Agenda
The MediaPost programming committee is hard at work on the newest agenda for the Summit!
MediaPost Summits feature mornings that include Keynotes, Case Studies, and Panels that feature the top minds in the industry. The afternoons are a selection of activities that allow for the attendees it network over exciting outings. The evenings bring the group back together for cocktails and unforgettable dinner experiences. The most up to date theme of the conference can be found on the homepage of the event.
Please check back for Agenda updates. Meanwhile please take a look at the content from the previous Summit.
Previous Event Agenda
Brand Marketers Insider Summit: Mar 2018
We open the brand summit with the customer, how she makes her way to your brand and product, gather information and intent from the many channels of media she consumes? How are marketers making reliable connections across those channels? And how do you build and act on the map of her journey once you get one?
- MC
- Steve Smith , VP, Editorial Director, Events ,MediaPost
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
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
- Panelist
- Shane Jennings , Manager, Paid Media ,ArcBest Corp
- Jason Owen , GM and SVP ,credit.com
- Kevin Quinlan , Marketing Automation Manager ,Land O' Lakes
Data doesn't have to be "big" to be powerful, nor fully integrated across every screen to be impactful. Sometimes starting small is the best way to prove out and build data-driven marketing. We ask our panel of marketers to share recent examples of how leveraging just a few data points or a small customer sample rendered important insights and results.
- Moderator
- Valarie McCubbins , SVP, Client Services ,Unique Influence
- Panelist
- David Chen , Head of Digital Marketing ,Gamut
- Martha Gonzalez Gorgonio , Digital Marketing Leader LATAM ,3M
- Don Lane , Senior Vice President, Brand & Creative ,DraftKings
The journey from having “an app” to customer driven loyalty experiences.
- Presenter
- Stephen Kinch , Director, Digital Technology ,7-Eleven
Customer Mapping - John Ellett, CEO and Founder, nFusion
Leveraging Little Data - Valarie McCubbins, SVP, Client Services, Unique Influence
What is the Customer Experience Now? - Rob Clarke, Chief Experience Officer, Strata
General Session Room
The heat is on marketing executive to prove out ROI on every spending decision. On Day 2 we explore how brands are doing the math - what to measure, how to define success and how to attribute and learn from results.
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.
- Keynote
- George Felix , Director of Advertising ,KFC U.S.
- Steve Kelly , Director, Media and Digital Marketing ,KFC U.S.
Once relegated to a cost line on the ledger, marketing departments are under increasing pressure to show ROI and even become profit centers for their business. How are marketers rethinking what and how they measure, attribute and account for their spend now?
- Moderator
- Madelynn Brown , Product Manager, Omnichannel Communications ,Expedia
- Panelist
- Laura Berkobin , Director, Digital Marketing & Content ,Pull-A-Part
- James Brohamer , Marketing Chief of Staff ,Overstock.com
- Jeffrey Novak , Senior Director, Digital Marketing ,Build A Sign
- Stephanie Wang , Director of Marketing ,Zillow
Increasing brand awareness is no longer an acceptable goal. We need to know how our digital dollars are moving our customers to action. Franchisees want to know exactly where their advertising dollars are being spent and what they stand to gain from their investment. Franchisors need to get their community’s buy-in and show results- quickly! Recently A&W Restaurants evolved its thinking about how to measure and report on digital campaigns – the cost of driving a visit to its franchisee’s reataurants.
- Presenter
- Elizabeth Bazner , Digital Manager ,A&W Restaurants
How can machine learning transform both the function and profitability of marketing departments? Start small, many marketers advise. Our panel shares early tests of ML approaches and what they learned about the potential behind the hype.
- Moderator
- Ross Fadner , Director, Event Programming ,MediaPost
- Panelist
- Ben Gaddis , Chief Innovation Officer ,T3
- Charity Webb , Senior Manager, Media ,USAA
Measuring and attributing success in cross-channel marketing projects remains a distant goal for many organizations. We ask marketers to share how they are starting to build attribution models in-house or with partners. Are they making the marketing plan more organized, predictable, profitable?
- Moderator
- Meghan Lockhart , Sr. Brand Manager ,AVVO
- Panelist
- Philip Bryant , Manager, Digital Media Operations ,ASICS Digital
- Antony McGregor Dey , Head of Marketing ,Violet Vixen
Is Marketing a Profit Center? - Madelynn Brown, Product Manager, Omnichannel Communications, Expedia
Are AI and ML All That? - Ben Gaddis, Chief Innovation Officer, T3
Getting ROI from Attribution Modeling - Meghan Lockhart, Sr. Brand Manager, AVVO
The Market, 319 Colorado St, Downtown Austin (via shuttle, departs from lobby at 6pm sharp!)
Searsucker Austin, 415 Colorado St, Downtown Austin
Downtown Austin - shuttle service provided back to Omni 10:30pm (after this, on your own)
Data and accountability meet customer experience and brand storytelling as we cap off the Summit focusing on the art and science of content. How is data informing both where we tell brand stories but also how and what we tell? Should brands aspire to be entertainers in order to break through the ad noise? And how does the return to story and content square with the new emphasis on accountability and ROI?
It’s 2018 and Boost has been on the streets in the US for 16 years. Practically inventing the pre-paid mobile market with world-class events, artists, athletes, and phenomenal market share. Fast-forward to the current wireless street fight filled with hype and competitive attacks that has left customers jaded and cynical about their service. Hear how Boost has cut through the data and wireless hype with an iconic combination that was evangelized across broadcast media, street stunts, mobile games, disruptive OOH, and social media goodness.
- Keynote
- Nick Holt , Senior Manager, Advertising and Creative ,Boost Mobile
How does data help marketers understand not only where and to whom to target content but also what story to tell? How is the new understanding of the customer, their journey and behaviors shaping creative inspiration?
- Moderator
- Morgan Stewart , Co-founder and CEO ,Trendline Interactive
- Panelist
- Dr. Harold Hardaway , Director, Marketing Chair ,Equality Texas
- Carrie Knipfer , Senior Email Marketing Manager ,Avery Products
- Jeff Roach , President & Chief Strategy Officer ,Schiefer Chopshop
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
Data Meets Creative - Morgan Stewart, Co-founder and CEO, Trendline Interactive
Content Marketing and Its ROI - Jason Gibson, VP Sales and Marketing, Grabit Interactive