Agenda – The MarTech Summit Hong Kong, 13 Oct

Agenda Subject to Change

08:15 - 09:00 | Arrival & Networking Breakfast

09:00 - 09:10

Chairperson Introduction & Overview

09:10 - 09:30

Keynote | [Marketing Mix Modelling] Modelling Your Brand’s Future: What’s in Today’s Marketing Mix Optimisation

– The continuous development of the Marketing Mix Model to reach full-funnel marketing and boost ROI
– How to maximise returns on your marketing expenditures by putting the most effective advertising and targeted campaigns across various channels

Brian Hui

Managing Director, Head of Customer Propositions & Marketing, WPB HK

09:30 - 09:50

Keynote | [Cookieless] Get Prepared! When MarTech Collides with Customer Privacy in the Cookieless World

– The change in the digital tracking landscape: what it means for marketers, what’s the impact on data & attribution
– Where is the value in the measurement: what to measure, what are the approaches for measurement
– What are the success factors

Olivier Kuziner

Managing Director APAC

09:50 - 10:30

Panel | [Web 3.0 & Metaverse] Web 3.0, Metaverse and the Use of NFTs for Marketers, Brands and Customers

– Current stage of Web 3.0 and Metaverse as well as the use of NFTs in Marketing
– Use cases of implementing Metaverse and the use of NFTs

Patrick Lau

Deputy Executive Director

Frédéric Tardy

Group Chief Customer & Strategy Officer

Chris Fung

Chief Client & Marketing Officer

Edward Bell

General Manager Brand, Insights & Marketing Communications

10:30 - 11:00 | Coffee Break

11:00 - 11:30

Fireside Chat | [Full-Funnel Marketing ROI] Holistic Metrics & Tactics in Full-Funnel Marketing ROI

– Measuring KPI and success in full-funnel marketing
– Proven tactics and MarTech stacks to achieve target ROI

Kevin Tsang

Head of Marketing

11:30 - 11:50

Keynote | [Customer Experience] Champion your Customer Experience Strategies from a Single Customer View

– How to cater to an even more digital-first base of customers
– what works in a radically changed world — and what doesn’t for CX

Reserved

11:50 - 12:30

Panel | [Storytelling] Creating a Concise Brand Story: How to Tell a Great Story, to the Right Audience?

– The rules on brand storytelling
– Powerful stories through data analytics

Amy Yang

Director, Marketing Communications & Partnerships, Asia

Joanne Yue

Marketing & Communications Director – Regional

Carol Yeung

Vice President

12:30 - 14:00 | Lunch Break at The Sky Lounge Oyster & Wine Bar

Enjoy your buffet lunch and networking (as well as the view of Victoria Harbour) at the Sky Lounge Oyster & Wine Bar of Sheraton Hong Kong Hotel & Towers!

14:40 - 15:00

Keynote | [Virtual Platforms] Driving Audience Engagement In The Digital First Era

– How to foster audience interaction and engagement
– Best practices on how to increase your conversions
– How to build in opportunities to draw out buyer signals

Reserved

14:00 - 14:40

Panel | [Content Marketing] How to Leverage Multi-Types of Contents across Channels to Curate Customer Journeys

– Building up user habits in different platforms to connect your brand content to customers
– Added importance of personalised content across channels to engage customers

Philip Chau

Vice President, Head of Marketing

Mei Mei Wong

Global Brand & Product Transformation Director

Chris Leung

Director, Brand Management, Asia Pacific

Vincent Chow

Head of Marketing, Digital Products

15:05 - 15:25

Keynote | [Digital Fatigue] How to Recover Digital Fatigue Among Teams and Reconnect With Your Customers

– How to deal with Customers Fatigue and Disconnection
– How to get your teams digitally ready

14:00 - 15:20 | Executive Workshop

The Power of Customer Success – Building Loyalty and Affinity with your Customers

– How to make customer success strategies effective in order to go beyond traditional CRM and field service
– The ultimate relationship between effort of customer success and level of customer satisfaction

15:25 - 15:55 | Coffee Break

14:00 - 15:20 | Executive Workshop

The Power of Customer Success – Building Loyalty and Affinity with your Customers

– Building Loyalty and Affinity with your Customers
– Building Loyalty and Affinity with your Customers

15:55 - 16:35

Panel | [Customer Data & Insights] Using Social Data & Insights to Understand Customers’ Needs, Values and Motivation throughout their Journey

– How to utilise social data from customers wisely
– How data-driven analytics help curate customer journey

Abhishek Sharma

Group Big Data Transformation Lead

Rui Juan Zheng

Marketing Lead, Hong Kong

Freeman Chiu

Marketing Director, Asia Pacific

Daryl Choy

Chief Marketing Officer

16:35 - 16:50

Lightning Talk | [Marketing Ecosystem] How to Elevate Customer and Partner Values through Ecosystem Strategy

– For digital business, even for B2B2C and B2B businesses, customer centricity is integral to success – especially right offer at right time/place
– Ecosystems enabling open partnership and shared capabilities can realise evolving customer demands along with future-forward digital B2B2C model
– Monetisation of ecosystems takes strategic business model design, data & performance tracking, and on-going digital acceleration for business profits

15:50 - 16:50 | Executive Workshop

Preparing for a “Smart” Era – Aligning your Marketing Strategies to Deliver Hybrid Experience

– The essence of Smart Technologies in marketing strategies in order to strive success under a Smart City narrative
– Be “Smart” to overcome customer fatigue and go beyond the New Normal

Sophie Kim

Chief Marketing & Transformation Officer, Asia Pacific, Asia Executive Group

16:50 - 17:30

Panel | [Emerging Technologies] Articulating a Realistic Vision to Digital Marketing Transformation and Acceleration

– What lies in the future of MarTech?
– Future-Proof your MarTech stack

15:50 - 16:50 | Executive Workshop

Preparing for a “Smart” Era – Aligning your Marketing Strategies to Deliver Hybrid Experience

– Aligning your Marketing Strategies to Deliver Hybrid Experience
– Aligning your Marketing Strategies to Deliver Hybrid Experience

Edison Sam

Vice President & Head of Digital Distribution

Wilko Wielinga

Marketing Technology Lead, APME

17:30 - 17:35

Chairperson Closing Remarks

17:35 - 19:00 | Departure & Networking Drink

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