Unlocking the Consumer Unconscious: Applying Metaphor in Neuromarketing
CEO and Partner,
Metaphors are critical to understanding the drivers of emotion, thought and behavior. The metaphors you and your customers use to frame your products, brands and categories are major determinants of marketing success. Metaphors are especially powerful in finding the deeper, unconscious themes and mental models that transcend surface level differences among customers.
In “Unlocking the Consumer Unconscious: Applying Metaphor in Neuromarketing” keynote session, you will:
- Be introduced to key tenets of metaphor theory
- Explore your own metaphors for addressing key issues
- Avoid getting trapped in the Seduction of Differences
10:45 - 11:00
11:00 - 12:00
The Path Towards Optimizing Customer Journeys and Customer Experience in 2030
Customer Intelligence Advisor for Marketing, Sales and Servicing,
Head of Customer Advisory, Middle East,
Organizations nowadays are going through digitalization processes. There are different reasons for this, however there are some that are common, such as not to be behind the competition. Sir Timothy Clark, CEO of Emirates Airlines once said that every organization is going through a digital transformation now, whether they know it or not. The key challenge is to avoid creation of a new silo, detached from the existing customer processes and data, as the only way to have the holistic view on customer journey is to connect two worlds, the digital and traditional. The presentation will focus on how SAS and its 360 Customer Intelligence solution, along with the decisioning platform help organization in introducing the hybrid marketing approach, where the online and offline data connects.
Relevant, personalized and seamless customer experiences across different devices and multiple channels can seem like a real challenge. This session will show you an easier way to tackle this problem – with machine learning algorithm that works in the background without you even noticing.
12:00 - 12:40
Customer Insights as a Digital Transformation Technique