The Personalisation Paradox
Delivering AI Powered Relevance Without Intrusion

3 - 4 November 2026 | Hilton Kensington, London

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Billy Cheng

Head of Consumer Data Activation L'Oreal

Billy currently serves as the Head of Consumer Data Activation at L'Oréal, where he oversees CRM and data activation strategies across the company's four divisions, including key brands like Lancôme and Kiehl's. Prior to joining L'Oréal, he was the Head of CRM & Loyalty at Reckitt, where he developed CRM strategies for their e-commerce platforms. Previously, he held the position of Group Senior CRM Manager at A.S. Watson, the parent company of Superdrug, managing CRM & loyalty strategies for 100 million members.

Conference Day Two - Wednesday 4th November

1:30 PM PANEL DISCUSSION: The Data Reality - Exploring the Foundations for Effective Personalisation

As organisations continue to invest in personalisation, many are facing a fundamental challenge: the quality, accessibility, and completeness of their data.

This panel discussion explores why strong data foundations are the true enabler of effective personalisation, well before any advanced technologies are layered on top. This is because for many brands, particularly in consumer goods, the core issue is not a lack of tools, but a lack of visibility. With a significant portion of customer interactions happening through third-party retailers, brands are often left with only a partial view of customer behaviour and preferences. This fragmented data landscape makes it difficult to deliver relevant, timely, and consistent personalised experiences.

This session will focus on what it really takes to build a connected and reliable data ecosystem that supports meaningful personalisation. Panellists will discuss the practical realities of collecting and unifying first-party data, the increasing role of data partnerships and secure collaboration methods such as clean rooms, and the governance and operational challenges involved in ensuring data is accurate, usable, and compliant. The conversation will also address a common disconnect: many organisations have invested in data infrastructure, yet still struggle to activate that data effectively within CRM and marketing strategies. The session will highlight how organisations can move beyond isolated transactions toward a more complete, customer-centric understanding that enables more relevant and effective engagement.

Key Takeaways:

A clear understanding of the critical data gaps limiting personalisation and how to begin addressing them
Practical approaches to strengthening first-party data strategies and leveraging partnerships to enrich customer insight
How to bridge the gap between data infrastructure and activation to deliver more consistent, relevant customer experiences

Check out the incredible speaker line-up to see who will be joining Billy.

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