The Death of the Traditional Website

Designing Customer Relationships in a Data-Driven World

26th

June

,

2025

8:30am

-

12:30pm

RSVP

Event Details

Websites are no longer the static, one-size-fits-all platforms they once were. In a world drowning in data, the real question is: are we designing websites to collect more data or to create meaningful, ongoing relationships with customers? The traditional website is dead. What matters now is how we use data to enrich customer experiences, drive engagement, and keep users coming back for more.

Join us for a forward-thinking session where we’ll explore how brands like JCB, Kellogg's, and Le Creuset are reimagining what their digital experiences look like – from personalising content to creating seamless customer journeys that drive engagement, loyalty, and growth. We’ll discuss the shift from designing websites for AI-driven consumption to designing for human customers who expect relevant, timely, and engaging experiences at every touchpoint.

This event is perfect for CMOs, marketing leaders, product owners, and anyone responsible for shaping the future of digital experiences. Learn how to design with purpose, optimise your digital presence, and meet the evolving needs of today’s customers in a data-driven landscape.

RSVP

Event Details

Websites are no longer static platforms, they must create meaningful, data-driven relationships with customers. The question isn’t how much data we collect, but how we use it to deliver personalised, engaging experiences that build loyalty and drive growth.

Join us to discover how brands like JCB and Kellogg's are redefining digital experiences through personalised content and seamless customer journeys. We’ll discuss the shift from designing websites for AI-driven consumption to designing for human customers who expect relevant, timely, and engaging experiences at every touchpoint.

Ideal for CMOs, marketing leaders, and product owners, this session will help you design with purpose and optimise your digital presence in a data-rich world.

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In Collaboration With

Sponsors

In Collaboration With

Details

An introductory paragraph set in a slightly larger size can help provide a rhythm to the typography and help increase the legibility of the page.

Enhance your user experience and build brand equity with your design vernacular.

RSVP

This event will help you to:

1

Insights Galore

Creating trust in your data and ensuring privacy-safe, accurate measurement in a post-cookie world.

1

2

Leverage smart strategies

From custom bidding models to incrementality testing, to maximise ROI.

1

3

Embrace AI and automation

Harnessing predictive analytics, real-time insights, and machine learning to optimise performance.

1

Build durable data foundation

This event will help you to:

1

Build a durable data foundation

Create trust in your data and ensuring privacy-safe, accurate measurement in a post-cookie world.

2

Leverage smart strategies

Unlock media effectiveness with custom bidding models and incrementality testing, to maximise ROI.

3

Embrace AI and automation

Harness predictive analytics, real-time insights, and machine learning to optimise performance.

4

Master the science of measurement

Drive real business impact with MMMs, and cross-channel performance measurement.

5

Future proof your strategy

Plot a path to measurement maturity with interconnected solutions that drive strategic decision making.

Schedule

9:30 am

Networking breakfast

10:00 am

Welcome & Opening

10:15 am

Building durable data foundations: The backbone of media effectiveness

Establishing a privacy-safe, future-proof measurement infrastructure is critical for media effectiveness. Discover the essential tools, technologies, and frameworks needed to ensure data accuracy, connectivity, and longevity.

10:50 am

Smart strategies for maximum media impact: Optimising spend, targeting and performance

Optimising media performance requires the right bidding strategies, incrementality testing, and AI-driven automation. Join Merkle and dentsu experts as we delve into how businesses can leverage data, custom bidding, and predictive analytics to maximize ROI.

11:35 am

Break

Effective measurement should scale with marketing sophistication. Google and dentsu measurement experts explore a structured framework which help brands progress from basic attribution to advanced, interconnected measurement that drives strategic decision-making.

11:45 am

Unlocking measurement maturity: from siloed insights to unified intelligence

Effective measurement should scale with marketing sophistication. Google and dentsu measurement experts explore a structured framework which help brands progress from basic attribution to advanced, interconnected measurement that drives strategic decision-making.

12:30 pm

Networking lunch

Schedule

8:30 am

Networking breakfast

9:00 am

Welcome & Introduction

9:15 am

The Death Of The Double Diamond Model & The Introduction Our X3 Ignite Framework

For years, the Double Diamond has reigned as the gold standard of innovation. But in 2025, AI isn’t just a tool; it’s an architect, a collaborator, and a decision-maker. So, is this the end of the Double Diamond? Or are we simply witnessing its evolution?

Here’s the dirty secret: the Double Diamond was never designed for the speed, complexity, and exponential creativity that AI makes possible today. Innovation is no longer a tidy, two-phase journey. It’s continuous. Dynamic. Messy. To thrive, we need a new model, one built for real-time iteration, hypothesis-led exploration, and rapid expansion. In this session, discover how our X3 Ignite Framework helps brands shift from rigid problem definition to expansive, AI-powered problem-solving, and why the future of innovation demands it.

Patricia Barzotti - Director – Customer Research, Merkle

Jordan Baigent - Associate Director Digital Experience Strategy, Merkle

9:45 am

Call And Response: How To Orchestrate A Cross-channel Personalisation Strategy - In Partnership with JCB

Just like in music, cross-channel personalisation thrives on a seamless 'call and response' dynamic between brands and customers. Find out how Merkle help brands orchestrate their messaging across channels to create more meaningful experiences for customers.

Gwenno Brown - Digital Experience Director, Merkle

Alex Devine – CRO Manager, Merkle

Nichola Carter - Online Sales Digital Marketing Manager, JCB

10:15 am

Break

10:30 am

Marketing Supply Chain: The Unsung Hero of Cross-channel Personalisation - In Partnership with Optimizely

Until organisations can scale their personalised content creation, they cannot deliver personalisation at scale. Discover our how our Content Velocity framework powered by AI have helped brands respond quickly to trends and produce more campaigns across an ever-growing estate of platforms and touchpoints.

Behzad Noroozi Fotoohieh – Senior Experience Technology Consultant, Merkle

Simon Chapman, Senior Director of Partner Enablement & Solution Architecture, Optimizely

11:00 am

Crafting Connected Experiences To Build Stronger Zero & First-party Relationships - In Partnership with Kellanova

Learn about Connect X, Merkle’s new proposition that bridges the physical and digital worlds. Find out how connected packaging, in-store interactions, and out-of-home digital engagement can create a unified customer experience strategy, enabling brands to gather real-time insights, enhance personalisation, and drive deeper engagement at every stage of the journey.

Ruth Bucknell - VP, Experience Design, Merkle

Alex Jones - Digital Experience Manager, Merkle

Roisin Devine – European Digital & Social Lead: Kellogg, Pringles & Cheez IT, Kellanova

11:30 am

Turbocharge your design systems with AI & CRO

Discover how we use the X3 Ignite Framework to enhance our clients' design systems, driving both efficiency and creativity. By incorporating Conversion Rate Optimization (CRO) strategies, we gain data-driven insights into user interactions with design elements, enabling continuous testing and refinement to better align with user needs and drive higher conversions.

Sophie Hazelton – CRO Manager, Merkle

Stanley Bamu, UI Design Lead, Merkle

12 pm

The unimagined future of Customer Experience - In Partnership with JCB, Kellanova and Optimizely

The unimagined future of Customer Experience explores innovative, unexpected ways technology and personalisation will reshape how businesses engage with and delight customers.

Ruth Bucknell - VP, Experience Design, Merkle

Nichola Carter - Online Sales Digital Marketing Manager, JCB

Simon Chapman, Senior Director of Partner Enablement & Solution Architecture, Optimizely

Roisin Devine – European Digital & Social Lead: Kellogg, Pringles & Cheez IT, Kellanova

Chao Gao - Head of Experience Design, dentsu

Speakers

Jordan Baigent

Associate Director Digital Experience Strategy, Merkle

Stanley Bamu

UI Design Lead,

Merkle

Patricia Barzotti

Director – Customer Research, Merkle

Gwenno Brown

Digital Experience Director, Merkle

Ruth Bucknell

VP, Experience Design, Merkle

Nichola Carter

Online Sales Digital Marketing Manager, JCB

Alex Devine

CRO Manager, Merkle

Sophie Hazelton

CRO Manager, Merkle

Alex Jones

Digital Experience Manager, Merkle

Behzad Noroozi Fotoohieh

Senior Experience Technology Consultant, Merkle

Speakers

August Menahan

August Menahan will be speaking about their experience working as an event marketer.

Minnie Redding

Minnie Redding will be speaking about their experience as an art director and organizer of design events.

Reggie Quartz

Reggie Quartz will be speaking about their experience as marketing director.

Venue

8:30am - 12:30pm

Venue

Tag Offices, 1-5 Poland St, London, W1F 8PR

8:30am-12:30pm

Venue

Enhance your user experience and build brand equity with your design vernacular.

Speakers

Emily Brotherwood

Enterprise Sales Director, Infosum

Neil Collins

MD, Digital Analytics, Merkle

Richard Croney

Head of Ad Tech Consultancy, Merkle

George Crosby

Director - Paid Search, dentsu

Ben Gott

Data & Technology President, UK&I

Stuart Heppenstall

Director of Product Development and Innovation, dentsu

Emily Holt

Director - Analytics, Merkle

Dimi Mittev

Incrementality & Agency Measurement Lead, Google

Markus Schimske

Senior Director, Marketing Science, dentsu

Max Toulliou

VP, Customer Success, Infosum

This event is relevant for

Performance marketers

Take immediate action in-platform(s) for more efficient activation and plan for the next development in your media strategy.

Analytics specialists

Serve as an engine for marketing effectiveness by leveraging embedded capabilities in the GA4 platforms to build trustworthy, connected data.

Media strategists

Discover how the latest bidding strategies, incrementality testing strategies, and cross-channel measurement models can optimise media performance.

Leadership

Understand the future of media measurement and how a strong data-driven strategy can drive long-term business growth and competitive advantage.

Details

An introductory paragraph set in a slightly larger size can help provide a rhythm to the typography and help increase the legibility of the page.

Enhance your user experience and build brand equity with your design vernacular.

Agenda

What you can expect.

13:30-14:00

Networking coffee

14:00-14:20

Introduction: 1pd LaNDSCAPE

We'll discuss what 1st Party Data actually is and why it is imperative now more than ever to create a 1PD data activation strategy through Audiences, using our accessible Audience Maturity Framework.

Speakers:

Neil Collins (MD of Google Tech Practice | Merkle)
Aymen Tabbakha (Senior Data and Measurement Partner AM | Google)

14:20-15:00

Google Marketing Platform: Anonymous Audiences

Here we'll examine the first step on the Framework by reviewing best practice audience capabilities within the GMP platform based on user interests and sound data foundations. We'll provide a strategy for creating audiences using GA4 data which are then activated in GMP, all brought to life with customer stories.

Speakers:

Danny Smith (Senior Lead - Digital Analytics | Merkle)
Elisabeth Vila (Senior Analytics Manager | Merkle)
Richard Croney (Head of AdTech Consultancy | Merkle)

15:00-15:45

Google Cloud Platform: Unified Audiences

This section builds on the GMP foundations and capabilities and explores how to segment & customise these audiences at a granular, vast scale for more efficient targeting across GMP and beyond, especially using AI capabilities that GCP offers. We'll show the improved customer visibility and effectiveness through customer stories and a client case study with a global groceries and merchandise retailer as a guest speaker.

Speakers:

Arran Gosal (Senior Director, Engineering | Merkle)
Mandy Bath (Head of Technical AI | Merkle)

Global groceries and merchandise retailer

15:45-16:00

Break

16:00-16:40

Customer Data Platform: Orchestrated Audiences

This is the final stage in the Audience maturity framework and will walk us through the power of audience orchestration with CDPs, especially using the rich Audiences built in GCP in the previous section. We'll introduce CDPs as a concept before a guest speaker from the CDP provider Bloomreach will demonstrate how this actually works in-platform and how to take action. We'll wrap up with a Case Study to illustrate the campaign effectiveness transformation for London North Eastern Railway using Bloomreach, plus their future potential with the platform and 1PD.

Speakers:

Petar Lafchiev (Head of Martech Solution Consulting | Merkle)

Chris Williams (Channel Partnerships Team Lead | Bloomreach)
Tom Arnold (Client Partner | Merkle)

16:40-16:55

Future of Audiences

After exploring transformative actions we can take right now in the previous sections, we'll also look at the direction of travel for Audiences, 1PD and the industry in general with a Data, Measurement and Analytics lead from Google. This should serve as perfect content for 2025 strategy planning and discussions.

Speaker:

Amelia Michael (Data, Measurement & Analytics Lead | Merkle)

16:55-17:00

Taking action

We'll reiterate all the next steps and actions to take that were covered in the previous sections to enable you to take action immediately regardless of where you are in your 1PD and audiences journey.

Speaker:

Neil Collins (MD of Google Tech Practice | Merkle)

17:00-17:15

Q&A

All our speakers will be available to take any questions in a live Q&A.

17:15-18:30

Drinks & nibbles

Speakers

Frederick Wilson

Frederick Wilson will be speaking about their experience working as a freelance journalist.

Alex Druckrey

Alex Druckrey will be speaking about their experience as a designer and organizer of design events.

Watch

View the highlights from our previous event: Spring into AI

Frequently Asked Questions

On what date does the event take place?

The event is scheduled for Wednesday, May 31, 2024.

Where is the event being hosted?

The event will take place in Vancouver, British Columbia, Canada.

Who is invited to the event?

Anyone who is interested in leveraging design to build brand equity is invited to the event.

This isn't one you'll want to miss.

register now