Agenda

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Wednesday, August 24

6:30 PM Pavilion

Thursday, August 25

7:00 AM
Registration Opens
8:00 AM
Breakfast
8:15 AM
8:45 AM
Opening remarks
9:00 AM
Keynote
Randy Davis, CMO, Friendly's Ice Cream
Day 1: Organizing for Success Cross-channel marketing takes an infrastructure to support it. We open the Brand Insider Summit asking marketers to share their challenges and advice for building both internal organizations to support cross-channel. Also critical to success is the tech behind the plan. Finally we tease out the challenge of actual execution and offer practical advice.
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
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
Khartoon Weiss, SVP Business Development, MDC Partners
11:15 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
Horseback Riding at Alpine Meadows
Biking at Squaw Creek
Cable Car to High Camp for Swimming (heated), Cocktails and Roller Skating
6:30 PM

Friday, August 26

7:30 AM
Registration Opens
8:00 AM
Breakfast
8:10 AM
8:30 AM
8:45 AM
Keynote
Robert Brown, Senior Manager, Interactive Marketing, Nissan North America
Day 2: Refining the New Data Oil Data is the fuel driving the cross channel machine, but how are marketers actively tracking their users across their devices and purchase journeys? With so much data now available the important question we ask is what not to use? And how can marketers begin to build attribution models that really track and allocate investment across channels?
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
Panelist
Shane Ginsberg, President, EVB
9:45 AM
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.

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, Marketing analytics Manager, Constellation Brands
11:00 AM
Presenter
David Lawson, Senior Marketing Technology Manager, Data & Analytics, Clorox
11:30 AM
Presenter
Keith Posehn, Senior Growth Marketing Manager, Uber
12:00 PM

What Is That DMP Of Yours Good For, Anyway? 

Getting Started With Cross-Channel Attribution

Mapping Customer Journeys

1:00 PM
Lunch
1:10 PM
Golf at Coyote Moon Course
ATV Tour on the Rubicon Trail
Lake Tahoe Kayak Tour
6:30 PM Golf Course
7:30 PM Sun Plaza Deck

Saturday, August 27

7:30 AM
Registration Opens
8:00 AM
Breakfast
8:15 AM
Day 3: Channel Checking: Content, Mobile Social On our final day of the Brand Marketing Cross Channel Summit we focus on the integration of three key media types and channels – content strategy, mobile and social. In recent years each has been evolving as its own hot new thing. But how does each enhance and extend a fully integrated approach to the customer journey?
8:45 AM
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
Panelist
Denise Zimmerman, President, Chief Strategy Officer, NetPlus Marketing, Inc.
9:45 AM

It is at once a customer relationship channel, a unique and rich data source, a media venue, a content channel, and often a black hole of investment. But the ROI of social platforms as amorphous to many as are the ever-changing platforms themselves. Where does social fit within the larger marketing mix now? 

10:15 AM
By reputation low in conversions, short on attention spans, spare in available data and ROI. Lets put mobile in context. How does it really integrate with a cross-platform program? We ask marketers who are using the platform creatively and for its singular strengths to show the specific role it plays in complex efforts. How can mobile both amplify a campaign but also contribute to show.
10:45 AM

What Does a Content Strategy Look Like?

Connecting Mobile and Social To The Cross-Channel Plan

11:00 AM
Conference Concludes