In recent years, the marketing world is undergoing a profound transformation. On the one hand, consumer and market changes require the ability to adapt and rethink their strategies to remain competitive. On the other hand, the possibilities offered by new technologies and scientific research allow new approaches and solutions to new and old challenges.
 
How to make the most of the potential of AI and Big Data, combining privacy, ethics and business needs? How to create a shared digital ecosystem with your customers? How to use the principles of neuromarketing to retain and satisfy customers?
During this meeting, participants will have the opportunity to meet with international experts and executives in different fields, who will help to understand some of the most relevant issues for marketing in the future. Supported by best practices and concrete examples will address the following topics: 

• Roger Dooley, one of the world’s leading neuroscience experts, will talk about Neuro-Loyalty: the best way to attract and retain customers. What do the most valuable customers have in common? They are loyals and they are human. The key to a high-performance organization is to understand how the brain governs behavior. Through concrete examples, participants will be able to identify how simple changes in customer experience can increase profits and reduce customer flight.
• Mohan Subramaniam, Professor of Digital Transformation and Strategy at the IMD Business School in Lausanne, will talk about how to bring customers into the digital transformation process, creating a shared ecosystem. Modern digital technologies offer companies new opportunities to expand the scope of the business and his intervention will address the strategic challenges related to the acquisition and involvement of digital customers, offering different methodologies to harness the power of digital customers to shape the digital transformation journey and improve returns on digital investments.
• Cornelia Schaurecker, Global Group Director AI & Big Data of Vodafone, will explain the Big Data Marketing emphasizing opportunities, critical issues and ethical responsibilities. Customers leave digital traces in every interaction they make with a brand. This huge amount of records represents a valuable source of information about consumers, their habits and needs. The granularity and detail of the information that can be obtained through digital touchpoints allows you to respond in real time to the actions of the audience, predict them and guide the behavior of users. But how far is it possible to go in the use of Big Data to avoid that they become a reputational damage for companies that make improper use of it? The intervention will be a moment of reflection towards a more conscious and responsible use of Big Data and AI.