The Complex Customer

Hotel Café Royal, 68 Regent Street, London, W1B 4DY (Directions)

The Complex Customer

Data Insight for Effective Marketing

No eCommerce business is complete in 2017 without the skills to act upon the customer data that it holds. However, there are risks associated with adding this resource to the online trading function. Practitioners in data insight roles often struggle to get their recommendations baked into the eCommerce/Marketing projects because their recommendations are misunderstood and are seen as too prescriptive... even boring.

In some online brands, there is a fundamental issue affecting the customer communications that actually are created, a tussle with “data insight” on one hand, and “creativity” on the other. The outcomes are that communications are less than effective, and the data insight teams’ efforts can become devalued.

In our round table discussion, we explored:

  • How to avoid the pitfalls of misaligned data and marketing teams
  • Where acquisition, personalisation and conversion meet – how best to enhance each element
  • How to deliver truly creative marketing that aligns with your data insight work

Those in attendance were:

  • Chief Customer Officers
  • Directors of eCommerce, Marketing and Digital
  • Heads of Insight
  • Heads of eBusiness/eCommerce
  • Customer Experience (CX) & User Experience (UX) leaders
  • CRM & Customer Insight leaders




The Sailthru Customer Retention Cloud helps modern marketers at leading retail and media companies build deeper, longer lasting relationships with their customers. Sailthru personalizes individual customer experiences across digital communication channels – in email, on a brand’s website and in their mobile applications. Sailthru powered 1:1 relationships with consumers help drive higher revenue, improve customer lifetime value and reduce churn for the world’s most innovative publishers, including The Economist, Business Insider, and Mashable, and the world's fastest growing ecommerce companies, including Rent The Runway, JustFab, and Alex and Ani. Founded in 2008, Sailthru is headquartered in NYC.

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Tacit Knowledge

Tacit Knowledge, a Newgistics company, is the digital commerce consultancy that delivers Silicon Valley innovation to retailers around the world. Since 2002, Tacit engineers have worked with nearly every enterprise-class retail technology on the market, implementing packaged applications, building custom software and providing application support, web development, integration and content management for global multichannel retailers. Its flagship product, ncommerce, combines technology from the most trusted and innovative companies in retail technology to deliver a stable, modern, affordable and infinitely scalable platform that’s easy to deploy and manage so retailers can focus their energy on the art of retail. When combined with Newgistics’ fulfilment, parcel delivery and returns management solutions, ncommerce offers a truly end-to-end eCommerce solution, from device to doorstep.

Tacit Knowledge is headquartered in San Francisco with offices in London, New York, Sydney, Mexico and Moldova.

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Q: Is there a fee for attending the Commerce Futures event?

A: Attending the event is free of charge. However, because we take great care in how we curate the audience, the event is invitation only and you must register in advance to attend. If you have not received an invitation but would like to attend, please register via the website and your place will be confirmed subject to approval.

Q: Can I bring a colleague?

A: Additional places will be subject to availability. Please ask your colleague to register via the website.

Q: Who else will be there?

A: Senior professionals in eCommerce, entrepreneurial brand owners, marketing leaders including directors of eCommerce, marketing and digital, as well as heads of insight, customer experience (CX), user experience (UX), CRM and Chief Customer Officers (CCO's).

Q: What is the address of the venue?

A: Hotel Café Royal, 68 Regent Street, London, W1B 4DY

Q: Is there a dress code for this event?

A: There is no formal dress code. Please come dressed in comfortable attire e.g. business casual. 

Q: Who is Commerce Futures?

A: Commerce Futures is an independent online community for retail leaders and Commerce professionals. We provide a round up of the latest news and information relating to the key challenges in Commerce today, as well as insights into future trends and technologies that are shaping the online retail landscape. And because we believe it's important to learn from our peers, the regular Commerce Futures event series brings in expert speakers from leading brands to share case studies and industry know-how. 

Since 2012, thousands of professionals have attended our events and engaged with our content. We survey them regularly to understand what problems they are wrestling with now and tailor content to help them solve those concerns.