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Marketing has been defined by conversion of awareness to sales, either through conventional media with reach and penetration or through web and social channels with clicks and likes. In the always connected world, where forms of new and old media are in rapid transition and customers are ‘always on’, we are now able to directly measure and immediately respond to customer sentiment as never before.

This is the first in a series of seminars presented by WISA and WCA in partnership with Hydra Consulting that will explore the new playing field of continuously analysing and influencing customer sentiment using modern data collection, analytics and automation with tools and services that any business can use – no matter how big or small.

The customer sentiment impact of Yellow Tail’s Superbowl advertising campaign. Dr Darren Oemcke, Marketing Director of Hydra Consulting.

Interacting and engaging with data using natural language questioning in IBM Watson Analytics for Social Media with a case study from the Melbourne Spring Fashion Show and an example of wine sales data trends analysis. Mary-Jane Goddard, IBM ANZ Team Leader for Analytics and Technical Sales.

Improving the performance of cellar door/ restaurant by combining visitor movement data with POS data at a local and a regional scale. Stephen Blacketer, Managing Director of Morton Blacketer and Adelaide Cloud.


Members: $65

Non-members: $80

Ticket sales close: 9 May 2017