SEPT 16-18, 2019 | HYNES CONVENTION CENTER | BOSTON, MA

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The MarTech® Agenda

The MarTech agenda will be posted soon! Complete the “Tell me more about MarTech!” form to receive breaking news, agenda updates, and exclusive offers.

Want to know what to expect at MarTech? Check out the agenda from our San Jose show.

Expanded & Mobile Agenda

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Calendar

Workshops - Monday, September 16th

Pre-Conference Workshops (Additional Fee) - 1:00 PM-5:00 PM

The Right Way To Buy Marketing Technology

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    Workshops

Presented by Tony Byrne

Overview

Nearly everyone attending MarTech is planning to implement a new technology solution in the next year. But what are best practices for evaluating technologies, choosing vendors, and getting your colleagues on board with the process? Tony Byrne will answer those questions and more in this in-depth workshop. Learn More.

Agile Marketing Advantage

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Presented by Andrea Fryrear

Overview

The pace of marketing is accelerating. And marketing teams need to keep pace. This workshop will show you how to do just that! Marketing pioneer Andrea Fryrear will show you how adopting “agile” and “lean” methods will lead to better marketing results. Learn More.

Creating Connected Experiences

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Presented by Jeff Cram

Overview

Want to get the full payoff from your marketing technology investments? Aligning them with your customer experience strategy and digital execution. Attend this workshop for practical frameworks and models to identify and fix cracks in your digital customer experience. Learn More.

Using CDP to Make the Most of Your Customer Data

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Presented by David Raab

Overview

Most marketers, if you really push them, admit that their data is a mess. If you’re one of them, join David Raab for a comprehensive dive into customer data platforms: what are they, why you need one, choosing the right solution, and preparing the business case for adoption. Learn More.

Building a Badass Marketing Team with Talent Optimization

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Presented by Erica Seidel & Drew Fortin

Overview

Great marketing results start with a great marketing team. How do you know that the team you have in place is capable of achieving optimal results? Attend this workshop to learn a Talent Design & Optimization framework so you can strategically design your team, align team members to your culture and goals, hire purposefully, and manage the team smartly as your business grows. Learn More.

Optimizing SEO Operations for Marketing Leaders

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Presented by Jessica Bowman

Overview

SEO won’t deliver the results you expect, no matter how skilled your team is, if SEO operations aren’t properly integrated into your organization. Traffic from SEO may grow, but probably not at the pace it could be growing. SEO expert Jessica Bowman will reveal an SEO framework for marketing operations leadership, what your responsibilities are as a marketing leader, and much more in this immersive workshop. Learn More.

A Marketer’s Guide To Attribution Analysis

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Presented by Christopher Penn

Overview

What if you could accomplish attribution analysis with tools you already have? What if you could know the value of your marketing based on data you’ve already collected? It’s possible. Christopher Penn will explore why attribution analysis is important, why it’s broken, what kinds of attribution models exist, and how you can get started with 5 different kinds of models. Learn More.

Data Privacy: A Compliance Framework for Every Regulation & Marketing Success

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Presented by Kristina Podnar

Overview

Nearly everyone at MarTech is, or ought to be, thinking about GDPR, CCPA, LGDP and the slew of privacy regulations engulfing marketing efforts. What everyone should not be doing is worrying or slowing down day-to-day operations to play the privacy compliance whack-a-mole. Join this session where Kristina will provide you with a framework for immunizing your organizations against the growing data regulation trends so that you can get back to the business of marketing. Learn More.

Calendar

Monday, September 16th

4:15-5:00

Speed Networking

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    General

Overview

Kick off MarTech with a lightning round of speed networking. You'll meet random attendees and have an opportunity to forge new bonds before the show gets started! (Open to all pass holders.)

5:00-7:00

Opening Reception

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    General

Overview

Continue the conversation with fellow attendees over cocktails and snacks while mingling with market-defining vendors in the Expo Hall.

5:15-5:30

Marketing to the Managed Inbox: Deliverability meets Optimization - MarTech Today

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    Discover MarTech

Presented by:

Overview

The complexities and nuances of reaching subscribers' inboxes are more challenging than ever, and it's only getting more complicated. Evolving algorithms monitoring incoming email, new data regulations and heightened awareness of digital fraud have ushered us into the era of optimizing for our subscribers’ trust.

A seemingly infinite combination of variables can make or break your email marketing. Email optimization and deliverability go hand-in-hand when it comes to sending emails, and that’s why we've created the very first resource for marketing professionals that encompasses the elements of both.

From infrastructure requirements to email design and emerging technologies, the Periodic Table of Email Optimization and Deliverability is a comprehensive new resource designed to guide you through the different elements required to keep your emails out of the spam folder and in front of your subscribers. You'll be the first to see this new resource in this special theater session.

Speaker

Jennifer Cannon

Senior Editor, MarTech Today
5:40-5:55

Outgage

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    Discover MarTech

Presented by:

Overview

TBA

5:55-6:10

BlueVenn

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    Discover MarTech

Presented by:

Overview

TBA

6:15-6:30

Airtable

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    Discover MarTech

Presented by:

Overview

TBA

6:35-6:50

The New Omni-Channel Stack - Real Story Group

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    Discover MarTech

Presented by:

Overview

Omni-channel marketing and engagement strategies are forcing enterprises to rethink investments in their current tech stacks. You're trying to integrate inbound and outbound, while aligning marketing and engagement silos...but how? And what does this mean for your future stack?

This fast-paced session from independent analyst firm Real Story Group will offer a new reference model for taking a more enterprise-wide approach to your stack. Come away with a fresh blueprint for mastering the omni-channel future.

Speaker

Tony Byrne

Founder, Real Story Group
Calendar

Tuesday, September 17th

7:00-9:00

Breakfast & Registration

8:15-8:45

3 Ways Comerica Bank Uses a Marketing System of Record to Get More Done

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    Solutions

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Overview

Marketing is a complex field, with evolving technologies, fast-paced processes, and data that must be analyzed, interpreted, and shared so you can continuously optimize those processes for better results. But when teams are using disconnected technology, analog workflows, and complicated processes, so much time is consumed with managing day-to-day tasks, that there is little time left to be more strategic in how work is optimized and managed, or to prove your value as a marketing team.

In this session, Yvonne Stacherski, Vice President, Marketing Operations at Comerica Bank, Don McAdang, Managing Director, Commercial Services at Leappoint, and Brent Bird, Director, Integrated Marketing at Workfront, will show how Comerica Bank has used technology implementation and integration, change management and process best practices to master modern marketing work. In addition, you'll see how their use of a marketing system of record has allowed them to break free from the silos that can kill productivity and the ability to innovate.

In this session, you'll learn:

  • How to integrate key technologies and build a martech stack that will allow you to optimize and truly collaborate for greater productivity
  • How best to align marketing activities to ROI through the combination of work management budget planning software
  • How to streamline and automate compliance and legal requirements into your workflow

Sponsor

Workfront is the first modern work management platform that breaks down the barriers of getting work done, providing one place to orchestrate and accelerate work. At its core, Workfront is built for people. See why more than 4,000 of the world’s most forward-thinking brands love Workfront at workfront.com.

Speakers

Brent Bird

Director, Campaign Content & Strategy, Workfront

Yvonne Stacherski

VP, Marketing Operations & Sports Sponsorships, Comerica Bank

Don McAdang

Managing Director, Commercial Services, Leappoint
9:00-10:15

Platforming Marketing: Marketing Operations as an Organizational Platform

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    Keynote

Overview

Platform business models have become one of the hottest topics in digital transformation. Whether you're laying the foundation of an innovation platform upon which others can build - such as iOS, Slack, or AWS - or creating a marketplace where producers and consumers can efficiently exchange value - such as Uber, Alibaba, and Airbnb - platforms harness the energy of digital communities around your business as a source of competitive advantage.

What if you reimaigned your internal marketing operations as an organizational platform? Everyone in the company is a potential producer. Every prospect and customer is a potential consumer. Your mission as the architect of this "platform" would be to empower a dynamic market of producers with the tools to create assets and services that could win and delight customers who consume them - at incredible speed and scale.

By "platforming marketing" this way, you can orchestrate a powerful, decentralized internal market that moves at incredible speed, leverages the diverse skills and imagination of contributors across the company, and adapts to changes and opportunities faster than top-down, centralized decision-making ever could. It takes the concept of a center of excellence and opens it up into a massively-parallel engine of marketing innovation. Scott's opening keynote will show you how this platform model is within your reach and can turn the continuous change and disruption of digital business to your advantage.

Speaker

Scott Brinker

Conference Chair, MarTech & Editor, chiefmartec.com,

Agile Is Marketing

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    Keynote

Overview

"Agile" has become a trendy prefix for nearly all business activities--including "Agile marketing." As different functions within an organization explore their own version of "Agile," we find ourselves with a critical choice to make: Is Agile a movement that unites us across functional silos--or is it a way to describe operational changes we make within those silos? In other words, will Agile be something that brings us closer together--or something that drives us farther apart?

If marketing is to get a seat at the table for cross-functional, customer-first work, the question we must ask is not "How do we make Agile a part of marketing?", but rather, "How do we make marketing a part of Agile?" In this talk, Agile for Everybody author Matt LeMay explains why "Agile marketing" is most effective when it starts with an organization-wide vision of Agile principles and values, and how simple and lightweight changes to the way we work can put those principles into practice.

If you are interested in implementing, or evolving Agile in your organization, attend this session for these major takeaways:

  • Agile can be something that breaks down functional silos, or something that reinforces them — depending on how we use it!
  • For Agile to deliver better outcomes, we must embrace that it is for everybody--not just for software developers, or even just for product teams.
  • When we embrace the principles and values of the Agile movement, there are small but meaningful changes we can begin making to our marketing work right now that don't require a reorg or an army of consultants.

Speaker

Matt LeMay

Author, Agile For Everybody

Moderator

Scott Brinker
Conference Chair, MarTech & Editor, chiefmartec.com,

10:15-10:55

Refreshments & Expo Hall Opens

Magnolia

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Presented by:

Overview

TBA

Sponsor

Magnolia CMS is a content management system that empowers enterprises to deliver exceptional digital experiences. Serve up just the right content for your customers with personalization while ensuring consistent experiences across channels. Magnolia is designed to integrate seamlessly with your other critical marketing technologies, allowing both marketers and IT to use tools that deliver the most value to customers. Leading organizations like Jet Blue, Virgin America and New York Times are already leveraging Magnolia to enhance their digital presence. Visit www.magnolia-cms.com or call +1 305 267 3033 for more information.

10:55-11:35

Thriving in the Age of Data Privacy Regulations

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    Marketing & Leadership

Overview

You've likely been working diligently to comply with the EU's General Data Protection Regulations (GDPR). Now, just as you reach the end of that compliance maze, we need to get ready for January 1, 2020, and the California Consumer Privacy Act (CCPA), Brazil's General Data Protection Law (LGDP), and, most recently, Maine's online privacy act.

Welcome to the new privacy world, where personal data regulations and laws come in waves!

The new digital reality can be disruptive, but you can minimize the impact by adopting common data privacy policies and marketing operations practices for all regulations. Your to-do list won't be long, but it will require some cooperation from leadership and others in your organization.

Attend this session to get, and stay prepared! You'll:

- Get a 'CliffsNotes' version of the most critical data privacy requirements.
- Discuss how to embed data privacy into your marketing practices in order to minimize new disruptions.
- Learn how to structure your team and the required roles and responsibilities you'll need for success.

Speaker

Kristina Podnar

Digital Policy Consultant, The Power of Digital Policy,

Moderator

Duane Schulz
Principal, Schulz Advisors LLC,

Applying Data Science and Analytics in Marketing

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    Data & Analytics

Overview

Having a data science team supporting marketing decisions is now an integral part of the formula for growth and success. At the core, it's about making data driven decisions. Employing data science generates insights that lead to informed decisions and increased results.

In this session, you'll learn how to:

- Experiment effectively
- Deliver powerful and proven personalized experiences
- Collaborate with your data team
- Build a scaleable foundation for accelerating the use of data science in your marketing

Speaker

Patty Spiller

Sr Director, Growth Marketing, Livongo

Moderator

Anand Thaker
CEO & Founder, IntelliPhi,

A Strategic Approach to Creating a Healthy Martech Ecosystem

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    Technology & Operations

Overview

In a world where there's an app for everything, driving value from martech investments must be a strategic, CMO-lead discipline focused not on point solutions, but on creating a healthy martech ecosystem that can support, nurture and grow your marketing performance.

Attend this session and you'll learn the three pillars of a healthy martech ecosystem:
- Strategy: Create a set of core philosophies that allow your team to cut through the noise to create a martech ecosystem that is tailor made for your business.
- Governance: Manage your martech with an eye toward the user but without sacrificing anything on security, reliability and scalability.
- Enablement: Make martech the fuel to your growth engine by proactively enabling the people who need it most.

Key takeaways include:

- A simple, five-word strategy for building a martech stack
- A concrete plan for shaping your marketing ecosystem around your marketing strategy
- A new, practical and effective way to extend your core applications to automate any process to fit your business, not the other way around

Speaker

Eric Olson

Chief Marketing Officer, Quick Base

Moderator

Scott Brinker
Conference Chair, MarTech & Editor, chiefmartec.com,

Metrics, Metrics, Metrics: The Ins & Outs Of Content Effectiveness

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Overview

Marketers today focus content metrics on reach: how many people viewed, read, or clicked on a piece of content. Reach, however, is just one part of measuring content effectiveness. This session will discuss how marketers today can more effectively create, manage, and deliver content into market and measure holistic content ROI.


Sponsor

Aprimo provides technology solutions for content, operations, and performance that enable enterprises to optimize their brand experiences and the resources they use to deliver them. Our platform gives enterprises the advantage by streamlining and governing all the behind-the-scenes activities – from ideation to distribution – involved in delivering exceptional brand experiences.

Speakers

Ed Breault

Chief Marketing Officer, Aprimo

11:35-11:50

Refreshments & Expo Hall Time

11:50-12:30

Martech Leaders Hit the C-Suite: How to Convey Value of Tech While Rising Above Tactics

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    Marketing & Leadership

Overview

CTA, CPL, CRO. WTF? It's easy to get immersed in a world of alphabet soup acronyms and the tactics they represent. But as martech pros develop into marketing and corporate leaders, they can elevate the discipline by informing the C-Suite conversation with data-driven results that are more topline than tactical.

In this session, you'll learn how to communicate effectively with senior leaders and walk away with useful, practical tips from marketing leaders who have successfully made the transition to the C-Suite.

Speaker

Perry Hewitt

Marketing / Digital Strategy, Colechurch Consulting,

Moderator

Erica Seidel
CEO, The Connective Good,

Enabling Agility and Efficiency Through Marketing Data Re-Architecture

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    Data & Analytics

Overview

The direct-to-consumer and subscription markets are booming. Companies like Casper, Spotify, and Netflix enable customized and real-time audience experiences with ease. But — let's be honest — few of us work for unicorns like that.

Traditional and legacy brands like Ancestry have struggled to adapt their legacy data infrastructure and marketing technology stacks. For brands being disrupted by tech-driven upstarts, re-architecting and finding ways to reclaim lost revenues, market share and brand value are the highest priorities.

In this session, you'll learn from Ancestry's performance marketing leaders how they are reinventing their marketing data architecture and technology stack to drive results. You'll learn:

- the strategy behind Ancestry's ad and marketing technology stack
- the challenges caused by fragmented data silos and legacy marketing technology
- actionable steps for optimizing data and tech for more agile and efficient marketing operations

Speaker

Jonathan Roman

Global Lead: Data and Technology, Ancestry

Moderator

Anand Thaker
CEO & Founder, IntelliPhi,

Marketing Enablement: Building Capabilities and Igniting Marketing's Potential

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    Technology & Operations

Overview

Driving a comprehensive marketing enablement function is a lot like an epic road trip filled with route changes, splendid vistas and lonely stretches, adventures and mishaps, even breakdowns. There are impassioned arguments, bouts of group singing, and all-too-occasional bathroom breaks.

In this session, you'll get first hand insights into RedHat's ongoing transformation adventure. How they evolved a legacy foundation, where they are now and what's on the roadmap for the future. Plus, like any great road trip there will be surprise stops where you'll learn important concepts including:

- Getting leadership support and team-level collaboration means everything.
- Amazing content matters. Igniting marketing's potential means taking risks to create remarkable content.
- The unexpected happens. Learning to be patient… and being ready to pivot.

Speakers

Mary Blanks

Senior Manager, Marketing Enablement Team, Red Hat,

Fran Sapir

Marketing Enablement Program Success Manager, Red Hat

Moderator

Jeffrey Eckman
CEO, Blue Green Brands, BGC,

How to Leverage Your Web Team to Drive Agile Marketing Transformation

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Overview

Your website is your most important digital experience-if you want it to drive business results you must empower your team with agile tools and platforms. This presentation will give you just enough geek to get that job done.

Agile approaches are being applied across the marketing function from social teams, to content teams, demand teams, and marketing automation. With development expertise you'd expect that web teams would be leading the charge but in many cases they're not. In this session, we'll dig into why and how to give your team agile superpowers with the help of WebOps. WebOps is a web optimized version of DevOps… Don't worry, we'll translate that into marketing terms and explain why it's a secret weapon that every marketing leader MUST understand. Digital experience agencies are encouraged to attend-WebOps will give you superpowers too!


Sponsor

Pantheon is the website operations platform top developers, marketers, and IT use to build, launch and run all their Drupal and WordPress websites. Pantheon includes all of the tools professional developers need to build best-practice sites—like staging environments, version control, backups, and workflows. Powering over 200,000 sites and billions of pageviews a month, Pantheon’s container-based infrastructure allows you to launch websites faster, without worrying about traffic spikes, security, or performance. It’s free to develop your site on Pantheon, you only pay once your site goes live. You can scale your site on the same infrastructure from day one, and never touch a server again. For more information, visit www.pantheon.io.

Speakers

Roland Smart

VP of Marketing, Pantheon

12:30-2:00

Lunch & Expo Hall Time

Lunch Presentation: Acoustic

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    Solutions

Presented by:

Overview

TBA

Sponsor

Acoustic is the world's leading independent AI-powered marketing cloud. With total focus on the marketer, we dedicate all of our efforts to making them more successful. We provide an open marketing ecosystem comprised of intuitive, AI-powered products, helping our clients change the way they work and achieve their best results ever. Acoustic serves an international client base of more than 3,500 brands including many Fortune 500 companies, providing digital marketing, marketing analytics, content management, personalization, mobile marketing and marketing automation solutions. Acoustic is headquartered in New York City, with offices and teams across the globe.

Evolving from Personalization to Individualized Marketing: Success Stories with a CDP

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    Solutions

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Overview

Looking to make a business case for a CDP or want to understand how a liberated data can impact your day-to-day?

Join BlueConic for a fireside chat with Aaron Seitz, Digital Marketing Analyst from Franklin Sports, and Sarah Desmarais, Director of Marketing, CRM & Audience Strategy from America's Test Kitchen to hear what on-the-ground marketers are doing with a CDP. You'll get practical advice about the skills you need to manage a CDP, a glimpse into how it enables different use cases, and an understanding of how to take advantage of your first-party data.


Sponsor

BlueConic, the world’s leading customer data platform, liberates marketers’ first-party data from all the disparate systems in which it exists, and makes it available wherever and whenever it is required for marketing. Nearly 300 brands, including Hearst, Moen, T-Mobile, ING, America’s Test Kitchen, and American Kennel Club, leverage BlueConic to unify their first-party customer data into robust, person-level profiles, and then activate it across their marketing ecosystem. Founded in 2010, the company is headquartered in Boston, with offices in Europe.

Speakers

Cory Munchbach

SVP of Strategy, BlueConic

Aaron Seitz

Digital Marketing Analyst, Franklin Sports

Sarah Desmarais

Director of Marketing, CRM & Audience Strategy, America's Test Kitchen

Personalization in the Age of Privacy

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Overview

Today's marketing organizations have invested heavily in martech to deliver high-quality, personalized experiences. But with waves of regulation (like GDPR and CCPA), changing consumer perception around privacy, and major market-impacting campaigns from Apple, we've entered a new era of privacy expectations. Driving personalization in the age of privacy takes strategic alignment, the right mindset, and the right tools.

In this session, you'll learn:

  • How privacy and consent are impacting marketing today
  • What are the biggest regulatory concerns coming this year
  • About the dangers of keeping privacy and consent in your legal department
  • How to move privacy and consent to the heart of your customer experience design
  • Crownpeak's lessons learned from delivering over 21 billion consent notices worldwide for global clients

Sponsor

Crownpeak provides the leading, enterprise-grade, cloud-first Digital Experience Management (DXM) platform, empowering Fortune 2000 companies to quickly and easily create, deploy, and optimize customer experiences at scale. Besides featuring content management, personalization, search, and delivery, it is the only DX platform that includes built-in Digital Quality Management (DQM) to ensure brand integrity, consistency, and web accessibility compliance. Crownpeak's Governance, Risk & Compliance solutions help companies comply with GDPR, the CCPA, and other new privacy regulations.

Speakers

Ian Lowe

VP Marketing, Crownpeak

Pain before Tech: How Land O'Lakes Approaches their Martech Stack

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    Solutions

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Overview

Implementing new marketing technology is no easy feat for any organization. In addition to choosing the right platform(s) to meet the needs of the business, marketing teams must also consider the implications on their staff who will have to learn and adopt new systems, keywords and budgeting practices. Land O'Lakes, Inc., has successfully implemented a foundational system of technology platforms that allow teams to track campaign performance, optimize marketing spend and make decisions in real time. Callihan Gibbons, Marketing Technology at Land O'Lakes, Inc., will walk attendees through essential strategies for building and implementing an integrated stack, ensuring teams have the right technology to measure what they need and making adoption seamless. Join this session to learn:

  • The importance of thinking about technology as a tool to fix your problem, rather than starting with a technology purchase
  • The benefits of an integrated approach and how to break down barriers between systems to ensure data is not sitting in silos
  • How to ensure the right data sets are created to ensure business decisions are made using the right kinds

Sponsor

Allocadia’s Run Marketing Platform gives marketers the confidence to know where to invest their next dollar. The recognized leader in Marketing Performance Management (MPM), Allocadia enables marketers to plan strategically, invest with purpose, measure the performance of their activities, and ultimately improve marketing’s impact on the business. This gives marketers the ability to drive greater performance, increase ROI and improve alignment with corporate goals. Companies like Microsoft, GE Healthcare, Box and Charles Schwab manage more than $25 billion marketing dollars within Allocadia, which enables them to save up to 40% of the time they spend on budgeting and planning as well as double their pipeline-to-spend ratio and ROI. Learn how to #RunMarketing at Allocadia.com.
 

Speakers

Callihan Gibbons

Marketing Technology, Land O'Lakes, Inc.
2:00-2:40

Building a Marketing Technology & Operations Team That Soars

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    Marketing & Leadership

Overview

Starting a martech leadership role? Recruiting and training your own team is going to be one of your most significant challenges. You'll struggle through "Goldilocks" moments with each hire as you find the talent that is "just right."

In this session, Dave will explain how he built marketing and martech teams at three major global companies and Erica will describe what she's learned after 8-years of helping companies recruit martech leaders.

Attend this session for:

- The essential obsessions of the successful martech leader.
- Prioritizing desirable marketing traits for your organizational needs.
- When to recruit new talent that is "just right" and when to repurpose the talent you have?
- Determining if a potential hire has the skills you really need.
- Avoiding bad hires – pitfalls to watch out for.
- Mistakes that martech practitioners make when they transition to leadership roles, and how to avoid them.

Speakers

Erica Seidel

CEO, The Connective Good,

Dave Hsu

Global VP, Marketing Data & Technology, SAP Concur,

Moderator

Anand Thaker
CEO & Founder, IntelliPhi,

Making the Leap to Multi-Touch Marketing Attribution

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    Data & Analytics

Overview

Successful multi-touch attribution is about your data and your organization's culture.

In this session, you'll learn how a billion dollar brand transitioned it's reporting structure from almost no KPIs to a full multi-touch attribution model supported by sales, marketing, and technology.

No previous knowledge of marketing attribution is necessary. This session is best suited for B2B organizations and attendees in marketing campaign management, marketing analytics, marketing operations, event marketing, or someone who wants to help their marketing team understand their impact on revenue.

Key takeaways and lessons include:

- Understanding attribution models including the pros/cons of single and multi-touch attribution
- Best practices for preparing your data
- An iterative approach to multi-touch attribution
- Common data and leadership challenges

Speakers

Adam Kirby

Director of Marketing, Mediacurrent,

Moderator

Jeffrey Eckman
CEO, Blue Green Brands, BGC,

Securing Your Martech Stack: Partnering with IT and Enterprise Security

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    Technology & Operations

Overview

It seems we can't make it more than a couple of weeks without hearing about a major data or privacy incident or breach. And yet, for the second year in a row, data privacy⁄compliance reviews and security reviews ranked at the bottom of the responsibilities list for marketing technology and operations teams, according to a chiefmartec.com survey.

In this session, you'll hear about Akamai's journey and intention to get security right and protect their company data, assets and brand. Attend and you'll get:

- A cautionary tale about bringing on a new technology without IT and Security, and how it both contributed to our "stack debt" and significantly limited our productivity.
- A look at why a strategic partnership between IT, Security, and Marketing Technology teams is critical for companies looking to execute against a roadmap, while keeping themselves safe.
- Understanding how partnering with IT and Security teams to build out processes for tech assessments saves time and money that can be repurposed toward strategic objectives.

Speakers

Jorge Garcia

Sr. Manager, Marketing Technology, Akamai Technologies, Inc.,

Moderator

Duane Schulz
Principal, Schulz Advisors LLC,

On the Frontlines of Digital: How to Get Customers to Love Your Brand

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    Solutions

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Overview

Despite increasing investment from brands in marketing technology, nearly half of consumers say brands aren't meeting their expectations when it comes to the customer experience (CX), and even fewer remember the last time a brand exceeded expectations.

Today's consumers have more options than ever before and high expectations of the brands they choose. Leave them unsatisfied or betray their trust, and they'll go elsewhere. As the marketing landscape becomes more demanding, marketers need the very best insight, tools, and resources to compete. Yet, companies and data remain more siloed than ever.

Hear from those on the frontlines of digital including Liberty Mutual, United Rentals, and Pegasystems on best practices, insights, and tools to help you compete and get customers to love your brand.


Sponsor

Acquia is the open source digital experience company. We provide the world’s most ambitious brands with technology that allows them to embrace innovation and create customer moments that matter. At Acquia, we believe in the power of community - giving our customers the freedom to build tomorrow on their terms. To learn more, visit acquia.com.

Speakers

Tom Bachmann

VP Digital, Pegasystems

Brian Piccolo

Sr. Director, Digital Strategy, Liberty Mutual Insurance

Paul Maddison

Director of Digital Innovation, United Rentals

2:40-3:10

Refreshments & Expo Hall Time

3:10-3:50

An SEO Framework for Marketing Operations & Technology Leadership

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    Marketing & Leadership

Overview

Many organizations are losing revenue because of shortcomings in their SEO strategy. Initiatives aimed at improving SEO fail because non-SEO teams introduce mistakes that lead to missed opportunities. Why? SEO is an afterthought for most functions in large enterprise marketing organizations.

This session provides a framework for SEO success that's especially relevant to marketing operations and technology teams. Key takeaways include:

- The 10 pillars of SEO
- Examples how organizational structure often thwarts SEO unintentionally
- What the goal of SEO teams at enterprise organizations should be
- A self assessment that reveals if your organization is an SEO Pacesetter… or an SEO Avoider

Speakers

Jessica Bowman

Editor at Large, Search Engine Land, Owner, SEO In-house,

Moderator

Duane Schulz
Principal, Schulz Advisors LLC,

How Credible Are Those Numbers, Really?

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    Data & Analytics

Overview

Every day, marketers and business leaders make decisions based on insights and metrics that are assumed to be scientifically sound (or at least directionally accurate). Many of these commonly accepted statistics are flawed. For example, some political polls are done over the phone, which leads to bias in the numbers.

How can a marketer identify what's credible and what's not? In this session you'll learn:

- Social science basics that all marketers must understand
- Questions that marketers can ask to establish the validity of research and metrics
- The most commonly accepted stats and metrics that marketers should evaluate critically

Speakers

Amos Budde

VP of Applied Data Science, Civis Analytics,

Moderator

Jeffrey Eckman
CEO, Blue Green Brands, BGC,

From Wild West to Business Best: Tales of a New Martech Team

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    Technology & Operations

Overview

Nearly one year ago, SAP Concur embarked on a journey to drive the strategy, governance and process behind its marketing technology stack. In this session, you'll learn how this small (but mighty) team created the vision, strategy and processes, and hear about lessons learned along the way. You'll get insights into how the team:

- Assessed their martech stack to inform both a near
- and long-term strategy
- Optimized and leveraged processes and collaboration to minimize 'shiny object syndrome' and siloed technology purchases
- Developed a Martech enablement plan aimed to increase tool adoption, usage consistency and tool time-to-value

Speakers

Emily Cnossen

Martech Specialist, SAP Concur

Dave Hsu

Global VP, Marketing Data & Technology, SAP Concur,

Moderator

Erica Seidel
CEO, The Connective Good,

The Truth About Personalization: Using a CDP to personalize marketing on the channels that really matter

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    Solutions

Presented by:

Overview

For the last several years, pundits have predicted that THIS would be the year mass personalization takes off. Industry giants like Facebook and Amazon have been held up as shining examples of how to personalize at scale. But is this level of personalization really needed for all companies on all channels?

In this session we'll share the results of a new Forbes personalization survey with industry benchmarks collected from marketing leaders from global 2000 companies to help better define what's working, what's not, and how a Customer Data Platform can be used to maximize personalization results on the right channels that matter for your business.

Marketers will learn:

   1. What personalization consumers expect and want from companies and which channels actually matter to customers and prospects and where to get the best ROI for your marketing dollars

   2. Strategies for segmenting your customers/prospects by using the data you already have to compete with the data goliaths like Amazon, Netflix and more.

   3. How a Customer Data Platform can help enable marketers to be more data driven.


Sponsor

Arm Treasure Data enterprise Customer Data Platform (CDP) unifies data from multiple sources - online, offline, IoT and device generated data - and empowers enterprises to disrupt their markets with superior customer experiences. Our customers are creating transformational customer relationships by connecting the data dots with our CDP. Arm Treasure Data is fully owned by Arm Holdings and has a global customer base of over 300 enterprises including Fortune 500 and Global 2000 companies. Our clients manage over 130 trillion records, resulting in more predictable and profitable business results

Speakers

Tom Treanor

Head of Marketing, Arm Treasure Data

3:50-4:20

Refreshments & Expo Hall Time

4:20-5:00

The Disruption Mindset: Why Some Organizations Transform While Others Fail

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    Keynote

Overview

"Disrupt or Die" has been the rallying cry for decades, but what does it actually mean to be disruptive, to make it the center of your strategy?

Many companies set a goal to develop "disruptive" innovations, believing innovation will disrupt their market and drive growth. But that's not how it works: disruption doesn't create growth. Growth creates disruption. Transformations are never easy, and the unrelenting pace of technological change makes it doubly difficult.

But there's hope and a way forward — starting with reframing your strategy, leadership and culture so that disruptive growth is at the top of your agenda.

In Charlene's keynote you'll learn how to:

- Define what disruption is — and isn't — and how it can drive growth.
- Identify and prioritize the right disruptive growth moves — and align the organization around them.
- Understand how leaders must show up differently when pursuing a disruption strategy.
- Instill disruption into a status-quo culture.

Register now and receive a free copy of Charlene's new book, "The Disruption Mindset: Why Some Organizations Transform While Others Fail," at the conference. (First come, first served!)

Speakers

Charlene Li

Senior Fellow, Altimeter, a Prophet Company,

Moderator

Scott Brinker
Conference Chair, MarTech & Editor, chiefmartec.com,

How DestinationXL is using Data & AI to transform its retail business

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    Solutions

Presented by:

Overview

The retail industry is going through tectonic shifts due to rapidly changing consumer expectations. Laura Cicchelli, VP of CRM and Analytics at specialty retailer for big & tall men DestinationXL, takes you through their Martech transformation journey toward making data-driven decisions instead of intuition-based judgements. Learn how DXL was able to hyper-personalize the customer experience across multiple channels by bringing the right data together, making process & resource changes, and through implementing the right set of technologies.

This session covers:

  • Key challenges & business goals at DXL
  • Business & technology transformation journey
    • Creating a unified customer 360 profile using transactional & behavioral data across various systems
    • Hyper-personalizing customer experiences for the specialty niche - large & tall men
    • Building data infrastructure to support business goals
    • Using AI/ML for identifying patterns & opportunities
  • Future steps for DXL

Also learn how Element Solutions, a digital transformation consulting firm and industry leader in customer satisfaction, helped DXL through its data-driven marketing journey.


Sponsor

Element Solutions is a global team of 500+ leading strategic thinkers, digital marketing and design masters, data analysts, software engineers, and process optimization specialists with an elemental desire to create transformative digital solutions. We are dedicated to creating frictionless technological experiences that solve problems and significantly improve people’s lives.

Speakers

Laura Cicchelli

VP of CRM and Analytics, DXL

Venu Gooty

Head, Data Driven Intelligence Practice, Element Solutions

5:00-6:00

Expo Hall Reception

After a day full of learning, unwind with drinks and appetizers in the Expo Hall. Meet even more exhibitors and forge new bonds with your martech community. (Open to all pass holders.)

Architecting a Future-Proof Martech Stack: A Chief Growth Officer's Guide to Filling in the Missing Pieces

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    Solutions

Presented by:

Overview

Data-powered growth can be an elusive goal. When it comes to today's fickle, fast-moving, omni-channel consumer, striking gold can often seem like a matter of chance. But a driven professional isn't apt to wait around for luck to strike. Instead, they need to own the moment. Every moment.

Developing self-driven, predictable outcomes requires cultivating a growth-minded strategy and a strong team, but most critically, a diverse but complementary tech stack is needed to back it all up. In this solutions track, Blueshift's Chief Growth Officer, Josh Francia, will share his own tried-and-tested recipe for building an engine that leads to sustaining growth and success. He'll also share how this approach has brought him greater returns, easier execution, and deeper customer insights for nearly two decades.


Sponsor

San Francisco-based Blueshift is the leading AI-powered Customer Data Platform. Its patented AI technology empowers marketers to deeply understand their customer data, and orchestrate 1:1 campaigns across multiple channels. Leading consumer brands such as LendingTree, Udacity, IAC, and the BBC use Blueshift to increase customer engagement and revenue. The company is backed by prominent venture capital firms including Storm Ventures and Nexus Venture Partners.

Speakers

Josh Francia

Chief Growth Officer, Blueshift
Calendar

Discover MarTech Agenda - Tuesday, September 17th

10:20-10:35

Critical Channels of Choice — Meeting Clients at THEIR Moment of Need - Pitney Bowes

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    Discover MarTech

Presented by:

Overview

By 2020, 85% of all customer engagement will take place without the aid of a human...so how are leading organizations achieving this via the digital transformation of their customer engagement? Embracing clients at their moments of need is more crucial than ever before...Join us as we examine how our clients provide meaningful business impact and win in the highly-competitive battleground of customer experience. Discover the digital tools - Chatbot, Personalized Video, Mobile and Self-Service - that are enabling customer-obsessed organizations to embrace new market opportunities and exceed customer expectations.

Speaker

Matt Tredinnick

Global Director, Product Marketing, Pitney Bowes
10:40-10:55

What Buyers Want (And Will Never Tell You) - VanillaSoft

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    Discover MarTech

Presented by:

Overview

Much of today's research on sales development has been largely sales-focused - how should sales engage with prospects to optimize success. But what does the buyer think? What does the buyer want? Are you negatively impacting your success because you're not engaging with buyers as they expect you to? Join this session and learn what over 2000 surveyed buyers say when it comes to their needs and preferences...from their point-of-view. Learn how their needs change over the course of the entire Buyer's Journey, along with what specific actions you need to take to support a "buyer-focused" sales engagement process.

Speaker

Darryl Praill

CMO, VanillaSoft
11:00-11:15

The Future of Paid Search - Search Engine Land

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    Discover MarTech

Presented by:

Overview

From creatives, to bidding to attribution, machine learning is upending the way digital advertisers plan, execute, optimize and measure paid search campaigns. Keywords are taking a back seat to audiences. As campaigns automatically extend beyond search results, paid search is becoming multichannel by default.

Search Engine Land and MarTech Today's Editor-in-Chief Ginny Marvin will discuss the significant changes concurring in paid search, how organizations need to adapt and why the entire marketing team needs to understand and embrace these changes -- not just those working directly in paid search.

Speaker

Ginny Marvin

Editor-in-Chief, Marketing Land
11:20-11:35

How eBay Grew An Active Grassroots Advocacy Community Using Martech - REQ

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    Discover MarTech

Presented by:

Overview

Since 2004, REQ has partnered with eBay to develop and grow eBay Main Street,? a global grassroots community of small business and e-commerce advocates. Core to this effort is a marketing stack also includes a website, social media channels and monitoring tools, analytics, and A/B/multivariate testing tools to achieve greater success from advocacy campaigns. This automation program is integral to these advocacy campaigns and is essential for engagement with state, federal, and international policymakers. In this session, Eric Gilbertsen, REQ's chief client officer, will discuss the work involved in keeping advocates engaged over many years and thinking about issues integral to eBay's core business.

Speaker

Eric Gilbertsen

Chief Client Officer, REQ
11:50-12:05

Clarifying The Murky Waters Of Attribution - Ai Media Group

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    Discover MarTech

Presented by:

Overview

Marketing pioneer John Wanamaker once famously said, "Half the money I spend on advertising is wasted; the trouble is, I don't know which half." If a marketer said that today they would be out of a job. And yet with so many touchpoints across so many channels and so much noise in advertising and marketing today, it's no wonder that properly measuring attribution remains difficult and marketing spend is wasted.

In this session, you'll learn how to get a clear look at attribution, leading to better optimization of campaign performance and a better customer experience.

Speaker

Kenneth (Shark) Kinney

Podcast Host of "A Shark's Perspective" / VP of Marketing and Digital Strategy, Ai Media Group
12:10-12:25

Integrating Data Scientists Into Your Marketing Team - Civis Analytics

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    Discover MarTech

Presented by:

Overview

Data scientists create immense value for marketing organizations, but without new processes, alignment of expectations, and clear lines of communications, you effort can be easily derailed. Getting everyone speaking the same language and working toward common goals is critical.

This session explores how business leaders can successfully integrate data scientists into their marketing teams, enabling everyone to be as efficient and effective as possible.

Speaker

Katie Malone

Director of Data Science, Civis Analytics
12:40-12:55

The Right Way to Buy Marketing Technology - Real Story Group

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    Discover MarTech

Presented by:

Overview

Implementing the right technology is a critical precondition to your digital marketing success, yet industry surveys suggest that more than half of all toolset selection projects fail to identify the best solution for the customer's needs. Why? Enterprise selection teams too often follow a "waterfall" method that involves long lists of required features and too little human involvement and testing. In this session, Tony - author of The Right Way to Select Technology - will show you a more agile selection process that incorporates the latest in design thinking.

Speaker

Tony Byrne

Founder, Real Story Group
1:00-1:15

Better together: How Salt River Project supercharges productivity with DAM and creative collaboration software - OpenText

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    Discover MarTech

Presented by:

Overview

OpenText Media Management is a leader in the Digital Asset Management market and provides streamlined collaboration capabilities as well as integration with OpenText Hightail to easily share, collaborate, and approve large, rich media files. We’ll explore how a large public utility, Salt River Project, is leveraging the simplicity of OpenText Media Management for management of all their digital assets and using OpenText Hightail to boost their team’s productivity and generate high cost and resource savings across the digital content supply chain.

Speaker

Michael Snow

Senior Product Marketing Manager, CEM, Media, OpenText
1:20-1:35

How Miami-Dade County puts customers' digital experiences first - OpenText

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    Discover MarTech

Presented by:

Overview

Understanding each customer's journey with your brand means delivering the right content to the right person at the right time. This approach comes naturally to Miami-Dade County. Learn how this award-winning organization reimagined web content management to simplify the path to knowledge for all audiences - from journalists to tourists - using OpenText TeamSite.

Speaker

Mike Centioli

Sr. Fellow, Customer Experience Value, OpenText
1:40-1:55

The Next Generation of Social Media Monitoring: Introducing Automated Trend Detection & Insights - Synthesio

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    Discover MarTech

Presented by:

Overview

We all know the pool of online data is vast. Dispersed within that pool are insights that are incredibly valuable for brands if discovered and acted upon. But as always, there's a catch! Sorting through thousands, or even millions, of irrelevant mentions, interactions, and impressions to get to an actionable insight or trend manually is impossible. Even if the data is well-organized in clear data visualizations, crucial online trends, and insights will be missed.

We're at a turning point. Consumers are speaking up everywhere and faster than ever before. That's why we, Synthesio & Ipsos, have created Signals. The Rigor of market research at the speed of social.

Attend our session to learn how bringing together decades of market research methodologies, and social listening technology, will provide insights that will help you answer real business questions like:

  • Is a new competitor becoming a threat to my business?
  • Are the influencers I work with generating engaging content?
  • Who or what do consumers associate with my brand?

Speaker

Ryan McGinnis

Senior Enterprise Account Executive, Synthesio, an Ipsos company

Speaker

Vijay Renganathan

Director of Sales Engineering at Synthesio, Synthesio, an Ipsos company
2:00-2:35

Marketing to the Managed Inbox: Deliverability meets Optimization - MarTech Today

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    Discover MarTech

Presented by:

Overview

The complexities and nuances of reaching subscribers' inboxes are more challenging than ever, and it's only getting more complicated. Evolving algorithms monitoring incoming email, new data regulations and heightened awareness of digital fraud have ushered us into the era of optimizing for our subscribers’ trust.

A seemingly infinite combination of variables can make or break your email marketing. Email optimization and deliverability go hand-in-hand when it comes to sending emails, and that’s why we've created the very first resource for marketing professionals that encompasses the elements of both.

From infrastructure requirements to email design and emerging technologies, the Periodic Table of Email Optimization and Deliverability is a comprehensive new resource designed to guide you through the different elements required to keep your emails out of the spam folder and in front of your subscribers. You'll be the first to see this new resource in this special theater session.

Speaker

Jennifer Cannon

Senior Editor, MarTech Today
2:30-2:45

3 Real-World Examples of More Effective Marketing - Workfront

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    Discover MarTech

Presented by:

Overview

Marketing is more complicated than ever, and in today’s world of constantly evolving technologies and misaligned processes, marketing teams need to change the way they’re working to be successful. To be truly effective, modern marketing teams need to combine a proactive approach with the right technology, process, and people. This new way of working can be your secret weapon against siloed teams, disconnected tools, and manual and time-consuming processes. Join Workfront Solution Advisor, Marc Buchanan, as he demonstrates three real use cases that can help you make your own marketing efforts more effective.

In this session, you'll learn how to:

  • Create unified workflows to get everyone on the same page
  • Align processes to drive value
  • Integrate and connect a cluttered martech stack

Speaker

Marc Buchanan

Solution Advisor, Workfront
2:50-3:05

A Picture is Worth a Thousand Clicks: Optimizing Your Product Images to Boost Conversions - AB Tasty

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    Discover MarTech

Presented by:

Overview

AB Tasty is the fastest-growing provider of AI-powered experimentation & personalization, helping businesses drive more conversions and revenue on all its digital assets. AB Tasty client Best Western® Hotels & Resorts was constantly struggling to find an efficient way to determine the most salient image to put front and center on its website, a challenge that many e-commerce businesses also face. By implementing AB Tasty's image matchmaker solution, Best Westerns was able to see a whopping 26% increase in transactions on its website.

Speaker

Gregory Batchelor

VP Marketing, AB Tasty
3:10-3:25

The Database Diet: Breaking Up With Bad Contacts - Lexia Learning (a Rosetta Stone company)

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    Discover MarTech

Presented by:

Overview

Email is one of the most effective marketing channels for ROI, yet our prospect databases are often neglected, resulting in "dirty data" and "bad contacts." In this session our speaker will explore how your database health could be impairing the effectiveness of your email marketing campaigns. She'll walk you through simple changes you can make today to improve your email KPIs and optimize the use of your contacts.

Speaker

Kelly Whelan

Marketing Automation Manager, Lexia Learning
3:30-3:45

What's Next for Customer Data Platforms? - Raab Associates, Inc.

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    Discover MarTech

Presented by:

Overview

A majority of marketers now report they have a Customer Data Platform ('CDP'), even though few actually have a system that offers true CDP functionality. Learn why there's confusion, what makes a real CDP, and what you're missing if your systems fall short. In this session, David gives you a look at industry trends, the impact of CDPs from Adobe, Salesforce, and Oracle, and why many companies find two CDPs are better than one.

Speaker

David Raab

Principal, Raab Associates, Inc.
3:40-3:55

Get the Right Vendor Short List - Real Story Group

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    Discover MarTech

Presented by:

Overview

You've identified a technology gap, but the array of vendor choices can be totally dizzying (just look at the MarTech show floor!). To simplify your selection process, you need to identify the right "short list" of vendors to approach. But how?

This session will show you a different kind of approach to winnowing down a long list of vendors to just a handful of candidates for subsequent testing, using a modern methodology based on design thinking and user stories.

Speaker

Tony Byrne

Founder, Real Story Group
4:00-4:15

VWO

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    Discover MarTech

Presented by:

Overview

TBA

4:20-4:35

How The New York Times Running Agile MarTechTeams & Our Foray Into Agile Budgeting - The New York Times

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    Discover MarTech

Presented by:

Overview

Agile is the new black in marketing. Marketers have heard the hype, but many do not know where to start with implementing agile practices into their own organization.

In this session, you'll get an inside look at how The New York Times, one of the world's largest media companies, manages its martech team using agile. You'll learn about the challenges they overcame and the lessons learned from losses along the way. You'll also see how NYT budgeted its martech projects and how that process has evolved in response to the changing technology landscape.

Speaker

Nimpee Kaul

Program Manager, The New York Times
5:00-5:15

Validity

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    Discover MarTech

Presented by:

Overview

TBA

5:15-5:30

Marketing to the Managed Inbox: Deliverability Meets Optimization - MarTech Today

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  • Track

    Discover MarTech

Presented by:

Overview

The complexities and nuances of reaching subscribers' inboxes are more challenging than ever, and it's only getting more complicated. Evolving algorithms monitoring incoming email, new data regulations and heightened awareness of digital fraud have ushered us into the era of optimizing for our subscribers’ trust.

A seemingly infinite combination of variables can make or break your email marketing. Email optimization and deliverability go hand-in-hand when it comes to sending emails, and that’s why we've created the very first resource for marketing professionals that encompasses the elements of both.

From infrastructure requirements to email design and emerging technologies, the Periodic Table of Email Optimization and Deliverability is a comprehensive new resource designed to guide you through the different elements required to keep your emails out of the spam folder and in front of your subscribers. You'll be the first to see this new resource in this special theater session.

Speaker

Jennifer Cannon

Senior Editor, MarTech Today
5:20-5:35

Airtable

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    Discover MarTech

Presented by:

Overview

TBA

Calendar

Wednesday, September 18th

7:30-9:00

Breakfast & Registration

8:15-8:45

Breakfast Keynote: "Do Not Sell": Comparing and Tackling CCPA and Nevada Requirements

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    Solutions

Presented by:

Overview

The CCPA has started an avalanche of new state privacy laws and amendments around the country. From New York to Nevada, these regulations aim to put the control of personal data back with the people, but leave privacy and marketing teams with even more questions. Just how alike are the CCPA's "Do Not Sell" and Nevada Privacy Law's "Opt Out of Sale" requirements? How do you understand what data you sell and where that data exists? How can you create customer experiences that deliver on user experience expectations that also integrate with backend systems to automate the process? This session will answer these questions, compare the two laws, share a "Do Not Sell"/"Opt Out of Sale" roadmap and action plan and detail how to create a scalable and sustainable approach to consumer rights to comply with a variety of state and global privacy laws.

Key takeaways:

  • Understand CCPA "Do Not Sell" and Nevada Privacy "Opt Out of Sale" requirements
  • Learn how to automate compliance while delivering on consumer experience
  • Take home a "Do Not Sell" roadmap and action plan for compliance across states and countries

Sponsor

OneTrust is the largest and most widely used dedicated privacy management technology platform used by more than 2,000 customers, including 200 of the Global 2,000, for compliance with global data privacy regulations, including the GDPR, CCPA, ePrivacy and more.

OneTrust helps organizations implement global privacy requirements, including Data Protection by Design and Default (PbD), Data Protection Impact Assessments (PIA/DPIA), Vendor Risk Management, Incident and Breach Management, Records of Processing (Data Mapping), Consent Management, Cookie Consent Banners, GDPR Data Subject Rights and CCPA Consumer Rights.

To learn more, visit OneTrust.com.

9:00-10:15

From CMO to CEO: The Journey and Lessons Learned

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    Keynote

Overview

Want to be CEO? Marketing hasn't traditionally been the path, but changes may be afoot.

After stints as CMO at HubSpot and Cybereason, Mike landed the top job at Lola.com. In the last year, he's been experiencing the journey from marketing leader to CEO. In this entertaining keynote, he'll discuss the transition from CMO to CEO and how the CMO role is a new and fetile breeding ground for CEOs. You'll get a first hand account of the strengths and weaknesses that a marketer brings to the CEO role, insight on how a CMO should prepare to be CEO, and how being CEO changes the way you think about marketing.

Speakers

Mike Volpe

CEO, Lola.com,

Moderator

Scott Brinker
Conference Chair, MarTech & Editor, chiefmartec.com,