Sunday, 03/11
Monday, 03/12
- MC
- Steve Smith, VP, Editorial Director, Events, MediaPost @popeyesm
At the heart of Best Buy’s recent success in weathering the challenges of the retail sector is delivering a superior customer experience across touchpoints. The key is in understanding how art and science must work together. That recipe is driven with a mix of rich data/machine learning, a heathy dash of customer insights and a differentiated brand point of view to deliver a personalized and impactful customer experience. Marketing continues to evolve in its sophistication, but simple human truths are still critical to create connections and ultimately action.
- Keynote
- Andy Gorski, Senior Director, Marketing, Best Buy
At Credit.com mapping the customer journey went far beyond merely understanding multiple touchpoints. It forced the company to rethink its own structure, how it organized its internal communications and fundamental marketing strategy.
- Interviewee
- Jason Owen, GM and SVP, credit.com @JasonROwen
It isn't a funnel so much as a journey, and you can't follow your customer without a map. As marketers fired torrents of data on consumer behavior a richer portrait emerges of how your customers experience a brand and move towards purchase. Customer mapping is all the rage, but how do you get started, using which data and towards what end? Our opening panel of marketers share their experiences both creating these maps but also learning how to use them to inform the marketing plan.
- Moderator
- John Ellett, CEO and Founder, nFusion
- PanelistS
- Shane Jennings, Manager, Paid Media, ArcBest Corp @ShaneAJennings
- Jason Owen, GM and SVP, credit.com @JasonROwen
- Kevin Quinlan, Marketing Automation Manager, Land O' Lakes @kevinquinlan
- Moderator
- Valarie McCubbins, SVP, Client Services, Unique Influence
- PanelistS
- David Chen, Head of Digital Marketing, Gamut
- Martha Gonzalez Gorgonio, Digital Marketing Leader LATAM, 3M
- Don Lane, Senior Vice President, Brand & Creative, DraftKings @thedonlane
- Presenter
- Stephen Kinch, Director, Digital Technology, 7-Eleven
Leveraging Little Data - Valarie McCubbins, SVP, Client Services, Unique Influence
What is the Customer Experience Now? - Rob Clarke, Chief Experience Officer, Strata
Tuesday, 03/13
Colonel Harland Sanders was the ultimate showman who created one of the world’s most beloved brands by bringing his Kentucky Fried Chicken to the masses by any means necessary. Kentucky Fried Chicken is now turning back to its founder and his values and principles to make the brand relevant to a new generation of people. Whether it’s a virtual reality game, comic books, or romance novels, Colonel Sanders is everywhere. Hear how KFC embraces the idea of “Branded Everything” to make the brand and its founder relevant in 2018.
- KeynoteS
- George Felix, Director of Advertising, KFC U.S.
- Steve Kelly, Director, Media and Digital Marketing, KFC U.S.
- Moderator
- Madelynn Brown, Senior Program Manager - Marketing Platforms & Operations Senior Program Manager - Marketing Platforms & Operations, Microsoft
- PanelistS
- Laura Berkobin, Director, Digital Marketing & Content, Pull-A-Part
- James Brohamer, Omnichannel Marketing Director, Purple @JMBrohamer
- Jeffrey Novak, Senior Director, Digital Marketing, Build A Sign
- Stephanie Wang, Director of Marketing, Zillow
- Presenter
- Liz Bazner, Senior Director of Marketing, A&W Restaurants @askPliz
- Moderator
- Ross Fadner, Director, Event Programming, MediaPost
- PanelistS
- Ben Gaddis, President, T3 @bendgaddis
- Charity Webb, Senior Manager, Media, USAA @cabelascharity
- Moderator
- Meghan Lockhart, Sr. Brand Manager, AVVO
- PanelistS
- Philip Bryant, Senior Manager, Digital Marketing, ASICS Digital
- Antony McGregor Dey, Head of Marketing, Violet Vixen
Are AI and ML All That? - Ben Gaddis, Chief Innovation Officer, T3
Getting ROI from Attribution Modeling - Meghan Lockhart, Sr. Brand Manager, AVVO
Wednesday, 03/14
- Keynote
- Nick Holt, Senior Manager, Advertising and Creative, Boost Mobile
- Moderator
- Morgan Stewart, Event Programming Advisor, MediaPost
- PanelistS
- Dr. Harold Hardaway, Director, Marketing Chair, Equality Texas
- Carrie Knipfer, Senior Email Marketing Manager, Avery Products @fuzeber
- Jeff Roach, President & Chief Strategy Officer, Schiefer Chopshop @_jeffroach
To develop its first 360 advertising campaign, “We Get It,” Postmates used customer, competitive, and contextual data to inform the creative. The result was anything but analytical: the campaign taps into relatable human insights and has provoked an endless stream of social reactions, all while accomplishing awareness and growth goals. Hear about the inputs that lead to this creative execution and the metrics being used to track its success.
- Presenter
- Lizz Niemeyer, Director of Brand Marketing, Postmates
Content Marketing and Its ROI - Jason Gibson, VP Sales and Marketing, Grabit Interactive