Agenda

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Wednesday, June 19

Founder's Courtyard

Thursday, June 20

7:30 AM
Registration Opens
8:00 AM
Full Breakfast
8:45 AM
Opening Remarks
MC
Steve Smith, Editorial Director, Events, MediaPost
9:00 AM
Can Oreo's "Dunk in the Dark" tweet success be repeated? Adriana Llames Kogelisis the VP of Sears Holdings Digital Marketing Division and the social media marketing leader behind Kmart's new "Ship My Pants" and "Big Gas Savings" online viral sensations. She will take us through how companies are using real-time marketing including some of the best cases available today, including #ShipMyPants. In a world where Millenials see Facebook as too slow, real-time marketing is a 'must do' for companies looking to put relevant messaging in front of customers.
Keynote
Adriana Llames Kogelis, Division Vice President, Mobile + Social Media Marketing, Sears Holdings
9:30 AM
Data is not just "big". In order for data-driven marketing to transform customer experiences, to help marketers do predictive modeling, and to respond to events in real time, analytics must run wide and deep throughout an organization. In our opening panel we ask marketers and agencies to share the state of data driven marketing in their organizations and the early learnings about proliferating these new sensibilities. How are they turning spreadsheets and DMP dashboards into greater customer engagement? Is this the revolution in marketing some vendors would have us believe?
Moderator
Stephanie Miller, VP, Member Relations and Chief Listening Officer, Direct Marketing Association
PanelistS
Todd Cullen, Global Chief Data Officer, Ogilvy
Kevin Geraghty, Senior VP, Advanced Analytics & Decision Sciences, 360i
Raghu Kakarala, CTO, Engauge
Anita Shaw, VP, Online Advertising , Union Bank
Jason Smith, Director of Customer Engagement, Holt Cat
10:15 AM
Bigger is not smarter, and data for its own sake is not a strategy. The first, best use of big data is deciding what scale and blend of online and offline inputs matter toward marketing goals. How are marketers learning to focus the torrent of available sources, assess the quality of each and apply analytics to get answeres to just the right questions? The art of this emerging science comes in knowing the problem you are trying to solve and which data sets will get you there. This panel turns from the strategic to the tactical. Whether it involves finding the right online ad target, crafting the right offer and projecting customer response or charting market shifts, how can marketers distinguish signal from noise? How are they ensuring that data serves the company’s needs and not the other way around?
Moderator
Peter Krieg, President and CEO, Copernicus
PanelistS
Rick Erwin, President, Experian Marketing Services
Dan Gallagher, EVP, Booyah
Chris Greene, VP of Business Development, Yieldbot
Keith Pape, Senior VP Social Media & Community Engagement, 1K Agency
Shannon Rudd, General Manager, Digital, Bonnier Corp.
11:00 AM
In a landscape where one Super Bowl tweet can make a cookie relevant, brands have to move faster than ever to reach their consumers in unexpected ways. Mandy Cudahy, social media manager for Sharp Electronics, and Mauricio Aguayo, senior social strategist at ROKKAN will delve into the #SwaysFirstTV real-time marketing stunt, sharing deep insights into the best practices of successful real-time-response initiatives in an oversaturated social marketplace.
PresenterS
Mauricio Aguayo, Director of Digital Strategy, Click 3X
Mandy Cudahy, Social Media Manager, Sharp
11:30 AM
Holistic customer views, integrated marketing and a silo-free world are great talking points, but in the end budgets still must be drawn. Someone has to determine how money gets distributed and how ROI is determined across channels. As the data inputs and communication outputs continue to fragment, attribution becomes an art that is as dark as it is necessary. Are marketing executives handling this challenge via complex algorithms, data management platforms, or guesswork and gut? Attribution is the next big challenge in a data-driven world, and no one can claim to completely solve this perennially evolving problem. But, how are marketers handling attribution right now?
Moderator
David Ip, Senior Business Lead, BlueCross and BlueShield of Illinois, Texas, Oklahoma & New Mexico
PanelistS
Ryan Bonifacino, VP, Digital Strategy, Alex and Ani
Chris Knoch, VP Strategic Solutions, IgnitionOne
Jarvis Mak, SVP of Customer Success, Rocket Fuel
Manu Mathew, CEO, VisualIQ
12:15 PM
Does Your Brand Need a Big Data Strategy? - Table Lead: Stephanie MillerVP, Member Relations and Chief Listening Officer, Direct Marketing Association
Getting Attribution Beyond Guesswork - Table Lead: Chris KnochVP Strategic Solutions, IgnitionOne
Mapping Data Sets Against Goals - Table Lead: Peter KriegPreisdent and CEO, Copernicus
1:00 PM
Lunch
1:15 PM
Sponsor Luncheon Presentation
Golf at Whistling Straits - Irish Course
Golf at Blackwolf Run - Meadow Valleys Course
Fishing Charter out of Port of Sheboygan
Horseback Riding at River Wildlife
Yoga Class overlooking Wood Lake

Friday, June 21

7:30 AM
Registration Opens
8:00 AM
Full Breakfast
9:00 AM
The now famous Oreo moment at this year's Super Bowl set every CMO's imagination whirling. Having the tenacity, creativity and corporate judgment to insert oneself into a cultural conversation that has nothing to do with your product was a bold move that suddenly everyone wanted to mimic. But it raises an important question about how marketers make use of the data, the social channels and the content marketing tools now available to them. Does a brand need or want to be in real-time conversation with the culture? Do you really need a “newsroom” that keeps you ever present on social platforms? Is rapid response even appropriate to every brand? What kind of team does it require?
Moderator
Bryan Boettger, Chief Creative Officer, The Buddy Group
PanelistS
Scott Carlis, VP Digital and Social Media, AEG Global Partnerships
Denise Humphreys, Director, Digital Marketing, PGA Tour
Bill McKeveny, VP, Brand Development, Conversation
Caitlin Moyer, Senior Manager, Advertising & Marketing, Milwaukee Brewers
Tom O'Keefe, Founder/Chief Executive Officer, O'Keefe, Reinhard & Paul
9:45 AM
Brand marketing is evolving at a lightning fast pace, with access to massive amounts of data that can help you find your ideal audience ... and those who will love your brand. The challenge is to make sense of all of the signals and make complex assumptions, using real intelligence and real-time feedback, to make sure your ads have an impact. Join Diya Jolly from Google for a look at the future of brand marketing and how a new “database of affinities” can help you win over your audience for the long haul.
Presenter
Diya Jolly, Sr. Product Manager, Google
10:15 AM
All of the data, connectivity, social involvement and technology now driving brand communications really is aimed at a very human, non-technological objective – a more intimate understanding of the customer and more personal contact with her. Now we talk about a 'customer journey' instead of a 'purchase path,' a 'consumer experience' with the brand rather than a series of interruptive 'touchpoints.' But how are all of the numbers and the inputs adding up to this so-called "one true view" of the customer? What are brands learning about them we didn’t already know? Are brands really giving the customer a new and different kind of authority than they did before? Is the customer centric view something more real than a talking point? And once we get beyond the buzzwords, how is our heightened understanding really being deployed across different products and brands?
Moderator
Adam Lavelle, CEO, core audience, Chief Strategy Officer, iCrossing
PanelistS
Phil Davis, CEO, Rapleaf
Diane Kegley, CMO, RichRelevance
Vejay G. Lalla, Partner, Entertainment, Advertising, and Promotions Group, Davis & Gilbert LLP
Paula Wang, Senior Manager, Marketing Platforms, Cisco Systems
11:00 AM
For Don Draper it was so easy. But the days of the big brand idea, annual master plan and leisurely TV spot shoots may be over as data and the lure of optimization change the fundamentals. A customer-centric approach to brand relationships requires not only always-on feedback loops but infrastructures designed to change course, iterate a campaign, and evolve with feedback. How is the data feed changing the role and nature of messaging? Can the analytics team really talk with the creative, and will the creatives listen? How do you build campaigns from the start that accommodate inevitable iteration and change? Members of both the agency and marketing side discuss how real time, data driven marketing may turn our attention from the one “big idea” to a series of little but more effective and better targeted ones. In the process, this new sensibility could change the relationship between agency and client as well.
Moderator
Tim Hanlon, Founder and CEO, The Vertere Group, LLC
PanelistS
Laura DeGraff, Assistant VP Digital Marketing , Barclaycard
Michael Friedman, Online Marketing, The Golf Channel
Apu Gupta, Founder/CEO, Curalate
Fahad Khan, Chairman and CEO, One Public, Inc.
Lori Laurent Smith, Vice President, Director of Digital Strategy, Cramer-Krasselt
11:45 AM
Do you need rapid response branding? - Table Lead: Bill McKevenyVP, Brand Development, Conversation
The fate of creative in an age of analytics - Table Lead: Rob Sprungman, Director of Sales, PlaceIQ
Lessons in campaign optimization - Table Lead: Tim HanlonFounder and CEO, The Vertere Group, LLC
12:45 PM
Lunch
1:00 PM
Sponsor Luncheon Presentation

Golf at Whistling Straits - Irish Course
Golf at Blackwolf Run - Meadow Valleys Course
Kayaking on the Sheboygan River
Trap Shooting at River Wildlife

Saturday, June 22

7:30 AM
Registration Opens
8:00 AM
Continental Breakfast
8:30 AM
The data that Google, Bing and Yahoo leverage turns “dumb” messages into highly targeted digital advertising. These are some of the best examples we have had of actually leveraging "big data" concepts in the marketplace. Now, the rest of marketing is utilizing the same concepts and transforming how we measure brands, engage with consumers and drive innovation. Paul Barrett of Accenture Interactive will report on the fusion of data-driven marketing with the rich streams of data arising from private, public and paid sources to predict the changes that marketers should expect in the coming years.
Presenter
Paul Barrett, Senior Manager - Big Data Practice, Accenture Interactive
9:15 AM
As marketing relies ever more on real time inputs and automated outputs, everyone from product managers to creatives, media buyers to social managers will be challenged by charts, spreadsheets and algorithms. Marketing is starting to look like Wall Street circa 2000 as math Ph.Ds, probability algorithms and code jockeys became the hot properties. How do companies staff and train for marketing processes that all involve analytics and real time feedback? What are the skill sets that will be most productive? It is not just who you hire. It's also how you communicate metrics that matter throughout the organization in ways people will use rather than flee.
Moderator
David Levy, Co-Founder, true[X] Media
PanelistS
Brad Fuller, U. S. Managing Director, RIVET Global
Tim Letscher, Director of Digital Strategy and Analytics, Colle + McVoy
William Stentz, Director of Marketing Analytics, Carmichael Lynch
Jeff Zabel, Co-founder and Chief Product Officer, Datahero
10:00 AM
As marketers’ focus continues to shift away from the great paid media gold rush of the last century and into a more nuanced balance of earned, owned and paid, the role for the traditional agency may be in jeopardy. As brands come in closer contact with consumers via content marketing and social channels, they often prefer keeping control in house where oversight and accountability are clear. The rise of data as a marketing force raises important questions over ownership, data governance and data stewardship -- where these deep mines should be kept. What is the relevance of the agency here and what do marketers now expect? Is the agency as we have known it obsolete?
Moderator
David Goetzl, Senior Editor, MediaPost
PanelistS
Jon Bond, Editor-at-Large, MediaPost
Eric Fischer, Director of Media, Sponsorship and Media Analytics, LifeLock Inc.
Pradeep Kumar, VP, Strategic Analytics Director, Draftfcb Chicago
Katherine Patterson, Global Marketing Communications Manager, Growth Initiatives, GE Healthcare
Paul Williamson, President, Amplifi US, AEGIS MEDIA
10:45 AM
Do marketers still need an agency? - Table Lead: Paul Williamson, President, Ampflifi US, AEGIS MEDIA
Staffing challenges for an age of new math - Table Lead: David LevyCo-Founder, SocialVibe
11:45 AM
Conference Concludes