Day 1

11:00 AM - 12:00 PM Welcome Brunch & Registration


Sponsored by: Experian Marketing Services

12:00 PM - 12:15 PM Delegate and Sponsor Orientation | Twitter feed sponsored by UrbanAirship


Sponsored by: Urban Airship

12:15 PM - 12:30 PM Ice Breaker

12:30 PM - 12:40 PM Chairperson's Opening Remarks

Ryan Unger, Chief Marketing Technology Officer, Punchkick Interactive

Ryan Unger

Chief Marketing Technology Officer
Punchkick Interactive

Opening Keynote Address

12:40 PM - 1:25 PM HACKING MARKETING: Applying Software-Inspired Management Concepts to Accelerate Modern Marketing

Scott Brinker, Author/Editor, Chief Marketing Technologist Blog, ChiefMartec.com
In many ways, modern marketing has more in common with the software profession than it does with classic marketing management. As surprising as that may sound, it’s the natural result of the world going digital. Marketing must move faster, adapt more quickly to market feedback, and manage an increasingly complex set of customer experience touchpoints. All of these challenges are shaped by the dynamics of software — from the growing number of technologies in our own organizations to the global forces of the Internet at large. Join Scott as he shows you how to conquer those challenges by adapting successful management frameworks from the software industry to the practice of marketing for any business in a digital world.
In this session you will learn how to:
  • Increase the tempo of marketing’s responsiveness without chaos or burnout
  • Design “continuous” marketing programs and campaigns that constantly evolve
  • Drive growth with more marketing experiments while actually reducing risk
  • Architect marketing capabilities in layers to better scale and adapt to change
  • Balance strategic focus with the ability to harness emergent opportunities

Scott Brinker

Author/Editor, Chief Marketing Technologist Blog
ChiefMartec.com

Plenary Session

1:25 PM - 2:00 PM How to Use Social Data for Effortless Audience Marketing—Every Time

Christopher Leet, Senior Director Product Marketing, NetBase Solutions
Successful brands must supplement demographic targeting in order to connect individually – and at scale – with consumers. It means creating completely custom audiences, using psychographics and social behavior data—across time—designed to capture and understand what consumers want, love, what they’re doing and will do next.
In this session we’ll discuss:
  • How consumer experience impacts brand loyalty and revenue
  • How to discover emerging trends in real-time
  • How to do audience segmentation, campaign development and engagement with social media analytics

Christopher Leet

Senior Director Product Marketing
NetBase Solutions

2:00 PM - 2:35 PM Business Meetings

2:35 PM - 3:05 PM Business Meetings

3:05 PM - 3:25 PM Networking Break


Sponsored by: Skipstone

Plenary Session

3:25 PM - 4:00 PM Effectively Addressing the “Engagement Wall” Challenges to Increase Consumer Engagement, Brand Value and Brand Messaging

Troy Ontko, Founder & CEO, Skipstone
Explore the next great thing in the online world; in the last place people look today: the offline world.
Join Troy in this session as he shares how everything we do online today has been done in the offline world, but we still haven't brought everything from the offline world online.

Troy Ontko

Founder & CEO
Skipstone

Plenary Session

4:00 PM - 4:35 PM The Growing App Economy: Creating New Opportunities in the Mobile Channel for B2B Companies

Melissa Hendricks, Vice President of Marketing Strategy, Cerner Corporation
For B2C companies, mobile apps have become a solid marketing channel to deliver convenience for customers, often even more prominent than brand's mobile website. The benefits and practicality of mobile channels are less clear for companies operating in the B2B space. B2B Marketers must develop a long-term relationship with their customers through implementing a well-thought out brand strategy to succeed in mobile channels.
Join this session to hear about:
  • The rise of the B2B app marketplace
  • Creating relationships in the mobile channel in the B2B space to increase brand awareness
  • Leveraging an open interface to build relationships with 3rd party developers
  • Utilizing mobile apps to create a new line of revenue

Melissa Hendricks

Vice President of Marketing Strategy
Cerner Corporation

4:35 PM - 5:10 PM Business Meetings

5:10 PM - 5:45 PM Business Meetings

Brainweave A

5:45 PM - 7:00 PM Mobile Data that Drives Omni-Channel Engagement

Alyssa Meritt, Head of Strategic Consulting, Urban Airship

Roll up your sleeves and join us to learn how to harness the latest data from your customers in your mobile app and use that information to create ultra-personal experiences across the digital landscape.

In the mobile age, up-to-the-second customer context is a necessity. Alyssa Merrit, Head of Strategy at Urban Airship, will provide insights on how you can unlock the power of mobile and connect it to the rest of your business to improve ad performance, welcome new customers, drive sales, improve customer service, and much more.

In this session you will learn:

  • Which mobile data signals to pay attention to

  • How to use those signals to power unique omni-channel experiences

  • Which techniques have proven performance

  • New strategies you can implement in your business in the next 90 days


Alyssa Meritt

Head of Strategic Consulting
Urban Airship

Sponsored by: Urban Airship

MasterClass A

5:45 PM - 7:00 PM Properly Integrating Data & Analytics to Drive Performance and ROI in Your Marketing Technology Investment

Matt Tipperreiter, Product Strategy Director, Experian Marketing Services Bill Schneider, Solutions Support Consultant, Experian Marketing Services

You can’t have a high-performing engine without clean, high-grade fuel running through the engine. Similarly, you can have a high-performing marketing technology stack without highly-accurate, comprehensive data running through the stack. Data is the fuel that drives marketing technology performance.

Join this class to understand how marketers can fully understand their customers, through linking their own CRM data that resides across data silos and enhancing this information with insights to provide a complete picture of their customers as complex consumers. By first creating this single customer view and solid data foundation, marketers can maximize their investment in marketing technology. Without taking this first critical step, all downstream performance is crippled by incomplete and inaccurate data. Alternatively, by making such an investment, marketers and advertisers can drive ROMI and push these insights throughout their internal and external ecosystems.

Simply put, without top-grade fuel, an engine will not perform at a high level. Without top grade data and insights, marketing technology stacks will not perform at a high level either. Learn how to maximize your ROI on your marketing technology by loading it with robust, accurate data that creates an actionable single view of your customers.


Matt Tipperreiter

Product Strategy Director
Experian Marketing Services

Bill Schneider

Solutions Support Consultant
Experian Marketing Services

Sponsored by: Experian Marketing Services

7:00 PM - 11:59 PM Networking Dinner


Sponsored by: AppsFlyer