THE CUSTOMER SCIENCE, ANALYTICS & SEGMENTATION September 2013 At Grande Centrepoint, Terminal 21

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Phenomenon Appearance in Customer Science The Phenomenon of Big Data Analytics & Innovation on Customer Analytics & Research Approach to Generate Real- Time Insight from Online & Mobile Sources in

Analytics to Create a Customer Focused Strategy Case Study: Exploiting the Customer Analytics & Segmentation Strategies to Acquire New Customer Segment & Develop Effective Customer Lifetime

Strategy Across Customer Segments Case Study: Designing Successful Event Based Marketing & Campaign Management Strategies through Customer Insights, Analytics & Data-Driven Marketing Case Study:

1 Phenomenon Appearance in Customer Science The Phenomenon of Big Data Analytics & Innovation on Customer Analytics & Research Approach to Generate Real- Time Insight from Online & Mobile Sources in 2013 & Beyond September 2013 At Grande Centrepoint, Terminal 21 All Presentations will be in Thai THE CUSTOMER SCIENCE, ANALYTICS & The Next Competitive Frontier: Using Advanced Customer Data Analytics to Create a Customer Focused Strategy Case Study: Exploiting the Customer Analytics & Segmentation Strategies to Acquire New Customer Segment & Develop Effective Customer Lifetime Management Case Study: PTT Blue Card Project - Mapping Customer Analytics with CRM Strategies to Crate Lifelong Engagement Articulating Customer Insights to Monitor & Build Brand Performance & Media Strategy Across Customer Segments Case Study: Designing Successful Event Based Marketing & Campaign Management Strategies through Customer Insights, Analytics & Data-Driven Marketing Case Study: Embedding Segment-Based Insights within Marketing: Building Customized Gaming, Rewards & Loyalty Campaigns in Omni-Channel Age SEGMENTATION ONE-DAY PRE-CONFERENCE WORKSHOP Wednesday, 11 September 2013 (9:00-16:30) FROM CUSTOMER ANALYTICS TO SEGMETNATION: EFFECTIVE MODELS & TECHNIQUES (Gain In-depth understanding of your customers & build more profitable relationships with smart segmentation & targeting) ABOUT WORKSHOP FACILITATOR Dr. Kriengsin Prasongsukarn Managing Director INSPIRE RESEARCH CO LTD & Director Center of Marketing Intelligence Research, ASSUMPTION UNIVERSITY NEW! VALUABLE PACKAGE FOR REGISTRATION IN 2013 Privilege for Group Discount! for 3 or more delegates Enjoy Early Bird Discount Before 14 August 2013 Registration for 5 seats or more, loyal customers & other benefits, please contact our business center Insights on Data-Driven Marketing with Experts Mr. Mongkol Maninoi Integrated Marketing Communication Division Manager Strategic Retail Marketing Department PTT PUBLIC CO LTD Mr. Pinyot Pibulsongkram Vice President, Customer Engagement NOK AIRLINES CO LTD Ms. Udomluk Tantbirojn First Vice President Head of Database Marketing & Campaign Management KASIKORNBANK PUBLIC CO LTD Ms. Suwandee Chaiwarut Marketing Advisor, FOOD & DRUG ADMINISTRATION (Previous, Marketing Manager, The Red Bull Beverages Co Ltd) Mr. Teeradet Dumrongbhalasitr Senior Director, New Business & Innovation Client Service DUNNHUMBY THAILAND Mr. Wichote Wongwitwichote Customer Intelligence Practice Lead SAS SOFTWARE (THAILAND) LTD Mr. Aut Arunrattanapong General Manager TRUE DIGITAL CONTENT & MEDIA CO LTD Tel: Fax: Website: : info@executive-all.com

ONE-DAY PRE-CONFERENCE WORKSHOP Wednesday, 11 September 2013 (9:00-16:30) FROM CUSTOMER ANALYTICS TO SEGMENTATION: EFFECTIVE MODEL & TECHNIQUES (Gain In-Depth Understanding of Your Customers & Build

2 ONE-DAY PRE-CONFERENCE WORKSHOP Wednesday, 11 September 2013 (9:00-16:30) FROM CUSTOMER ANALYTICS TO SEGMENTATION: EFFECTIVE MODEL & TECHNIQUES (Gain In-Depth Understanding of Your Customers & Build More Profitable Relationships with Smart Segmentation& Targeting) INTRODUCTION Many organizations have seriously exploited the customer data to generate insights and targeting strategies. But many marketers still fail in the process to find the right solutions for effective marketing results. How can we use the power of segmentation to understand customers PROGRAMME OUTLINE 9:00-10:30 AM. The Customer Science, Psychology & Sentiment Exploring psychological factors influencing customer sentiments Mapping customer sentiment and buying intentions Marketing psychology and customer behavior analysis Advanced customer science and predictive analytics 10:45-12:15 AM. From Unstructured Data to Customer Insights Source and Type of data The economics of data: cost vs. benefits Structure of data required in customer insights Importance of data strategy in customer insight programs Embedding segment-based insights within marketing Lunch better? What products and services appeal to each customer group? How do marketers create and design messaging to effectively reach potential customers? Most importantly, what is message that reaches the most profitable customers? Can we avoid the same-old segmentation results by using the same-old tools? Are there segmentation approaches that are guaranteed to bring new learning to the organization? If you have above questions in minds, this course will explain how to develop a powerful segmentation - addressing where to play and how to win questions that will create successful marketing strategies. Using practical examples of choosing the right analytical approach and outline the steps in getting your segmentation adopted by the organization. 13:30-15:00 PM. Customer Segmentation Model Finding out who your customers really are and what they really want Understanding customer segmentation bonds and exploring customer segmentation model that works for your business Finding value segmentation principles and techniques and need segmentation methods Determining your most valuable customer segments and developing value focused propositions Converting your customer segments into an effective communication strategy Segmentation & Targeting Exercise 15:15-16:30 PM. Measuring for Success How to measure the cost of insight programs Measurement of program value Measurement of speed to market PROGRAM OBJECTIVES: At the end of the program, the participants will be able to: Gain an appreciation of the growing importance of customer insight within organizations, and how opportunities for insight are identified, analyzed and put into marketing practice Discover how to unleash the power of your customer information and maximize your marketing ROI Learn how to audit customer files, plan a data strategy, understand data analysis methods, brief analysis projects and improve marketing performance by exploiting new customer insights Earn an overview of innovative analytics and present case studies of how leading organizations are identifying critical data, deriving insight through analysis, developing interaction strategies that leverage insight and continually gathering customer feedback to maintain a competitive advantage ABOUT WORKSHOP FACILITATOR Dr. Kriengsin Prasongsukarn Managing Director INSPIRE RESEARCH CO LTD & Director, Center of Marketing Intelligence Research, ASSUMPTION UNIVERSITY More than 20 years working experience & consultation in marketing research, customer insights and data-driven marketing, Dr. Kriengsin Prasongsukarn is a top-notch marketing research & customer insight expert in Thailand. Dr. Kriengsin Prasongsukarn has consulted in marketing planning, strategy as well as supervised qualitative and quantitative research in many leading organizations such as Honda Car, Honda Motorcycle, TCC Capital Land, Thanachart, Bank of Thailand, TDRI, BBDO, Lion Co Ltd, Fameline, Index, True Corp, etc. Dr. Kriengsin Prasongsukarn was Research Director at Chuo Senko Public Co Ltd. He earned his Phd. in Marketing (UNSW Scholarship) and Master of Marketing from The University of New South Wales Sydney. He also achieved BBA in Marketing (with Honours) from ABAC.

3 Day Two: Thursday, 12 September 2013 At Grande Centrepoint, Terminal 21 8:30 am. Registration 9:00-10:00 am. Mr. Wichote Wongwitwichote Customer Intelligence Practice Lead SAS SOFTWARE (THAILAND) LTD เป ดปรากฎการณ การจ ดการข อม ลมหาศาล (บ กดาต า) ในการว จ ยว เคราะห ข อม ลล กค า ตลาด ค แข ง และสถานการณ ทางธ รก จจากแหล งข อม ลหลากหลาย และค ดแยกข อม ลส กลย ทธ องค กร The Phenomenon of Big Data Analytics & Innovation on Customer Analytics & Research Approach to Generate Real-Time Insight from Online & Mobile Sources in 2013 and Beyond Uncovering new technologies and innovation that effectively collect big data to achieve actionable intelligence from internal (call center, feedback from online and offline) and external sources Introducing how companies can access the goldmine of data they already own by using analytics to join up disparate datasets to generate behavioral and market place trends Turning big data into smart data by combining social media insights and mobile insights with existing customer data to extend your competitive edge and spearhead profitability 10:30-10:45 am. Morning Refreshment 10:15-11:15 am. Mr. Teeradet Dumrongbhalasitr Senior Director, New Business & Innovation Client Service DUNNHUMBY THAILAND นว ตกรรมการว เคราะห ข อม ลล กค าส กลย ทธ การย ดล กค าเป นศ นย กลาง เทคน คและเคร องม อใน การสารวจ ว เคราะห และแบ งกล มล กค าเพ อสร างกลย ทธ ทางการตลาดเฉพาะกล มขององค กร The Next Competitive Frontier: Using Advanced Customer Data Analytics to Create a Customer Focused Strategy Integrating traditional customer data management systems with new data technologies for a more personalized customer strategy Structuring customer focused strategy and becoming a customer-centric organization through the alignment of customer analytics & insights to improve forecasting, business intelligence, user experience, messaging, engagement, support and more Techniques to turn unstructured data into actionable insights through the sentiment analysis & semantic enrichment, etc. 11:15-12:15 am. Ms. Udomluk Tantbirojn First Vice President, Head of Database Marketing & Campaign Management KASIKORNBANK PUBLIC CO LTD กรณ ศ กษาจากธนาคารกส กรไทย เร อง กลย ทธ การว เคราะห และค ดเล อกกล มล กค า พร อม บร หารวงจรล กค าในแต ละกล ม ท งการด งด ดล กค าใหม และร กษาฐานล กค าท ม อย อย างย งย น Case Study: Exploiting the Customer Analytics & Segmentation Strategies to Acquire New Customer Segment & Develop Effective Customer Lifetime Management Assessing how to capture, store and access customer data for the new customer segment Understanding how to use customer data to monitor and predict the customer lifecycle of the new customer segment Developing highly personalized and relevant loyalty campaigns for the new customer segment Determining how successful the lifecycle plan and campaigns have been in reducing the churn rates of the new customer segment 12:15-13:15 pm. Networking Lunch 13:15-14:15 pm. Mr. Mookpol Maninoi Integrated Marketing Communication Division Manager Strategic Retail Marketing Department PTT PUBLIC CO LTD กรณ ศ กษาจาก บร ษ ท ปตท. จาก ด (มหาชน) เร อง พ ท ท บล การ ด (PTT BLUE CARD) ก บ การว เคราะห ข อม ลล กค าจากแคมเปญทางการตลาดเพ อต อยอดการบร หารประสบการณ ล กค า Case Study: PTT Blue Card Project - Mapping Customer Analytics with CRM Strategies to Create Lifelong Engagement Building CRM strategy in enhancing customer lifelong engagement with PTT blue card project Tapping into customer behavior through understanding true customer journey to interact with customer in all touch points Integrating customer segmentation strategy in CRM strategy to deliver personalized experience that meet unique requirement of each customer base Mapping customer experience to stimulate repurchase and loyalty: turning customer experience into sales & profitability 14:15-15:15 pm. Ms. Suwandee Chaiwarut Marketing Advisor, FOOD & DRUG ADMINISTRATION (Previous, Marketing Manager, The Redbull Beverages Co Ltd) แนวทางการสร างกรอบการว จ ยตลาดและกล มล กค าเพ อว ดผลท ศนคต และความค ดเห นของ ล กค าท ม ต อแบรนด การตรวจเช คส ขภาพแบรนด เพ อเพ มม ลค าและอ ทธ พลของแบรนด Articulating Customer Insights to Monitor & Build Brand Performance & Media Strategy Across Customer Segments Mapping the brand research and innovation to design the most innovative and desired brand in the competitive market Developing brand health tracking and influence framework to evaluate brand engagement & influence level in customer segments Revitalizing brand and reinforcing brand power through changes of time with customer insight and analytic feed 15:15-15:30 pm. Afternoon Refreshment 15:30-16:30 pm. Mr. Pinyot Pibulsongkram Vice President, Customer Engagement NOK AIRLINES CO LTD กรณ ศ กษาจากสายการบ น นกแอร เร อง กลย ทธ การสร างอ เวนต และแคมเปญทางการตลาด ผ านการว เคราะห ข อม ลล กค าและตลาด เจาะล กข อม ลเพ อสร างแผนก จกรรมทางการตลาด Case Study: Designing Successful Event Based Marketing & Campaign Management Strategies through Customer Insights, Analytics & Data-Driven Marketing Identifying obvious and complex triggers hidden with your customer data and translate them into marketing opportunities Integrating customer insight, analytic and segmentation data in designing new ideas and campaign scenario for customized event-based marketing and campaign planning Developing the segmentation strategy in event-based marketing and campaign for effective customer targeting and campaign results Leveraging IMC and content marketing strategy in event-based marketing and campaign to the right segment for greater impact 16:30-17:30 pm. Mr. Aut Arunrattanapong General Manager TRUE DIGITAL CONTENT & MEDIA CO LTD กรณ ศ กษาจากบร ษ ท ทร ด จ ตอล คอนเทนท แอนด ม เด ย เร อง เทคน คการวางแผนก จกรรม ทางการตลาดเพ อสร างลอย ลต แก ล กค าจากการให รางว ล สร างเกมส ผ านเทคโนโลย ส อสาร Case Study: Embedding Segment-Based Insights within Marketing: Building Customized Gaming, Rewards and Loyalty Campaigns in Omni-Channel Age Using segment-specific insights to build customized rewards and loyalty campaigns in generating sales in each segment Generating new ideas and entertainment vision for creating gaming rewards and loyalty: putting game and entertainment in the heart of loyalty campaigns What is the difference from loyalty and rewards program in traditional and online media: understanding customer purchasing patterns of each medium and the gimmicks to attract them for loyalty & repurchasing

The current economy has increased the pressure on marketers, who more than ever need to obtain valuable customer insights and increase ROI of their initiatives.

In this new age of mobile channels, social networking sites and developments in traditional retailing have fundamentally reshaped the relationship between customers and the companies.

Therefore, not only customer insights, analytics and big data should be crucially focused but customer segmentation and its exploitation will WHO SHOULD ATTEND Chief Marketing Officer, General

4 The current economy has increased the pressure on marketers, who more than ever need to obtain valuable customer insights and increase ROI of their initiatives. Changes in research approaches and data analysis are arising from the infinite amount of data generated by online and mobile buying. In this new age of mobile channels, social networking sites and developments in traditional retailing have fundamentally reshaped the relationship between customers and the companies. The demand for real-time insight immediately and the quantity of data have changed the marketing game completely. Therefore, not only customer insights, analytics and big data should be crucially focused but customer segmentation and its exploitation will WHO SHOULD ATTEND Chief Marketing Officer, General Manager, Vice Presidents, Director and Consultants: Marketing Research / Customer Insights & Segmentation Customer Insights / Consumer Insights Marketing Intelligence and Planning / Analysis Marketing / Marketing Communications Brand Management Product Management & Development Media Research / Planning & Buying Customer Relations / Customer Experience Management Customer Loyalty / Retention Customer Development Advertising & Promotion Social Media / Online Marketing Customer Service / Marketing WHY SHOULD ATTEND Exposing latest big data analytics and innovations towards customer analytics and research model to generate real-time customer insights Thriving on latest customer data analytics tools and techniques in creating a customer focused strategy Empowering your organization to break down internal siloes and improving customer insight exchange across channels Gaining techniques on how to best aggregate and analyze unstructured data for improved decision making Deriving outstanding cases and proving strategies in designing marketing strategies and campaigns in enhancing lifelong engagement with customers Steering the power of brand engagement and influence through the customer data exploitation and utilization Stimulating the customer word-of-mouth through eventbased marketing & campaign management from customer analytics strategy Gain 1-Day Practical Workshop in Conducting From Customer Analytics to Customer Segmentation to gain techniques in developing research and model for turning customer data into customer insights and segmentation for customer focused marketing strategy enormously generate indefinite value of customer data to profitability and sustainability. Examining how to predict your customer behavior & leverage this to dramatically improve the effectiveness of your marketing, sales and customer service will lastly benefit for entire customer-focused strategy of the organization. On The Customer Science, Analytics & Segmentation 2013 will showcase the true value of customer insights and marketing, moving beyond information and research findings to the science of true customer psychology, behaviors and the impact on marketing strategies, examining how to optimize the relevance of your segmentation models and resulting campaigns to meet your customer needs and maximize ROI, capitalizing on the latest advances in data analytics to improve customer understanding, increase profitability and drive competitive advantage, create data-driven marketing strategy from customer analytic & segmentation to customer acquisition, customer relations, experience building, loyalty enhancement and brand monitoring & revitalization. With real business stories, best practices showcases and interactive discussion, we will address the real-focused strategy and tactics in the year as follows: Key Topics That Will Be Discussed Include: Turning Customer Data from Different Channels to Marketing Insights - Gaining big data innovations for customer analytics & data mining, improving your metrics on customer retention and up-take marketing ROI Tailoring Customer Insights to Design Customer-Focused Strategy - Mapping customer insights to build customer-focused strategy, personalized customer experience and campaign from customer acquisition, brand performance monitoring and improvement and customer loyalty & retention Optimizing your Marketing Campaign for CRM/ CEM Enrichment - Harnessing insights and strategies of real cases of PTT Blue Card, Nok Air and Kasikornbank on creating CRM/CEM enrichment through analytics PLUS 1-Day Practical Workshop of - From Customer Analytics to Segmentation: Effective Model & Techniques - (Conducted by Dr. Kriengsin Prasongsukarn, Managing Director, Inspire Research Co Ltd & Director, Center of Marketing Intelligence Research, Graduate School, ABAC) to help you gain practical approaches and techniques in turning customer data into profitable customer insights and segmentation for marketing optimization. Special Tips: In the class, we expect small groups of audience to ensure all participants able to interact with speakers, share experience, bring inquiries and issues to discuss with all other executives. Reservation is based upon seats available. Please kindly call our business center for updating seat status at Thank you very much and we are looking forward to welcoming you in the event.

REGISTRATION FORM 2013 THE CUSTOMER SCIENCE, STRATEGY & INNOVATION 1st DELEGATE: Mr./ Ms./ Mrs./ Dr.

/ Others 3rd DELEGATE: Mr./ Ms./ Mrs./ Dr.

English) PRICES & SAVINGS: Register & Pay Early for Savings Benefits One Delegate Payment (Lunch, refreshments and documents provided) GROUP BENEFITS (3 Or More Delegates) EARLY-BIRD (Expires 14

Please contact us for special privileges Free WiFi Access in the Forum HOW TO REGISTER HOW TO PAY Reservation: 02 186 2671 : register@executive-all.com Fax: 02 186 2672 Register Online: www.

5 REGISTRATION FORM 2013 THE CUSTOMER SCIENCE, STRATEGY & INNOVATION 1st DELEGATE: Mr./ Ms./ Mrs./ Dr./ Others 2nd DELEGATE: Mr./ Ms./ Mrs./ Dr./ Others 3rd DELEGATE: Mr./ Ms./ Mrs./ Dr./ Others Company Name Postal Address / Fax Approving Manager Manager Job Title & Booking Contact Person Booking Contact Tel & (Please photocopy for additional delegates and kindly fill in the form in English) PRICES & SAVINGS: Register & Pay Early for Savings Benefits One Delegate Payment (Lunch, refreshments and documents provided) GROUP BENEFITS (3 Or More Delegates) EARLY-BIRD (Expires 14 August 2013) SPECIAL PRIVILEGES! 5 Seat Reservation or More! Please contact us for special privileges Free WiFi Access in the Forum HOW TO REGISTER HOW TO PAY Reservation: : register@executive-all.com Fax: Register Online: DIRECT BANK TRANSFER Pay-in to our bank account at BANK: Kasikorn Bank, Siam Paragon Branch ACCOUNT NAME: THE EXECUTIVE ALLIANCE CO., LTD. ACCOUNT NO: *Please fax pay-in slip & a copy of withholding tax to CROSS CHEQUE/ BANK DRAFT Payable to THE EXECUTIVE ALLIANCE CO., LTD. NORMAL (After 14 August 2013) Registration - 3% Withholding Tax + 7% VAT TOTAL PAYMENT 17, , , (Withholding Tax Deduction is applicable for corporate only, not individual) 21, , , , , , ENQUIRIES: Please call our reservation assistant at Tel: Fax: HOTEL VENUE: GRANDE CENTREPOINT TERMINAL Sukhumvit Soi 19, Sukhumvit Road, BKK Tel: (BTS/BMS: Asoke Station) CANCELLATIONS & REFUND POLICY: IF YOU ARE REGISTERED BUT CAN T ATTEND: The Executive Alliance must be notified at least 7 days before the conference. You must notify with a written, telephone or consent prior to the event date. Failure to notify will forfeit of any obligation by The Executive Alliance. You may cancel your registration and 50% of registration fee will be refunded., or transfer to another scheduled conference within 12 months. Substitution may be sent in your place without prior notification. Due to confidential copyright material of The Executive Alliance, no tape recording will be permitted under any circumstances. The Executive Alliance conducts conferences and training in Thailand. The Executive Alliance reserves the right to make any adjustments necessary without prior notice to our clients. We will always attempt to notify all our clients about any changes we made in a sensible, timely The Executive Alliance

A Big Data Project. 05 th June 2018 C O R A L I N E. Presented by

A Big Data Project. 05 th June 2018 C O R A L I N E. Presented by A Big Data Project 05 th June 2018 Presented by C O R A L I N E Asama Kulvanitchaiyanunt, Ph.D. Education PhD in Data mining, University of Texas at Arlington - Arlington, TX, USA MS in Optimization, Lehigh