Key takeaway: A two-way value exchange is at the heart of first-party data best practice: not only is the company equipped to deliver better customer experiences, but the customer in turn receives relevant and customised content, with better offers and assistance that is tailored to them. In this session, we'll look at why it's critical for advertisers to build and maintain consumer trust in order to be able to continue to access this data - and unlock value for both themselves and their customers.

Summary bullets:

• Effective use of first party data delivers more relevant experiences for customers and leads to revenue and efficiency benefits for the business as part of a two-way value exchange
• Whilst nine out of ten marketers say that first-party data is important to digital marketing programs, less than a third are consistently effective at accessing, integrating and using it

The context for our careers has changed. Gone are the days of linear, predictable, 'ladder like' paths instead uncertainty, change and ambiguity are the new normal. To navigate our increasingly 'squiggly' careers self-awareness and continual learning is now an imperative. In this action focused session, Sarah Ellis, co-founder of award-winning career development company Amazing If, will share practical tools and techniques on what it takes to build our growth mind-set muscle and how you can form habits to make development part of your day to day work. Attendees will come away will ideas, inspiration and actions that will help you (and your teams) achieve more.

Technology and data now sit at the heart of marketing, and AI has quietly embedded itself in our culture. But how can we use it to produce adverts that make an impact? Why is human creativity still important? And how as companies do we make the right choices with this evolving technology... not just from a business perspective, but for society as a whole? Perry Nightingale shares his wisdom and expertise in Creative AI and poses some difficult questions. Takeaways - Where we see Creative AI making significant advances in marketing. Our most difficult ethical choices in Creative AI and how we organise around them. What a synthetic media environment would look like. The human abilities we find hardest to automate.