TOPIC: SIMPLIFY MARKETING: MORE EFFICIENCY, LESS LOSS

• The shift away from siloed thinking with fragmented customer experience towards data-driven relevant marketing. From reach and frequency towards an empowerment model (information that is personalised based on contextual needs and behavioural history)
• Tools and tactics for efficiency
• Targeting
• Personalisation
• Alignment

General information

• Agenda
• Members Profile
• Contacts
• IADS Takeaways

• Antitrust guidelines

Presentations

• Sogo - "Presentation of digital marketing strategy at Sogo" by Vicky Fung

New tools and AI in marketing

• Galeries Lafayette - "AI, personalisation and datalake" by Constance de Polignac

Marketing efficiency: measurement and messages

• The Mall - "Engagement and customer satisfaction" by Kritchakuhn Pornthananunt

Sources of customer knowledge

• KEYNOTE: WeChat Pay - "Beyond payment" by Eric Yu
• SM Retail - "Sources of customer knowledge" by Katharene Chua

Uses of customer knowledge

• Sogo - "SOGO Rewards Revamp with Microsoft Dynamics" by Tiffany Ho
• KEYNOTE: Cherrypicks - "Mobile App" by Raymond Leung
• Galeries Lafayette - "Strategic customer targets" by Constance de Polignac

Resources

• The AI-Enabled_Marketer, Internet Retailing
• The best of the 2018 Trends, Forward3D
• The Millennial State of Mind, BAIN MEDIA PACK
• Unlock customer obsession by tying features to business outcomes, Forrester Consulting
• 8 Key Differences between Gen Z and Millennials, George Beall
• Data Science & Digital Marketing How to Build a Rocket, Forward3D
• Marketing in the Age of Alexa, Harvard Business Review
• Mobile Marketing 2018, EXCERPT

gdi: Tim Wu, professor at Columbia, on how we sell our attention

Events

Thursday 14 March

09.00 - 18.00: Meeting

18.30 - 19.30: Store visit

20.00 - 22.30: Shared dinner

Friday 15 March

09.00 - 12.30: Meeting

Venue

SOGO Hong Kong Co. Ltd.

555 Hennessy Road, Causeway Bay, Hong Kong

Tel:     (852) 2833 8338

Fax:     (852) 2838 2030

Accommodation

Crowne Plaza Hong Kong Causeway Bay

8 Leighton Road, Causeway Bay, Hong Kong

Contact: Helga Pau, Sales Manager

t. +(852) 3980 3390 | f. + (852) 3980 3396 | e. helga.pau@cphongkong.com

• €199 (HK$1,750) superior single room/room only
• €216 (HK$1,900) superior single room/breakfast included

DOWNLOAD THE ROOM RESERVATION FORM

Please return this form on or before January 17, 2019 (Hong Kong Local Time 18:00) to Sales Manager - Ms. Helga Pau at helga.pau@cphongkong.com

City guide

Hong Kong