EPP Global Pricing
and Revenue Management Forum 2025
Program
Innovative Pricing: Cross-Industry Insights
2024 Program
2-day training
12 November 2024
Economic Value Modeling
Strategies & Tactics for Pricing Excellence
FORUM WORKSHOPS
13 November 2024
12:00 - 13:00 - Welcome Light Lunch
13:00 - 14:00
WORKSHOP 1 - LEVERAGING VIRTUAL SHOPPER INSIGHTS FOR OPTIMIZING YOUR PRODUCT PORTFOLIO
- Discover how Virtual Shopper are used to accurately simulate shopper behavior and optimize your product portfolio.
- Understand why traditional solutions often falls short and how AI-driven insights fill the gap.
- Learn from real-world examples how to boost portfolio prediction accuracy, speed, and increase profitability with AI.
Ingo Reinhardt – Founder and Managing Director – Buynomics
14:10 - 15:10
WORKSHOP 2 - BOOST PROFITS WITH LOW-CARBON STRATEGIES: A HANDS-ON APPROACH
- From Carbon to Cash: Explore how a structured approach can help monetize low carbon offers and increase profitability.
- Success Stories: Learn from top manufacturers turning carbon challenges into revenue growth.
- Apply: adapt the approach to your company’s specific context.
Olivier Dallemagne – Owner & Managing Partner – Resilient Growth Consultants
15:10 - 15:30 - Coffee break
15:30 - 16:30
WORKSHOP 3 - UNDER THE HOOD OF GENERATIVE AI: WHAT PRICERS, ANALYSTS, AND REVENUE MANAGERS REALLY NEED TO KNOW ABOUT GENAI
The capacity of Generative AI (GenAI) to generate code, debug programs, and recommend pricing strategies poses both opportunities and threats for pricing and revenue management (RM) professionals. So what do you really need to know about GenAI?
This deep dive workshop is not going to tell you anythings you already know about GenAI or how to write effective prompts to your analysis or coding problems. Instead, we’ll show you how LLMs work, how they are trained, and why they hallucinate. And despite the hallucinatory nature of all GenAI, we’ll provide a practical technique to use ChatGPT safely and productively in the enterprise setting.
Beyond ChatGPT, we’ll reveal the magic behind GenAI’s creative power and explore its potential and limitations. While GenAI’s inadequacy can be augmented by traditional analytic AI, GenAI is addressing this problem through plug-ins and code generation (CodeGen). We will explore the CodeGen use case and examine how enterprises are using CodeGen tools today. Most importantly, we’ll discuss its implications on the future of pricing and RM.
Michael Wu – Chief AI Strategist – PROS
16:40 - 17:40
WORKSHOP 4 - NAVIGATING INFLATION AND COST PRESSURES
- Harnessing Advanced Analytics:Discover how advanced pricing analytics can mitigate the effects of inflation and supply chain disruptions on your pricing strategies.
- Identifying Cost Drivers:Learn to pinpoint cost drivers and forecast future pricing pressures, enabling proactive adjustments to your pricing models.
- Data-Driven Pricing Models:Gain actionable insights into leveraging data to develop flexible pricing strategies that maintain profitability while addressing customer sensitivity to price changes.
- Addressing Challenges: Identify and overcome common obstacles related to inflation-driven cost pressures, equipping your organization with practical solutions for navigating today’s market complexities.
Michael Stanisz – Partner – Revenue Management Labs
18:00 - 19:00
NETWORKING DRINKS
Join us to unwind, network, and enjoy great conversations over drinks!
FORUM DAY - 1
14 November 2024
08:00
WELCOME COFFEE AND REGISTRATION
08:30
WELCOME
Welcome by Pol Vanaerde – President – EPP Pricing Platform
08:40
CHAIRPERSON OPENING REMARKS
Chairperson Opening Remarks – Chad Crowell – Pricing Independent Expert
SESSION 1:
RGM - Strategic RGM Mastery: Winning the Game of Growth
09:00
Mastering Mix Management: Unleashing Revenue and Profitability Potential
Cantekin Unlu – Head of RGM and Transformation – Unilever
09:25
Strategic RGM vs. Tactical Interventions
David Langkamp – Managing Director and Partner – BCG
09:50
Management and how to use it to steer Sales and Pricing Performance
Thomas Lorang – Head Margin Management and Commercial Controlling – Pfleiderer Group
10:15
Coffee Break – be back in 25 minutes!
Session 2:
INNOVATION AND AI - PRICING REIMAGINED: CRAFTING THE TRANSFORMATIVE CUSTOMER EXPERIENCE, AI's REVOLUTIONARY ROLE FROM DATA TO DEALS
10:40
Empowering Sales with Price Guidance and AI
Mehrdad Moslemi – Senior Solution Advisor – Vistex
11:05
Driving Commercial Success with Smart Pricing and Low-Carbon Leadership - Key Insights
Olivier Dallemagne – Owner & Managing Partner – Resilient Growth Consultants
11:30
Profitable Growth With Pricing Semi-Automations
Karol Kuhl – Director Pricing, Analytics & BI – Sixt Ride
11:55
Using next level A.I. technologies to boost negotiation outcomes
Gianclaudio Floria – CEO – Pharmsight Gmbh
12:20
“Ask Me About” Lunch & Networking – Be back in 60 minutes!
13:20
AI’s Best Response Uncertainties: Pricing With Big Data
Michael Wu – Chief AI Strategist – PROS
BREAKOUTs:
13:45
BREAKOUT 1
Don’t look back in anger – the folly of pricing based solely on historical data
Andy O’Brien – Pricing Director FMCG and Retail – Epic Conjoint
BREAKOUT 2
The Alchemy of AI: Transforming Numbers into Gold
Marcus Demmelmair – Head of Pricing & Commercial Excellence – Horváth
14:15
Dynamic Pricing in Transportation · The relevance of demand forecasting
Giovanni Madau – Head of Pricing, Revenue and Commercial Distribution – Itabus
14:40
Coffee Break– be back in 25 minutes!
Session 3:
ANALYTICS - DECODING DOLLARS: THE ADVANCED ANALYTICAL EDGE IN PRICING PRECISION
15:05
Behavioral Pricing - Getting to GRIPS with Discount Management
Prof. Dr. Florian Bauer – Managing Director – Accenture
15:30
Transparency in Pricing Algorithms
Pedro Piccoli – Head of Pricing and Traffic Monetization – Omio
16:00
Roundtable Discussions
· ROUNDTABLE 1: Redistributing Demand through Cheaper Fares | MODERATOR: Noor van den Hurk – Product Owner Pricing and Revenue Management – Nederlandse Spoorwegen
· ROUNDTABLE 2: Real-Time Pricing Adjustments | MODERATOR: Pedro Piccoli – Head of Pricing and Traffic Monetization – OMIO
· ROUNDTABLE 3: Tech-driven Value Based Pricing | MODERATOR: Gianclaudio Floria – CEO Pharmsight GmbH
· ROUNDTABLE 4: Leveraging Technology for Advanced Pricing Strategies or The Rise of Subscription Models | MODERATOR: Laura Rathjen – Head of Global Pricing – Festo
· ROUNDTABLE 5: Personalization at Scale with AI | MODERATOR: Steven Sabet – Pricing & Commercial Expert – Independent Expert
16:50
Wrap up Day 1
19:00
NETWORKING DINNER
An exclusive Networking Dinner, offering the perfect opportunity for industry leaders to spark collaborations, exchange insights, and enjoy world-class cuisine in a stunning Amsterdam location.
19:00 - Welcome drink reception with breathtaking views at the Sky Bar
19:30 - Connect with peers over delicious dishes at the impressive Restaurant FIVE
FORUM - DAY 2
15 November 2024
08:00
Welcome Coffee
08:30
Welcome by Pol Vanaerde
08:40
Opening Remarks by Chair Steve Laborda - CEO - Valuebizbooster
08:50
Regulatory Rundown – What you need to know for the coming year
Kristof Boodts – Commercial Strategy & Analytics Leader – Deloitte
SESSION 4:
DYNAMIC PRICING - Real-Time Dynamic Pricing Strategies to Gain Competitive Advantage
09:15
Hyper-Precision vs. Massive Scale: Challenges of Data-Driven Dynamic Pricing in the Circular Economy
Sebastian Schwarz – Senior data analyst – rebuy recommerce GmbH
Selim Dal – Senior Commercial Analyst – rebuy recommerce GmbH
09:40
Real-Time Pricing Strategies for Travel and Hospitality:
Dalina Leonor – Commercial Strategy Director – jumbOnline
10:05
Open Session – AMA
10:30
Coffee Break – Be back in 25 minutes!
Session 5:
PRICE ELASTICITY - ADVANCED SEGMENTATION & PRICE ELASTICITY STRATEGIES FOR MARKET MASTERY
10:55
Growth or Margins? How to exploit demand elasticity to solve the oldest pricing dilemma
Riccardo Vetrugno – Revenue Director – Exoticca
11:20
The Pricing Paradox: Revealing Revenue Opportunities in Complexity
Steven Sabet – Pricing & Commercial Expert – Independent Expert
11:45
BREAKOUT 5
Unlocking Pricing Success: The Six Pillars of Excellence
Michael Stanisz – Partner – Revenue Management Labs
Avy Punwasee – Partner – Revenue Management Labs
BREAKOUT 6
Value Pricing is Useless
Steve Laborda – CEO – Valuebizbooster
12:15
Lunch & Networking – Be back in 60 minutes
13:30
Centralizing the Pricing Function for Better Price Guidance
Michael Bartels – Pricing Manager – Keller & Kalmbach
13:55
Pricing Secondhand Goods: How can brands build a profitable resale business?
Neelkamal Biswas – Founder – Circlestack
Session 7:
GTM - INNOVATING MARKET ACCESS & GTM
14:20
How NS is using dynamic pricing to transform railway travel?
Marius van Heesewijk – Revenue Manager – Nederlandse Spoorwegen
Jan-Willem Traas – Revenue Manager – Nederlandse Spoorwegen
14:45
Coffee Break – be back in 25 minutes!
15:10
The B2B Manufacturing E-Commerce Journey: Balancing Custom Pricing and Customer Service
Henar Alonso Espinaco – Global Pricing Lead – Sibelco Group
15:35
Strategies for Unique Competitive Pricing: Combining the Decoy Effect and De-Contenting
Sebastian Maurus – Pricing Manager and Lecturer – University of Applied Sciences Vorarlberg
Kimberly Haller – Marketing Business Development Manager – Heim Metallbau