Day 2 - Monday February 27

7:30 AM - 8:15 AM Networking Breakfast

8:15 AM - 8:20 AM Chairperson’s Opening Remarks

Marc Taylor, Sales Director, Jumpshot

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Marc Taylor

Sales Director
Jumpshot
Digital transformation means a complete overhaul of how brands plan, operate, define and measure success. It is essentially a restart that enables an organization to attain a quantum leap in performance. Transformations are complex initiatives by nature and organizations often either take too long to develop new behaviors and processes that will sustain the change moving forward, or fail to realize its full potential value.

Whether your brand is advanced in digital transformation, or striving to get there fast, this workshop will explore practical tools and help you develop a clear methodology for transformation to ensure future success:

1.Developing an integrated marketing strategy and setting new KPIS – what to measure that matters?
2.Funding the journey: decrease production costs, optimize media mix, improve agency efficiency
3.Deploy strong marketing programs and prove success at every step with clear ROI
4.Design and build the right organization and a forward-thinking culture
5.How to Execute, How to Spend and Where to Invest




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Greg Silverman

CEO
Concentric
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Todd Southern

Associate Dir Digital Content
Mead Johnson Nutrition (MJN)
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Adam Bleibtreu

CMO
On Assignment
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Michael Antman

VP of Marketing
INTL FCStone
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Steve Ziff

VP of Marketing and Digital Media
Jacksonville Jaguars

Business Meetings

9:20 AM - 9:50 AM Business Meetings | Networking Break

Business Meetings

9:50 AM - 10:20 AM Business Meetings | Networking Break

Business Meetings

10:20 AM - 10:50 AM Business Meetings | Networking Break

Plenary Session

10:55 AM - 11:25 AM Where You Are Matters As Much As Who You Are – How the Path to Personalization Goes Through Localization

Nasser Sahlool, VP Client Strategy, DAC Group YY Cheng, Senior Director of Digital Marketing and Platforms , Sylvan Learning
Personalization of experiences are all the rage in digital marketing. But you cannot personalize your efforts without first localizing them. Join Nasser Sahlool, VP Client Strategy at DAC Group as he takes you on a journey through the digital landscape towards true localization of content, creative, campaigns and calls to action. This presentation will showcase examples from a diverse range of enterprise brands that have cracked the localization challenge, and the impact it has had on their results.

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Nasser Sahlool

VP Client Strategy
DAC Group
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YY Cheng

Senior Director of Digital Marketing and Platforms
Sylvan Learning

Plenary Session

11:30 AM - 12:00 PM How to Foster Innovation and Embrace Disruption as a Marketing Organization

Conor Mason, Director of Marketing Technology, Punchkick Interactive
“Disruption” is a cringe worthy industry buzzword, but it’s especially cringe worthy when it happens to your business. At Punchkick, we help FORTUNE-level businesses think like agile start-ups to bring incredible digital products to life. These ideas help ensure that product owners at organizations big and small remember the needs of the user, address real market opportunities, and deliver on a product that can scale in the long term.

In this session, we’ll explore some of the strategic thinking that informs our approach and discuss short- and medium-term changes that can help marketers adapt to an ever-changing digital marketing landscape. By embracing your business’s evolving audience, marketing teams can identify real needs and grow disruptive new ideas from within. We'll discuss how marketers can:

•Uncover latent audience needs and design solutions to meet them
•Empathize with audience needs to inform ROI–positive enhancements to the customer journey
•Think like a product designer to justify and execute a digital transformation

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Conor Mason

Director of Marketing Technology
Punchkick Interactive

Case-Study

 

12:00 PM - 12:30 PM Viral Videos: Cutting through the Clutter and Getting to your Audience with Effective Video Marketing

Steven Leeds, SVP Marketing, Systemax
Every online marketer's dream is to produce the video that goes viral. But here's a sobering stat from YouTube: 300 hours of video are uploaded to YouTube every minute. How do you stand out in such a crowd? And what actually constitutes going viral? Are 1 million views enough to qualify? 10 million? Before our speaker joined Systemax/Tiger Direct, he wrote viral videos for Funny or Die and other clients. His videos have been viewed over 100 million times. TigerDirect's last two videos have received 25 million and 6 million views. Even if they don't go viral, videos are increasingly important to selling online.
Our speaker will discuss the video production process from start to finish. And he will address:
· How to determine your target demographic and identify the social platform to reach them (YouTube for the masses, Facebook for generation Y, Snapchat for Millennials)
· Methods of video distribution; whether to create your own video or hire a YouTube celebrity to create one for you
· How to measure success and tie ROI back to a campaign; and insight into what goes into viral videos.

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Steven Leeds

SVP Marketing
Systemax

12:30 PM - 1:15 PM Networking Lunch


Roundtable Discussions

Round Table 1

1:15 PM - 2:15 PM Cross Channel Marketing Attribution

David Ehrhorn, Regional Vice President of the Southwest Region, Visual IQ
Marketing attribution offers a way to quantify influences and synergies across channels, strategies, and tactics, as well as to identify specific changes that can be made to your marketing mix to dramatically increase the performance of your entire marketing ecosystem. In this session, we will discuss the top questions and concerns that advertisers face while approaching and implementing attribution within your organization, agency and partners.

•Implementing attribution at an organization
•Change management within an organization to implement attribution
•Implementing attribution with your agency/partners

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David Ehrhorn

Regional Vice President of the Southwest Region
Visual IQ

Roundtable 2

1:15 PM - 2:15 PM Integrating Data Sources Company-Wide to Enhance Brand Experience and Increase Positive Marketing ROI

Gary Hofeldt, Vice President, Valid USA
In today’s world, the customer experience is the only long-term, sustainable differentiator a brand has. The customer experience IS your brand. In a survey of 362 brands by Bain & Company, 80% of CEO’s believe they deliver a superior customer experience, but only 8% of their customers agree. Why the disconnect? In order to deliver an exceptional customer experience, a brand needs to have a holistic view of each of their customers’ communication touchpoints with the brand. The problem is that often these touchpoints have grown up independently of one another, are frequently owned by different associates within the organization, and commonly do not share data across the enterprise. Customers however do not think of brands in terms of silos, and they do not think of themselves as either digital or analog customers. They engage with brands through channels that are most convenient and relevant for them at any specific point. Join this roundtable discussion to share how brands are breaking down the walls of data silos to capture a 360 degree view of the customers, and building better brand experiences.

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Gary Hofeldt

Vice President
Valid USA

Roundtable 3

1:15 PM - 2:15 PM Does Culture eat your Strategy? Overcoming Organizational Challenges to Advancing Marketing Technology

Greg Silverman, CEO, Concentric
The exponential growth of marketing technology and providers has created pressure on marketing organizations in many ways. The marketing technology stack is forever changing, it’s an industry driven by “agile” development. The pace and demands from stakeholders and customers is seemingly always getting faster. The combination of these two forces has implications for how your company organizes itself and its processes. This roundtable will discuss ways to overcome organizational challenges that get in the way of adopting and advancing your stack of marketing technology.

•Ensuring the expertise you bring in-house is as good as the external consultants
•Overcoming silos and specialization that often block the cross channel planning and discussion to creative effectiveness
•Decision-making process and activating strategies - How might it change in the next 24 months? What barriers need to be removed to make the changes happen?

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Greg Silverman

CEO
Concentric

Business Meetings

2:20 PM - 2:50 PM Business Meeting

Business Meetings

2:50 PM - 3:20 PM Business Meeting

Business Meetings

3:20 PM - 3:50 PM Business Meeting

Brainweave C

3:55 PM - 4:40 PM Leveraging CMO’s Global Best Practices: a Toolbox to Gain Clarity, Increase Confidence and Drive Revenue

Rajiv Kapoor, Co-Founder, CMO Advisory
CMO Advisory represents Fortune 500 CMOs. These CMOs are finding it increasingly difficult to know what levers to pull to “move the needle.” Their challenges include:
•Where are my revenue opportunities?
•Where is my team relative to global marketing best practice and how do we progress?
•What do globally competitive marketing platforms look like and what components do I change?

While representing the CMO we draw on a set of tools to answer the above questions. Let’s take a look at CMO toolbox examples that our clients used including:

1.A CMO view we call Revenue Opportunities
2.Maturity views that give a roadmap for marketing best practice
3.A roadmap for your Tech Stack encompassing global best practice

With the right tools the CMO gains increased confidence, clarity of vision, and demonstrated results.

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Rajiv Kapoor

Co-Founder
CMO Advisory

Master Class C

3:55 PM - 4:40 PM Driving Strategic Partnerships and Structuring your Team to Increase Marketing Efficiency

Ben Peters, Strategy Director, Struck
Developing an internal team to meet the ever-changing demands of the modern marketing landscape has never been more challenging in terms of structure, investment and approach.

Ben Peters, Strategy Director at advertising agency STRUCK, brings a unique perspective to this challenge: a background equal parts digital leadership at companies striving to move to digital, and change agent at agencies learning to transform to meet client needs.

Learn how Struck’s approach to strategic partnership across a diverse landscape of clients has revealed core conditions, needs and best practices around structuring your team for best effect.

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Ben Peters

Strategy Director
Struck

Business Meetings

4:35 PM - 5:05 PM Business Meeting

Business Meetings

5:20 PM - 5:50 PM Business Meeting

5:35 PM - 5:35 PM Networking Cocktail Reception