Overview

Customer data and consent management are emerging as key components of customer experience and brand preference. In this session, Gerry will provide an overview of how AI, commerce and consent will transform customer relationships and marketing (yet again). You'll learn and see:

- How to establish CX Ops across marketing and the enterprise.
- Examples of how channel marketers can enhance each other's ability to improve CX and how marketers can extend those practices to other customer facing departments.
- What a CX Ops team looks like.
- How to lead CX even if you don't own it, make smarter marketing decisions and deliver performance gains to the business.

Overview

Customer Data Platforms offer hope to marketers struggling with disconnected data. But many marketers are still unsure what CDPs are, what they can do, and just as importantly, what they can't do.

This no-nonsense session describes major CDP applications, CDP system capabilities, what distinguishes CDPs from other systems, how CDP vendors differ from each other, and the most important CDP applications. You'll also share in the latest research on CDP industry growth and trends.

You'll leave this session with:
- A clear understanding of CDP strengths and weaknesses.
- Knowledge of the situations in which CDP is the right solution.
- How CDP relates to the rest of your marketing stack.
- Requirements for successful CDP deployments.
- Ways to find the best CDP for your business.
- The truth behind common CDP myths.

Overview

"With great power comes great responsibility." The adage applies in marketing as in so many other fields. As marketing's capabilities are enhanced by technologies, product management's oversight responsibilities increase.

In this session, you'll discover how The New York Times applies modern product management discipline to its marketing technology stack. You'll learn:

- The role of the product management team in marketing technology, and how it can bridge the divide between marketing and technology.
- In which organization marketing technology should reside.
- What marketing can learn from technology -- and vice versa -- given their vastly different culture and perspectives.
- How The New York Times' Marketing and Technology organizations work better together.

Overview

In June 2018, Gartner surveyed 500 enterprise marketing leaders in North America and the UK about all things marketing technology: martech team structures, collaboration across the business, adoption status of specific solutions, level of stack utilization, emerging technology investment and much more.

Join Bryan as he unpacks the top findings from this landmark independent research to help you benchmark and prioritize your marketing technology activities for 2019 and beyond.

He will discuss:
- The state of the modern marketing technology stack, from must-have tools to emerging solutions.
- Key traits of brands that have mastered marketing technology management.
- How marketing aligns with the rest of the business to make smart tech investments.

Overview

Finished digesting this year's 6,829-company MarTech Landscape?

Great! You're ready to feast on the SalesTech Landscape, comprising 500 solutions in 43 categories aimed at empowering sales organizations.

Do you know the difference between Sales Enablement and Sales Engagement software? Or the SalesTech categories that are the next best place for marketing to impact?

Join Nancy for:
- A tour of the SalesTech Landscape.
- The lowdown on how SalesTech intersects with the marketing technologies you're using today.
- Ideas for impacting revenue generation further along the sales pipeline.

Overview

Marketing technology is quickly becoming a desired career path. However, many companies still do not have marketing technology teams, and many marketing leaders don't know how to build one. Managers don't know how to write job descriptions or advertise these jobs, and job-seekers don't know how to find them.

There isn't an ideal marketing technology team blueprint, or a perfect profile for a marketing technology team member, but this session will help both managers and employees find and build the best marketing technology team possible.

We'll cover:
- How to pitch a marketing technology team to leadership.
- Who your first hire should be, and you second. And how you know when your team is complete.
- Skills or profile types you should look for to build your team.
- The roles and responsibilities of the team, and what responsibilities are out of bounds for the team.
- How to attract and retain top marketing technology talent.
- How job-seekers can stand out to hiring managers.

Overview

Experienced marketers know driving growth is hard. And driving growth at scale is even more complex. The complexity arises from two significant challenges -- creating personalized experiences and responding to consumers in real time.

In order to succeed, Dropbox and EA focused on addressing these key questions:
- How do you deal with complexity and create experiences at scale?
- What marketing technology capabilities do you need to create personalized experiences in real time?
- What areas of the funnel do you need to focus on for growth vs. scale?
- What operating processes need to be built to be agile?
- What experimentation frameworks are the right ones to put in place?
- What kind of organization do we need to execute against both scale and growth?

In this session, you'll gain insights into how to transform your team or company into an agile, scalable organization.

Overview

Buying marketing software is child's play. Deploying and getting the most from the investment is where the magic happens.

In this session, you'll get insights gleaned from hundreds of B2B and B2C stacks. Then we'll dive deep into the martech stack at Dell and Smarter Travel and learn how they:

- Aligned their stacks with business objectives.
- Selected or built the right anchor platforms for their environment.
- Established their data strategy.
- Managed (or failed) to integrate key components of their stack.
- Dealt with key challenges and the lessons they've learned along the way.
- Addressed the organizational challenges associated with driving stack strategy.
- Are planning for continued stack and organizational evolution.

Overview

Design thinking brings human-centered mentality to marketing technology projects and can have a significant multiplier effect on the value of your martech stack.

This session will walk through real-life applications in design thinking (powerful mindset, repeatable process, specific tools), giving the audience a "hands-on learning" in design thinking (and design doing) style.

Examples of brands who have put this into practice include Microsoft, Samsung, T-Mobile, Adobe and Starbucks. Attending will provide you with:

• A deeper understanding of how design thinking can become a driver growth in the "experience economy"
• Examples of how to use design thinking and iterative customer insights to focus on what matters within your existing martech stack
• Five specific tools you can start using today, with real-world stories of how leading companies at different maturity levels have applied and seen immediate impact

Overview

Despite businesses planning on spending $1.3 trillion (USD) on digital transformation initiatives, many professionals are still confused about what digital transformation means for both their companies and their individual jobs. So much so, that 70% of these initiatives fail to reach their goals.

As expectations for marketing grow, leaders don't have the option to fail at driving change. Organizations must evolve to stay competitive, to better serve your customers, and to continue attracting top talent. And, there's more to it than just deploying technology and digitizing processes. In fact, if you start with only technology, your efforts are more likely to fall short.

This session offers a holistic approach to top down, sustainable change uniquely for marketing, with real world case studies focusing in grocery and retail. You'll gain insights into:

• How grocers and retailers are responding to disruption
• How to overcome team silos and connect your people
• Ways to create the right processes to support your customers and team
• Seeing the big picture of your martech stack to support your operating model

Overview

In today's marketing technology environment, every tool promises to increase your marketing efficiency by 20 percent -- surfacing insights, identifying the perfect audience and leveraging advanced artificial intelligence. They advise putting their tool at the center of all of your marketing efforts. Some tools even offer the promise of completely erasing the need for human interaction.

Wait. What exactly do they do?

In this session, you'll hear how a seasoned marketing technology professional guided her organization to simplify their marketing stack. She'll discuss removing unnecessary tools and identifying what you need to buy versus build. Key take-aways include:

- Helping you understand if you need a marketing attribution tool or if your business intelligence team can do the same thing for less.
- Understanding when it make sense to own your own DMP vs. leaning on your agency.
- Learning how to decide if having multiple tools that help you identify your target audience is better than a single, centralized approach.

Overview

In today's economy, marketing operations has quickly become a competitive advantage and differentiator. Driven by the requirement to demonstrate financial results, the need for companywide digital transformation and the pressure to pivot to customer intimacy as a strategy, marketing is under pressure to deliver like never before. In this environment, the CMO will need to apply left-brained thinking to solve increasingly complex and challenging situations.

The marketing ops charter is rapidly morphing and maturing with the primary mission of driving efficiency and effectiveness to enable marketing's attainment of goals and revenue objectives. And now, that charter also encompasses a wider set of strategic responsibilities that amplifies the need for the CMO to drive and develop a "Strategic Marketing Operations Group."

You will leave this case-based session knowing:
- The difference between a regular and a strategic marketing ops group -- and why it matters to executives.
- The five stages of maturity to achieve a strategic marketing ops function.
- Two organizational models that depict a strategic marketing op function.

Overview

The Utah Jazz needed to unlock the power of its customer data to offer personalized ticket packages and offers. Its previous strategy -- where all users received the same marketing messages at the same time -- did not draw upon customer data insights and served only to promote the offers the team thought were best. Customer needs, which they'd demonstrated by past behavior and preferences, were benched.

In this session, you'll learn just how the Jazz overcame the challenges of managing data across third-party sites such as Ticketmaster, where their customers purchase tickets. By adopting cross-domain tracking, bridging data silos and pulling data from all sources -- including mobile and desktop -- they were able to achieve 360-degree views of individuals and deliver personalized marketing campaigns.

This comprehensive data approach enabled the team to discover each user's preferences and act upon them in real time -- for example, knowing which fans are likely to respond to what messaging when the Jazz are playing the LA Lakers.

In this session you'll learn:
- The importance of listening to your customers and offering personalized experiences to improve customer experience, sales and long-term brand loyalty.
- The challenge and solution to cross-domain tracking.
- Techniques to bridge data silos and empower marketers to deliver effective, real-time and relevant messaging.
- Where the Jazz plan to take their customer experience strategy next.

Overview

Microservices -- small independent applications that expose an API to marketing -- are rapidly becoming popular in enterprises because of the separation they allow between IT and marketing. Microservices allow IT to focus on building and exposing dozens or even hundreds of these 'Lego-brick'-style APIs, which lets marketing focus on building experiences for customers. A clear delineation allows both sides to work more independently and efficiently with fewer conflicts and less coordination.

In this session, you'll learn:

- The central characteristics of microservices.
- How microservices benefit customers.
- How APIs and microservices intersect.
- Where IT's responsibilities end... and where marketing's responsibilities begin.

Overview

Marketers face the daily pressures of driving leads and revenues. It's easy to become reactionary and focus on the current quarter while losing sight of opportunities to invest in future growth.

When it comes to thinking through marketing technologies, it's important to break out of the present-day mindset and plan for the future, thinking several years ahead of the rest of your company. Only then will you be able to create a strategy that fuels sustained growth.

By the end of this session, you will have a clear understanding of how to organize your own marketing technology landscape and develop a 3-5 year roadmap for your organization. We'll dive into how to:
- Create a framework specific to your organization.
- Assess your current state martech capabilities.
- Identify initiatives to impact your business.
- Prioritize your efforts based on value and timing.
- Socialize to gain alignment with key stakeholders.

Overview

Google CEO Sundar Pichai demonstrated a future of engaging, vertically integrated AI when he used Google Assistant to call and book a hair appointment. Use cases for business will be even more complex and compelling in the near future.

In this session, Siara will describe how Autodesk developed and deployed a persona-driven AI chatbot using data that segments users by behavior and usage, rather than traditional demographics. By pairing persona data with SSO customer entitlement detection, the Autodesk digital marketing team delivers an experience that improves conversion rates, chat engagement and higher average cart value per subscriber.

Overview

Modern marketing channels provide great opportunities for personalized, real-time interactions with customers. These opportunities are also a great challenge from an efficiency standpoint because marketing systems need to make millions or billions of decisions specific to individual customers, products, and moments in time. To optimize such micro-decisions, one has to account for various signals and use advanced statistical analysis to learn patterns from historical and ongoing data.

In this talk, you will learn about automatic decision-making and AI capabilities for marketing and promotion campaigns. These campaigns generally require making a wide range of decisions related to targeting, budgeting, and pricing. Many of these decisions can be efficiently optimized using economic modeling, machine learning, and numerical optimization. You'll gain insight into how through a methodology that helps to develop highly automated promotion management systems from the starting point of the top-level business objectives through execution.

By attending this session, you'll gain insights into:
- a methodology for AI adoption in marketing technology applications
- the architecture of software systems that can autonomously optimize and execute promotion campaigns
- data engineering for automated decision-making, as well as extraction of advanced customer and content attributes that help to make smarter targeting decisions
- how to optimize your targeting decisions based on business objectives
- the difference between static and dynamic optimization of budgeting decisions
- how to optimize pricing decisions and promotion parameters

Overview

Today's marketing leaders have ever-increasing responsibilities across technology, data, multiple media channels, ROI optimization and more. Despite all these duties, though, there's an unclear path to leadership in the field.

To solve for this, General Assembly's Marketing Standards Board, a group of marketing leaders across the consumer goods, technology, publishing, and education sectors, has worked to define excellence in the field and provide transparency into the skills that drive success at each stage of a marketer's career.

In this session, you'll learn about the Marketing Career Framework, and how it can be used in your marketing organization. Key takeaways include:
- How to define clear expectations on the skills needed to make it to leadership.
- Avoidance of getting trapped in a silo (e.g, expert at SEO or Conversion).
- A standard definition and context around how each role contributes to achieving marketing objectives.
- How to build well-balanced teams and explain development to high-potential marketers.
- Help in understanding assessments that correspond with the framework that will be useful to marketing leaders to measure team capabilities, validate new candidate skills and increase diversity in the marketing talent pool.