Data, CRM & Insights

• Why Traditional Data Stacks Don’t Work for Modern Experiences

• From Lock-In to Lego : The Composable Stack

How We Made Data & AI Move Faster using lightweight, modular solutions

• CRM isn’t your Main Brain

Put your logic where it belongs and de-duplicate your data. How we solved one of our biggest data problems for less than 12k.

For all those commercial people seeking to cut through the noise, and those who truly want to make AI work in their business, join us for a quick tour of the most useful applications of AI in the commercial space.

• How AI is transforming customer data analysis for precise targeting and personalisation.
• The role of AI in supporting human decision-making for better customer insights.
• Balancing automation with the human touch to improve CRM effectiveness.
• Using AI insights to predict customer needs and optimise engagement.
• Future trends in human-AI collaboration and their impact on customer experience and loyalty

• Maintaining high-quality data for effective customer insights and marketing
• Strategies to improve data quality across CRM systems, from collection to analysis
• Best practices for monitoring accuracy, privacy, and compliance to ensure data readiness
• Using automation and AI to monitor and maintain data quality at scale

• Defining customer centricity and how to embed it into your strategy using data-driven insights.
• Using data to create personalised experiences that foster loyalty and accelerate business growth.
• Effective tactics for breaking down data silos and ensuring a unified customer view across departments.
• Applying AI and predictive analytics to transform insights into actionable, smarter engagement strategies.

• How to effectively analyse and leverage data to drive campaign performance and optimize ROI.
• Using advanced metrics and insights to refine customer segmentation and personalise marketing strategies.
• Navigating the challenges of data privacy and ethics to ensure responsible use while building trust with your audience.
• Harnessing real-time data to deliver timely, relevant content that resonates with customers and drives engagement.
• Turning insights into actionable strategies for continuous optimisation and improved campaign outcomes.

• Overcoming challenges of siloed data across marketing, sales, and customer service.
• Building integrated data platforms to consolidate customer information.
• Promoting cross-team collaboration for a seamless, data-driven approach.
• The impact of a unified customer view on decision-making and growth.
• Exploring tools like CDPs, cloud solutions, and AI for enhanced data integration.

In a world of constant change, the most successful brands don’t just react to market shifts—they anticipate them. This presentation moves beyond a backward-looking analysis to show CMOs and business leaders how to use AI search data as a predictive tool. By leveraging the same data that powers AI conversations, you can identify emerging market gaps, track trending questions, and get actionable recommendations to improve your business strategy and market position before your competitors do. This session will provide a framework for building a resilient, future-ready brand.

You Will Learn:

• • • How to use AI analytics to identify and track “emerging competitors” and anticipate their next move.
    • How to discover what users are asking AI about brands and categories to inform product development and content creation.
    • How to leverage AI-generated tips and opportunities to align your product positioning with real-world customer needs.
    • How to continuously monitor your AI strategy to adapt as search engines evolve.