MediaPost - Brand Marketers Insider Summit

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

8:45 AM ET

Opening remarks

MC: Steve Smith, VP, Editorial Director, Events, MediaPost @popeyesm

9:00 AM

9:00 AM ET

Keynote: The Good, The Bad and The Relative: Marketing Revisited

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

9:30 AM ET

Panel: Silo-Busting 101: Building The Cross-Channel Organization

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, President, T3 @bendgaddis
PanelistS: Mike McLaughlin, Managing Director, Digital, West Coast, Mindshare North America; Allison Ritt, Sr. Mgr, Email Marketing, Discover @Allyritt; Ethelbert Williams, Head of E-Commerce, The Boston Beer Company @tellnation

10:15 AM

10:15 AM ET

Case Study: Putting Cross-Channel Campaigns Into Action

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 Director of Event Programming, MediaPost

10:45 AM

10:45 AM ET

Panel: After The ANA Report, Can This Client/Agency Marriage Be Saved?

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, Founder and CEO, Ciceron @aeklund
PanelistS: Curtis Smith, Media Lead, NA, Accenture; David Song, Managing Director, Barker; Stacy Vargas, Manager, Digital Marketing, PGA Tour

11:30 AM

11:30 AM ET

Discussion: From DMP To The Cloud: Making Mar-Tech Matter

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 @szqnoonan
PanelistS: Bruce Carlisle, Consultant, SF Edge; Tom Johnson, CRM Lead, Clorox

12:00 PM

12:00 PM ET

Roundtables:

Breaking Down Silos - Ethelbert Williams, CMO, Instanatural

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

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

1:00 PM

1:00 PM ET

Lunch

1:10 PM

1:10 PM ET

Sponsor Luncheon Presentation

Golf at Squaw Creek Course

2:00 PM

2:00 PM ET

Afternoon Activites

Golf at Squaw Creek course
ATV Tour on the Rubicon Trail
Cable car to High Camp for swimming (heated), cocktails and roller skating

2:00 PM

2:00 PM ET

2:00 PM

2:00 PM ET

ATV Tour on the Rubicon Trail

2:00 PM

2:00 PM ET

Cable Car to High Camp for Swimming (heated), Cocktails and Roller Skating

6:00 PM

6:00 PM ET

Cocktail PartyLake Tahoe

Aboard the famous 'Tahoe Gal' steamboat on Lake Tahoe

8:00 PM

8:00 PM ET

Dinner Reception

Gar Woods Restaurant & Pier, along the shores of Lake Tahoe

Friday, 08/26

7:30 AM

7:30 AM ET

Registration Opens

8:00 AM

8:00 AM ET

Breakfast

8:15 AM

8:15 AM ET

Sponsor Breakfast Presentation

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

8:45 AM ET

Keynote: Nissan and College Sports: Connecting to Passion

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

9:15 AM ET

Discussion: No Holy Grail: What is Good Enough Cross-Channel ID Matching?

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

9:45 AM ET

Presentation: The Ins and Outs of Fractional Attribution: How to Select the Right Partner, Launch and Get Results!

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

10:15 AM ET

Panel: That’s Not The Data You Are Looking For

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 @delmuscredle; Jennifer Pelino, VP - Brand Media, Omni Channel Media, 8451 @JenniferJPelino; Lisa Penelton, SVP Marketing Science, Critical Mass; Crystal So, Director Strategic Insights, Constellation Brands

11:00 AM

11:00 AM ET

Presentation: So, You Have A DMP. Now What?

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

11:30 AM ET

Interview: Social Reflects The Health of Your Cross-Channel Strategy

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 Digital Products, Trusted Media Brands @leora727
Interviewer: Ross Fadner, Director, Event Programming, MediaPost

12:00 PM

12:00 PM ET

Roundtables:

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

1:00 PM ET

Lunch

1:10 PM

1:10 PM ET

Sponsor Luncheon Presentation

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Golf at Coyote Moon Golf Course, Truckee, CA

2:00 PM

2:00 PM ET

Afternoon Activites

Golf at Coyote Moon Course
Horseback Riding at Alpine Meadows
Lake Tahoe Kayak Tour

2:00 PM

2:00 PM ET

2:00 PM

2:00 PM ET

Horseback Riding at Alpine Meadows

2:00 PM

2:00 PM ET

Lake Tahoe Kayak Tour

5:30 PM

5:30 PM ET

One on One Meetings

6:30 PM

6:30 PM ET

Cocktail PartySun Plaza Deck

7:30 PM

7:30 PM ET

Dinner ReceptionSpa Deck

Saturday, 08/27

7:30 AM

7:30 AM ET

Registration Opens

8:00 AM

8:00 AM ET

Breakfast

8:15 AM

8:15 AM ET

Sponsor Breakfast Presentation

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

8:45 AM ET

Keynote: Every Channel, Every Day, Every Second

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

9:15 AM ET

After The Newsroom: Scaling Content Down To Users, Moments, Micro-Moments

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?