September 23 - 25, 2018
Wyndham Grand Chicago Riverfront, Chicago, IL

Day 1: Sunday, September 23, 2018

11:00 am - 11:45 am Digital Marketing Exchange 2018 Welcome & Registration


11:45 am - 12:00 pm Welcome Orientation

12:00 pm - 12:15 pm Chairperson's Opening Remarks

Event Chairperson Scott East - CEO & Co-Founder MSIGHTS


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Event Chairperson Scott East

CEO & Co-Founder
MSIGHTS

12:15 pm - 12:45 pm Winning the Evolving, Empowered Consumer with CI

Luke Elliott - Director of Global Digital Intelligence & Capability Brown-Forman Corporation
Savvy insights executives must promote an agile culture of speed to capture data and unlock transformative insights, all while winning the fickle customer and maintaining a competitive advantage that will move the business forward. The task can feel like an overwhelming one as competitors, more fiercely than ever, look to data and insights to disrupt their sectors. During this plenary session, we will explore the role of insights executives in a consumer-driven world of data and exponential technology. We will explore embracing innovation through analytical insight and leading an agile, innovative, insights-driven culture, including: 

•Using CI to facilitate consumer-centric digital innovation 
•Promoting an agile culture that is able to respond quickly to analytical insights 
•Driving innovation at the speed your organization requires
•How leveraging CI can help move the entire business forward 
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Luke Elliott

Director of Global Digital Intelligence & Capability
Brown-Forman Corporation

12:45 pm - 1:45 pm Networking Lunch

1:50 pm - 2:20 pm Why Scientists Think Marketers Are Crazy (And How To Balance Creativity And Statistics)

Ellen Houston - Applied Data Science Lead Civis Analytics
Keith Myers-Crum - Lead Data Scientist Civis Analytics
Too often, marketers rely on instinct alone when data-driven methods are available. This session will explore marketing from a data scientist’s point of view, and discuss:
•How and where to infuse the right dose of science into digital marketing without losing creativity
•Where to start when you’re looking to accurately plan and measure using science
•Specific examples of how organizations have successfully achieved growth by partnering the marketers and the nerds together
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Ellen Houston

Applied Data Science Lead
Civis Analytics

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Keith Myers-Crum

Lead Data Scientist
Civis Analytics

2:25 pm - 2:55 pm Business Meetings

2:55 pm - 3:25 pm Business Meetings

3:25 pm - 3:55 pm Business Meetings

3:55 pm - 4:10 pm Networking Break

Master Class A

4:15 pm - 5:00 pm Emergent Audience Segmentation using Social Listening and Machine Learning
James Campbell - Managing Director Mavens of London
This masterclass will be a helpful guide to how the innovative world of open-source machine learning tools can be applied to public social listening data to identify and profile emergent segments within marketing audiences, and how these segment profiles can drive brand relevance when applied to content and media planning. James will use an analysis of HBO's audience in the US as an example case study to bring this type of emergent audience research to life.
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James Campbell

Managing Director
Mavens of London

BrainWeave A

4:15 pm - 5:00 pm Marketing in the Age of Amazon
Over the last decade, Amazon has reshaped consumer expectations and how companies conduct business with consumers. Join us for a roundtable discussion where you will gain key insights into recent data from Amazon shoppers to find out why they love Amazon and what would compel them want to leave for other retail brands. You’ll also hear how our top clients are combating Amazon and other online ecommerce giants through sophisticated digital marketing to captivate today’s digital distracted consumer

5:05 pm - 5:35 pm Consumer Data Best Practices: Solidifying Your Customer Data Foundation

Curran Raclin - Vice President of Fan Engagement & Analytics National Hockey League
Join our consumer-data-focused plenary session as we discuss best practices for solidifying your customer data foundation and techniques in identity resolution to fuel more relevant customer relationship marketing strategies. We will explore optimizing data in developing sales and marketing strategies, understanding analytical customer data to measure success and more. Join this plenary as we explore: 

•Building 360-degree customer profiles from pieces of data 
•How to get your customer data out of silos
•Scaling what you know about your customers 
•Customer data best practices to solidify your customer data foundation
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Curran Raclin

Vice President of Fan Engagement & Analytics
National Hockey League

5:40 pm - 5:50 pm Disrupting the World of Market Research through Mobile Technology

Mike Mallett - CEO LiveShopper
The world of market research is changing, and many of our clients are looking for innovative ways to gather improved customer experience data.  Texas Roadhouse has been using mystery shopping for years but felt there had to better way.  LiveShopper has provided them with a mobile, crowdsourcing solution for data collection while also providing them with an additional a venue to market their brand.  In this session, explore how companies can collect actionable data and drive customers to their brand(s).
               Actionable Takeaways:
·        Utilize better market research data from real customers
·        Increase customer loyalty while driving business to your brand
·        Save at least half the cost of outdated methods of research like mystery shopping, guest intercepts, customer surveys, etc.
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Mike Mallett

CEO
LiveShopper

5:50 pm - 6:00 pm Digital Rights Management- A Necessity for Omni-Channel Marketing

Tarek Fadel - Founder and CEO FADEL
In today’s digital age, marketers and advertisers are under pressure to deliver an omni-channel experience that meets corporate standards for brand transparency and copyright compliance. Content is becoming more complex and deciphering the usage rights for what lies within the final content is a challenge. In this session, you will discover how Rights Cloud by FADEL® supports your Omni-Channel Marketing strategy by:
 
•       Giving you full visibility into when, where and how content can be used
•       Arming you with digital usage tracking and violation reporting
•       Protecting your brand equity
•       Empowering you with content governance and smart insights
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Tarek Fadel

Founder and CEO
FADEL

6:00 pm - 6:30 pm Networking Cocktail Reception