Program Details

Sparking MarTech Migration + Digital Innovation

Exploring Marketing Leader Strategies, Intentions and Innovations Across Europe, Middle East, Africa and Latin America

Sponsors and Partners:

Sponsors and Partners:


Building on the foundational findings from the CMO Council’s Getting It Done in 2021 outlook study, HCL – Unica will sponsor deeper exploration with marketing leaders in key regions experiencing economic, geo-political and social challenge and change.


CMO conversations will delve into priorities, progress and intentions around the adoption, integration and use of marketing solutions and the degree to which these are impacting growth, relationships, revenue, operational efficiency, campaign effectiveness, talent needs and measurable return-on-investment.


In addition to benchmarking the level of marketing technology maturity and receptivity by region, the program will also look at where and how modular, progressive and selective investments in new platforms and applications are creating customer value and boosting business performance.



Embracing an adaptive, scalable precision marketing system with integrated, end-to-end eCommerce and personalized, omni-channel customer engagement is a strategic priority for global and regional brands as they reach for recovery in a post-pandemic environment.


Platforms for localizing, translating and reconfiguring marketing content are part of “the race to project a global face” and the desire to “connect with the local community” as country and regional marketers target, serve and accommodate more diverse socio-economic, ethnic, demographic, cultural, religious and geographic markets.


As companies embark on digital transformation efforts to provide unified and personal customer experiences across all touch points and devices, virtually every department in the company is now leveraging marketing technology. Lack of coordination and oversight, however, is leading to escalating costs, security risk, inconsistent customer experience, brand compromise, and business partner frustration.


Chief marketers are looking at ways to centralize, protect, share and better use customer data, brand assets, market intelligence and best practice knowledge across their global organizations. Transfer of insight and innovation is seen as a significant competitive advantage and new ways to better inventory, consolidate and access intellectual capital and centers of excellence has become a key component of marketing effectiveness and talent development for both global and emerging growth brands.

 Topics for Exploration:

  • What regional forces and factors (competitive, geo-political, economic, environmental, etc.) are shaping and influencing strategies, spend and market receptivity
  • The degree to which marketers in each region are embracing automation and effectively managing the marketing technology stack
  • Digital marketing campaign successes and failures; deployment learnings and best practice insights
  • What obstacles, challenges or deficiencies are they experiencing in migrating or pivoting to digital marketing platforms and programs with existing budgets and teams
  • What issues or concerns do regional marketers face as regards budget, IT infrastructure, culture, customer sensitivity, privacy/regulatory limitations, brand safety, and management commitment to transformation
  • Innovations in using social, mobile and customer data intelligence to impact brand performance, customer demand and market distinction in their regions


Research: Survey & Reports


Curated Facts & Stats

47% of consumers feel that personalization online is invasive — up from 44% in 2021, and this is especially true with AI-powered services.


Companies with solid omnichannel strategies retain almost 90% of their customers, increase customer lifetime value by 30%, and multiply customer satisfaction by 23 times.


Consumers are rewarding brands that make personalization a priority with just over half (52%) saying they will trade personal and preference data to feel part of a brand’s community.


55% of consumers will trade personal and preference data to feel part of a brand's community.


People spend 20-40% more time with companies that message them on social media.


74% of consumers have a favorite brand as it treats them like an individual.


Only 38% of marketers say they have the customer segment and persona data they need in the right format to make good marketing decisions


B2B and B2C companies with robust omnichannel strategies retain 89% of their customers, compared with 33% of companies that have weak omnichannel customer engagement.


More than 55% of executives understand the importance of loyalty programs in their relationship with customers and hope to expand and improve upon their current loyalty programs throughout 2022.


By 2023, the opt-out rate for mobile app tracking will decline from 85% to 60% as consumers learn that untargeted ads increase their exposure to low-quality content.



Curated Reading

Program Themes

  • Digital Marketing
  • Market Intelligence Resources
  • Artificial Intelligence