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Agenda

8am-8:45am 
Registration and Breakfast Brainstorming

Grab breakfast with your marketing and technology brethren and compare notes to get you charged up to tackle a day of introspection, strategizing, forecasting, and planning. 

 
 
8:45am-9am 
 
Welcome
 
9am-9:35am
 
Keynote: Hackonomy: Marketing at Speed

Today not all hackers are bad. Instead, hackers and hack-thinking are the source of a monumental, positive shift in business, creativity, and technology. Hackers create immense value by breaking things, whether it's breaking from tradition, process, or simply "the way we've always done things." A new hacking economy—or "hackonomy"—is spreading quickly across industries, and has a huge impact on marketing. In this keynote Bonin Bough, VP of Global Media and Consumer Engagement for Mondelēz International—parent company of Cadbury, Oreo, Nabisco, and more—will explore how the hackonomy is changing marketing, and why marketers must embrace this change to better work with their technology colleagues and partners.

 
9:40-10:15am
 
Keynote: Embracing Digital Transformation

Today, the most critical challenge facing marketers is how quickly they can adapt to the pressures of the rapidly evolving digital economy. Huge CEO Aaron Shapiro will discuss how marketers can evolve to meet these challenges by becoming technology leaders in their organizations and harnessing digital to win in the increasingly challenging digital economy.

 
10:20am-11am
 
Session TBD


 
11 am-11:15am
 
Time out: Grab a coffee, check email, and network.

 
11:15am-11:50am  
 
Data: Go Big or Go Home


Personalization, segmentation, integration. Data is the core of marketing today—and tomorrow—but without talent, collaboration, and strategy it's as useful as the teletype. Join Moderator Barton Goldenberg, founder and president of customer-centric strategy firm ISM, Todd Cullen, chief data officer of OgilvyOne, and Tamara Gruzbarg, senior director of analytics and research at Gilt Groupe, as they discuss the growing importance of data to all aspects of marketing, new roles for data experts in marketing, and what marketers need to do get the most from their principal asset.

 
11:55-12:35pm
 
Collaboration Amps Up Customer Acquisition



Marketers may "own" prospecting for high-value leads, but they can't go it alone. Attracting and engaging the right prospects today takes collaboration with data scientists, Web developers, and more. In this session Reach Marketing CEO Greg Grdodian and Adam Reinebach, EVP of marketing solutions at Source Media, will reveal how Source has enhanced its multi-touch prospecting through marketing/tech collaboration all along the marketing funnel: from profiling customers and identifying prime target markets, to engaging and retargeting across channels, to personalization and SEO. They'll also discuss how any company can adapt this approach to improve their own customer acquisition efforts.
 
12:40-1:20pm              
 
Case Study: J.Hilburn Re-creates the In-Person Experience Online


There's nothing so personalized, so one-to-one, as the in-person customer experience. Or is there? Custom luxury menswear brand J.Hilburn is implementing a website relaunch designed to mimic the experience its customers have when they meet with a J.Hilburn style advisor in person. Veeral Rathod, cofounder of J.Hilburn, will reveal how the direct-to-consumer brand's marketing and technology teams collaborated to create a highly personalized, awe-inspiring—and profitable—online (and mobile) experience.

 
1:20pm-2:20pm
 
Lunch'n'Learn Roundtables

These moderated roundtable discussions will cover such topics as C-level partnerships, cross-channel customer insight strategies, and digital marketing tech tools

 
2:30pm-3:05pm
 
Keynote: Who Owns Customer Data?  Marketing and Tech Duke It Out

With Big Data comes big responsibility. And as data's importance intensifies, so does "ownership" of that data. Who, ultimately, should be responsible for its availability, integration, quality, and security? Marketing and their IT colleagues often have differing opinions—especially with the proliferation of cloud solutions. In his keynote, Winterberry Group Senior Managing Director Bruce Biegel examines the realities of where data responsibility should lie, the trends influencing those realities, and how marketing and tech leaders should partner to get their most from customer data.

 
3:10pm-3:50pm
 
Aligning Data & Campaign Technologies to Achieve Better Customer Experiences

Marketers face an enormous challenge to meet customers' ever-increasing expectations today. The key to evolving with customers is to use the wealth of data now available to deliver communications in their present moment and context. Unfortunately, the same systems that give us this data are also the greatest hindrance to the realization of this future. If marketers are to remain relevant, they must first understand the current-state context of customers and the obstacles preventing us from aligning the reality of our programs with the experiences our customers now expect. In this session, StrongView's Katrina Conn, VP of Marketing Services, will discuss why marketing leaders must understand the implications of the customer experience and how their marketing technology choices can and should enable the capture, analysis, and insight-driven action of consumer data to deliver on the expected customer experience.


 
3:50pm-4:05pm
 
Time out: Grab a coffee, check email, and network.

 
4:05pm-4:45pm
 
Case Study: Changing the Way We Connect with the Sports Fan through Marketing and Technology 

As technology continues to change the way sports fans are connecting with the game, marketers are also transforming to meet the fan on their playing field. With the rise of social networks, the influx of new data and refined analytic tools, marketing and technology are working together to better identify and connect with the fan through personalization and targeting.  Jeff Mirman, VP of Marketing for Turner Sports and Pete Scott, VP of Emerging Media for Turner Sports will jointly discuss how marketing and technology are forever changing the way that sports fans connect with the game.

 
4:50pm-5:30pm
 
Case Study: Don't Hit "Restart" on Real-Time Marketing


A common flaw of large-scale projects across most organizations is that they tend to be run in silos and interdependencies are either not recognized, or worse, blatantly ignored as one project does not want to be delayed or influenced by the requirements of another. This phenomenon is multiplied due to the number of departments working on simultaneous projects. When the Paid Services division of AOL identified an opportunity to improve their optimization and personalization capabilities they began to implement a real-time marketing solution on their customer portal, call center and e-mail channels. Hear Tom Wyland of AOL Paid Services speak about the steps his team took to turn a potential pitfall into a data platform that can be leveraged across all of AOL.


 
5:30pm
 
Closing Comments