Track 6 - Sense & Respond: Tracking, Targeting, Attribution, ROI

The Impact of Digital Transformation on the Customer Journey

Tuesday October 10th • 10:45 am - 11:45 am Sponsored By
Disruption (and opportunity) is everywhere. It’s not limited to consumers who can order an Uber from the touch of a phone or can use Amazon’s Alexa to play music, make purchases, control smart home devices, etc. It has also affected the way B2C and B2B brands alike operate internally and how they interact with their customers. The lead cause of disruption is digital transformation, which is attributed to the proliferation of social media and mobile devices, sensor data, internet access in developed and developing economies alike, machine learning, data visualizations, and an increased ROI through digital applications.

To lead through innovation, brands must take a customer-centric approach to marketing that maximizes the customer experience across their journey -- from awareness through advocacy. Key learnings in this session will include:
  • Trends in digital transformation
  • How to define and optimize the customer journey
  • Key learnings in leveraging digital technologies across the customer journey
  • Case studies from SAP, Square, and Synchrony


PLUS: Spotlight on Adobe - Experience-Driven Business Transformation

Attendees of this session will also hear opening remarks from Adobe, the presenting sponsor of &THEN’s Attribution track, regarding experience-driven business transformation. The influx of data, proliferation of devices and sky-rocketing customer expectations are forcing enterprises to rethink their customer experience. Brands must create a personalized, compelling marketing experience. Yet many enterprises face inefficiency, opacity and poor marketing results. This is because the tools they use are disjointed, difficult to use, lack key capabilities and provide a fragmented view of their customers and other campaigns. Join Bruce Swann of Adobe, the presenting sponsor of &THEN’s Attribution track, as he discusses how marketers can create, personalize and deliver digital marketing campaigns and experiences.

Speaker: Bruce Swann, Senior Product Marketing Manager, Adobe

Who should attend? Data scientists, analysts, quants, media planners and other marketers tasked with understanding and implementing campaign attribution and reporting solutions.