Sunday, 12/08
Monday, 12/09
What does it mean to bring personalization to the next level across all consumer touch-points?
- MC
- Steve Smith, VP, Editorial Director, Events, MediaPost @popeyesm
As personalized service and communications become core to a brand's identity, email endures as the lynchpin. But how is this vision of customer-centric one to one marketing being executed from the in-box outward to all touch-points with a customer. We ask some of the deeper thinkers in the email and CRM world to dig into personalization as a business and brand strategy. What role do email and other messaging channels play? What are the choke points in data integration, execution, internal organization?
- PanelistS
- Tom Dinneny, Marketing Automation Manager, The Madison Square Garden Company
- Erin Vitero, CRM Manager, JustFab Inc.
- Presenter
- Erin Levzow, CMO, Marcus Hotels @Playnthestrs
- Presenter
- Amanda Scarnechia, Manager, CRM and Consumer Data, The Scotts Miracle-Gro Company
The infamous "share your best screw-ups" panel returns. Marketers share their most valuable mistakes. What went wrong - how and why? But most importantly, what did our panelists learn from their crushing embarrassment and what changes did they make to ensure it never happens again?
- PanelistS
- Chester Bullock, Director, Marketing Technology, The RentPath Network @coskier
- Maggie Leisy, Marketing Manager, CRM, GoPro
Personalization as a Strategy
Share Your Screw-Ups
Tuesday, 12/10
On Day 2 of the Summit we focus on inputs and outputs. How can marketers vet the data that feeds the personalization machine? And how can they build, parse and manage the trove of content their customers need and want?
- Keynote
- Bethany Harrington, Associate Vice President, Marketing Engagement, American Family Insurance
Getting clean, reliable data for expanding the customer base is daunting under ordinary circumstances. Throw in the uncertainties around the looming CCPA and other state regulations and the laundry list of questions for partners, vendors, and your own customer data multiplies. How do marketers vet this? We explore new ideas for ensuring that sources and partners are keeping the data supply chain, clean, legal and effective.
- Panelist
- Neil Gogate, Senior Manager, CRM and Acquisition Marketing, Mattel
- Presenter
- Kristen Healy, Senior Manager, CRM, GasBuddy
- Presenter
- Lexi Sigesmund, Senior Manager, Digital and Content Strategy, Chobani
Deep personalization requires deft content management and scale. Ensuring that the right content not only gets parsed into usable elements but that those assets are available across communications channels is a central challenge for one-to-one marketing. We ask several brands how they are creating and organizing assets, What strategy is in place at the top of the creation funnel to ensure that content can be properly segmented, tagged and used to meet personalization goals?
- Moderator
- Dan Rosenthal, Senior Director, Contact Strategy, Lands' End
Vetting the Data
What is Your Content Strategy?
AI and the Bot Conversation
Solving for Deliverability
Wednesday, 12/11
We cap the Summit exploring how email automation can be both scalable and personable. What tech is living up to the hope for marketers, what isn't, and how do you staff up (or down) for the new age of robotics.
The usual acronyms - ESPs, DMPs, CDPs - are now crowded by even newer bright shiny objects - AI, predictive modeling, and more. But how do they serve the interests of overall messaging, personalization and brand strategy? What processes are marketers putting in place to to evaluate vendors, products, map the tech against needs, and do test drives? Finally, we ask our panel of marketers to share the BSOs that really worked for their needs.
Vetting the Tech
Making Interactivity...Interactive
Privacy and Data Collection
