Enhance Don’t Replace! - Clare Gemmell, N3 Hub

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DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

As the MarTech space gets more and more crowded we often find we don’t use our existing tools to their full potential. We end up with products that don’t always live up to all the hype we were promised. Find out how to enhance the tools you already have without having to replace them. See how two of Australia’s biggest corporates utilised a Customer Data Platform (CDP) to access data that’s always seemed too far out of reach and supercharged the tools they already had.

Marketing

KEYNOTE
Clare Gemmell
GROUP ACCOUNT MANAGER
N3 HUB
Enhance Don’t
Replace!
SYDNEY, AUSTRALIA ~ MARCH 22 - 23, 2022
DIGIMARCONAUSTRALIA.COM | #DigiMarConAustralia

Enhance your tools
Clare Gemmell - Group Account Manager, n3 Hub
Amit Moorjani - Sales Manager, n3 Hub
In the crowded
MarTech space you
can supercharge
your existing tools

A little bit about us
Clare Gemmell - Group Account Manager, n3 Hub
Amit Moorjani - Sales Manager, n3 Hub

Customer Data Platform
Standardise &
Transform
Link identities
Aggregate &
index
Reformat
& Expose
CDP Institute
SOURCES PROCESSES APPLICATIONS

How can you
enhance
your existing
tools?
Case Study 1:
• 155-year history
• 55 retail stores
• Online store
• Loyalty program
• 15 million products

Case Study 1:
Dymocks
The challenge
• Visibility
• Personalisation
• Data accessibility
• 3rd party reliance
EXCEL
INTERNAL IT
MARKETING AUTOMATION
DATA LAKE
LOYALTY PROGRAM PLATFORM
3RD PARTIES
AGENCY

Case Study 1:
Dymocks Personal &
Demographic
On-site
Behavioural
Transactional
Engagement
Product
Preference
Social Media
Campaign
Automation
Intelligent
Decisioning
Analytics &
Attribution
Social
Multichannel
Data
Management
Email
SMS
Website
Other
Customers

Case Study 1:
Dymocks
The Result
• Single Customer View
• Better Loyalty Marketing
• Offline & Online connection (NPS)
• Realtime connection between
business units

Dymocks found the following
benefits of enhancing (not
replacing) their MarTech Stack
• Combine and consolidate customer data
• Created a richer picture of customers
• More in-house control and understanding
• Attribute in-store and online revenue to marketing

Case Study 2:
Financial Services Provider
• 25+ years
• Branches throughout Australia
• Online and App
• Home loan & insurance products
How can you
enhance
your existing
tools?

Case Study 2:
Financial
Services
Provider
The challenge
• No new tools
• Sharing between platforms
• Limited Paid Media targeting
• Death of the cookie
• Static Lead scoring

Case Study 2:
Financial Services Provider
Customer Data
Platform
Similar Audience targeting
Customer Match
Custom Audiences
Lookalike Audience
Targeted Display
Targeted Search
Targeted Advertising
Targeted Advertising
Targeted Post Boosting
Customer Data
Platform
Direct Mail Email

Case Study 2: Financial
Service Provider
The Result
• Paid Media targeting
• Single Customer View
• Sharing Segments between platforms
• Enhanced capabilities of existing tools
• Matching without cookies

Enhance Don’t Replace! - Clare Gemmell, N3 Hub

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In the dynamic realm of business, marketing and technology, where change is inevitable, the marketing landscape finds itself engulfed in the currents of the AI fear cycle. Fear of loss, apprehension about change, and the threat to established norms create a maelstrom of uncertainty, challenging organizations to navigate (yet another new terrain of transformation) these treacherous waters of transformation. In this session, Kristin Wozniak will get to the heart of this fear cycle, exploring its nuances, implications, and the path forward for marketing departments in the era of AI. Key Takeaways: •Understanding the Fear Cycle: By dissecting the psychological and emotional responses triggered by the advent of AI in marketing, attendees will gain a deeper understanding of the underlying fears that hinder organizational change. Recognizing the fear of loss, anxiety about expertise, and apprehension towards unfamiliarity as key drivers, marketers can better navigate the turbulence of change management. •Embracing Continuous Learning and Adaptation: As AI reshapes traditional roles and processes, the notion of expertise undergoes a fundamental shift. Attendees will learn the importance of fostering a culture of continuous learning and adaptive expertise, wherein executives and marketers embrace uncertainty and prioritize strategic questioning over claiming mastery. This shift in mindset enables organizations to stay agile and responsive in the face of evolving technological landscapes.•Challenging Norms and Fostering Innovation Through Courageous Inquiry: By daring to ask the right questions and challenging entrenched norms, marketers can pave the way for transformative change within their departments. Attendees will be encouraged to confront traditional paradigms, such as the necessity of certain roles like the CMO, the efficacy of RFPs, and the inefficiencies in billing practices. Through courageous inquiry and a willingness to embrace discomfort, organizations can unlock new possibilities, driving innovation and staying ahead of the curve in the marketing department of tomorrow.

Riding the Wave of AI Disruption - Navigating the AI Fear Cycle in Marketing ...

DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

In a world where storytelling happens behind screens instead of around campfires, it’s easy for today’s marketers to lose touch with the powerful way stories can resonate with audiences. Whether you’re tasked with writing to your peers, your partners, your investors, or your customers, this presentation will empower you to more clearly imagine the context of your key readers and produce content that will echo their emotions, speak their language, and leave a lasting impression. Join content marketer, keynote speaker, and best-selling author Ryan Brock for a practical training session, where you’ll learn: • How to utilize market research and tools to gain valuable insight into your most important audiences’ immediate context. • How to use emotional language effectively to build a genuine connection with your audiences in the moment they need you the most. • How to communicate key value propositions from the perspective of your target audience and stick with them long after they’ve stopped reading.

Campfire Stories - Matching Content to Audience Context - Ryan Brock

DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

This dynamic keynote by Susan Diaz, the visionary behind PeacefulAIMarketing.com is tailored for small marketing teams (1-10) keen to implement the transformative power of AI into their day to day marketing. Starting from leveraging artificial intelligence as a strategic co-pilot, Susan will guide attendees through creating a foundational level of AI literacy within teams, preparing them to navigate and harness AI's potential confidently. Discover the importance of optimizing workflows before picking tools for automation. Susan will walk through the innovative use case of the custom GPT for podcast pre-production in MyShowrunner.com. Additionally, learn how AI can collapse time, enhancing both work efficiency and personal productivity. This session promises actionable insights for marketing professionals ready to accelerate growth and achieve a 100x impact in their strategies and execution. Join us to transform your marketing team into a powerhouse of innovation and success. Key Takeaways: 1. Empowering Teams with AI Co-Pilot: Discover how integrating AI as a co-pilot in your marketing efforts not only enhances creativity and efficiency but also cultivates a foundational AI literacy among team members. 2. Optimizing Workflows Before Automation: Learn the critical step of mapping and understanding your workflows before jumping into automation. 3. Collapsing Time with AI: Explore the transformative potential of AI to collapse time, both in professional settings and personal efficiency. And then start thinking about how to use your saved time to solve big, hairy problems using your core skills.

The 100x Factor Growth with AI - Susan Diaz

DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

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DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

Leverage generative AI to further creativity and productivity in every marketing setting.Come learn how anyone — 🎨 graphic and 🖊️ copy consultants to CEOs — can Supercharge Creativity with Enterprise-Worthy Generative AI by designing AI systems to power their originality and 10x output. Key Takeaways: Learn new workflows and tools to leverage in marketing initiatives to be more creative — faster, better, and with further reach.Add meaningful video concepts to marketing initiatives and walk away with products and workflowsLearn the Man of the World Media Method for brand creation

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DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

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Making small changes to your website's text for A/B tests often disappoints. Moreover, catering to diverse audiences presents its own set of hurdles. With AI capabilities like GPTs, you can tackle this challenge head-on. However, GPTs come with a blank canvas - it's up to you to define their style. In this enlightening session, Brian Massey, Managing Partner at Conversion Sciences, will unveil the secrets to crafting precise, testable, and compelling copy that speaks directly to your site's diverse prospects. Learn how to put these strategies to the test on your homepage, landing pages, or eCommerce product pages for maximum impact.

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Instant digital issuance (IDI) creates a pre-activated digital version of a new or reissued card before physical card delivery. These digital cards, available for immediate use in a digital wallet for online shopping, are highly popular with consumers, especially younger, tech-savvy cardholders. The right customer communications for Instant Digital Issuance (IDI) can boost engagement and spend. Our card marketing experts have assembled an IDI overview with definitions and best practices for the critical first touch, including examples from Chase, SoFi, Venmo, Affirm, Bank of America and Chime.

Instant Digital Issuance: An Overview With Critical First Touch Best Practices

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Tucked away in the rare book collection of Yale University’s Beinecke Rare Book & Manuscript Library lies one of the most enigmatic and captivating artifacts known to historians and cryptographers—the Voynich Manuscript. This ancient book, dating back to the 15th century, has baffled scholars, linguists, and codebreakers for centuries with its indecipherable script and mysterious illustrations. The Voynich Manuscript is not merely a relic of the past; it is a riddle waiting to be solved, a portal into a world of unknown knowledge and secrets.

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Join Raquel Serrano, Senior Web Analyst & CRO at LYNX, as she uncovers the secrets hidden within GA4 reports like Funnel Exploration, Path Exploration, and User Explorer to uncover bottlenecks and opportunities in user journeys, particularly for non-e-commerce websites. Discover Where Users Encounter Hurdles: Learn how to leverage GA4 to pinpoint where users face challenges on your website, such as during sign-ups or form submissions. Gain insights to enhance these areas and streamline the user experience. Identify Optimal Paths: Utilize GA4 to analyze user pathways on your site, distinguishing effective routes from less successful ones. Enhance successful paths and optimize or eliminate ineffective ones for improved user engagement.

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In the annals of unsolved crimes, the Hinterkaifeck Murders stand as a haunting testament to the enigmatic and macabre. This chilling incident, which occurred in rural Germany in 1922, continues to captivate the imagination of investigators, historians, and true crime enthusiasts alike. The events that transpired at Hinterkaifeck, a remote farmstead located about 70 kilometers north of Munich, remain shrouded in mystery, with numerous unanswered questions lingering over the decades.

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Labour Day, observed on the first Monday of September in many countries, is a significant occasion that honors the contributions and achievements of workers. Also known as International Workers’ Day in some regions, this annual celebration serves as a tribute to the resilience, dedication, and accomplishments of the labor force. From its historical roots to its modern-day significance, Labour Day holds deep cultural and social importance that resonates worldwide.

Labour Day Celebrating Workers and Their Contributions.pptx

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In her talk, Natalia will introduce the absolute essentials of the International SEO Strategy, Process and Execution. Through the 5 essential International SEO tools we will also learn about the international SEO mindset, which is no less important than the toolset itself. From troubleshooting, data analysis, rank tracking and improvement implementation, we will cover the must-haves between the tools, that at the same time, don't break the bank. Without going too far away from Google, we will touch base on tools that are also relevant to Baidu and Yandex SEO tasks. Never done any International SEO before? Perfect! This talk will equip you with actionable steps to go and try the international SEO approach yourself, for the very first time! A seasoned SEO expert who has done International in the past? Make sure your tools and approaches are up to date. As with any SEO area, International SEO is never boring.

Five Essential Tools for International SEO - Natalia Witczyk - SearchNorwich 15

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In the annals of bizarre and unsettling mysteries, the “Circleville Letters” stand out as a chilling and enigmatic series of correspondences that have puzzled investigators and captured the public’s imagination for decades. Spanning several years and intertwined with tragedy, conspiracy, and unanswered questions, the story behind the Circleville Letters continues to intrigue and haunt those who delve into its perplexing details.

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Defining Marketing for the 21st Century,kotler

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SEO in a World of AI Presentation Description (150 words max): Author and Adjunct Professor Steve Wiideman presents a holistic masterclass on search engine optimization for the constantly changing search engine results. Learn how to prepare your website for generative AI, increase visibility in social search, and double-down on timeless SEO principles. Disciplines covered include technical SEO, content strategy and webpage optimization, off-page SEO, and optimizing for generative AI search. Key Takeaways: 1. Have a plan to prepare for search generative experience (SGE) 2. Discover techniques to be found in TikTok, Instagram, and YouTube for Gen Z and Gen Alpha 3. Get a foundation refresher for core SEO best practices in tech, content, and off-page SEO

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DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

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Enhance Don’t Replace! - Clare Gemmell, N3 Hub

1. KEYNOTE Clare Gemmell GROUP ACCOUNT MANAGER N3 HUB Enhance Don’t Replace! SYDNEY, AUSTRALIA ~ MARCH 22 - 23, 2022 DIGIMARCONAUSTRALIA.COM | #DigiMarConAustralia

2. Enhance your tools Clare Gemmell - Group Account Manager, n3 Hub Amit Moorjani - Sales Manager, n3 Hub In the crowded MarTech space you can supercharge your existing tools

3. A little bit about us Clare Gemmell - Group Account Manager, n3 Hub Amit Moorjani - Sales Manager, n3 Hub

5. Enhance your existing tools

6. Customer Data Platform Standardise & Transform Link identities Aggregate & index Reformat & Expose CDP Institute SOURCES PROCESSES APPLICATIONS

7. How can you enhance your existing tools? Case Study 1: • 155-year history • 55 retail stores • Online store • Loyalty program • 15 million products

8. Case Study 1: Dymocks The challenge • Visibility • Personalisation • Data accessibility • 3rd party reliance EXCEL INTERNAL IT MARKETING AUTOMATION DATA LAKE LOYALTY PROGRAM PLATFORM 3RD PARTIES AGENCY

9. Case Study 1: Dymocks Personal & Demographic On-site Behavioural Transactional Engagement Product Preference Social Media Campaign Automation Intelligent Decisioning Analytics & Attribution Social Multichannel Data Management Email SMS Website Other Customers

10. Case Study 1: Dymocks The Result • Single Customer View • Better Loyalty Marketing • Offline & Online connection (NPS) • Realtime connection between business units

11. Dymocks found the following benefits of enhancing (not replacing) their MarTech Stack • Combine and consolidate customer data • Created a richer picture of customers • More in-house control and understanding • Attribute in-store and online revenue to marketing

12. Case Study 2: Financial Services Provider • 25+ years • Branches throughout Australia • Online and App • Home loan & insurance products How can you enhance your existing tools?

13. Case Study 2: Financial Services Provider The challenge • No new tools • Sharing between platforms • Limited Paid Media targeting • Death of the cookie • Static Lead scoring

14. Case Study 2: Financial Services Provider Customer Data Platform Similar Audience targeting Customer Match Custom Audiences Lookalike Audience Targeted Display Targeted Search Targeted Advertising Targeted Advertising Targeted Post Boosting Customer Data Platform Direct Mail Email

15. Case Study 2: Financial Service Provider The Result • Paid Media targeting • Single Customer View • Sharing Segments between platforms • Enhanced capabilities of existing tools • Matching without cookies

16. Enhance your existing tools

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