Beyond the Split: Rethinking How We Understand and Act on Customer Behaviour
21st October | Malaysia
Beyond the Split: Rethinking How We Understand and Act on Customer Behaviour
WHAT IS A MARTECH HUDDLE?
It is an initiative by Martechvibe in association with Wingify.
Martech Huddle is specially designed to engage marketing, technology, and marketing leaders who have revolutionised brands by using technology as a catalyst. It focuses on a group of carefully selected industry stalwarts, bringing them together to participate in an exclusive closed-door session. The selected professionals bring a variety of viewpoints, experiences, and domain expertise, but they all share the vision of transforming businesses by enhancing the customer experience while utilising technology and new digital methods. The huddle encourages open discussions among peers, resulting in a better strategy roadmap for organisations. In the age of building peer exchange resources, these gatherings form a community of like-minded business leaders working to explore insights, ideas and best practices.
ABOUT THIS EDITION:
A/B testing has been a cornerstone of digital optimisation for over two decades. But as customer journeys grow more complex and the expectations placed on analytics teams intensify, the limitations of traditional split-testing are becoming harder to ignore. Knowing that users dropped off is no longer sufficient; the more consequential question is why, and what should have happened differently in that moment.
Static analytics can tell you where a journey broke down. They cannot tell you what a customer was feeling, hesitating over, or looking for when they left. In markets across Southeast Asia, where digital adoption is accelerating and consumer expectations are shifting rapidly, that gap between surface-level data and genuine behavioural understanding is where growth is being lost, and where the next generation of analytics approaches is beginning to emerge.
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