Data, CRM & Customer Insights

• Learn why traditional social listening fails to capture true intent to buy, and how to spot the signals that actually drive sales.
• How today’s brands are moving from passive listening to active validation to ensure product launches and market shifts are backed by more than just chatter.
• Discover a blended approach that combines social data with reviews, ratings and commerce insights to bridge the gap between what consumers say and what they actually do.

Explore how real-time data, advanced analytics and decisioning engines empower CRM teams to act instantly and deliver smarter, context-aware experiences

• How real-time data fuels CX optimisation by streamlining customer signals (behaviour, intent, actions) to enable immediate updates to journeys, offers and workflows
• Using real-time CRM not just to act fast, but to deliver relevant, and personalised experiences that drive business & customer value
• Navigate data regulations and consumer expectations while responsibly accessing first-party and consented data to power CRM strategies

• From descriptive to predictive to prescriptive: How marketing analytics is evolving, and why predictive capabilities are essential for driving proactive, not reactive, strategies
• Turning data into business impact at scale: How AI and ML are helping to optimise the present and foresee the future? These translate to increased RoI and support growth decision making.
• The future of marketing intelligence: How generative AI and agentic AI are helping to evolve the applications and drive incremental impact. What is the future in the light of evolving consumer and media landscape and how to capture the opportunity?

Marketing has never been more sophisticated, yet proving its value has never felt harder.

AI-powered decisioning, journey-level insights, and real-time activation are now baseline expectations. Demands accelerate and budgets face closer scrutiny, but on what strategic foundation?

Most organizations are still building advanced activation on inconsistent, fragmented, and unowned data foundations. The result? More dashboards. More explanations. Less credibility within the business.

Despite increased investment in martech and automation, marketing data quality is tested at below 50% on average.

Marketing has not lost effectiveness. In a complex, evolving environment, it is more sophisticated than ever. What we’ve lost is the ability to prove direct commercial value.

In this session, you’ll learn:

• The hidden gap between media activation and commercial impact
• Why AI amplifies data chaos instead of fixing it
• How leading brands prioritize structured data and ownership before tech
• A practical framework to move from reporting numbers to proving value

Casper will highlight how leading brands have exceled in marketing performance. By the end of this session, you will know exactly how to turn data into undeniable business impact

• Forecast future behaviours: Understand how predictive analytics uses historical and real-time data to anticipate customer actions and purchasing habits
• Proactive campaign optimisation: Learn how to leverage predictive insights to anticipate consumer needs, personalise experiences, and optimise campaigns for better engagement
• Smarter segmentation for precision marketing: Explore how predictive analytics enables dynamic customer segmentation, helping you target the right audience with tailored offers and messaging
• Reduce risk, drive growth: Discover how predictive models help mitigate risk while improving customer satisfaction and business outcomes

Explore how advanced analytics, AI, and unified data strategies are transforming cross-channel measurement and attribution- enabling marketers to understand performance, optimise spend and deliver consistent, personalised experiences.

• Unified measurement across channels by integrating digital, offline, social and emerging touchpoints to get a complete view of customer engagement
• Applying AI and predictive analytics to understand multi-touch impact and optimise marketing budgets
• Breaking down silos by combining CRM, CDP, analytics and advertising data into a single source of truth for actionable insights

How organisations can overcome data silos to build a unified customer view, enabling seamless, personalised experiences and driving business value.

• Connecting departments by aligning marketing, sales and service teams to create a seamless flow of customer data
• Leverage CDPs, cloud solutions and AI to consolidate customer information from all touchpoints
• Enhancing CX by using a unified customer view to deliver consistent, context-aware and personalised experiences
• Improve decision-making, efficiency, profitability and customer lifetime value with unified analytics