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Domande di tendenza

Entrare nella mente dei marketing leader

Mentre iniziamo a reinventare il futuro, ascolta i direttori generali marketing e gli opinion leader Oracle che spiegano in che modo è possibile comprendere a fondo i segnali dei clienti e offrire esperienze iper-personalizzate.

Registrati oggi stesso

Di cosa si tratta?

Comprendere a fondo i segnali dei clienti e offrire esperienze iper-personalizzate.

Stiamo percorrendo un territorio inesplorato mentre i professionisti del marketing iniziano a riprendersi e a reinventare. Trai ispirazione dai successi e dagli insegnamenti condivisi da opinion leader Oracle e dai più importanti direttori generali marketing dell'area EMEA (Europa, Medio Oriente e Africa) riguardo al metodo da adottare per reagire più rapidamente ai segnali dei clienti, acquisire maggiore agilità di fronte al cambiamento e garantire esperienze in tempo reale.

  • Scopri come sfruttare appieno i segnali dei clienti
  • Ascolta le sfide e le soluzioni reali proposte dai tuoi colleghi del settore marketing
  • Amplia il tuo repertorio con idee attuabili e strumenti utili

Agenda

Orari visualizzati in

Ascolta la prospettiva del CMO di un brand leader di mercato, insieme a quella di Oracle, su come gestire al meglio i dati

L’importanza dei dati non è un segreto – clienti e consumatori forniscono dati costantemente e le organizzazioni hanno bisogno di gestirli e utilizzarli in maniera sicura, etica e che aggiunga valore alla relazione con i clienti che lasciano un’impronta digiale in continua espansione ad ogni click.

Se i team di marketing non riescono a risolvere le sfide che si presentano nella gestione dei dati, e diventare leader nella loro gestione, non saranno mai in grado di guidare il business, o contribuire in maniera decisiva ad esso. Ascolta l’esperienza di un CMO di un brand leader di mercato su come diventare un leader nella gestione dei dati.

Prosperare nell'economia della Customer Experience: priorità dei direttori generali marketing

"Siamo ai primordi di un nuovo mondo e la Customer Experience rappresenta l'elemento di origine della rinascita. I clienti sono i veri innovatori che gestiscono il rapporto professionale sul canale che preferiscono."

Queste parole sono state scritte nel 2019, citando la ricerca "Prosperare nell'economia della Customer Experience" di Oracle condotta insieme a Econsultancy. Era vero allora, ma non potevamo sapere quanto peso avrebbero avuto nel passaggio al digitale del 2020. In base ai risultati delle ricerche più recenti, Stefan Tornquist, vicepresidente senior del settore ricerca di Econsultancy, analizzerà gli importanti insegnamenti tratti dal "prima" e dal "dopo" e indicherà le capacità assolutamente indispensabili alle organizzazioni di marketing per prosperare in un mondo definito dal cliente digitale.

  • Stefan Tornquist

    SVP, Research and Learning, Econsultancy

  • Sessione B2C Customer Spotlight: come il marketing supporta la crescita rapida e il recupero del business

    Le aziende stanno cercando di recuperare e accelerare la crescita del loro business e i team di marketing svolgono un ruolo fondamentale nell’identificazione delle opportunità di crescita dei ricavi. Se in alcuni casi la crescita verrà dall'acquisizione di quote di marketing, in altri può riguardare il mantenimento dei clienti esistenti e la riduzione del tasso di abbandono.

    Per i leader del marketing è importante concentrarsi non solo sulle attività di brand awareness, ma anche sulla promozione di attività che creino valore commerciale e impatto sui profitti, gestendo il ciclo di vita del cliente end-to-end, concentrandosi sui momenti chiave del suo percorso esperienziale, personalizzando le esperienze e liberando il potenziale dei dati.

    In questa sessione ascolterai esperti di marketing leader di settore su come assicurare che ogni coinvolgimento sia contestuale, personalizzato e si distingua dalla massa.

    • Samuel Van Deth

      Director CX Marketing Strategy EMEA, Oracle

    • Motasem El Bawab

      Head of Digital & Technology, FIVB - International Volleyball Federation

    • Thomas Spengler

      Chief Customer Officer, Internetstores Group

    Sessione B2B Customer Spotlight: la padronanza dei segnali dei clienti in tempo reale

    Il mondo è cambiato per gli acquirenti B2B. L'esperienza di acquisto B2B si è focalizzata sul digitale, con interazioni più emotive, real-time e sociali, proprio come neell’ambiente B2C. Per superare queste nuove sfide e avere successo, i marketer B2B devono raccogliere segnali di dati in tempo reale sui propri clienti, capirli e, cosa più importante, utilizzarli per connettersi a quello che ora è noto come B2B Consumer. Nell'attuale economia, non c'è niente di più importante del coinvolgimento e della fidelizzazione dei clienti, e potrai sentirlo dai leader di marketing del settore durante questa sessione.

    • Tom Bird

      Senior Director Sales Development & Strategy CX EMEA, Oracle

    • Faustine Andres

      Head of Marketing, ALD Automotive

    • Dr. Thorsten Harzer

      Vice President und Head of Digital Accelerator, QIAGEN

    • Richard Smith

      Senior Global Marketing Automation Manager, Standard Life Aberdeen

    Customer Intelligence Panel: Trasformare utenti anonimi in Clienti e i Clienti in Advocates.

    I tuoi clienti si aspettano dal tuo brand molto più di quanto abbiano mai fatto. Vogliono esperienze coerenti da tutti i punti di contatto e si aspettano che ti ricordi le interazioni passate avute con loro.

    Chiedono il rispetto della loro privacy...ma vorrebbero anche che tu li capissi e li trattassi come individui unici. Per noi professionisti del marketing, l’unico modo per stare al passo è offrire al cliente un’esperienza eccezionale, utilizzando dati e intelligence in tempo reale.

    Durante questo panel ascolterai le migliori esperienze reali di marchi leader sulla gestione di queste esperienze personalizzate per fidelizzare i clienti a vita.

    • Jean Francois Lasnier

      Senior Director S&M Applications & Analytics, International SOS

    • Michael Aho

      Marketing Automation MarTech Leader & Marketing Analytics Guru, Bonnier News

    • Tom Bird

      Senior Director Sales Development & Strategy CX EMEA, Oracle

    Event Speakers

    Faustine Andres
    Faustine Andres Head of Marketing, ALD Automotive

    Faustine Andres is Head of Marketing at ALD Automotive, a global leader in mobility solutions providing full service leasing and fleet management services across more than 40 countries with more than 1.6 million vehicles managed worldwide. She is in charge of supporting the digital and business transformation throughout the Group.

    Faustine Andres joined ALD Automotive in 2014 as CRM Support manager. She went on to become Head of Innovation in 2016 in charge of fostering the development of new business models beyond car leasing, before being appointed Head of Product Management and Innovation in 2018, in charge of the development and the scale-up of new products & services.

    In addition she has now the responsibility of digital marketing, front solutions, CRM and programs to foster the digital culture among the group. Her mission is to develop the people-centric culture and she is passionate about transformation topics.

    Tony Miller
    Tony Miller Marketing Director, WW (formerly Weight Watchers)

    Tony is passionate about the consumer - giving them the best experience through creative storytelling - fueled by the right mix of insight, data, and technology. He's a Digital Transformation Expert at heart, with over 25 years in the business, on both agency and client side, recently being named in this years DataIQ 100 and Marketing Week's Top 100 Most Effective Marketings in the UK, and in the Top 10 of Media, Telecoms, and Entertainment. He is currently Marketing Director at WW (formerly Weight Watchers) and previous to this spent the last 5 years at The Walt Disney Company as VP Digital Marketing & CRM, EMEA

    Thomas Spengler
    Thomas Spengler Chief Customer Officer, Internetstores Group

    As Chief Customer Officer at Internetstores, Thomas is responsible for areas such as CRM, Performance Marketing, Customer Care and Automation and Analytics, as he and his team take customer centricity to a new level. He is an expert in Marketing Technology and Customer Experience, and brings his experience in these areas to the forefront of innovation for the company. After studying economics at the LMU Munich and working with management consultant, Thomas joined Internetstores in 2013 helping to drive the company's growth. He has been a member of the senior management team since July 2019.

    Motasem El Bawab
    Motasem El Bawab Head of Digital & Technology
    FIVB - International Volleyball Federation

    Motasem El Bawab was a former professional basketball player. He currently serves as the Head of Digital & Technology at the International Volleyball Federation.

    As the Head of Digital of the International Volleyball Federation his role is to lead the teams developing the Digital and Technology strategies for the federation. His main responsibility is to increase viewership of Volleyball Properties globally and to drive new revenue streams beyond TV. His other focus is to bring the best of volleyball to its fans, players and organizations around the world through innovative digital solutions & engaging content.

    Beyond his work for the FIVB, some of his past roles included being the digital projects manager for the International Basketball Federation, where he lead their technology, digital architecture and mobile transformation.

    Michael Aho
    Michael Aho Marketing Automation MarTech Leader
    & Marketing Analytics Guru,
    Bonnier News

    Michael joined the Bonnier News organization close to 4 years ago. His background is in Dell computers award winning demand generation team. With expertise in MA, data use and analytics, he is growing a modern martech team and the cross functional work within the organization to make the most with Bonniers data. Learn more about how Bonnier won their second global Markie award for best lead management program 2020 and how they continue to progress on their modernization journey ahead.

    Stefan Tornquist
    Stefan Tornquist SVP, Research and Learning,
    Econsultancy

    Stefan manages all research in North America and is responsible for the curriculum of Econsultancy' s digital learning platform. He is the primary author of over 100 studies exploring topics in digital marketing, technology and business transformation with partners such as Adobe, Google, IBM, Microsoft, Oracle and Salesforce. Stefan's work has been featured in the Wall St. Journal, New York Times, USA Today, NPR, CNN, CNBC, Fast Company and AdAge. Before joining Econsultancy, Stefan was the research director for MarketingSherpa. He began his digital career as co-founder of rich media pioneer Bluestreak, now part of Dentsu.

    Dr. Thorsten Harzer
    Dr. Thorsten Harzer Vice President and Head of Digital Accelerator, Qiagen

    Dr Thomas Harzer is Vice President for eCommerce & Digitalization at QIAGEN since 2015. He has a strong track-record in B2C as he was responsible for Business Development at FashionID/Peek & Cloppenburg. Dr. Harzer also has 8 years of experience as Strategy Consultant with BCG and was elected to Capital’s “Top 40 under 40” list in 2019. He received the Digital Lab Award in 2019 & 2020 for leading digital unit in Germany. Dr. Harzer received his doctoral degree from RWTH Aachen University on the topic of mass customization.

    Jean Francois Lasnier
    Jean Francois Lasnier Senior Director S&M Applications & Analytics, International SOS

    Jean-Francois Lasnier is the senior director for all Sales & Marketing applications and analytics at International SOS. He accumulated 15 years of experience in transforming global sales and marketing organizations, improving sales and marketing efficiency, increasing profitability and driving changes. After starting his career in mathematics in Singapore and business consulting, he joined International SOS in 2012 where he and his team supported the company’s growth and transformation, particularly in those covid-19 times.

    Richard Smith
    Richard Smith Senior Global Marketing Automation Manager, Standard Life Aberdeen

    Richard is a Senior Marketing Automation Manager for Standard Life Aberdeen, a leading provider of savings and investment products for corporate and personal investors. His focus is to grow client experience and drive demand generation approaches through technology solutions and automated propositions. He is an expert in marketing technology and customer experience and brings his global B2B and B2C digital marketing experience to the forefront of developing and executing digital marketing strategies for the asset management and life and savings businesses.

    Charlotte Adelgaard
    Charlotte Adelgaard Head of CX Western Europe, Oracle

    Charlotte Adelgaard recently returned to Oracle to lead the Customer Experience (CX) sales organization in Western Europe. She has more than 15 years of leadership experience from the technology industry and has managed international teams most of her career.

    Prior to Oracle, Charlotte was Senior Vice President for Global Strategic Programs and Innovations at SAP, where she led a global team focusing on CX Innovations, strategic programs and new GTM approaches. Charlotte is dedicated to creating change within the software industry, focusing on topics such as empathy, sustainability, kindness, leadership and inclusion. As a female leader she wishes to inspire women to join her world and pursue a career in leadership.

    Charlotte holds an Executive MBA from the Executive Foundation at Lund University.

    Tom Bird
    Tom Bird CX Strategy Leader EMEA, 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.

    Scopri come creare esperienze di marketing impeccabili per la gioia dei tuoi clienti.