Wednesday, March 8, 2023 (2:30 pm - 6:00 pm) Meeting

AGGIORNAMENTO PERMANENTE
IN PERSON
The new frontiers of marketing: neuroscience, digital ecosystems, Big Data and AI

NH Collection Milano CityLife Via Bartolomeo Colleoni, 14 - 20149 MILANO

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.

Speakers

Roger Dooley

World’s leading expert in Neuroscience

Cornelia Schaurecker

Global Group Director AI & Big Data, Vodafone

Mohan Subramaniam

Professor of Strategy and Digital Transformation, IMD Business School

Programme

March 08, 2023
2:30 pm - 2:40 pm Welcome and introduction
2:40 pm - 3:35 pm Speech by Roger Dooley - Neuro-Loyalty: the best way to attract and retain customers
Debate
3:35 pm - 4:10 pm Coffee break
4:10 pm - 5:00 pm Speech by Cornelia Schaurecker - Big Data and IA: opportunities in enabling tech and ethical responsibilities
Debate
5:00 pm - 5:50 pm DebateSpeech by Mohan Subramaniam - Bringing customers to the Digital Enterprise Transformation Path, creating a shared ecosystem
Debate
5:50 pm - 6:00 pm Conclusion

Documenti dell'incontro

Nota informativa

AGGIORNAMENTO PERMANENTE
IN PERSON
The new frontiers of marketing: neuroscience, digital ecosystems, Big Data and AI

Nota informativa

Kit

AGGIORNAMENTO PERMANENTE
IN PERSON
The new frontiers of marketing: neuroscience, digital ecosystems, Big Data and AI

Kit

Documents

AGGIORNAMENTO PERMANENTEIN PERSON
The new frontiers of marketing: neuroscience, digital ecosystems, Big Data and AI

Marketing 5.0: tecnologie per l'umanità

Philip Koetler, Hermawan Kartajaya, Iwan Setiawan

Hoepli

AGGIORNAMENTO PERMANENTEIN PERSON
The new frontiers of marketing: neuroscience, digital ecosystems, Big Data and AI

Neuro-Loyalty. Attract & KEEP Customers & Employees

Roger Dooley

AGGIORNAMENTO PERMANENTEIN PERSON
The new frontiers of marketing: neuroscience, digital ecosystems, Big Data and AI

AI in marketing/CX

Cornelia Schaurecker

AGGIORNAMENTO PERMANENTEIN PERSON
The new frontiers of marketing: neuroscience, digital ecosystems, Big Data and AI

Bringing Customers into the Digital Journey

Mohan Subramaniam

AGGIORNAMENTO PERMANENTEIN PERSON
The new frontiers of marketing: neuroscience, digital ecosystems, Big Data and AI

Neuromarketing in pratica. 100 modi per conquistare e convincere i consumatori

Roger Dooley

Apogeo

AGGIORNAMENTO PERMANENTEIN PERSON
The new frontiers of marketing: neuroscience, digital ecosystems, Big Data and AI

Supplementary Information

Roger Dooley

Apogeo

AGGIORNAMENTO PERMANENTEIN PERSON
The new frontiers of marketing: neuroscience, digital ecosystems, Big Data and AI

How customers can drive growth in the digital world

Mohan Subramaniam

AGGIORNAMENTO PERMANENTEIN PERSON
The new frontiers of marketing: neuroscience, digital ecosystems, Big Data and AI

Etica dell’intelligenza artificiale. Sviluppi, opportunità, sfide

Luciano Floridi

Cortina Raffaello Editore

AGGIORNAMENTO PERMANENTEIN PERSON
The new frontiers of marketing: neuroscience, digital ecosystems, Big Data and AI

Is Neuromarketing Ethical?

Roger Dooley

Forbes

AGGIORNAMENTO PERMANENTEIN PERSON
The new frontiers of marketing: neuroscience, digital ecosystems, Big Data and AI

Why You Should Start A Friction Log Today

Roger Dooley

Forbes

AGGIORNAMENTO PERMANENTEIN PERSON
The new frontiers of marketing: neuroscience, digital ecosystems, Big Data and AI

How Smart Products Create Connected Customers

Mohan Subramaniam

MIT Sloan Management Review

AGGIORNAMENTO PERMANENTEIN PERSON
The new frontiers of marketing: neuroscience, digital ecosystems, Big Data and AI

Is Your Company Squandering Digital Opportunities?

Mohan Subramaniam

Harvard Business Review

AGGIORNAMENTO PERMANENTEIN PERSON
The new frontiers of marketing: neuroscience, digital ecosystems, Big Data and AI

Are You Using the Right Data to Power Your Digital Transformation?

Mohan Subramaniam

Harvard Business Review

AGGIORNAMENTO PERMANENTEIN PERSON
The new frontiers of marketing: neuroscience, digital ecosystems, Big Data and AI

How Zoom Conquered Video Conferencing

Roger Dooley

Forbes

AGGIORNAMENTO PERMANENTEIN PERSON
The new frontiers of marketing: neuroscience, digital ecosystems, Big Data and AI

The Neuroscience of Customer Experience

Paul J. Zak

MIT Sloan Management Review

AGGIORNAMENTO PERMANENTEIN PERSON
The new frontiers of marketing: neuroscience, digital ecosystems, Big Data and AI

Frontier’s New Customer Experience

Roger Dooley

Forbes

AGGIORNAMENTO PERMANENTEIN PERSON
The new frontiers of marketing: neuroscience, digital ecosystems, Big Data and AI

Creating ethics guidelines for artificial intelligence and big data analytics customers: The case of the consumer European insurance market

Martin Mullins , Christopher P. Holland , Martin Cunneen

ScienceDirect

AGGIORNAMENTO PERMANENTEIN PERSON
The new frontiers of marketing: neuroscience, digital ecosystems, Big Data and AI

The moon, the ghetto and artificial intelligence: Reducing systemic racism in computational algorithms

Jane E. Fountain

ScienceDirect

AGGIORNAMENTO PERMANENTEIN PERSON
The new frontiers of marketing: neuroscience, digital ecosystems, Big Data and AI

ETHICAL TO THE VERY CORE: Implementing ethical AI policies

Vodafone

AGGIORNAMENTO PERMANENTEIN PERSON
The new frontiers of marketing: neuroscience, digital ecosystems, Big Data and AI

Ethical Machines Your Concise Guide to Totally Unbiased, Transparent, and Respectful AI

Reid Blackman

Harvard Business Review Press

AGGIORNAMENTO PERMANENTEIN PERSON
The new frontiers of marketing: neuroscience, digital ecosystems, Big Data and AI

The Future of Competitive Strategy

Mohan Subramaniam

The MIT Press

Video of the meeting