Today's world is in the thick of what is commonly termed "digital transformation" and marketing departments are no exception. Marketers everywhere are learning to adjust to an increasingly digital market that moves at a more rapid pace than ever before. But digitization isn't just changing consumers, it's changing how businesses respond to and interact with consumers, which in turn, is changing the very nature of how marketers manage their work. Digitization is at the core of the modern workplace, and marketing teams are under pressure to evolve to meet these changes or risk losing their competitive edge.
Join Workfront Director of Solutions Marketing, Brent Bird and Patrick Haywood, Senior Manager, Marketing Operations of Plantronics, as they discuss digital transformation trends and how they're affecting marketing, as well as to learn:
How you can benefit from digitization and automation
How you can combat common work management problems caused by digitization
How you can evolve the way you work to fit the modern workplace
How you can be strategic in leading your marketing team's digital transformation
Workfront is the enterprise platform for modern work management designed to help creative and technical teams unleash their value by focusing on the right work, doing their best work, and delivering that work faster than ever before.
Easily integrate tools, teams, and your entire enterprise in a single, cross-functional system so you can successfully tackle digital transformation initiatives. Collaborate with distributed teams, manage assets, and get visibility into every aspect of your workflow through a modern, agile and connected platform. See why over 200,000 knowledge workers at organizations like Starbucks, Cisco, Facebook and Prudential trust Workfront as their operational system of record at www.workfront.com
Managing digital transformation in a fast moving, complex and distributed environment is hugely challenging. Over the past 18 months, The New York Times has been on an aggressive path to rationalize their current marketing technology environment and establish a core infrastructure that will underpin all digital initiatives across the company.
In this fireside chat, Madeline will share her first-hand from-the-trenches account of the process, vendor choices, challenges faced and progress achieved from her experience at The New York Times, Oppenheimer, and American Express. We'll discuss:
- Tips for getting started when everyone is already running at 100 mph
- How to get organizational buy-in
- How to prioritize platform initiatives
- How to manage unexpected challenges
With GDPR going into effect and with growing media and government attention being paid to hacked data, privacy and security issues threaten to be one of the biggest disruptions to marketing in the year ahead. This is not just an IT problem. It is now a significant factor in customer experience and brand reputation that you can't afford to ignore.
In this candid fireside chat, Holly and Scott will discuss what the real risks are and how you can take steps to mitigate them. Topics covered will include: auditing your martech stack, implementing privacy requirements as customer features, collaborating with a cross-organizational security team, and balancing good security practices with the drive for constant innovation and experimentation.
How well do we know our customers? Are we interpreting the right signals or reading tea leaves? The value that marketing adds is in engaging with customers throughout their buying journeys.
VMware marketing is breaking the model, from acquiring leads to supporting overall account health, using new insights to better target accounts and new metrics to measure impact.
Robin will share VMware's customer-centric strategy and divulge secrets to winning over the sales team by giving them a competitive edge. You'll walk away from this session with tips you can use on your own journey.
- Hear lessons learned on establishing an engagement measurement approach
- Understand how to create a simple measurement scorecard to map engagement
- Receive tips on engaging the sales team and having more valuable conversations with them
It's often unrealistic to select a single marketing technology vendor expecting they will solve all your needs. Wether it's to harness "best-in-class" capabilities or to leverage prior investments that are too costly or time-intensive to swap out, the need to turn a disconnected set of tools into a connected digital marketing ecosystem is an enterprise priority.
Aetna's focus on member engagement -- providing a cohesive, consistent and personalized member experience across marketing, sales and service for all member touch points (digital, print and phone) -- drove the need to look at how we integrate across organizational and technological boundaries.
This session will share what Aetna's martech journey has been and provide lessons learned in connecting systems, data and disparate teams across the organization, including:
- large-scale systems integration.
- data integrity (whether central or disparate, it has to be instantaneously available, current and standardized).
- development and rollout of new processes and operating model.
- change management in evolving an enterprise stack.
Marketing budgets are tighter than ever, and marketers are realizing they can't afford to make decisions without data. Realizing this, what are the steps you can take to become a data-driven marketer?
Lissa will dive into the 5 must-haves for marketers who are ready to treat data as a valuable asset. No plan can exist without goals, so Lissa will kick-off the session with questions marketers can ask themselves and their teams to identify a clear focus. You'll also learn how to choose the right types of attribution for your team, how to build and scale proper tagging procedures and how to bring all of this tracking into your team's workflow.
You'll leave this session with clear steps to set up or improve your own marketing analytics including:
- Understanding your marketing team's focus and goals.
- Determining which attribution model will help get deeper engagement from existing leads.
- Learning to trust your data and creating a scalable process that all of your marketing team can participate in.
- Helping the people on your team focus on what they need to do in order to support the business goal at hand.
- Determining how to prioritize projects with solid reasoning backed by data.
Most AI today is used to uncover individual needs and preferences. Facebook predicts what ads you are likely to click on, Google suggests what you might be searching for, Netflix tells you what other shows you might like to watch.
But what if you could forecast a market trend or an entire population's behavior? What if you could simulate how people are likely to respond to a marketing campaign, new product, or creative message? And what if you could use this to predict a marketing campaign's effectiveness and business results before you spent a dollar?
We call this capability human behavior forecasting. Unlocking it requires breakthroughs in marketing, technology, and management.
In this session, we'll talk about:
- Who's already forecasting human behavior
- How it is transforming organizations by finding new growth opportunities, optimizing spends, and creating more integrated planning processes
- The science that makes human behavior forecasting possible today
Join Brightcove, HapYak and The Home Depot in this case study session and learn how The Home Depot achieved never-before possible granularity and behavioral data on more than 12 million total video viewing sessions over a six-week period. See how The Home Depot's commerce team applied this data to capture viewer sentiment, measure video effectiveness, and adjust their video strategy based on data.
The world’s most innovative and respected brands confidently rely on Brightcove to solve their most demanding video communications challenges because of the unmatched performance and flexibility of our platform, our global scale and reliability, and our award-winning service. Brightcove is an industry-leading suite of cloud video products.
Smart marketers have always known they need to work with data. But with dozens of channels and endless marketing tools, many of us feel more like data analysts than creative marketers. Join Henrietta Akpata, IBM Watson Customer Engagement Product Marketing-Program Director, as she explores new and exciting ways that AI is clearing our schedules, and letting us get back to marketing.
We now live in a world where your customer and prospects demand seamless, effortless experiences. Join Yannick Germain, CEO & founder of germain APM to learn how innovative marketers are deploying new tools to deliver user experiences that drive up conversion rates and minimize customer churn. You'll learn how a five-year old startup with clients including AA, eBay, GEH, Pepsi, SKY TV, UHC and Volvo boosted these brands CX, PX, and UX, while improving business processes and optimizing marketing efforts.
germain APM is a real-time analytics platform (onpremise or cloud) that provides actionable insights about User, Customer, Prospect experience, and bridges the gaps between business and technologies issues. germain started off in 2012 as an Application Performance Monitoring technology platform. eBay was germain APM's first client and has been ever since. American Airlines, General Electric, Pepsi, SKY TV, Tele2, United Healthcare, Volvo (and a few small and mid-sized companies) have been relying on germain APM 24x7 to help understand and improve Prospect Conversion, Customer Retention, User Adoption. germain APM is a “data” platform that can be configured to collect, correlate and visualize any data, in real-time, from and across any technologies, germain APM provides predictive analytics and more. germain APM can be rented between $29 and $5k/month and unlimited support (from top engineers and data scientists) is provided at no additional charge.
We are a bootstrapped startup that is now profitable, growing and 100% funded by its Clients which we thank and cherish everyday!>
Most marketing automation and CRM solutions and best practices were developed in B2B for a sales-led model: marketing generates leads and then provides enablement support for salespeople. But in a digitally-driven world, more products and services are being sold directly to buyers, where product and digital marketing are fused together.
In this special panel, three leading companies who leverage martech in product-led growth strategies - Airbnb, Evernote, and DigitalOcean - will describe the challenges, methods, technology, and management approaches that they've implemented. Reflecting on their experiences, they'll offer contrasting points of view on product-led vs. sales-led marketing strategy and operations.
This session will cover:
- challenges and opportunities for product-centric organizations.
- B2B and B2C models - differences, similarities, and blurred lines.
- aligning to market, and keeping the customer at the center.
Get beyond the hype of blockchain and cryptocurrencies and learn how the marketer of the future will leverage new tools and technologies to deliver results and clear ROI.
With stories from the trenches of the crypto revolution, Jeremy will help you will navigate and understand the unique capabilities that blockchain technology offers modern marketers, opening up new ways to organize and execute marketing functions that bring you to your customers and partners and deliver value more efficiently across your ecosystem.
The session will include a review of the Blockchain MarTech Landscape and key takeaways for marketers looking to prepare to be relevant in a blockchain world -- including how crypto-tokens enable new kinds of value creation in marketing and how AI plays a starring role.
Should your business become a "platform?" Many of the leading digital natives, such as Spotify, Airbnb, Uber, Netflix, and Amazon are thriving because of their own platform business models. They can quickly and easily scale interactions and improve experiences between producers and consumers, creating value for both -- and themselves in the middle -- by facilitating matchmaking and efficient exchange of services or products. But these dynamics don't have to be limited to those digital giants. Many smart businesses are starting to take advantage of their data and ecosystems to create a platform in their market -- and to do so before a competitor does. This session will provide a framework for evaluating your platform opportunities and a roadmap for how to pursue them:
- Understand the trends that will drive business tomorrow.
- See how "platform businesses" are driven by "business platforms."
- Learn the key steps along the path to becoming platformed.
- Hear examples of businesses taking a platform-first approach to martech.
In 2017, Millennials surpassed Baby Boomers to become the largest living generation. As they move into their prime spending years, Millennials are poised to completely reshape the global economy. So, how can you tap into this enormous revenue potential? The key to this $200 billion opportunity is building an effective social strategy that includes the right influencers.
To continue to see success in 2018, marketers will need to move away from one-off tactics to on-going relationships between brands and influencers. In this session, learn how ELLE has mobilized their most passionate millennial readers to drive in-store traffic, digital brand awareness, and user-generated social content for some of their largest advertising partners.
ELLE is the world's largest fashion magazine, boasting 46 international editions in more than 60 countries. With a social following of more than 19 million members across multiple social channels and an innovative branded community of 16,000+ members, ELLE is deepening its relationships with its most trusted advisors (its readers) and brand partners through their online community.
Advances in artificial intelligence and consumer adoption of messaging are fulfilling marketers' dream of having personalized, one-on-one conversations with their customers.
As the industry pioneer in digital transformation and the biggest beauty company in the world, L'Oréal recognized a huge opportunity and partnered with Automat in April 2017 to launch an innovative messaging chatbot for Facebook Messenger called Beauty Gifter.
Attend this session and learn:
- how "conversational marketing" can help brands to get to know their customers as individuals and foster ongoing relationships.
- what works well, and what doesn't, when consumers interact with conversational marketing applications
- KPIs and results achieved building the first multibrand advisor bot.
- The AI capabilities needed to succeed in conversational marketing.
Financial planners advise us to diversify our investments to safeguard against market volatility. In computer science, the "separation of concerns" simplifies design and maintenance of applications. Biologists understand that genetic diversity can lead to more healthy and vigorous offspring.
In the world of martech, we've been seduced by the promise of a singular solution that consolidates the dizzying array of tools available to us. We are often forced to choose between the advantages of diversification and the dream of unified data, optimization and reporting that marketing clouds promise.
In this presentation, Tony makes the case for a diversified approach to marketing technology. You'll leave with an appreciation of the range of options available and their ability to integrate your siloed teams and data.
The marketing world is in the middle of five major disruptions that are reshaping the profession of marketing as we know it:
1. Digital Transformation
2. Microservices & APIs
3. Vertical Competition
4. Digital Everything
5. Artificial Intelligence
These trends are dramatically altering the digital landscape in which business operate, changing how brands function internally as well as how they engage with their customers.
Attend this session to learn about:
- Cross-organizational governance for marketing as customer experience
- Distributing innovation with citizen developers, analysts, and integrators
- Marketing operations and technology management in a "post-platform" world
- Risks of "vertical competition" from walled gardens, ISPs, and governments
- Conversational interfaces as the most promising new digital touchpoints
- What the real threats are with AI - and how to mitigate them
Content is everywhere: from websites and mobile apps, to social networks to in-store experiences. Most organizations focus on the best ways to deliver content. But to truly unlock the power of content, there's a whole host of behind-the-scenes work that needs to get done. Join Aprimo's Anjali Yakkundi and Meyer's Amber Penland for an interactive session to learn:
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.
At Red Hat, as at many organizations, data is plentiful… but turning insights into actions remains difficult. That's why the company is developing a "Next Best Action" framework for presenting intelligence to marketers in a way that answers common questions such as:
- What are the patterns of marketing activities that influenced pipeline for a specific product?
- In what cities should I hold events, based on where we have interest in our products?
- If a prospect attended an event, what offer should they receive next?
In this session, you will learn how Red Hat is integrating and transforming internal and external data and using it as knowledge to help marketers answer common questions. You'll also learn how to apply the framework and give marketers guidance on how they should prioritize their actions -- even daily activities -- based on timely notifications.
Content is where experience begins, but it is also the bottleneck for brands looking to create a more impactful and performant experience. Percolate CTO and co-founder, Noah Brier, will walk the audience through ways to orchestrate a better experience and clear the content bottleneck.
Percolate is the leading Content Marketing Platform for the enterprise. Percolate offers solutions to introduce visibility into the marketing process, improve coordination of work, and effectively build marketing campaigns and content. The world’s largest brands - including Mastercard, Cisco, Cigna, Electronic Arts, and Bosch - use Percolate to create a coordinated customer experience, reduce production costs, and understand marketing impact. Visit www.percolate.com for more information on The System of Record for Marketing®.
Over the coming months, we will see a significant increase in the amount of media attention to the topics of AI + AR, specifically, computer-vision-enhanced experiences. This session, based on proprietary research, details the rapidly-approaching evolution of experience through technology that empowers, intelligent systems that enhance and the convergence of physical and digital heading toward synthetic reality.
Attend this session for:
- a look at how technology that empowers consumers, such as a camera as a platform, is changing how we interface and interact with technology.
- an exploration of intelligent systems from conversational experiences, machine and deep learning and the topic of intelligence augmentation.
- an overview of computer vision and the role of location data + augmented reality on redefining the world through the lens of Gen Z.
- implications for marketers as we evolve from consumer-centric marketing to system-based marketing through algorithms.
We marketers tend to buy technology based on aspiration. Rather than buying what we need, we acquire and implement systems rich with functionality we'll probably never use. Often, there's widespread frustration at the gap between reality on the ground and the ambition, which leads to disenchantment with the tools and projects at all levels.
Also, marketing team budgets are typically increased only AFTER they've already demonstrated significant success to the C-suite. That makes it necessary to achieve success with a modest tech stack and existing staff. By being creative, marketers can squeeze innovation out of their existing tools and resources and build momentum to jump-start all kinds of other marketing initiatives in the process.
Join our panel of martech leaders who have been pragmatically creative with constraints. You will learn to:
- identify opportunities to innovate with tools already in your stack.
- deploy talent in creative ways.
- establish a baseline for measurement, even if it's not perfect.
- use your success in small projects to build momentum for bigger initiatives.
The traditional retail sales model has been forever disrupted by today's digital shoppers who move fluidly from channel to channel and are most loyal to brand experiences rather than brands themselves. This is especially true for Paige - a Los Angeles based high-end lifestyle clothing brand that sells both online as well as in high-end shops including Bergdorf Goodman and Harvey Nichols.
A lot has changed since Paige launched its flagship denim pieces in 2005 - particularly their customers' desire for an immersive brand experience both online and off. To meet the needs of their fashion-forward clientele, Paige turned to the technology of commercetools and BloomReach with a goal of creating a modern, omni-channel organization that could deliver a personalized, dynamic customer experience. Attend this session to learn:
- How a modern content + commerce strategy helps Paige deliver better experiences
- Why modern commerce technology improves agility
- Why better technology helps digital marketers, and IT deliver more for the business
commercetools is a next-generation software technology company that offers a true cloud commerce platform, providing the building blocks for the new digital commerce age. Our leading-edge API approach helps retailers create brand value by empowering commerce teams to design unique and engaging digital commerce experiences everywhere – today and in the future. Our agile, componentized architecture improves profitability by significantly reducing development time and resources required to migrate to modern commerce technology and meet new customer demands.
The innovative platform design enables commerce possibilities for the future by offering the option to either use the platform's entire set of features or deploy individual services, á la carte over time. This state-of-the-art architecture is the perfect starting point for customized microservices, enabling retailers to significantly reduce time-to-market for innovative commerce functionalities.
Visit www.commercetools.com for more information.
BloomReach is a Silicon Valley firm that brings businesses the first open and intelligent Digital Experience Platform. BloomReach drives customer experience to accelerate the path to conversion, increase revenue, and build customer loyalty.
Join Sunil Bhaskaran, Founder of the Global Meetup Mastermind, and Mike Hayes, a former NBC producer, for a dynamic session exploring a unique methodology to attract live audiences with live streams. Discover how to channel your content and your promotions to radio and how to get Google to love what you do on all of these platforms.
Sunil and Mike will specifically examine:
- How Meetup can build both offline and online audiences... if used correctly
- How radio and digital media can work well with Meetup to build engagement and active audiences
- Affordable and workable tactics for small businesses
- Actionable tactics to help you get started on your strategies
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.
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.
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.
Yet there are many different ways to build a MarTech "stack"...just look at the impressive results of the MarTech Stackies Awards contest at this show!
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!
Learn how data-driven marketers are succeeding through the sophisticated use of customer data. As the age of disruption continues to decimate companies and turn entire industries on their head, the gap between the data haves and have-nots increases and a few behemoths extend their dominance while most companies struggle to compete. Join Treasure Data, the only enterprise Customer Data Platform, as we share unpublished CMO research in partnership with Forbes and explore repeatable marketing success stories from Wish.com and Subaru.
The Treasure Data Customer Data Platform (CDP) helps you harness and analyze the information you need to create a data-driven enterprise. We bring all your data together for a single, actionable view of your customer. Only Treasure Data CDP handles the scale, security, and complexity required by a global enterprise in a way that empowers business decision-makers to deliver a superior customer experience and creates a unique competitive advantage. We empower you to better know your customers, engage in meaningful ways along the entire customer journey, measure your success and grow your business.
There's nothing worse than content that doesn't offer a ROI. Having a voice in the ever-expanding B2B content universe can be frustrating in and of itself, and more so hoping to generate quantifiable results. Become a demand generation champion amongst your sales organization and learn how NetLine customers build successful lead generation programs with content, no matter their company size, by leveraging the largest B2B Content Syndication Lead Generation network.
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.
Solution: Real-World B2B Personalization Examples
Challenge: Improved results of account-based marketing (ABM) program through website personalization
Nearly 9 out of 10 marketers (88%) say their customers expect personalized, digital experiences. Fortunately, these days, marketers can deliver personalization at the individual and account level...in real time and without relying on IT. Join Rebecah Wiegardt, Account-Based Marketing Manager at B2B video software provider GoAnimate, who will explore real-world examples of how they are applying website personalization to better engage and convert their target prospects. In this session, you'll learn why personalization has become so important, how to harness behavioral data to deliver relevant, individualized experiences "in-the-moment," and how to improve your demand generation and ABM efforts.
Only Evergage's real-time personalization platform delivers The Power of 1, enabling digital marketers to transform the dream of 1:1 customer engagement across channels into reality.
Combining in-depth behavioral analytics, a full customer data platform and advanced machine learning, Evergage provides the one platform you need to systematically understand and interact with each person that visits your site or uses your app - one at a time, "in the moment" and at scale - to deliver a maximally relevant, individualized experience. Evergage has delivered personalized experiences to more than 2 billion web visitors and users of over 150 organizations, including Lenovo, Endurance International Group, Intuit, Publishers Clearing House, Rue La La, Zumiez and more.
Enthusem automates hyper-personalized direct mail as part of a marketing automation workflow.
SnackNation is a subscription service that provides healthy snacks for the workplace. They wanted to offer a physical, personal sample snack box to each of their prospects, however execution was cost prohibitive. SnackNation leveraged Enthusem's hyper-personalized direct mail that looked like a personal snack box with the recipient's headshot on it. The mailer led to a personal video online with a call to action to register for a free snackbox. Responses were pushed to SnackNation's sales reps so they could follow up instantly. The entire process from the triggering of mailers at the right time, generating the hyper-personalized mailer and triggering response notifications was integrated with SalesForce, making it very easy to scale, manage and track. This campaign also won an AMA Marketer of the Year Award!
We used a unique, trackable code on each mailer to track response rates which averaged 11% for this campaign.
Stakeholders included Andy Mackenson, Co-Founder & CMO and Emil Shour, Content Manager.
Enthusem, by Prospect Smarter, is an offline to online marketing tool that automates direct mail personalized at scale and integrates with the most popular marketing automation and CRM systems, including HubSpot, Salesforce, SharpSpring, SugarCRM and Velocify.
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.
Consent and compliance? Articles and recitals? These aren't typical topics of discussion for most marketers. But with the EU's General Data Protection Regulation (GDPR) enforcement date looming, marketers are leaning heavily on privacy professionals to ensure they understand how to legally communicate with customers and prospects. Join us as we walk you through a GDPR roadmap and action plan for your marketing team.
OneTrust is the global leader in privacy management and marketing compliance software. More than 1,500 customers, including 200 of the Global 2,000, use OneTrust to comply with data privacy regulations across sectors and jurisdictions, including the EU GDPR, ePrivacy (Cookie Law) and the California Consumer Privacy Act. The software, available in 50+ languages, is backed by over 20 awarded patents and can be deployed in an EU cloud or on-premise. The comprehensive platform is based on a combination of intelligent scanning, regulator guidance-based questionnaires, automated workflows and developer plugins used together to automatically generate the record keeping required for an organisation to demonstrate compliance to regulators and auditors.
Advertisers continue to be frustrated in their quest to reach the right consumers, at the right time, with the right offers that lead to sales. And despite a plethora of data, less than a quarter of brands can actually deliver on the personalized experiences that consumers demand. Advertising and marketing technology must move past over-hyped promises and begin to deliver on the challenges that advertisers have. In this session, Pehr Luedke will discuss:
Valassis Digital is a leading digital marketing intelligence company, providing a best-in-class data management platform and online and offline targeting capabilities that fuels superior display advertising and expanded media offerings, such as in-store campaign solutions, for advertising clients. Through proprietary technology, Valassis Digital creates meaningful marketing and advertising impact for businesses – from planning, delivery, and attribution. Valassis Digital taps into meaningful, actionable insights that drive better campaign performance.
Artificial Intelligence (AI) has crossed the line separating science fiction from practical reality. In order to disrupt rather than be disrupted, you need to leverage AI to transform your marketing and sales. Successful companies use AI to optimize customer journeys, identify sales opportunities, retain great clients, and provide high levels of service. In this session, learn how to create an AI strategy, the best practices, and the top AI tools to drive growth and revenue for marketers.
- Learn to separate AI marketing facts from fiction
- Learn the applications of AI in marketing today
- How the key criteria to evaluating AI technology vendors
The savviest marketers don't push decision making on the newest innovations in technology, big data, and AI to the front line - they make big bets on developing data science and data engineering capabilities to enable a new frontier of growth.
Join McKinsey partner Jason Heller to hear about how the most successful marketers are building customer data platforms with petabytes of data signals and machine learning models to create value across the customer lifecycle. This is the backbone of the modern marketing infrastructure.
Learn about how to get the most out of the AI powered black box platforms that are already part of your stack. How to ensure that you have the right talent to take on this next frontier of marketing growth, the operating model implications, and what it takes to create the business case to get started.
The combination of low-code/no-code platforms, digital transformation mandates, and the ongoing evolution of agile management methodologies is a perfect storm for empowering marketing operations staff, power users, and - in some very interesting cases - even customers and partners to tailor marketing's "digital operating system" to their needs.
In this session, you'll learn from several of the pioneers who are enabling this revolution and hone in on how you can harness the power of citizen technologies in your organization. Questions we'll answer will include:
- Who are these "citizens" and what skills and motivations do they have?
- How do citizen platforms fit into a broader marketing stack you've already invested in?
- What are the scenarios where marketing "citizens" have the most impact?
- What are the opportunities to empower "citizen" customers and partners?
- What are the risks of engaging "citizens" and how do you mitigate them?
Venture Investor Len Jordan brings dynamic CMOs from T-Mobile and MOD Pizza on stage, two consumer companies building brand in the physical and digital worlds. In this fireside chat, you'll hear firsthand how to optimize your brand across channels, drive customer retention and perfect product launches in a competitive, dynamic omnichannel environment.
You'll also gain insights into:
- what technologies you can leverage to enhance multichannel customer relationships and experiences
-how consumer engagement differs across generations
-surprising innovations in consumer marketing vs. the most overhyped