Big Data Reform SA

Start Date:
Wednesday, March 5, 2014
End Date:
Thursday, March 6, 2014
8:00 am - 5:00 pm

‘Yes, POPI is the spur to personalised marketing’

• How to make sense of, and find value in the sea of corporate data
• Upgrading Legacy systems and latest best practice methodologies
• Integrating social media intelligence into now now marketing practices

Big data reform is right at the front end of marketing evolution, I hope you’ve started already, otherwise start right now or your competitors will take over your market share.  This is a brusque statement which I completely believe hence my interest in this conference and the topics.  I hope you share my interests.

Arriving at a single customer view – Leveraging data in an evolving technology ecosystem
Digital marketing technology is prolific. And with this comes challenges on what to track, how to track, how to integrate (across multiple digital channels as well as with offline/legacy data) and what to do with it. How can marketers leverage the technologies they have and identify potential gaps, to drive real business value
• Data – what’s the big deal?
• Defining a technology architecture that works with and for your data
• Real-time insights in a real-time world
Roan Mackintosh, Business Director, Acceleration

Data Cleansing the CRM way: Practical examples of what, where, when and how
• At the end of the day what is it you really  want to do with the data
• With so many touch points available for data collection,
- how do you set about cleansing the data, knowing where it comes from,
- When is the right time to cleanse it,
- where is the right place to do this
- What should you be cleansing
- Keeping it simple
• Case study best practices
Roger Bezuidenhout, Founder and Owner, RM360 : relationship marketing strategies

Utilising the cloud to enable data collaboration and integration for cohesive business intelligence  
Most businesses have vast sets of isolated but valuable data that exists outside their enterprise data warehouse or BI environment, often in spreadsheets or other sources. These can exist both within the organisation and with trading partners and services providers. The result is fragmented insights on pieces of the bigger picture leading to intelligence which is misaligned or even in conflict with each other. We share how a cloud based data management platform can facilitate broader collaboration around data and enable centralisation and integration of this data to deliver business intelligence which more cohesive and complete.
James Collett, Managing Director, DataOrbis

Harnessing Customer Interaction Data for Customer Insights and Recommendations
• data from customer interactions are growing at tremendous rates
• how do companies harness these data to derive customer insights and improve sales and future interactions?
• the outcomes of customer interactions provide an invaluable data source for understanding customer states and behaviours and driving sales and improving future interactions
• using interaction data, combined with sales, product and payment history we use machine learning models to generate future recommendations to drive personalised, targeted, intelligent customer interactions
• bid data tools make this possible in real-time and are highly cost-effective
• case studies: sales uplift through sales person to customer matching, messaging effectiveness,  intelligent, customer-specific content
Megan Bergh, Data Scientist, Ixio

Transforming Big Data into Impact Data
 What do our ideal customers look like?
• Customer Lifetime Value
• Customer segmentation (Self Organised Mapping Solutions)

How do we obtain the “right” kind of customer?
• Data overlaying techniques

How do we maximise our revenue for these customers?
• Selling the right products at the right time for the right customers
• Next best action
• Price sensitivity

• Revenue improvement
• Cost reduction
FC de Vos, Senior Manager – Actuarial and Analytics Solutions, Deloitte Consulting
Mithun Kalan, Executive Lead, Deloitte Digital

Balancing privacy with location-based services
• We can now track customers all sorts of ways (Wi-Fi presence tracking, location-based advertising, buying behaviour based on integrated digital loyalty programmes, etc.)
• Customers want convenience & service but don’t want ‘the creepy factor’
• What are industry best practices and laws?
• What are the big data implications of all this tracking, and how to generate meaningful action and not get lost in the noise?
Ellie Hagopian, Chief Executive Officer, Skyrove

Data management reform  in line with the law
• Document retention policy
• Destruction of records
• Trans-border data flow / cloud computing
• Mitigating data breaches
Ina Meiring, Director, Werksmans Advisory Services (Pty) Ltd

k-Means clustering – new methodology to enhance market segmentation insights
Most companies collect vast amounts of data on customer demographics and behaviour, yet continue to apply traditional and usually non-scientific marketing models.  One of the key reasons for this lies in the fact that marketers are not generally trained in the application of advanced statistical methods or mathematical reasoning.
• What should you be doing with your data?
• Why do we need a new methodology for market segmentation?
• What is k-means clustering and why is it relevant to marketers?
• Case study: A worked example from a recent engagement
Paul Ben-Israel, Brightbulb Innovations

Big Data going Social – perspectives and insights
• Data available on social media platforms, why users contribute this data, different types of data on different social media platforms
• How to access this data from the different platforms
• How to correctly link a user on a social media platform to the real consumer world
• What are the privacy concerns around collecting this data, especially relative to POPI
• How does social data benefit/augment business data within different silos of a business – sales, churn reduction, CRM, HR, marketing etc.
Gil Sperling, Chief Technology Officer, Popimedia Group

Utilizing social media intelligence for innovation and marketing optimization
How Social Media can help in Innovation, Product and Marketing Optimization. Social Media Intelligence can create actionable results that replace traditional focus group and other R&D work; how we explain peaks & slopes in brand reputation or comms liking with insight from the web; etc. (all illustrated with SA and other case studies)
Caroline S. Henne, Regional Business Development Director, Digital Market Intelligence CEEMETA, GfK

Assessing social media performance with credible measurement tools and methodologies
Top brands have heavily invested into social media teams and tools, but have they taken the next step to close the data feedback loop to optimize their social media performance? The right measurement strategy can fuel successful digital campaigns, social advertising, content marketing and influencer engagement strategies. It is a critical component of the social marketing mix that not only adds exponential value to the brand, but for its digital consumers as well.
Michal Wronski, CEO, Fuseware

How to balance social data with long term customer analytics
• Turning likes into loyalty & positive ROI
• The marriage between traditional data & social data
• Global & local case studies
• The age of ‘intimacy’ only possible through really listening to your customers
Amanda Cromhout, CEO, Truth

How To Use Big Data To Create Engaging Social Experiences
This talk will focus on the power of big data informing the messages we share with our audiences on social media and how to get the information you need, in order to make these decisions. How to create engaging social media experiences through branded content and how to measure success in order to inform future decisions.
Louise Peacock, Senior Social Media Strategist, Quirk

Snoop – solving data mysteries
Overview:  For marketers it is bad when you don’t have data. Arguably it is far worse when you think you do have data, but actually you don’t. The presentation explores some key questions marketers would love to know answers to, and sometimes think they know the answers to. On reflection and triangulation with other data though, it often becomes apparent that there are severe limitations in the data that is available.
The presentation identifies some solutions for solving these data mysteries, mostly involving big data sets that are or could be in the public domain.
The presentation also explores the ethical considerations, as well as market opportunities for using big data to answer big questions.
Illana Melzer, Partner, eighty20

Save R1,000 by booking before 31st January
DMMA members receive a further 20%.

‘Big Data Reform SA’ conference, 5 & 6 March 2014 Jhb

Enquiries:  Cassandra Dreyer 
021 790 814