Understand the difference between basic text analytics and more advanced methodologies
•Find out how to collect or use existing data to gain deeper, more meaningful insights and implications
•Explore applications of text analytics from real-world case studies focused on branding and customer segmentation


img

Isaac Rogers

CEO
iModerate

Master Class E

11:35 AM - 12:20 PM Case-Study | Uncovering the Competitive Edge to Grow and Maintain Customer Loyalty

Sarah Rowlett, Senior Manager of Client and Consulting Services, TrendSource Evencia Leite, Director of Client and Consulting Services, TrendSource
An independent retail chain had long prioritized operational efficiency over long-term strategy and had fallen behind their national and specialty competitors. They needed to find a differentiator that leaned into their inherent advantages as an independent chain and—through a six-phase, 18-month program—they found that differentiator: exceptional customer service.

By executing multiple qualitative and quantitative research methodologies they uncovered the behaviors and offerings that customers value most and evaluated the current competitive marketplace. TrendSource worked with this retailer to identify gaps in training and cultural disconnects within individual locations. The team further developed service-based curriculum, held inspirational and informative workshops, and hosted corporate leadership sessions to help the organization manage this drastic change, and a system to validate the program as it rolls out from the prototype, to pilot, and on to a nationwide scale.

In this session you will learn what led this retailer to seek consultative assistance through research, and the various methodologies that were implemented to solve for their competitive disadvantages.

img

Sarah Rowlett

Senior Manager of Client and Consulting Services
TrendSource
img

Evencia Leite

Director of Client and Consulting Services
TrendSource

12:25 PM - 1:25 PM Networking Lunch

Customers’ online and in-store experiences shape their perspectives about your brand, and have the power to turn one-time transactions into lifetime customers. Market Research & Insights have a critical role in shaping those experiences by influencing business strategy across the board with actionable customer intelligence, and directly impact the bottom-line.

One of the most efficient tools for maximizing insight into customers’ preferences when interacting with a brand is journey mapping. Join this session to hear how successful organizations are tackling the challenge of integrating insights to foster innovation where it really matters: the moments of truth with the customer.

Points to be discussed include:
•Getting an outside-in perspective by integrating what customers think and consult behind the scenes – what is not immediately observable
•Identifying customer personas, what do they expect in each step of their journey, what are their pain-points and wishes
•Sketching the customer journey: making it actionable, comprehensive and attractive, including the outcomes of every interaction to spur action across the organization
•Concentrating innovation efforts on what the customer is trying to get done
•Sharing intelligence across departments to improve experience at every moment of truth
•Integrating predictive analytics to identify patterns of behavior

img

Heddy DeMaria

VP, Consumer & Customer Insights
Pinnacle Foods Group
img

Julius Lai

VP, Guest Engagement
AMC Theatres
img

Elias Soussou

Director of Analytics & Marketing Research
FGX International
img

Kevin Taylor

Global Head of Brand & Consumer Insights
Google

Plenary Session

2:20 PM - 2:55 PM Social Listening 2.0: How Machine Learning Gets to the “Why” of Analytics

Mitch Brooks, Senior Director, New Products , Crimson Hexagon
For years, the smartest brands have used social listening tools to keep tabs on their brand image and audience. But today that’s not enough—which is why companies want to get to the “why” behind these metrics. New social media analytics tools, built on powerful machine learning and AI technologies, dive deep into the nuances of consumer sentiment and purchase intent and surface new trends and audience affinities as they evolve.

Join us in this interactive session as we discuss how cutting-edge brands are using these tools to stay ahead of the competition.
We will cover:
•Real-world examples of how brands are using machine learning to gain deep insights on their consumers
•A bird’s eye view of the evolution of machine learning
•A glimpse into the near future of deep social listening

img

Mitch Brooks

Senior Director, New Products
Crimson Hexagon

3:00 PM - 3:30 PM Business Meeting

3:35 PM - 4:05 PM Business Meeting

4:05 PM - 4:30 PM Networking Break

Plenary Session

4:35 PM - 5:05 PM Search and Social Data - The Research Gift That Keeps On Giving

Daniel Singer, CEO, Mavens of London
Buying the perfect gift isn't easy, but convincing someone to buy the perfect gift from you is even harder. However, by exploring the trends and patterns in online consumer behavior it's possible to make the process easier, and more relevant, for both brands and their audiences.
This is because every day people share their hopes, needs, and frustrations with search engines, social media platforms, and online retailers. By exploring these prompted and unprompted interactions and related language patterns, brands can build valuable insight into who and what their audiences want, and how to help them.
To unwrap these insights Mavens of London worked with one of our clients across multiple markets to map out gifting patterns using a blend of custom tools, bespoke data gathering, unique methods, and cultural insights. In this talk we'll share the approach, demonstrate the research value of search, social, and other online sources, and show how this leads to practical actions that drive online success. More importantly we'll also reveal the pecking order of gifting giving (who does better, Mom or Dad?), and whether people want unique gifts, or just really cool ones.


img

Daniel Singer

CEO
Mavens of London

5:10 PM - 5:40 PM Business Meeting

5:45 PM - 6:15 PM Business Meeting

Plenary Session

6:20 PM - 7:00 PM Market Research & Insights Evolution: Redesigning Teams and Increasing Synergy to Proactively Drive Business Strategy

Rose Menker, VP of Marketing , Stewart Title
Look back a few years ago at the structure of market research and consumer insights departments and compare it to 2017. You will see drastic changes. Today, the digital transformation is disrupting the way brands interact with customers. It has become essential to develop holistic marketing strategies that are customer centric, market driven – and ultimately drive top-line growth.
As we strive to build our reputation with the C-suite and reposition ourselves from “traditional marketing departments” to “customer experience leaders”, we must continuously leverage market research and customer insights to support all marketing and proactive business strategies. Data should be the engine of marketing.
Join this interactive presentation by the Vice President of Marketing for one of the world’s largest real estate services providers to learn the following:
•The most pressing needs and challenges to consider when redesigning market research departments and how those needs are being met
•How to be stronger together: the value of collaboration between consumer insights and market research
•The future outlook of marketing and sales synergy and how the new teams and structures will evolve to become proactive influencers of business strategy

img

Rose Menker

VP of Marketing
Stewart Title

7:00 PM - 7:00 PM Networking Cocktail Reception