MediaPost - Brand Marketers Insider Summit

9:00 AM

9:00 AM ET

Opening Remarks

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

9:15 AM

9:15 AM ET

Keynote Interview: How The Cross-Channel World Works

In little more than a decade, Indeed.com has grown to become the most trafficked jobs site in the world. It takes its advertising tagline “How The World Works” seriously, as the company has expanded to more than 60 countries and 28 languages. We explore with its marketing chief Paul D’Arcy how the brand maintains its identity, user experience and marketing strategies across both channels and scores of national borders.

Interviewee: Paul J. D'Arcy, SVP, Marketing, Indeed
Interviewer: Joe Mandese, Editor-in-Chief, MediaPost @jmandese

9:45 AM

9:45 AM ET

What Is Your ‘Consumer Experience’ Anyway?

As brands connect with consumers across so many paid, earned and owned touchpoints, marketers talk increasingly about how their customers “experience” the brand. But what does that mean to the marketers executing the vision? Is this about personalized encounters across every touchpoint? Synchronization of omnichannel engagements? A unified brand voice? How are these executives defining and deploying this more unified cross-channel approach to branding, anyway?

Moderator: Bryan Boettger, Principal and Lead Strategist, Estate Four @bboettger
PanelistS: Robert Davidman, CMO, RubyLife; Olga Pronin, Marketing Manager, Wham-O; Ron Weber, Senior Marketing Manager: Acquisition, Quicken Inc. @sdmktgguy

10:30 AM

10:30 AM ET

Presentation: Building a Big Brand on a Small Budget

In just a few years the upstart clothing brand Mizzen & Main has seen explosive growth by leveraging every imaginable marketing channel in careful syncopation. From creative e-commerce strategies supported by constantly evolving digital advertising, to rapidly growing wholesale distribution, to in-person events such as trunk shows and pop-up shops is running on all cylinders. Along the way, the company measures everything along the way to ensure efficiency and find marketing success on a fraction of the budget of most brands.

PresenterS: Jen Blackman Lavelle, Chief Marketing Officer, Mizzen+Main @Lady_Lavelle; Kevin Lavelle, Co-Founder, Mizzen & Main @KevinSLavelle

11:00 AM

11:00 AM ET

Tip Sheet: Engagement Tactics For 2017

Consumer experience is all about the engagement not the traditional impression. Across social, mobile, retail, email, messaging and more, truly interacting with the always-connected consumer requires exchanges of genuine value, authentic conversations, anticipating and fulfilling needs. Several marketers share their best practices for building an engagement strategy and executing successful tactics.

Moderator: John Trahar, Founder/Strategic Creative Lead, Greatest Common Factory
PanelistS: Jordan Finger, VP, Growth Marketing, Freshly.com @jnfinger; Andy Nelson, VP of Social Media, Conill @NelsonAndyR; Freeman Setrana, Digital Marketing Manager, Paid Media - Online Marketing, The Home Depot @FreemanSetrana

11:45 AM

11:45 AM ET

Bright Shiny Objects I: Can They Hear You Now?: Voice Interfaces

Voice technology could be a Trojan Horse for a much bigger impact to our lives and jobs. Are we prepared for the coming changes?

Presenter: Ben Gaddis, President, T3 @bendgaddis

12:00 PM

12:00 PM ET

Roundtables

What Does an Experience strategy Look Like? - Bryan Boettger, Principal & Lead Strategist, Estate Four
Reorganizing For a Cross Channel Future - Freeman Setrana, Digital Marketing Manager, Paid Media - Online Marketing, The Home Depot
Engagement Strategies That Work - John Trahar, Founder/Strategic Creative Lead , Greatest Common Factory

1:00 PM

1:00 PM ET

Lunch

1:10 PM

1:10 PM ET

Sponsor Luncheon Presentation

2:00 PM

2:00 PM ET

Afternoon Activities

Golf at Barton Creek: Crenshaw Course

Hill Country Wine Tasting

Tennis at Omni Barton Creek

5:30 PM

5:30 PM ET

One on One Meetings

6:30 PM

6:30 PM ET

Cocktail PartyVeranda

7:30 PM

7:30 PM ET

Dinner ReceptionVeranda

Thursday, 03/09

7:30 AM

7:30 AM ET

Registration Opens

Day 2: Data, Measurement, Attribution Tracking both customers and your marketing 24/7 requires a new generation of measurement techniques and technology, which we explore on Day 2. Should you automate marketing via single point solutions or a single stack? How can marketers take baby steps towards an attribution model? What can they do with that shiny new DMP?

8:00 AM

8:00 AM ET

Breakfast

8:15 AM

8:15 AM ET

Sponsor Breakfast Presentation

8:45 AM

8:45 AM ET

Keynote Interview: VISA Checks Out User Level Data

The introduction of VISA’s digital payment product VISA Checkout gave this legendary big brand marketer new insight into individual behavior that fundamentally recreates its approach to advertising and marketing spend. From data collection to visualization and attribution, sharing with partners to building a martech stack in-house, Global Innovation Marketing and Analytics Leader Jessica Williams shows us how user level data changes everything.

Interviewee: Jessica Williams, Global Innovation Marketing & Analytics Leader, VISA @mediametricsgal
Interviewer: Steve Smith, VP, Editorial Director, Events, MediaPost @popeyesm

9:15 AM

9:15 AM ET

Discussion: Point Vs. Stack: the Marketing Tech Conundrum

To go for point solutions or to go all-in on a single stack? That is the question around automating marketing functions for organizations large and small. We ask both marketers and vendors to explore how to map the answer to this core question against the needs of specific businesses. How does the answer depend on your own category, customer base, channel presence and organization?

Moderator: Joe Mandese, Editor-in-Chief, MediaPost @jmandese
PanelistS: James Brohamer, Omnichannel Marketing Director, Purple @JMBrohamer; Jessie Dawson, Director, Digital Marketing, Dell Technologies; Allysson Reagan, Director, DRM and Email Marketing, Angie's List; Jason Smith, Director of Customer Engagement, Holt Cat

10:00 AM

10:00 AM ET

Presentation: Baby Steps to Attribution: A Primer

A holistic approach to marketing, customers, media requires a similar approach to measurement, allocation and optimization. But attribution modeling in an organization often seems overwhelming – requiring high and mid-level buy-in and overcoming massive organizational inertia. Lets break this down. 3 Day Blinds markets across all possible channels. CRO Dan Williams explains how the company built a model that accounts for the complex interactions between his digital and offline marketing spend.

Presenter: Dan Williams, CRO, 3 Day Blinds @easyquestion

10:30 AM

10:30 AM ET

Presentation: What Is That DMP Good For, Anyway?

So you got yourself a sparkling new data management platform that is supposed to pull together inputs of all sorts to drive everything from ad buying to CRM? But where do you start in making something of this new machine. Lenovo uses data to drive media buys not only across channels but global borders as well. Its Director of Global Digital Marketing explains how it it works.

Presenter: Gary Milner, Director, Global Digital Marketing, Lenovo

11:00 AM

11:00 AM ET

Presentation: How Publishers Clearing House Leverages Their First Party Data To Acquire, Re-Engage And To Optimize Media Spend.

Publishers Clearing House (PCH) sits on a treasure trove of 1^st party data – over 110 million US profiles with hundreds of data points appended to each. Learn how PCH uses this data to Identify high value sources for new acquisition and high value segments for re-engagement. In addition, discover how PCH has shifted toward a data-driven attribution methodology to more accurately attribute credit to media channels driving conversions and revenue.

Presenter: Jason Zeller, Director, Digital Marketing and Acquisition, Publishers Clearing House

11:30 AM

11:30 AM ET

Interview: Panera’s Marketing Kitchen Enhances Communication

As Panera Bread Company takes on new competitors in the casual but quick dining space, its marketers are rethinking how it coordinates loyalty programs, media buying and consumer insights. We explore how company marketers from different departments and cities are creating a data sharing team that reaches across silos and disciplines.

IntervieweeS: Rob Cohen, Cafe Strategy & Insights Sr. Manager, Panera Bread; Carol Wolowic, Senior Manager, Media, Panera Bread @cawolowic
Interviewer: Steve Smith, VP, Editorial Director, Events, MediaPost @popeyesm

12:00 PM

12:00 PM ET

Bright Shiny Object II: Wearables and The Internet of Things

As connected sensors move from phone to wrist, to shirts, shoes and glasses, the level of intimacy between marketer and consumer becomes as promising as it is harrowing. What are the costs/risks of getting that close to your customer?

Presenter: Ly Tran, Founder & CEO, Stiletto Collective @lytran

12:15 PM

12:15 PM ET

Roundtables

Stack or Point? - Allysson Reagan, Director, DRM and Email Marketing, Angie's List

Attribution: The Primer - Dan Williams, CRO, 3 Day Blinds

Cross-Device Tracking - Ly Tran, Chief Media Officer, Proof Advertising

1:00 PM

1:00 PM ET

Lunch

1:10 PM

1:10 PM ET

Sponsor Luncheon Presentation

2:00 PM

2:00 PM ET

Afternoon Activities

Golf at Barton Creek: Fazio Canyons Course

Electric Bike Tour of Austin

Pool Outing at Omni Barton Creek

6:30 PM

6:30 PM ET

Cocktail PartyParkside, downtown Austin

7:30 PM

7:30 PM ET

Dinner ReceptionParkside, downtown Austin

Friday, 03/10

7:30 AM

7:30 AM ET

Registration Opens

Day 3: Content/Native Cross-channel marketing requires content that is responsive to a range of channels, screens and ultimately consumer need. We round out the Summit exploring what a consumer-centric strategy looks like and how to leverage the native distribution channels available.

8:30 AM

8:30 AM ET

Breakfast

8:45 AM

8:45 AM ET

Keynote Interview: W Austin: A Local Success Story

W Hotels is more than just the shining star in Starwood’s portfolio of hotels and resorts—it’s also a luxury lifestyle brand that caters to a young, wealthy and trendy crowd. In fact, according to Lauren Travis, Area Director of Marketing, Central Region, most of W Austin’s business comes from local consumers in the Texas capital, requiring the hotel chain to target and plan its marketing messages accordingly. In this keynote Q&A, Travis will reveal how she reads the tea leaves from W Austin’s marketing mix to drive traffic to the restaurant, bar, pool and spa— the hotel’s primary offerings for locals.

Interviewee: Lauren Travis, Area Director of Marketing, Central Region, W Hotels
Interviewer: Ross Fadner, Director, Event Programming, MediaPost

9:15 AM

9:15 AM ET

King Content: It Takes A Cross-Channel Village

Content may be king as digital channels bring brands closer to their customers, but it takes a village to create the material necessary to populate these diverse touchpoint. Brands can’t do it themselves. How are marketers building, buying, outsourcing and crowdsourcing this monstrous task? Who are they using internally, among agencies, vendors, customers? And how do they ensure that this village of authors stays on message and maintains consistent customer experiences?