Agenda

Welcome Remarks

Presented by: Erin Hutchinson, Global Chief Marketing & Communications Officer, Merkle/CXM

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At the heart of customer experience transformation lies data transformation – mastering rapidly changing approaches to the acquisition, management, and mining of valuable data that informs customer experiences – in real time and in a privacy-safe manner. This introduction and following sessions will discuss the first-party data revolution, adaptiveness through the cloud, AI and ML, and how to operationalize data and identity to enable the customer experience.

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Join Walgreens leaders as they discuss tackling what some see as the biggest barriers to personalization at scale. Learn how a marketing and compliance partnership drives better experiences and outcomes for the customer. Walgreens will also share first-hand examples of how its teams are working smarter, not harder, to deliver differentiated experiences.

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Breakout 1: Putting heart into every journey: Harnessing the power of data to transform the UK rail experience

From keeping customers updated in real-time about their journey, to predicting what catering stock needs to be loaded onto their trains, learn how LNER is unlocking their data to transform the customer and employee experience.

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Breakout 2: Automating Insights: Implementing a cloud-based data and analytics solution to deliver dynamic insight generation

In this session, learn how AbbVie implemented a cloud-based data management system to automate ingestion of multiple data feeds and manage event stream processing to streamline attribution modeling. Enabling Tableau-based dashboards to be published on-demand once models are refreshed eliminates the need for manual report generation and allows for more timely availability of results for key stakeholders across the organization. These improvements facilitated the transition from a semi-annual manually-intensive deliverable to a monthly operation across 10 brands and growing.

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Breakout 3: Data Agility as a CX Strategy

2020 saw changes in travel behavior, consumer digital engagement, and marketing budgets, making personalization-at-scale more critical than ever. Yet, at a time when consumers seek easy experiences and crave connections that can be fostered by personalization, brands are facing a plethora of barriers - from platform changes to regulatory changes, the digital ecosystem pivots rapidly and continuously. This session will show how Universal Parks and Resorts is putting data agility at the heart of experience transformation, in order to master the rapidly changing approaches to the acquisition, management, mining and activation of  data in real time and in a privacy-safe manner so that they can continue meeting their customers’ needs.

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Breakout 4: Moving to More Valuable Customer Experiences: How Transamerica Took The First Step

B2B marketing is undergoing a fundamental transformation. Technology is not only raising expectations at a breakneck speed but also creating new ones in the process. Increasingly, today’s business buyers and influencers expect a consumer-like experience. They want it to be personal, relevant, convenient, anticipatory and more valuable than ever before, all delivered at the right time and on the platform and channel of their choice. To keep up with this shifting world, especially in these unprecedented times, B2B leaders must adapt and rise to mounting challenges quickly. The good news is marketers that can erase barriers between marketing, sales, and IT to deliver against these soaring expectations will reap the rewards. In this session, find out how Transamerica took the first step toward more connected buyer experiences, where they are in their journey, and where they’re going.

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Why is it essential that we give attention and intention to Diversity, Equity and Inclusion (DEI) now? What role will each of us play in achieving a more diverse, equitable and inclusive brand experience? Join us for a Courageous Conversation featuring Kirt Morris, Global Chief Diversity, Equity & Inclusion Officer at Merkle/CXM and DEI global expert Glenn E. Singleton.

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Harnessing the Value of the Merkle and Amazon Web Services Partnership

As part of the AWS Partner Network (APN), Merkle brings cloud-native expertise to data transformation and identity resolution on the Amazon Web Services (AWS) environment, so you get the full value of your investment. Together, we help you know your customers and understand every interaction with them. This session will highlight this powerful partnership, and how we are working together to help marketers be successful in today’s digital age.

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The Role of Decisioning in Delivering the Total Customer Experience

The power to deliver against individual customer needs, across time and touchpoints, both digitally and offline, is now essential to meeting customer expectations. This is particularly true for brands with access to rich customer data which holds the promise of a step change in customer engagement and business value. This session will showcase how leading brands are harnessing digital and data transformation with adaptive organization models and customer-centred measurement to get closer to each customer.

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CDP's and the Post-Cookie Future: Use People Data To Power Marketing Transformation

Powerful CX begins with a vision of the overall experience an organization delivers to customers that is rooted in the company’s brand and values. Effective CX partners help establish, depict and deliver that vision. But all too often the experiences, products, services and communication surrounding them answer the same customer need, using the same tools of business every company has access to. Differentiation is a must for 2021 and beyond. Companies and partners must create brand-relevant, unique experiences by tapping into a new force-multiplier for business. Join our guest speaker from Forrester, Jay Pattisall, as he discusses the power of differentiation as the next driver of business growth – and how data, technology and human ingenuity create breakthrough ideas.

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Powerful CX begins with a vision of the overall experience an organization delivers to customers that is rooted in the company’s brand and values. Effective CX partners help establish, depict and deliver that vision. But all too often the experiences, products, services and communication surrounding them answer the same customer need, using the same tools of business every company has access to. Differentiation is a must for 2021 and beyond. Companies and partners must create brand-relevant, unique experiences by tapping into a new force-multiplier for business. Join our guest speaker from Forrester, Jay Pattisall, as he discusses the power of differentiation as the next driver of business growth – and how data, technology and human ingenuity create breakthrough ideas.

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The digital transformation imperative has never been more urgent. The past 18 months have seen a gut-wrenching increase in the pace of change, with innumerable legacy businesses (and business models) failing, new digital-native competitors emerging, and entire industries reconfigured. To win the future, we must seize this opportunity to rethink and rebuild. This introduction, and the sessions that follow, will explore how brands can — and must — harness new technologies and "think beyond the page" to remove friction, connect channels, and create intelligent experiences that meet the standards and expectations of a new generation of digitally empowered consumers.

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Signify, the world’s leading light business, has gained a direct-to-consumer relationship through its personal smart lighting system Philips Hue. To drive competitive advantage from this direct relationship, Signify needed to adapt its organisation, transform its digital platforms and take ownership of consumer outcomes. Working in partnership with Merkle, Signify has embarked on a three-year digital transformation programme to bring commerce capabilities in-house, deliver leading consumer care and unlock data assets to improve consumer experience and accelerate growth.

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Breakout 1: Neutrogena’s drive towards cross-channel customer centricity

This session will discuss Neutrogena’s path from brick and mortar retail skincare giant to direct to consumer insights engine.

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Breakout 2: Digital Transformation of the Airline Supply Chain

In this session, discover how aviation supplier Satair, part of Airbus, delivered on a global CX transformation roadmap to set new standards for B2B Comm

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Breakout 3: Creating a Magical Digital Guest Experience

Learn how renowned amusement Tivoli Gardens delivered a complete transformation of the guest experience.

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Breakout 4: Reimagining Cisco Digital Experiences

Cisco has been at the vanguard of customer centric digital engagement for years and is always challenging themselves to find new ways to get ever closer to their customers. Through their wide ranging Reimagine initiative, Cisco has been integrating new and innovative engagement approaches and technologies which have helped them continue to transform the customer experience and set the standard for digital excellence in the hi-tech industry.

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Organizational adaptability is a measure of how quickly organizations can adapt their businesses focus, behavior and processes, improvise in order to meet their customers’ needs, and deliver their business goals. A adaptive organization is one that has an inherent competitive advantage. This introduction and following panel discussion and breakout sessions will discuss what it means to be adaptive and the steps you can take to make that happen.

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Breakout 1: Agile Myth Busters

Join this session for an exploration of the most common myths surrounding Agile. In this conversational discussion, Arapit and Chris will bust myths and challenge misperceptions as they get to the heart of how agile can transform the enterprise.

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Breakout 2: Supporting Ways of Working Through the Right Tools

The adaptive organization is all about the right structures, ways of working and culture, empowered through technology. But just as important are the day to day tools, which can often be forgotten or lack focus. Tools, such as systems for document sharing, video calling, resource management, can enable the ways of working and make peoples day jobs much easier, faster and more productive, and result in people being able to spend more time where it matters to deliver a great customer experience that meets commercial needs. This session will discuss the different must have tools for your team, how tool choice aligns with agile team empowerment and how the right tool adoption can free up the need for co-location

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Breakout 3: Building Adaptiveness: Resourcing strategies to improve agility in the face of uncertainty

A year of unprecedented disruption and uncertainty has highlighted the critical need for marketing and experience leaders to innovate around organizational agility. How can strategic sourcing contribute to greater adaptiveness? This session will look at some of the hallmarks and benefits of a truly adaptive organization. Hear how T-Mobile takes a future-forward approach to this question and unlocks a new era of customer obsession and CX transformation along the way.

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Breakout 4: Accelerating Agility – from ABM to ABX

In this session, you will learn why AMEX felt now is the time to look at ABX, assessed current state capabilities, including how Sales and Marketing aligned organizationally and defined an actionable plan to build for the future of ABX.

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Thank you to this year's sponsors!

Adobe
Salesforce