In many scenarios where marketing campaigns are run across multiple channels and selective markets/audiences, established techniques for measuring incremental benefits such as randomised control trials are not feasible. So how can we inform decision makers on the performance of their marketing campaigns? I'll walk through how BBC Studios have used Synthetic Control groups across geographic holdout regions to measure the outcomes of our marketing campaigns across the world, how they work, how we have implemented them and best practices to apply in your businesses.

Accor, a world-leading hospitality group offering experiences across more than 110 countries in 5,500 properties, 10,000 food & beverage venues, wellness facilities or flexible workspaces, relies on its more than 45 hotel brands from luxury to economy and its most awarded traveler loyalty program to connect deeply with customers and increase their lifetime value. With a rich store of data centralized in Snowflake, the team set out to enable their marketing and business teams with a platform that would allow them to autonomously deliver hyper-personalized experiences and campaigns.

Join the session to learn about Accor’s CDP journey and how Hightouch, as their Composable CDP, helps them drive customer engagement, loyalty, and revenue.

Exploring the practical applications of generative AI in driving data-driven decision-making within our organisations. From simplifying marketing optimisation decisions to decentralising insights, this talk showcases how businesses leverage generative AI to innovate and adapt in today's dynamic landscape. So, join us to discover how this cutting-edge technology is revolutionising decision-making, driving growth, and providing a competitive edge in our business.

"Are you ready to revolutionize how you handle data? Join us to discover how the Workspace

Group, a leading provider of flexible office spaces in London, transformed their data processes to create and enhance marketing materials more efficiently and cost effectively. As Workspace Group’s portfolio has expanded, they faced growing challenges in managing their property and unit information accurately and timely. To address these challenges, they have used FME to support data integration, automation, digitisation and standardisation. Recently, the combined power of FME and Generative AI have helped to transform the way digital assets are attributed and marketing materials are created. Learn how they have automated manual tasks to improve efficiency, freeing up time for their team to focus on more important projects. Join us to learn how FME can transform your data processes, connect diverse sources, and automate workflows. Don’t miss this chance to see how your organisation can achieve similar success and optimise your data workflows with AI and FME.

Leveraging customer data is essential for improving customer experiences and creating competitive advantage. However, many organizations struggle with fragmented data infrastructure, limited flexibility, and high costs associated with traditional customer data platforms (CDPs).

In this fireside chat, Steven Collings, Data Platform Engineering Lead at Zoopla, and Eric Omwega, Chief Operating Officer at RudderStack, will discuss how Zoopla tackled these challenges by adopting a warehouse-native approach to customer data with RudderStack.

Steven will share insights into Zoopla's journey, including:

• The challenges that prompted Zoopla's switch from Segment to RudderStack
• How RudderStack enabled Zoopla to regain control over their data while leveraging existing infrastructure investments
• The importance of flexibility and control in a customer data platform
• Zoopla's innovative use cases for customer data, including website personalization, email marketing, and advertising
• Future plans for advanced data applications, including building an identity graph, anonymous user personalization, and AI-driven recommendations

Join us as John Readman, Founder & Product owner of ASK BOSCO®, unveils how their cutting-edge AI Marketing Platform is revolutionising the industry with ThoughtSpot’s powerful TSE solution. From overcoming frustrating limitations with previous platforms to embracing AI for explosive growth, John will share their exciting journey and vision. Don’t miss this chance to see how ASK BOSCO® is setting new standards and why ThoughtSpot is their game-changer. Be part of this transformative session and witness the future of analytics in action! John will be joined by Cindi Howson Chief Data Strategy Officer at ThoughtSpot and Host of award winning The Data Chief podcast.

This session will explore why everyone is always banging on about the importance of 1st party data by continuing to bang on about the importance of 1st party data. Join us to learn how you can harness the full potential of your 1st party data by bringing all your customer data together in one unified view with a Customer Data Platform. Gain insights on how to enhance the value of your marketing efforts and drive superior business outcomes. Discover the surprising amount of readily available data about individual customers and how to identify, isolate, and protect your 1st party data. Don’t miss this opportunity to unlock the power of your 1st party data with CDPs and safeguard your company's largest competitive advantage.

Hear how JCDecaux, the market leader in out-of-home advertising, utilize advanced analytics to drive brand growth and maximize marketing ROI for clients.

You’ll learn how JCDecaux:

• Drive sales uplift: Use Alteryx to analyse data from Nielsen to drive +18% sales uplift for advertisers near Tesco and Waitrose stores, with an 80% reduction in analysis time.

• Boost ROI: Enhance marketing mix modelling accuracy, resulting in +42% ROI for out of home campaigns

• Leverage AI tools: To identify patterns in marketing results data, optimize results in real time and make more strategic budget decisions.

• Increase brand awareness: Use data to measure the impact of out of home advertising across different geographies, resulting in +19% brand awareness uplift

How do GDPR and the EU AI Act impact creative data use? The author of 'How to Use Customer Data' and Acxiom’s European Privacy Officer shares her insight into best data governance practices for building great customer relationships using a CDP to create an effective data-driven business.

The topics will include:

Embracing the 'personalization paradox' and its benefits for marketing data scientists.

Devising GDPR-powered data use strategies to empower both customers and brands along the way.

Tips for data scientists to kick start with AI governance

According to a recent EY survey, 53% of Retail & CPG executives rank changing consumer preferences as a top pressure, even above profitability and margin concerns. Customer Data Platforms (CDPs) are vital in this scenario, enabling brands to understand, predict customer needs and offer hyper personalized experiences. Despite the recent surge in CDP investments, many marketers still grapple with achieving meaningful ROI. In this session, we will demonstrate through live examples how to extract actionable insights from your CDP, prioritize efforts, and drive actions to boost your marketing ROI.