Realtime marketing Journey
Programma 6 september

9u00 - 9u45        

Onthaal & Registratie

9u45 - 10u00        

Welkom door BDMA

10u00 - 10u25          

The impact of Real-Time and Trigger-Based Marketing on privacy and cookie law, or was in the other way around?

Governments have a tendency to regulate everything, overregulate some might say.  These past few years, the online marketing industry has seen new rules for the use of cookies, a new privacy regulation, new rules on consumer protection in distance sales, etc.

In itself these new laws serve a noble cause, as they aim to better protect consumers. And hey, aren’t we all consumers in our time?

Only, the increasing speed of technological changes makes it very hard for law makers to keep up.  Many rules are outdated by the time they come into force, new technologies evolve faster than governments can keep track of and very often the industry is left with unclear laws that do not seem to fit day to day business and that require quite a lot of interpretation and creativity to avoid infringement.

During our first session of February 25th, Bart gave a first insight in the then brand new Privacy Regulation (General Data Protection Regulation).  Meanwhile, a few months have gone by and the exact extend of the new Regulation becomes clearer every day. 

Bart will bring a more detailed overview of the impact of the Regulation in general, and of its impact on real time / trigger based marketing and profiling in particular.

After this presentation, the audience will take home the basic and practical legal knowledge that allows them to quickly assess possible legal risks related to the use of personal data in real time and trigger based marketing and in online marketing in general. As well as a solid insight into the relevant aspects of upcoming changes in privacy law following the December 2015 EU Privacy Regulation.

Speaker: Bart Van den Brande - Sirius Legal

10u30 - 10u55        

ING Belgium, who are we?
Ilse and Benoit will present cases from ING.
There will be cases such as the Football #Ready4France campaign, the Ambassador app and the B2C Newsletter.
Through these cases you will get inspiration.

Speaker: Benoit Pirotte & Ilse Booten - ING Belgium

11u00 - 11u15       

Pauze

11u15 - 11.40

Find out what triggers your customer
Knowing what triggers your customers is an essential quality for the modern marketeer. Being consumer-centric means that brands have to be more dynamic and offer more specific and personalized experiences throughout the customer journey.

Speaker: Lode Lauwers - Bisnode

11u45 - 12u10

The forgotten mile!
Multichannel trigger based marketing… is most of the time talking about digital channels. There is a whole other side of the marketing playing field that is forgotten. How can paper or instore communication double or triple your return on marketing investment. Hans Smellinckx will not just talk about the facts and his vision, but also inspiring you with cases. 

Speaker: Hans Smellinckx - 
®Evolution 


12u15 - 13u15        

Lunch

13u20 - 13u45    

The Brave new world of Triggers

Triggers have been around for some time, they used to be called Magic/key Moments. The only difference in the world of today is that were as triggers in the past required specific (marketing) actions to be captured, today they seem to come from sensors, devices and a multitude of different sources. Combine this with technology to crunch data to find new triggers and technology to fire marketing messages on different channels in sync, and you have a marketing war machine that needs to be handled with care and precision.

Speaker: Tony Spelkens - 4C Consulting
  
13u50 - 14u15       

Smart cars, innovation, new business models. Towards smarter regulation?

Today, the automotive industry faces major challenges. Owning and possessing a car is gradually shifting to shared economy models, distribution channels and associated marketing patterns are undergoing a true revolution. The industry has definitely chosen the path to connectivity for a number of years during which the connected vehicle has moved from pilots and experiments to a mainstream commercial domain with many layers and interests. Connected technology has become a real driver to increase productivity with a strong societal dimension.

New V2X (Vehicle2X) communication models have emerged and the internet of things has a strong potential for our industry and for the infrastructure operators. Some call it disruptive, some others a mere evolutionary step. The European and national policy makers play a forward looking role in this innovation path. While vehicle manufacturers still face significant policy and technological uncertainties, future business models have to satisfy consumers and legal requirements as well as contribute sustainably to safety, mobility and environmental targets.Connected cars and smarter mobility equally give access to the Society 2.0 where other stakeholders in the connected­car­value chain are pleading their case in the big data environment.

Speaker: Joost Vantomme - ACEA

14u20 - 14u35

Pauze


14u35 - 15u00

The rise of advanced Real-time Trigger Based Marketing

Consumers, as they interact in all stages of their journey across multiple on & offline channels, create rich data histories. Analytics (segmentation, predictive modeling, simulation, forecasting, …) based on continuous data flows of interactions mixed with behavioral insights and external data sources will give a marketer the insights to understand, monitor and predict customer behavior. In this real-time marketing environment the rules of the marketing game are changing. In this session we focus on what you need to start: listen, understand and define triggers to drive conversion. And more important how to become best of class: be relevant, surprise, be kind, use data & insights to understand drivers of CX and blend markting arts with science.
What will you learn?
  • how to start real-time & trigger based marketing (roadmap + examples/cases)

  • how to become an expert (pittfalls, challenges, examples/cases)

  • checklist / roadmap => how to

  • inspiration

Speaker: Kris Vrancken - Stratics

15u05 - 15u30

Improving a patients quality of life... one touch at a time

We will address the challenges of the Pharmaceutical market and what makes it so different from other verticals. We will talk about how we use real-time messaging to improve adherence to treatment regiments. We will walk through our trigger based communications platform and how the tool assists in the personalized/tailored education of people living with chronic diseases and measurement of the impact in their quality of life and health outcomes.

Finally, we will touch on the future of pharmaceutical technology from wearables and in-home devices and from ingestible sensors to smart pills. You think social Media is evolving quickly… technology advancements in the Pharmaceutical market are about to take us from “The Dr. will see you now” to “The Dr. is SEEING you now.”

Speakers: Jeff Slough - Harte Hanks & Natalia Gallur - Harte Hanks

15u35 - 15u45

Wrap up 

15u45 - 17u15

Receptie