Agenda

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Wednesday, August 24

6:00 PM Pavilion

Thursday, August 25

7:00 AM
Registration Opens
8:00 AM
Breakfast
8:15 AM
Day 1: Organizing for Success The Summit opens by looking inward - at how reorganization, focusing on execution and assembling the right mar tech stack are driving cross-channel success.
8:45 AM
MC
Steve Smith, Editorial Director, Events, MediaPost
9:00 AM
As marketers, the decisions we make have economic consequences. Now more than ever, we are challenged with an increasingly fragmented purchase funnel in a shifting media and marketing landscape. How do we reconcile the ever evolving, shifting customer journey to set a path so our efforts will have positive economic consequences? Are we chasing solutions in search of a problem? Join Randy as he shares the good, the bad and gives contemporary meaning to the theory of relativity as it applies to today’s brand marketing challenges.
Keynote
Randy Davis, CMO, Friendly's Ice Cream
9:30 AM
It takes a village to plan and execute effective interactions with the fragmented consumer across her purchasing journey. And yet genuine cross-channel marketing is at odds with even the smallest organizations and their fiefdoms. We ask our panel of marketers how they are at least starting to dissolve internal discord around budgets, KPIs, goals, or just inertia and tradition. Shared incentives, goal-setting, collaboration, communication, targeting, responsibility all become critical but frustrating to achieve. Where do you start?
Moderator
Ben Gaddis, Chief Innovation Officer, T3
PanelistS
Mike McLaughlin, Managing Director, Digital, West Coast, Mindshare North America
Allison Ritt, Sr. Mgr, Email Marketing, Discover
Ethelbert Williams, CMO, Instanatural
10:15 AM
Cross-channel marketing in theory is easy, but putting it in practice is a daunting task. How do you structure your internal team? How do you manage communication with multiple vendors? And how exactly do you make sure each channel is doing its part (and launching on time). This session will dive into specifics on how to execute cross-channel marketing without losing your mind, complete with campaign planning, examples, and challenges, wins and lessons learned (and still learning) along the way.
Presenter
Erin Everhart, Senior Manager, Media Strategy, The Home Depot
10:45 AM
In the wake of the ANA’s blockbuster report/expose on less-than-transparent agency practices in digital media buying, what is the state of client/agency relations moving forward? One we get beyond the finger pointing and rebuttals what new practices need to be put in place – for contracts, full disclosures, properly valuing services?
Moderator
Andrew Eklund, CEO and Co-Founder, Ciceron
PanelistS
Curtis Smith, Media Lead, NA, Accenture
David Song, Managing Director, Barker
Stacy Vargas, Manager, Digital Marketing, PGA Tour
11:30 AM
When, where and how does this torrent of marketing technology really work towards connecting with audiences? We hear about all of the technical and data driven capabilities of big guns in the market, DMPs and marketing clouds and their goals of touching customers with more relevant stories.  But is this happening in practice? How do they work when they work? We ask marketers to share real-world examples of these data-driven tools in action.
Moderator
Susan Noonan, Executive Director of Media and Analytics, Butler, Shine, Stern & Partners
PanelistS
Bruce Carlisle, Consultant
Tom Johnson, CRM Lead, Clorox
12:00 PM

Breaking Down Silos -   Ethelbert WilliamsCMO, Instanatural

Meeting The Execution Challenge - Ben Gaddis, Chief Innovation Officer, T3 

Vetting The Mar-Tech Vendors - Susan Noonan, Executive Director of Media and AnalyticsButler, Shine, Stern & Partners

1:00 PM
Lunch
1:10 PM
Golf at Squaw Creek course
ATV Tour on the Rubicon Trail
Cable car to High Camp for swimming (heated), cocktails and roller skating
6:00 PM Lake Tahoe
Aboard the famous 'Tahoe Gal' steamboat on Lake Tahoe
Gar Woods Restaurant & Pier, along the shores of Lake Tahoe

Friday, August 26

7:30 AM
Registration Opens
8:00 AM
Breakfast
8:15 AM
Day 2: Refining The New Data Oil Day 2 of the Summit drills into how marketers find the right data to understand and meet their customers in the right time and place.
8:45 AM
Nissan recently penned the widest-reaching sponsorship deal in the history of collegiate sports, the "Nissan College 100."  Learn how Nissan leveraged the latest mobile tech and an omni-channel strategy to create the Diehard Fan App — allowing college sports fans to unleash their inner fanatic and connect to the brand with meaningful actions beyond the usual KPIs.
Keynote
Robert Brown, Senior Manager, Interactive Marketing, Nissan North America
9:15 AM
ID matching across channels and devices remains the bug in the system of executing cross-channel efforts. Without the holy grail of true deterministic tracking with a universal ID, everyone makes do – but how? We ask out panel to share lessons not only in how they strive for a unified view of their consumer but also how they integrate the flow of data among internal groups, platforms, agencies and third parties.
Moderator
John Ellett, CEO and Founder, nFusion
PanelistS
Bruce Hershey, VP, Retail Brand Marketing, TailoredBrands
Jamie Lewis, Managing Director, Digital, Campbell Ewald
9:45 AM

Every brand “plans” to get to proper attribution modeling any time now. But where to start? Equifax’s Director of Media Strategy & Optimization walks us through the steps – from securing necessary internal approvals to synchronizing teams and agencies, ensuring accountability and proving out results. Where to start? Here.

Presenter
Nicole Keiter, Director, Media Strategy & Optimization, Equifax Personal Information systems
10:15 AM

Data takes discipline. There is so much, of such varying quality, marketers need to filter out the noise and the junk to decide which data really drives business outcomes. How are they doing it? We ask our panel to share what data points are proving to be of less value than ever before. How are they resisting the data the market wants to give them and staying focused on finding, vetting and executing on the consumer information that truly fits their need and maps against the customer journey.

Moderator
Daryl Travis, Founder & CEO, BrandTrust
PanelistS
Delmus Credle, Director of Strategic Planning, Sensis
Jennifer Pelino, VP - Brand Media, Omni Channel Media, 8451
Lisa Penelton, SVP Marketing Science, Critical Mass
Crystal So, Director Strategic Insights, Constellation Brands
11:00 AM

Congratulations- you’ve got new technology! Surely this is the final water stop in your planning, people, and process marathon and now that the deal is signed, luxurious vacations and high ROAS await. Reality check- the work has just begun. 

It is time to reconcile what you’ve been sold and told with where value is found. How do you now aling the tech with your company’s business conditions, culre and resources? How do you define metrics that matter to everyone? You’ve got mar-tech. Now what?

Presenter
David Lawson, Senior Marketing Technology Manager, Data & Analytics, Clorox
11:30 AM

Social is not just a channel. It is a barometer. Here is where marketers can understand how their brand is resonating with prospective and existing customers in terms of messaging relevance, market geography, engagement. The VP of Marketing for innovative healthy frozen food maker Luvo shares how she optimizes social to serve as a gauge and a guide to her cross-channel strategy.

Interviewee
Leora Schachter, VP of Brand Marketing, Luvo Foods
Interviewer
Ross Fadner, Director, Event Programming, MediaPost
12:00 PM

What Is That DMP Of Yours Good For, Anyway? - Daryl Travis, Founder & CEO, BrandTrust

Getting Started With Cross-Channel Attribution - Nicole Keiter, Director, Media Strategy & Optimization, Equifax Personal Information systems

Mapping Customer Journeys - Jennifer Pelino, VP - Brand Media, Omni Channel Media, 8451

1:00 PM
Lunch
1:10 PM
Golf at Coyote Moon Course
Horseback Riding at Alpine Meadows
Lake Tahoe Kayak Tour
6:30 PM Sun Plaza Deck
7:30 PM Spa Deck

Saturday, August 27

7:30 AM
Registration Opens
8:00 AM
Breakfast
8:15 AM
Day 3: Channel Checking We close the summit by focusing on specific tactics and how marketers are integrating them into the cross-channel mix: content, social and mobile.
8:45 AM
Welcome to Marriott’s M-Live, the real-time marketing and brand newsroom that both monitors and crafts content across the company’s 19 brands. From social mentions to delivering perks to a customer’s hotel room, M-Live knits together every imaginable touchpoint to create a new generation of brand relationship its customers. Marriott’s Matthew Glick brings us into the command center.
Keynote
Matthew Glick, Senior Director of Creative + Content Global Marketing, Marriott
9:15 AM
Successfully tracking and targeting customers across their journey is a hollow goal if your brand has nothing relevant to say to that particular customer at that moment and place along her path. This takes more than the fashionable brand newsroom. Where do marketers start in aligning messaging strategy, creation and execution with moments?
Moderator
Erick Mott, Co-creator, Blogger & Speaker, Creatorbase
PanelistS
Laura Crafton, Integrated Marketing Manager, Angie's List
Libby Duncan, Marketing Manager, Merit Music
Freeman Setrana, Digital Marketing Manager, Paid Media - Online Marketing, The Home Depot
Denise Zimmerman, President, Chief Strategy Officer, NetPlus Marketing, Inc.
10:00 AM

Uber was born on mobile and arguably one of the most successful businesses made possible by the rise of the app. But as customers spend more of their time in social media, on chat apps with IoT devices, how does even this most forward-leaning brand stay close to customers when they most need a ride? We end our summit on cross-channel marketing asking Uber’s Senior Growth Marketing Manager how he picks and rejects the next channel to enter. 

Interviewee
Keith Posehn, Senior Growth Marketing Manager, Uber
Interviewer
Ross Fadner, Director, Event Programming, MediaPost
10:30 AM

What Does A Content Strategy Look Like? - Denise Zimmerman, President, Chief Strategy Officer,   NetPlus Marketing, Inc.

Emerging channels To watch - Keith Posehn, Senior Growth Marketing Manager, Uber

11:00 AM
Conference Concludes