June 8 2017
The Langelinie Pavillon
Langelinie 10 DK-2100 Copenhagen
The Analytical Marketer
– How to Transform Your Marketing Organisation
Analytics are driving big changes, not only in what marketing departments do but in how they are organized, staffed, led, and run. Leaders are grappling with issues that range from building an analytically driven marketing organization and determining the kinds of structure and talent that are needed, to leading interactions with IT, finance, and sales and creating a unified view of the customer. The Analytical Marketer provides critical insight into the changing marketing organization—digital, agile, and analytical—and the tools for reinventing it.
Analytics are driving big changes, not only in what marketing departments do but in how they are organized, staffed, led, and run. Leaders are grappling with issues that range from building an analytically driven marketing organization and determining the kinds of structure and talent that are needed, to leading interactions with IT, finance, and sales and creating a unified view of the customer. The Analytical Marketer provides critical insight into the changing marketing organization—digital, agile, and analytical—and the tools for reinventing it.
Program
8:00 - 8:30
Registration and breakfast
8:30 - 8:45
Introductions
8:45 - 9:30
Adele Sweetwood, SAS Institute: The Analytical Marketer
How to transform your marketing organisation
9:30 - 10:15
Workshop + break
10:15 - 10:50
Adele Sweetwood, SAS Institute: The Analytical Marketer
How to transform your marketing organisation
10:50 - 11:30
Case study: Danske Bank
Marketing must transform to new reality
by CMO of the year Jeanette Fangel Løgstrup and Head of Sales Development & Analytics Bjørn Büchmann-Slorup, Danske Bank
In the quest to fulfil its customer promise, to help people achieve their ambitions by making daily banking and important financial decisions easy, Danske Bank has intensified its focus on advanced customer insights and the capability to act on this knowledge. Group Marketing is in the middle of this journey, led by Director of Group Marketing & Communications, Jeanette Fangel Løgstrup. Since she started in 2014 she has helped gear the marketing department in Danske Bank embrace a new reality in which conceptual creativity and long-term campaigns take a backseat to real-time marketing tactics based on customer interactions.
In January 2017, she received the Danish CMO of The Year Award for her efforts and skills across the marketing and leadership disciplines necessary to steer a modern, customer-focused brand. As part of the process working with customer insights Bjørn Büchmann-Slorup, Head of Sales Development and Analytics at Danske Bank was hired. Bjørn has lead the implementation of an advanced analytics strategy and created a close-knit team of data scientists who are helping business managers across Danske Bank solve business challenges via advanced data analytics.
by CMO of the year Jeanette Fangel Løgstrup and Head of Sales Development & Analytics Bjørn Büchmann-Slorup, Danske Bank
In the quest to fulfil its customer promise, to help people achieve their ambitions by making daily banking and important financial decisions easy, Danske Bank has intensified its focus on advanced customer insights and the capability to act on this knowledge. Group Marketing is in the middle of this journey, led by Director of Group Marketing & Communications, Jeanette Fangel Løgstrup. Since she started in 2014 she has helped gear the marketing department in Danske Bank embrace a new reality in which conceptual creativity and long-term campaigns take a backseat to real-time marketing tactics based on customer interactions.
In January 2017, she received the Danish CMO of The Year Award for her efforts and skills across the marketing and leadership disciplines necessary to steer a modern, customer-focused brand. As part of the process working with customer insights Bjørn Büchmann-Slorup, Head of Sales Development and Analytics at Danske Bank was hired. Bjørn has lead the implementation of an advanced analytics strategy and created a close-knit team of data scientists who are helping business managers across Danske Bank solve business challenges via advanced data analytics.
11:30 - 12:00
To-stay/To-go Lunch
Registration date has been ended, please contact event organizer.