April 6
Marketing Strategy
Prepare your organisation for the new rules of marketing. Understand the revolutionary forces at work and how to learn and innovate faster than the rapidly changing world around you. You will need to master big data and automation to achieve the degree of personalisation demanded by customers. Topics include building a digital marketing plan, content plan and activity plan. You will use three different models in workshops, getting practical experience so you can create your own marketing plans
The Technology Revolution and the Changing Rules of Marketing
09:00 - 09:30
- Anders Nygren, KliKKi
We'll kick-off the program with a look at the widening gap between the rate of change of technology and our organisational ability to keep up. We'll also look at the impact on marketing so we can get clear about what we are trying to achieve before digging into how we will get there.
Transformation Strategy
09:30 - 10:30
- Sven Törnkvist, EQT Holdings
Establishing marketing innovation processes in order to ensure that EQT companies are equipped to handle the changing rules of marketing on an ongoing basis.
The Customer Journey
10:45 - 11:45
- Felix Rosenbusch, KliKKi
The technology revolution has provided us with the data and technology to believe that the holy grail of 'marketing to an audience of one' might just be possible. In this session we'll take a look at just how close we are getting and what we should be doing right now in order to be better at delivering the right message to the right person at the right time as the customer moves within the See, Think, Do and Care stages of the customer journey.
How to Learn & Innovate Faster Than the Rapidly Changing World Around You
13:00 - 14:00
- Johan Eriksson, Google
In this exciting session by Johan Eriksson you will learn:
- A concrete model for lifelong learning
- A concrete customer - centric model for marketing innovation
- The role of leadership and innovation (with a special look at AI) within digital transformation
Customer Life Cycle
14:00 - 14:30
- Anne Årneby, Nordic Morning
It costs five times as much to attract a new customer than to keep an existing one. It’s a well-established fact than 44 % of companies have a greater focus on customer acquisition vs. 18 % that focus on retention. Seize the opportunity to learn the business aspects of customer life cycle strategy.
Coffee Break / Afternoon Snack
Marketing Planning in the Digital Era
15:00 - 16:00
- Karolina Sjödahl, KliKKi
In this session you'll learn how to develop synchronized digital, marketing and activity plans in an enironment that's always changing and developing.
April 7
Analytics & Insights
Fast-track your organisation towards becoming truly data-driven by baking insights into your daily routines and processes. Learn how you can improve your numbers and customer experience with digital analytics. Use your digital analytics insights to drive real business impact.
Data Driven Decisions
09:00 - 10:00
- Carl Franzon, KliKKi
One of the most common questions we get is "what KPIs should we look at?". In this session you'll learn about output and in-process KPIs and how to setup appropriate dashboards and reports to support better decision making by including the right metrics, data segments, and goals and other benchmarks.
Google Analytics Audit
10:45 - 11:15
- Carl Franzon, KliKKi
Learn how to secure that your measurement needs are being met by setting up Google Analytics in the right way and what quality assurance a governance processes you need to secure the data you're looking at is correct.
Optimize Your Website for Better ROI through Analytics
11:15 - 11:45
- Johan Jönsson, KliKKi
Get a crash course in the latest use of behavioural analysis techniques for conversion rate optimisation and content personalisation.
Attribution Modelling for Media Optimisation
13:00 - 13:30
- Carl Franzon, KliKKi
The purpose of marketing attribution is to quantify the influence each impression has on a consumer´s decision to make a purchase or convert. Move beyond understanding the various attribution models available in your analytics tools and gain confidence in how to use the data to make informed media optimisation decisions that offer an improved Return on Ad Spend. Fundamental to this is using more accurate approaches to evaluating customer lifetime value as more data becomes available to us.
Data Governance Matters, Find Out Why!
13:30 - 14:00
- Carl Franzon, KliKKi
Governance means the difference between having data and trusting that data in order to make smart decisions and improve your business. Learn how data governance can limit your costs and provides confidence in key decisions.
Coffee Break / Afternoon Snack
How to use Google Analytics 360 Suite to Increase the Output of Your Marketing Activities
15:00 - 16:00
- Johan Jönsson, KliKKi
Training in the Google 360 Suite of products including Data Studio, Google Analytics, Attribution, Optimize, Audience Center, and Tag Manager. Learn how this advanced technology platform can support your workflows and decision making while you strive for increased personalization and improved efficiency of your marketing.