April 2021 | SAN JOSE CONVENTION CENTER | SAN JOSE, CA

MarTech West 2020 is canceled. Join us online for free April 21-23 for Discover MarTech!

MarTech® West 2020 Agenda

MarTech West 2020 has been canceled due to the coronavirus outbreak. Join us for free online -- April 21-23 -- for Discover MarTech: A Virtual Event For Strategies & Solutions!

Expanded & Mobile Agenda

Calendar

Pre-Conference Workshops - Wednesday, April 15th

1:00 PM-5:00 PM (Additional Fee Applies)

The Right Way To Buy Marketing Technology

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    Workshops

Presented by Tony Byrne

Overview

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

Using CDP to Make the Most of Your Customer Data

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    Workshops

Presented by David Raab

Overview

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

Agile Marketing Advantage

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    Workshops

Presented by Andrea Fryrear

Overview

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

Creating Connected Experiences

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    Workshops

Presented by Jeff Cram

Overview

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

A Marketer's Guide To Attribution Analysis

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    Workshops

Presented by Christopher Penn

Overview

In this workshop, AI and analytics practitioner Christopher Penn, co-founder of TrustInsights.ai, will walk you through the A-Z of attribution analysis. You'll learn why attribution analysis is important, why it's broken, what kinds of attribution models exist, and how to get started with 5 different kinds of models. Learn More.

Calendar

Full Conference Agenda - Wednesday, April 15th

4:15-5:00

Speed Networking

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    General

Overview

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

5:00-7:00

Opening Reception & Expo Hall Grand Opening

Featuring:

Sponsored by:

Calendar

Full Conference Agenda - Thursday, April 16th

7:00-9:00

Breakfast & Registration

8:15-8:45

Breakfast Keynote: Workfront

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    Marketing Solutions

Presented by:

Overview

TBA

Sponsor

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

9:00-10:15

Keynote: Leading The Next Decade of Martech

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    Keynote

Overview

Welcome to the 2020's. Last decade saw the rise of the marketing technologist and the birth of a $100+ billion marketing technology industry. What does this next decade hold?

We face two competing themes. One: much-needed maturing of the martech profession and vendor landscape, bringing us greater structure, stability, and discipline. Two: further martech disruption as new technologies, new regulations, and new approaches to business continue to change marketing as know it.

Can these two themes be reconciled?

Scott, "the godfather of martech", will kick off the day with a keynote addressing both practical and reasonable strategies for marketing operations and technology management with one hat; embracing the promise of exciting, new innovations with the other.

Can these struggling martech forces converge peacefully?

Speaker

Scott Brinker

Conference Chair, MarTech & Editor, chiefmartec.com,

Netflix, Intuit, and Walmart: A Martech Retrospective

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    Keynote

Overview

Many hard won lessons are experienced by pioneers in any field, and martech is no different as they forge new paths, shape marketing capabilities and reinvigorate how brands interact with their customers. In this candid presentation, Tony will share lessons he's learned through pioneering scalable adtech and martech systems at three major brands: Netflix, Intuit, and Walmart eCommerce. Across these different category leaders, he's recognized common patterns in the challenges and opportunities for marketing technology management and innovation.

Attend this keynote for insights into how to:

  • Focus on data as the foundation of you martech's rapidly growing "brain"
  • Apply the concepts of progressive software engineering in marketing
  • Help the your entire organization embrace martech as a strategic lever
  • Continually evolving your martech stack and measure its business impact
  • Develop and integrate martech talent which lies at the intersection of art and science

Speaker

Tony Ralph

VP, Marketing Product, Walmart eCommerce

10:00-10:55

Refreshments & Expo Hall Opens

Data Fabric And Identity: Driving Marketing Success In The Cookie-less World (10:20-10:50)

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    Marketing Solutions

Presented by:

Overview

The biggest challenge for marketers today is enabling marketing in a world where data is hard to use and the ability to know customers is becoming more and more limited by Big Tech. In this session, we'll explore how to solve for internal constraints on unleashing business innovation. This requires gaining a new perspective on data, a well as building and owning a customer identity platform built on first-party and cookie-less data. These two things will be the conduit for us to drive more meaningful relationships with our customers across their entire experience with our brands.


Sponsor

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 9,400+ employees, Merkle is headquartered in Columbia, Maryland, with 50+ additional offices throughout the US, EMEA, and APAC. In 2016, the agency joined the Dentsu Aegis Network. For more information, contact Merkle at 1-877-9-Merkle or visit www.merkleinc.com.

Speakers

Matthew Mobley

Chief Technology Officer, Merkle

Moving Past Cookie-Cutter Web Experiences By Unleashing Your Marketers' Greatness (10:20-10:50)

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    Marketing Solutions

Presented by:

Overview

Today's marketers are often caught in the middle when it comes to creating amazing web experiences. They can work fast with template-focused tools that limit creativity, or they can be bold but reliant on the timelines and capabilities of developers and digital agencies.

But marketers can actually have the best of both worlds. In this presentation, Jabil, a Fortune 500 manufacturing powerhouse, reveals the technical capabilities it's provided marketers to ensure that speed is never the enemy of creativity when it comes to creating outstanding web experiences for their customers.

Learn how Jabil took its site from cookie-cutter to extraordinary and how empowering its marketing team with the right tech led to big-time leaps in site engagement.


Sponsor

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

10:55-11:35

Starting From Scratch: Defining, Implementing, And Managing A Technology Strategy For Large Enterprises

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    Marketing Operations

Overview

You just started in a new organization and have been tasked with centralizing oversight of marketing technology. There are no controls or processes are in place.

How do you establish credibility across organizational silos? What are the priorities that need to be addressed immediately?

This intrepid panel will share their experiences creating and evolving marketing operations and technology roles and processes in enterprise-level companies. You'll hear first-hand about the challenges they've faced, the progress they've made, and what lies ahead (all panelists are still mid-journey!).

You'll walk away with actionable tactics you can used to create your own strategy and technology-related processes.

Speakers

Erin Rowles

Director of Marketing Technology and Automation, Deluxe Corp.

Carol Mendenhall

Marketing Operations Manager, Thomson Reuters

Sarah Fischer

Marketing Technologist, Pearson VUE

Kristen Walker

Marketing Technologist, Pearson VUE

How To Get Your Martech Stack To Share Data And Play Nicely

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    Marketing Data

Overview

We love SaaS marketing applications - but making them play well together is hard, especially as your data sets get larger and larger. With millions of contacts, leads, and campaign transactions handled daily, we needed a way to make our tech stack integrations faster, more reliable, and flexible enough to handle upgrades and additions without having to change everything else.

In this session, you'll gain insights into how Red Hat used leading-edge, open source software to build a marketing integration platform that shares data in near real time and is application agnostic. You'll discover how it works, how the experience of building it challenged the way we thought about data, and how it's changing the way Red Hat does marketing.

In this session, you'll learn:

  • How to trust your data, using event sourcing to make your martech stack act like a big database (atomic, consistent, isolated, and durable)
  • How to make ensure your contact data is portable across applications by grounding it in true facts about the world
  • How to avoid surprises by making sure your data is consistent and reliable by keeping business logic out in the open and accessible to marketers and users

Speakers

Joel Eaton

Data Architect, Red Hat, Inc.,

Tim Sawicki

Data Engineer, Red Hat, Inc.

Bridging Data Analytics & Technical SEO

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    Marketing Technology

Overview

And here you thought SEO was dead. Not quite! In fact, it's more important - and more technical - than ever. Knowing how to leverage your data to improve the effectiveness of SEO efforts is paramount to driving quality traffic. This session will explore how analyzing non-traditional SEO data can help identify tech SEO problem areas, prioritize the business need for solving those problems, and generate solutions that lead to improvements in rankings and conversions:

At the end of this session, you'll be able to:

  • Use data to identify the biggest technical problems on your website that are hurting SEO performance
  • Use data to explain and prove how these technical problems are creating bigger problems for your organization
  • Analyze and address mobile-specific SEO challenges, including usability and speed
  • Learn how to evolve your tech SEO strategy to prevent penalties and outperform your competition in the SERPs

Speakers

Matthew Edgar

Consultant & Partner, Elementive,

Streamlining & Modernizing Social Media Marketing Technology At Wells Fargo

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    Marketing Orchestration

Overview

Wells Fargo relies on a number of third-party technology vendors to support social media marketing and customer care functions. The brand is currently undergoing an effort to rationalize and streamline the technology architecture required to support key social media use cases. This shift will lead to greater scale and will unlock new innovation opportunities.

In this session you'll gain insights into how to:

  • Reduce reliance on point solutions by consolidating use cases under a single technology vendor, where possible
  • Leverage industry innovation (particularly AI/ML) to automate workflows
  • Ensure social media technology architecture can integrate with the rest of your marketing tech stack

Speakers

David Encizo

VP Marketing Technology & Operations, Wells Fargo,

Broken Promises And The Customer Experience (11:00-11:30)

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    Marketing Solutions

Presented by:

Overview

90% of brands are failing to meet customer expectations. And we know the data doesn't lie because 94% of marketers say they agree (2019 Acquia CX report). The fact is, brands are giving consumers too many reasons to not trust them causing a huge headache for CMOs, especially when you consider that 18% of our budgets will be allocated to CX initiatives in the year ahead (Gartner).

But not all brands are failing. The brands doing the best are the ones that stay true to themselves and know their customers better than anyone else. Amazon, Apple, and Netflix may immediately come to mind, but challenger brands like GoGo Grandparent, Trunk Club and Lids are generating buzz too. And more than that, they're building great customer relationships.

These brands are proving that those who can best deliver on the experience promise do so by taking the time to truly understand their customer and trust the strategy they have set for their business. We'll dig into how simple approaches like clean data, smart personalization strategies and an open approach can help drive customer loyalty.

In the meantime, your competitors will continue to fall short trying to figure out how to deliver on what has become the most defining aspect of business today — The Experience Promise.


Sponsor

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

Speakers

Adobe - TBA (11:00-11:30)

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    Marketing Solutions

Presented by:

Overview

Coming soon.

Sponsor

11:35-11:50

Break

11:50-12:30

Building Twitter's Demand Engine And Martech Stack

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    Marketing Operations

Overview

Hear how Twitter is increasing revenue through its own demand generation program. Amisha will describe the company's transition to a B2B performance marketing culture, offer advice for partnering with IT, ops, sales and procurement teams to integrate third party tools in a build-it-yourself culture, what it takes to build a demand engine with disparate data sets, and how to connect the metrics to tell a cohesive story.

In this session, you will also learn:

  • How to manage a performance marketing culture in a privacy-first company
  • How to create a vendor ecosystem to serve your demand generation goals
  • Lessons learned from on-boarding external martech vendors

Speakers

Amisha Sud

Marketing Manager, Twitter,

Building the Data-Driven Customer Journey

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    Marketing Data

Overview

It's a given in today's marketing world that designing, deploying, and managing an effective customer journey is paramount to success. But despite advances in strategy, data, and processes, designing an effective customer journey is difficult.

Building off a strong foundation, Chris will teach you why customer journeys are broken, what a data-driven digital customer journey is, and how to use marketing data you already have to understand how your audience purchases from you - then prioritize and build a digital marketing plan driven by analytics and insights, not guesswork.

In this session, you will learn:

  • The data points where current customer journeys break down
  • The data sources needed to make great data-driven customer journeys
  • The specific algorithms used in industry-leading attribution models and customer journeys
  • The reasons why journey maps don't get implemented - and how to make sure yours does

Speakers

Christopher Penn

Chief Data Scientist, Trust Insights,

Benchmark Your Multi-channel Marketing Technology Stack To Thrive In 2020 And Beyond

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    Marketing Technology

Overview

Successful multi-channel marketing is more complex than ever. Attend this session for a download of technologies that power multi-channel marketing and the capabilities that high-performing marketing technology teams adopt, based on fresh data from Gartner's Marketing Technology Survey.

In this session, you will learn:

  • The marketing technologies that support effective multi-channel marketing
  • The common characteristics of brands that have mastered marketing technology management
  • How marketing can align with the rest of the business to make smart tech investments

Speakers

Benjamin Bloom

Senior Director Analyst, Gartner,

Account Based Marketing: How Martech Can Help You Get More Engagement And Revenue

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    Marketing Orchestration

Overview

Account Based Marketing (ABM) is a paradigm shift for B2B marketers, who in the past have been trained to generate leads with funnel or waterfall approaches. ABM's effectiveness is well-documented, and derived in large part from martech designed to accomplish its various aspects.

But where do you start? Where will you get the most value and ROI? What investments should you make? What else do you need to be successful?

In this session, you will learn:

  • What an unbiased, high level view of the ABM martech landscape looks like and where the technology fits into various selling stages
  • How to make investments in phases that deliver the most value and ROI
  • How organizations approach ABM differently and which technology solutions help them reach their goals

Speakers

Kelly Waffle

Head of Digital Strategy, Hinge,

A CDP Is Not Enough: The Customer Data Strategy Beyond The Technology

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    Marketing Solutions

Presented by:

Overview

Whether you're evaluating or have just purchased a CDP, the possibilities can feel endless. From improved team processes and cross-departmental collaboration to enabling real-time personalization and machine learning initiatives, getting the most out of your CDP means having the right customer data strategy in place.

We'll help you turn your excitement about CDPs into action with a sensible guide to the CDP universe beyond the technology to ensure that you are

  • Maximizing the impact of your investment at the outset while setting yourself up for the future
  • Engaging with the right teams, stakeholders, and technologies
  • Developing the right use cases for your CX, privacy, analytics, and data management needs

Sponsor

Tealium connects customer data– spanning web, mobile, offline, and IoT devices— so brands can connect with their customers. Tealium’s turnkey integration ecosystem supports over 1,200 client-side and server-side vendors and technologies, empowering brands to create a unified, real-time customer data infrastructure. The Tealium Customer Data Hub encompasses tag management, an API hub, a customer data platform with machine learning, and data management solutions that make customer data more valuable, actionable, and secure. More than 1,000 businesses worldwide trust Tealium to power their customer data strategies. For more information, visit www.tealium.com.

How New England Biolabs Creates Experiences To Attract & Keep Loyal Customers

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    Marketing Solutions

Presented by:

Overview

It has been stated that customer experience is the source of all competitive advantage. And yet, in today's digital and ever-changing world, continually developing best-in-class customer experiences is no small feat. Join Tanya Waldroup, Associate Director of Marketing Technologies at New England Biolabs (NEB), as she explores how a company's values play a role in the development of their customer experiences, and how this, and the brand that they embody, can result in long-term customer loyalty. Attendees will learn about how to deploy AR and other innovative new mediums into conventional marketing methods, the role marketing technologies are playing to engage and better understand the needs of customers, and how NEB addresses the unique challenges created by the merging of B2B and B2C business models.


Sponsor

Salesforce is the global leader in customer relationship management (CRM), bringing companies of every size and industry closer to their customers. Salesforce enables companies to leverage cloud, social, mobile, AI, and connected products to engage with their customers in new ways, all on one integrated platform that spans sales, service, marketing, commerce, communities, collaboration and industries. Salesforce is ranked #1 on Fortune’s World's Best Workplaces list and on Forbes world's most innovative companies.

Speakers

Tanya Waldroup

Associate Director, Marketing Technologies, Salesforce

12:30-2:00

Lunch & Expo Hall Time

Lunch Presentation: How Yamaha Connects Directly With Their Customers

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    Marketing Solutions

Presented by:

Overview

Serving customers and their needs is the mission of Yamaha Corporation of America. In this session, Athan Billias, Marketing Technology Strategy Manager at Yamaha, will discuss how the organization determined the need for a customer data platform, specifically the Lytics CDP, in order to move individual customers through a continuous journey, serving them in the moment based on what they care about.


Sponsor

Lytics, the real-time customer data platform (CDP), helps organizations create a single view of their customers. Organizations can unify data and surface insights in order for marketers to deliver and automate a personalized journey based on customer behavior and preferences to improve overall efficiency and drive growth. Lytics enables some of the most innovative brands including Nestlé Purina, The Economist, AEG, Atlassian, Heineken, and Yamaha.

Lunch Presentation: Listen Up, Marketers! Analytics Should Be Your New Metrics

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    Marketing Solutions

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Overview

Operational metrics, like opens and clicks, help marketers assess the performance of one-off and on-going campaigns. But by their very nature, metrics look at past performance. Worst of all, they provide minimal insight into what actually drove performance. This session is a call to arms to urge marketers to increase their focus on the use of analytics. Analytics, not metrics, can be used to uncover performance anomalies and struggles, enabling marketers to understand why content and campaigns either under- or over-perform.

There are many analytics tools that help marketers improve customer experience and increase engagement, conversion and ROI. We'll cover how to initiate your marketing analytics journey and bring to life the opportunities for improved performance with several examples and use cases including the analysis of form and cart abandonment, journey paths, customer engagement, web and search behavior, and heat maps.


Sponsor

Acoustic (formerly IBM Watson Marketing and Commerce) is the world’s leading independent marketing cloud. We dedicate all of our efforts to making marketers more successful. Acoustic serves an international client base of more than 3,500 brands, providing digital marketing, marketing analytics, customer experiences, content management, personalization and mobile.

Learn more at: acoustic.co

Speakers

Loren McDonald

Program Director, Marketing Research, Acoustic

Ensighten - TBA

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    Marketing Solutions

Presented by:

Overview

TBA

Sponsor

Ensighten is a global cybersecurity leader, offering next generation client-side protection against data loss, journey hijacking and intrusion. Through the Ensighten solution, organizations can access privacy risk and stop unauthorized leakage or theft of data, as well as complying with the CCPA, GDPR and other data privacy regulations. Ensighten’s MarSecTM platform protects some of the largest brands in the world from data leakage, whilst ensuring maximum web page performance.

Build Real-Time Relationships By Unifying Your Customer's Touch Points Across Channels

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    Marketing Solutions

Presented by:

Overview

With a wide array of marketing and analytics tools available, it has never been more possible to create customer-first experiences. These experiences require that you truly understand, engage, and delight your customers, and even a short delay or personalization failure can make or break the customer journey. This ultimate sweet spot-right message, right person, right time-requires access to the most accurate and up-to-date customer data.

But real-time personalized experiences are no longer enough to foster healthy customer relationships. You also need to make sure you're respecting your customers' privacy-not only because of the changing regulatory environment but also because your customers expect to be treated with respect. We agree. This session will share the best practices across 20,000 Segment customers to power consistent and meaningful customer interactions across each tool in your stack.


Sponsor

Segment is the customer data platform that developers and analysts love because of its elegant APIs and extensive partner ecosystem. As the single point of data collection and distribution, Segment puts customer data to work across hundreds of marketing and analytics applications. Segment is trusted by thousands of companies, including Atlassian, Bonobos, Instacart, Intuit and OpenTable. For more information visit segment.com.

Speakers

Madelyn Mullen

Product Marketing Lead, Enterprise , Segment
2:00-2:40

How Tech-Enabled SLAs Foster Positive Collaboration Across Marketing, Sales, And Service

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    Marketing Operations

Overview

Picture this: You're a marketing professional who owns performance and KPIs on your team. You've been prepping for that end-of-month/quarter meeting with sales and service and not all performance is "up and to the right." This exercise feels more like preparing for battle than collaborating with teammates. Sound familiar? It doesn't have to be this way.

In the new world, we're a team... and we need to act like one. Why not build out our KPIs and dashboards together? Ops teams are more than just the simple KPIs that transfer from department to department -- and we need to create a collective understanding of how we achieve these key results, together. Similarly, modern Ops is not a "set it and forget it" role. As a team, we must always be willing to make strategic adjustments to find the line of best fit to meet our company-wide objectives.

In this session, you will learn:

  • How to construct a good tech-enabled service level agreement (SLA) with the right sources of truth
  • How to set up effective tech-enabled SLAs between marketing, sales, and customer success
  • How you can use these SLAs to constantly evaluate and evolve results-driven goals across your organization

Speakers

Matt Desilet

Senior Marketing Manager, Lola.com,

Second Party Data: What It Is, How It Works, And Why You Need It

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    Marketing Data

Overview

As privacy rules reduce access to third party data, marketers need other ways to acquire customers. Second party data can help fill the gap.

In this session, David reveals opportunities for making the most of second party data and best practices for doing so.

You will learn:

  • What second party data is and how it's created
  • Why second party data is important
  • Typical use cases, including joint promotion, lookalike models, file enhancement, and more
  • Practical tips on match methods, security and privacy, and how to avoid being creepy

Speakers

David Raab

Principal, Raab & Associates

Efficient And Unified Enterprise Workflow To Enable Marketing

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    Marketing Technology

Overview

Consistency and scale are two critical principles for any organization going to market in a predictable manner. With most enterprises being matrixed across specialization functions, vertical customer models, and global execution, it's difficult to coordinate marketing production, planning, and tracking efficiently. Without standardized orchestration, teams often use disparate point solutions to collaborate, resulting in disconnected processes riddled with manual hand-offs. A collection of tools with no integration means doubling -- sometimes tripling -- manual efforts needed to support the organization.

Thomson Reuters is transforming disparate marketing functions into a connected ecosystem, enabling teams to more easily collaborate through a cohesive experience that drives growth at scale and delivers transparency through accurate reporting. Marketing agility is enabled by establishing one operating model with one centralized operations hub (as a platform) that spans connected workflows, end-to-end tracking, and integrated content development.

In this session, you will learn:

  • How to create orchestration between demand gen, marketing automation, web production, creative, and content teams for 400+ users across three business segments
  • How to build a thoughtful Marketing Resource Management (MRM) and workflow stack as a shared space for teams to collaborate in with single points of data entry
  • How to enable scale and agility with a balance of functional autonomy, automation, and integrating operational technologies
  • How to drive adoption and establish governance of one operating model powered by a strategic martech stack

Speakers

Steve Scotkin

Senior Director, Marketing Technology, Thomson Reuters

Conversational Marketing Orchestration: How To Humanize The Digital CX

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    Marketing Orchestration

Overview

Regardless of what language we speak, or what customs or culture we practice, conversations and music have a common pattern of engagement. Just as a master arranger or conductor is able to bring multiple players and instruments together in harmony to produce beautiful music, a master "CMO" (Conversational Marketing Orchestrator) can create engaging digital conversations with customers through the orchestration of people, processes, and tools.

Of course, once we compose these conversations and put them out into the world, they call for a collective effort to listen and respond in near real-time... think of the improvisational jazz performance where each performer is listening and responding with practiced agility. Thus, the "CMO" is also a Conversational Marketing Optimizer.

In this session, you will learn:

  • How global firms are using universal conversational marketing principles to increase ROI
  • How to implement, test, and optimize conversational experiences in complex environments
  • How to utilize your technology and human resources stacks more effectively
  • How to simultaneously enhance your brand and performance marketing outcomes

Speakers

Jeff Eckman

CEO, Blue Green Brands, BGC,

Rinoti Amin

Director of Growth, Engagement & Retention, Malwarebytes

Arm Treasure Data - TBA

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    Marketing Solutions

Presented by:

Overview

Coming soon.

Sponsor

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

Why Real-Time Really Matters

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    Marketing Solutions

Presented by:

Overview

Staying relevant is harder than ever. Decades of irrelevant messages have driven consumers to disengage — we've trained them to ignore us, and question the value of our outreach. CX pros have helped companies atone for previous sins, bringing the concept of "relevance" front-and-center - but how relevant can you be, making decisions with stale data? Just a few minutes of lag time is a lifetime… the market moves too fast, and customers quickly move on.

In this session, we'll discuss Why Real-Time Really Matters, and explore how truly disruptive companies are raising the bar for customer experience, right now — leveraging AI to power millions of decisions per day, for hundreds of thousands of customers, across dozens of channels, all in less than 200 milliseconds.

Key Takeaways

  • How do real-time decisions improve the CX?
  • What do real-time experiences feel like, to the customer?
  • How do companies shift from selling, to serving, to retaining — in seconds?
  • Which use-cases are the best-fits? What data do you need?
  • What are the potential benefits of a real-time approach?

Sponsor

With Pega you engage customers 1:1 across inbound, outbound, owned, and paid channels to maximize Customer Lifetime Value. Our AI analyzes each individual and delivers a relevant Next-Best-Action in real-time - balancing what’s best for the customer, with what’s best for your business. Our solution’s hyper-personalization capabilities combine predictive analytics, machine learning, complex event processing, performance simulation, and decision management, to help generate a 10-1 ROI.

Speakers

Andrew LeClair

Product Marketing Manager, Decision Sciences, Pegasystems

Matt Nolan

Sr. Director of Product Marketing, Decision Sciences, Pegasystems

2:40-3:10

Break

3:10-3:50

Platform, Processes, Or People? How To Diagnose And Heal Your Martech Pain

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    Marketing Operations

Overview

When marketing technology fails to deliver ROI, management frequently blames the technology or platform. Too often, the "answer" is a replacement approach, without understanding the cause of dissatisfaction. This leads to a recreation of the same mess in a new, and oftentimes, more expensive tool. That's your budget... down the drain.

In this talk, Sara will help you:

  • Diagnose pain points with your technology platforms and how to evaluate martech vendors against them
  • Recognize root causes that are more a function of people and process with advice for how to address them
  • Best practices for structuring a cohesive revenue operations organization for long-term success

Speakers

Sara McNamara

Senior Marketing Operations Manager, Cloudera,

The Data Framework: How To Create A Data Strategy For A Global Marketing Organization

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    Marketing Data

Overview

Marketing's mandate is growth. Yet there is no magic answer to suddenly increase marketing's impact on the business. However, there is one area the best marketing organizations in the world triple down on to be successful, and that's data.

Teresa and Sam have dedicated their careers to knowing how to measure data effectively. Now they're on a mission to show you the importance of having a data strategy, and the steps every marketing organization needs to take to create a system that leads to optimized resources, maximized results, better decision making, and ultimately, positions marketing efforts as an asset for the organization.

In this session, you will learn:

  • How to work backwards from the ideal reporting and measurement result to develop a data model that will deliver impactful insights for a global marketing organization
  • How to ensure the data collected is clean, connected, and actionable
  • How to find the right balance of automation, efficiency, and accuracy in creating a strategy
  • Key steps to take while developing a plan for activating and enabling the data that is valuable for all stakeholders

Speakers

Sam Melnick

VP, Market Insights and Growth, Allocadia,

Teresa Joy

VP Marketing Technology and Operations, Autodesk

Privacy, Security, Prison - Pick Two

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    Marketing Technology

Overview

TBA

Speakers

Dan McGaw

CEO, Effin Amazing,

Driving Sales Performance With A State-Of-The-Art Data & Tech Orchestration Strategy

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    Marketing Orchestration

Overview

If you feel overwhelmed (or underwhelmed!) by how your organization is using marketing technology, then this session is for you.

Paul will share Extreme Networks' journey of creating a global, cross-functional initiative to orchestrate marketing and sales systems into a unified go-to-market engine.

Using state-of-the-art tools to drive demand, enrich data, identify intent signals and more, the company built a customer data platform capable of driving true organizational alignment, boosting conversion rates and accelerating pipeline and revenue.

In this session, you will learn:

  • How to develop an account intelligence framework that will inform their data collection
  • How to optimize your martech stack around a unified central data platform
  • How to deliver small but frequent wins using an agile marketing mindset
  • How to partner with and gain respect from sales, channel, marketing, product and executive teams

Speakers

Paul Green

Director, Marketing Technologies, Extreme Networks

Building A Martech Stack From Scratch — And How We Are Doing It

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    Marketing Solutions

Presented by:

Overview

Building a marketing technology stack for your organization can be an overwhelming initiative — especially when you design, develop and stand-up your stack from scratch. The need for greater integration across marketing technologies and data sources, and alignment with sales and other departments is more important than ever. Getting your Martech stack right is critical to successfully achieving your marketing and overall business goals.

As you prepare for how your organization will succeed in 2020 and beyond, alignment of your marketing technology plans with your actual marketing and business is paramount. Join this session to learn:

  • The right approach to assessing, designing, building and standing-up a Martech stack
  • How the Acoustic marketing team built its stack from scratch
  • How Acoustic is using its own technology to drive marketing success
  • How to use a Martech stack buildout checklist

Sponsor

Acoustic (formerly IBM Watson Marketing and Commerce) is the world’s leading independent marketing cloud. We dedicate all of our efforts to making marketers more successful. Acoustic serves an international client base of more than 3,500 brands, providing digital marketing, marketing analytics, customer experiences, content management, personalization and mobile.

Learn more at: acoustic.co

Speakers

David Miller

Global Product Marketing, Acoustic

Building An Omnichannel Customer View: How One Retailer Levels The Playing Field With Amazon

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    Marketing Solutions

Presented by:

Overview

Like many brands, Planet Blue - an apparel retailer with ecommerce and brick-and-mortar stores - must find innovative ways to engage and influence customers across channels to compete with retail giants 100x their size.

In this session, Planet Blue SVP of Marketing and Digital Commerce, Dan Brewster, discusses how and why he implemented a customer data platform (CDP) to build an omnichannel view of the customer that combines the power of online behavioral data, POS data, and predictive LTV (lifetime value) modeling to create more value for the brick-and-mortar side of the business - all without the help of additional business intelligence professionals, data scientists, or analysts.

In this session, you'll learn:

  • How brands with limited budget, time, and resources stay competitive with retail giants
  • How to derive valuable changes to your business practices - like understanding which brands to stock in specific retail locations - from first-party customer data
  • How to take advantage of lessons learned when implementing and utilizing a CDP to unify your data across a bespoke marketing technology stack

Sponsor

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

Speakers

Dan Brewster

SVP of Marketing & Digital Commerce, Planet Blue

3:50-4:20

Break

4:20-5:00

The Distracted Customer: How To Connect The Dots Between Martech, Marketing Operations And Customer Distractions

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    Keynote

Overview

Every day, your customer lives a digital ritual of sharing and consuming web, mobile, and social content for both work and play. The cycle is proving to be both productive and disruptive.

Without empathy - real empathy - marketers are only adding to the chaos. When customers are open to input on their next purchase, marketers have a real opportunity to deliver something truly special: Genuinely helpful assistance. But what does that look like?

Attend Brian's keynote for:

  • What a day in the life of modern customers looks like
  • The crucial missing element to "right time, right place, right message"
  • How AI and machine learning can humanize engagement and improve customer experiences
  • Best practices for interpreting and delivering relevant messaging

Speakers

Brian Solis

Author, @BrianSolis,