• Barcelona

Powered by Comet
Performance Marketing With the Individual at Heart
Barcelona | October 5th – 7th


Technology and data. If these alone were the key to long term customer loyalty, ROI and success, we could all simply buy the right tech, turn on the data flow and declare the job done. But with humans in the mix–our customers, that’s to say–it’s what we do with our performance marketing tools, how we deploy them on behalf of our customers’ true needs and wants, in a real-time, context-rich way that matters the most. As we say at Comet, each and every customer interaction is the most important interaction. To them. And to us.

Join us for our first Global Powered by Comet event in Barcelona, the cosmopolitan capital of Spain’s Catalonia region, to explore this topic together!


Hear from our clients!

Hear firsthand about successes, pains and gains from some of the world’s leading brands in Finance, Media, Travel and Telecoms: Standard Life, Cox Communications, Royal Bank of Scotland, EE, New’s UK, Fifth Third Bank and  more!


THURSDAY 6TH OCTOBER

10:00 – 10:45
CHANGING INTERNAL CULTURE TO BE MORE PERSONAL

Suzanne Woolley
Director of Customer Base Management
EE

By moving towards an insight driven culture and brilliant cross company collaboration, EE are making a step change in the level of marketing personalisation experienced by their customers. We will explore the reasons and enablers for this change and see this brought to life with some key use cases.

11:00 – 11:45
DIGITAL TRANSFORMATION AND NEXT BEST ACTION

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Marty Hinson
Vice President, Marketing Strategy & Intelligence
Cox Communications

Consumer demands for personalized and digital experiences have driven Cox Communications to improve our Personalized Interaction capabilities across sales channels, leading with the Web. Given the vast number of recommendations to deliver and actions for customers to take, it is critical to prioritize these Personalized Interactions based on ‘next best action’ business logic and analytics.

Group A: 13:00 | Group B: 13:45
TRENDS IN DECISIONING

David Russell
Director of Decisioning
Comet Global Consulting 

Over the past year in conversations with fifteen clients in the United States, certain themes in decisioning have been reoccurring. In an open forum, let’s dive deeper into these topics. 

Group B: 13:00 | Group A: 13:45
BREAKING THROUGH THE WALL: HOW COMET ARE INTEGRATING THE WORLDS OF ADTECH & MARTECH

Nick Gent
Practice Lead Intellectual Property
Comet Global Consulting 

Many of our clients have embarked on digital transformation journeys within their organisations.  Typically, this includes some level of maturity in the AdTech space (DMP /DSP) as well as some level of maturity in the MarTech space. Perhaps one or the other is purely aspirational right now. This session aims to introduce the 2 worlds to one another in such a way to start a conversation around how an integrated AdTech & MarTech can deliver benefit to your organisation and a few of the challenges we are addressing to allow that to happen.

14:30 – 15:15
BECOMING CUSTOMER DRIVEN

 

Stephen Ingledew
Senior Marketing and Customer Executive 

Being customer driven will mean adapting to the evolving economic and social landscape which creates the basic environment for businesses to meet customer’s needs. However, it is much more than this because of the changing expectations of customers and the increasingly disruptive forces of new technology which is impacting all aspects society. We will cover the key lessons from embarking on a customer driven journey, how to use data to get closer to customers and provide a more engaging experience as well as how to embrace opportunities bring from new innovations to deliver better customer outcomes.

15:30 – 16:15
LESSONS LEARNED 

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Andy Herz
Director, Customer Relationship Management
Verizon Wireless 

Decision management, customer value management, personalisation, insight-driven relevancy, real-time contextually-aware marketing… there are many different terms out there but we're all after the same thing -- enhancing our customer interactions to strengthen relationships and improve KPIs, while balancing various business needs. And we will all encounter similar challenges, because this is hard work. I will share advice around a few successes we've had and, importantly, the many mistakes we've made during our journey.

16:15 – 17:00
TRANSFORMING THE VIRGIN TRAINS CUSTOMER JOURNEY THROUGH INSIGHT AND DATA

Danny Gonzalez
Marketing and Sales Director
Virgin Train East Coast

Virgin Trains have been running the UK East Coast rail franchise for over a year. Discover their plans to transform the customer journey through smart use of data, insight, and technology to help achieve the ambition to become one of the best customer experience brands in the world. 


FRIDAY 7TH OCTOBER

09:00 – 09:45
HUMANITY IN THE MACHINE

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Dan Burrier
Brand behaviour specialist, writer, strategist, former CIO & CCO, Ogilvy & Mather, and Zen Priest. 

What a machine we have created! Of big data. Of personalization. Of precise targeting. It is a machine of relationship management that we both manage and are managed by. With consumer concerns about data collection and privacy growing in direct contradiction to those same consumers’ demands for more personalization, customization, transparency and efficiency, how do we proceed?

09:45 – 10:30
THE NORTH STAR VISION FOR CENTRALIZED DECISIONING & OMNI CHANNEL CUSTOMER INTERACTION MANAGEMENT

Panel Session Hosted by Pete Avery
VP Client Services
Comet Global Consulting

With so many complex and overlapping initiatives across your organisations, how do they all fit together to deliver a seamless personalised omni-channel customer experience that generates more value from your customer base? We will discuss your Vision for customer value management and customer interaction management and the elements and initiatives that join them up.  Hear about our panellists' journey, the roadmaps to achieve their Vision and the lessons learned.

10:45 - 11:30
WHO'S WINNING IN THE DMP GAME, AND WHAT'S THEIR KSF?

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Rob McLeod
Head of Digital and Customer Experience
Comet Global Consulting
&
Jane Wilson
Principle Consultant
Comet Global Consulting 

DMP is rapidly becoming THE term of the moment amongst CRM and Data & Analytics conversations. However, who is doing DMP well and where they are finding these successes often remains largely uncharted. In this session we will try and dispel a few DMP myths and stimulate conversation on the potential routes to success.

12:30 – 13:15
RECREATING CUSTOMER INTIMACY IN A DIGITAL WORLD

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Ashley Wyant
Vice President, Decisioning Platform & Analytics
Fifth Third Bank

Fifth Third will share insights to their roadmap to a unified marketing platform and the challenges facing marketing for the Banking industry and how they are working through them. 

13:15 – 14:00
ALWAYS ON, ALWAYS RELEVANT, ALWAYS PERSONALISED: HOW RBS SUPPORTS CUSTOMERS IN EVERY INTERACTION

Jessica-Lynn Cuthbertson
Head of Data Science & Customer Decisioning
Royal Bank of Scotland

RBS’ vision to be Number 1 for Customer Service, Trust & Advocacy is underpinned by listening, understanding and responding to customer needs. To do this, RBS has been on a journey to develop an ‘Always On’ capability for customer communications. This session will explore RBS’ vision, their progress against this vision and how they are expanding their reach to customer journeys beyond traditional channels. 


Join us in Barcelona