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PCMA Knowledge Exchange & Belfast Familiarisation Trip

February 6, 2020February 7, 2020


A unique opportunity that combines education, networking and a familiarization trip. Transportation and housing will be sponsored by Visit Belfast and ICC Belfast.

Understanding the Role Events Play in Your Marketing Mix

09:00-noon, 7 Feb. (followed by lunch)

Hear how data is essential to gaining a better understanding of your audience and the role events play in your organization’s growth strategy. Maren Wendt and Uwe Kohlmann will present an SAP case study on the impact business events play within her company’s marketing mix. Then, discuss how you can enhance your attendee experience with data-driven decision making. COST: Free

Learner Outcomes:

  • Re-examine the role your event plays within your marketing strategy.
  • Leverage data from your various audience touch points to create holistic, consistent brand experiences.
  • Re-think how you manage and communicate the constant cascade of data with internal teams to make timely business decisions.

Speaker: Maren Wendt

Maren Wendt is the Content Strategy and Delivery Director for SAPPHIRE NOW at SAP and also supports several other events. Since 2007 she has been working for SAP in various local, regional and global marketing roles focusing on audience marketing, marketing programs, campaign execution, marketing planning and events. All her roles involved leveraging data to be more effective and build a better marketing experience. Before joining SAP, Maren worked as a Regional Account Manager at OgilvyOne worldwide. Across her career she gained international experience in Australia, France, South Korea and Singapore.

Uwe kohlmann Headshot

Speaker: Uwe Kohlmann

Uwe Kohlmann has been working since more than 20 years in the area of data science and survey research. Starting in academic research (focusing on vocational training in an international context) he used his experience in cross-cultural research and applied statistics to switch to Customer Research for Lufthansa German Airlines. Since 13 years Uwe Kohlmann works for SAP, first in the role as Data Scientist for EMEA Marketing, developing models to improve efficiency of marketing campaigns, and since 5 years being responsible for Event Measurement in SAP Global Marketing.

Uwe lives near the SAP Headquarters in Walldorf, Germany. He has 2 adult children, which now leave enough leisure time to explore – together with his wife – the rivers and coasts of the whole wide world by kayak.

Other activities during the 6-7 Feb. familarization trip include:

  • Dinner at the award-winning Hadskis restaurant.
  • Tour of Titanic Belfast, an interactive experience of the RMS Titanic which was built in Belfast.
  • Hotel tours.

ICC Belfast and Visit Belfast will organize one-day familiarization trips following this Knowledge Exchange. The first 15 confirmed registrants traveling from mainland U.K. will receive free airfare and 1-night accommodation. (Eligibility conditions apply.) Complete the form below with your interest.


February 6, 2020
February 7, 2020
Event Categories:
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ICC Belfast
2 Lanyon Place
Belfast, Northern Ireland BT1 3WH United Kingdom