2014 Data

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We have quite the range of sessions lined up for this can't miss summit, so there is something for everyone. Below you can find in-depth descriptions of each to help you best choose your breakout sessions as well as get an inside look into exactly what you will learn during the keynote, panel discussions, fireside chats, and case studies. 

Keynote: Mastering Marketing & Measurement in a Data-Driven Environment

Market Mix Models, Programmatic, Viewability, Data Management Platforms, Attribution Models, and more – today’s marketers are bombarded by tech-heavy buzzwords. How can marketing and measurement professionals take a simple approach that turns these buzzwords into a strategy of driving continual marketing effectiveness improvements? Aaron Fetters will share how Kellogg has organized for and implemented leading-edge capabilities in this space and his principles for mastering measurement in today’s data-driven environment.


Panel: Building a Data-Driven Marketing Organization

In this session you’ll hear real case examples from marketers and data scientists, from both newer and legacy brands, who are transforming their systems to accommodate the data deluge and improve on their marketing. They will cover the people, the structures, the technologies, and the tools necessary to stay ahead.


From Multi-Device to Cross-Device: Where Are We?

Up until now cross-device targeting, although available, has not been reliable. Multi-device tactics have relied on KPI’s that are independent of one another; and it has been difficult to track or measure what tactic actually stimulated the conversion other than last click attribution. There are limitations with cookie-based data, so how are companies evolving to find different cross-device targeting solutions for marketers in digital and mobile media?

Forrester Analyst Jennifer Wise will discuss consumer behavior, and the opportunities and challenges of marketing to and tracking consumers across devices. This session will include a case study on how Ski Salt Lake (now called Ski City) has approached multi-device, multi-tactic success metrics. You’ll also be part of the discussion regarding what’s next. How will marketers up their game, what has to change in order to do so, and what can the audience do now to help move the industry forward? This is a can’t miss session.


Lessons From the Public Sector: How the City of Boston Is Leveraging the Data Deluge

Data, data, data – most of us are drowning in it. As our businesses grow and technology allows us to capture more if it, how can it be used in a way that benefits the customer? In this session, attendees will learn how the City of Boston is harnessing data and predictive analytics to improve its products and customer experience, becoming more transparent, and making itself accountable in the over 500 different public services the city provides its residents. Jascha Franklin-Hodge, Chief Information Officer of the City of Boston, will share how the Department of Innovation & Technology is turning big data into a competitive advantage, evolving products and service in a way that puts the customer first.


Fireside Chat: Adopting Attribution Analysis

How do companies make the move to a new way of tracking and evaluating marketing activity? What are the challenges and pitfalls organizations face during the process? How do companies really use this data to make smarter business decisions?

These business problems are the main obstacles underlying why organizations have taken so long to start adopting attribution analysis. Everyone conceptually agrees that building out an attribution platform is the right thing to do, but 90% of companies haven’t made it happen yet. In a fireside chat, Tom Hubbard of Kaspersky Lab will share how he is globalizing attribution. This session will teach the audience how to make it happen and the benefits.


Demo: Leveraging Self-Service Business Intelligence to Drive Marketing Analytics & Insight

Advancements in the BI technology ecosystem and the application of these capabilities to marketing analytics has enabled better, faster, and more accurate insight. In addition to the advancements in technology, marketing organizations look to embrace analytics and put the tools that support them into the hands of the decision makers in a “self-service” way. Typically organizations adopt analytics (and the supporting technology) across the enterprise according to the principles of "the analytics driven organization." This session will introduce an Analytics Maturity model that enables an analytics-driven marketing organization to assess current proficiencies, and understand the capabilities required to achieve its desired state of analytics maturity. This discussion will also cover the alignment of technology solutions at the various levels of the Analytics Maturity model, as well as the drive toward “self-service,” easy to use analytics. Finally, the presenter will demonstrate the use of real-time data acquisition and analytics to drive marketing insight.


Workshop: Advanced Social Media Analysis

In this session, learn three powerful methods for getting more out of your social media metrics and analytics that go beyond just the numbers that you’re given. You’ll be working with your own live data, so be sure to bring a laptop or tablet (depending on what you’re most comfortable with) as well as access to your social media analytics data. You should be comfortable using spreadsheet software, as well as exporting data in CSV format from social networks to your desktop or device. When the session is over, you’ll have a hand-crafted analysis of the social media metric of your choice and understand how to interpret it intelligently, glean insights from it, and build strategy on top of it.


Integration of Online & Offline Data

Completing the 360 degree view of customer behavior for marketing and analytics requires the integration of online and offline data. Connecting the dots is complex and imperfect. Success can lead to a robust brand experience across all channels, driving increased profits on lower costs. Paul Lazorisak will share his experiences in stitching together customer behavior across all channels and successfully utilizing this data in marketing and analytics.


Panel: Audience Targeting Trends & Innovations

With countless data points now available, which are the right ones to identify and reach your target audience? And once you know who to target, how do you manage to reach them across the right screens, at the right time, with the right message? In this session, a panel of valued sponsor partners will discuss how to use and implement data for audience targeting best practices.


Insight Presentation: Innovations in CRM Systems

While CRM goals remain the same as two decades ago, web technology has changed how we can do things, and the types and volume of data have increased exponentially. James Barrett of Rue La La will use case examples to show how to use personalized contacts to drive increased conversion and long-term value.

In this session you’ll learn:

  • Differences in testing online and offline

  • Tradeoffs when building personalization infrastructure

  • Importance of tying your personalization process to your entire company

  • Foundations for sending the right message to the right person at the right time.

Panel: Data-Driven Personalization & Relevance

Today, targeting consumers based on a slew of criteria (behavioral, demographic, transactional, and location-based) is only the beginning of reaching them. Best-in-class brands collect data about consumers each time they interact with them, then use that history to drive smarter, more relevant experiences for those consumers in the future. This panel brings together brands and marketers who are on the path to personalization – increasingly moving from one-to-many messaging to one-to-one engagements. Attendees of this session will walk away inspired by strategies, tools, and best practices that they won’t want to wait to implement upon their return to their desks the following day.


Walking Tour: Microsoft Technology Center

This is your opportunity to see, touch, and play with the technology innovations housed in the building: including robots, touch screens, and heat, motion, and facial expression sensors. Use your imagination to envision a more connected future for both the consumer and brand. Space is limited. First come first served. Please sign up at the registration desk upon arrival.


The Consumer-First World: 8 Digital Trends Changing the Way Consumers Connect with Brands

You’ll have an opportunity to see the technology innovations housed in the building, including robots, touch screens, and heat, motion, and facial expression sensors. You’ll have a chance to touch and play with these tools. Use your imagination to envision a more connected future for both the consumer and brand.