Agenda

TIME	AGENDA
09.00 – 09.10	Opening Address by Conference Director
09.10 – 09.20	Forum Introduction on Day 1 by Peter O’Hanlon
	Highlights on Forum Day 1 Key Sessions Chairman: Peter O’Hanlon, Founding Fellow of the Institute of Analytics Professionals of Australia, Board Member for the IAPA Specialist Advisory Committee, ADMA Peter is a founding fellow of the Institute of Analytics Professionals of Australia. He has held a number of leadership roles in several global technology companies, as well as in the government and banking sectors, including roles with the SAS Institute, Oracle Corporation, Australian Commonwealth and NSW state governments, Westpac Banking Group and Commonwealth Bank of Australia. He is at the forum as a Board Member for the Institute of Analytics Professionals Specialist Advisory Committee at ADMA, a function which engages him simultaneously in advances in digital marketing and the analytics industry more broadly.
09.20 – 10.05	Key Note: Customer Analytics – Separating the Best companies from the Great companies
	Embracing customer empowerment in the digital age Implementing effective customer analytics to aid key business decisions The trifecta of customer analytics, customer experience and a company’s bottom line Speaker: Ross McDonald, Director, Resilire Ross McDonald is a digital and customer leader with deep commercial and strategy experience. A leader at Google Australia for eight years, Ross played a pivotal role in getting Australia and New Zealand’s leading retailers online (and transforming Google’s retail revenue 280% from 2010-2013). He also represented Google to industry associations, the media and government bodies.
10.05 – 10.50	Case Study: Charting the Customer Journey in the digital world
	Weaving fragmented data points and perspectives into a cohesive customer map Enhancing customer loyalty through accurate profiling and segmentation Providing targeted customer and marketing strategies Increasing customer satisfaction and maximizing customer lifetime value Speaker: Joe Smith, Customer Experience Director, Ogilvy Australia Joe is the Customer Experience Director for Ogilvy Australia. He has over 17 years of experience in developing digital advertising, websites and online applications. A strong advocate for thinking “inside the (process) box”, Joe is passionate about developing and refining UX methods and tools.
10.50 – 11.20	Morning Refreshment & Networking
11.20 – 12.05	Case Study: Customer Advocacy and NPS
	Creating true customer advocates Improving your NPS – More than just a score How it is done at Medibank Speaker: Ivana Sekanic, Customer Advocacy Manager, Medibank Ivana Sekanic is currently responsible for all aspects of the NPS at Medibank. With 11 years industry experience spanning across energy and healthcare sectors, Ivana has expertise in developing organisational strategy around great customer insight to create true brand advocates.
12.05 – 12.25	Sponsored by SAS Institute Australia
	Speakers: Iggy Pintado, Head of Marketing, SAS Australia and New Zealand Iggy is an experienced Corporate Marketing Director. He has held senior management and executive positions in enterprise sales, marketing, channel development, business operations and online management at IBM, Telstra, UXC Connect and Australian Institute of Company Directors.
12.55 – 13.30	Lunch
13.30 – 14.15	Insight Delirium: Unleashing the Power of Your Data
	Balancing insights from multiple, conflicting sources of data and knowledge Using appropriate knowledge sources throughout the product development cycle Understanding the strengths and weaknesses of expert knowledge, testing and hard data Speakers: Willem Paling, Head of Online Performance & Analytics, Foxtel In his current role as Head of Online Performance and Analytics at Foxtel, Willem manages the analytics, optimisation and targeting for foxtel.com.au and for Foxtel’s in-house digital marketing operations. Alex Luscombe, Head of Online Products, Foxtel Alex Luscombe is the Head of Online Products at Foxtel, responsible for the strategy and development of Foxtel’s online sales and service experiences. With 11 years’ online and digital experience, Alex is passionate about customer-centred, pragmatic, data-driven approaches to product development that deliver business value with the fastest possible speed to market.
14.15 – 15.30	Case Study: Why A Single Customer View is Crucial for Your Business
	Getting that 360 view of your customers Effectively establishing a single customer profile Creating fruitful multi-channel and cross-channel customer experiences Speaker: Paul Toohey, Director of Advanced Analytics, Hewlett-Packard Paul Toohey has more than 20 years of experience in successfully launching new businesses including online banks, cloud and innovative analytics offerings. He delivers services that enable enterprises to derive business value and insights from data and improve customer engagement.
14.50 – 15.20	Afternoon Refreshment & Networking
15.20 – 16.05	Panel Discussion on Personalization: It’s not Business – It’s just Personal
	Responding to customer demands for personalized offerings Avoiding potential stumbling blocks of personalization Driving products and services initiatives from a Customer Perspective Panellists: Daniel Nelson, Head of Enterprise, Braintree – PayPal Des Viranna, Head of Analytics, Microsoft Ross McDonald, Director, Resilire
16.05 – 16.50	Case Study: Customer Insight Evolution: From Reaction to Prediction
	The Art of Predictive Analytics – Ensuring your organization is driven by concrete data and not gut feel Anticipating your customers’ needs and wants before they do Gaining unfair advantage over your competitors Speaker: Clarissa Keil,Customer Insights & Analytics, and Digital Experience, Sunsuper Clarissa is a digital, marketing and CX expert with 15 years of experience in the financial services industry in Australia and the UK. Currently at Sunsuper, one of Australia’s most awarded superannuation funds, her specialities include customer and digital strategy development and execution, designing useful, usable and engaging digital experiences, customer research and analytics, people leadership, change management and transformation.
16.50	Closing Remarks by Peter O’Hanlon

TIME	AGENDA
09.00 – 09.10	Forum Introduction on Day 2 by Peter O’Hanlon
	Highlights on Forum Day 2 Key Sessions
09.10 – 09.40	Keynote: Customer Experience as the Cornerstone of Success
	Identifying key trends and opportunities in customer experience Providing a seamless customer experience across the business Translating customer experience into business performance Speaker: Richard Curtis, Chief Executive Officer- Australia and Southeast Asia, FutureBrand Richard Curtis leads FutureBrand’s commitment to creating superior brands for future business growth. Richard believes in the power of creativity to solve the fundamental challenges that businesses face – in order to deliver exceptional and unmatched customer experience.
09.40 – 10.20	Case Study: Make everyone a Customer Experience Manager
.	Helping employees transcend organizational barriers Providing employees with cultural and technological means to enhance the quality of their customer interactions Creating an organizational culture where employees are willing and able to deliver outstanding customer experience Speaker: Dori Miller, Business Design Manager – The Design Practice, Telstra Dori Miller has 21 years experience in design and design research. At Telstra, she is leading the Design Thinking movement that elevates the quality of design and customer experience, re-imagining the way we innovate and solve complex problems.
10.20 – 10.40	Experian Marketing Services: Post Demographic Consumerism – we are more than just a demographic!
	Challenging the demographic segmentation paradigm – we are what we do The biggest research sample! Gaining insights through on-line, consumer behavioral data New thinking on defining target audiences Some surprising brand and audience insights and their applications in marketing Speaker: Nigel Wilson, Managing Director, Consumer Insights – Hitwise, Experian Marketing Services Nigel Wilson has 20 years sales and consulting experience working with clients in the area of target marketing techniques and CRM analytics to drive acquisition and cross-sell performance. Today, Nigel runs the Hitwise online intelligence business across all markets and Simmons Consumer Research in North America, where the business is combining high quality consumer research, with naturally occurring, in the wild consumer internet behavior data to build out new insights on how target audiences are seeking out information online, buying across channels, consuming media and interacting with brands.
10.40 – 11.15	Morning Refreshment & Networking
11.15 – 12.00	Sportsbet Case Study: Using Data and Analytics to drive Game-Changing Customer Experiences
	Keeping abreast of developments in mobile analytics and innovation Integrating mobile analytics and innovation into your customer strategies Offering a consistent and high-quality multi-channel customer experience How Sportsbet is betting on science to beat the odds Speaker: Luke Rattigan, Chief Operating Officer, Sportsbet Luke Rattigan is currently Chief Operating Officer of Sportsbet where he has responsibility for Online, Risk and Trading, as well as Customer Operations. Luke is a dynamic Senior Executive with vast global board level experience, as well as proven success managing and developing new businesses across Europe, US and Asia Pacific.
12.00 – 12.40	Monetizing Customer Experience through Social and Real Time
	Using social analytics for valuable and actionable insights Providing an instant and excellent customer experience based on real-time data How large brands are using social media analytics for customer experience, real-time marketing, competitive intelligence and more Speaker: Leigh Price, Social Media Analyst, Amicus Digital Leigh Price is a Social Media Analyst with over 10 years of experience in digital marketing and analytics. Having been with GE Australia and Telstra as their in-house Social Media Analyst, Leigh has worked with brands as diverse as financial services institutions, online retailers, FMCG brands and more. Currently, he leads the social media practice at Amicus Digital, an Australian technology and professional services consultancy.
12.40 – 14.00	Lunch
14.00 – 14.45	Panel Discussion: Putting the Customer at the Heart of Your Business – What it means to be a Customer-centric organization
	Doing what matters to them, not to you Architecting strategic customer-focused initiatives Best practices of customer centricity Panellists: Victoria Cooper, Head of Marketing and Communications, Tabcorp Dori Miller, Business Design Manager – The Design Practice, Telstra Declan Maher, Manager of Customer Insights & Analytics, Sunsuper
14.45 – 15.15	Overcoming the lack of Budget and Staff
	Designing low-cost and effective customer initiatives Overcoming employee resistance when implementing customer strategies Using customers as a rallying point for staff support Gaining stakeholder approval across all business units Speaker: Tony Nash, Chief Executive Officer, Booktopia Tony Nash started Booktopia on a $10 per day budget back in February 2004. It took 3 days to sell the first book. Eleven years on Booktopia now sells one product every 8 seconds and has become Australia’s largest online bookstore, with estimated revenues of $90 million for FY2016. Advising Australia’s leading companies on a regular basis, Tony is highly regarded for his cost-effective customer strategies and commercial acumen.
15.15 – 16.00	Case Study: Measuring the ROI of your Analytics Campaign
	Defining clear, measurable and attainable goals and objectives Setting clear and relevant benchmarks and measurement metrics Adjusting and improving your customer strategies for a higher ROI Speaker: Ric Clarke, Director of Statistical Informatics, Australian Bureau of Statistics Ric Clarke is the Director of Statistical Informatics in the Australian Bureau of Statistics (ABS). With over 15 years of experience in strategic analytics, Ric currently leads research and development into the representation, transformation, discovery and analysis of new sources of digital information for the production of official statistics.
16.00 – 16.30	Afternoon Refreshment & Networking
16.30 – 17.15	Culture As An Enabler of Contact Center Excellence
	Creating a positive culture in a contact center environment Building a customer-focused culture Leader engagement in analytics – based processes Leveraging customer feedback Getting your people in a mindset to support analytics-based customer strategies Speaker: Nathan Peters, General Manager, Customer Service Centre, Telstra For the last four years, Nathan has been the General Manager of the Customer Service Centre in Telstra’s Global Enterprise & Services. Nathan has been specifically focussed on continuous improvement, aligning those global operations to deliver a consistent customer experience. For his efforts, Nathan was twice recognized by the Customer Service Institute of Australia in their Annual Excellence Awards.
17.15 – 17.45	Customer Analytics and the Privacy Act
	Big data, analytics and the Privacy Act Understanding the potential risks Using privacy by design to secure customer information and confidence Speaker: Este Darin-Cooper, Director of Regulation and Strategy, Office of the Australian Information Commissioner Este Darin-Cooper is the Director of Regulation and Strategy at the Office of the Australian Information Commissioner (OAIC). Este leads the section responsible for the OAIC’s strategic policy response to privacy issues, as well as the OAIC’s proactive regulation. She played a key role in implementing significant reforms to the Privacy Act, and continues to advise the public and private sector on emerging privacy issues. Speaker: Annan Boag, Assistant Director of Privacy Practice, Advice and Technology, Office of the Australian Information Commissioner Annan Boag is the Assistant Director of Privacy practice, advice and technology at the Office of the Australian Information Commissioner (OAIC). He manages the OAIC’s voluntary data breach notification scheme and its program of Commissioner initiated investigations, and provides privacy policy advice on issues concerning technology and telecommunications.
17.45	Closing Remarks by Peter O’Hanlon

TIME	AGENDA
Workshop A 09.00 – 13.00	EFFECTIVE DATA VISUALIZATION FOR EXCELLENT CUSTOMER EXPERIENCE Sponsored and Presented by SAS Institute Australia Pty. Limited
	SAS Institute Australia Pty. Limited is the leader in analytics. Through innovative analytics, business intelligence and data management software and services, SAS Institute Australia Pty. Limited helps customers at more than 75,000 sites make better decisions faster. Enabling organisations to better engage with their customers through valuable customer insights. Since 1976, SAS Institute Australia Pty. Limited has been giving customers around the world THE POWER TO KNOW®.
	Workshop Overview In today’s digital age, the overwhelming deluge of customer data presents companies with numerous challenges, one being how to identify meaningful patterns and trends for effective analysis. This is especially crucial as it can help companies develop targeted customer strategies that can boost positive customer experience and subsequently increase customer loyalty.This workshop aims to provide participants with the know-how to effectively present customer data in an aesthetic visual form, enabling their companies to examine vast amounts of data in a quick and efficient manner. Henceforth, companies can glean valuable and actionable customer insights to drive key business decisions that enhance positive customer experience. Key Takeaways: Become acquainted with disparate types of customer data and visualization and how to use them effectively Present customer data visually using suitable aesthetic displays to clearly reflect the data insights Communicate customer data with clarity and creativity Use fact-based data storytelling to communicate technical insights to non-technical stakeholders Get hands-on practice with real data sets to uncover customer insights
Workshop B 14.00 – 17.00	FORMULATING A STRONG VOICE OF THE CUSTOMER (VOC) PROGRAM TO ENHANCE CUSTOMER LOYALTY AND EXPERIENCE Led by Joe Smith, Customer Experience Director, Ogilvy Australia
	Joe is the Customer Experience Director for Ogilvy Australia. He leads the team responsible for turning data, insights and post-it notes into digital experiences with the audience at their core. A strong advocate for thinking “inside the (process) box”, Joe is passionate about developing and refining UX methods and tools. Joe has over 17 years of experience in developing digital advertising, websites and online applications. He’s worked for publishers like ninemsn and agencies including M&C Saatchi and Ogilvy. His passions include collaborative design, rapid prototyping and sharing his UX knowledge. He has degrees in English Literature and Archaeology and is a compulsive doodler.
	Workshop Overview With the increasing empowerment of customers in the digital world today, VOC programs are vital components of customer experience strategies. Unfortunately, many companies lack a strong foundational basis for their VOC programs, which hinders customer initiatives and consequently organizational growth. Companies that can capture the spoken and unspoken needs and wants of customers, and implement effective customer strategies accordingly, stand to gain tremendous competitive advantage in the industry.This workshop aims to provide participants with the skills to create and implement an effective VOC program. You will learn how to process VOC data to ensure your company’s products and services are being designed to meet customers’ needs and wants, both transparent and latent. Thus, you can help develop targeted customer strategies that increase customer advocacy, loyalty and experience. Key Takeaways: Define priority target markets and customers before embarking on your VOC program Outline the steps in a total VOC process Develop a strategic plan to collect and analyze VOC data Utilize NPS effectively to identify most valuable customers