eTail Europe 2017

June 20-June 22, 2017

Queen Elizabeth II Conference Centre, London

44 20.7368.9465

Katy Bennett

Commercial Director
Mapp Digital

Katy is Commercial Director at Mapp Digital NE and has worked in the Digital Marketing industry for over 15 years at the front line of helping brands build strategy and drive value from marketing technology. Katy has worked for Experian, eCircle, Webtrends and Teradata. In these roles she has worked with a diverse number of brands including MBNA, British Gas, and Moneysupermarket on a wide variety of customer engagement programmes.



Omnichannel & Online Growth

16:30 PM Overcome Gaps In Your Data And Use It To Kill The Competition

So you need to target prospects and convince them to switch from your competitors, but you have limited insights on your target audience and limited budget to do so. Guy Southam from Freesat and Katy Bennett from Mapp will explain how Freesat successfully tackled this in partnership with Mapp Digital to build a highly innovative insight-led acquisition strategy. Learn how to overcome gaps in your data to find valuable insights around customer journeys and buying intent, to build super-smart audience segments which get fast results.
- Understand buying intent for your product, then home in on precise target audiences
- How to find and attract new customers who are “in market” and show a propensity to buy
- Understand what prospects think about your competitors and use this to deliver personalised messaging that convinces them to convert
- Execute a multichannel nurture campaign based on behavioural signals which results in super-engaged new customers
- Avoid the hazardous pitfalls that lie in the data collection process.