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Our Insight-Led Marketing Stories Event took place once again in our London office, in sponsorship with FactFinder!
In this 4th edition, our speakers at High Street TV, FactFinder, Schmack, and special guest Maarten Ectors, gave the audience engaging insights and stories to inspire them in how they deliver customer-centric experiences.
Before we recap the talks and give you the full presentations, we want to say thank you to all for attending and look forward to having you join us for our upcoming events!
We’re on a mission to spark inspiration within brands, by sharing proven stories about the power of insight-led marketing. By collaborating closely with our clients and partners, we have created a space for brands to share their experiences, to demonstrate just how actionable insights can help redefine customer experiences and positively impact business performance.
Kicking off the event was Lucas Dyson, Digital Marketing Executive at High Street TV. He dived into High Street TV’s product-focused marketing strategy while explaining how they have used Mapp to grow their database and brands while driving demand for their products.
With a huge database of over 800,000 contacts and a strong social media presence, High Street TV recognized the immense potential of these assets. Ultimately, the team aimed to leverage their database further to bolster their smaller brands.
Lucas showcased their smart use of custom attributes and distinct automation whiteboards within Mapp to differentiate their various brands. Users who opt into one brand automatically join the High Street TV family but can easily customize their email preferences, opting out of specific brand emails through a preference page.
High Street TV also saw great success in their post-purchase email strategy, offering product usage tips that not only reduced returns and customer service inquiries but also generated extra revenue. Their abandoned browse and cart email initiatives were equally impactful, making a substantial contribution to their overall email-driven revenue. Watch the full presentation here:
Next up was Stephen Batley, from the FactFinder team, who offered invaluable insights into the e-commerce landscape, highlighting three significant trends that are reshaping the industry: Personalization, Shift from Acquisition to Retention, and A.I. Integration.
Stephen also shared compelling statistics indicating that despite economic challenges, decision-makers are increasingly inclined to boost their investments in AI. In closing, he underscored the rise of “Authentic Intelligence” as a pivotal factor for gaining a competitive edge, particularly in product discovery for teams, businesses, and, crucially, customers. Watch the full presentation here:
In Shmack’s presentation, Simon engaged the audience with a QR code, revealing the potential of wallet passes to create captivating loyalty experiences. He challenged the conventional notion that loyalty programs are primarily driven by businesses’ interests rather than focusing on genuine customer care. Simon emphasized that understanding human habits and emotions is key to building lasting customer loyalty. Watch the full presentation here:
Kick-starting the A.I. topic, Ricardas, VP of Global Strategy, started by emphasizing that AI investments primarily aim to boost efficiency and effectiveness, often resulting in enhanced revenue, profit, and time-saving. He demonstrated practical AI use cases with Mapp, like content generation using models such as Chat GPT-4.
Mapp’s capability to enhance personalization by incorporating context into campaigns and segmenting them based on user preferences was also explored. With AI’s role in identifying opportunities and anomalies in customer data, Mapp Marketing Cloud’s anomaly detection feature is an example of providing real-time alerts for prompt issue investigation. Another key topic was AI-driven opportunity identification, including segment detection and pre-configured metrics for evaluating customer segments’ value.
Ricardas concluded by highlighting Mapp’s AI-powered content generation, campaign optimization, and effectiveness analysis, presenting Mapp as an integrated solution for marketers seeking to leverage AI for improved marketing strategies. Watch the full presentation here:
And finally, Maarten Ectors took the stage, drawing from his extensive experience at Legal & General and Nokia, and his specialty in groundbreaking technologies like AI, Web3, IoT, AR, VR, and blockchain. His presentation left the audience teetering between excitement and unease as he explored the future’s uncertain landscape.
Maarten highlighted the significance of understanding exponential change and discussed the transformative potential of technologies like renewable energy, lab-grown food, robot factories, and decentralized finance. He delved into Elon Musk’s ambitious projects, ranging from brain implants to AI-driven healthcare and autonomous robots, sparking both excitement and concerns about future possibilities. Maarten also explored the idea of AI-enhanced workers, showcasing how they could greatly boost productivity and provide cost-effective services to customers. Watch the full presentation here:
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