Leverage data and technology to understand customers’ behaviour. Being able to measure customer experience with less friction and with better tools will be key to the future of managing customer experience

Endorsed as India's top 100 digital marketers by Adobe and India's top 100 progressive marketing leader by Oracle and PaulWriter, Mr. Avadhoot Patwardhan with nearly 13+ years of experience is presently heading digital marketing & martech for Mindtree. He is focused on enhancing Mindtree’s brand awareness & lead generation through developing strong digital ecosystem. Before joining Mindtree, he was with IBM, where he was product marketing manager for several analytics and big data products. He was part of core team that successfully launched IBM’ Hadoop, Data Science Experience and Machine Learning offers to the market. He has recruited channel partners and managed high value partner to drive marketing pipeline. Prior to IBM, Avadhoot drove Informatica India’s pipeline with field marketing activities.

On the personal side, he is a certified yoga instructor and Reiki practitioner. Further, Avadhoot brings his love and passion for agriculture. Being an avid reader, Avadhoot enjoys subjects related to psychology, astral projection and philosophy. Not the least, but Avadhoot is a serious movie buff - specially feeding on Netflix!

How do companies like Amazon, Netflix, Disney continue to raise the bar for customer-centricity? Steve Jobs is believed to have said, “Get closer than ever to your customers. So close that you tell them what they need well before they realize it themselves.” It seems like a tall order, but the good news is that in this era of digital transformation, it has become easier than ever to get closer to your customers. Their digital footprint provides deep, timely and actionable insights into what they want and why, when and how do they want it. And this treasure trove of information can help marketers create tailored experiences that are informed by customers’ deepest desires. In this session, we will explore how technology and data can help you create the best experience for your customers.

I am a strategic marketing leader with 20 years of experience in defining brand and marketing strategy, driving demand generation campaigns, creating compelling customer experiences and leading high performance marketing teams. My interest in studying human behaviour is what led me to marketing, and the challenge of using this understanding to create truly customer-centric experiences is what keeps me engaged. I am a passionate advocate for design thinking as a means for driving greater client-centricity.I work with IBM, leading a global product and content marketing team and I have an MBA in marketing from IIM Kozhikode.

We are going to broadly cover the following topics:

Importance of programmatic - A transparent approach about the possibilities and challenges of programmatic marketing.

The critical tool-set to be successful in programmatic - A discussion about DMP, CDP, DSP etc. - Technical - how does the real time bidding work. why real-time-bidding is not same as programmatic

Practical guide: Typical pitfalls and how to avoid those

Arun is an accomplished digital and social media marketing leader with 16 years of diverse experience in advertising, media, consumer research and brand marketing. He is an expert in programmatic technologies. His experience blends roles of client partner, digital strategist, market researcher and organization leader.

Arun is currently leading the digital marketing expertise under Genpact Analytics, helping clients build and manage a scalable, transparent, digital media buying and measurement model.

Earlier in career, Arun worked in the agency world and led the strategy and execution of digital advertising campaigns across programmatic display, paid search, social media, native advertising and other channels for clients in consumer goods, pharma, healthcare, finance, education, e-commerce, entertainment and other industries.

Social media becomes a powerful tool for enterprises when social data is correlated with enterprise data. This can be used for product launches, brand extension etc. Influencers can play a significant role in extending the brand recall and brand reach. There are many uses cases on these areas and I would like to present on the same.

A recent Forrester study showed that "CX leaders grow revenue faster than CX laggards." Nevertheless, most companies are still struggling to improve customer experience and measure it in a meaningful way.
Even CX leaders are finding it difficult to make the quantitative link between customer behaviour and business outcomes, so they can move beyond relying on gut feel and qualitative data to prioritize decisions.
Leaders are familiar with metrics like NPS & CSAT etc. However, how and when you calculate these metrics, as well as how they influence your actions can have a big impact

Why organic is important and how to get the balance right

Xavier PRabhu, Founder & Managing Director, PRHUB: Over 25 years’ of experience spanning advertising, journalism and PR. Has worn the hats of entrepreneur, visiting faculty, consultant, freelance journalist, magazine editor, board member and advisor, among others, in this period. Someone whom clients rely on for counsel and strategic advice. Among India’s most visible PR entrepreneurs who speaks extensively on variety of topics including branding, PR, entrepreneurship & communication both within India and beyond (12 countries). Is a TEDx speaker and does one speaking engagement a month on an average for years now. Has spoken in hundreds of campuses across India engaging over 1 lakh students from across streams. Trained to lead global standard crisis communication and media training by 2 of the largest PR firms globally. Drives the overall organizational strategy, global partnerships, Mumbai & Delhi markets besides the finance function. Incubating a start-up on personal branding right now. Dreams of turning an author someday soon and also doing a Phd.

Experience has the power to transform your business, by the year 2020, customer experience will overtake price and product as the keynbrand differentiator. A good customer experience means your customers spend more.In the Era of Experience, how to you deliver a superior customer experience? There are 3 key tenants of customer experience:
Purpose: Situational Context, Immersive & Composable
Instant: Gratification, Resolution & Decisioning
Boundaryless: Channel ecosystem & Value stream integration
Even though we may concentrate on purchasing decisions, social media patterns, predictive analysis or content being the future of marketing, if we really think about it, all the elements are only important if they help us enhance customer’s experiences with our brand and channelize our resources around delight.
The session will answer and cover few of the below key aspects:
• Do you truly know what a differentiating experience means?
• How do we make experience more relevant and what will be the future of marketing?
• If so, are you ready as an organization to deliver this at scale?

An accomplished Business leader with over 20+ years of IT consulting experience. Experienced in various dimensions of strategy, technology, sales, delivery, competency, products & platforms. Drives sales aggressively though value-based selling and as a trusted advisor to the client. Experienced in “Digital” business, helping customers transform their business and win in the Digital world by developing digital products and services leveraging technology disruptions of Digital Marketing, Commerce, Mobility, Data & Insights. He is passionate about technology, works closely with customers, advisors, analysts, partners in driving transformation, and business outcomes for customers.