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INTERACTIVE ROUNDTABLE DISCUSSION: BUILDING A CUSTOMER-FIRST APPROACH

Analysing Customer preferences, channels, and data to enable a targeted and
personalized marketing

Date and Timings: Thursday, 2 September 2021 | 10:00 am to 12:30 pm GST
Venue: Palazzo Versace, Dubai, UAE

The sudden surge in new channels and varied operating models has dramatically changed the business environment in which marketers operate today. With the increase of newer modes & channels of marketing, there is a need to create a new unifying framework that will help in aligning strategies as per business requirements. Alongside this need for a framework, there are new requirements for marketing competencies and capabilities around domains of expertise like data and analytics, customer experience, content, multichannel, customer service, and personalization, which are neither properly understood nor being met.

About CMO TownHall

CMO TownHall aims to showcase the emerging marketing concepts that have evolved and how marketers now need to switch to the new Digital Era. The TownHall
brings the brightest minds in the Marketing domain and aims to build insights on the need to reach out to new markets and channels and bring thought leadership perspective
on evolving business opportunities.

WHO SHOULD ATTEND?

Chiefs/VPs/Directors/Heads/Managers from the Middle East Retail, eCommerce, Telecommunications and more taking care of:

  • Marketing
  • Digital Transformation
  • Customer Experience (CX)
  • IT and Data

AGENDA AND TIMINGS

10:20am Welcome note and opening remarks from CleverTap and MS Events
10:30am

CMO Agenda: Growth Vaccine for 2021

The world has seen a systemic shift in consumer behavior shifting increasingly to digital in the last year or so. As demand grows the strategy is evolving from a plain vanilla digital acquisition to a more nuanced acquisition balanced on user cohorts that stay and grow with the platforms. In this session Industry stalwarts will be sharing ideas that cut across acquisition to engagement and from engagement to retention and growth. Drivers that control the revenue growth and profitability for D2C businesses.

Questions:

  • What are the top growth channels for 2021 based on your observation in the first 6 months?
  • What are the changes that you are observing in your business as the most dominant change in a user acquisition strategy that is different from last year?
  • How do you enrich the Customer experience and cut through the data silos to provide a seamless experience to the end customer
  • How are you looking to balance marketing focus and budgets between user engagement and improving customer lifetime value?
11:15am

CMO Thought Leadership Discussion: Decoding the New Rules of Marketing engagement for brands & retailers

In today’s world, with the environment being fluid, customer behavior and patterns have changed immensely. The time period of the term ‘Lifetime Value’ has become quite fluid. As a matter of fact, Customer Lifetime Value (CLV) is among the least appreciated marketing metrics. This, however, will become the most sought-after and relevant matrix today as by measuring the ability of marketing campaigns to drive customer loyalty companies will be able to maximize their revenues. In the current landscape, the standard norm is – modify your business interactions from low-touch and no-touch. Thus, the mobile approach has taken the prime position among all marketing channels. Accordingly, it makes sense to have an effective mobile marketing strategy that not only ensures a high level of engagement but also ensures maximum user retention.

Questions:

  • How would you summarize the importance of Customer Lifetime Value in the current business landscape?
  • What are the key factors that could help enhance Customer Lifetime Value?
  • How would you explain the link between customer retention and Customer Lifetime Value?
  • Why has mobile marketing become critical in terms of enhancing customer retention?
  • What are the key factors influencing mobile user retention?
  • What are some of the best practices for mobile user onboarding
12:30pm Closing remarks and networking lunch

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