Setting the goals for conference day two

Gianfranco Cuzziol

CRM and Personalisation
Advisor

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Join us for a lively and interactive conference-wide game that will spark debate and discussion on key industry topics.

How it Works:

1. Controversial Statement: IQPC will present a thought-provoking/controversial statement related to one of the conference themes.

2. Choose Your Stance: Move to the clearly marked area in the room labelled “Agree,” “Disagree,” or “Undecided.”

3. Share Your Perspective: Join a group discussion and share your reasons for choosing your stance.

4. Revisit the Statement: After the discussion, we will re-ask the original statement and invite participants to reconsider their position based on the insights gained.

This interactive game is an engaging way to network, explore different viewpoints, challenge your assumptions, and learn from your peers

Transitional to renewable energy is a major transformation in the cost to use it. At E.On, we call this ‘New Energy’.But customers’ expectations and challenges – value for money and convenience of a an essential but intangible product - will be the same.Personalisation is the way to address this.

Energy cost will depend on how, when, and where it is generated, used, stored, and returned. An experience that translates all this to simple choices based on an individual’s (ever-changing) behaviours will make New Energy Work, so it’s Sustainable, Affordable, For Everyone. Making New Energy work doesn’t always mean more engagement. Sometimes, it means making interactions seamless and intuitive, even leading to less customer engagement while still delivering value.

Join E.ON in this session as we explore the complexities of scaling personalisation in an industry where the stakes are uniquely high. We’ll dive into:

• Energy as a service, not a commodity: Understanding the unique challenges and opportunities of personalising a product that customers can’t opt out of.

• AI-Powered personalisation: Discovering how artificial intelligence can help target diverse customer segments and deliver tailored experiences at scale.

• The “less is more” approach: Strategies for optimising customer touchpoints to provide effective personalisation without overwhelming or disengaging your audience.

Andy Sage

Head of Partnership Propositions
E.ON Next

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Join us for an insightful look into BritBox’s journey over the past year, where a dedicated focus on personalisation has led to a near-doubling of homepage Click-Through Rate. This session isn’t just about a single metric; it’s a deep dive into the strategic and operational shifts required to truly optimise the entire customer journey through personalisation, moving beyond the homepage to impact every touchpoint. BritBox will share the realities of this transformation, acknowledging that significant gains don’t happen overnight. Discover the challenges they faced, the lessons learned, and the tangible steps that allowed the organisation to unlock the power of personalised experiences. This session is designed for marketers keen to understand the practicalities of implementing effective personalisation strategies that deliver real business impact across the full customer lifecycle.

Key Discussion Points

• The importance of clearly defining the context and KPIs for personalisation — treat it as a tool, not an outcome.

• Strategies to establish a robust testing framework to measure the impact of personalisation efforts.

• Getting your data in shape – ensuring you have the right data foundations in place

Damien Read

Personalisation Expert
BritBox International

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The hyper-personalisation trend is here to stay, and loyalty programs are at the forefront of the revolution. While most loyalty programs offer generic rewards to customers regardless of their preferences, this lightening session explores how the future of optimising customer loyalty and improving LTV lies in personalising loyalty programmes and rewards.

Join this session to learn how personalisation can:·

• Build trust and reliability: When you consistently deliver relevant content, recommendations, and support, customers see your brand as a reliable partner. This makes them less likely to switch to competitors.
• Deliver tailored recommendations: By analysing past purchases and preferences, brands can provide highly relevant product or service recommendations. This significantly increases the chances of repeat purchases and cross-sells.
• Reduce churn: When customers feel valued and receive relevant experiences, brands dramatically cut down the likelihood of them leaving for a competitor

In today’s digital landscape, our inboxes are overflowing, and generic messages are almost always ignored. To truly capture attention, your emails need to feel relevant and personal. This isn’t just about making a good impression; personalised emails have been proven to significantly enhance the customer experience leading directly to higher ROI and improved conversion rates. However, the path to effective email personalisation isn’t without its challenges. Issues like data fragmentation and quality, the complexities of creating dynamic content, and crucial ethical considerations, alongside a lack of a clear strategy, can all impact your email open rates

This lightning session dives into practical strategies for overcoming these hurdles, ensuring your email personalisation efforts are impactful. We’ll explore:

• The power of personalised subject lines: Discuss how a highly relevant subject line can dramatically increase your open rates, setting the stage for engagement.
• The importance of behaviour-triggered emails: Explore how timely, relevant messages significantly boost engagement and drive conversions by meeting customers where they are in their journey
• Urgency to drive action: Learn how to craft calls to action that motivate without overwhelming, leading to quicker decisions and higher conversion rates

Personalisation is more than just tailored recommendations; it’s about crafting seamless, meaningful experiences that build lasting loyalty and trust. In fact, a 2024 report indicates that businesses excelling in personalisation can see up to a 40% increase in revenue growth compared to their competitors. The secret to this success lies in leveraging data to create truly impactful and distinctive customer experiences. Think of data as the language customers use to express their needs and preferences, and the fuel that powers the sophisticated systems behind meaningful, scalable personalisation.

Join our expert panel as we explore how to maximise your consumer data to drive genuine, scalable personalisation.

Key discussion points will include:

• Unlocking value: Discover the importance of extracting insights from your first-party and behavioural data.

• Real-time activation: Learn how to connect those insights directly to real-time personalisation efforts.

• Foundations for scale: Discuss the essential operational models and data infrastructures needed for successful omnichannel personalisation at scale

Billy Cheng

Head of Consumer Data Activation
L'Oreal

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Chris Parker

Global Head of Customer Data
JLR

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Zack Wragg

Senior Product Owner – Digital Commerce Transformation
Merlin Entertainments

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Aislinn Mallon

Head of CRM, Engagement
The Guardian

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These interactive, informal sessions offer a unique opportunity to step away from formal presentations and engage in lively, peer-led discussions. Connect with industry colleagues, share your challenges and successes, and collectively explore innovative solutions in a relaxed, open environment. It’s an ideal space for deep reflection, practical problem-solving, and expanding your professional network across diverse sectors

Discussion topics include:

• The tech takeover: Is AI pushing trust to a breaking point?• Is personalisation CoE stifling progress instead of making it?

• Are your personalisation metrics proving progress or propping up a flawed strategy?

• Strategies to align cross-functional teams on customer journeys