MarTech - Potentials, Reality and Challenges

  • TYPE: Combined Session DATE: Thursday, September 26, 2019 TIME: 14:30-15:30 LOCATION: Emerald 3


Improving customer experience is an essential aspect of staying ahead of the market. A Walker survey predicted that by 2020, customer experience will be the key brand differentiator over product and price. According to Econsultancy and Adobe, great customer experience can best be achieved with technology. Evidently, marketing and engineering need to work together, yet there is often a disconnection between the two.

Marketing departments don’t always understand important elements of engineering that contribute to a great customer experience (e.g., peak loads, API performance, and latency). On the other hand, engineering teams are eager to work with elegant technology, but they neither understand nor care about customer experience like conversion rates and nurture programs, and customer satisfaction.

The two departments need to collaborate in order to leverage technology and achieve greater CX. As the organization’s leader, see that Engineering understands how they contribute to CX and allow them to gain ownership. Secondly, help Marketing see how collaborating with Engineering can contribute to better CX. There should be mutual respect and appreciation between Marketing and Engineering where they celebrate success and analyze problems together. Lastly, use data as the main language between Marketing and Engineering. The age of digitalization equips Marketing with abundant amount of data. Encourage Marketing to use this to communicate with Engineering. In order for organizations to optimize customer service, leaders need to create a steady bridge between Marketing and Engineering.

Key takeaways:


Takeaway for Executives: One of the greatest ways to improve your customer experience is by creating a collaborative relationship between your marketing and engineering teams.

Takeaway for Marketing: Customer experience is not just about UX and UI but underlying engineering and thus, a strong collaboration with Engineering is necessary.

Takeaway for Engineering: Engineering should understand that the definition of advanced, sophisticated technology is one that delivers excellent customer experience.


As the CEO and Co-founder of LoginRadius, Rakesh spends most of his time at the Vancouver Headquarters in Canada, seeking gaps and problems in customer identity management. Rakesh greatly values meeting security and data privacy needs for both organizations and users. He enjoys working closely...

Account takeover (ATO) attacks are skyrocketing. In fact, a recent analysis by iovation found a 220% increase in ATO e-commerce attacks - dramatically outpacing other fraud types. There is no doubt that an ATO attack can cause serious friction with your good customers and leave them incredibly frustrated. It also leaves your business exposed to fraud. Although many still think of ATO as just a “front door problem” (at login), companies may be better served leaving that door open and fighting fraud where risk occurs, e.g. during account changes, adding lines of credit and even calls to the call center.

Key takeaways:


- The variety of ways criminals are taking over accounts.
- Where strong customer authentication is needed to stop ATO and why at login isn’t the best place to use strong customer authentication.
- How to not to compromise user experience for ATO security on mobile apps.
- Why explicit customer approval of transactions is the next step beyond simple customer notifications.


Tim is a Director at Boku Identity leading the go-to-market strategy and product positioning for the newly formed company. Prior to joining Boku he lead risk and fraud strategy at AT&T for over 15 years where he worked to develop an omni-channel risk engine based on machine learning that...

Scott Olson is a vice president at iovation, a TransUnion Company. In this role, Olson leads efforts that focus on strategy, go to market and positioning of the product portfolio. Prior to joining iovation, he founded three businesses and served as vice president at two others that were...

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Session Links

Seattle, USA


Consumer Identity World USA 2019

Registration fee:
€1200.00 $1500.00 S$1920.00 13200.00 kr
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Contact person:

Ms. Lauren Zuber
+49 211 23707725
  • Sep 25 - 27, 2019 Seattle, USA