Day 1, 20 October: Engineering the modern marketing machine

Modern marketing demands systems, not just sparks. Marketers must forge scalable, data-driven operations that adapt in real time as complexity mounts. Unveil how top teams are building high-performance marketing machines, powered by AI, automated decisions, clean data, and seamless orchestration.

Agenda

20 October

08:30

REGISTRATION & REFRESHMENTS

09:00

Welcome Address

09:10

[Opening keynote]

Agentic AI: When marketing thinks for itself
  • Assess agentic AI’s potential in autonomous media buying, budget pacing, and creative versioning
  • Define accountability models when AI makes micro-decisions in real time
  • Benchmark readiness by evaluating workflow triggers, data quality, and override protocols

09:40

[Case study]

The automation myth: Doing more with less still needs strategy
  • Map automation boundaries to avoid cascading errors across high-volume workflows
  • Distinguish between task automation and decision automation for scalable efficiency
  • Design rule-based systems that align with business objectives and channel realities

10:10

[Case study]

The invisible bottleneck: Why your marketing isn’t moving fast enough
  • Audit cross-functional processes to locate approval, data access, and briefing delays
  • Diagnose points of failure in tech orchestration, from campaign ops to asset handoff
  • Align martech, ops, and creative teams through shared velocity metrics

10:40

MORNING COFFEE & NETWORKING

11:00

Elevator Pitch

11:05 – 11:35

LIGHTNING TALK

11:05

Your CRM can’t keep up, until AI joins the loop

Learn how the right integration closes the gap between touchpoints and creates seamless experiences that adapt as customers move.

11:20
Now or never: Real-time CDPs and the race for relevance
Explore how modern CDPs help marketers act on live signals, not last week’s data.

11:35

[Panel Discussion]

Click to reality: Closing the loop on O2O marketing
  • Linking online touchpoints to in-store outcomes with smarter attribution.
  • Creating frictionless transitions from screen to store.
  • Using O2O data to optimise strategy, personalise campaigns, and prove ROI.

12:05

[Case study]

Live commerce, AI and the data gap: Navigating e-commerce at brand level
  • Compare platform-level data blind spots across marketplaces, social commerce, and O2O
  • Evaluate the impact of uneven AI maturity across regional teams and market segments
  • Build a unified commerce layer to reconcile siloed data into actionable brand insights

12:35

[Panel Discussion]

Turning the business around: Using digital to drive efficiency and relevance
  • Identify why and what for digital strategy and learn the latest how to win
  • Reprioritise legacy investment strategy considering P&L impact leveraging with technology
  • Operationalise rapid testing frameworks to validate turnaround strategies under pressure

13:05

NETWORKING LUNCH

14:35

Elevator Pitch

14:40

Building a multi-business ecosystem: How Cathay uses data to diversify and scale
  • Leverage a single customer view to orchestrate cross-vertical engagement and upsell
  • Translate loyalty data into new product demand signals across disconnected units
  • Build a modular data stack to scale across business lines without duplication

15:10 – 15:40

LIGHTNING TALK

15:10

Measuring what matters: Navigating attribution decay and decision noise
Learn how to redefine success using blended metrics, proxy signals, and incrementality frameworks.

15:25

Built to move: Creating marketing systems that learn and adapt in real time
Explore how smart automation and agile ops turn complexity into continuous optimisation.

15:40

AFTERNOON BREAK & NETWORKING

16:00

Elevator Pitch

16:05

[Panel Discussion]

From everywhere to anywhere: AI-powered data activation for the omni-channel win
  • Leverage AI to unify fragmented customer touchpoints into a single, high-performance marketing engine.
  • Trigger hyper-relevant moments across digital, physical, and emerging channels without breaking flow.
  • Turn omni-channel chaos into competitive advantage with predictive, always-on activation.

16:35

Closing remarks by MARKETING-INTERACTIVE

16:40

END OF DAY 1