Customer Intelligence

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1 3-rd Conference Customer Intelligence From in-depth information to profitable business solutions! Moscow, 9-10 October 2014 Radisson Blu Belorusskaya ORGANISER:

2 3-rd Conference Customer Intelligence Oksana Matiyash Project Manager Today the companies are overwhelmed by the amount of data being generated by their numerous customers via computers, smartphones, and mobile phones. The volume of information may be used to strengthen businesses in their struggle for customers and create better personalized offers. For this reason we invite you to discover new solutions and gain practical experience that will result in better understanding of analytical wisdom. Participants Feedback:...I liked both the Forum s organization and the lectures which presented a good mix of global and local approaches, so it was clear what works and what doesn t. And the participants were very interesting, not only those on stage, but also the ones in the audience. I was able to socialize and exchange opinions with colleagues from different industries Andrey Oberemok, Head of Strategic Analysis and Customer Relations Management, CITIBANK What? How? Why? An annual meeting of practitioners and experts managing databases containing over 1.2 million customers, CRM, and customer analytics practical business cases interactive discussions latest trends and innovations in the field of customer analytics To discuss and develop leading strategies for the commercial use of customer data to increase business profitability Everything was well thought-out up to the last detail. I d like to mention that the range of participating companies was diverse, but of high quality, and the speakers were of advanced level. Galina Danilevich, LOEWE Marketing Manager, LVMH P&C RUSSIA Agenda: Enrichment of the customer database via offline and online channels Collecting of customer data main errors and difficulties Emotional analytics in CRM Consumer analytics in an FMCG company Marketing and sales on the basis of multichannel behavioural customer data The opportunity for informal communication was competently organized. The format of lectures is perfectly matched to cover the topic from different points of view. I wish you continuous success and no less interesting projects. Oleg Klyanchin, Head of the Partnership Program Development, MEGAFON Methods to measure effectiveness of social media marketing

3 AGENDA: DAY 1 9 October, Thursday AGENDA: DAY 2 10 October, Friday Moderator: Andrey Oberemok Head of Strategic Analysis and Customer Relations Management, CITIBANK Moderator: Andrey Oberemok Head of Strategic Analysis and Customer Relations Management, CITIBANK 9:30 and morning coffee 10:00 Opening of the Forum PLENARY SESSION: III INTELLIGENCE IN BUSINESS RUSSIA 10:15 Managing effectively customer intelligence as a key to boost sales Costin Mandrea, Route to Market Director, COCA-COLA HELLENIC RUSSIA The art of gathering the right information: valid sources to use, techniques to distinguish good information from noise Use the collected intelligence to build value adding plans. Sell them to customers in order to get them engaged Learning as you go: monitor the implementation, fine tune and go for more! 10:45 Interactive discussion with the speaker 10:55 WAITING FOR THE CONFIRMATION OF THE FORUM S PARTNER 11:25 Coffee break and start of parallel conferences: and III Sales Performance GATHERING CUSTOMER DATA VIA OFFLINE AND ONLINE CHANNELS: MAIN PROBLEMS AND PRACTICES 11:45 Proven methods of enriching the customer base Ivan Lobanov, Director of Customer Base Management, L OCCITANE RUS What kind of customer data needs to be gathered and what to ignore How to motivate customers to share their actual information about themselves Customer information ownership cost 12:15 Interactive discussion with the speaker 12:25 Basic errors and challenges in the process of gathering customer data from different channels Alexander Moskvin, Head of Data Quality and CRM, PROMSVYAZBANK How the experience related to MDM introduction can help identify main challenges in the process of gathering customer data How to minimize desynchronization and avoid errors Error detected: how to use this experience for optimisation of the analysis process 12:55 Interactive discussion with the speaker 13:05 Lunch HOW TO UNLEASH THE POTENTIAL OF CUSTOMER DATA: VARIOUS APPROACHES AND SOLUTIONS 14:05 Visual analysis of customer data tasks, problems, solutions Oleg Amurskiy, Head of the BI Centre, VTB24 Main tasks of customer data visual analysis and solutions Immediate processing of large quantities of data or the advantage of speed Basic results and further plans for visual analytics development 14:35 Interactive discussion with the speaker 14:45 Behavioural segmentation as a basis for increasing financial results Natalya Sokolovich, Member of the Board, Operating Activity and Information Technologies, ORANTA Specifics of selecting the initial conditions for customer data analysis Dynamic vs. static analysis, choosing the analysis period 15:15 Interactive discussion with the speaker 15:25 Coffee break and splitting into topic roundtables TOPIC ROUNDTABLES - interactive groups, the purpose of which is to foster live discussion among the participants on the topic suggested by the moderator. Each participant chooses a roundtable to join. A single delegate may choose to participate in only one topic roundtable. Participation in topic roundtables provides for dynamic sharing of experiences and ideas by all participants. 15:45 1. Cloud data management: most effective tools and ROI 2. Integration of emotional analytics in CRM Maxim Mozgovoy, Director of CRM, PROMSVYAZBANK 3. Instruments for managing customer data obtained from social media 4. How the data obtained from the operator changes approaches to solving traditional problems in business Sergey Marin, Head of Project Portfolio, VIMPELCOM 16:45 Evening reception - An excellent opportunity to share experience with experts in unofficial environment 18:30 End of Day 1 of the Forum 9:30 and morning coffee PLENARY SESSION: III INTELLIGENCE IN BUSINESS RUSSIA 10:00 Shopper Centricity as a Key to Increased Sales in a Multi-Channel World Simon Small, Global Marketing Manager, NESTLE Putting the shopper at the heart of your channel strategy to win more sales One size does not fit all channels: portfolio and category activation needs to be tailored Shopper-focused activation and collaboration to ensure sustainable channel and customer growth 10:30 Interactive discussion with the speaker 10:40 WAITING FOR THE CONFIRMATION OF THE FORUM S PARTNER 11:10 Coffee break and start of parallel conferences: and III Sales Performance FROM ANALYSIS TO STRATEGY: HOW TO LISTEN TO THE CUSTOMERS 11:30 Consumer analytics experience in an FMCG company: from extensive data to extensive insights Anton Kleymenov, Head of Insights, RECKITT BENCKISER Integration of existing data and analytics outsourcing Extensive insight only the beginning How to convert a company of sceptics into a company of enthusiasts 12:00 Interactive discussion with the speaker 12:10 Methods of effective identification of customer needs. Transition from predicting activity to predicting needs Vladimir Maslik, Director of Targeted Marketing Department, LIFE FINANCIAL GROUP How the Data Mining application boosts the effectiveness of customer development Predicative models do not predict needs but active customers 12:40 Interactive discussion with the speaker 12:50 Lunch HOW TO IMPLEMENT RESULTS OF CUSTOMER ANALYTICS IN BUSINESS STRATEGY 13:50 Experiences of marketing campaign development on the basis of multichannel behavioural data Tatyana Gayday, Head of the Customer Relations Management, RENAISSANCE CREDIT Sources of behavioural information: not all channels are equally useful Consolidation of data from different channels: how to distinguish main data from second-rate data 14:20 Interactive discussion with the speaker 14:30 Which customer data influence sales maximization Roman Тelyshev, Head of Telemarketing and Cross-Sales Management, VTB INSURANCE What kind of additional information about the customer can be obtained and through which channels to get it Gathered information how to properly divide information in order to end up with additional earnings 15:00 Interactive discussion with the speaker 15:10 Coffee break HOW TO PROVIDE EFFICIENCY OF CRM AND ROI BUSINESS SOLUTIONS BASED ON DATA 15:30 Methods assess the effectiveness of advertising in social networks Alexander Kruglov, Head of Customer Service Department, VKONTAKTE Figures about VKontakte all marketers should know Methods to assess the effectiveness of VKONTAKTE s performance 15:40 Interactive discussion with the speaker 15:50 Approaches to assessing the economic effectiveness of targeted marketing Vladislav Tikhomirov, Head of the Department of Customer Relations Management, Research and Pricing, METRO CASH&CARRY RUSSIA What elements should be included in a business case for a targeted marketing project How to properly define the additional effect of influence 16:20 Interactive discussion with the speaker 16:30 Closing of the Forum and awarding certificates Complete agenda: /programme

4 Speakers: JOIN US TODAY! Register for the Conference online via the following website: Costin Mandrea Key Speaker Route to Market Director COCA-COLA HELLENIC RUSSIA Simon Small Key Speaker Global Marketing Manager NESTLE Maxim Mozgovoy Director of CRM PROMSVYAZBANK Please read the participation terms and conditions and take advantage of early registration on the most favourable terms. Early registration is available until 29 August Conference Cost for a Single Participant: by 29 August 2014: VAT - for 3 and more participants Roman Тelyshev Head of Telemarketing and Cross-Sales Management VTB INSURANCE Oleg Amurskiy Head of the BI Centre VTB24 Tatyana Gayday Head of the Customer Relations Management RENAISSANCE CREDIT Natalya Sokolovich Member of the Board, Operating Activity and IT ORANTA VAT - for 2 participants VAT - for 1 participant from 29 August to 19 September: VAT - for 1 participant Ivan Lobanov Director of Customer Base Management L OCCITANE RUS Alexander Moskvin Head of Data Quality and CRM PROMSVYAZBANK Anton Kleymenov Head of Insights RECKITT BENCKISER Vladimir Maslik Director of Targeted Marketing Department LIFE FINANCIAL GROUP after 19 September: VAT - for 1 participant For information on: Andrey Oberemok Head of Strategic Analysis and Customer Relations Management CITIBANK Sergey Marin Head of Project Portfolio VIMPELKOM Alexander Kruglov Head of Customer Service Department VKONTAKTE Vladislav Tikhomirov Head of the Department of Customer Relations Management METRO CASH&CARRY Forum registration details Partner packages details please, contact us! Anna Gapys Marketing and PR Manager More about the speakers: /speakers

5 III FORUM INTELLIGENCE IN BUSINESS RUSSIA two parallel Conferences: III SALES PERFORMANCE The Intelligence in Business Russia Forum is a two-day strategic meeting of top managers responsible for customer analytics, CRM, sales, and IT for companies creating the Russia s 2,000 Largest Companies List. It is them who dictate market strategy in business sectors such as finance, telecommunications, insurance, online retail, logistics, power industry, and FMCG. The event aims to: answer the question: in what way and how effectively customer data can be used to provide the highest profit for the company discuss new IT-solutions and tools to increase the efficiency of the two key company departments - analytics and sales assist in pursuit of new business partners and establishment of business relations Media Partners ПРАКТИКА CRM рассказываем, как заработать больше Official TV Partner Organiser

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