Agenda

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Wednesday, August 16

Thursday, August 17

Day 1

Customer-First or "People-Centered" marketing begins with an understanding of where customers are at any given time so brands can decide what, how and why to communicate with them. We open the Brand Marketing Insider Summit exploring how marketers are building data and infrastructure around the "Single Point of Truth about their customers. As well we will see how brands are activating this customer profile by moving beyond the traditional campaign-based approach and toward an always-there relationship with customers.

8:00 AM
Breakfast
8:15 AM
9:00 AM
MC
Steve Smith, Editorial Director, Events, MediaPost 
9:15 AM
Keynote
Yogi Graham, Director, Intel Global Production Labs, Intel 
9:45 AM

Central to people-based marketing is a rich profile of customer needs, buying, browsing and multi-device media preferences. But building that so-called "single point of truth" is a long process that involves not only cross-channel ID matching but establishing key data points, KPIs and common definitions around data collection throughout an organization. No one is there yet, but we start the summit exploring with several marketers how they are taking the necessary steps towards this goal and the challenges they are trying to solve for.

 

Moderator
Jonathan Schwartz, Co-Founder & CEO, Bullseye Strategy 
PanelistS
Matt Annerino, EVP Marketing, CRM & Analytics, Live Nation Entertainment 
Erin Everhart, Marketing Planner/Digital Strategist/Content Marketer, The Home Depot 
Nathan Hau, Senior Director, Performance Marketing, Realtor.com 
10:15 AM

When it comes to understanding the impact of digital efforts on customer offline actions, especially in driving retail conversion, there is no silver bullet. It takes testing, iterating, interpreting. We ask marketers at various stages of their digital to analog formula to share early and evolved tests exploring this mysterious connection between virtual and real worlds.

Moderator
Theresa Duerr, Director of Digital Marketing, Quill.com 
PanelistS
Bryan Benavides, Director of Digital Marketing, Abt Electronics 
Jaime Date, Senior Manager of Analytic Solutions, Marketing, Allstate 
Aruna Paramasivam, Head of Data Acquisitions & Partnerships, L'Oreal 
10:45 AM
11:15 AM
Presentation:
11:45 AM
Presenter
Kathy Hecht, VP of Marketing and Businaess Development, Silver Star Brands 
12:15 PM
Building People-Based Infrastructure
The State of Cross-Device ID Resolution
Making the Digital To Retail Connection
1:00 PM
Lunch
1:10 PM
Golf at Squaw Creek Course
Horseback Riding at Alpine Meadows
Cable car to high camp for swimming (heated), cocktails and roller skating

Friday, August 18

Day 2

Going cross channel and people-first requires realigning marketing processes and technologies internally. On Day 2 of theBrand Marketers Insider Summit we explore the internals - how are brands reorganizing their teams and looking to smarter technology and AI to power the next generation marketing teams.

8:00 AM
Breakfast
8:15 AM
8:45 AM
Keynote
Morgan Chemij, Director of Marketing North America, HP.com 
9:15 AM
Presentation: AI In Action
9:45 AM

The most powerful uses of AI in marketing most likely will be invisible to consumers and even to many marketers. They will come in automated decisioning about ad buys, adaptive responses to campaign performance across screens, and among departments and partners. We explore the many ways in which AI techniques, machine learning and machine-to-machine interactions are poised to transform all aspects of marketing and media operations. How can you be prepared?

Moderator
Erick Mott, Co-creator, Blogger & Speaker, Creatorbase 
PanelistS
Derek Kazee, Senior Director, Retention Marketing, Ebates 
Karthik Viswanathan, Director, Marketing, Macy's 
10:30 AM
Coffee Break
11:00 AM
Case Study
11:30 AM
Presenter
Pola Changnon, SVP, Marketing, Turner Classic Movies 
12:00 PM
Bots and Conversational Marketing
Marketing AI - Erick Mott, Co-creator, Blogger & Speaker, Creatorbase
Leveraging The Brand Fan Base - Pola Changnon, SVP, Marketing Turner Classic Movies
1:00 PM
Lunch
1:10 PM
Golf at Coyote Moon Course
ATV Tour on the Rubicon Trail
Lake Tahoe Kayak Tour

Saturday, August 19

Day 3

Even in a cross-channel world, content remains king. We end the Summit on how cross-channel marketing requires that marketers rethink their content strategy for an always-there world. How are marketers coordinating creative and media earlier in the process, synchronizing messaging across channels and crafting brand messaging that port more easily?

8:00 AM
Breakfast
8:45 AM
Keynote
Charlie Kordes, CMO, SafeAuto 
9:15 AM

Throw all the technology you want at identifying and tracking customers everywhere and anywhere, unless you have something to say to them that is relevant to that time and place, all the fancy data and targeting was for naught. We explore how marketers are rethinking their content and media strategies to work hand in hand differently in people-based marketing efforts. How is messaging being synched across departments and channels and married to media considerations early in the process? It takes a strategy.

Moderator
Megan Harris, Managing Director, NA, SYZYGY 
PanelistS
Brian Best, Interactive Engagement, P.F. Chang's 
Carie Lewis Carlson, Senior Director, Digital Marketing, The Humane Society of the United States 
John Trahar, Founder/Strategic Creative Lead, Greatest Common Factory 
9:45 AM
Coffee Break
10:15 AM
Presentation
10:30 AM
We end the Brand Summit reporting on the themes and challenges surfaced across the previous three days, in daily roundtables, at dinner, out in the Tahoe air. We bring on stage what Summit attendees learned about the shared challenges of person-based marketing and the next steps.
11:00 AM
People-Based Content Strategy
Adding The Geolocation Dimension
12:00 PM
Conference Concludes