The Customer Strategy Breakfast
Hotel Cafe Royal, 10 Air Street, London, W1B 4DY
London
Summary
Are you in Data Denial?
eCommerce has lead to an explosion in data about customers, with more Martech & messaging thrown at those customers every day to drive both new & repeat purchases. Your data practice needs to observe the pattern of your individual customer to trigger patterns in brand loyalty, resulting in an identification of personal trends, ultimately making the customer happy. During this breakfast event, we discussed the possibilities of successully executing this?
In the UK, brands are increasingly conscious of and worried about the way that data is treated and interpreted from an increasingly complex network of media sources, sales channels and systems, most of whom do not talk nicely to one another. We debated about deciding which data is valuable for your digital efforts and why.
The easy answer might be to “Buy another platform” - a CDP or DMP or Data Lake is on offer solo, or as part of so many other solutions. Or - hire data managers, scientists and interpreters (if you can afford to) and get down and dirty with your own solution. Perhaps THEN tackle “personalisation” properly?
Across the morning, we approached the fundamental questions that need to be asked about customer data before you make any investments.
- What is the overall strategy with customer data and why (if you don’t have one then do you need one)?
- Where is the valuable data coming from, and how will you use it?
- What does this data inform and where will it take you? What are the priorities for now (quick wins) vs. future phases?
- How can you cost-effectively resource the implementation of an effective data strategy?
- Conjoin greater personalisation with desired customer experience to harvest data effectively
- How will you create a sophisticated analysis of the individual customer trends to trace point-of-sale transactions?
Michelle Corp
eCommerce & Commercial Manager
Hotel ChocolatRead Full Bio →
Michelle is eCommerce & Commercial Manager at Hotel Chocolat. Hotel Chocolat are the leading UK premium chocolate brand with over 100 stores in the UK and a digital proposition which brings together multiple product formats including gifting, events/experiences and subscriptions.
Michelle has been at Hotel Chocolat for over 4 years and is responsible for driving digital performance during a period of significant growth for the brand. Michelle’s favourite chocolate is Strawberries & Cream Chocolate Puddles.
Angela Lillis
Insight Lead, Clothing and Home
Marks & SpencerRead Full Bio →
Angela has a strong professional background working in data and insight, this is combined with a life-long passion for maths and problem solving. She now works with the Clothing and Home team at Marks & Spencer as Insight Lead managing the team across research, analytics and econometrics. Angela was recently recognised as ‘One of the Twenty Women in Data and Technology 2019’, a campaign that recognises diversity in Analytics by encouraging females to progress in their careers.
Sally Hunter
Digital Insight Analyst
LK BennettRead Full Bio →
Since starting the role at L.K.Bennett as Digital Insight Analyst, Sally has instilled a data driven approach to all eCommerce decisions within the company. In previous work, Sally was Business Data Analyst for 77 Diamonds, working at the heart of business support, with lots of different people with multiple abilities across the business - Marketing, Creative, Accounting, Dispatch, Sales and IT teams.As well as experience in Data Insight in retail, Sally has also worked for media agencies and local councils, building her skills and knowledge and channeling it to where she is today.
Guy Hancox
eCommerce Analytics & Insight Manager
Formerly WaitroseRead Full Bio →
Guy is a senior digital marketing and analytics team leader with over 20 years of digital experience on some of the UK's biggest brands, spanning worldwide campaigns across every search engine. Over the last 5 years he has also driven and delivered integrated Cloud solutions blending analytics, online marketing and online and offline customer data to improve customer experience, marketing effectiveness and commercial performance. His experience across all these fields positions him as someone who is exceptionally well placed to see how data can be used to personalise at scale, the customer facing impacts thereof and the different technical approaches that can be taken.
AGENDA
08:15 - 08:45 Registration & Networking Breakfast
08:45 - 09:00 Welcome from Commerce Futures
09:00 - 09:30 Keynote one - Michelle Corp, Lily’s Kitchen
09:30 - 10:00 Keynote two - Angela Lillis, Marks & Spencer
10:00- 10:20 Refreshments & Networking Break
10:20 - 11:05 Panel Q&A Discussion
Sally Hunter, LK Bennett
Guy Hancox, Waitrose
11:05 - 11:30 Networking & Event Close
Michelle Corp
eCommerce & Commercial Manager
Hotel ChocolatRead Full Bio →
Michelle is eCommerce & Commercial Manager at Hotel Chocolat. Hotel Chocolat are the leading UK premium chocolate brand with over 100 stores in the UK and a digital proposition which brings together multiple product formats including gifting, events/experiences and subscriptions.
Michelle has been at Hotel Chocolat for over 4 years and is responsible for driving digital performance during a period of significant growth for the brand. Michelle’s favourite chocolate is Strawberries & Cream Chocolate Puddles.
Angela Lillis
Insight Lead, Clothing and Home
Marks & SpencerRead Full Bio →
Angela has a strong professional background working in data and insight, this is combined with a life-long passion for maths and problem solving. She now works with the Clothing and Home team at Marks & Spencer as Insight Lead managing the team across research, analytics and econometrics. Angela was recently recognised as ‘One of the Twenty Women in Data and Technology 2019’, a campaign that recognises diversity in Analytics by encouraging females to progress in their careers.
Sally Hunter
Digital Insight Analyst
LK BennettRead Full Bio →
Since starting the role at L.K.Bennett as Digital Insight Analyst, Sally has instilled a data driven approach to all eCommerce decisions within the company. In previous work, Sally was Business Data Analyst for 77 Diamonds, working at the heart of business support, with lots of different people with multiple abilities across the business - Marketing, Creative, Accounting, Dispatch, Sales and IT teams.As well as experience in Data Insight in retail, Sally has also worked for media agencies and local councils, building her skills and knowledge and channeling it to where she is today.
Guy Hancox
eCommerce Analytics & Insight Manager
Formerly WaitroseRead Full Bio →
Guy is a senior digital marketing and analytics team leader with over 20 years of digital experience on some of the UK's biggest brands, spanning worldwide campaigns across every search engine. Over the last 5 years he has also driven and delivered integrated Cloud solutions blending analytics, online marketing and online and offline customer data to improve customer experience, marketing effectiveness and commercial performance. His experience across all these fields positions him as someone who is exceptionally well placed to see how data can be used to personalise at scale, the customer facing impacts thereof and the different technical approaches that can be taken.
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