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Oracle Advertising and CX Virtual Summit: Inteligencia en Marketing: ¿es algo real o artificial?

29 de septiembre de 2021 | 9:00 BST / 10:00 CEST / 12:00 GST

La inteligencia artificial (IA) ya está afectando a muchos ámbitos de nuestras vidas. ¿Qué implicaciones tiene esto para el marketing? La inteligencia del cliente es más importante que nunca. Únete a este evento virtual para descubrir cómo puedes utilizar la inteligencia artificial y la inteligencia del cliente para atraer mejor a los clientes y explorar el futuro del marketing.



Escucha cómo los especialistas en marketing pueden usar la inteligencia artificial y la inteligencia del cliente para impulsar la fidelización y el compromiso

Aprende a aumentar de manera sostenible el uso de datos, inteligencia artificial e inteligencia del cliente en tiempo real para crear estrategias de marketing más eficaces que te acerquen más a tus clientes y te ayuden a fidelizarlos.

Asiste a lo siguiente:

  • Debates sobre el uso eficaz de la inteligencia artificial y la inteligencia del cliente
  • Historias de empresas que han implementado con éxito la IA en su marketing
  • Análisis del futuro de los datos, la inteligencia artificial y la inteligencia del cliente en marketing y CX

Agenda

Horarios mostrados en

Bienvenida

  • Tom Bird

    Desarrollo de negocio de CX EMEA y director sénior de estrategia

Inteligencia en Marketing: ¿es algo real o artificial?

Ponencia: sobre la realidad de la inteligencia en Marketing. Se habla mucho de mejorar el marketing con machine learning, inteligencia artificial e inteligencia del cliente, pero ¿hasta qué punto es eso real? ¿En qué deben centrarse los especialistas en marketing?

  • Mark Ritson

    Doctor en marketing y persona con gran influencia de renombre mundial

Marketing desde casa

Cada vez más responsables de la toma de decisiones B2B trabajan desde casa. Escucha a Emma Sands de Amadeus hablar sobre la situación actual del marketing B2B. Explorará las estrategias y tácticas necesarias para llegar a los clientes cuando ya no están siempre en sus oficinas, y el papel que la inteligencia artificial y la inteligencia del cliente pueden desempeñar.

  • Emma Sands

    Responsable de Interacción con los Clientes y Adquisiciones, Amadeus

La nueva fidelización: de lo transaccional a lo conductual pasando por lo emocional. ¿Cómo manejarla?

Mesa redonda: La fidelización está cambiando. Los enfoques originales se centraban principalmente en la cantidad de transacciones, pero con la era digital llega la posibilidad de incluir interacciones de comportamiento. ¿Cómo puedes asegurarte de que la fidelización llegue a un nivel emocional más profundo? ¿Y qué papel desempeñan en eso la inteligencia del cliente, la inteligencia artificial y el contenido?

Clausura

  • Tom Bird

    Desarrollo de negocio de CX EMEA y director sénior de estrategia

Featured speakers

Emma Sands Head of Customer Engagement & Acquisition, Amadeus

Emma is a senior digital marketer, with over 15 years’ experience in both B2B and B2C multinationals. A passionate advocate of customer centricity and data-driven decisions, she is currently leading a global team of digital experts to drive end to end lead management and always on demand generation strategies across the organization.

She enjoys teaching and knowledge sharing. To this end, she has both led in-depth analyses on digital marketing spend for multinational organizations to recommend key changes to their digital strategy and has also built and taught undergraduate and graduate courses on Digital marketing, Customer Centricity and Analytics for business schools in Madrid.

Mark Ritson Virtual marketing professor and columnist for Marketing Week

Mark Ritson is a brand consultant and former marketing professor. He has a PhD in Marketing and taught on the MBA programmes of leading business schools including London Business School and MIT. He has written a column on marketing for almost 20 years, winning the PPA Business Columnist of the Year three times. He teaches the Marketing Week Mini MBAs in Marketing and Brand Management.

Tom Bird EMEA CX Business Development & Strategy Senior Director, Oracle

Tom Bird is CX Strategy Leader for Oracle in EMEA he is an ex‐customer with experience as a board‐level and senior leader for Customer Experience in industries ranging from Automotive where he was Head of Digital & Online products at BCA Marketplace Plc, to the world of online beauty where he was Chief Customer Officer at rapid‐growth eCommerce business Beauty Bay.

His passion and involvement in digital and transformational projects and products both client and agency‐side (Omnicom) over the last decade are matched only by his continuing thirst for knowledge, which at present is focused on the NeuroScience of successful leadership and management.

Jason Whiting Global VIP Program Director, LEGO Group

Jason is the head of global loyalty at the LEGO® Group, where he oversees strategic direction and marketing of LEGO VIP, the company’s loyalty program operating across 30 countries and 22 languages.Jason believes that the success of any loyalty program hinges on understanding your members’ passions and rooting your program design in strong company values. With these beliefs in mind, he and his team set out on a yearlong journey to redesign LEGO VIP to meet the needs of the program’s ever-expanding member base.Prior to this role, Jason headed up ecommerce marketing for North America and then EMEA/APAC. During this time, he was responsible for strategy and marketing leadership, overseeing email, paid search, affiliate, and content marketing supporting the LEGO Group’s D2C ecommerce business.A 20-year veteran in the marketing industry, Jason has held positions on both the client and agency side.Specializing in online, event, and engagement marketing, he has worked with a wide range of companies in both the B2B and B2C space, including Estee Lauder, AB InBev, the ANDYs, Ricoh/Savin, Honeywell, Tyco, Pfizer, and more.

Alessandro Zanotti Managing Director, Accenture Interactive

Alessandro leads Accenture Interactive’s Digital Agency for Retail and Fashion in Europe, as well as the Digital Agency’s Products industry in Italy, Central Europe and Greece since 2017. Alessandro is a leader in Digital end to end transformations from strategy/ road-mapping throughout implementation and outsourcing services in both digital commerce & marketing transformation. He helps his clients create unique experiences from fashion weeks to luxury cars to consumer electronics. Before joining Accenture, he worked for The Boston Consulting Group Digital and Digital Ventures, Google’s Travel & Retail Sector, and Bain & Company’s Retail + Private Equity practices. He holds degrees in business administration from Bocconi University, Milan, and Rotterdam School of Management. He lives in Milan with his family.

Accenture Interactive is part business consultancy, part creative agency and part technology powerhouse, who can reinvent the front office across products, marketing operations, sales and commerce and customer service.