Day 2

07:15 AM - 08:15 AM Networking Breakfast

08:15 AM - 08:20 AM Chairperson's Opening Remarks

Ryan Unger, Chief Marketing Technology Officer, Punchkick Interactive

Ryan Unger

Chief Marketing Technology Officer
Punchkick Interactive

Day 2 Keynote Address

08:20 AM - 08:55 AM Digital Transformation and the Evolving Role of Technology

Neeraj Tolmare, VP, Head of Digital Transformation & IT Applications, HP

Technology plays an ever increasing role in the day to day lives of consumers and customers; and its impact can be felt in every aspect of their life experiences. The dramatic increase in the speed and evolution of technology is forcing marketing executives to revisit how businesses and marketing organizations are structured for growth. The blurring line between the physical world and the digital world presents an entirely new modality.

Join Neeraj in this session as he discusses the pressing questions that marketing leadership needs to address and answer to stay relevant in today’s evolving digital landscape:

  • What talent is needed to support this evolving business model?

  • How will the changes and transformation impact the organizational infrastructure?

  • How can companies stay relevant thru this change?


Neeraj Tolmare

VP, Head of Digital Transformation & IT Applications
HP

Plenary Session

08:55 AM - 09:30 AM Turning Big Data Chaos from Online Content into Visually Sensible Knowledge to Help Build Quality Brand Engagement While Supporting Revenue Goals

Jon Iadonisi, Founder & CEO, VizSense
Drive the Trajectory of Your Online Campaigns, Track Your Competitor’s Online Content, and Understand Paths for Viral Success
Content publishers and marketers are at a loss when it comes to knowing “Who” is advocating for their brand. Each piece of content posted to the internet has its very own digital ecosystem, created by sharing, viewing and engagement. Without effective visualization of the data created through online sharing, the superfans and credible voices are often lost in the chaos and noise of spreadsheets and dashboards. Discover and identify brand advocates, fans and paid influencers that are already sharing your online content across their networks.
In this session you will hear about:
  • The visualization process of “Intellectual Pyrotechnics™”
  • Turning big data chaos into Smart Data
  • Enabling teams at every level of content interaction to analyze data through cognitive engagement, deduction, and distinct inference
  • Harnessing the viral trajectory, public opinion and key performance elements that create your contents ‘social metroplex’

Jon Iadonisi

Founder & CEO
VizSense

09:30 AM - 10:05 AM Business Meetings

10:05 AM - 10:40 AM Business Meetings

10:40 AM - 11:00 AM Networking Break


Sponsored by: Skipstone

Interactive Panel Discussion

11:00 AM - 11:50 AM If you Build it, Will They Come? Integrate and Personalize your Mobile App to Stay at the Forefront of Consumer’s Loyalty

Nadine Spuls, Director of Business Development, Atimi Rob Gonda, Vice President, IT Data & Digital, McDonald's Parisa Durrani, Director of Mobile Strategy, Plastic Mobile Nigel Gopaul, Digital Marketing Director, Hyundai Capital America

It’s an interesting time for mobile app development. It’s no longer good enough for a brand to have a mobile app; your brand’s app must stand out and deliver value. Many brands are struggling with the common issue of user loss. This struggle raises several questions: How do you gather and keep users? Is your app being used once and then deleted?

In the mobile app development industry, these questions are being asked and answered everyday. The answers can seem elusive and sometimes mysterious to brands that seem to be doing ‘all the right things’ and yet their app is still not gaining traction in the app store. There are some common missteps that can be corrected such as app size, UI design, and value exchange for data. Look to the most successful apps to see what they’re doing. As a prime example, look at Snapchat; and consider: How does it work and why is it so popular? How are brands using apps to reach Millennials?

There is no one answer to ensure your brand’s mobile app success but exploring these topics and relying on the data you already have will help to shape these answers for you. Join this session to hear the panelists discuss how you can effectively use the data you already have, and still be able to ensure success with your brand’s mobile app in both B2C and B2B systems.


Rob Gonda

Vice President, IT Data & Digital
McDonald's

Parisa Durrani

Director of Mobile Strategy
Plastic Mobile

Nadine Spuls

Director of Business Development
Atimi

Nigel Gopaul

Digital Marketing Director
Hyundai Capital America

Plenary Session

11:50 AM - 12:30 PM Cutting Through The Noise Using Content Marketing Analytics

Ian Walsh, CMO, TrackMaven

Marketers are in the midst of an arms race, and content is the ammunition of choice. More content is being created every day, and technology has made it easier than ever to efficiently distribute that content broadly. But even with this increase in our ability to deliver content, the latest research from TrackMaven shows that a growing majority of professional marketing content fails to have an impact. In this presentation, we will outline why marketers have become very good at distributing content, but not very good at creating content that is worth distributing.

In this session you will hear about:

  • The best metrics to help improve your content marketing

  • Tactics for turning around stalled content strategies

  • Best-in-class examples of data-driven content


Ian Walsh

CMO
TrackMaven

12:30 PM - 1:35 PM Networking Lunch


Sponsored by: TrackMaven

Plenary Session

1:35 PM - 2:10 PM Enabling the Customer Experience of the Future

Rob Gonda, Vice President, IT Data & Digital, McDonald's
It’s no secret that the world is changing at an exponential pace and technology innovation is driving increasing demand in customer expectations. Little did you know, McDonald’s is leading the industry in restaurant technology and quickly moving towards customer technology space. With large global investments in digital retail, including digital menu boards, signage, and kiosks over the past decade, we are now aiming to move from Mass Marketing to Mass Personalization, investing in omni-channel commerce and omni-channel marketing focusing on the Customer Experience of the Future. In this session we’ll explore strategy and planning methodology, technology trends, customer insights, and put it all together to enable a truly relevant customer experience that drives business results.
In this session you will learn:
  • How disruptive forces are forcing exponential thinking in organizations
  • How assess organizational readiness through a coefficient of adaptability
  • How to become customer-centric through contextual awareness and situational relevance

Rob Gonda

Vice President, IT Data & Digital
McDonald's

2:10 PM - 2:45 PM Business Meetings

2:45 PM - 3:20 PM Business Meetings



3:20 PM - 3:40 PM Networking Break


Sponsored by: Skipstone

Plenary Session

3:40 PM - 4:15 PM A Path Toward Marketing Technology Independence

Tony Ralph, Director of Ad Technology, Netflix
A great irony of a move toward digital marketing execution independence is that it immediately invites a new and complex set of dependencies. With the marketing technology landscape changing so rapidly, many marketers are contemplating how far and how fast to adapt. As the technology evolves, which marketing tactics and processes should you be brining in-house and to what extent?
In this session we'll discuss:
  • What "marketing independence" means
  • What is a marketing technologist and do you need one?
  • How to judge how far and how fast one should progress on this path
  • Successes and failures witnessed along the way

Tony Ralph

Director of Ad Technology
Netflix

Plenary Session

4:15 PM - 4:50 PM How to Create a Multi-Disciplinary Innovation Lab to Maximize Your Brand's Share of the Audience’s Attention

Ryan Unger, Chief Marketing Technology Officer, Punchkick Interactive
Many companies overly-focus their marketing efforts on one-off campaigns and don’t take a holistic approach to how their consumers interact with brands throughout the day. Often this limits cross-discipline collaboration and leads to a short-term outlook on brand goals. To combat this, many companies are building innovation labs to idenfity new markets, new products, and improved ways to be more efficient.
In this session you will learn:
  • What roles are critical to the success of this team
  • How a team can be positioned within an organization to be the most successful
  • The best tactics to getting an innovation lab running immediately
  • What programs like this can cost and what you can expect in return

Ryan Unger

Chief Marketing Technology Officer
Punchkick Interactive

4:50 PM - 5:25 PM Business Meetings

5:25 PM - 6:00 PM Business Meetings

Roundtable A

6:00 PM - 7:00 PM Leveraging Technology in Sales, Marketing and Product Organizations, to Enhance Alignment and Outperform Your Competition

Greg Silverman, CEO, Concentric
Marketers have been increasing their commitment to data and technology. Yet, it is still difficult to understand how all the various investments in marketing, data, and products work together to deliver results. Simulation is an emerging technology that produces a new understanding of how your brand performs against its competitors. It not only leverages existing data but also allows users to forecast results before ideas are put into the market.
This roundtable session will cover the basics of simulation and how it helps marketers minimize risk, capture market share and lower overall costs.

Greg Silverman

CEO
Concentric

Sponsored by: Concentric, Inc

Roundtable B

6:00 PM - 7:00 PM Transforming Traditional Brands by Leveraging the Mobile as a Channel

Parisa Durrani, Director of Mobile Strategy, Plastic Mobile Rebecca Basi, Director of Marketing, Plastic Mobile
There’s no denying the impact mobile has had on the customer journey. What was once a linear journey with clear start and end points, is now cyclical. Mobile has blurred the lines between the pre- and post-shopping stages and is has impacted some of America’s most iconic brands the hardest.
Realizing there is still a gap between how mobile technology can be leveraged at each point in the customer journey (the pre-, in-store, and post-shopping stages), this roundtable session will cover how to not only drive brand engagement and loyalty, but open up new revenue streams and create operational efficiencies for your business.

Parisa Durrani

Director of Mobile Strategy
Plastic Mobile

Rebecca Basi

Director of Marketing
Plastic Mobile

Sponsored by: Plastic Mobile

Roundtable C

6:00 PM - 7:00 PM Moving Past Traditional Marketing Metrics to Improve and Better Demonstrate Your Mobile Marketing Impact

Sunil Bhagwan, Vice President, Sales, AppsFlyer
CMOs are more accountable than ever before for improving ROI. As mobile budgets grow, so does the pressure. This interactive session will provide practical tools and strategic advice for breaking through internal hurdles and moving past traditional marketing metrics to improve and better demonstrate your mobile marketing impact. As mobile marketers and audiences become more sophisticated, the use of data science to measure and optimize creative performance will be more important than ever.
Join this roundtable to hear about:
  • The right metrics and reporting models for mobile
  • Closing the gaps on your "immeasurable metrics" and finding practical value in "big data"
  • Building the right team, capabilities and toolset for today's mobile/multi-channel dynamic
  • How to make smarter data-driven decisions in real-time
  • Connecting your mobile, social, media and revenue data

Sunil Bhagwan

Vice President, Sales
AppsFlyer

Sponsored by: AppsFlyer

Roundtable D

6:00 PM - 7:00 PM Expand the 360 degree View for True Customer-Centricity and Be Awesome with Your Customers

Bart Lorang, CEO, FullContact Jon Feld, Vice President of Enterprise Solutions, FullContact
WHAT: The next phase of the journey to create the full, true 360-degree view of your customer is to integrate social data with traditional, transactional, first-party data about customers. Go beyond the traditional brand-centric view you get from first-party data. Find out a more complete picture of your customers – their brand and competitor engagement, their lifestyle and product affinities, what media they care about, and how much social influence they have.
WHY: Having a truly customer-centric 360-degree view will make your interactions with your customers more relevant, personal, effective, and timely. Integrate new insights about your customers across your customer engagement channels and be “Awesome with Customers” in Digital Marketing, CRM, Loyalty, Social Care, and Customer Service.
HOW: Implement full solutions that link customer contact data with the right digital and social personas, add social affinity and interest attributes, and integrate new insights across customer engagement channels.

Bart Lorang

CEO
FullContact

Jon Feld

Vice President of Enterprise Solutions
FullContact

Sponsored by: FullContact

7:00 PM - 11:59 PM Networking Dinner


Sponsored by: VizSense