United Airlines MD of world’s biggest loyalty program headlines Data Day in Melbourne on Tues, May 14th + Sydney on Thurs, May 16th

ADMA has snared the managing director of the world’s largest loyalty program, Mark Krolick of Chicago-based United Airlines, to headline Data Day (14 May Melbourne and 16 May in Sydney).

Says Jodie Sangster, CEO of the Association for Data-driven Marketing and Advertising: “We’re thrilled to have Mark at the head of an outstanding roster of speakers in Melbourne and Sydney. It’s a rare opportunity for Australian marketers to have a direct dialogue with a global data leader.”

The theme: Understanding the potential of a data-driven marketing strategy was chosen after a survey found 50% of marketers don’t believe their team is adequately equipped to deal with and analyse data. ADMA conducted the survey with the help of Responsys.

ADMA Data Day will be held at the Melbourne Convention & Exhibition Centre, 2 Clarendon Street, South Wharf, Melbourne, on Tuesday 14 May and on Thursday 16 May at Luna Park’s Crystal Palace in Sydney. Time: 8.00am to 5.00pm.

Speakers include:

International keynote Mark Krolick, Managing Director, Marketing & Product Development, United Airlines (Chicago), onManaging the world’s largest loyalty program. Mark will discuss the challenges and opportunities of big data, how to use data creatively to engage with new and existing customers, and how to make use of customer data for target marketing and retention.

Alex Twigg, General Manager, UBank (speaking in Melbourne) and Anthony Perry, Customer Service Director UBank (speaking in Sydney), on Engaging with your customers online and creating long-lasting relationships. Alex and Anthony will talk about how to reach out to customers in significant/engaging ways, how to apply big data analytics to individual customer data and ensuring compliance with privacy laws and regulations.

Andrew Smith, Head of Brand Marketing, Bupa Australia, on How customers drove a brand change. Andrew will explain how three key insights drove a new brand proposition and the value of insights in a low involvement category.

George Hughes, Head of Everyday Rewards, Woolworths, on Everyday Rewards: providing a complete accurate and integrated view of customers (case study). George will talk about collecting and centralising all information about customers, understanding behaviours to service unique segments of customers, and providing a consistent approach to customers across all departments and channels.

Glenis Carroll, General Manager RSVP-Fairfax Digital, on Setting up a behavioural targeting program to improve the effectiveness of your campaigns. Glenis will explain how to identify customer needs to offer personalised experiences, how to optimise data to get rid of the noise and making use of valuable data for actionable insights.

Umporn Tantipech, Principal Consultant, Customer Analytics and Interaction, Pitney Bowes Software on Gain sustainable competitive advantage with a customer delight strategy. Umporn will talk about motivating and educating the wider business of the merits of data insights and finding, linking and exploring your ‘dark’ data to create the new 360° customer view.

Julia Thomas, Digital Marketing Manager, Sydney Festival, on Benefit from digital innovation to improve traditional marketing results. Julia will discuss the importance of understanding digital channels and their most effective use; and how to use real-time marketing to respond to customers in a relevant/engaging manner.

Ciarán Norris, Chief Digital Officer, Mindshare Australia, on Using data and creativity to deliver relevant experiences to consumers. Ciaran will discuss how to offer customers the best online experiences and placing ads to attract potential new or repeat customers.

The full list of speakers is available here.