On March 9th, 2015 BCNanalytics was proud to host its second conference, “Personalisation in CRM”.
- 198 people registered
- 165 people atteneded
- 83 empty beer bottles by the end of the event
The event was hosted at the Mobile World Centre and was attended by people representing industries like banking, e-commerce, consulting, gaming, fashion, telecom, as well as academia and independent entrepreneurs.
To start off the event we had Manuel Bruscas, co-founder of BCNanalytics, present some of the key news of our organisation, like the creation of a job board on our site and some of the potential events we would like to organise like a hackathon or workshops.
We had Pau Agulló, also co-founder of BCNanalytics, introduce our two keynote speakers and later serve as moderator during the Q&A session.
Our first speaker was Pier Paolo Rossi, current director of Business Intelligence at Banc Sabadell. Pier Paolo’s presentation covered a wide range of examples coming from his multi-industry experience having worked in telecomms (Movistar), retail (Caprabo) and lately banking (Banc Sabadell). He showed how personalisation can be applied to pricing, product, information layout and other areas of your business to expand the lifetime engagement and experience of your customers. His talk highlighted two points we would all do well to remember: “you can’t manage what you can’t measure” and “your customer is the most important thing”.
Our second speaker was Llorenç Solà, Director of CRM and Customer Strategy for Vistaprint Europe. Llorenç explained us that using personal content in communication wins over non-personalised approaches because it allows a business or organization to become more relevant to their users. He also reminded us that appropriate personalisation is by no means easy to achieve, since it always involves: data storage, analysis, statistical modelling and a user friendly strategy around frequency of touch points. There was particular emphasis given on the last point applied to email practices. In his opinion if long term performance is desired then email campaigns should not be measured simply by gross revenue. That would only lead to the controversial practice of mass emailing, which can arguably degrade your ability to communicate and influence your customers. Instead performance should be measured by the efficiency by which you get customers to interact with your communication.
After the presentations our keynote speakers formed a panel and we discussed what had been presented. The audience was actively engaged with many questions for our presentors. Regarding the role of privacy in personalisation, one opinion was that if done right, personalisation is welcomed by customers. When asked which channel to use for communication the answer was that you should make your customer choose the channel for communication that they want. Other questions addressed the role of people and technology, as well as further discussion on the impact of limiting the amount of emails sent to customers in favor of more personalised content.
The conference closed with a networking event with free beers provided by our sponser Estrella Damm. People took this opportunity to ask further personal questions to our keynote speakers as well as meet fellow members of Barcelona’s analytics community. Thank you all for making this event a success. Please help us decide on our next event as well as ideas for other events by filling out this survey.