About Qassem

Qassem (aka Q) is a self-proclaimed data enthusiast and true hybrid of advertising and science, beginning his career in medical laboratories researching targeting cancer treatments before venturing into targeting consumers.

Q has maintains strong relationships with major technology providers and clients alike, leading RFPs selecting the right technology, all the way through to designing strategies and successfully implementing them within businesses in order to drive measurable ROI.

He worked across leading brands in Seattle prior to making his way to New Zealand to join FCB. in 2016. Since moving to New Zealand, Q has worked tirelessly to bridge the gap between traditional advertising and data, empowering FCB’s capabilities and building a specialist team along the way whose core purpose is helping clients realize the true potential of data & technology.

Hato Hone St John has been saving lives for over 130 years in communities across the motu, but as one of Aotearoa New Zealand's largest not-for-profits (and most trusted brands), its ability to respond to its customers’ changing digital behaviours and expectations hasn’t kept up with the organisation’s critical, life-saving work, sparking a transformation programme unlike anything the organisation has tackled before.

In this session hear about Hato Hone’s St John’s experiences on their transformation journey, and how they’re changing a complex organisation’s way of thinking about – and engaging with – their customers, donors, patients, and people.

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About Adi

Adi has worked in digital marketing and ecommerce-related roles for twenty years, across banking, retail, government and the not-for-profit sector. 

Adi's core role at Hato Hone St John is focused on digital marketing and customer experience, driving online engagement, acquisition and revenue for one of New Zealand's most trusted brands. 

Adi is also a business owner of Hato Hone St John's digital transformation programme, seeking to improve how they engage with their donors, customers, patients and people in an increasingly challenging digital environment.

With the increasing importance of first-party data, customer data and data quality was a hot topic at the 2022 Smarter Data Meets CX conference. In this presentation, Sharon picks up on the discussion again with a look at downstream impacts of Dirty Data. And also importantly, things that can go spectacularly wrong even in your best efforts to fix it!  

•  What do we mean by dirty data, what causes it and how do I know if my data has issues?
• Customer outcomes, business impacts, opportunities, risks, costs – the business case for change (and assigning accountability).
• What are some options for dealing with dirty data, and what NOT to do in your efforts to clean it up. 

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About Sharon

Sharon's career has spanned Telecommunications, Energy and Financial Service Sectors, with a particular focus on Data and Insights, Marketing and Customer Experience.

Most recently, Sharon has led the evolution of ANZ Bank's Data Governance capability and culture in NZ to protect and support customers, staff and the organisation as the bank sets about executing on its future strategy. This has included the development of data management and governance disciplines, as well as approaches to privacy and ethics, that ensure high levels of consumer and regulator trust in readiness for an open data economy.

Co-presented with Paul Hickey

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If you think your organisation has been struggling with data silos, wait until you see this! 
 
Te Pūkenga is NZ’s newest and largest education provider, newly merged from 24 separate polytechnics and industry training organisations that have been competing with each other for decades. So how would a new central marketing function go about building a single customer view of prospective learners engaging across this vast but heavily siloed network? 24 different websites, all with their own structures and conversion paths, hundreds of different lead and enquiry touch points, thousands of study programmes, all classified differently, dozens of different technology platforms and technical teams, the list goes on. This is a first party customer data challenge on a truly daunting scale. 
 
So meet the team tackling these challenges via New Zealand’s biggest ever Customer Data Platform (CDP) implementation project. This presentation is an honest work-in-progress update at the half way point of their two year journey towards centralised marketing audiences, insights and use cases. Interested in CDPs? This story’s for you!

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About Lucy

I am a marketer based in Ōtepoti, New Zealand. I love helping brands develop their unique identity and create a go-to market strategy that converts. I enjoy driving digital strategies although my 15 years’ experience marketing has been managing brands across on-and-offline channels. However, digital is where I've naturally landed as I love the mix of creative and tech. And of course the epic results you can achieve!

Passionate or obsessed? However you describe me, I freaking love marketing. I'm constantly geeking out on marketing stuff - dissecting brands, mulling over messaging and celebrating epic micro-copy. And now you can add first-party data to the list! In my role with Te Pūkenga I’m out to make a difference in Aotearoa. I believe the approach we have taken to partner with Tealium will make this possible, through the personalised and relevant experience we’ll be able to offer our diverse audiences. 

Co-presented with Lucy Eru

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If you think your organisation has been struggling with data silos, wait until you see this! 
 
Te Pūkenga is NZ’s newest and largest education provider, newly merged from 24 separate polytechnics and industry training organisations that have been competing with each other for decades. So how would a new central marketing function go about building a single customer view of prospective learners engaging across this vast but heavily siloed network? 24 different websites, all with their own structures and conversion paths, hundreds of different lead and enquiry touch points, thousands of study programmes, all classified differently, dozens of different technology platforms and technical teams, the list goes on. This is a first party customer data challenge on a truly daunting scale. 
 
So meet the team tackling these challenges via New Zealand’s biggest ever Customer Data Platform (CDP) implementation project. This presentation is an honest work-in-progress update at the half way point of their two year journey towards centralised marketing audiences, insights and use cases. Interested in CDPs? This story’s for you!

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About Paul

Paul Hickey is widely considered as one of NZ’s leading database marketing strategists. Over time, Paul has picked up more than his fair share of awards – for Best Data Strategy, Best Loyalty Programme, Customer Insight and Data Driven Marketing with clients such as Education New Zealand and Cricket New Zealand. 

Co-presented with Sobia Mughal

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Trade Me faced the challenge of tracking B2B customer engagement using 1st party data in the wake of ongoing privacy changes. In response, they developed an internal data-driven customer behaviour segmentation technique utilising what they knew about their B2B customers to inform marketing decisions and start to predict behaviours.
Over a three-month test period (and zero budget!) they increased engagement by a third, proving the need to implement at an automated scale. Here they share their work, their lessons, some unexpected benefits – and a step-by-step downloadable framework that you can use to implement your own segmentation modelling with little to no resources! 

•   Having a go – using a test and learn approach to prove the value
• Pitching the idea to the exec team
• Layering purchase behaviour data with engagement data
• How we are using the model now to trigger product upsell campaigns
• What it’s done for the engagement with the sales team.

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About Jess

Jess is a senior marketer with a passion to deliver data-driven, customer-led campaigns that are impactful and showcase value. Currently the Lifecycle Marketing Manager at Trade Me in B2B Classifieds, she uses her expertise and knowledge to solve key customer problems and deliver strategies and campaigns that are working towards the goal of leading the way in lifecycle B2B marketing. Jess is self-taught in everything she does and prides herself on her ability to stretch outside of her role, often taking on the role of an analyst, solution engineer and customer researcher. 

Outside of her professional career, Jess has a passion for adventure and can be found doing the next crazy thing. She also has a certificate in Astrobiology and uses her scientific background to help in her day-to-day by looking at the data available to her to inform decisions.

Co-presented with Jess Scott

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Trade Me faced the challenge of tracking B2B customer engagement using 1st party data in the wake of ongoing privacy changes. In response, they developed an internal data-driven customer behaviour segmentation technique utilising what they knew about their B2B customers to inform marketing decisions and start to predict behaviours.
Over a three-month test period (and zero budget!) they increased engagement by a third, proving the need to implement at an automated scale. Here they share their work, their lessons, some unexpected benefits – and a step-by-step downloadable framework that you can use to implement your own segmentation modelling with little to no resources! 

•   Having a go – using a test and learn approach to prove the value
• Pitching the idea to the exec team
• Layering purchase behaviour data with engagement data
• How we are using the model now to trigger product upsell campaigns
• What it’s done for the engagement with the sales team.

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About Sobia

Sobia is a senior marketing professional experienced in the technology, education, and services industries. She's had both B2C and B2B Marketing experience but currently, her role focuses purely on B2B as a Marketing Manager at Trade Me. For over 9 years, Sobia has been managing advertising campaigns (digital), go-to-market projects, new product launches, market research, and working with key stakeholders to provide solutions from a marketing point of view.

Alongside her professional career, she's also active in the marketing academia. She's presented two research conference papers in Portugal and Germany. One of which she won the Best Paper Award at a Macromarketing Conference. What gets Sobia up every day is having a meaningful and purposeful life. And to her, that starts and ends with people whether it's volunteering giving back to the community, or simply helping a friend out.

Mitre 10’s brand is “With You All the Way” – but to deliver on this promise, a significant evolution was required to establish the right capabilities and partners. With a massive infrastructure overhaul happening in the background the eCommerce team had to drive their own destiny. In a period of just 6 months, they implemented multiple new platforms, trained teams, and onboarded partners.

Lewis joins us to share their story and how it has resulted in their capabilities leapfrogging normal maturity curves. 

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About Lewis 

Lewis is a member of the eCommerce team at Mitre 10 and dislikes writing Bio’s, so he outsourced this job to ChatGPT (aren’t we all doing that now?). Meet Lewis, a member of the eCommerce team at Mitre 10. Fuelled by his insatiable curiosity, he fearlessly shakes things up and drives business transformation through innovative thinking and a fresh perspective. He is a passionate disrupter that is constantly pushing the boundaries and challenging the status quo to drive the eCommerce business forward.

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