Agenda
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Wednesday, June 19
6:00 PM
Thursday, June 20
7:30 AM
Registration Opens
8:00 AM
Full Breakfast
8:15 AM
8:45 AM
Opening Remarks
9:00 AM
Keynote
9:30 AM
Data Goes Wide and Deep: The New Math of Marketing
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. As we get beyond the land grab of buying up data good and bad, how are marketers moving onto the next stage and transforming their companies by making data an everyday marketing resource? We start the Brand Marketers summit by asking marketers 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? How do they expect the gushers of data inputs to change how products are designed and brought to market and how they respond to market changes and customer needs? Is this the revolution in marketing some of their vendors would have them believe?
- Panelist
- Kevin Geraghty, Senior VP, Advanced Analytics & Decision Sciences, 360i @kquant
10:15 AM
Smarter, Not Bigger: Right-Sizing And Quality Checking The Data Flow For Your Goals
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 really matter to a marketing goal. How are marketers learning to focus the torrent of available sources, assess their quality and apply analytics to just the right question? The art of this emerging science comes in knowing the problem you are trying to solve and which data sets get you there. We turn from the strategic to the tactical in our next panel. 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?
11:00 AM
Case Study
11:30 AM
Attribution in a Seamless World: The ROI God's Still Must Be Served
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 ROI 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. How 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 solve this perennially evolving problem. But how are marketers handling it now?
- Panelist
- Ryan Bonifacino, VP, Digital Strategy, Alex and Ani
12:15 PM
Roundtables
Does You Brand Need a Big Data Strategy?
Getting Attribution Beyond Guesswork
Mapping Data Sets Against Goals
Data Governance: Ownership, Housing and Policies for Use
Getting Attribution Beyond Guesswork
Mapping Data Sets Against Goals
Data Governance: Ownership, Housing and Policies for Use
1:00 PM
Lunch
1:15 PM
Sponsor Luncheon Presentation
2:15 PM
Golf at Whistling Straits - Irish Course (ranked #3 in Golf Digest's 2012 TopAmerican Public Golf Courses)
Skeet Shooting
Kohler Design Center & Museum Tour
Fly Fishing
Skeet Shooting
Kohler Design Center & Museum Tour
Fly Fishing
6:30 PM
7:30 PM
Dinner
Friday, June 21
7:30 AM
Registration Opens
8:00 AM
Full Breakfast
8:15 AM
8:45 AM
Keynote
9:15 AM
How Real Time Does a Brand Need to Be, Anyway?
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 in 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? These are questions both strategic and tactical. Is rapid response even appropriate to every brand? What kind of team does it require? Who is empowered to speak on behalf of the brand in real time and whose head rolls when things go awry? But more to the point, does this sort of involvement in the cultural conversation really have an effect on the market and the customers you want?
10:00 AM
Case Study In Rapid Response Branding
10:30 AM
Can I Help You? Building a One True View Of the Always on Customer
All of the data, connectivity, social involvement and technology now driving brand communications really is all –aimed at a very human, non-technological object – 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 all of the numbers and the inputs are adding up to this so-called "one true view" of their 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 buzzword, how is it really being deployed across different products and brands?
- PanelistS
- Ken Burbary, Chief Digital Officer, Campbell Ewald
- Vejay Lalla, Partner, Entertainment, Advertising, and Promotions Group, Davis & Gilbert LLP
- Adam Lavelle, CEO, core audience
11:15 AM
The End of the Campaign: Can Your Brand Learn To Pivot, Iterate And Optimize?
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 changes the fundamentals. A customer-centric approach to brand relationships requires not only always-on feedback loops but marketers and infrastructure 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 could change the relationship between agency and client as well.
12:00 PM
Roundtables
Do you need rapid response branding?
The fate of creative in an age of analytics
Lessons in campaign optimization
Do brands and products have social identities?
The fate of creative in an age of analytics
Lessons in campaign optimization
Do brands and products have social identities?
1:00 PM
Lunch
1:15 PM
Sponsor Luncheon Presentation
2:15 PM
Golf at Blackwolf Run - Meadow Valley (ranked #15 in Golf Digest's '12 Top100 Greatest American Public Golf Courses)
Fishing Charter
ATV Outing
Horseback Tour
Fishing Charter
ATV Outing
Horseback Tour
7:30 PM
8:30 PM
Saturday, June 22
7:30 AM
Registration Opens
8:00 AM
Full Breakfast
8:15 AM
Sponsor Breakfast Presentation
8:45 AM
Keynote Conversation: Experience, Data, Real-Time…Oh My! What Is A Brand Now?
Data driven marketing…real time response to customers and the cultural zeitgeist? Consumer experience? These are the buzzwords, but how are these broad and intertwined concepts related to a brand marketer’s mission. Can they be brought down to size and understood by the marketers as they make day-to-day decisions? Do they fundamentally change our understanding of what a brand is and how It relates to the customer? Is a brand a conversation now? Is a brand a customer experience? Is a brand an avatar, with personality and values? We culminate our three day retreat by reflecting on the implications of some of the big questions that the latest trends raise for anyone contemplating the future of corporate or product brands.
9:15 AM
Marketers Or Math Whizzes? Staffing For The New Data Industrial Complex
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 process 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 but how do you communicate throughout the organization the metrics that matter in ways people will use rather than flee?
10:00 AM
Do You Still Need An Agency?
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 brand 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 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
- Joe Mandese, Editor-in-Chief, MediaPost
- PanelistS
- Jon Bond, Chief Tomorroist, Tomorro LLC
- Paul Williamson, President, Amplifi US, AEGIS MEDIA
10:45 AM
Roundtables
What Is a Brand?
Do marketers still need an agency?
Staffing challenges for an age of new math
Do marketers still need an agency?
Staffing challenges for an age of new math
11:45 AM
Conference Concludes
