ENLIGHTEN – THE DATA DRIVEN MARKETING SUMMIT
This event is your gateway to mastering the latest in Data, Martech, Analytics, and Campaigns.
Join us on 11 June 2026
RSA House, 8 John Adam St, London WC2N 6EZ
More than just a marketing summit, #Enlighten is where a community of enthusiastic data professionals come together to learn from one another.
It’s where you get to hear the success and, more importantly, the learnings of brands facing the same issues as you. It’s where CRM excellence begins.
Watch the Enlighten 2026 announcement videos
Enlighten Agenda
Order of speakers is subject to change before the event
10am – 10:30am
Arrival time for attendees to Enlighten
10:30 am – 11:15 am
Building fan loyalty in sports marketing
Karen Dumbrell (Arsenal FC, Virgin Atlantic)
Karen Dumbrell brings her skills to the table to talk about the unique challenges of marketing to that most unique of customer groups – sports fans. Loyalty takes on a special meaning when it comes to a club’s fan base.
Hear what loyalty means at a top tier football club, how to measure it and how to use it to drive commercial success.
11:15 am – 12 pm
Bringing the customer into focus
Matt Royal and Alice Bassett Cross (MPB)
MPB is the world’s largest online platform specialising in used photography and videography equipment, with a passionate customer base across the globe.
They’ve just earned a spot on the 2025 FT1000: Europe’s Fastest Growing Companies list for the fifth consecutive year – a milestone only eight other companies have achieved.
Hear how Matt and Alice championed the company’s SCV and used it to manage and grow their dual customer base of both buyers and sellers. From bringing all their data streams into the SCV, to giving agents live access customer profiles while interacting with them, to trialling incentives to change behaviour, this session is sure to give you some new ideas and help avoid some common pitfalls.
Break
12:15 pm – 1 pm
Making Data Speak
Kate Williams (R-cubed)
In this session, Kate presents a case study that looks at the challenges facing a business that, despite ongoing success, knew very little about their diverse customer base.
Discover the route to embarking on a programme of data transformation, from understanding your customer base to developing the right strategies for the right customers.
From instant wins to long term gain, it’s all here.
Lunch
2 pm – 3 pm
Brand v performance marketing v CRM
Panel Discussion
Our panel discusses who’s the top dog in marketing. Brand? Performance marketing? Or CRM?
Is brand marketing unfairly dismissed for not being sufficiently measurable? Does performance marketing get overlooked because it’s not sexy like a great TV ad? Is CRM purely the reserve of the marketing nerds? And which way does your CMO lean?
Or is the answer that AI has changed the game? If AI is amplifying what people are saying about you, does your brand or your marketing even matter any more?
Join the session for reasoned arguments, interjections and violent disagreement!
3 pm – 3:45 pm
Success in data – then, now and tomorrow
Kinnari Ladha (Travelodge Hotels)
Kinnari has had a glittering career in data analytics, with over 20 years experience across some of the biggest brands, both agency and client-side. With roles at the likes of TUI, Dunhumby and Merlin Entertainments, she has a wealth of knowledge to share on building a career in data and analytics.
She has been named in the DataIQ Top 100 leaders in data for seven consecutive years and recognised as one of the Top 20 Women in Data and Tech, don’t miss this chance to hear Kinnari’s story, as she shares her journey and the evolution of data leadership and some of the key learnings that helped her and explore how to bridge the gap between the world of data and the commercial realities of the business.
3:45 pm – 4 pm
Closing with Daniel Guest
Where is Enlighten London 2026?
Enlighten London is taking place at RSA House, 8 John Adam St, London WC2N 6EZ
To arrive by train (suggested) Charing Cross is the closest National Rail and Underground station.
Other stations close by include Embankment, Temple and Covent Garden
Nominate a Rising Star in your Team
Do you have an upcoming star in your team who you think is worthy of recognition?
This is a great chance to recognise your team members, so get your nominations in today and they could be receiving our Rising Star Award at Enlighten.
Learn from past Enlighten talks
Sam Cozens – Transforming data capability to deliver customer-first strategy
A highly personalised approach to customer comms.
Winning the Hearts & Minds to implement a “less is more” CRM strategy.
What ChatGPT won’t tell you about loyalty
Moving from a localised network to a data-driven mindset after 160 years of trading.
Virgin Atlantic Real Time Marketing Case Study
Enlighten Panel Discussion: How to Sell Data to the Boardroom
Andy Dellbridge, Iain Pringle, James Alty and Jon Cartlidge
Enlighten Panel Discussion: Future of CRM
Karen Dumbrell, Kate Williams, Phil Barker and James Alty
Previous Enlighten Presentations
Furness Building Society
Moving from a localised network to a data-driven mindset after 160 years of trading.
Furness Building Society has a long and proud history. Founded almost 160 years ago, they served their local community with a branch network and largely through face-to-face contact. While individual branch staff knew their members well, this detailed understanding didn’t exist within any kind of accessible database. As Furness expanded to have a national reach, it became apparent that this needed to change. That’s when they asked R-cubed to help.
We brought all their disparate data into one place and then set about a deep dive into their members – who they were, what they bought, their behaviours and most importantly, what they were likely to do in the future. The power of this new knowledge would not only help provide a blueprint for the future, but even more critically, helped to make data a boardroom topic.
Goodwood
A highly personalised approach to customer comms.
Goodwood is an internationally renowned sporting estate and is home to flagship events such as the world-famous Festival of Speed, Goodwood Revival and Qatar Goodwood Festival. With so many different business areas, they were in danger of over-whelming the customer with a barrage of communications.
New World Loyalty
What ChatGPT won’t tell you about loyalty.
Guest speaker Iain Pringle reflected on three decades in the loyalty industry, drawing on experience that ranged from launching major coalition programmes to advising global brands on how to fix or rethink their customer strategies. His session explored the gap between what AI could outline in theory and what only real‑world practice had revealed.
While tools like ChatGPT could list the standard components of a loyalty programme, Iain showed that the reality was far more complex. Using case studies from retail, energy and aviation, he demonstrated that loyalty did work when programmes balanced ease, value and continuous evolution. Iain explained through data the true impact of loyalty on market share, highlighted why many schemes failed through poor design or over‑engineering, and explained the importance of driving genuine incremental behaviour rather than rewarding spend that would have happened anyway.
Panel Discussion
How do you sell data to the boardroom?
You’ve got a great team. You’ve got the strategic thinking. And you’ve got the plans to deliver for the business. But no-one on the board understands data and you can’t get the support or investment you need. So what do you do?
Hear our panel of experts provide insight and guidance to overcoming a very common, but seemingly insurmountable, problem. And get ready to share your own views – whether that’s a problem or a solution!
