April 15-17, 2020 | SAN JOSE CONVENTION CENTER | SAN JOSE, CA

MarTech® West 2020 Agenda

Check out the agenda below! Stay tuned for additional sessions from market-defining vendors including ARM Treasure Data, Merkle, Magnolia, Acquia, Allocadia, Tealium, Acoustic, Blueconic, Tray.io, Adobe, and Blueshift.

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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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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Presented by Andrea Fryrear

Overview

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

Creating Connected Experiences

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Presented by Jeff Cram

Overview

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

A Marketer's Guide To Attribution Analysis

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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:

Calendar

Full Conference Agenda - Thursday, April 16th

7:00-9:00

Breakfast & Registration

8:15-8:45

Breakfast Keynote: Workfront

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    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

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 Mendelhall

Marketing Operations Manager, Thomson Reuters

Sarah Fisher

Marketing Technologist, Pearson VUE

Kristen Walker

Marketing Automation Manager/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

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

12:30-2:00

Lunch & Expo Hall Time

Lunch Presentation: TBA

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    Solutions

Presented by:

Overview

TBA

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: TBA

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    Solutions

Presented by:

Overview

TBA

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

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

Speaker

Rinoti Amin

Director of Growth, Engagement & Retention, Malwarebytes

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

Speaker

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, Marketing, Allocadia,

Teresa Joy

VP Marketing Technology and Operations, Autodesk

TBA

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    Marketing Technology

Overview

TBA

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

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

5:00-6:00

Expo Hall Reception

Calendar

Full Conference Agenda - Friday, April 17th

7:30-9:00

Breakfast & Registration

8:15-8:45

Breakfast Keynote: OneTrust

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    Solutions

Presented by:

Overview

TBA

Sponsor

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

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

To learn more, visit OneTrust.com.

9:00-10:15

Keynote: TBA

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    Keynote

Overview

TBA

The Context Marketing Revolution: How To Motivate Buyers In The Age Of Infinite Media

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    Keynote

Overview

In a world of infinite media, content is now a commodity, making it impossible to stand out from the pack. Yet high-performing marketers are breaking through the noise repeatedly with 10X multiples or more.

Join Mathew, author and futurist as he showcases the magic harvested from 11,000 brands, revealing for the first time the new idea of context-based marketing that's being adopted by these high performers -- and changes you need to make to break through and motivate action.

Key takeaways include:

  • Why your executives must buy into 'a new idea of marketing'
  • What it takes to motivate the post-AI consumer
  • How to create context at any moment

Speakers

Mathew Sweezey

Principal of Marketing Insights, Salesforce

10:00-10:55

Refreshments & Expo Hall Opens

10:55-11:35

How To Structure Your Marketing Ops Team And Stack For Success

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    Marketing Operations

Overview

We're all looking for that mythical Marketing Operations (MOPS) recipe. The one handed down through generations of of MOPs professionals both internally and externally. The receipt that lays out, in a step-by-step guide, how to create a frictionless organizational structure, build a high performing martech stack, and recruit and retain a star-studded MOPS team.

Sadly, there is no such recipe. We are the generation professionals who are inventing the MOPS wheel and best practices for the future. In this session, we'll have a down-to-earth discussion on what works and what doesn't including:

  • The pros and cons of multiple org structure options
  • How to manage your martech stack based on need, budget, and resources
  • The processes you need to put in place to stay sane
  • Skill sets you'll need on your marketing ops team
  • How to retain your most prized resource: your marketing ops professionals

Speakers

Kelly Horton

Senior Engineer, Marketing Technologies, Docker,

Making The Switch: Seamlessly Migrating Marketing Platforms In 4 Easy Steps

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    Marketing Data

Overview

In this session, learn step-by-step how CaringBridge overcame common hurdles and complexities when switching from one email marketing platform to another. We'll cover the stages they went through in the migration process, including: taking an inventory of existing assets; cleaning up existing data before transferring it; re-evaluating current sending processes; rebuilding and optimizing campaigns and datafeeds; and completing thorough testing (and re-testing).

In this session you'll learn:

  • How to map out a migration blueprint to minimize disruptions and avoid common pitfalls
  • How to ensure the health of your data, reestablish your domain reputation, and avoid deliverability issues
  • Actionable tips for maximizing email programs, optimizing sending practices and getting the most out of your new email marketing platform
  • A step-by-step ESP migration checklist to ensure a seamless transition

Speakers

Erin Alemdar

Senior Digital Strategist, Whereoware

Signe McKie

Email and Digital Marketing Specialist, CaringBridge

How To Apply Machine Learning To Lead Scoring

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    Marketing Technology

Overview

Transitioning from traditional lead scoring to a machine learning driven process is a huge opportunity to accelerate sales. In this session, Guan will describe the framework for apply machine learning to lead scoring, and share key lessons and examples from DocuSign's journey.

Attend this session for:

  • Insights into how to build a framework for applying machine learning to lead scoring, from evaluation, selection, to operationalization and optimization
  • Discuss a real world example of lead scoring with context, demo, and insights
  • Lessons learned from the journey to help you launch or improve your lead scoring

Speakers

Guan Wang

Director, Marketing Analytics, DocuSign

How To Apply Incrementality And Incentives To Maximize Marketing's Effectiveness

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    Marketing Orchestration

Overview

How can you be sure that the dollars you're investing in growing your business are actually making a difference? Enter incrementality, the holy grail of marketing measurement... the one that everyone talks about and platforms try to convince you they bring. But without feedback loops on incrementality, how can you be truly confident in your ROI?

Join Alex as he describes ways to measure incrementality in simple cases (e.g. coupons, SEM, and in-product) as well as very complex cases, e.g. awareness media.

In this session, you will learn:

  • What incrementality is as as it applies to customer acquisition costs and lifetime value
  • How to determine efficacy of awareness-driving activities
  • How to structure in-house and agency teams to align incentives for individual contributors with the organization's goals

Speakers

Alex Weinstein

Senior Vice President of Growth, Grubhub

11:35-11:50

Break

11:50-12:30

Marketing Operations Strategy: Purpose, Platforms, People, Process

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    Marketing Operations

Overview

What works and what doesn't when it comes to setting up a strategy for a marketing operations? Join Stefano as he walks you through specific steps to success framed around the "4Ps": Purpose, Platforms, People, Process. In this session, you'll learn how to:

Define Purpose:

  • Be clear on the use cases you are trying to solve for and what makes a good use case
  • Framing a long term ambition for the marketing operation and how it would support the marketing strategy
  • A use-case driven, incremental, approach as the path to get there

Audit and Manage Marketing Technology Platforms:

  • System of Record: Customer Data Platforms -key trends we observe in working with CMOs
  • System of Intelligence: Analytics Platforms - key trends we observe in working with CMOs
  • System of Engagement: Marketing Automation and Digital Experience Platforms ... key trends we observe in working with CMOs
  • User Generated Content and the 'platformization' of the marketing stack

Hire and Train Your People:

  • The key traits of today's digital marketer (tech, data, marketing) and how to grow the talent of the future
  • The changing role of the CMO

Develop and Implement Process:

  • The cross-functional, agile, personalization squad and how to sustain the model
  • It is a journey and not a destination - the governance model to sustain ongoing changes and innovation

Speakers

Stefano Fanfarillo

Partner and Director, Personalization & Digital Marketing, Boston Consulting Group

The Beauty of The Beast: How To Optimize Your Monstrous Martech Stack

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    Marketing Data

Overview

Ever-increasing logins, integrations, data flows, redundant systems...a.k.a. overall martech chaos. It's time for practical steps to rationalize your stack, maximize its efficiency, and develop a sound marketing technology strategy.

After this session, you'll be able to:

  • Evaluate the impact of new and existing tools and platforms on your business
  • Navigate mergers, acquisitions, reorganizations, in view of your tools, teams, roles and functions
  • Understand pilots and POCs... what you need to look for do's and dont's
  • Get a handle on managing multiple instances of applications and a framework for decided to merge, or not merge applications
  • Know who needs to be involved in stack management
  • Manage expectations, including reasonable timing, budget, short-term vs. long-term goals"

Speakers

Helen Abramova

Marketing Technology Lead, Verizon Business Group

Matthew Gomez

Senior Manager, Marketing Operations, Laureate Online Education

Making Chatbots More Portable, Scalable and Reusable

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    Marketing Technology

Overview

In order to be effective, Chatbots need to embody the knowledge and expertise of your organization. In otherwords, they need to be trained. But training a Chatbot is not exactly like training a human and it can be tricky to get them to replicate the subject matter expertise and "humanity" of your top human support agents. Further, Chatbots need constant updating as you release new products and services. Just like any other communication channel, the quality of your customer's experience is only as good as the quality and completeness of the information source.

Learning how organizations have developed successful virtual assistants using a knowledge architecture is the critical skill, and in this session, you'll hear how Seth has applied a successful approach to popular bot frameworks such as DialogFlow and Amazon Lex as well as channels like Skype, Slack, Facebook Messenger and others.

Attendees will leave with an understanding of how successful organizations have applied knowledge engineering principles to drive chatbot and intelligent virtual assistants functionality that supports both customer facing and back office processes. Key insights include:

  • The role of knowledge engineering in AI projects
  • How information sources can be reused in new bot instances
  • Ways to update bot functionality without starting from scratch
  • How to measure progress and success using a metrics driven governance framework

Speakers

Seth Earley

Author, The AI-Powered Enterprise

How APIs Help Modern Marketers Meet (And Exceed) Customer Expectations

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    Marketing Orchestration

Overview

Customer expectations are higher than ever and are happening simultaneously with a technological and cultural revolution driven by cloud, mobility, SaaS, big data, social and the internet of things (IoT). Companies must reinvent themselves by creating new software-defined business models, or end up left in the dust. Software, device, and system integration along with application programming interfaces (APIs) are the glue that enables reinvention.

With so many different communications channels, applications and devices available in today's hyper-connected world, brands struggle to keep their interactions with customers contextual, personalized and meaningful. By creating superior customer journeys through conversations, APIs are helping brands to make these interactions more seamless and meaningful. APIs are empowering businesses to seamlessly follow the customer through their preferred mode of communication, retaining context of interactions by connecting various communications channels, even custom or homegrown applications, at every customer touchpoint. From authentication via SMS to customer support via messaging, voice or video, all context is retained, all in a single thread.

In this session, Rishi will discuss the power of the API economy, specifically:

  • How APIs enable businesses to build new, customized experiences with SMS, voice, video, and social messaging to give customers the flexibility they demand
  • How organizations can leverage communications tools via APIs to restore customer intimacy and personalization at scale
  • How businesses can create solutions tailored to their needs without building everything from scratch

Speakers

Rishi Dave

CMO, Vonage

12:30-2:00

Lunch & Expo Hall Time

Lunch Presentation: TBA

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    Solutions

Presented by:

Overview

TBA

Sponsor

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

Lunch Presentation: TBA

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    Solutions

Presented by:

Overview

TBA

Sponsor

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

2:00-2:40

Marketing Ops In 2020: From Tactical To Strategic

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    Marketing Operations

Overview

This all-star panel of marketing operations leaders answers candid questions about their work and challenges including:

  • How has marketing operations shifted in the last 10 years? What responsibilities have been added or removed? What is being asked of your teams that wasn't a decade ago?
  • What is the current structure of the Marketing Ops organization? What's your ideal structure -- and why?
  • Where are you investing across your organization to set yourself up for success in 2020 and beyond?
  • What is the biggest risk for Marketing Operations leaders as they plan for the next 3+ years?
  • Should marketing ops be centralized or decentralized as you build out your organization?
  • How does the concept of Revenue Operations play out at enterprise organizations?
  • How do technology and operations play together? Are they a subcategory of operations? Are they equal?
  • What is marketing ops' role in figuring out what is real vs. buzz?

Speakers

Jenifer Salzwedel

Senior Director, Marketing Operations & Enablement, Poly

Sam Melnick

VP, Marketing, Allocadia,

Sean Hiss

Director of Marketing Strategy & Operations, Equinix

Marketing Attribution: Where Budgets Go to Die

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    Marketing Data

Overview

The promise of marketing attribution can sometimes feel like the search for the Holy Grail. And yet without accurate and believable marketing attribution, marketing will not be able to prove its value.

There are three core tenets of accurate and defendable marketing attribution: the definition, the architecture, and the process. Without an organizationally aligned definition, the other business units will regard marketing attribution with suspicion. From an aligned definition, you have the opportunity to build the architecture and the process to support it.

In this session, you will learn:

  • The two most common types of marketing attribution, how to define them, and how to accurately report on them
  • How to structure your campaigns so you can easily track attribution
  • The different types of attribution models and what you can learn from each one
  • The suite of tools that are a must if you are going to track attribution

Speakers

Mike McKinnion

Sr. Director, Global Marketing Operations, LogRhythm