Wednesday, 02/24
6:00 PM ET
6:00 PM ET
Welcome Cocktail ReceptionSunset Patio
Thursday, 02/25
7:00 AM ET
7:00 AM ET
Registration Opens
8:00 AM ET
8:00 AM ET
Breakfast
8:15 AM ET
8:15 AM ET
Sponsor Breakfast Presentation
8:45 AM ET
8:45 AM ET
Opening Remarks
- MC
- Ross Fadner, Director, Event Programming, MediaPost
9:00 AM ET
9:00 AM ET
Keynote Interview: The Pros and Cons of In-House Marketing Management
In this keynote interview, MediaPost Event Programming Director Ross Fadner and cross-channel marketing veteran Charity Webb will discuss Webb’s transition from the programmatic software side of the digital advertising ecosystem to running the display team at Cabela’s. With a particularly strong background in data-driven performance and attribution, Webb has set out to streamline the specialty outdoor retailer's in-house data, analytics and attribution management system for each of its marketing departments.
- Interviewee
- Charity Webb, Senior Manager, Media, USAA @cabelascharity
- Interviewer
- Ross Fadner, Director, Event Programming, MediaPost
9:30 AM ET
9:30 AM ET
Panel: Navigating the Data Deluge
If one thing is clear, marketers’ lives are not getting any easier. The flood of data pouring in from firms’ various departments must be harnessed; CMOs are charged with interpreting and acting on this expanding and evolving phenomenon. They need help. Communication, synchronization and the right partnerships are key, but marketers must connect the dots. If cross-channel success is the pot of gold at the end of the rainbow, analytics is the pathway. With that in mind, where do marketers stand on the path to cross-channel success? Is it possible to be out in front of today’s data deluge? If not, how do you best navigate your way? As we open the Cross-Channel Marketing Insider Summit, our brand participants will share their successes and failures.
- Moderator
- Jane Clarke, CEO, Managing Director, CIMM
- PanelistS
- Ian Dailey, Senior Product Marketing Manager, Rocket Fuel @idaileysf
- Sharon Mostyn, eCommerce Manager, RoamRight @sharonmostyn
- Scott Patten, Director of Strategy, LaneTerralever @thatguyscott
- Coy Robison, Director of Digital Marketing, blendtec @IamCoy
10:15 AM ET
10:15 AM ET
Case Study: John Hancock’s “Life Comes Next”
John Hancock’s OMMA award-winning “Life Comes Next” campaign leveraged changing media consumption habits—especially use of second-screens—to deliver an ecosystem of messaging that went beyond traditional TV, while providing more measureable results. By delivering a broader, more integrated brand experience, the campaign was able to reinforce Hancock’s unique understanding of the challenges, uncertainty, and aspirations people have when it comes to their financial future.
- Presenter
- Kate Ardini, Brand Director, John Hancock Financial Services @kateardini
10:45 AM ET
10:45 AM ET
Panel: Cross-Channel Stewardship: One Square Peg for Many Different Sized Holes?
So you’ve got a brilliant creative concept, but how can you be sure the idea will work well on every platform? Is it possible to improve media stewardship across channels, and if so, what’s the right approach? If you accept that each channel tends to serve its own purpose, with its own measures for success (or two or three), how do marketers honor platform differences while staying on message? Should you adjust your KPIs for each channel? How do you factor in different contexts? How do you measure ROI?
- Moderator
- Bryan Boettger, Principal and Lead Strategist, Estate Four @bboettger
- PanelistS
- Amy Bartle, Head of Media, Tax Act @ajbartle
- Soo Jin Oh, SVP Data Business and Ad Operations, Magnetic @Magneticis
- Alicia Petersen, VP Group Media Director, Trilia Media
- Caleb Pinkerton, Digital Media Director, KSM South
11:45 AM ET
11:45 AM ET
Roundtables
The Pros and Cons of In-House - Charity Webb, Display Manager, Cabela's
Are You a Data Whisperer? - Scott Patten, Director of Strategy, LaneTerraLever
Are Your Platforms Serving You? - Bryan Boettger, Founder and Chief Strategist, Estate Four
1:00 PM ET
1:00 PM ET
Lunch
South Mountain Patio
1:10 PM ET
1:10 PM ET
Sponsor Luncheon Presentation
2:00 PM ET
2:00 PM ET
Golf
Hot Air Balloon Ride
Hot Air Balloon Ride
2:00 PM ET
2:00 PM ET
2:00 PM ET
2:00 PM ET
5:30 PM ET
5:30 PM ET
6:30 PM ET
6:30 PM ET
Cocktail PartyLas Palmas Patio
7:30 PM ET
7:30 PM ET
Dinner ReceptionLas Palmas Patio
Friday, 02/26
7:30 AM ET
7:30 AM ET
Registration Opens
8:00 AM ET
8:00 AM ET
Breakfast
8:15 AM ET
8:15 AM ET
Sponsor Breakfast Presentation
9:00 AM ET
9:00 AM ET
Keynote: Pep Boys Connects Online and Offline for Local Customer Engagement
As a national brand in the auto services industry, where in-person service is a mainstay of their business success, Pep Boys understands the importance of location as the fundamental driver for improved customer experience across marketing channels. In this session, Pep Boys’ AVP of Marketing, Rachel Silva, will discuss how the auto services brand leveraged location-based marketing and social media platforms, including Instagram, to build their customer audience and drive more sales.
- Keynote
- Rachel Silva, Assistant Vice President of Marketing, Pep Boys
9:30 AM ET
9:30 AM ET
Panel: Email and Mobile: Retail’s Dynamic Duo
Online shopping continues its forward charge. Discount shopping events like Black Friday and Cyber Monday are certainly big hits for retailers, but consumers are still going to shop on their own terms. Digital coupons and discount codes will only become more important, and by extension, so too will email and mobile messaging. Increasingly, that’s the 1-2 combo consumers use to find out about savings and then act. In 2014, Forrester found that email motivated 42 percent of digital shoppers, versus 8 percent for search and Web sites. During the hefty 2014 Thanksgiving to Cyber Monday sales cycle, a whopping 50 percent of ecommerce traffic occurred on mobile devices. Substantial growth on both accounts likely persisted in 2015. With the holidays now behind us, how can marketers streamline for the rest of 2016?
- Moderator
- Keith Pape, Founder & CEO, YELLOWPIKE MEDIA @keithpape
- PanelistS
- Jose Cebrian, Vice President and General Manager of Email and Mobile Messaging, Merkle
- Melinda Krueger, Associate Principal, Marketing Services, Salesforce @melindabk
- Justin Orgel, Director of Strategic Services, Experian Marketing Services @JustinOrgel
10:15 AM ET
10:15 AM ET
Keynote: Content Marketing + Influencers Equals Success for WhiteWave
Today, content marketing is at the epicenter of effective, cross-channel brand building. Marketers face many challenges to deliver effective, integrated campaigns that are relevant across multiple consumer touch points. Over the years, WhiteWave brands have optimized and scaled their influencer marketing programs to support everything from national campaigns, digital experiences, print, retailer, sampling and more. In this session, you'll learn how to effectively partner with influencers and think outside the blog post for maximum impact.
- Keynote
- Lori Ulanoff, Advocacy Marketing Manager, SoDelicious Dairy Free, WhiteWave Foods Company
10:45 AM ET
10:45 AM ET
The Internal Stack: Collaboration and Goal-Setting Across Departments
Technology has obviously aided marketers’ ability to target, execute and measure campaigns across channels, but has the resulting boom placed too great an emphasis on micro-targeting? Is your brand guilty of being spread too thin chasing little boosts that don’t meaningfully affect the big picture? If cross-channel inherently means sharing responsibility and success with every department and partner in your organization, collaboration and communication are key. This panel will take a look at what goals to share, what goals not to share, and how to set actionable targets and strategies for ongoing internal communication.
- Moderator
- Aaron Harvey, Co-founder/ECD, Ready, Set, Rocket @nuyakcity
- PanelistS
- Lisa Anderson, Director, Global Multi-Channel Relationship Marketing, AstraZeneca
- Jean-Michel Boujon, Senior Director of eCommerce, BookRenter.com @jmboujon
- Michail Takach, Director of Digital Marketing, North America, Manpower Group @michailtakach
11:30 AM ET
11:30 AM ET
Presentation: Designing for the Continuum
Conventional wisdom suggests more channels equal more touch points and thus more opportunities. But what if this is wrong? T3’s Ben Gaddis believes brands should be designing across a spectrum of channels as a single user experience. The brands that will win are those who understand how consumers flow naturally across digital, mobile, wearable, car, home and ultimately IoT – designing for a continuum of interactions as opposed to a series of parallel potential touch points.
- Presenter
- Ben Gaddis, President, T3 @bendgaddis
12:00 PM ET
12:00 PM ET
Roundtables
Cross-Channel Playbook: Email and Mobile - Keith Pape, VP, Marketing & Digital Engagement, One+K
Cross-Channel Playbook: Content and Native - Lori Anderson Ulanoff, Digital Center of Excellence, WhiteWave Foods Company
Cross-Channel Playbook: Synchronizing Internal Comms - Aaron Harvey, Co-founder/ECD, Ready, Set, Rocket
1:00 PM ET
1:00 PM ET
Lunch
South Mountain Patio
2:00 PM ET
2:00 PM ET
Horseback riding
Hiking in South Mountain Park Preserve
Hiking in South Mountain Park Preserve
2:00 PM ET
2:00 PM ET
2:00 PM ET
2:00 PM ET
6:30 PM ET
6:30 PM ET
Cocktail PartyPalm 3CD Patio
7:30 PM ET
7:30 PM ET
Dinner ReceptionPalm 3CD Patio
Saturday, 02/27
7:30 AM ET
7:30 AM ET
Registration Opens
8:00 AM ET
8:00 AM ET
Breakfast
9:15 AM ET
9:15 AM ET
Presentation: Breaking Bad: 12-Step Program for a Healthy Customer Experience
Join Ethology’s Chris J Snook (aka Walter White reincarnated) for a practical and interactive session that will help you optimize a purpose-focused strategy aligned to current business goal. Audit and enhance your implementation with human-centric tactics and data-fed iterations. Leave with a clear plan to stop valuing what is measured more than you measure what is truly valued.
- Presenter
- Chris J. Snook, Brand Humanizer, Ethology @chrisjsnook
9:45 AM ET
9:45 AM ET
Panel: Attribution’s Evolution
Is attribution a moving target that's stuck in a rut? What are the news ways we should be looking at attribution, beyond channel efficacy or cost-per-conversion? How are the twin specters of ad clutter and human traffic affecting its evolution? If conversions no longer necessarily lead to ongoing returns, does the industry have to start thinking about campaign measurement in a different light? How are online behaviors being matched to the plethora of offline and transactional data sets out there?
- Moderator
- Erik Sass, Editor, Publishers Daily, MediaPost
- PanelistS
- Juan Lesmes, Director Digital Media Strategy, iCrossing
- Shruti Tiwari, Associate Media Director, SapientNitro
- Charity Webb, Senior Manager, Media, USAA @cabelascharity
10:30 AM ET
10:30 AM ET
Roundtables
Humanizing Customer Acquisition - Chris J. Snook, Brand Humanizer, Ethology
Attribution’s Evolution: Getting Better All the Time? - Erik Sass, Editor, Publishers Daily, MediaPost
11:30 AM ET
11:30 AM ET
Conference Concludes