SEPTEMBER 16-18, 2019 | HYNES CONVENTION CENTER | BOSTON, MA SEPTEMBER 16-18, 2019 | HYNES CONVENTION CENTER | BOSTON, MA
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Workshops
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.
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Workshops
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.
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Workshops
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.
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Workshops
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.
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General
Kick off MarTech with a lightning round of speed networking. You’ll meet MarTech attendees, and have an opportunity to forge new bonds before the show gets started!
Sponsored by
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Modern day marketing teams are searching for ways to create better experiences, both for customers and their workforce. Digital transformation (DX) and the increase in digitization is enabling marketing organizations to deliver better work, get it done faster, and achieve total work visibility, no matter where teams and people are located.
But how best can you take DX from a broad and generic concept to a more meaningful way of working so you can get the most from your people, processes and tools? How do you achieve true operational efficiency when meetings, emails and other interruptions are leaving us with only 40% of our day to focus on our core jobs?
Join Heidi Melin, CMO of Workfront, and Cliff Stevens, Director of Creative Operations at Liberty Mutual Insurance as they discuss proven methods to transform the way work gets managed, so you can be more collaborative, incorporate digitization in your day-to-day, and connect and align your tech stack for greater operational efficiency.
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.
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General
Heading into 2019, marketing technology and operations has been accepted as a critical function for executing successful marketing programs and delivering a remarkable customer experience. But we're still in the early days of systematically harnessing its potential.
In this opening keynote, Scott distills "the new, new rules of marketing" that are being shaped by best-in-class marketing technology and operations processes, strategies and infrastructure. These include:
- As much as possible: centralize data and decentralize experimentation.
- Key architectural principle for martech stacks: design for change.
- The crucial "ops alliance" between marketing, sales and customer service.
- Distributed analytics and innovation at scale with "citizen technology."
Operational excellence with these new, new rules of marketing offers an enormous opportunity for competitive advantage.
The MarTech Conference is programmed by conference chair Scott Brinker, who has been chronicling the rise of marketing technology and its impact on marketing strategy, management, and culture on his blog, chiefmartec.com, since 2008. He is the creator of the annual marketing technology landscape supergraphic, the industry reference for the evolving vendor categories of the field, and the author of the book Hacking Marketing, a guide to marketing management in a software-driven world.
The MarTech Conference is programmed by conference chair Scott Brinker, who has been chronicling the rise of marketing technology and its impact on marketing strategy, management, and culture on his blog, chiefmartec.com, since 2008. He is the creator of the annual marketing technology landscape supergraphic, the industry reference for the evolving vendor categories of the field, and the author of the book Hacking Marketing, a guide to marketing management in a software-driven world.
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General
In 2017, Akamai took an inventory of its marketing technology and discovered 80 applications across 175 marketers in need of a cohesive strategy to guide investment. Soon after, they began a multi-year martech journey that included taking a fresh look governance, procurement and dedicated resources.
In this session, you'll get an inside look into this enterprise-wide process, which ultimately led to a new company mandate: Every decision on tech must align with an external positive impact on customers, as well as an internal positive impact on employees (i.e., productivity, automation, ROI).
You'll learn how Akamai is making this three-year plan a reality as their CMO recounts the challenges and opportunities the company faced along the way. You'll learn:
- How to establish your vision of a customer-centric marketing experience.
- How to build your capability requirements and technology stack to enable your transformation, drive adoption and realize your vision.
- How to be strategic in your martech investments.
- How to connect all touch points, building on each to create a personalized experience aligned to solution, intent, behavior and journey.
- Why a unified marketing technology vision should make sense for your customers and your company.
The MarTech Conference is programmed by conference chair Scott Brinker, who has been chronicling the rise of marketing technology and its impact on marketing strategy, management, and culture on his blog, chiefmartec.com, since 2008. He is the creator of the annual marketing technology landscape supergraphic, the industry reference for the evolving vendor categories of the field, and the author of the book Hacking Marketing, a guide to marketing management in a software-driven world.
Monique Bonner is Senior Vice President & Chief Marketing Officer at Akamai. She leads Akamai's global corporate marketing and communications functions, including all facets of the Akamai brand, as well as the company's digital marketing strategy and go-to-market programs. Among her top marketing priorities at Akamai has been a sharpened focus on enhancing the digital customer experience.
She has more than 20 years of marketing and operations experience, leveraging digital technologies, big data, and advanced analytics to drive effective and personalized marketing at scale.
Prior to joining Akamai in 2016, she held global leadership roles at Dell, most recently serving as VP of Global Digital, Technology and Innovation focused on optimizing marketing operations effectiveness. Previously, she was VP, Global Brand, Digital and Solutions Marketing; and VP, Americas Marketing. She joined Dell in 2000 and for seven years managed Dell's European marketing and sales teams.
Ms. Bonner has served on the Ad Council's Board of Directors and Conference Board's Council for Brand Management. She earned her Bachelor of Arts from Middlebury College and her Master of Business from the University of Michigan.
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General
Sales and marketing technologies, more automation, and analytics should lead to more productivity and revenue growth. But half of Fortune 500 companies aren't growing or struggle to grow...despite a 10% increase in marketing and sales technology spend.
By integrating marketing and sales ecosystem, your organization can have a 360 degree view of the prospect/customer, and better predict the next action in ad spend, engagement, quoting, and retention.In this session, you'll learn to:
The MarTech Conference is programmed by conference chair Scott Brinker, who has been chronicling the rise of marketing technology and its impact on marketing strategy, management, and culture on his blog, chiefmartec.com, since 2008. He is the creator of the annual marketing technology landscape supergraphic, the industry reference for the evolving vendor categories of the field, and the author of the book Hacking Marketing, a guide to marketing management in a software-driven world.
VP Marketing Technology and Digital Experience, Aetna
Shiva Mirhosseini is vice president, Marketing Technology and Digital Experience. Her team is charged with design and development of digital solutions for marketing and sales enablement. Shiva comes to Aetna with over 10 years of experience in Management Consulting, Product Marketing, Digital Media, Customer Experience Strategy, and eCommerce at Booz Digital, Deloitte Digital, The Wall Street Journal, and Wayfair. Shiva has been named top 25 executive digital marketers under 40 by LIMRA in the financial services.
Shiva received her Master of Business Administration degree in Strategy and Marketing, as well as her master’s in International Studies with Distinction from The Wharton School and The Joseph Lauder Institute at the University of Pennsylvania. She received her Bachelor of Science/Bachelor of Arts degree in Finance and Entrepreneurship from Babson College.
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General
The promise of AI and new software isn't only useful for driving personalized campaigns and targeting customers and prospects. New tools and platforms such as Robotic Process Automation (RPA) promise to bring AI to workflow automation and marketing task management.
In this session, you'll learn where RPA stands today, who uses it and why every marketer must know what it is. You'll walk away with an understanding of how RPA will impact marketing through Neeti's in-depth use cases of how AI and machine learning will increasingly impact all marketers and their teams.
The MarTech Conference is programmed by conference chair Scott Brinker, who has been chronicling the rise of marketing technology and its impact on marketing strategy, management, and culture on his blog, chiefmartec.com, since 2008. He is the creator of the annual marketing technology landscape supergraphic, the industry reference for the evolving vendor categories of the field, and the author of the book Hacking Marketing, a guide to marketing management in a software-driven world.
Neeti is a Co-founder and Senior Vice President of Automation Anywhere, leading brand and culture strategies and initiatives across the company. An avid strategist, she brings over 20 years of business management, marketing and entrepreneurial experience from a wide variety of industries including technology, business consulting and advertising. Neeti thrives on holistically negotiating the continuously evolving character of marketing programs and loves to “play customer” personifying the voice of the customer. She is the company’s thought leader and vocal advocate of “bot ethics” in a world moving decisively to an AI world.
Neeti influences business strategy in scaling and driving company success. She defines and develops the Automation Anywhere brand as the world's leading intelligent digital workforce provider. She is also responsible for working across company divisions in maintaining focus on superior user experiences helping to drive customer success.
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Marketing
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.
Erica Seidel runs The Connective Good, a retained executive recruiting practice that helps companies land leaders in martech, marketing, digital strategy, marketing analytics, and market research. She also pens a blog called 'Practical Tips on Recruiting Great Analytical Marketing Talent' at www.theconnectivegood.com. Previously, she ran Forrester Research's global advisory businesses for CMOs and digital marketing leaders of Fortune 500 companies, achieving 600% growth and radical improvement in client retention.
She also has significant experience in new product development and user experience, with companies such as Sony, IBM, Pitney Bowes, and Sun Microsystems (now Oracle).
Erica has an MBA in Marketing from the Wharton School of the University of Pennsylvania and a BA in International Relations from Brown University.
Research Director, IDC
Gerry Murray is a Research Director with IDC's CMO Advisory service. He 20 years of experience in the high tech industry both as an analyst and a marketer. He provides best practice guidance to senior marketing executives at many of the world's largest high tech companies. His research spans a wide range of marketing topics as well as channel and sales enablement and customer experience.
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Technology
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.
Anand Thaker is a leader, builder and advisor in marketing technology and growth strategy. His 15-years of experience includes marketing, sales, CX, data, analytics, and intelligent systems/AI.
To succeed in a diverse, dynamic, interconnected marketplace, modern leaders must leverage the right mix of data, intelligent solutions, and seasoned judgment. He founded IntelliPhi to advance human & digital go-to-market decision intelligence for growth-driven leaders. He is also the co-collaborator of the Martech 5000 Landscape with Scott Brinker.
Anand’s experience building and growing high-growth product startups and consulting firms in marketing technology to enterprise firms such as Siemens, Silverpop/IBM, Microsoft, Blackstone, Capgemini, GTRI, Salesforce.com, Fidelity, NYSE, Southern Company and eBay. He also serves as a liaison and advisor to improve venture investors batting average, navigate startup founders, support enterprise executives, and provide leading trends and insights to industry analysts on marketing, sales and customer technologies.
Anand also has a knack for identifying and cultivating rising sales and marketing leaders. He previously consulted and developed solutions in the highly data-driven energy and finance industries after graduating as a computer engineer from Georgia Tech.
Principal, Raab & Associates
David M. Raab is founder of the Customer Data Platform Institute, which educates marketers and technologists about customer data management. As Principal at Raab Associates, Inc., he has been helping marketers to understand, find and deploy appropriate technologies since 1987. Typical projects include marketing process analysis, architecture planning, needs definition, and vendor selection. He also consults with industry vendors on product and business strategy.
David regularly speaks and teaches at conferences around the world. He has published hundreds of articles on marketing technology and is author of The Marketing Performance Measurement Toolkit (Racom Books, 2009). Additional research appears regularly on his blog http://customerexperiencematrix.blogspot.com.
He holds a bachelor's degree from Columbia University and MBA from the Harvard Business School. Prior to Raab Associates, he held senior marketing positions in the publishing and continuity industry.
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Management
"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.
The MarTech Conference is programmed by conference chair Scott Brinker, who has been chronicling the rise of marketing technology and its impact on marketing strategy, management, and culture on his blog, chiefmartec.com, since 2008. He is the creator of the annual marketing technology landscape supergraphic, the industry reference for the evolving vendor categories of the field, and the author of the book Hacking Marketing, a guide to marketing management in a software-driven world.
Director of Product, Marketing Technology, The New York Times
Pamela Della Motta built her career in Marketing specifically in the area of Marketing Operations. She joined The New York Times in 2013 as a manager in Marketing Operations which presented to her the unique position to learn all about the technology ecosystem that supported marketing campaign execution, it's complexities and opportunities to modernize. Also in this role she took the initiative to intimately understand the critical part big data plays in the everyday operations of marketing. At a time when new marketing technology was being aggressively invested, Pamela identified an opportunity to rationalize the marketing technology stack by surfacing gaps and redundancies within the stack and shining a spotlight in the technology and data silos that existed.
She transitioned to a product management role within the Technology organization earlier this year where she manages a team of product managers focused on overseeing a MarTech product portfolio consisting of marketing tools like marketing automation, CDP's, web content management systems, microservices for marketing data and A/B testing platforms. It is in this role that she discovered her team was in an unique position to bridge the cultural divide between the marketing and technology organizations and is working with colleagues in both marketing and technology towards enabling these two organizations to work even better together.
VP for Engineering, The New York Times
Kristian Kristensen is the VP of Engineering, Ecommerce for the New York Times. His group builds and runs the systems powering the Times subscription business. This includes quote to cash systems, manage your account, signup/login, call center, MarTech, and more. During his tenure the Times have added more than 1.5 million new digital subscribers.
Prior to the Times, Kristian ran engineering at GameChanger, an amateur sports scorekeeping startup in New York City. GameChanger exited to Dicks Sporting Goods in November of 2016.
Before GameChanger, Kristian was VP of Engineering at Alphaworks, an equity crowdfunding startup. Previously he was head of platform and backend engineering at Venmo/Braintree. Venmo/Braintree was acquired by Paypal in 2015.
Kristian started his career at Microsoft in their Consulting division where he consulted with the largest Telco in Denmark improving their Call Centers using software.
Kristian holds an M.Sc. in Software Engineering from Aalborg University in his native Denmark. He's a Certified Agile Leader (CSM), Certified ScrumMaster (CSM), and a Certified Scrum Product Owner (CSPO). He lives in New York City.
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Solutions
After a series of large acquisitions, a name change, and an overall rebranding over the past decade, CVS Health began adjusting its Martech stack to better manage various marketing initiatives across its growing enterprise. It sought to:
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.
Conference Chair, MarTech & Editor, chiefmartec.com
@chiefmartecThe MarTech Conference is programmed by conference chair Scott Brinker, who has been chronicling the rise of marketing technology and its impact on marketing strategy, management, and culture on his blog, chiefmartec.com, since 2008. He is the creator of the annual marketing technology landscape supergraphic, the industry reference for the evolving vendor categories of the field, and the author of the book Hacking Marketing, a guide to marketing management in a software-driven world.
Director of Product, Marketing Technology, The New York Times
Pamela Della Motta built her career in Marketing specifically in the area of Marketing Operations. She joined The New York Times in 2013 as a manager in Marketing Operations which presented to her the unique position to learn all about the technology ecosystem that supported marketing campaign execution, it's complexities and opportunities to modernize. Also in this role she took the initiative to intimately understand the critical part big data plays in the everyday operations of marketing. At a time when new marketing technology was being aggressively invested, Pamela identified an opportunity to rationalize the marketing technology stack by surfacing gaps and redundancies within the stack and shining a spotlight in the technology and data silos that existed.
She transitioned to a product management role within the Technology organization earlier this year where she manages a team of product managers focused on overseeing a MarTech product portfolio consisting of marketing tools like marketing automation, CDP's, web content management systems, microservices for marketing data and A/B testing platforms. It is in this role that she discovered her team was in an unique position to bridge the cultural divide between the marketing and technology organizations and is working with colleagues in both marketing and technology towards enabling these two organizations to work even better together.
VP for Engineering, The New York Times
Kristian Kristensen is the VP of Engineering, Ecommerce for the New York Times. His group builds and runs the systems powering the Times subscription business. This includes quote to cash systems, manage your account, signup/login, call center, MarTech, and more. During his tenure the Times have added more than 1.5 million new digital subscribers.
Prior to the Times, Kristian ran engineering at GameChanger, an amateur sports scorekeeping startup in New York City. GameChanger exited to Dicks Sporting Goods in November of 2016.
Before GameChanger, Kristian was VP of Engineering at Alphaworks, an equity crowdfunding startup. Previously he was head of platform and backend engineering at Venmo/Braintree. Venmo/Braintree was acquired by Paypal in 2015.
Kristian started his career at Microsoft in their Consulting division where he consulted with the largest Telco in Denmark improving their Call Centers using software.
Kristian holds an M.Sc. in Software Engineering from Aalborg University in his native Denmark. He's a Certified Agile Leader (CSM), Certified ScrumMaster (CSM), and a Certified Scrum Product Owner (CSPO). He lives in New York City.
Product Marketing Director, Aprimo
Anjali is a product marketing director at Aprimo, and looks after the strategy, go to market, positioning, and messaging for the Marketing Productivity, Plan and Spend, and Digital Asset Management products. Prior to joining Aprimo, she was an industry-recognized thought leader at Forrester Research where she covered the marketing technology, eCommerce, and digital agency spaces.
Digital Asset Manager, CVS Health
Laura Patterson is the Digital Asset Manager for the CVS Health Enterprise. She has been with the organization for 11 years and has over 5 years of experience in the DAM technology and Asset Management field. She leads the strategy, design, development, deployment and training for several of the organization's marketing technology solutions. Laura is also responsible for establishing the governance framework, service delivery outcomes and associated processes related to CVS Health's Asset Management systems.
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Your marketing team has learned to do more with less and leverage the insights and know-how to get the job done. You've gotten lean and yet you still generate incredible content and campaigns to drive your business. But... there is always more to do and more data and insights to analyze. What if you could do your job faster, smarter, analyze more data more quickly, and drive to insights quickly so that you can be more creative to deliver exceptional customer experiences and journeys?
You can - with AI-powered marketing. Join us as we take a tour of many of the ways AI manifests itself in the today's marketing function and role - from reporting on and analyzing campaign metrics, to identifying audiences before they opt out, to identifying where customers struggle with their customer journey and experiences. We'll cover all of this and more in this primer for learning what AI-powered marketing is and what it can do for your team as you prepare for 2019.
Conference Chair, MarTech & Editor, chiefmartec.com
@chiefmartecThe MarTech Conference is programmed by conference chair Scott Brinker, who has been chronicling the rise of marketing technology and its impact on marketing strategy, management, and culture on his blog, chiefmartec.com, since 2008. He is the creator of the annual marketing technology landscape supergraphic, the industry reference for the evolving vendor categories of the field, and the author of the book Hacking Marketing, a guide to marketing management in a software-driven world.
Director of Product, Marketing Technology, The New York Times
Pamela Della Motta built her career in Marketing specifically in the area of Marketing Operations. She joined The New York Times in 2013 as a manager in Marketing Operations which presented to her the unique position to learn all about the technology ecosystem that supported marketing campaign execution, it's complexities and opportunities to modernize. Also in this role she took the initiative to intimately understand the critical part big data plays in the everyday operations of marketing. At a time when new marketing technology was being aggressively invested, Pamela identified an opportunity to rationalize the marketing technology stack by surfacing gaps and redundancies within the stack and shining a spotlight in the technology and data silos that existed.
She transitioned to a product management role within the Technology organization earlier this year where she manages a team of product managers focused on overseeing a MarTech product portfolio consisting of marketing tools like marketing automation, CDP's, web content management systems, microservices for marketing data and A/B testing platforms. It is in this role that she discovered her team was in an unique position to bridge the cultural divide between the marketing and technology organizations and is working with colleagues in both marketing and technology towards enabling these two organizations to work even better together.
VP for Engineering, The New York Times
Kristian Kristensen is the VP of Engineering, Ecommerce for the New York Times. His group builds and runs the systems powering the Times subscription business. This includes quote to cash systems, manage your account, signup/login, call center, MarTech, and more. During his tenure the Times have added more than 1.5 million new digital subscribers.
Prior to the Times, Kristian ran engineering at GameChanger, an amateur sports scorekeeping startup in New York City. GameChanger exited to Dicks Sporting Goods in November of 2016.
Before GameChanger, Kristian was VP of Engineering at Alphaworks, an equity crowdfunding startup. Previously he was head of platform and backend engineering at Venmo/Braintree. Venmo/Braintree was acquired by Paypal in 2015.
Kristian started his career at Microsoft in their Consulting division where he consulted with the largest Telco in Denmark improving their Call Centers using software.
Kristian holds an M.Sc. in Software Engineering from Aalborg University in his native Denmark. He's a Certified Agile Leader (CSM), Certified ScrumMaster (CSM), and a Certified Scrum Product Owner (CSPO). He lives in New York City.
Global Product Marketing, IBM Watson Marketing, IBM
Jae is a Global Product Marketer with IBM Watson Marketing where he leads the strategic marketing efforts for a portfolio of AI-powered marketing and predictive analytics SaaS offerings. With over 20 years of global marketing experience in product marketing, branding and revenue marketing, Jae has held various marketing leadership roles at LexisNexis, Adecco Group North America, Wolters Kluwer Financial Services and Mergent, Inc. Jae holds a BBA from Hofstra University and an MBA from Wake Forest University.
Global Product Marketing, IBM Watson Marketing, IBM
David is a Product Marketer with IBM Watson Marketing and is responsible for AI-powered B2C and B2B marketing automation and customer experience design and execution. David works with clients and prospects to identify needs, value propositions, and messaging for these Watson Marketing solution areas. David has more than 20 years of experience in various marketing leadership roles at companies including Model N, eFront, Intralinks, CA and Oracle, and he earned a BA from Dartmouth College and an MBA from Northwestern University.
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Yamaha Corporation of America has built its business on a simple philosophy-use unique expertise and a devotion to music and sound to provide the best instruments and sound equipment to its customers. For years, these customer relationships were driven through Yamaha's retail partners. Yet, as many large brands are experiencing, this relationship is rapidly shifting as customers expect a more direct relationship with the brand-requiring new approaches to customer interaction, organizational structures, and technology innovations.
In this session, learn how Yamaha is leveraging customer data to build direct relationships with their customers while maintaining the focus on quality and partnership that have driven the business' success.
Lytics offers the only enterprise-grade Customer Data Platform (CDP) used by The Economist, Dr. Martens, Atlassian, and Nestle. With machine learning, Lytics’ CDP makes customer experiences more relevant and profitable. Lytics is headquartered in Portland, Ore. Learn more at Lytics.com.
Conference Chair, MarTech & Editor, chiefmartec.com
@chiefmartecThe MarTech Conference is programmed by conference chair Scott Brinker, who has been chronicling the rise of marketing technology and its impact on marketing strategy, management, and culture on his blog, chiefmartec.com, since 2008. He is the creator of the annual marketing technology landscape supergraphic, the industry reference for the evolving vendor categories of the field, and the author of the book Hacking Marketing, a guide to marketing management in a software-driven world.
Director of Product, Marketing Technology, The New York Times
Pamela Della Motta built her career in Marketing specifically in the area of Marketing Operations. She joined The New York Times in 2013 as a manager in Marketing Operations which presented to her the unique position to learn all about the technology ecosystem that supported marketing campaign execution, it's complexities and opportunities to modernize. Also in this role she took the initiative to intimately understand the critical part big data plays in the everyday operations of marketing. At a time when new marketing technology was being aggressively invested, Pamela identified an opportunity to rationalize the marketing technology stack by surfacing gaps and redundancies within the stack and shining a spotlight in the technology and data silos that existed.
She transitioned to a product management role within the Technology organization earlier this year where she manages a team of product managers focused on overseeing a MarTech product portfolio consisting of marketing tools like marketing automation, CDP's, web content management systems, microservices for marketing data and A/B testing platforms. It is in this role that she discovered her team was in an unique position to bridge the cultural divide between the marketing and technology organizations and is working with colleagues in both marketing and technology towards enabling these two organizations to work even better together.
VP for Engineering, The New York Times
Kristian Kristensen is the VP of Engineering, Ecommerce for the New York Times. His group builds and runs the systems powering the Times subscription business. This includes quote to cash systems, manage your account, signup/login, call center, MarTech, and more. During his tenure the Times have added more than 1.5 million new digital subscribers.
Prior to the Times, Kristian ran engineering at GameChanger, an amateur sports scorekeeping startup in New York City. GameChanger exited to Dicks Sporting Goods in November of 2016.
Before GameChanger, Kristian was VP of Engineering at Alphaworks, an equity crowdfunding startup. Previously he was head of platform and backend engineering at Venmo/Braintree. Venmo/Braintree was acquired by Paypal in 2015.
Kristian started his career at Microsoft in their Consulting division where he consulted with the largest Telco in Denmark improving their Call Centers using software.
Kristian holds an M.Sc. in Software Engineering from Aalborg University in his native Denmark. He's a Certified Agile Leader (CSM), Certified ScrumMaster (CSM), and a Certified Scrum Product Owner (CSPO). He lives in New York City.
Director of Strategic Product Planning, Yamaha Corporation of America
Athan Billias graduated from Wesleyan University with a degree in Jazz Composition and for 10 years after college played electronic keyboards professional. He was the musical director for the Platters and played in an original music band with Jerry Martini, the sax player for Sly and the family Stone.
He lived in Japan for 8 years as the head of product planning for Korg Inc. and was the head of the team that developed the largest selling professional synthesizer of all time - the Korg MI.
Since joining Yamaha Corporation of America twenty years ago he has headed marketing and product development for different technology areas including synthesizers, electronics drums, professional audio, and recording software.
Several years ago, he became the Director of Strategic Product Planning at Yamaha with the goal to transform the Yamaha culture in two distinct ways:
Like many companies, Yamaha Corporation of America is in the midst of the most profound changes in marketing in the company's history and Athan is tasked with selecting the right tools for YCA's marketing stack to enable that digital transformation.
Global Product Marketing, IBM Watson Marketing, IBM
David is a Product Marketer with IBM Watson Marketing and is responsible for AI-powered B2C and B2B marketing automation and customer experience design and execution. David works with clients and prospects to identify needs, value propositions, and messaging for these Watson Marketing solution areas. David has more than 20 years of experience in various marketing leadership roles at companies including Model N, eFront, Intralinks, CA and Oracle, and he earned a BA from Dartmouth College and an MBA from Northwestern University.
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Marketing
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.
Jeff Eckman is the Founder and CEO of Blue Green Brands, an agile marketing technology company that delivers exponential growth in returns on marketing investments to medium and large enterprises. With over 20 years' experience in digital, design, and agile teams, Jeff has a passion for applying simplicity to complex problems, and creating relationships between people and technology that generate novel value.
Jeff leads cross-functional teams supporting the diverse and ever-expanding needs and responsibilities of marketing organizations—from strategy to creative to technology. Beneficiaries of Blue Green's work include national and global brands such as NBC Universal, California Closets, athenahealth, and PayPal. Jeff earned his BS in Operations Technology at Northeastern University, and holds an MBA from the MIT Sloan School of Management. Jeff lives in Belmont, Massachusetts with his wife and two children, and can be heard anytime on iTunes or Spotify as the drummer for Boston's original reggae band, Pressure Cooker.
Research Director, Gartner
Bryan Yeager focuses on digital marketing technology, strategy and emerging trends. Mr. Yeager helps marketers assess and prioritize the platforms, tools and services they can use to achieve their companies business objectives today and in the future.
Mr. Yeager has more than 10 years of experience analyzing and reporting on the intersection of technology, marketing, media and commerce. Prior to joining Gartner, he developed in-depth reports, forecasts and presentations on emerging trends and platforms as a Senior Analyst at eMarketer. Before that, Mr. Yeager was an Associate Director at InfoTrends, where he spearheaded an array of research, consulting, advisory and training projects for technology companies and end users.
VP for Engineering, The New York Times
Kristian Kristensen is the VP of Engineering, Ecommerce for the New York Times. His group builds and runs the systems powering the Times subscription business. This includes quote to cash systems, manage your account, signup/login, call center, MarTech, and more. During his tenure the Times have added more than 1.5 million new digital subscribers.
Prior to the Times, Kristian ran engineering at GameChanger, an amateur sports scorekeeping startup in New York City. GameChanger exited to Dicks Sporting Goods in November of 2016.
Before GameChanger, Kristian was VP of Engineering at Alphaworks, an equity crowdfunding startup. Previously he was head of platform and backend engineering at Venmo/Braintree. Venmo/Braintree was acquired by Paypal in 2015.
Kristian started his career at Microsoft in their Consulting division where he consulted with the largest Telco in Denmark improving their Call Centers using software.
Kristian holds an M.Sc. in Software Engineering from Aalborg University in his native Denmark. He's a Certified Agile Leader (CSM), Certified ScrumMaster (CSM), and a Certified Scrum Product Owner (CSPO). He lives in New York City.
CloseTrack
Technology
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.
The MarTech Conference is programmed by conference chair Scott Brinker, who has been chronicling the rise of marketing technology and its impact on marketing strategy, management, and culture on his blog, chiefmartec.com, since 2008. He is the creator of the annual marketing technology landscape supergraphic, the industry reference for the evolving vendor categories of the field, and the author of the book Hacking Marketing, a guide to marketing management in a software-driven world.
Founder & Co-Founder, Smart Selling Tools & Vendor Neutral
I've been in sales my entire career starting in the early 80's in Silicon Valley selling the world's first laptop, GRiD Systems. We had to figure out how to sell 12K laptops when companies were still deciding whether to put a PC on everyone's desk. You could say that laptops launched the SalesTech space giving rise to CRM and even PowerPoint.
In 2009, I decided to launch my own company to track the progress of SalesTech and to help sales organizations stay up to date - which is getting harder and harder. We're now up to 400+ solutions not including CRM.
It's an exciting time to be in Sales. With AI, Machine Learning, Predictive Analytics all being applied to the world of Sales, we're seeing how technology can transform selling. Technology should be seen as a strategic advantage - not because of the tech per se - but because of how it can improve workflows, shorten time-to-close, and enhance the buying experience.
VP for Engineering, The New York Times
Kristian Kristensen is the VP of Engineering, Ecommerce for the New York Times. His group builds and runs the systems powering the Times subscription business. This includes quote to cash systems, manage your account, signup/login, call center, MarTech, and more. During his tenure the Times have added more than 1.5 million new digital subscribers.
Prior to the Times, Kristian ran engineering at GameChanger, an amateur sports scorekeeping startup in New York City. GameChanger exited to Dicks Sporting Goods in November of 2016.
Before GameChanger, Kristian was VP of Engineering at Alphaworks, an equity crowdfunding startup. Previously he was head of platform and backend engineering at Venmo/Braintree. Venmo/Braintree was acquired by Paypal in 2015.
Kristian started his career at Microsoft in their Consulting division where he consulted with the largest Telco in Denmark improving their Call Centers using software.
Kristian holds an M.Sc. in Software Engineering from Aalborg University in his native Denmark. He's a Certified Agile Leader (CSM), Certified ScrumMaster (CSM), and a Certified Scrum Product Owner (CSPO). He lives in New York City.
CloseTrack
Management
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.
Erica Seidel runs The Connective Good, a retained executive recruiting practice that helps companies land leaders in martech, marketing, digital strategy, marketing analytics, and market research. She also pens a blog called 'Practical Tips on Recruiting Great Analytical Marketing Talent' at www.theconnectivegood.com. Previously, she ran Forrester Research's global advisory businesses for CMOs and digital marketing leaders of Fortune 500 companies, achieving 600% growth and radical improvement in client retention.
She also has significant experience in new product development and user experience, with companies such as Sony, IBM, Pitney Bowes, and Sun Microsystems (now Oracle).
Erica has an MBA in Marketing from the Wharton School of the University of Pennsylvania and a BA in International Relations from Brown University.
As Director, Marketing Operations at LogMeIn, Justin is responsible for all of the marketing systems and tools globally, as well as advanced marketing analytics. He is technical, but not a developer. He is analytical, but not a data scientist. In his role, he brainstorms solutions, solves problems, and tries to make other people's jobs easier.
Since joining LogMeIn in 2012, Justin has been instrumental in building up the marketing automation teams and has strengthened the relationship between marketing and sales by tightening the integration between marketing automation and CRM.
Prior to LogMeIn, Justin was Manager of External Marketing at Vistaprint and Sr. Manager of Marketing Strategy at Synapse Group Inc, a subsidiary of Time Inc.
He holds a BA from Amherst College and lives outside of Boston, MA with his wife and 1 year old son.
VP for Engineering, The New York Times
Kristian Kristensen is the VP of Engineering, Ecommerce for the New York Times. His group builds and runs the systems powering the Times subscription business. This includes quote to cash systems, manage your account, signup/login, call center, MarTech, and more. During his tenure the Times have added more than 1.5 million new digital subscribers.
Prior to the Times, Kristian ran engineering at GameChanger, an amateur sports scorekeeping startup in New York City. GameChanger exited to Dicks Sporting Goods in November of 2016.
Before GameChanger, Kristian was VP of Engineering at Alphaworks, an equity crowdfunding startup. Previously he was head of platform and backend engineering at Venmo/Braintree. Venmo/Braintree was acquired by Paypal in 2015.
Kristian started his career at Microsoft in their Consulting division where he consulted with the largest Telco in Denmark improving their Call Centers using software.
Kristian holds an M.Sc. in Software Engineering from Aalborg University in his native Denmark. He's a Certified Agile Leader (CSM), Certified ScrumMaster (CSM), and a Certified Scrum Product Owner (CSPO). He lives in New York City.
CloseTrack
Solutions
Financial Force was running an integrated marketing stack to generate leads and pipeline. With numerous solutions within the marketing stack, Financial Force's sales and marketing teams were challenged with aligning around the data within the stack. LeanData empowered Financial Force's sales and marketing teams to align around the data to make their CRM system more intelligent to optimize for revenue. Furthermore, Financial Force's executive team were able to glean the critical insights to optimize marketing spend.
LeanData’s Demand Management Suite helps companies make the most of their demand by building a frictionless funnel. More than 300 high-growth businesses such as Nutanix, Palo Alto Networks, Marketo and Cloudera rely on our lead-to-account matching and sophisticated routing to increase pipeline, maximize marketing ROI and close more deals.
Maximize your demand with:
Matching - Connect leads to accounts for a 360-view of your target accounts
Routing - Assign leads and contacts in real-time to the right owner every time
Insights - Measure and optimize the performance of your routing process and campaigns
Attribution - Uncover insights of campaign influence on pipeline and revenue
CEO, The Connective Good
@erica_seidelErica Seidel runs The Connective Good, a retained executive recruiting practice that helps companies land leaders in martech, marketing, digital strategy, marketing analytics, and market research. She also pens a blog called 'Practical Tips on Recruiting Great Analytical Marketing Talent' at www.theconnectivegood.com. Previously, she ran Forrester Research's global advisory businesses for CMOs and digital marketing leaders of Fortune 500 companies, achieving 600% growth and radical improvement in client retention.
She also has significant experience in new product development and user experience, with companies such as Sony, IBM, Pitney Bowes, and Sun Microsystems (now Oracle).
Erica has an MBA in Marketing from the Wharton School of the University of Pennsylvania and a BA in International Relations from Brown University.
As Director, Marketing Operations at LogMeIn, Justin is responsible for all of the marketing systems and tools globally, as well as advanced marketing analytics. He is technical, but not a developer. He is analytical, but not a data scientist. In his role, he brainstorms solutions, solves problems, and tries to make other people's jobs easier.
Since joining LogMeIn in 2012, Justin has been instrumental in building up the marketing automation teams and has strengthened the relationship between marketing and sales by tightening the integration between marketing automation and CRM.
Prior to LogMeIn, Justin was Manager of External Marketing at Vistaprint and Sr. Manager of Marketing Strategy at Synapse Group Inc, a subsidiary of Time Inc.
He holds a BA from Amherst College and lives outside of Boston, MA with his wife and 1 year old son.
VP for Engineering, The New York Times
Kristian Kristensen is the VP of Engineering, Ecommerce for the New York Times. His group builds and runs the systems powering the Times subscription business. This includes quote to cash systems, manage your account, signup/login, call center, MarTech, and more. During his tenure the Times have added more than 1.5 million new digital subscribers.
Prior to the Times, Kristian ran engineering at GameChanger, an amateur sports scorekeeping startup in New York City. GameChanger exited to Dicks Sporting Goods in November of 2016.
Before GameChanger, Kristian was VP of Engineering at Alphaworks, an equity crowdfunding startup. Previously he was head of platform and backend engineering at Venmo/Braintree. Venmo/Braintree was acquired by Paypal in 2015.
Kristian started his career at Microsoft in their Consulting division where he consulted with the largest Telco in Denmark improving their Call Centers using software.
Kristian holds an M.Sc. in Software Engineering from Aalborg University in his native Denmark. He's a Certified Agile Leader (CSM), Certified ScrumMaster (CSM), and a Certified Scrum Product Owner (CSPO). He lives in New York City.
CloseTrack
Marketing
Note: Our original speaker, Kady Srinivasan of Dropbox had a last minute emergency and was not able to attend.
Vala is stepping in to present his experience and perspective in marketing in the age of the connected customer, a topic he's explored with dozens of leading companies around the world. He'll share some of the latest 2018 global research data on how digital tech trends are impacting the buyer experience in both B2C and B2B.
Vala is consistently ranked as one of the top CMO influencers and is currently Chief Digital Evangelist at Salesforce. He was previously CMO of Extreme Networks and CMO and Chief Customer Officer of Enterasys Networks.
He contributes weekly technology, business and leadership articles to Huffington Post and Inc. Magazine, and hosts a weekly video show DisrupTV, inviting Fortune 1000 business executives, startup founders, venture capitalists, and tech and media personalities, to discuss business, technology, and leadership topics.
The MarTech Conference is programmed by conference chair Scott Brinker, who has been chronicling the rise of marketing technology and its impact on marketing strategy, management, and culture on his blog, chiefmartec.com, since 2008. He is the creator of the annual marketing technology landscape supergraphic, the industry reference for the evolving vendor categories of the field, and the author of the book Hacking Marketing, a guide to marketing management in a software-driven world.
Chief Digital Evangelist, Salesforce
Chief Digital Evangelist at Salesforce.com. Prior role was Chief Marketing Officer, Extreme Networks. Prior role was CMO and Chief Customer Officer of Enterasys Networks responsible for global marketing and customer service and support.
I contribute weekly technology, business and leadership articles to Huffington Post, INC Magazine, and other publications - http://www.huffingtonpost.com/vala-afshar/. I also host a weekly video show DisrupTV, inviting Fortune 1000 business executives, startup founders, venture capitalists and tech and media personalities, covering business, technology and leadership topics. I interviewed over 350 business leaders since 2013. You can watch DisrupTV show by following @DisrupTVShow on Twitter.
VP for Engineering, The New York Times
Kristian Kristensen is the VP of Engineering, Ecommerce for the New York Times. His group builds and runs the systems powering the Times subscription business. This includes quote to cash systems, manage your account, signup/login, call center, MarTech, and more. During his tenure the Times have added more than 1.5 million new digital subscribers.
Prior to the Times, Kristian ran engineering at GameChanger, an amateur sports scorekeeping startup in New York City. GameChanger exited to Dicks Sporting Goods in November of 2016.
Before GameChanger, Kristian was VP of Engineering at Alphaworks, an equity crowdfunding startup. Previously he was head of platform and backend engineering at Venmo/Braintree. Venmo/Braintree was acquired by Paypal in 2015.
Kristian started his career at Microsoft in their Consulting division where he consulted with the largest Telco in Denmark improving their Call Centers using software.
Kristian holds an M.Sc. in Software Engineering from Aalborg University in his native Denmark. He's a Certified Agile Leader (CSM), Certified ScrumMaster (CSM), and a Certified Scrum Product Owner (CSPO). He lives in New York City.
CloseTrack
Technology
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.
Duane is an independent Martech and Digital Marketing consultant in Portland, Oregon. He was Chief Marketing Technologist and Head of Digital at Xerox until January 2017, with roles ranging from Brand and Marketing Intelligence to acting CMO over 17 years. He has been a growth hacker throughout his career. Prior to joining Xerox, he held executive roles at Apple and HP.
A long time start-up marketer, Anita co-founded CabinetM in 2014, a marketing technology discovery and management platform that helps marketing teams manage the technology they have and find the technology they need.
Anita Brearton is an experienced start-up executive, skilled at addressing the strategic operational and marketing challenges faced by high growth, early stage businesses. She has spent over 30 years in the United States and throughout the Asia Pacific, working with a range of technology and internet-based companies as a senior operations executive, marketer, advisor and investor.
Prior to CabinetM, Anita served as the Executive Chairman of FashionPlaytes, an online fashion and style destination for tween girls. Earlier in her career, Anita served as vice president of corporate marketing at Sycamore Networks, where she led the company's marketing strategy from its infancy through its highly successful IPO. Prior to Sycamore, Ms. Brearton held senior marketing management positions with Cascade Communications, Artel Video Systems, and General DataComm. A columnist with CMS Wire, Anita also serves on the board of MassVentures as Vice Chairman and is a member of Golden Seeds, a Boston angel group. Anita has also worked with many startups as a marketing and strategy consultant, helping shape go-to-market strategies that enabled her clients to achieve their marketing and business goals. In this capacity, she worked with A123 Systems, Airvana, Azuki Systems, Altruik and others.
Business Enablement & Marketing Automations, Dell
- 20 + year professional of EMC & Dell Corporation
- 10 + years in supervisory and management roles
- Awarded a US patent for development and implementation of the "Symm/DMX Healthcheck" Program
- Major contributor and decision maker in one of the largest technical company merges in history.
- Team member of finalists for EMC's Presidents Award
- Well versed in program management, software applications, technologies, and BI tools
- Technical and Business Management positions in Engineering, Customer Service, Professional Services, Global Services and Marketing
Sr. Director, Traffic Acquisition, SmarterTravel, a TripAdvisor Company
Maya Gumennik is a profit driving, number crunching, culture building, leader of analytical marketing teams. She is the Sr. Director of Traffic Acquisition for SmarterTravel, a subsidiary of TripAdvisor. In this role, Maya oversees Search Engine Marketing, Search Engine Optimization, Paid Social Channels, Display, and Affiliate Deals programs across 10 TripAdvisor subsidiary brands. Maya’s team is a multi-million dollar profit center, and boasts one of the largest SEM programs in the world with over 1.2 Billion keywords under management.
Prior to TripAdvisor, Maya’s career spanned across global engagements in management consulting and private equity consulting. Maya changed majors 5 times in college, but in the end holds a BA in Economics from Harvard University, and an MBA from Harvard Business School.
CloseTrack
Management
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.
We'll go deep on an example of T-Mobile putting this into practice. Attending will provide you with:
Anand Thaker is a leader, builder and advisor in marketing technology and growth strategy. His 15-years of experience includes marketing, sales, CX, data, analytics, and intelligent systems/AI.
To succeed in a diverse, dynamic, interconnected marketplace, modern leaders must leverage the right mix of data, intelligent solutions, and seasoned judgment. He founded IntelliPhi to advance human & digital go-to-market decision intelligence for growth-driven leaders. He is also the co-collaborator of the Martech 5000 Landscape with Scott Brinker.
Anand’s experience building and growing high-growth product startups and consulting firms in marketing technology to enterprise firms such as Siemens, Silverpop/IBM, Microsoft, Blackstone, Capgemini, GTRI, Salesforce.com, Fidelity, NYSE, Southern Company and eBay. He also serves as a liaison and advisor to improve venture investors batting average, navigate startup founders, support enterprise executives, and provide leading trends and insights to industry analysts on marketing, sales and customer technologies.
Anand also has a knack for identifying and cultivating rising sales and marketing leaders. He previously consulted and developed solutions in the highly data-driven energy and finance industries after graduating as a computer engineer from Georgia Tech.
Partner, Lenati
Kirk Johnson is a Partner with Lenati and co-lead of the Customer Acquisition Team. He brings nearly 20 years of experience as a consultant and executive helping clients design and improve their digital marketing experience and improve their acquisition and retention efforts. He specializes in go to market strategy, demand generation, marketing technology and all aspects of retention marketing. His industry experience includes B2B SaaS solutions, telecommunications, e-commerce, online advertising and packaged software. He has worked with leading brands such as AT&T, T-Mobile, Concur, Expedia, HTC, Microsoft and Philips. He's passionate about marketing technology especially DMPs, Marketing Automation, Content Marketing and Predictive Lead Generation Solutions
Business Enablement & Marketing Automations, Dell
- 20 + year professional of EMC & Dell Corporation
- 10 + years in supervisory and management roles
- Awarded a US patent for development and implementation of the "Symm/DMX Healthcheck" Program
- Major contributor and decision maker in one of the largest technical company merges in history.
- Team member of finalists for EMC's Presidents Award
- Well versed in program management, software applications, technologies, and BI tools
- Technical and Business Management positions in Engineering, Customer Service, Professional Services, Global Services and Marketing
Sr. Director, Traffic Acquisition, SmarterTravel, a TripAdvisor Company
Maya Gumennik is a profit driving, number crunching, culture building, leader of analytical marketing teams. She is the Sr. Director of Traffic Acquisition for SmarterTravel, a subsidiary of TripAdvisor. In this role, Maya oversees Search Engine Marketing, Search Engine Optimization, Paid Social Channels, Display, and Affiliate Deals programs across 10 TripAdvisor subsidiary brands. Maya’s team is a multi-million dollar profit center, and boasts one of the largest SEM programs in the world with over 1.2 Billion keywords under management.
Prior to TripAdvisor, Maya’s career spanned across global engagements in management consulting and private equity consulting. Maya changed majors 5 times in college, but in the end holds a BA in Economics from Harvard University, and an MBA from Harvard Business School.
CloseTrack
Solutions
Quality over quantity is the name of the game for EnterpriseDB's approach to ABM. Their account-based revenue strategy aims to serve defined, targeted accounts with customized content to help create sales opportunities and ultimately increase annual recurring revenue. Using a cocktail of powerful tools, including PathFactory, Engagio, Marketo, and Salesforce, James and his team target key contacts, drive engagement within buying centers with proactive outreach, and monitor behavioral data to present a full view of the account journey.
By focusing on meaningful engagement metrics like time spent on content coupled with buying signals, McNamee and his team influenced fewer opportunities between Q4 2017 and Q1 2018; but it was a worthwhile trade off since the pipeline value increased by almost $3 million dollars during the same time period.
Join this session to learn:
PathFactory’s Content Insight and Activation Platform helps B2B marketers understand the role of content in the buyer’s journey and discover a new class of data to optimize the path to purchase. PathFactory uses this data and insight to optimize content delivery across every channel, connecting buyers with the most relevant information whenever and wherever they click.
CEO & Founder, IntelliPhi
@anandthakerAnand Thaker is a leader, builder and advisor in marketing technology and growth strategy. His 15-years of experience includes marketing, sales, CX, data, analytics, and intelligent systems/AI.
To succeed in a diverse, dynamic, interconnected marketplace, modern leaders must leverage the right mix of data, intelligent solutions, and seasoned judgment. He founded IntelliPhi to advance human & digital go-to-market decision intelligence for growth-driven leaders. He is also the co-collaborator of the Martech 5000 Landscape with Scott Brinker.
Anand’s experience building and growing high-growth product startups and consulting firms in marketing technology to enterprise firms such as Siemens, Silverpop/IBM, Microsoft, Blackstone, Capgemini, GTRI, Salesforce.com, Fidelity, NYSE, Southern Company and eBay. He also serves as a liaison and advisor to improve venture investors batting average, navigate startup founders, support enterprise executives, and provide leading trends and insights to industry analysts on marketing, sales and customer technologies.
Anand also has a knack for identifying and cultivating rising sales and marketing leaders. He previously consulted and developed solutions in the highly data-driven energy and finance industries after graduating as a computer engineer from Georgia Tech.
Partner, Lenati
Kirk Johnson is a Partner with Lenati and co-lead of the Customer Acquisition Team. He brings nearly 20 years of experience as a consultant and executive helping clients design and improve their digital marketing experience and improve their acquisition and retention efforts. He specializes in go to market strategy, demand generation, marketing technology and all aspects of retention marketing. His industry experience includes B2B SaaS solutions, telecommunications, e-commerce, online advertising and packaged software. He has worked with leading brands such as AT&T, T-Mobile, Concur, Expedia, HTC, Microsoft and Philips. He's passionate about marketing technology especially DMPs, Marketing Automation, Content Marketing and Predictive Lead Generation Solutions
Business Enablement & Marketing Automations, Dell
- 20 + year professional of EMC & Dell Corporation
- 10 + years in supervisory and management roles
- Awarded a US patent for development and implementation of the "Symm/DMX Healthcheck" Program
- Major contributor and decision maker in one of the largest technical company merges in history.
- Team member of finalists for EMC's Presidents Award
- Well versed in program management, software applications, technologies, and BI tools
- Technical and Business Management positions in Engineering, Customer Service, Professional Services, Global Services and Marketing
Sr. Director, Traffic Acquisition, SmarterTravel, a TripAdvisor Company
Maya Gumennik is a profit driving, number crunching, culture building, leader of analytical marketing teams. She is the Sr. Director of Traffic Acquisition for SmarterTravel, a subsidiary of TripAdvisor. In this role, Maya oversees Search Engine Marketing, Search Engine Optimization, Paid Social Channels, Display, and Affiliate Deals programs across 10 TripAdvisor subsidiary brands. Maya’s team is a multi-million dollar profit center, and boasts one of the largest SEM programs in the world with over 1.2 Billion keywords under management.
Prior to TripAdvisor, Maya’s career spanned across global engagements in management consulting and private equity consulting. Maya changed majors 5 times in college, but in the end holds a BA in Economics from Harvard University, and an MBA from Harvard Business School.
Senior Director of ABM, EnterpriseDB
James McNamee is an experienced leader with demonstrated accomplishments and deep expertise across a full range of marketing channels. Currently he's responsible for directing the global account based marketing strategy that addresses EnterpriseDB's critical revenue objectives including expansion within existing accounts, new business acquisition, and pipeline velocity. James is a strategic professional with a strong entrepreneurial background, that has a passion for building successful teams and maximizing revenue, profit and market share growth.
CloseTrack
General
How can you connect your varied interests to create a career path that's uniquely you? Comedy, tech, design and writing seemingly have nothing to do with one another, but after spending years bouncing from one to the other, Sarah finally combined them all into a career made just for her, by her.
In this keynote, Sarah takes us through her journey, from working in tech to becoming a full-time writer and comedian, discussing both her failures and successes (and more failures). She'll leave you with a set of tools/questions to create a career that's unique to you.
The MarTech Conference is programmed by conference chair Scott Brinker, who has been chronicling the rise of marketing technology and its impact on marketing strategy, management, and culture on his blog, chiefmartec.com, since 2008. He is the creator of the annual marketing technology landscape supergraphic, the industry reference for the evolving vendor categories of the field, and the author of the book Hacking Marketing, a guide to marketing management in a software-driven world.
Creator, The Cooper Review
Sarah Cooper is a writer, comedian, speaker and author of the bestselling book, 100 Tricks to Appear Smart in Meetings. She built her comedy career in between working as a user experience designer for companies like Yahoo! and Google, where she was fed free lunches and lots of material. She is the creator of satirical blog TheCooperReview.com, which has been viewed by millions around the world and featured in The Washington Post, Forbes, Fast Company and countless others.
Business Enablement & Marketing Automations, Dell
- 20 + year professional of EMC & Dell Corporation
- 10 + years in supervisory and management roles
- Awarded a US patent for development and implementation of the "Symm/DMX Healthcheck" Program
- Major contributor and decision maker in one of the largest technical company merges in history.
- Team member of finalists for EMC's Presidents Award
- Well versed in program management, software applications, technologies, and BI tools
- Technical and Business Management positions in Engineering, Customer Service, Professional Services, Global Services and Marketing
Sr. Director, Traffic Acquisition, SmarterTravel, a TripAdvisor Company
Maya Gumennik is a profit driving, number crunching, culture building, leader of analytical marketing teams. She is the Sr. Director of Traffic Acquisition for SmarterTravel, a subsidiary of TripAdvisor. In this role, Maya oversees Search Engine Marketing, Search Engine Optimization, Paid Social Channels, Display, and Affiliate Deals programs across 10 TripAdvisor subsidiary brands. Maya’s team is a multi-million dollar profit center, and boasts one of the largest SEM programs in the world with over 1.2 Billion keywords under management.
Prior to TripAdvisor, Maya’s career spanned across global engagements in management consulting and private equity consulting. Maya changed majors 5 times in college, but in the end holds a BA in Economics from Harvard University, and an MBA from Harvard Business School.
CloseTrack
Solutions
Machine learning, artificial intelligence, and other future-sounding trends have been the talk of 2018, but what does that mean for marketers and technologists that still have to solve core customer data connectivity issues? Add in the radically changing landscape around customer privacy and the prospect of building for the future can be downright daunting.
This session will take a break from the madness and focus on tangible ways to get your customer data ready for tomorrow and beyond:
Tealium revolutionizes today’s digital businesses with a universal approach to customer data orchestration – spanning web, mobile, offline and Internet of Things devices. With the power to unify customer data into a single source of truth, Tealium offers a turnkey integration ecosystem supporting more than 1,000 client-side and server-side vendors and technologies. The Tealium Universal Data Hub encompasses tag management, API hub, customer data platform and data management solutions that enable organizations to leverage real-time data to create richer, more personalized digital experiences across every team, technology, and customer touchpoint.
Conference Chair, MarTech & Editor, chiefmartec.com
@chiefmartecThe MarTech Conference is programmed by conference chair Scott Brinker, who has been chronicling the rise of marketing technology and its impact on marketing strategy, management, and culture on his blog, chiefmartec.com, since 2008. He is the creator of the annual marketing technology landscape supergraphic, the industry reference for the evolving vendor categories of the field, and the author of the book Hacking Marketing, a guide to marketing management in a software-driven world.
Creator, The Cooper Review
Sarah Cooper is a writer, comedian, speaker and author of the bestselling book, 100 Tricks to Appear Smart in Meetings. She built her comedy career in between working as a user experience designer for companies like Yahoo! and Google, where she was fed free lunches and lots of material. She is the creator of satirical blog TheCooperReview.com, which has been viewed by millions around the world and featured in The Washington Post, Forbes, Fast Company and countless others.
Business Enablement & Marketing Automations, Dell
- 20 + year professional of EMC & Dell Corporation
- 10 + years in supervisory and management roles
- Awarded a US patent for development and implementation of the "Symm/DMX Healthcheck" Program
- Major contributor and decision maker in one of the largest technical company merges in history.
- Team member of finalists for EMC's Presidents Award
- Well versed in program management, software applications, technologies, and BI tools
- Technical and Business Management positions in Engineering, Customer Service, Professional Services, Global Services and Marketing
Sr. Director, Traffic Acquisition, SmarterTravel, a TripAdvisor Company
Maya Gumennik is a profit driving, number crunching, culture building, leader of analytical marketing teams. She is the Sr. Director of Traffic Acquisition for SmarterTravel, a subsidiary of TripAdvisor. In this role, Maya oversees Search Engine Marketing, Search Engine Optimization, Paid Social Channels, Display, and Affiliate Deals programs across 10 TripAdvisor subsidiary brands. Maya’s team is a multi-million dollar profit center, and boasts one of the largest SEM programs in the world with over 1.2 Billion keywords under management.
Prior to TripAdvisor, Maya’s career spanned across global engagements in management consulting and private equity consulting. Maya changed majors 5 times in college, but in the end holds a BA in Economics from Harvard University, and an MBA from Harvard Business School.
Chief Marketing Officer, Tealium
Adam Corey leads Tealium's marketing and is responsible for driving awareness around the power of Tealium and cultivating alliances with best-of-breed customer data solutions. He has over 13 years of experience in digital analytics, marketing and business development. Prior to joining Tealium, Adam led the solutions consulting groups at Upsight and CrowdFactory (now part of Marketo). He also previously led technical production efforts at ABCNEWS.com.
CloseTrack
Discover MarTech
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.
CloseTrack
Discover MarTech
Embracing clients at their moments of need is critical... but how are leading organizations achieving this via digital transformation of their customer engagement? Join us as we examine how our clients provide meaningful business impact to 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.
CloseTrack
Discover MarTech
Visualizing the collection of tools and platforms that make up your MarTech stack is essential for understanding your as-is environment. And -- more importantly -- envisioning and implementing your idealized future state.
This fast-paced session will offer some alternative reference models for visualizing your existing and future stacks. Pick and choose which one works best for you, and then take it back home to impress your peers!
CloseTrack
Discover MarTech
When it comes to local consumer markets, one size no longer fits all. National brands must now deliver the experience their customers expect - that are personal, built on data and consistent across digital and in-store touch points. Smart brands are starting to customize offerings in local markets and rolling out different approaches to pricing and marketing for different locales. But many brands become overwhelmed when it's time to localize their messaging or struggle to get behind the concept, continuing their "one size fits all" approach to national marketing. Some try to do it manually, but the localization process is massively complex, time consuming and fraught with human errors.
In this session we'll show how the largest builder of fishing & recreational boats in the U.S. implemented Netsertive's Scaled Localization solution to remove the friction from the localization process and drive profitable growth at the local and the national levels in record time.
In this session, you'll learn:
CloseTrack
Discover MarTech
As the world's leader in live event ticketing, Ticketmaster drives more than 450 million transactions, annually. But at the new pace of doing business, which requires the Ticketmaster team to rely on hundreds of data sources and optimize thousands of monthly client campaigns, how would it be able to scale with greater transparency, more speed and the right kind of growth? Enter Datorama. Join Datorama's Mike McMaster in this case study presentation that will discuss how Marketing Intelligence is helping Ticketmaster drive its bottom line results.
CloseTrack
Discover MarTech
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.
CloseTrack
Discover MarTech
Every marketing team wants to improve the efficiency of their programs, drive more pipeline, and be able to quantify the impact they have on their company's overall success. However, the path to ROI success is different for every marketer. Some need to align teams to improve collaboration and project output, while others need to focus on improved financial management to ensure the efficiency of programs.
Join this ROI mashup to learn which technologies Box, Hitachi and Pluralsight use to measure ROI and how their data flows to help them understand where to invest their next marketing dollar.
CloseTrack
Discover MarTech
A recent survey by Arm Treasure Data and Forbes Insights of 400 marketing leaders, Data vs Goliath: Customer Data Strategies to Disrupt the Disruptors uncovered surprising results about how enterprises are struggling and succeeding in leveraging data to win in the marketplace. Some are drowning in data and others are achieving market disruption by intelligently using data to transform the customer experience. Findings give insight into the state of customer data analytics, including that only 13% of organizations express a high degree of confidence that they are making the most of their available customer data. No matter where your organization is on this spectrum of data leader or laggard, the survey results outline the importance of an organizational culture that espouses a data-driven approach. In this session, we'll present case studies of successful disruptors, like Wish.com who is using customer data to redefine the shopping experience, and also leverage survey questions and results so that you can compare your company's approach to your peers. You'll get a chance to hear examples of disruption with data while answering some of the survey's questions live to find out how you stack up against our respondents.
CloseTrack
Discover MarTech
There's a lot of exciting technology on this show floor, but what happens when excitement becomes hype and enterprise decision-makers create plans based on unproven tools or approaches?
In this fast moving session, Tony will reveal 5 key myths that vendors espouse and reveal the reality of each. You'll leave this session with a clearer view of the marketplace and a practical take on the opportunities in front of you.
CloseTrack
Discover MarTech
More than 60% of consumers state that experience is more important than the price they pay for goods and services. Yet, less than 10% of organizations have a complete view of their customers' experience. Something's got to give!
During this session, Mark will share why marketers need to leverage both artificial intelligence (AI) and real-time analytics to ensure that their consumers enjoy relevant and compelling experiences across all touchpoints.
CloseTrack
Discover MarTech
Workfront is an enterprise modern work management tool enabling organizations to build an operational system of record. For years, Workfront has been helping customers do the right work, better, and faster and now with our recent Workfront Fusion product launch, customers can now integrate all of their systems to create a total operational system of record. Join us in this session to learn how Nordstrom is boosting productivity with Workfront Fusion, Workfront's robust and codeless integration platform. Prior to using Workfront Fusion, Nordstrom had many disparate marketing applications, duplicate manual processes and was meeting continually on changing marketing needs. Now, with Workfront Fusion, Nordstrom is redirecting time savings to focus on higher - value work, increasing productivity by eliminating redundant work, reducing manual processes while also supporting code-free integration.
Close
Consent is an active area that many organizations are currently struggling with in The General Data Protection Regulation (GDPR), and new laws such as ePrivacy, the California Consumer Privacy Act and other global regulations. However, the value it brings to data subjects and your market advantage is unparalleled. Consent impacts both B2B and B2C marketing activities, as well as deeper business activities that may require consent such as automatic decision making, processing special categories of data or cross-border data transfers. This session will help clarify why consent is so unique under these global privacy laws, when you do (and don't) need consent and practical case studies of how to tackle consent, re-consent and preference management in practice.
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.
Conference Chair, MarTech & Editor, chiefmartec.com
@chiefmartecThe MarTech Conference is programmed by conference chair Scott Brinker, who has been chronicling the rise of marketing technology and its impact on marketing strategy, management, and culture on his blog, chiefmartec.com, since 2008. He is the creator of the annual marketing technology landscape supergraphic, the industry reference for the evolving vendor categories of the field, and the author of the book Hacking Marketing, a guide to marketing management in a software-driven world.
Creator, The Cooper Review
Sarah Cooper is a writer, comedian, speaker and author of the bestselling book, 100 Tricks to Appear Smart in Meetings. She built her comedy career in between working as a user experience designer for companies like Yahoo! and Google, where she was fed free lunches and lots of material. She is the creator of satirical blog TheCooperReview.com, which has been viewed by millions around the world and featured in The Washington Post, Forbes, Fast Company and countless others.
Business Enablement & Marketing Automations, Dell
- 20 + year professional of EMC & Dell Corporation
- 10 + years in supervisory and management roles
- Awarded a US patent for development and implementation of the "Symm/DMX Healthcheck" Program
- Major contributor and decision maker in one of the largest technical company merges in history.
- Team member of finalists for EMC's Presidents Award
- Well versed in program management, software applications, technologies, and BI tools
- Technical and Business Management positions in Engineering, Customer Service, Professional Services, Global Services and Marketing
Sr. Director, Traffic Acquisition, SmarterTravel, a TripAdvisor Company
Maya Gumennik is a profit driving, number crunching, culture building, leader of analytical marketing teams. She is the Sr. Director of Traffic Acquisition for SmarterTravel, a subsidiary of TripAdvisor. In this role, Maya oversees Search Engine Marketing, Search Engine Optimization, Paid Social Channels, Display, and Affiliate Deals programs across 10 TripAdvisor subsidiary brands. Maya’s team is a multi-million dollar profit center, and boasts one of the largest SEM programs in the world with over 1.2 Billion keywords under management.
Prior to TripAdvisor, Maya’s career spanned across global engagements in management consulting and private equity consulting. Maya changed majors 5 times in college, but in the end holds a BA in Economics from Harvard University, and an MBA from Harvard Business School.
CIPP/E, CIPM & Privacy Engineer, OneTrust
Jaymin Desai is a Certified Information Privacy Professional (CIPP/E , CIPM) and a Privacy Engineer at OneTrust - the largest and most widely used dedicated privacy management technology platform for compliance with global privacy laws. In this role, Desai oversees a global professional services team of privacy certified consultants focused on formulating efficient and effective responses to data protection requirements. His team advises many of the world's leading organizations on General Data Protection Regulation (GDPR), California Consumer Privacy Act (CCPA) and ePrivacy (Cookie Law) solution implementations with extensive experience building and scaling enterprise-level privacy programs. He holds a B.S. in Biomedical Engineering from the Georgia Institute of Technology.
CloseTrack
General
Smart marketers have always known they need to work with data. But with dozens of channels and endless tools, many of us feel more like data analysts than creative marketers.
Join Michael as he explores new and exciting ways that AI is clearing our schedules, and getting us get back to marketing.
The MarTech Conference is programmed by conference chair Scott Brinker, who has been chronicling the rise of marketing technology and its impact on marketing strategy, management, and culture on his blog, chiefmartec.com, since 2008. He is the creator of the annual marketing technology landscape supergraphic, the industry reference for the evolving vendor categories of the field, and the author of the book Hacking Marketing, a guide to marketing management in a software-driven world.
Michael is a marketer, designer, and public speaker. He currently leads the Product Marketing team for IBM Watson Marketing – the world’s leading AI-powered marketing platform.
Michael has worked within tech for the past decade at Apple, Xtify, and most recently, IBM.
In his spare time, he enjoys hiking and reading boring history books.
Business Enablement & Marketing Automations, Dell
- 20 + year professional of EMC & Dell Corporation
- 10 + years in supervisory and management roles
- Awarded a US patent for development and implementation of the "Symm/DMX Healthcheck" Program
- Major contributor and decision maker in one of the largest technical company merges in history.
- Team member of finalists for EMC's Presidents Award
- Well versed in program management, software applications, technologies, and BI tools
- Technical and Business Management positions in Engineering, Customer Service, Professional Services, Global Services and Marketing
Sr. Director, Traffic Acquisition, SmarterTravel, a TripAdvisor Company
Maya Gumennik is a profit driving, number crunching, culture building, leader of analytical marketing teams. She is the Sr. Director of Traffic Acquisition for SmarterTravel, a subsidiary of TripAdvisor. In this role, Maya oversees Search Engine Marketing, Search Engine Optimization, Paid Social Channels, Display, and Affiliate Deals programs across 10 TripAdvisor subsidiary brands. Maya’s team is a multi-million dollar profit center, and boasts one of the largest SEM programs in the world with over 1.2 Billion keywords under management.
Prior to TripAdvisor, Maya’s career spanned across global engagements in management consulting and private equity consulting. Maya changed majors 5 times in college, but in the end holds a BA in Economics from Harvard University, and an MBA from Harvard Business School.
CloseTrack
General
Is creativity resigned to become a forlorn bit-player in the business of marketing? Does the burden of the "marketing effectiveness monkey" sit tamed and compliant atop the shoulders of virtually limitless data, machine learning and always on, real-time processing?
The hell it does. No matter what you told the CFO.What you can achieve with a powerful martech stack can feel akin to those of a marketing super-hero, making us giddy with the excitement of data-inspired possibilities. But customers are still human, and where humans are involved logic is, at best, only half of the story.In this session, Micheal will consider how the role of creativity in the context of a data-driven world. How creativity is evolving, and what it takes to fuse creativity and data-driven tactics to create new opportunities for success. The MarTech Conference is programmed by conference chair Scott Brinker, who has been chronicling the rise of marketing technology and its impact on marketing strategy, management, and culture on his blog, chiefmartec.com, since 2008. He is the creator of the annual marketing technology landscape supergraphic, the industry reference for the evolving vendor categories of the field, and the author of the book Hacking Marketing, a guide to marketing management in a software-driven world.
CTO, Ogilvy Worldwide
Mike is Ogilvy’s Global Chief Technology Officer, responsible for fostering an environment where some of the brightest and most innovative marketing and creative technologists can use their knowledge, experience and passion to make a real impact to client results & Brand reputation.
Fascinated by the power and possibility that technology and data increasingly afford, Mike’s driven by the idea that technology does its best work when it’s steered to make a positive improvement to the human experience – and that now, more than ever before, the Brands that get this blend of art and science worked out are the ones that will truly thrive.
Mike advises key clients on Digital Transformation, Martech Strategy, and the realisation of Customer Experience and Engagement Strategies through technology and data. He also sits on the partner advisory boards of a number of major top tier Martech experience and engagement platforms.
He first joined Ogilvy in Australia in 2003 to help run a number of key Global high-tech accounts in the Asia Pacific region, and prior to that spent 11 years as a business, technology & change leader with Coopers & Lybrand and then Deloitte Consulting, based in London and Sydney respectively.
He’s worked extensively across the US, Europe and Asia for a roster of blue chip clients that has included IBM, Lenovo, SC Johnson, Unilever, AstraZeneca, Dyno Nobel, Hoechst, Brambles holdings, Avnet, Goodyear Tire and Rubber, and Dimension Data.
Business Enablement & Marketing Automations, Dell
- 20 + year professional of EMC & Dell Corporation
- 10 + years in supervisory and management roles
- Awarded a US patent for development and implementation of the "Symm/DMX Healthcheck" Program
- Major contributor and decision maker in one of the largest technical company merges in history.
- Team member of finalists for EMC's Presidents Award
- Well versed in program management, software applications, technologies, and BI tools
- Technical and Business Management positions in Engineering, Customer Service, Professional Services, Global Services and Marketing
Sr. Director, Traffic Acquisition, SmarterTravel, a TripAdvisor Company
Maya Gumennik is a profit driving, number crunching, culture building, leader of analytical marketing teams. She is the Sr. Director of Traffic Acquisition for SmarterTravel, a subsidiary of TripAdvisor. In this role, Maya oversees Search Engine Marketing, Search Engine Optimization, Paid Social Channels, Display, and Affiliate Deals programs across 10 TripAdvisor subsidiary brands. Maya’s team is a multi-million dollar profit center, and boasts one of the largest SEM programs in the world with over 1.2 Billion keywords under management.
Prior to TripAdvisor, Maya’s career spanned across global engagements in management consulting and private equity consulting. Maya changed majors 5 times in college, but in the end holds a BA in Economics from Harvard University, and an MBA from Harvard Business School.
CloseTrack
General
Just as martech begins to fulfill its promise of deeply personalized relationships with customers, walls are going up around personal data. New privacy laws, eroding trust in data security and the growing dominance of walled garden platforms over every aspect of our digital lives are making it hard for martech to deliver its promise.
Find out how decentralized technologies like blockchain are inspiring innovators to disrupt the digital marketing ecosystem and return power to consumers and brands. We'll cover:
- How GDPR and privacy concerns are impacting marketing and identity management.
- What problems blockchain-based identity and advertising models address.
- How marketers and martech providers can participate in these new models.
The MarTech Conference is programmed by conference chair Scott Brinker, who has been chronicling the rise of marketing technology and its impact on marketing strategy, management, and culture on his blog, chiefmartec.com, since 2008. He is the creator of the annual marketing technology landscape supergraphic, the industry reference for the evolving vendor categories of the field, and the author of the book Hacking Marketing, a guide to marketing management in a software-driven world.
VP, Distinguished Analyst, Gartner
Andrew Frank covers marketing and advertising. As VP Distinguished Analyst with Gartner for Marketing Leaders, Mr. Frank specializes in best practices for data-driven marketing, including how organizations can use data to drive sales, loyalty, innovation, brand value and other business goals. He also focuses on emerging marketing technology and trends, including marketing applications of artificial intelligence (AI) and machine learning, algorithmic marketing, and marketing among Internet of Things (IoT). Mr. Frank also specializes in advertising technology and business trends. His research focuses on new opportunities in digital advertising leveraging mobile, social, video, and advanced TV platforms and channels, and utilizing advanced targeting, metrics, interactive design, and real-time ad operations.
Business Enablement & Marketing Automations, Dell
- 20 + year professional of EMC & Dell Corporation
- 10 + years in supervisory and management roles
- Awarded a US patent for development and implementation of the "Symm/DMX Healthcheck" Program
- Major contributor and decision maker in one of the largest technical company merges in history.
- Team member of finalists for EMC's Presidents Award
- Well versed in program management, software applications, technologies, and BI tools
- Technical and Business Management positions in Engineering, Customer Service, Professional Services, Global Services and Marketing
Sr. Director, Traffic Acquisition, SmarterTravel, a TripAdvisor Company
Maya Gumennik is a profit driving, number crunching, culture building, leader of analytical marketing teams. She is the Sr. Director of Traffic Acquisition for SmarterTravel, a subsidiary of TripAdvisor. In this role, Maya oversees Search Engine Marketing, Search Engine Optimization, Paid Social Channels, Display, and Affiliate Deals programs across 10 TripAdvisor subsidiary brands. Maya’s team is a multi-million dollar profit center, and boasts one of the largest SEM programs in the world with over 1.2 Billion keywords under management.
Prior to TripAdvisor, Maya’s career spanned across global engagements in management consulting and private equity consulting. Maya changed majors 5 times in college, but in the end holds a BA in Economics from Harvard University, and an MBA from Harvard Business School.
CloseTrack
General
William Gibson famously said, "the future is already here, it's just unevenly distributed."
After more than two years in the world of blockchain and cryptocurrencies - working with some of the most innovative start-ups such as Zcash, OpenBazaar, DAOstack, ARK, and SALT - a new set of capabilities and tools has emerged that marketers of the future are going to want and need to succeed.
Attend this session for a look into the future and to learn how these technologies will help you become a better marketer. You'll get an inside look at:
- crypto token generation and distribution engines
- crypto-collectible commerce platforms
- crypto-loyalty platforms
- token-based event promotion tools
- blockchain research and analytics suites
- crypto-token based prediction protocols
- smart contract creation and auditing tools
The MarTech Conference is programmed by conference chair Scott Brinker, who has been chronicling the rise of marketing technology and its impact on marketing strategy, management, and culture on his blog, chiefmartec.com, since 2008. He is the creator of the annual marketing technology landscape supergraphic, the industry reference for the evolving vendor categories of the field, and the author of the book Hacking Marketing, a guide to marketing management in a software-driven world.
Jeremy Epstein, CEO of Never Stop Marketing, has 20 years of international marketing experience in helping to bring innovative technologies into the mainstream. Most recently, Jeremy was VP, Marketing at Sprinklr which grew from a $20mm valuation and 30 people to $1.3 bn valuation and 900 people in 3 years. Previous work experience at Microsoft and consultant to start-ups, mid-market firms, and enterprises, including JNJ. He is the author of numerous whitepapers and a book, has presented to hundreds of audiences in 15 countries, and led 50+ person marketing organizations. Jeremy has been the top-ranked speaker at multiple conferences including Microsoft Worldwide Partner Conferences and Microsoft CIO summit among others.
Jeremy currently works with some of the leading and most innovative companies in the blockchain/decentralization space including OB1 and OpenBazaar. In December of 2016, he edited and published a collaborative eBook with 30 of the biggest influencers and thought-leaders on the topic of "When will blockchains cross the chasm?"
Jeremy takes great joy in being an early adopter of new technologies, celebrating the victories (like buying Bitcoin at $80) and the defeats (too many to list) equally.
He discovered his calling for marketing while living in Tokyo in 1997 after reading Peppers and Rodgers "The 1:1 Future" and hasn't looked back since.
Jeremy was a history major at Johns Hopkins, a skill which he wholeheartedly believes prepared him for the marketing profession.
Business Enablement & Marketing Automations, Dell
- 20 + year professional of EMC & Dell Corporation
- 10 + years in supervisory and management roles
- Awarded a US patent for development and implementation of the "Symm/DMX Healthcheck" Program
- Major contributor and decision maker in one of the largest technical company merges in history.
- Team member of finalists for EMC's Presidents Award
- Well versed in program management, software applications, technologies, and BI tools
- Technical and Business Management positions in Engineering, Customer Service, Professional Services, Global Services and Marketing
Sr. Director, Traffic Acquisition, SmarterTravel, a TripAdvisor Company
Maya Gumennik is a profit driving, number crunching, culture building, leader of analytical marketing teams. She is the Sr. Director of Traffic Acquisition for SmarterTravel, a subsidiary of TripAdvisor. In this role, Maya oversees Search Engine Marketing, Search Engine Optimization, Paid Social Channels, Display, and Affiliate Deals programs across 10 TripAdvisor subsidiary brands. Maya’s team is a multi-million dollar profit center, and boasts one of the largest SEM programs in the world with over 1.2 Billion keywords under management.
Prior to TripAdvisor, Maya’s career spanned across global engagements in management consulting and private equity consulting. Maya changed majors 5 times in college, but in the end holds a BA in Economics from Harvard University, and an MBA from Harvard Business School.
CloseTrack
Solutions
Artificial intelligence and machine learning have long been applied to marketing in areas such as search, recommendation engines, speech recognition, and business intelligence/ forecasting. Now, CMOs are taking AI a step further, using it to conduct massive multivariate tests and execute marketing campaigns at an unprecedented scale. The result is a more predictable and scalable flow of leads from target accounts. In this presentation hear Peter Tarrant at Tipalti discuss Tipalti's use of artificial intelligence and machine learning to scale demand generation and fuel Tipalti's account-based marketing program.
Conference Chair, MarTech & Editor, chiefmartec.com
@chiefmartecThe MarTech Conference is programmed by conference chair Scott Brinker, who has been chronicling the rise of marketing technology and its impact on marketing strategy, management, and culture on his blog, chiefmartec.com, since 2008. He is the creator of the annual marketing technology landscape supergraphic, the industry reference for the evolving vendor categories of the field, and the author of the book Hacking Marketing, a guide to marketing management in a software-driven world.
Jeremy Epstein, CEO of Never Stop Marketing, has 20 years of international marketing experience in helping to bring innovative technologies into the mainstream. Most recently, Jeremy was VP, Marketing at Sprinklr which grew from a $20mm valuation and 30 people to $1.3 bn valuation and 900 people in 3 years. Previous work experience at Microsoft and consultant to start-ups, mid-market firms, and enterprises, including JNJ. He is the author of numerous whitepapers and a book, has presented to hundreds of audiences in 15 countries, and led 50+ person marketing organizations. Jeremy has been the top-ranked speaker at multiple conferences including Microsoft Worldwide Partner Conferences and Microsoft CIO summit among others.
Jeremy currently works with some of the leading and most innovative companies in the blockchain/decentralization space including OB1 and OpenBazaar. In December of 2016, he edited and published a collaborative eBook with 30 of the biggest influencers and thought-leaders on the topic of "When will blockchains cross the chasm?"
Jeremy takes great joy in being an early adopter of new technologies, celebrating the victories (like buying Bitcoin at $80) and the defeats (too many to list) equally.
He discovered his calling for marketing while living in Tokyo in 1997 after reading Peppers and Rodgers "The 1:1 Future" and hasn't looked back since.
Jeremy was a history major at Johns Hopkins, a skill which he wholeheartedly believes prepared him for the marketing profession.
Business Enablement & Marketing Automations, Dell
- 20 + year professional of EMC & Dell Corporation
- 10 + years in supervisory and management roles
- Awarded a US patent for development and implementation of the "Symm/DMX Healthcheck" Program
- Major contributor and decision maker in one of the largest technical company merges in history.
- Team member of finalists for EMC's Presidents Award
- Well versed in program management, software applications, technologies, and BI tools
- Technical and Business Management positions in Engineering, Customer Service, Professional Services, Global Services and Marketing
Sr. Director, Traffic Acquisition, SmarterTravel, a TripAdvisor Company
Maya Gumennik is a profit driving, number crunching, culture building, leader of analytical marketing teams. She is the Sr. Director of Traffic Acquisition for SmarterTravel, a subsidiary of TripAdvisor. In this role, Maya oversees Search Engine Marketing, Search Engine Optimization, Paid Social Channels, Display, and Affiliate Deals programs across 10 TripAdvisor subsidiary brands. Maya’s team is a multi-million dollar profit center, and boasts one of the largest SEM programs in the world with over 1.2 Billion keywords under management.
Prior to TripAdvisor, Maya’s career spanned across global engagements in management consulting and private equity consulting. Maya changed majors 5 times in college, but in the end holds a BA in Economics from Harvard University, and an MBA from Harvard Business School.
ABM Manager, Tipalti
Peter Tarrant is the head of account-based marketing programs at Tipalti, the only end-to-end accounts payable software to automate the entire supplier payments operation, making global mass B2B payments frictionless & efficient. Prior to Tipalti, Peter has held product management, marketing and business development positions at a variety of firms including Ad-Juster, Specops Software, and OpenX. Peter earned his Master of Business Administration at Philadelphia University, and his Bachelor's degree in Marketing at Ithaca College.
Co-founder and CEO, Metadata.io
Gil Allouche is the co-founder and CEO of Metadata Inc., a marketing software startup in San Francisco, CA that employs artificial intelligence and machine learning to make demand generation more predictable and scalable. Gil founded Metadata.io to make demand generation easy for non-technical marketers. The Metadata.io platform and AI Operator evolved from Gil's experiences hacking various marketing and CRM systems to get the solutions he needed. Prior to founding Metadata, Gil was VP of Marketing at Qubole, a Big Data SaaS startup in Mountain View, CA. Gil has also held senior marketing and product management positions at TIBCO Software, Karmasphere, and 1Yell. Gil earned his Master of Business Administration degree at Babson's F.W. Olin Graduate School of Business.
CloseTrack
Solutions
The Martech landscape is changing, its constant. We are seeing the emergence of CDPs, a more dominant positioning of AI and decision management, and platforms that enable connectivity across the entire consumer experience. These capabilities are being deployed in cloud based environments that promote marketing agility through high velocity adaption. Organizations must come to terms with the role of these capabilities and rationalize these into their suite of Martech capabilities. They must also understand the implications to the organization.
Key Take-aways:Merkle is a leading data-driven, technology-enabled, global performance marketing agency that specializes in the delivery of unique, personalized customer experiences across platforms and devices. For more than 30 years, Fortune 1000 companies and leading nonprofit organizations have partnered with Merkle to maximize the value of their customer portfolios. The agency’s heritage in data, technology, and analytics forms the foundation for its unmatched skills in understanding consumer insights that drive people-based marketing strategies. Its combined strengths in performance media, customer experience, customer relationship management, loyalty, and enterprise marketing technology drive improved marketing results and competitive advantage. With 6,800 employees, Merkle is headquartered in Columbia, Maryland, with 19 additional offices in the US and 33 offices in Europe and APAC. In 2016, the agency joined the Dentsu Aegis Network. For more information, contact Merkle at 1-877-9-Merkle or marketing@merkleinc.com or visit www.merkleinc.com
Conference Chair, MarTech & Editor, chiefmartec.com
@chiefmartecThe MarTech Conference is programmed by conference chair Scott Brinker, who has been chronicling the rise of marketing technology and its impact on marketing strategy, management, and culture on his blog, chiefmartec.com, since 2008. He is the creator of the annual marketing technology landscape supergraphic, the industry reference for the evolving vendor categories of the field, and the author of the book Hacking Marketing, a guide to marketing management in a software-driven world.
Jeremy Epstein, CEO of Never Stop Marketing, has 20 years of international marketing experience in helping to bring innovative technologies into the mainstream. Most recently, Jeremy was VP, Marketing at Sprinklr which grew from a $20mm valuation and 30 people to $1.3 bn valuation and 900 people in 3 years. Previous work experience at Microsoft and consultant to start-ups, mid-market firms, and enterprises, including JNJ. He is the author of numerous whitepapers and a book, has presented to hundreds of audiences in 15 countries, and led 50+ person marketing organizations. Jeremy has been the top-ranked speaker at multiple conferences including Microsoft Worldwide Partner Conferences and Microsoft CIO summit among others.
Jeremy currently works with some of the leading and most innovative companies in the blockchain/decentralization space including OB1 and OpenBazaar. In December of 2016, he edited and published a collaborative eBook with 30 of the biggest influencers and thought-leaders on the topic of "When will blockchains cross the chasm?"
Jeremy takes great joy in being an early adopter of new technologies, celebrating the victories (like buying Bitcoin at $80) and the defeats (too many to list) equally.
He discovered his calling for marketing while living in Tokyo in 1997 after reading Peppers and Rodgers "The 1:1 Future" and hasn't looked back since.
Jeremy was a history major at Johns Hopkins, a skill which he wholeheartedly believes prepared him for the marketing profession.
Business Enablement & Marketing Automations, Dell
- 20 + year professional of EMC & Dell Corporation
- 10 + years in supervisory and management roles
- Awarded a US patent for development and implementation of the "Symm/DMX Healthcheck" Program
- Major contributor and decision maker in one of the largest technical company merges in history.
- Team member of finalists for EMC's Presidents Award
- Well versed in program management, software applications, technologies, and BI tools
- Technical and Business Management positions in Engineering, Customer Service, Professional Services, Global Services and Marketing
Sr. Director, Traffic Acquisition, SmarterTravel, a TripAdvisor Company
Maya Gumennik is a profit driving, number crunching, culture building, leader of analytical marketing teams. She is the Sr. Director of Traffic Acquisition for SmarterTravel, a subsidiary of TripAdvisor. In this role, Maya oversees Search Engine Marketing, Search Engine Optimization, Paid Social Channels, Display, and Affiliate Deals programs across 10 TripAdvisor subsidiary brands. Maya’s team is a multi-million dollar profit center, and boasts one of the largest SEM programs in the world with over 1.2 Billion keywords under management.
Prior to TripAdvisor, Maya’s career spanned across global engagements in management consulting and private equity consulting. Maya changed majors 5 times in college, but in the end holds a BA in Economics from Harvard University, and an MBA from Harvard Business School.
Chief Technology Officer, Merkle
Matthew leads Merkle's Enterprise Technology Group and has 20 years of IT experience with 16 years focused on marketing technologies. Merkle's Enterprise Technology Group is focused on marketing technology innovations that enable Merkle's clients to achieve Connected CRM. These innovations are focused around Connected Recognition, cross-channel event management, real-time interaction management, and delivering personalized optimized consumer experiences.
He has helped clients evolve and improve their marketing efforts around multi-channel customer relationship management, and he has specific experience from traditional data warehousing to big data management and from analysis to channel execution. These efforts have included the integration of traditional channels to digital channels and media in order to support acquisition, retention, and loyalty.
Prior to joining Merkle, Matthew was a senior executive with other leading marketing service providers. In those roles, he managed client marketing solutions, enterprise decision management, and marketing consulting practices. For one of those marketing service providers, Matthew established and led the European consulting practice that provided strategic marketing advisory services covering marketing strategy, advanced analytics, and marketing technology. He has provided these services across multiple industries: financial services, retail, telecommunications, travel, and entertainment.
Matthew was a member of the United States Air Force.
Co-founder and CEO, Metadata.io
Gil Allouche is the co-founder and CEO of Metadata Inc., a marketing software startup in San Francisco, CA that employs artificial intelligence and machine learning to make demand generation more predictable and scalable. Gil founded Metadata.io to make demand generation easy for non-technical marketers. The Metadata.io platform and AI Operator evolved from Gil's experiences hacking various marketing and CRM systems to get the solutions he needed. Prior to founding Metadata, Gil was VP of Marketing at Qubole, a Big Data SaaS startup in Mountain View, CA. Gil has also held senior marketing and product management positions at TIBCO Software, Karmasphere, and 1Yell. Gil earned his Master of Business Administration degree at Babson's F.W. Olin Graduate School of Business.
CloseTrack
Marketing
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:
Erica Seidel runs The Connective Good, a retained executive recruiting practice that helps companies land leaders in martech, marketing, digital strategy, marketing analytics, and market research. She also pens a blog called 'Practical Tips on Recruiting Great Analytical Marketing Talent' at www.theconnectivegood.com. Previously, she ran Forrester Research's global advisory businesses for CMOs and digital marketing leaders of Fortune 500 companies, achieving 600% growth and radical improvement in client retention.
She also has significant experience in new product development and user experience, with companies such as Sony, IBM, Pitney Bowes, and Sun Microsystems (now Oracle).
Erica has an MBA in Marketing from the Wharton School of the University of Pennsylvania and a BA in International Relations from Brown University.
Former Head of Marketing Operations, Whole Foods
A solutions-driven leader with an entrepreneurial spirit and sincere passion for the customer experience. A compassionate professional who understands how to leverage creative for high-impact business results and serves as an effective translator between development and the broader business at large. Adept at enabling end-to-end planning and activation in close collaboration with peer leaders, impacting content management, workflow, financial management and other solution sets.
Managing Director, Zee Jay Digital
I lead the research, design, strategy, and implementation of enterprise-wide marketing initiatives. I combine the design of organization, process and technology for personalized customer experiences.
A conceptual thinker and collaborative problem-solver who applies a process-focused methodology to all aspects of marketing planning and execution. Occasional speaker at industry conferences and events, and blog on topics ranging from marketing operating models to agency collaboration best practices.
Sr. Director, Traffic Acquisition, SmarterTravel, a TripAdvisor Company
Maya Gumennik is a profit driving, number crunching, culture building, leader of analytical marketing teams. She is the Sr. Director of Traffic Acquisition for SmarterTravel, a subsidiary of TripAdvisor. In this role, Maya oversees Search Engine Marketing, Search Engine Optimization, Paid Social Channels, Display, and Affiliate Deals programs across 10 TripAdvisor subsidiary brands. Maya’s team is a multi-million dollar profit center, and boasts one of the largest SEM programs in the world with over 1.2 Billion keywords under management.
Prior to TripAdvisor, Maya’s career spanned across global engagements in management consulting and private equity consulting. Maya changed majors 5 times in college, but in the end holds a BA in Economics from Harvard University, and an MBA from Harvard Business School.
CloseTrack
Technology
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.
Jeff Eckman is the Founder and CEO of Blue Green Brands, an agile marketing technology company that delivers exponential growth in returns on marketing investments to medium and large enterprises. With over 20 years' experience in digital, design, and agile teams, Jeff has a passion for applying simplicity to complex problems, and creating relationships between people and technology that generate novel value.
Jeff leads cross-functional teams supporting the diverse and ever-expanding needs and responsibilities of marketing organizations—from strategy to creative to technology. Beneficiaries of Blue Green's work include national and global brands such as NBC Universal, California Closets, athenahealth, and PayPal. Jeff earned his BS in Operations Technology at Northeastern University, and holds an MBA from the MIT Sloan School of Management. Jeff lives in Belmont, Massachusetts with his wife and two children, and can be heard anytime on iTunes or Spotify as the drummer for Boston's original reggae band, Pressure Cooker.
Former Sr Director Marketing Capabilities, Ashley Furniture
Michelle Voorhies is a seasoned marketing technology & digital professional with over 15 years of experience pushing Fortune 500 companies to take a more customer centric view of their priorities & strategy. She is the former Senior Director of Marketing Capabilities for Ashley Homestore. In this role, she was responsible for driving the martech roadmap for the multi-billion dollar retail division of the #1 furniture retailer in the country. She ensured the right marketing tools and process are in place to allow for a fully optimized marketing strategy.
Prior to Ashley, Michelle held various roles at HSN focused on customer strategy, marketing technologies, and ecommerce. Earlier in her career, Michelle held positions at Marriot, Gap, Inc, PayPal and Capital One. She holds a BS in Marketing from the University of Florida.
Managing Director, Zee Jay Digital
I lead the research, design, strategy, and implementation of enterprise-wide marketing initiatives. I combine the design of organization, process and technology for personalized customer experiences.
A conceptual thinker and collaborative problem-solver who applies a process-focused methodology to all aspects of marketing planning and execution. Occasional speaker at industry conferences and events, and blog on topics ranging from marketing operating models to agency collaboration best practices.
Sr. Director, Traffic Acquisition, SmarterTravel, a TripAdvisor Company
Maya Gumennik is a profit driving, number crunching, culture building, leader of analytical marketing teams. She is the Sr. Director of Traffic Acquisition for SmarterTravel, a subsidiary of TripAdvisor. In this role, Maya oversees Search Engine Marketing, Search Engine Optimization, Paid Social Channels, Display, and Affiliate Deals programs across 10 TripAdvisor subsidiary brands. Maya’s team is a multi-million dollar profit center, and boasts one of the largest SEM programs in the world with over 1.2 Billion keywords under management.
Prior to TripAdvisor, Maya’s career spanned across global engagements in management consulting and private equity consulting. Maya changed majors 5 times in college, but in the end holds a BA in Economics from Harvard University, and an MBA from Harvard Business School.
CloseTrack
Management
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.
Anand Thaker is a leader, builder and advisor in marketing technology and growth strategy. His 15-years of experience includes marketing, sales, CX, data, analytics, and intelligent systems/AI.
To succeed in a diverse, dynamic, interconnected marketplace, modern leaders must leverage the right mix of data, intelligent solutions, and seasoned judgment. He founded IntelliPhi to advance human & digital go-to-market decision intelligence for growth-driven leaders. He is also the co-collaborator of the Martech 5000 Landscape with Scott Brinker.
Anand’s experience building and growing high-growth product startups and consulting firms in marketing technology to enterprise firms such as Siemens, Silverpop/IBM, Microsoft, Blackstone, Capgemini, GTRI, Salesforce.com, Fidelity, NYSE, Southern Company and eBay. He also serves as a liaison and advisor to improve venture investors batting average, navigate startup founders, support enterprise executives, and provide leading trends and insights to industry analysts on marketing, sales and customer technologies.
Anand also has a knack for identifying and cultivating rising sales and marketing leaders. He previously consulted and developed solutions in the highly data-driven energy and finance industries after graduating as a computer engineer from Georgia Tech.
Chief Strategy Officer, The Pedowitz Group
Debbie Qaqish is The Queen of Revenue Marketing, a term she coined in 2011. As Principal Partner and Chief Strategy Officer of The Pedowitz Group, Debbie manages global client relationships and leads the firm's thought leadership initiatives. She has been helping B2B companies drive revenue growth for over 35 years.
Debbie is well-known author and speaker on topics related to marketing operations, marketing leadership and revenue marketing. She has over 50 articles in the last 2 years in publications such as MarTech Today, AMA, MarTech Advisors, B2B Magazine, DemandGen Report and MarTech Series. She is also the author of the award-winning book "Rise of the Revenue Marketer: An Executive Playbook". Her next book "Rise of the Strategic Marketing Operations Function" - will be out in early 2019. A PhD candidate, Debbie also teaches in the MBA program at College of William & Mary and for Kennesaw State University on topics including business innovation, marketing operations and revenue marketing.
In March 2016, Kapost named Debbie among the Top 40 Most Inspiring Women in Marketing. For the last five years, Debbie has been named One of the 50 Most Influential People in Sales Lead Management. She has also won SLMA's Top 20 Women to Watch distinction for four consecutive years. In 2014 FierceCMO Magazine named Debbie one of the Top 10 Women CMOs to Watch.
Managing Director, Zee Jay Digital
I lead the research, design, strategy, and implementation of enterprise-wide marketing initiatives. I combine the design of organization, process and technology for personalized customer experiences.
A conceptual thinker and collaborative problem-solver who applies a process-focused methodology to all aspects of marketing planning and execution. Occasional speaker at industry conferences and events, and blog on topics ranging from marketing operating models to agency collaboration best practices.
Sr. Director, Traffic Acquisition, SmarterTravel, a TripAdvisor Company
Maya Gumennik is a profit driving, number crunching, culture building, leader of analytical marketing teams. She is the Sr. Director of Traffic Acquisition for SmarterTravel, a subsidiary of TripAdvisor. In this role, Maya oversees Search Engine Marketing, Search Engine Optimization, Paid Social Channels, Display, and Affiliate Deals programs across 10 TripAdvisor subsidiary brands. Maya’s team is a multi-million dollar profit center, and boasts one of the largest SEM programs in the world with over 1.2 Billion keywords under management.
Prior to TripAdvisor, Maya’s career spanned across global engagements in management consulting and private equity consulting. Maya changed majors 5 times in college, but in the end holds a BA in Economics from Harvard University, and an MBA from Harvard Business School.
CloseTrack
Solutions
Join us for an enlightening and lively discussion with a panel of Acquia customers. These leaders are on the forefront of new technology, pushing the boundaries of digital experience, and all the while staying in the trenches to achieve real transformation.This panel is for you if you've ever wondered:
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.
CEO & Founder, IntelliPhi
@anandthakerAnand Thaker is a leader, builder and advisor in marketing technology and growth strategy. His 15-years of experience includes marketing, sales, CX, data, analytics, and intelligent systems/AI.
To succeed in a diverse, dynamic, interconnected marketplace, modern leaders must leverage the right mix of data, intelligent solutions, and seasoned judgment. He founded IntelliPhi to advance human & digital go-to-market decision intelligence for growth-driven leaders. He is also the co-collaborator of the Martech 5000 Landscape with Scott Brinker.
Anand’s experience building and growing high-growth product startups and consulting firms in marketing technology to enterprise firms such as Siemens, Silverpop/IBM, Microsoft, Blackstone, Capgemini, GTRI, Salesforce.com, Fidelity, NYSE, Southern Company and eBay. He also serves as a liaison and advisor to improve venture investors batting average, navigate startup founders, support enterprise executives, and provide leading trends and insights to industry analysts on marketing, sales and customer technologies.
Anand also has a knack for identifying and cultivating rising sales and marketing leaders. He previously consulted and developed solutions in the highly data-driven energy and finance industries after graduating as a computer engineer from Georgia Tech.
Chief Strategy Officer, The Pedowitz Group
Debbie Qaqish is The Queen of Revenue Marketing, a term she coined in 2011. As Principal Partner and Chief Strategy Officer of The Pedowitz Group, Debbie manages global client relationships and leads the firm's thought leadership initiatives. She has been helping B2B companies drive revenue growth for over 35 years.
Debbie is well-known author and speaker on topics related to marketing operations, marketing leadership and revenue marketing. She has over 50 articles in the last 2 years in publications such as MarTech Today, AMA, MarTech Advisors, B2B Magazine, DemandGen Report and MarTech Series. She is also the author of the award-winning book "Rise of the Revenue Marketer: An Executive Playbook". Her next book "Rise of the Strategic Marketing Operations Function" - will be out in early 2019. A PhD candidate, Debbie also teaches in the MBA program at College of William & Mary and for Kennesaw State University on topics including business innovation, marketing operations and revenue marketing.
In March 2016, Kapost named Debbie among the Top 40 Most Inspiring Women in Marketing. For the last five years, Debbie has been named One of the 50 Most Influential People in Sales Lead Management. She has also won SLMA's Top 20 Women to Watch distinction for four consecutive years. In 2014 FierceCMO Magazine named Debbie one of the Top 10 Women CMOs to Watch.
Managing Director, Zee Jay Digital
I lead the research, design, strategy, and implementation of enterprise-wide marketing initiatives. I combine the design of organization, process and technology for personalized customer experiences.
A conceptual thinker and collaborative problem-solver who applies a process-focused methodology to all aspects of marketing planning and execution. Occasional speaker at industry conferences and events, and blog on topics ranging from marketing operating models to agency collaboration best practices.
Sr. Director, Traffic Acquisition, SmarterTravel, a TripAdvisor Company
Maya Gumennik is a profit driving, number crunching, culture building, leader of analytical marketing teams. She is the Sr. Director of Traffic Acquisition for SmarterTravel, a subsidiary of TripAdvisor. In this role, Maya oversees Search Engine Marketing, Search Engine Optimization, Paid Social Channels, Display, and Affiliate Deals programs across 10 TripAdvisor subsidiary brands. Maya’s team is a multi-million dollar profit center, and boasts one of the largest SEM programs in the world with over 1.2 Billion keywords under management.
Prior to TripAdvisor, Maya’s career spanned across global engagements in management consulting and private equity consulting. Maya changed majors 5 times in college, but in the end holds a BA in Economics from Harvard University, and an MBA from Harvard Business School.
CMO, Acquia
As Acquia's chief marketing officer, Lynne Capozzi oversees all global marketing functions including digital marketing, demand generation, operations, regional and field marketing, customer and partner marketing, events, vertical strategy, analyst relations, content and corporate communications. Lynne is one of Acquia's boomerang stories, first serving as Acquia CMO in 2009. Lynne left Acquia in 2011 to pursue her nonprofit work full-time. She returned to Acquia in late 2016 to lead the marketing organization into its next stage of growth.
Prior to her experience at Acquia, Lynne has held various marketing leadership roles in the technology space. She served as CMO at JackBe, an enterprise mashup software company for real-time intelligence applications that was acquired by Software AG, before that Lynne was CMO at Systinet, which was acquired by Mercury Interactive. Prior to that, Lynne was a VP at Lotus Development, which was later acquired by IBM.
Outside of her work at Acquia, Lynne is on the board of directors at the Boston Children's Hospital Trust and runs a nonprofit through the hospital.
VP Digital, Pegasystems
Tom Bachmann is VP Digital at Pegasystems in Cambridge, MA. With a proven track record leading large-scale Digital programs, Tom brings a passion for working across disciplines with technical engineers, design teams, and business leaders in the pursuit of Digital excellence. His areas of specialization include Digital strategy, leveraging taxonomy & metadata to drive dynamic digital experiences, user-centered design, multi-language localization, UX, information architecture, and integrated campaign systems that drive digital engagement.
CDO, Commonwealth of MA
Holly St. Clair is the Chief Data Officer and Chief Digital Officer at the Executive Office of Technology Services and Security. She oversees the Digital Services department, whose mission is to leverage the best technology and information to ensure every interaction with our government is faster, easier, more meaningful and wicked awesome. Ms. St. Clair has a proven history of using data and technology in innovative ways that help people and their government interact to achieve better outcomes. Prior to joining the Commonwealth, Ms. St. Clair pioneered the use of advanced decision support tools in metropolitan Boston, managing a variety of projects that use scenarios modeling, 3D environments, community indicators, and innovative meeting formats to engage stakeholders in dialogue about policy choices.
VP Digital & Direct Response, Eastern Bank
Kyle Costello is VP Digital & Direct Response at Eastern Bank, where he oversees the bank's digital properties and product roadmap along with performance marketing efforts. He joined Eastern Bank in 2017 via Eastern Labs, a technology incubator within Eastern Bank where he helped to build a platform that lets small businesses get approved for a loan in minutes. Previously he ran customer acquisition at venture-backed startups like PillPack and PerkStreet Financial.
Close
Brands are talking about the importance of going through digital transformations to stay competitive with digital disrupters. But what does digital transformation actually mean? How do you put it into practice? And who and what needs to be involved?
BlueConic's SVP of Strategy and former Forrester analyst, Cory Munchbach, hosts a fireside chat with Bob's Discount Furniture VP of Customer Experience & Digital Innovation, David Levin. You'll hear directly from Levin about how Bob's Discount Furniture approaches its digital transformation. Find out how his project got off the ground, the challenges they needed to solve, who was involved, what technologies make up their martech stack, and where they plan to go next.
BlueConic, the world’s leading customer data platform (CDP), liberates marketers’ first-party data from all the disparate systems in which it currently exists, and makes it available wherever and whenever it is required by the marketer. More than 200 consumer and B2B brands, including Hearst Newspapers, Moen, T-Mobile, ING, America’s Test Kitchen, and American Kennel Club, leverage BlueConic to automate their first-party data collection across sources, unify it into robust, person-level profiles, and activate it in BlueConic or external marketing platforms to improve customer-centric engagement. Founded in 2010, the company is headquartered in Boston, with offices in Europe.
CEO & Founder, IntelliPhi
@anandthakerAnand Thaker is a leader, builder and advisor in marketing technology and growth strategy. His 15-years of experience includes marketing, sales, CX, data, analytics, and intelligent systems/AI.
To succeed in a diverse, dynamic, interconnected marketplace, modern leaders must leverage the right mix of data, intelligent solutions, and seasoned judgment. He founded IntelliPhi to advance human & digital go-to-market decision intelligence for growth-driven leaders. He is also the co-collaborator of the Martech 5000 Landscape with Scott Brinker.
Anand’s experience building and growing high-growth product startups and consulting firms in marketing technology to enterprise firms such as Siemens, Silverpop/IBM, Microsoft, Blackstone, Capgemini, GTRI, Salesforce.com, Fidelity, NYSE, Southern Company and eBay. He also serves as a liaison and advisor to improve venture investors batting average, navigate startup founders, support enterprise executives, and provide leading trends and insights to industry analysts on marketing, sales and customer technologies.
Anand also has a knack for identifying and cultivating rising sales and marketing leaders. He previously consulted and developed solutions in the highly data-driven energy and finance industries after graduating as a computer engineer from Georgia Tech.
Chief Strategy Officer, The Pedowitz Group
Debbie Qaqish is The Queen of Revenue Marketing, a term she coined in 2011. As Principal Partner and Chief Strategy Officer of The Pedowitz Group, Debbie manages global client relationships and leads the firm's thought leadership initiatives. She has been helping B2B companies drive revenue growth for over 35 years.
Debbie is well-known author and speaker on topics related to marketing operations, marketing leadership and revenue marketing. She has over 50 articles in the last 2 years in publications such as MarTech Today, AMA, MarTech Advisors, B2B Magazine, DemandGen Report and MarTech Series. She is also the author of the award-winning book "Rise of the Revenue Marketer: An Executive Playbook". Her next book "Rise of the Strategic Marketing Operations Function" - will be out in early 2019. A PhD candidate, Debbie also teaches in the MBA program at College of William & Mary and for Kennesaw State University on topics including business innovation, marketing operations and revenue marketing.
In March 2016, Kapost named Debbie among the Top 40 Most Inspiring Women in Marketing. For the last five years, Debbie has been named One of the 50 Most Influential People in Sales Lead Management. She has also won SLMA's Top 20 Women to Watch distinction for four consecutive years. In 2014 FierceCMO Magazine named Debbie one of the Top 10 Women CMOs to Watch.
Managing Director, Zee Jay Digital
I lead the research, design, strategy, and implementation of enterprise-wide marketing initiatives. I combine the design of organization, process and technology for personalized customer experiences.
A conceptual thinker and collaborative problem-solver who applies a process-focused methodology to all aspects of marketing planning and execution. Occasional speaker at industry conferences and events, and blog on topics ranging from marketing operating models to agency collaboration best practices.
Sr. Director, Traffic Acquisition, SmarterTravel, a TripAdvisor Company
Maya Gumennik is a profit driving, number crunching, culture building, leader of analytical marketing teams. She is the Sr. Director of Traffic Acquisition for SmarterTravel, a subsidiary of TripAdvisor. In this role, Maya oversees Search Engine Marketing, Search Engine Optimization, Paid Social Channels, Display, and Affiliate Deals programs across 10 TripAdvisor subsidiary brands. Maya’s team is a multi-million dollar profit center, and boasts one of the largest SEM programs in the world with over 1.2 Billion keywords under management.
Prior to TripAdvisor, Maya’s career spanned across global engagements in management consulting and private equity consulting. Maya changed majors 5 times in college, but in the end holds a BA in Economics from Harvard University, and an MBA from Harvard Business School.
SVP of Strategy, BlueConic
"You see things and say, why? but I dream of things that never were and say why not?" - George Bernard Shaw
Specialties: Marketing technology, product marketing, customer data, cross-channel campaign management, enterprise marketing platforms, digital disruption, customer life cycle marketing, customer and brand experience, integrated marketing, omni-channel marketing strategies, research, consulting.
VP, Customer Experience & Digital Innovation, Bob's Discount Furniture
Close
While big data and analytics have been hot marketing topics for the past several years, there is still a whole lot of hype and misunderstanding about what is possible for companies that embrace the power of analytics. This session will take the audience on a journey of what is possible - and perhaps more importantly, what is being done today by companies embracing a culture of analytics. Daniel Newman, six-time best-selling author and Principal Analyst at Futurum Research, will lead a discussion with global experts Wilson Raj of SAS, Maneeza Malik of Intel and Paul Barrett of Accenture as they share their first-hand experiences of helping companies fuel massive growth through analytics.
SAS is the leader in business analytics software and services, and the largest independent vendor in the business intelligence market. SAS® Customer Intelligence solutions enable marketers to deliver extraordinary customer experiences through truly integrated marketing, across every channel including web, social, mobile, broadcast, email, in-store and beyond. SAS software’s powerful analytics put data in the hands of your business users – transforming marketing on every level. Marketing programs become more effective. Your organization becomes more efficient in execution. With deeper insights, you become more customer-centric and profitable. Since 1976 SAS has been giving customers around the world THE POWER TO KNOW®.
SAS Customer Intelligence url: www.sas.com/customerjourney
CEO & Founder, IntelliPhi
@anandthakerAnand Thaker is a leader, builder and advisor in marketing technology and growth strategy. His 15-years of experience includes marketing, sales, CX, data, analytics, and intelligent systems/AI.
To succeed in a diverse, dynamic, interconnected marketplace, modern leaders must leverage the right mix of data, intelligent solutions, and seasoned judgment. He founded IntelliPhi to advance human & digital go-to-market decision intelligence for growth-driven leaders. He is also the co-collaborator of the Martech 5000 Landscape with Scott Brinker.
Anand’s experience building and growing high-growth product startups and consulting firms in marketing technology to enterprise firms such as Siemens, Silverpop/IBM, Microsoft, Blackstone, Capgemini, GTRI, Salesforce.com, Fidelity, NYSE, Southern Company and eBay. He also serves as a liaison and advisor to improve venture investors batting average, navigate startup founders, support enterprise executives, and provide leading trends and insights to industry analysts on marketing, sales and customer technologies.
Anand also has a knack for identifying and cultivating rising sales and marketing leaders. He previously consulted and developed solutions in the highly data-driven energy and finance industries after graduating as a computer engineer from Georgia Tech.
Chief Strategy Officer, The Pedowitz Group
Debbie Qaqish is The Queen of Revenue Marketing, a term she coined in 2011. As Principal Partner and Chief Strategy Officer of The Pedowitz Group, Debbie manages global client relationships and leads the firm's thought leadership initiatives. She has been helping B2B companies drive revenue growth for over 35 years.
Debbie is well-known author and speaker on topics related to marketing operations, marketing leadership and revenue marketing. She has over 50 articles in the last 2 years in publications such as MarTech Today, AMA, MarTech Advisors, B2B Magazine, DemandGen Report and MarTech Series. She is also the author of the award-winning book "Rise of the Revenue Marketer: An Executive Playbook". Her next book "Rise of the Strategic Marketing Operations Function" - will be out in early 2019. A PhD candidate, Debbie also teaches in the MBA program at College of William & Mary and for Kennesaw State University on topics including business innovation, marketing operations and revenue marketing.
In March 2016, Kapost named Debbie among the Top 40 Most Inspiring Women in Marketing. For the last five years, Debbie has been named One of the 50 Most Influential People in Sales Lead Management. She has also won SLMA's Top 20 Women to Watch distinction for four consecutive years. In 2014 FierceCMO Magazine named Debbie one of the Top 10 Women CMOs to Watch.
Managing Director, Zee Jay Digital
I lead the research, design, strategy, and implementation of enterprise-wide marketing initiatives. I combine the design of organization, process and technology for personalized customer experiences.
A conceptual thinker and collaborative problem-solver who applies a process-focused methodology to all aspects of marketing planning and execution. Occasional speaker at industry conferences and events, and blog on topics ranging from marketing operating models to agency collaboration best practices.
Sr. Director, Traffic Acquisition, SmarterTravel, a TripAdvisor Company
Maya Gumennik is a profit driving, number crunching, culture building, leader of analytical marketing teams. She is the Sr. Director of Traffic Acquisition for SmarterTravel, a subsidiary of TripAdvisor. In this role, Maya oversees Search Engine Marketing, Search Engine Optimization, Paid Social Channels, Display, and Affiliate Deals programs across 10 TripAdvisor subsidiary brands. Maya’s team is a multi-million dollar profit center, and boasts one of the largest SEM programs in the world with over 1.2 Billion keywords under management.
Prior to TripAdvisor, Maya’s career spanned across global engagements in management consulting and private equity consulting. Maya changed majors 5 times in college, but in the end holds a BA in Economics from Harvard University, and an MBA from Harvard Business School.
Principal Analyst, Futurum Research
I love technology, but I am also extremely passionate about digital transformation and strategy because I believe technology can only reach its potential when it is intertwined with humanity. When people and technology work together to meet their potential, the business results will follow. This is where I come in.
I am an entrepreneur focused in the Technology and Digital Space. Founder, partner and operator of 4 companies ranging from my role as Principal Analyst at Futurum Research, a Technology and Analysis firm to the CEO of Broadsuite Media Group and President of Digital Agency V3B.
Prior to my days as an entrepreneur, I served as the CEO of EC3, a hosted IT and Communication services provider. Prior to that at the spry age of 28, I was the CEO of United Visual, parent company to United Visual Systems, United Visual Productions, and United GlobalComm; a family of companies focused on Unified Communications and Audio Visual Technologies.
Global Director of Customer Intelligence, SAS
Data-inspired global marketing strategist with over 20 years of experience in building brand value--across multiple industries--through an astute ability to judiciously leverage and integrate all core marketing disciplines. Strong qualifications in traditional and digital marketing, corporate branding, marketing communications, research and public relations. Expertise in analytical marketing, social media monitoring technologies, and market research. Skilled in creating a shared corporate vision and passionate about producing meaningful and engaging experiences for consumers and businesses.
Specialties: An ability to bring a corporate vision to life by developing and executing insightful, integrated marketing strategies. A strong record of generating increases in ROI and sales for industries including technology, medical devices, and consumer goods. A passion for driving customer intelligence and understanding the latest customer behavior and buying trends based on quantitative and qualitative data, analytics and research. A talent for leading teams to produce extraordinary results.
Managing Director, Accenture Applied Intelligence
Marketing Strategy & Technology Enthusiast. Passionate about conceptualizing, developing and growing data driven business initiatives to drive revenue growth. Brings extensive cross-functional experience in marketing, technology, and finance. Executive and consulting experience in Fortune 100, mid-market and start-up organizations.
CloseTrack
Marketing
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.
Jeff Eckman is the Founder and CEO of Blue Green Brands, an agile marketing technology company that delivers exponential growth in returns on marketing investments to medium and large enterprises. With over 20 years' experience in digital, design, and agile teams, Jeff has a passion for applying simplicity to complex problems, and creating relationships between people and technology that generate novel value.
Jeff leads cross-functional teams supporting the diverse and ever-expanding needs and responsibilities of marketing organizations—from strategy to creative to technology. Beneficiaries of Blue Green's work include national and global brands such as NBC Universal, California Closets, athenahealth, and PayPal. Jeff earned his BS in Operations Technology at Northeastern University, and holds an MBA from the MIT Sloan School of Management. Jeff lives in Belmont, Massachusetts with his wife and two children, and can be heard anytime on iTunes or Spotify as the drummer for Boston's original reggae band, Pressure Cooker.
Sr. Director, Analytics, LHM Sports and Entertainment
Jared is the Sr. Director of Analytics for the NBA’s Utah Jazz. He has over 10 years of experience in the sports and e-commerce industries, where he has focused on using data to personalize each customer’s experience.
Managing Director, Zee Jay Digital
I lead the research, design, strategy, and implementation of enterprise-wide marketing initiatives. I combine the design of organization, process and technology for personalized customer experiences.
A conceptual thinker and collaborative problem-solver who applies a process-focused methodology to all aspects of marketing planning and execution. Occasional speaker at industry conferences and events, and blog on topics ranging from marketing operating models to agency collaboration best practices.
Sr. Director, Traffic Acquisition, SmarterTravel, a TripAdvisor Company
Maya Gumennik is a profit driving, number crunching, culture building, leader of analytical marketing teams. She is the Sr. Director of Traffic Acquisition for SmarterTravel, a subsidiary of TripAdvisor. In this role, Maya oversees Search Engine Marketing, Search Engine Optimization, Paid Social Channels, Display, and Affiliate Deals programs across 10 TripAdvisor subsidiary brands. Maya’s team is a multi-million dollar profit center, and boasts one of the largest SEM programs in the world with over 1.2 Billion keywords under management.
Prior to TripAdvisor, Maya’s career spanned across global engagements in management consulting and private equity consulting. Maya changed majors 5 times in college, but in the end holds a BA in Economics from Harvard University, and an MBA from Harvard Business School.
CloseTrack
Technology
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.
The MarTech Conference is programmed by conference chair Scott Brinker, who has been chronicling the rise of marketing technology and its impact on marketing strategy, management, and culture on his blog, chiefmartec.com, since 2008. He is the creator of the annual marketing technology landscape supergraphic, the industry reference for the evolving vendor categories of the field, and the author of the book Hacking Marketing, a guide to marketing management in a software-driven world.
Kelly Goetsch is Chief Product Officer at commercetools where he oversees product management, development and delivery. He came to commercetools from Oracle, where he led product management for their microservices initiatives. Kelly previously held senior-level product development and go-to-market responsibilities for key Oracle cloud products representing nine+ figures of revenue for Oracle. Prior to Oracle, he was a senior architect at ATG (acquired by Oracle), where he was instrumental to 31 large-scale ATG implementations. In his last years at ATG, he oversaw all of Walmart's implementations of ATG around the world.
Kelly has expertise in commerce, microservices, and distributed computing, having spoken and published extensively on these topics. He is the author of three books - APIs for Modern Commerce (O'Reilly, 2017), Microservices for Modern Commerce: Dramatically Increase Development Velocity by Applying Microservices to Commerce (O'Reilly, 2016) and E-Commerce in the Cloud: Bringing Elasticity to E-Commerce (O'Reilly, 2014).
He holds a bachelor's degree in entrepreneurship and a master's degree in management information systems, both from the University of Illinois at Chicago. He holds three patents, including one key to distributed computing.
Managing Director, Zee Jay Digital
I lead the research, design, strategy, and implementation of enterprise-wide marketing initiatives. I combine the design of organization, process and technology for personalized customer experiences.
A conceptual thinker and collaborative problem-solver who applies a process-focused methodology to all aspects of marketing planning and execution. Occasional speaker at industry conferences and events, and blog on topics ranging from marketing operating models to agency collaboration best practices.
Sr. Director, Traffic Acquisition, SmarterTravel, a TripAdvisor Company
Maya Gumennik is a profit driving, number crunching, culture building, leader of analytical marketing teams. She is the Sr. Director of Traffic Acquisition for SmarterTravel, a subsidiary of TripAdvisor. In this role, Maya oversees Search Engine Marketing, Search Engine Optimization, Paid Social Channels, Display, and Affiliate Deals programs across 10 TripAdvisor subsidiary brands. Maya’s team is a multi-million dollar profit center, and boasts one of the largest SEM programs in the world with over 1.2 Billion keywords under management.
Prior to TripAdvisor, Maya’s career spanned across global engagements in management consulting and private equity consulting. Maya changed majors 5 times in college, but in the end holds a BA in Economics from Harvard University, and an MBA from Harvard Business School.
CloseTrack
Management
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.
Duane is an independent Martech and Digital Marketing consultant in Portland, Oregon. He was Chief Marketing Technologist and Head of Digital at Xerox until January 2017, with roles ranging from Brand and Marketing Intelligence to acting CMO over 17 years. He has been a growth hacker throughout his career. Prior to joining Xerox, he held executive roles at Apple and HP.
Michael Lukich has 15+ years experience across various marketing, technology, data, and strategy roles. He currently is the Executive Leader of Marketing Analytics & Insights at Booz Allen Hamilton in Washington, DC. Within this role, Mike owns the organization's marketing analytics strategy and data infrastructure, supporting the effective execution and measurement of marketing efforts. His hopes to help transform how the marketing and communications functions, and organization's business leaders, consumes and uses marketing data to drive decisions and strategies.
Prior to joining Booz Allen, Mike spent time at Total Wine & More managing their marketing technology and customer data group, at WealthEngine running their marketing practice, and at MarketBridge as a Principal within their Marketing Analytics and Technology practice. He earned his MBA from the Robert H. Smith School of Business at the University of Maryland, where he focused his studies in Data-Driven Marketing. He also attended Maryland as an undergrad, earning a degree in Engineering.
Managing Director, Zee Jay Digital
I lead the research, design, strategy, and implementation of enterprise-wide marketing initiatives. I combine the design of organization, process and technology for personalized customer experiences.
A conceptual thinker and collaborative problem-solver who applies a process-focused methodology to all aspects of marketing planning and execution. Occasional speaker at industry conferences and events, and blog on topics ranging from marketing operating models to agency collaboration best practices.
Sr. Director, Traffic Acquisition, SmarterTravel, a TripAdvisor Company
Maya Gumennik is a profit driving, number crunching, culture building, leader of analytical marketing teams. She is the Sr. Director of Traffic Acquisition for SmarterTravel, a subsidiary of TripAdvisor. In this role, Maya oversees Search Engine Marketing, Search Engine Optimization, Paid Social Channels, Display, and Affiliate Deals programs across 10 TripAdvisor subsidiary brands. Maya’s team is a multi-million dollar profit center, and boasts one of the largest SEM programs in the world with over 1.2 Billion keywords under management.
Prior to TripAdvisor, Maya’s career spanned across global engagements in management consulting and private equity consulting. Maya changed majors 5 times in college, but in the end holds a BA in Economics from Harvard University, and an MBA from Harvard Business School.
CloseTrack
Solutions
With thousands of solutions available in the market, selecting the right technologies to add to your martech stack is challenging for even the savviest of organizations. The risk and complexity is exponentially greater when those same solutions must be integrated with proprietary technologies and deployed in an enterprise organization of more than 15,000 employees.
Executing a strategy of this magnitude without causing disruption to the business is tricky, to say the least. In this session, you'll hear about Infor's disparate martech stack, and how they embraced digital transformation to become a modern marketing machine.
During the session, you'll learn about:
This is a true insiders' look at a successful enterprise marketing implementation, and a must-attend session for any marketing leader.
Martech Consultant, Independent Martech & Digital Marketing Consultant
@duaneschulzDuane is an independent Martech and Digital Marketing consultant in Portland, Oregon. He was Chief Marketing Technologist and Head of Digital at Xerox until January 2017, with roles ranging from Brand and Marketing Intelligence to acting CMO over 17 years. He has been a growth hacker throughout his career. Prior to joining Xerox, he held executive roles at Apple and HP.
Michael Lukich has 15+ years experience across various marketing, technology, data, and strategy roles. He currently is the Executive Leader of Marketing Analytics & Insights at Booz Allen Hamilton in Washington, DC. Within this role, Mike owns the organization's marketing analytics strategy and data infrastructure, supporting the effective execution and measurement of marketing efforts. His hopes to help transform how the marketing and communications functions, and organization's business leaders, consumes and uses marketing data to drive decisions and strategies.
Prior to joining Booz Allen, Mike spent time at Total Wine & More managing their marketing technology and customer data group, at WealthEngine running their marketing practice, and at MarketBridge as a Principal within their Marketing Analytics and Technology practice. He earned his MBA from the Robert H. Smith School of Business at the University of Maryland, where he focused his studies in Data-Driven Marketing. He also attended Maryland as an undergrad, earning a degree in Engineering.
Managing Director, Zee Jay Digital
I lead the research, design, strategy, and implementation of enterprise-wide marketing initiatives. I combine the design of organization, process and technology for personalized customer experiences.
A conceptual thinker and collaborative problem-solver who applies a process-focused methodology to all aspects of marketing planning and execution. Occasional speaker at industry conferences and events, and blog on topics ranging from marketing operating models to agency collaboration best practices.
Sr. Director, Traffic Acquisition, SmarterTravel, a TripAdvisor Company
Maya Gumennik is a profit driving, number crunching, culture building, leader of analytical marketing teams. She is the Sr. Director of Traffic Acquisition for SmarterTravel, a subsidiary of TripAdvisor. In this role, Maya oversees Search Engine Marketing, Search Engine Optimization, Paid Social Channels, Display, and Affiliate Deals programs across 10 TripAdvisor subsidiary brands. Maya’s team is a multi-million dollar profit center, and boasts one of the largest SEM programs in the world with over 1.2 Billion keywords under management.
Prior to TripAdvisor, Maya’s career spanned across global engagements in management consulting and private equity consulting. Maya changed majors 5 times in college, but in the end holds a BA in Economics from Harvard University, and an MBA from Harvard Business School.
Director, Global Marketing Operations, Infor
Chris is a Director of Global Marketing Operations at Infor and currently leads the support of the marketing organization's usage of the Infor martech stack to execute their marketing activities. Chris has experience building and managing marketing teams for B2B companies (from early-stage startups to global enterprises) that have taken advantage of the latest technologies to run more effective and efficient programs.
Sr. Director of Marketing, Infor
Kerry brings more than 22 years of enterprise software marketing experience to Infor, where she is currently responsible for leading the Customer Experience, Human Capital Management, Workforce Management, and Talent Science marketing team. At two prior companies, she
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