WiderFunnel Exclusive Breakfast

December 3, 2019
8:00 a.m. – 10:30 a.m. ET

Free: Invitation only
(in TIFF Bell Lightbox Building)
350 King Street West, 6th Floor
Toronto, ON, M5V 3X5
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Your shoppers don’t buy rationally. They buy with their emotions and then justify their purchase rationally. Often, people don't even know why they act as they do.

Understanding the primitive, subconscious motivations that drive your customers to buy is no simple task. But, it's worth the effort. The business leader who can tap into and harness those motivations will tap into their customers' deepest desires.

In this session, experimentation pioneer Chris Goward will demonstrate Behavioural Science frameworks, with case study examples that you can use to uncover the "why" behind your shoppers’ buying behaviour.

You’ll learn

  • How to market to your shopper’s emotional drivers, rather than just functional needs
  • How to create more impactful experiments that uncover insights about your shoppers’ motivations
  • A tactical understanding of how to optimize your entire funnel and increase customer loyalty, including ideas for imagery, copywriting, and flow


8:00 AM
Registration & Networking Breakfast
8:30 AM
Opening Remarks
8:40 AM
Using Behavioural Science to Understand your Customers' Emotional Needs

Cecelia TamezCecelia Tamez
Chief Strategy Officer

Cecilia joined XE.com in 2004, when the company comprised five people. She played an integral part in the growth of the company, leading to a 2015 acquisition by Euronet Worldwide, an industry leader in processing secure electronic financial transactions. She now serves as Chief Strategy Officer for Euronet’s Money Transfer Division. Cecilia has held a variety of roles, including marketing and strategy. Her strong passion for data and how it can transform business culture led her to the development of a strategic data function. Along with an amazing band of data wizards, she and her team created a cutting-edge Data Science programme that supports a real-time, event driven, and customer-centric data platform. Leveraging privacy-by-design from inception, the programme has successfully operationalized Machine Learning to deliver intelligent automation. When she isn’t glued to a screen, Cecilia spends time volunteering, travelling, exploring great food, and playing the ukulele.

Chris Goward
Founder & CEO

When companies like Google, IBM, HP, The Motley Fool and 1-800 Flowers want to improve their business results, they call Chris Goward. Chris founded WiderFunnel with the belief that evidence-based decisions get better results. He is the brain behind the LIFT Model, PIE Framework, and Infinity Optimization Process, growth frameworks that consistently lift results for leading enterprises. He wrote the book, "You Should Test That!,” which redefined conversion rate optimization and has spoken at 300+ events globally, showing how to create dramatic business improvements. You should sign up for his blog at WiderFunnel.com/blog

9:15 AM
Panel Discussion: Discussing the current market trends and pain points within experimentation community

Chris Goward
Founder & CEO

Join our panelist for a lively discussion on the current trends and common pain points for companies within the experimentation community.

You’ll learn:

  • Current trends within the experimentation space
  • Common issues that businesses are facing in today’s market
  • How to scale your experimentation programs
10:00 AM
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