Theme 2 (Week 2)

Marketing Analytics

16 – 18 NOVEMBER | 9AM – 2PM (GMT+8 / SGT)

#DIGITALMARKETINGASIA

WHY ATTEND?
DMA2020-Article-12

About Marketing Analytics

In the wake of the pandemic, brands have had to rethink their marketing strategies and invest in digital transformation to meet customers’ fast, evolving expectations. Given the growing number of online users and growing advertising budgets, Asia Pacific is poised to grow in data-driven marketing. As companies compete to retain their customers, the benefits of marketing analytics have become very evident in Asia.

Marketing Analytics, brought to you by MARKETING-INTERACTIVE on week 2 of Digital Marketing Asia 2021, is packed with knowledge and practical insights to enhance your marketing measurement efforts and boost your overall marketing ROI. Find out how to use the latest tools and techniques, get a peek at updated technologies, and hear about how to use them effectively from top experts.

Powerful case studies joining us at DMA 2021

Meet Your Industry Experts

Join us at Theme 2 to hear from our esteemed speakers!

If you’d like to suggest a speaker/topic or apply to speak at Digital Marketing Asia 2021 please contact our Content Team at
production@marketing-interactive.com.

Chitkala Nishandar

Chitkala Nishandar

Director, Marketing Centre Asia

3M

Samiha Alam

Samiha Alam

Head of Agency Partnerships

AppsFlyer

Anupong Tasaduak

Anupong Tasaduak

Vice President Data & Digital Marketing

Big C Supercenter PLC

Derek Tan

Derek Tan

Chief Brand Officer

Carsome

Peter Bakker

Peter Bakker

Chief Executive Officer, Partner

Contrend

RICHARD JONES

RICHARD JONES

CHIEF TECHNOLOGY OFFICER, PARTNER

Contrend

Mazen Mroue

Mazen Mroue

Former Head of Global Digital Media & Martech from

FrieslandCampina

Jessica Tan

Jessica Tan

Director of Digital Marketing & Content

Hilton
(Malaysia, Philippines
& Vietnam)

Foo Siew Ting

Foo Siew Ting

Chief Marketing Officer, Greater Asia

HP

Damien Cummings

Damien Cummings

Chief Digital Strategy & Leadership

Institute of Systems Science, National University of Singapore

Brad Johnson

Brad Johnson

Business Director

KPMG

Charlie Russell

Charlie Russell

Senior Product Marketing Manager

Layer0 by Limelight Networks

Moony Li

Moony Li

Executive Vice President, Lazada Marketing Solutions

Lazada Group

Zeeshan Khan

Zeeshan Khan

Head of Marketing

Legoland Malaysia

Vincent Ruaz

Vincent Ruaz

Deputy Director, Brand & Digital Marketing

M1

Sorin Patilinet

Sorin Patilinet

Global Marketing Insights Director

Mars

Annie Urwin

Annie Urwin

Vice President, Product Management

Mastercard

David Harling

David Harling

Chief Marketing Officer, APAC

MoneySmart Group

Jessica Setiawan

Jessica Setiawan

Marketing Director

Multi Bintang Indonesia (Part of the HEINEKEN company)

Jan Harling

Jan Harling

Global Media Director

OPPO

Vishi Rajvanshi

Vishi Rajvanshi

Head of Merchant Performance Analytics, Growth Marketing

PayPal

Ajay Gopalakrishnan

Ajay Gopalakrishnan

Head of Growth Performance

Sanofi

Pierre Tirtadjaja

Pierre Tirtadjaja

Head of Online Marketing

StashAway

Devendra Shivhare

Devendra Shivhare

Head of Asia Pacific, Martech

The Coca-Cola Company

Dhiren Amin

Dhiren Amin

Chief Marketing Officer, Asia

The Kraft Heinz Company

Frank Tingley

Frank Tingley

Director of Data & Analytics

The North Face

Sean Valencia

Sean Valencia

Marketing Strategist, APAC Marketing Lead

Treasure Data

Sarah Mathews

Sarah Mathews

Group Head of Media Partnerships APAC

Tripadvisor

Dietmar Bohmer

Dietmar Bohmer

Chief Analytics Officer

Tyme

Cassandra Tan

Cassandra Tan

Director, Insights & Analytics, Southeast Asia & Korea

Universal Music Group

Dan Richardson

Dan Richardson

Head of Data, ANZ

Yahoo

Mikael Vaitti

Mikael Vaitti

Head of Digital Marketing & Strategy

Yappy Pets Pte Ltd

Wilasinee Parnurat

Wilasinee Parnurat

Chief Marketing Officer

Yves Rocher Thailand

Aaron Ting

Aaron Ting

Regional Head of Performance Marketing

Zenyum

Sylvia Ong

Sylvia Ong

Chief Marketing Officer

Oddle

Rulit Candra

Rulit Candra

Chief Marketing Officer

PT. Pos Logistik Indonesia

Agenda

Marketing Analytics (16 – 18 November)

16 November (Tuesday)

9.00am

Welcome and opening address

CHARTING THE WAY FORWARD TO A CONSENT-CENTRIC WORLD

9.10am

[PANEL DISCUSSION] The future of cookie control: Navigating data in a time of declining trust

From tailored digital experiences to control over what data is being collected, customer expectations for both personalisation and data-privacy are high. It’s high time we overcome delivering sub-par experiences and data deluge. With stricter data privacy laws implemented in 2021, learn from a panel of experts on how to use data in digital experiences responsibly, and create highly personalised experiences using data for low churn and high acquisition rates.

Moderator:

Dietmar Bohmer, Chief Analytics Officer, Tyme

Panellists:


Samiha Alam,
Head of Agency Partnerships, AppsFlyer


Jan Harling,
Global Media Director, OPPO


Frank Tingley,
Director of Data & Analytics, The North Face

9.45am

The reign of first-party data: Build efficiency with adtech and martech

The removal of third-party cookies in Google Chrome is expected in early 2022, and it’s set to impact the entire programmatic advertising system: end users, publishers, marketers and advertisers. While the end of third-party cookies does mean the loss of an important data source, there are strategies marketers and advertisers can leverage to replace this data source. Learn how to tap new first-party data opportunities and build your first-part strategy.

Speaker:
David Harling,
Chief Marketing Officer, APAC, MoneySmart Group

10.20am

Screen break

10.35am

Goodbye cookies: Moving into a cookie-less world with winning digital assets

First-party identity is the new marketing currency due to blocked third-party cookies. Now, all insights are collected within a brand’s private, owned, and dedicated environment. This session examines how to build an identity solution that enables you to drive accountability and transparency across the ecosystem. Learn how to measure efficiency of campaign spend across all channels without any single third-party intermediary and maximise existing investments in CDP, MDM, and adtech assets.

Speaker:
Devendra Shivhare,
Head of Asia Pacific, Martech, The Coca-Cola Company

OPTIMISING YOUR ADVERTISING SPEND INVESTMENTS

11.10am

Data-driven content marketing: Understanding consumer engagement powered by AI and ML 

When people think content, they often think creative. But in reality, great content marketing is a blend of both creativity and data. For many, it is difficult to turn their attention to data when they are deeply immersed in the content creation process. In this session, hear how to understand how consumers engage with your content by leveraging artificial intelligence and machine learning to give consumers more of what they love.

Speakers:


Peter Bakker, Chief Executive Officer, Partner, Contrend


Richard Jones, Chief Technology Officer, Partner, Contrend


Brad Johnson, Business Director, KPMG

11.45am

Screen break

12.00pm

The new growth game: Building a revenue-generating digital ad programme

Low click-through rates? Limited budget? Declining engagement? Missed revenue targets? If any (or all) of these rings true to you, it’s time to rethink your digital advertising playbook to maximise spend for revenue growth and avoid a budget squeeze. Learn how to optimise and align programme objectives, audience segmentation, offers and more. Utilise intent data to ensure your advertising goals are on the right track.

Speaker:
Moony Li,
Executive Vice President, Lazada Marketing Solutions, Lazada Group

12.35pm

Ad spend optimisation: Measuring digital campaign ROI to drive results

Thanks to the pandemic – the already busy digital ad space got even crowded. As brands battle for consumer attention across a multitude of online channels, how can marketers effectively measure ad effectiveness and determine which campaign and channel is really making an impact? Learn how marketers can accurately measure campaign ROI and the true business value generated for future ad spend optimisation.

Speaker:
Annie Urwin,
Vice President, Product Management, Mastercard

1.10pm

Closing remarks / End of Day One

17 November (Wednesday)

9.00am

Welcome and opening address

BOOSTING DATA TRANSPARENCY AND TRUST

9.10am

[PANEL DISCUSSION] The race towards personalised marketing: Optimising consumer data, analytics and insights

With over-saturated digital channels, volatile purchasing behaviour and growing expectation of privacy, it has never been more important to understand your customer. This session will discuss how to apply data and insights for targeted, contextual and personalised marketing to optimise campaigns that resonate best. Build an actionable voice of the customer based on feedback, testing, ad data, and campaign performance to gauge what is and will remain relevant.

Moderator:
Chitkala Nishandar, Executive Director, Marketing Centre Asia, 3M

Panellists:


Derek Tan,
Chief Brand Officer, Carsome


Jessica Tan,
Director of Digital Marketing & Content, Hilton (Malaysia, Philippines & Vietnam)


Cassandra Tan,
Director, Insights & Analytics, Southeast Asia & Korea, Universal Music Group

9.45am

The new readiness factor: Creating a common language around data

Great marketing requires cross-functional cooperation. But the reality is, most departments across an enterprise collect data, run analysis, and report findings very differently. Learn more about agile and data-driven marketing approach, and how you could swiftly and effectively act on insights to deliver innovative, creative campaigns from a credible source of truth that drive business growth.

Speaker:
Sean Valencia, Marketing Strategist, APAC Marketing Lead, Treasure Data

10.20am

Screen break

10.35am

The heartbeat of modern marketing: Operationalising marketing attribution and predictive analytics

Consumers have more choices today than ever before. Competition is fierce and there’s more and more pressure on marketers to prove the effectiveness of their marketing efforts across all channels. This session evaluates your business’ digital maturity in order to build out a roadmap that integrates predictive analytics technology, and apply data from attribution and predictive analytics on your future marketing plans.

Speaker:
Pierre Tirtadjaja,
Head of Online Marketing, StashAway

MAKING DATA-INFORMED PREDICTIONS

11.10am

Amplifying growth: Staying attuned to change by actively listening to data

Social channels are more than just entertainment and interacting platforms. Brands should be paying more attention to what their customers are saying about their products, and better understand and engage their customers. Tune in to this session, and learn best practices on crafting data story from multiple data sources, and more importantly, how to use that data to refine strategy and drive continued growth and innovation.  

Speaker:
Dhiren Amin,
Chief Marketing Officer, Asia, The Kraft Heinz Company

11.45am

Screen break

12.00pm

The critical next step: Deepening customer relationships to drive action

As companies look to operate with customer centric organisations, we need to rethink value creation by going beyond commercial goals and low acquisition costs to strengthen customer relationships to change the way they face the marketplace. In this session, hear how to use new analytical tools and approaches, to bring the voice of the customer to those who need it most within the organization in credible and powerful ways.

Speaker:
Vishi Rajvanshi,
Head of Merchant Performance Analytics, Growth Marketing, PayPal

12.35pm

[PANEL DISCUSSION] The power of customer insights: Fuelling customer loyalty with activated data

Brands rely on loyalty programmes to provide critical first-party data and customer insights. Finding the right partner to activate that information and personalise customer engagement across channels is a daunting challenge for most marketers. This session will discuss how to solve common data activation challenges for merchants while ushering in the next generation of customer loyalty to boost your engagement.

Moderator:


Mazen Mroue,
Former Head of Global Digital Media & Martech from FrieslandCampina

Panellists:


Zeeshan Khan, Head of Marketing, LEGOLAND Malaysia


Dan Richardson, Head of Data, ANZ, Yahoo


Wilasinee Parnurat, Chief Marketing Officer, Yves Rocher Thailand

1.10pm

Closing remarks / End of Day Two

18 November (Thursday)

9.00am

Welcome and opening remarks

DESIGNING THE IDEAL MARTECH ECOSYSTEM

9.20am

[PANEL DISCUSSION] AI for CMOs: Transforming talent, tech and strategy to scale

Digital transformation is an inflection point—and CMOs can lead the way. With the help of AI, marketers can turn digital leadership into customer leadership and help ensure key voices are heard.  Learn from leading CMOs in the region on how they have been converging talent and technology, leveraging on AI and ML tools to iteratively test and improve every aspect of their marketing campaigns and strategies.

Moderator:

Damien Cummings, Chief Digital Strategy & Leadership, Institute of Systems Science, National University of Singapore

Panellists:


Foo Siew Ting, Chief Marketing Officer, Greater Asia, HP


Rulit Candra, Chief Marketing Officer, PT. Pos Logistik Indonesia


Sylvia Ong, Chief Marketing Officer, Oddle

9.55am

Seamless customer journey with customer lifecycle: Driving conversion with customer data

Micro-segmentation is essential to crafting effective campaigns and communications. How can brands personalised experiences and offer with marketing automation and ads technology?  The key is to have seamless data in order to clarify customer lifecycle and customer journey. In this session, hear best practices on how brands can utilise customer insights, marketing technology, and ads technology to achieve business goals.

Speaker:
Anupong Tasaduak,
Vice President Data & Digital Marketing, Big C Supercenter PLC

10.30am

Screen break

REDEFINING DATA ANALYTICS’ ROLE IN DIGITAL EXPERIENCE

10.45am

[PANEL DISCUSSION] Tales from the bleeding edge: Remaining competitive by activating data’s value

Traditionally analytics happen after all the money has been spent, and it often lacks an actionable impact. It is no longer this way. With access to an incredible wealth of permission-based data, invaluable tools, and intelligent algorithms, the challenge is imagination. Discover what it takes to dramatically reimagine the influence analytics can have, before, during, and after you spend money, to deliver a competitive advantage and strategic decision impact.

Moderator:


Charlie Russell,
Senior Product Marketing Manager, Layer0 by Limelight Networks

Panellists:

Jessica Setiawan, Marketing Director, Multi Bintang Indonesia (Part of the HEINEKEN company)


Ajay Gopalakrishnan,
Head of Growth Performance, Sanofi 


Aaron Ting,
Regional Head of Performance Marketing,  Zenyum  

11.20am

Differentiate with digital: Using customer insights to design differentiated digital experiences

In today’s crowded digital space, brands are striving to deliver meaningfully different experiences to influence buying behavior. The key to impactful differentiation lies in generating unique customer insights that propel targeted solutions. This session will delve deeper into raising the right questions to surface unique insight, validating solutions’ differentiation and how to pressure test solutions for impact.

Speaker:
Mikael Vaitti,
Head of Digital Marketing & Strategy, Yappy Pets Pte Ltd 

11.55am

Screen break

BUILDING A STRONG, TRUSTED DATA FOUNDATION

12.10pm

From collision to collaboration: Managing multiple data sources of truth

When it comes to marketing measurement and optimisation, there are a multitude of data inputs and tools to obtain actionable insights, but often from different angles.  These tools sometimes have different stakeholders inside the organisation that managing them, with different methodologies, and rarely support the same conclusion. In this session, learn how to unify a marketing performance data ecosystem with conflicting data points to drive growth.

Speaker:
Vincent Ruaz,
Deputy Director Brand & Digital Marketing, M1

12.45pm

The magic of audience segmentation: Delivering high-value product with data science

Smart targeting using social insights to deliver customised content, and also monetise active prospects. By relying on power social media insights to learn about customer behaviour and storing this information to segment audience into groups based on their actions, brands can power robust targeting across any media—programmatic display and video, social or advanced TV. Learn how the audience segments are built to cut across linear, streaming and digital. 

Speaker:
Sarah Mathews, Group Head of Media Partnerships APAC, Tripadvisor 

1.20pm

Beyond marketing analytics: Using attention to optimise advertising

Attention is not a new KPI for marketers. It has been here from the start. Our industry efforts to build brands require attention to our communication messages. How can we improve that communication? How can we use real consumer behaviours like attention to achieve creative excellence? Tune in to this session, and learn how Mars innovates in attention and creative research.

Speaker:
Sorin Patilinet, Global Marketing Insights Director, Mars

1.55pm

Closing remarks / End of Theme 2

Who Should Attend?

C-Suite

  • Chief Marketing Officer
  • Chief Customer (experience) Officer
  • Chief Transformation Officer
  • Chief Technology Officer
  • Chief Digital Officer
  • Chief Innovation Officer
  • Chief Strategy Officer
  • CEO/Managing Director

VPs/Directors/Heads/Leaders of:

  • Digital/integrated marketing
  • Marketing technology
  • Data science
  • Data analytics
  • Marketing insights/analytics
  • Consumer insights/analytics
  • Customer intelligence
  • Data mining
  • Business intelligence

VPs/Directors/Heads/Leaders of:

  • Marketing intelligence
  • Digital innovation/strategy
  • Performance marketing
  • Product marketing
  • Product innovation
  • Demand generation
  • Data scientists focusing on marketing
  • Product owners

Hear what our past delegates have to say:

“I absolutely love how engaging it is despite being digital. The panel sessions have been really helpful in bringing out realistic takes into businesses hit by the pandemic.”

Marketing Manager, PhilCare

“Informative, clear and addressing current issues n concerns”

Head of Corporate Affairs, Petronas

“The event is awesome! The speakers come from various industries which with different best practices to share. Learnt a lot!”

CX-Insights & Analytics Senior Lead, Tokopedia

“Thank you for a great Digital Conference. I was most impressed by the platform and how interactive it was. It made taking in the content so much easier.“

VP Loyalty & Guest Experience APAC, Accor

“Great insights from a good line-up of speakers from across different industries!”

Senior Product Manager, Johnson & Johnson

“Content has been curated with high relevancy to the topic of discussion. Some great examples and insights.”

Operating Principal Marketing, Ekuinas