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

Day 2: Monday, September 24, 2018

8:00 am - 8:30 am Networking Breakfast

8:30 am - 8:35 am Chairperson Opening Remarks

Event Chairperson Scott East - CEO & Co-Founder MSIGHTS


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Event Chairperson Scott East

CEO & Co-Founder
MSIGHTS

Competitive brands are fighting to stay relevant amidst ever-changing consumer behavior and massive industry disruption. Today’s marketers face massive challenges as consumer behavior has shifted the consumer/brand relationship – empowering the consumer like never before. Join us as we discuss the ways disruption, in tandem with shifting consumer behavior, is challenging the world’s largest, most-iconic brands to push the marketing envelope in new ways. We will explore strategies for staying relevant in a digital landscape that is constantly changing, including:

•Understanding how and why consumer behavior is changing 
•Turning to disruptive technologies, like AI, to better understand consumer habits 
•How to meet customer demand for personalized, real-time experiences
•Driving customer-centric innovation at scale and speed 
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Chris Smith

SVP, Enterprise Social Media Executive
Bank of America Corporation

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Lisa Chudnofsy

Head of Content and Customer Engagement
The Vitamin Shoppe

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Baomy Wehrle

Director of CNN Digital Partnerships
CNN Worldwide

9:25 am - 9:55 am Five Key Learnings For Implementing A Marketing Data Strategy

Russ Novy - Director of Marketing SAP
Christina Woods - Vice President - Client Engagement MSIGHTS
Data is at the core of software giant SAP. Even so, implementing a data strategy across its global marketing organization has had its challenges. During this session, Russ Novy (SAP) and Christina Woods (MSIGHTS) will highlight the five key learnings they have experienced in their 9-year partnership in driving a successful data strategy across the SAP organization. And most of the learnings don't have anything to do with data, but instead, they focus on people, product, and process. Every organization, regardless of size, will benefit from Russ and Christina's frontline experience
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Russ Novy

Director of Marketing
SAP

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Christina Woods

Vice President - Client Engagement
MSIGHTS

Business Meetings

10:00 am - 10:30 am Business Meetings

Business Meetings

10:30 am - 11:00 am Business Meetings

11:00 am - 11:15 am Networking Break

11:20 am - 11:50 am Needs Or Wants? How To Be The (Digital) Hero Your Audience Deserves

Daniel Singer - CEO Mavens of London
Great products meet needs but most campaigns focus on wants. The result is that many brands miss out on the opportunity to help people solve their wider underlying issues. Digital platforms, particularly search, offer a way to do both, helping brands build trust and create complementary strategies that deliver long-term value for them and their audience.
 
This session will explore how to identify underlying issues, recommend techniques to combine needs and wants to build long-term value for everyone, and explore a worked example of how to put this into practice.
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Daniel Singer

CEO
Mavens of London

11:50 am - 12:20 pm Incorporating Business Experiments Into Strategy Development

Andy Pulkstenis - Director of Advanced Analytics State Farm Insurance
Designed experiments are slowly becoming more common in business settings. Many firms are recognizing the broad applications of statistical experimentation and testing to virtually all areas of business, but many more still resist fully integrating designed experiments into their strategies. As with any analytic change, driving an organization to adopt strategic experimentation can be difficult. The presenter will explain what business testing is, how companies are leveraging it, and how State Farm has been moving from minimal business experimentation to a more ambitious culture of testing, as well as provide a step-by-step guide for changing, creating, or improving a testing culture. He will share several State Farm examples that demonstrate the value of multivariate testing, from simple to complex. He will also discuss incorporating test results into strategy optimization, as well as how to address common barriers. The presentation will provide tangible takeaways for marketing and analytics leaders desiring to improve their own strategies through designed experiments and is expected to be beneficial to both experienced practitioners and those newcomers who want to champion testing in their companies but are unsure how to get started.
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Andy Pulkstenis

Director of Advanced Analytics
State Farm Insurance

12:25 pm - 1:25 pm Networking Lunch


1:30 pm - 2:00 pm The Rise Of Digital Commerce: A Massive Opportunity For Brands And How To Capture It

Paolo Provinciali - Head of Global E-Commerce Marketing Anheuser-Busch InBev
Are you giving your customers the kind of mobile experiences they crave? The growing number of connected devices in the world today is staggering, reaching into the tens of billions worldwide. Statistics surrounding mobile use should send a very clear message to businesses across every industry: adopt a mobile-first mentality or perish. During this plenary session focused on transforming  the mobile-first customer experience, we’ll explore the various challenges with Mobile CX, and the companies that are crushing Mobile CX. We’ll talk about the future of the mobile-first CX and how to achieve it, including:
•Reaching your customers where they are – on their phones 
•Reaching beyond mobile optimization to Mobile CX
•The psychology behind the consumer’s mobile addiction 
•Tracking, measuring and optimizing mobile-first CX

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Paolo Provinciali

Head of Global E-Commerce Marketing
Anheuser-Busch InBev

Executive Roundtable Discussions

2:05 pm - 2:35 pm Extracting Value Through Extended Reality

Sri Thyagarajan - President & Founder BuMo3DR
With the rapidly evolving world of digital transformation-- augmented and virtual reality is no longer solely in the movies.  In this session, we
will explore real-world case studies of interactive virtual environments.  Discover how learning, marketing and more are harnessing the power and extracting the benefits of fully immersive experiences.  
 


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Sri Thyagarajan

President & Founder
BuMo3DR

2:40 pm - 3:10 pm Business Meetings

3:10 pm - 3:40 pm Business Meetings

3:40 pm - 4:10 pm Business Meetings

4:10 pm - 4:25 pm Networking Snack Break


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Borja Perez

Senior Vice President, Digital and Social Media
NBCUniversal Telemundo Enterprises

Millennials and Gen Z will dominate spending decisions over the next decade, which is why generational insights are especially powerful in creating meaningful connections with generationally different consumers. During this panel discussion, we’ll address approaches for engaging with Millennials and Gen Z, two of the most powerful existing demographics in the marketplace. We’ll explore various ways to tap into the mindsets of both demographics and we’ll address keys to understanding what young people care most about when they make brand choices and purchasing decisions, including:
•Unlocking generational insights that move beyond intent and appeal
•Understanding what young people care about when they make purchases
•Tapping into surveys that will yield better, richer data from Millennials and Gen Z
•Understanding where and how to capture Millennials and Gen Z
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Ashley Canning

Director of eCommerce
Keds

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Mark Loughney

Vice President of Research
Turner Emerging Consumers Ad Sales

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Borja Perez

Senior Vice President, Digital and Social Media
NBCUniversal Telemundo Enterprises

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