Relationship Marketing

Welcome and Introductions (11:00-11:15AM ET)
Pamela Gross - ANA

I. Building Stronger Customer Relationships with a Personalized First Impression (11:15am-12:00pm ET)
A personalized first impression lays the foundation for the most meaningful customer relationships. Aki Technologies’ 2021 Receptivity Report analyzes A/B tests from real-life campaigns for PepsiCo and Westward Whiskey to explore the impact of personalization on engaging new customers. Attendees will walk away with the inspiration, use cases, and proof points needed to evangelize and leverage personalization as a driving force for establishing meaningful new customer relationships through your digital advertising campaigns.

Speakers:
Risa Crandall, SVP, CPG Strategy + Sales - Aki Technologies
Jacob Davis, VP, Marketing Intelligence - Aki Technologies

II. The Untapped Potential of B2B Customer Loyalty Programs (12:00-12:45pm ET)
Retailers, hotels, airlines, and restaurants have long relied on loyalty programs -- including discounts, early access to new products, and exclusive perks that enhance the customer experience and inspire a following -- to strengthen customer loyalty. But only recently has the idea taken root in the B2B world. And it’s about time. In a recent PwC customer survey, almost 60% of B2B customers reported that they had never had an experience with a brand that made them feel special. That’s an alarmingly high percentage of customers who’ve been given no particular reason to stick around. But the implications of customer loyalty for B2B companies are enormous, and, if anything, as crucial as they are for consumer-facing brands. In this session, learn about the benefits of B2B loyalty programs, the various types of B2B loyalty programs, leading examples in the industry, and five actions for making B2B loyalty work for you.

Speakers:
Jon Glick, CMO Advisory - PwC’s Loyalty Center of Excellence Co-Leader
John Rolston, CMO Advisory - PwC’s Loyalty Center of Excellence Co-Leader

Closing Remarks (12:45-1:00pm ET)


**Schedule subject to change

Speakers

Risa Crandall, SVP, CPG Strategy + Sales - Aki Technologies

Jacob Davis, VP, Marketing Intelligence - Aki Technologies

Jacob Davis has spent his career turning complex analytics into actionable strategy. At Aki, he leads teams that partner with internal and external stakeholder to drive better decision making through data analysis and strategic thinking. Prior to Aki, Jacob built the Analytics Services practice at Cheetah Digital, partnering with global brands across the retail, finance, and hospitality sectors to squeeze more value from their data. Before that, he worked as a senior strategy consultant at Experian Marketing Services, helping Fortune 500 brands to evolve their marketing efforts. Jacob received his B.S. in Economics from the University of Pennsylvania’s Wharton School.  He never misses a Pittsburgh Steelers game.

Jon Glick, CMO Advisory - PwC’s Loyalty Center of Excellence Co-Leader

Jon is a leader with PwC’s CMO Advisory consulting practice, focused on how technology is impacting the way brands interact with customers and the way customers interact with brands. Jon co-founded and leads PwC’s Loyalty Center of Excellence, working with clients to develop, innovate, and grow loyalty programs and life-cycle marketing functions.

John Rolston, CMO Advisory - PwC’s Loyalty Center of Excellence Co-Leader

John co-leads PwC's CMO Advisory and Loyalty Center of Excellence offerings, specializing in customer-centric marketing transformation to activate demand and drive loyalty.