Day 2: Monday, Feb. 12

Networking

7:45 AM - 8:30 AM Networking Breakfast

Opening Remarks

8:30 AM - 8:35 AM Chairperson’s Opening Remarks

Morning Keynote

8:35 AM - 9:10 AM Reimagining, Reintroducing & Reconnecting Your Legacy Brand to a Highly Diverse Multigenerational Audience

Meighan Girgus, Chief Marketing & Programs Officer, American Heart Association
As technology is drastically changing the way the world communicates with brands, brands are also having to evolve to remain relevant and impactful in the eyes of diverse multigenerational audiences that have different needs, pain points and behaviors. During our Day 2 Keynote, we’ll hear from Meighan Girgus, the Chief Marketing & Programs Officer with American Heart Association, the legacy non-profit founded in New York in 1924. Meighan will explore the organization’s strategic change in approach to align financial resources with a renewed focus on developing a truly integrated brand vision while reaching multiple generations from increasingly diverse backgrounds. Meighan will discuss strategies to reimagine, reintroduce and reconnect AHA’s legacy brand with new generations of volunteers, donors and lifestyle consumers. Join our Day 2 Keynote as we explore:
  • Partnering with the right agencies to help reintroduce your legacy brand to new generations that behave very differently than their predecessors
  • Leveraging strategic, breakthrough thinking and creative stylings to reach multiple generations from diverse backgrounds with the same messages
  • Reaching new generations in more relevant, more contemporary terms

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Meighan Girgus

Chief Marketing & Programs Officer
American Heart Association

General Session

9:10 AM - 9:40 AM Energizing Enterprise Digital Transformation with Business Intelligence

Digital transformation enabled by Business Intelligence means a massive opportunity for marketers to drive business growth. Advancements in technologies including big data, mobile, Internet of Things, and AI are putting BI front and center as organizations of all sizes look to leverage data assets with decision-making capabilities to drive a better customer experience and business revenue. Key takeaways and topics we’ll explore, include:
  • Using BI to get away from outdated views of your data
  • The enormous opportunity of BI to drive growth
  • Combining technology, processes and people for better-informed decision-making
  • Using BI to guide operational decisions at all levels of organization

Business Meetings

9:45 AM - 10:15 AM Business Meetings

Business Meetings

10:15 AM - 10:45 AM Business Meetings

Networking

10:45 AM - 11:00 AM Networking Break

Plenary Session

11:00 AM - 11:30 AM Breaking through the Noise: Winning the (Extremely) Distracted Consumer

Today’s average consumer sees an average of 10,000 brand messages per day. With the growth of social media marketing channels, that number is increasingly almost daily. Join a plenary session focused on breaking through the noise to create impactful messaging for the right person, at the right place, and at the right time. We’ll talk about how to reach your target consumer through meaningful, impactful messaging in a way that connects the customer to your brand and makes them take action. During this session, we’ll explore:
  • Breaking through the digital noise to create urgency
  • Creating simple, effective, consistent messaging that captures attention quickly
  • Understanding the landscape of the saturated brand-messaging landscape
  • Outlining goals and actionable plans for reaching the distracted consumer

General Session

11:30 AM - 12:00 PM Intelligent Branding: Building an Emotion-Driven Brand Experience

Modern CMOs must move away from thinking in terms of channels and silos toward a shift in customer-centrism where relationships are built on trust, transparency and emotion. To create a meaningful relationship with the customer, businesses must create an emotion-driven brand experience. During this session, we’ll discuss best practices for creating and cultivating connected experiences to build and deepen relationships with the increasingly demanding customer, including:
  • Storytelling with emotion for maximum impact
  • Building brand trust through transparency with the consumer
  • How emotion drives human connections, and ultimately, sales
  • Lessons from the front lines of intelligent branding; who’s getting it right and who is not?

Lunch

12:00 PM - 1:00 PM Networking Lunch

Plenary Session

1:00 PM - 1:30 PM Reaching Your Customer through Meaningful Mobile Moments

To win consumers in their mobile moments, brands need to rethink their mobile strategy to reach an audience whose attention span is shorter than ever. In order to be successful, brands must consider mobile as a medium in itself, not as a silo. While marketers want demonstrable ROI, mobile has changed the game. The rules and measurements that apply to other forms of online advertising do not apply to mobile today. Join this session as we discuss the critical strategies necessary for developing a mobile-first strategy, including:
  • Tracking the ROI of mobile
  • Measuring the impact of mobile in the MarTech stack
  • Enticing retail customers with mobile experiences
  • Creating seamless mobile experiences that matter

Panel Discussion

1:30 PM - 2:15 PM Powerful Women in Marketing

Join an engaging panel discussion that puts the spotlight on powerful women making big, bold moves in the world of marketing. We’ll join high-level women in marketing from Fortune 1,000 organizations that are influencing trends in marketing across the nation. We’ll explore:
  • Strategies from the most powerful women in marketing
  • Challenges faced by women in marketing
  • Impactful moves from women on the frontlines of branding and marketing

Business Meetings

2:20 PM - 2:50 PM Business Meetings



Business Meetings

2:50 PM - 3:20 PM Business Meetings

Networking Break

3:20 PM - 3:35 PM Networking Break

MasterClass B

3:35 PM - 4:20 PM The Power of In-App Messaging

Studies show that most apps are used a small number of times following download. Still, many companies are turning to mobile messaging to connect with consumers at a critical point in the customer journey. When done right, mobile messaging can reverse this trend by pushing consumers to consistently and continually use your app. During this MasterClass, learn how to:
· Create powerful in-app and push messages
· Deliver in-app and push messages
· Drive interaction and engagement through mobile messaging
· Drive consumers back to your app through relevant and timely mobile messaging content

BrainWeave B

3:35 PM - 4:20 PM Cracking the Code on Marketing Performance Management

Ellyn Schmitz, Practice Lead -- Analytics Solutions, Valid USA Audrey Levitan, Business Development Leader, Valid USA
Marketing leaders are under significant pressure to measure and demonstrate marketing's value and contribution to the business. A recent survey of CMOs found that 68 percent of survey respondents reported this pressure is increasing. Other recent studies have produced similar findings. For example, in the February 2017 edition of The CMO Survey (conducted by Dr. Christine Moorman with Duke University's Fuqua School of Business), 56.9% of CMOs reported pressure from their CEO and/or Board of Directors to prove the value of marketing. During this BrainWeave, we’ll explore:

  • Designing and building a comprehensive, meaningful marketing performance management system
  • Identifying the attributes and practices of marketing organizations that excel at measuring and demonstrating marketing's value and contribution to the business


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Ellyn Schmitz

Practice Lead -- Analytics Solutions
Valid USA
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Audrey Levitan

Business Development Leader
Valid USA

Roundtable A

4:25 PM - 5:30 PM Measuring the Impact of Micro-Influencers

Roundtable B

4:25 PM - 5:30 PM The Global State of Customer Experience in 2018



Roundtable C

4:25 PM - 5:30 PM The Real Value of Consumer-Generated Content

Business Meetings

5:35 PM - 6:05 PM Business Meetings



Business Meetings

6:05 PM - 6:35 PM Business Meetings



Panel Discussion

6:40 PM - 7:25 PM The State of Customer Experience in 2018



Networking

7:30 PM - 8:30 PM Networking Cocktails & Dinner Reception