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Virtual Coffee Talk

Come visit our virtual lobby and connect with fellow attendees before the event begins. You can chat, video and even make a list of the people you want to meet and knowledge you’re looking to gain through our bespoke 1:1 match-making services.

Virtual Event Opening

Casey Buhler, Director of Content and Experience, Momentum Events

Embracing the Art and Science of Analytics to Promote Creativity and Engage the Business

Data never tells the whole story. Simply getting caught up in the numbers can lead to missed opportunities for proving marketing effectiveness and lack of engagement from the business. Context is crucially important. The real insights will come when you look beyond the numbers and create a balance between creativity and analytics.

  • Context, context, context-move beyond the numbers to explain what the numbers are, and are not, allowing you to provide a 360-degree view of your marketing strategy
  • Learn how to combine right and left brain thinking to move from insights into action and cultivate engagement not just from your customer base but also internally
Ali Frost, Chief Marketing Officer, PopStroke Entertainment Group

Panel Session: Perspectives from Organizations Large and Small: Explore the Unique Approaches to Operationalizing Analytics to Drive Customer Growth with Varying Degrees of Resources and Budget

One size does not fit all. Every organization is different, and the way that they may approach marketing effectiveness will vary based upon their unique resources and culture.  Many organizations still struggle with operationalizing analytics to derive the most value from data due to a lack of a structured process for navigating their limited or constrained budget and internal engagement with the different business units. Join the discussion to:

  • Benefit from the different perspectives of the panelists as they detail how they have enhanced marketing effectiveness in their individual companies to come away with a new approach to the same problem
  • Explore the different team structures for you to get a better understanding of the internal structures of different departments
  • Uncover best practices in relation to stakeholder mapping to find new ways of fostering internal collaboration and engagement
Panelists: Carla Borsoi, Head of Marketing, Beddr

Jessica Bundy, Consumer Insight Manager, Disney Parks, Experiences, & Products, The Walt Disney Company

Margarita Grisales, Director, Measurement, Analytics & Insights, Golf Channel

Michael Ter Mors, Director, Digital Marketing, 1-800-PACK-RAT

Research Spotlight: Practices and Rules to Adapting to a Leaner Data Environment

What do privacy legislation such as CCPA and GDPR mean for the data environment? What will be the impact on media allocation in MTA models given anticipated changes in the availability of identity data? One of the Advertising Research Foundation’s (ARF) working groups conducted an experiment to address these issues and put forward recommended practices and rules of thumb in adapting to the new potentially data-leaner environment. Paul Donato, Chief Research Officer at the ARF, shares results.

Paul Donato, Chief Research Officer, Advertising Research Foundation (ARF)

Morning Break

Come visit our virtual lobby and connect with fellow attendees. You can chat, video and even make a list of the people you want to meet and knowledge you’re looking to gain through our bespoke 1:1 match-making services.

The Power of Visualization and Storytelling to Turn Data into Actionable Outcomes

Today, data is available to allow marketers to move away from traditional metrics of measurement, such as clicks, engagement, and towards more meaningful measurement of success, such as quality of leads and closed deals. While it is important to capture and analyze data, it is critical to then communicate those data insights to lead to actionable outcomes, both internally to justify marketing spend and achieve engagement from the highest levels of the organization, but also externally to better engage with your customers. During this session:

  • Uncover the foundational principles of storytelling and visualization to gain an understanding of the best ways to utilize these practices to engage and inspire your internal and external audience
  • Learn how to move from complex, data rich reports, to relevant data storytelling that connects to your audience on a deep and personal level
Jennifer Brett, Ph.D, Head of North American Insights, Marketing Solutions, LinkedIn

Panel: Achieving the Holy Grail of Digital Experiences to Drive Retention, Loyalty and Personalization at Every Touch Point

Today there is a new online economy. The online customer pays with attention to a website and from that attention the company gains data. Building compelling experiences or stories to capture that attention with lead to higher quality data that will turn digital experience into insights. At the intersection of market data, customer data and sales data you will find the true measurement of marketing effectiveness. During this session the presenters will share what can be done to retool your website to create deeper engagements with your customers. Included in the discussion will be:

  • Build transparency into your online presence to deliver what your customers truly need and want
  • Bridge the gap between the advanced analytical and channel marketer to convey the downstream impact
  • Learn how to leverage current technologies as an enabler to differentiating your brand
  • Create an immersive and valuable experience for your customers to drive keep engagement and sustainable loyalty


Panelists:
Aleen Hosdaghian, Senior Director Marketing, Sun Pharma
Daniel Gremmell, Head of Data, PolicyGenius
Neil Moree, Director of Digital Analytics, LendingTree

Day One Concludes

Virtual Coffee Break

Come visit our virtual lobby and connect with fellow attendees. You can chat, video and even make a list of the people you want to meet and knowledge you’re looking to gain through our bespoke 1:1 match-making services.

Virtual Event Opening

Casey Buhler, Director of Content and Experience, Momentum Events

Panel Discussion: Agility and Creativity as a Driving Force to Ensure Certainty in a Time of Unprecedented Uncertainty

Throughout the globe 2020 was characterized by unprecedented uncertainty and shaped many organizations in ways they never imagined. Agility quickly became a competitive advantage more so than anyone could have ever imagined. During this session we will take a close look at what we have learned from the COVID-19 crisis. The panelists will share real examples of how they were able to quickly pivot to adjust to our new normal and what practices did they put in place to ensure they are reaching their customers in a relevant and timely way. Included in the discussion will be:

  • Hindsight being 20/20-from a marketing perspective, what could you have done differently to better prepare or what systems did you have in place to adapt
  • How agility and creativity paved the way to quickly adjust campaigns to the current conditions and new customer requirements
  • When budgets are tighter than before, how do you make sure that you can utilize data effectively to make adjustments and pivot limited budget dollars
  • Explore the ways the panelists adjusted their marketing measurement strategies to ensure they are capturing opportunities to support the business in a holistic and effective way
  • How can you use this time of great uncertainty to be an effective change agent in the modern tech landscape effectively being able to couple new technologies with data and analytics needs to enhance the customer experience
Panelists:
Swathi, Annamalai, Director, Marketing Analytics, Patelco Credit Union Ivonne Kinser, Head of Digital Marketing & E-Commerce, Avocados from Mexico

Multi-Channel Attribution-Move Beyond the Silo to Take a Holistic Look at Marketing Effectiveness

Today’s need for accurate measurements has never been greater and challenging due to the increased focus on data privacy coupled with the need to engage with customers on a deeper level. Traditional measurement strategies can lead to an organization making the wrong decisions based on an incomplete view of the customer. Advanced measurement tools such as multi-touch attribution and media mix modeling can help to take a more holistic view of the overall marketing organization and help to make more informed decisions. During this session:

  • Take a detailed look at multi-touch attribution and media mix modeling measurement techniques to see how this can benefit your organization
  • Uncover the ways to utilize these tools to better identify which offers will resonate with which customers and at which time to increase customer frequency and engagement, and ultimately creating a customer centered marketing strategy that drives profit


Dan Keir, Executive Director - Movers, Campaign Strategy & Analytics, Comcast
Cameron Hosmer, Senior Director Marketing Strategy & Planning, Comcast

Best in Class Email Marketing to Drive Personalization, Loyalty and Trust in a Privacy-First Era

Marketers are increasingly faced with customer demands for a higher degree of relevance and personalization but those demands are in opposition with increased rules and regulations relating to how data is used. One thing is for certain, customers require personalization and that personalization will drive growth and increased loyalty. During this session:

  • Rethink your current strategies to deliver increased personalization and relevance.
  • Explore how brands are focusing their efforts to drive deeper engagement and connection with the customers
  • Dive into the tactics of how dynamic content and segmentation can increase the productivity of your marketing communication.


Neil O’Keefe, Vice President, Enterprise CRM & Loyalty, 1-800 Flowers

Afternoon Virtual Coffee Break

Come visit our virtual lobby and connect with fellow attendees. You can chat, video and even make a list of the people you want to meet and knowledge you’re looking to gain through our bespoke 1:1 match-making services. 

Optimizing Marketing Workflow with AI & Automation

At the core of many successful campaigns is a powerful and visual experience that captures attention and is highly engaging. Campaigns like these require a lot of work, skill, and coordination by digital marketers, brand managers, content owners, and often agencies. Teams need to be vigilant in finding ways to improve their workflow and deliver measurable outcomes that are driving business objectives. Can human intelligence and AI work together to bridge the gap between efficient workflows and generating real business value? This session will debate the current state of the marketing workflow and the role of AI in optimizing and automating the process for developing creative content.

Disha Harjani, Director of Product Partnerships, Shutterstock

Build and Maintain a Highly Effective and Insights Driven Analytics Team

Collecting data is not enough, you need a team that can turn that data into actionable insights for the organization as a whole.  Cultivating deep analytical bench strength is a challenge to ensure you have the right team in place to achieve the results you need. You also need a team that is capable of maintaining a balance of being collaborate with other areas of the organization while also driving accountability. During this session:

  • Strike a balance by learning how today’s marketers can be more proficient and data savvy and how data scientists can work to better communicate what the data actually means in a way that resonates with the marketers needs.  
  • Since the foundation of marketing analytics is to evaluate marketing performance how can you effectively evaluate the performance of the individuals responsible for measuring performance of others
  • Create a more cohesive balance within your organization and collaborate to bring more value and insights to the business.
Doug Bennett, Senior Managing Director, A&G Real Estate Partners

Data and Analytics to Drive Innovative Products and Services

Data and analytics can provide vast amount of information and insights in regards to your customers needs, wants, habits, etc.  The true value from data and analytics comes when you can turn this information into innovation.  What does this information tell you that can potentially be applied to new products and services or opportunities to engage/serve your customers on a deeper level?  During this session:

  • Learn how to effectively utilize data and analytics to drive innovation and create long-term value for the organization
  • Utilize these innovations to better compliment and address the needs of marketing
  • Understand how to create a business case to get stakeholders aligned with the new innovative tools and processes that have come from analyzing data in a more holistic way


Algernon Callier, Former Vice President, Strategic Innovation, Digital Development and Brand Marketing, Universal Parks & Resorts

Day Two Concludes

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