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