Day 1 - Sunday February 26

10:30 AM - 11:30 AM Welcome Brunch & Registration

11:30 AM - 11:45 AM Orientation

11:45 AM - 0:00 AM Ice Breaker

12:00 PM - 12:10 PM Chairperson's Opening Remarks

Opening Keynote

12:10 PM - 12:40 PM Your Cognitive Future: How Next-Gen Computing Changes the Way we Work and Live

For decades, science fiction visionaries have shared their renditions of intelligent machines and computers that could learn and function as humans. Intelligent machines have since moved beyond the lore of science fiction. Today, they are a reality thanks to breakthroughs in cognitive computing. This innovative capability is becoming ubiquitous in our everyday lives. It is fundamentally changing how we perform our jobs, engage and interact with others, learn, and make decisions. Watson is at the forefront of this technology area that enables systems to understand, reason, learn and interact with people. With those capabilities, leading marketers can gain insights into various facets of an individual to build digital, personalized engagement models. These models can be used to deepen relationships, shape initiatives, and drive differentiation.

In this session, we'll explore:

•How pioneering organizations are realizing significant business value and solving some of society's greatest challenges
•Successful marketing strategies for building better relationships with individuals and gaining deeper insights into people
•IBM's own experience in becoming a cognitive business

Plenary Session

12:45 PM - 1:15 PM Stronger Together: Working with IT in the Age of Digital Business

Mike Giresi, Chief Information Officer, Royal Caribbean Cruises International
The line between IT and Marketing is becoming increasingly blurred. The days of strained relationships between CIOs and CMOs who each think the other “doesn’t get it” have to go. To be nimble in the face of ever-evolving customer expectations, bridging the divide and developing cross-functional partnerships are a must. So what does successful partnership look like? How is the IT discipline changing, and what does your CIO want you to know?
In this engaging session, you will hear how organizations are creating a culture of interdepartmental collaboration.

Specific topics include:

  • Creating a culture shift by aligning cross-functional teams to improve marketing effectiveness
  • Upping our collective game: IT as business strategists and the bridge to Marketing, Marketing teams learning how emerging technologies can be strategically applied for competitive advantage
  • Implementing a communication process across multiple departments and data streams
  • Developing integrated marketing technology strategies
  • Taking an iterative approach to innovation

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Mike Giresi

Chief Information Officer
Royal Caribbean Cruises International

1:20 PM - 1:30 PM Networking Break

The success of your marketing campaign hinges on how your creative stands out from all the other content out there. You may have the right automation and analytic tools helping you target the right people. And the best agencies and freelancers to create that breakthrough message. But how do you ensure that process produces great results on time, on budget and without burning out your creative team?

In this interactive session, you will hear how organizations:

•Keep disparate teams all on same page
•Enjoy creative cost savings
•Meet tight deadlines without sacrificing creative quality
•Build strong relationships between internal and external teams


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Clay Stobaugh

Chief Marketing Officer
John Wiley & Sons
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Mike Trigg

Chief Operating Officer, Hightail
Hightail
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Steven Fulds

SVP Marketing
Sony
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Anna Griffin

CMO
CA Technologies
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Michael Broderick

CMO
Soboba Casino

Mike Trigg

Chief Operating Officer, Hightail
Hightail

Mike Trigg

Chief Operating Officer, Hightail
Hightail

Plenary Session

2:20 PM - 2:50 PM The Cash Cow Could Get Eaten Alive. How the Winners are Bucking Trends and Forcing Relevance

Over 400 of the original Fortune 500 companies are no longer in business today. Why? Because change is hard, and it’s a scary proposition to pivot a business that once worked so well to something that seems uncertain. Businesses today are focusing concerns on quarterly earnings and shareholder sentiment rather than a sustainable business plan and engaging customer experience. And we don't want to abandon yesterday’s cash cow - a business model we know well, and that's been so good to us.
Unfortunately, the fall-off-the-cliff can be so sudden and steep that if you don’t plan an alternative route today, you won’t have a tomorrow. Today’s marketplace winners are those who are new, nimble and/or adaptive, and they are doing it at the expense of so many of the “Big Brands” we’ve come to know and love.
This session will explore:

•Organizations who are committed to challenging the status quo, and why they continue to thrive
•The importance of Innovation, Data-Driven decisioning, Internal integration, Customer-back strategies, etc.
•How Customer Experience quietly became more important than price, value, and convenience
•Organizational design challenges, suggestions, and the importance of culture
•The obstacles we face as a business community and how to hit the oncoming wave head-on


Networking Break

2:50 PM - 3:20 PM Networking Break

Ignite Challenge

3:15 PM - 3:30 PM The Cuttlefish Marketer: The Five Essential Traits Of A Modern Marketer

Scott East, Co-Founder / CEO, MSIGHTS
The Cuttlefish Marketer, the newly published book by Scott East, explains the evolutionary shift from the lumbering marketing strategies of old to the nimble, real-time techniques necessary in today’s fast-paced, ever-changing business climate. The book outlines the five essential traits you must have to make the shift from old-school marketer to modern marketer.

This Ignite session will review the Five Traits and what marketers how master them:
1. Be agile. Run your marketing department like a hypergrowth business.
2. Direct your technology. Lead the important role IT plays in marketing.
3. Activate data. Embrace transparency and accountability to learn and move fast.
4. Don’t outsource your leadership. Be an active player in your own success.
5. Build a different kind of team. Bring new skills sets to the table.

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Scott East

Co-Founder / CEO
MSIGHTS

BrainWeave A

3:35 PM - 4:20 PM People-Based Marketing Beyond the Walled Gardens of Facebook & Google

Dini Mehta, VP USA, Drawbridge
We live in a time of unprecedented device proliferation, with the average US consumer owning at least 3 digital devices. While this is convenient for consumers, this multi-device reality results in marketers having a fragmented view of their customers across devices and environments. Any brand or enterprise that has consumers interacting with its products or services on more than one device is therefore struggling to keep up with their mobile-first audience – let alone how to allocate your digital spend in terms of both targeting and attribution.

So how are you getting around this cross-device divide and delivering the best online experiences for your customers? Forcing a login? Relying on stale cookies? Stitching together datapoints? Or flying blind?

Join us for an open and honest discussion about the best (and worst) practices in getting to the bottom of consumers’ digital habits – both inside the walled gardens and on the open web. Can there really be such a thing as a universal currency for digital identity?


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Dini Mehta

VP USA
Drawbridge

Master Class A

3:35 PM - 4:20 PM Personalizing Customer Experience Across Channels to Improve Brand Loyalty

David Kessler, Co-Founder, Starfish
Brands can be very fragmented and fractured. It is important gain knowledge of the customer DNA and expectations, in effort to connect with them in the smartest and most relevant way. Consumers are always sending signals from what they are saying and doing. It is up to the brand to utilize the right channels, tools, data, and insights to be present along the consumer journey by delivering the right content at the right time. Consumers will have questions and brands need to provide them with answers. It is a two-way dialogue.
Join this session to hear more about:
  • Creating more of a strategic and cultural conversation to ensure this is what we want our brand to stand for
  • Achieving consistency within consumer segments
  • Delivering personalized messages at the right time

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David Kessler

Co-Founder
Starfish

BrainWeave B

4:25 PM - 5:10 PM Quantitative Data for Qualitative Insights: How New Data Sets are Changing the Way We View our Customers

Marc Taylor, Sales Director, Jumpshot
There is no lack of data. You’re probably drowning in it. But recently, new data sources have become available that provide insights into areas that we have all been struggling to understand. While web analytics can provide a great microscope vision into your customers’ interactions on your site, new tools, such as clickstream data, can provide windows into their activity the 99% of the time they spend elsewhere. But data is just data - it’s the story, the people behind the data, and the impact on business that really matters.

Marc Taylor, Senior Business Head of Jumpshot, will lead the conversation regarding using clickstream data to help understand and solve problems like:
•Industry trends for path-to-purchase rates and where opportunity exists to gain market share
•Proper attribution of brand digital marketing on sales derived from 3rd-party distribution channels
•Visibility into marketplaces, like Amazon and Expedia, from site search keywords to purchase behavior
•Audience intelligence through cross-domain behavioral cohort activity
•Building and buying look-alike audiences from intent-behavior audience seeds
•Accessing 2nd-party data without requiring partnership with other companies to see their data

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Marc Taylor

Sales Director
Jumpshot

Master Class B

4:25 PM - 5:10 PM The Power of Great Advertising – Ad Testing, Media Mix and ROI Optimization

Jerry Thomas, President/CEO, Decision Analyst
Few companies ever achieve the full power of media advertising. Great campaigns can shape human thinking and perceptions, and build brand equity that lasts decades. Advertising is the long-range, heavy artillery of the marketing attack—that makes all elements of the marketing plan work better. What are the barriers to the creation of great advertising? How does the CMO know for sure that a commercial or campaign will do what it’s supposed to do? What are the key research metrics to determine a commercial’s likelihood of success? Do neuroscience measures improve the measurement of advertising effectiveness? What’s the optimal combination of media to maximize advertising effectiveness, and what’s the optimal media-spend level?

•Primary take-aways:
•Pitfalls to avoid in creating great advertising
•The role and importance of strategy
•Most important metrics in evaluating commercials and ads
•Media mix optimization, including digital media
•Advertising spend-level optimization

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Jerry Thomas

President/CEO
Decision Analyst
The rise of digital channels and data-driven marketing has increasingly changed the marketing landscape, to extent that Marketing is talked about in terms of a science, versus an art, with a corresponding decline in the perceived value of the creative marketing leader.
However, applied creativity can be a key differentiator. The skills and capabilities that a creative CMO possess can serve them well in new ways as they navigate today’s highly competitive and quickly evolving marketplace.

Some of the applications for such creative skills include, but are not limited to:

· Empathizing with customers to create truly engaging marketing
· Surrounding yourself with experts to increase agility and innovation
· Making the most out of data by asking the right questions, and getting actual meaning
· Non-linear thinking to innovate product and campaign development

Join this engaging think tank to discuss the challenges CMOs face when marrying data and creativity, and what success looks like at different organizations.

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Tim Moran

Editor in Chief
CMO.com
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Steven Bushong

SVP Marketing
Disney ABC Entertainment
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Patrick Stweart

CMO
Sears Holdings
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Jared Rapier

VP Hospitality Marketing
Caesars Entertainment
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Mike Weinstein

EVP Marketing
West USA

6:00 PM - 6:30 PM Networking Cocktail Reception

7:30 PM - 7:30 PM Networking Dinner– Sponsored by Msights