Sign Up Now to Attend Intent HQ 4th IESE Congress, Barcelona.

4 min. Read

The 4th IESE Congress in association with Intent HQ takes place on Wednesday 16th October in the Campus North from IESE Barcelona.

The future of your brand loyalty strategy will be fundamentally impacted by the application of Artificial Intelligence. We’re bringing you an exclusive mix of authoritative academic and commercial insights in a single half-day conference in Barcelona!

What you’ll learn at the Intent HQ 4th IESE Congress

Attendees will delve into the transformative impact of Artificial Intelligence on traditional loyalty programs. Discover the latest advancements in AI technologies applied to loyalty programs, along with research findings from several consumer sectors in Spain.

See the full agenda below along with what you can expect from the day. 

AGENDA:

Wednesday 16th October

Campus Norte IESE Barcelona

All presentation sessions will be bi-lingual in Spanish and English with live translation. 

8:30 AM: Registration & Networking

  • Kick off the day by connecting with industry peers and experts alike.

8:55 AM: Institutional Welcome by Jaume Armengou

9:00 AM: Unlocking Consumer Loyalty through AI

09:50 AM: Consumer Loyalty under the spotlight: a Market Explorer study of key markets in Spain

  • Phil Douty, Global VP Intent xChange
  • Explores the evolving concept of consumer loyalty, especially in light of the recent price crisis in Spain.
  • Through a detailed analysis of four key market sectors, we’ll examine the limitations of relying solely on 1st-party and traditional 3rd-party data to truly understand consumer behavior. The session will demonstrate how real transactional data at scale can offer dynamic insights, helping businesses identify when and how often their customers spend with competitors, and how much they are spending unlocking new strategies to maintain and enhance loyalty.

10:30 AM: Round Table: What is Consumer Loyalty? How do you encourage greater loyalty?

11:20 AM: Coffee break

11:40 AM: Loyalty in Tomorrow’s world: The revolution of Generative AI in marketing and its relevance for the consumer

  • Jonathan Lakin, CEO of Intent HQ.
  • Understand the impact of Gen AI on consumer behavior and its significance for future loyalty strategies.

12:20 PM: Consumer Engagement at the Edge: How distributed AI facilitates loyalty programs

  • Ofer Tziperman, SVP at Intent HQ.
  • Learn how Distributed AI technologies can enhance and optimize loyalty programs, improving consumer engagement and loyalty outcomes.

1:00 PM: 1 –1 Interviews: Generative & distributed AI at the heart of consumer engagement

  • Víctor Sánchez de Prada, Digital Service Director – MasOrange
  • Juan Carlos Grijelmo, Chief Data Officer – Engel Energy
  • Nadia Macicakova, CEO, Mexmovil
  • Moderator: Alfonso Urien, Director of the Intent HQ Chair.
  • Explore how Gen AI is disrupting traditional customer engagement methods and driving innovation in loyalty strategies.

1:45 PM: Final Conclusions

  • Wrap up the day’s insights with Prof. José Luis Nueno and Alfonso Urien, leaving you with key takeaways to propel your organization forward.

2:00 PM: Cocktails & Networking

  • Wind down the day with cocktails and valuable networking opportunities.

Don’t miss out on this opportunity to gain invaluable insights, forge meaningful connections, and transform your approach to consumer loyalty. 

ABOUT THE SPEAKERS

Jonathan Lakin

Jonathan Lakin is the founder and CEO of Intent HQ, focused on helping major brands, including global telcos, create more relevant and sustainable customer interactions. With a career spanning big data, AI, and human behavior, Jonathan has led and invested in multiple ventures, delivering significant value across industries. He holds an MBA from IESE Business School.

Phil Douty

Phil Douty has over 30 years of global experience in brand loyalty. Initially a brand marketeer with Grand Met and Colgate he moved into retail marketing with Boots where he created & launched the Advantage Card, at the time the UK’s most innovative loyalty scheme and which grew to over 12m members in the 1st 12 weeks after launch. Phil subsequently ran retail businesses for Boots and Tesco prior to leading Telefonica’s global data monetisation business before joining Intent HQ.

Masha Gurina

Masha Gurina, an IESE MBA alumna, is a marketing expert with 20+ years of global experience in brand strategy and integrated communications. She has worked with top agencies like Y&R, Landor, and Kantar, leading brand transformations for major companies and startups. Now an independent coach and C-level advisor, she consults on branding, growth, and creativity.

Ofer Tziperman

Ofer, with over 30 years of experience leading high-tech companies, is currently SVP of Business Development at Intent HQ following the 2023 merger with Anagog, where he was CEO. Previously, he led OTI (NASDAQ: OTIV) and Parx, a developer of ‘EasyPark.’ Ofer co-founded LocatioNet Systems in 2000, earning recognition as a ‘Technology Pioneer’ by the World Economic Forum in 2001. He holds an LLB from Tel-Aviv University.

Nadia Macicakova

Nadia Macicakova is the CEO of Mexmovil, a virtual mobile operator in Mexico. She leads initiatives aimed at empowering women in emerging economies by providing them with better access to affordable credit through innovative AI solutions. Nadia is passionate about using technology to close financial gaps for women, especially in underserved communities, and promoting gender equality in the business world


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