December 8 - 11, 2019
Deer Valley, UT

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The Personalization Strategy

Dear [Name Here], personalization is not a tactic. It is a strategy. Beyond custom subject lines and segmentation, email is helping to drive the next generation of brand building that is grounded in genuine one-to-one communications between marketers and customers. Personalization is becoming integral to customer journey mapping, customer service, CRM, site presence, even product development and digital advertising.

We Will Explore:

  • What does a personalization strategy look like, both to legacy and emerging DTC brands?
  • How do you build a first party data program that serves personalization?
  • How do you vet third party data amidst looming regulation?
  • Making content creation and management serve personalization goals Building a tech stack aimed at personalization strategy

At the 15th annual meeting of the email tribes in Deer Valley we dig into next generation personalization approaches of the messaging masters, of course. But we also pull back and explore how one-to-one marketing is central to brand building itself.

On the front end, where are brands sourcing their best data, tying IDs across channels, and vetting the tech that drives your best plans? And how is that smarter data fueling more creative audience segmenting, messaging, triggering? And do the new in-box tools like AMP, multimedia, interactivity really move the KPI needle?

The most beloved, longest-running meeting of the email minds focuses the Spring edition on practical examples of smarter tactics that will win the in--box wards of 2020.

Join the conversation #MPEIS

Conference Content Programmer:

Steve Smith, VP, Editorial Director, Events, MediaPost


Advisory Committee:

Heather Grimstead, Director, Global Email Marketing, The Knot Worldwide

Email Insider Summit 2019 Attendees Include

Reasons and Benefits of Attending

  • Unparalleled access and knowledge sharing with the leading minds in the Industry
  • Morning Sessions – a marketers-only agenda of peers sharing with peers their best practices, case studies, and newest tactics which can all be applied to your marketing strategies
  • Noon Roundtables – open, off the record, discussions of the morning's topics and how they relate to marketers' own business and experience.
  • Afternoon Activities allow attendees to relax and enjoy the beautiful surroundings while forming relationships that last well beyond the conference
  • Cocktails and evening dinners bring the group together over casual conversations and delicious meals
  • Be part of driving the Email Channel forward as a key component of marketing campaigns, within your company and the industry
  • Unlimited access to stay in touch with the office: WiFi enabled conference room and quiet office area; opportunities in morning to stay up to date at the office; afternoon five hour break in order to stay on top of duties
  • Congenial, relaxed experience. Attendees are working together to move the industry forward
  • Enhance your Email initiatives with new solutions learned and partnerships gained

Register for this event

Please make sure you enter the same email address you have for your MediaPost Membership account in the form to receive the member discount on the event ticket!

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Agenda

Sunday, 12/08

6:00 PM
Welcome Cocktail Reception
Valhalla room

Monday, 12/09

8:00 AM
Registration & Breakfast
Stein Eriksen Ballroom Foyer
8:15 AM
Sponsor Breakfast Presentation
Stein Eriksen Ballroom
Day 1 - The Personalization Strategy

What does it mean to bring personalization to the next level across all consumer touch-points? 

9:00 AM
Opening Remarks
MC
Steve Smith, VP, Editorial Director, Events, MediaPost 
9:15 AM
Keynote: Two Billion Served…One at a Time: High Rolling the Personalization Channel
Caesars Entertainment sends more than 2 billion personalized email messages per year and leverages billions of data points to drive customer engagement. They bring all of their disparate data sources together to drive automation, segmentation, and dynamic content; ultimately improving the return on their data. In this session you'll hear how Caesars Entertainment brings it together and their plans for the future.
Keynote
Chris Jenner, VP Digital Operations, Strategy & Execution, Caesars Entertainment 
9:45 AM
Panel: 360-Degree Personalization Is a Strategy, Not a Tactic

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?

Moderator
Morgan Stewart, Co-founder and CEO, Trendline Interactive 
PanelistS
Tom Dinneny, Engagement Marketing Manager, The Madison Square Garden Company 
Sharon Foster, Director, CRM, Consumer Interactive, TransUnion 
Erin Vitero, CRM Manager, JustFab Inc. 
10:30 AM
Coffee Break & Sponsor Spotlight
11:00 AM
Presentation: Every Picture Tells a Personalization Story
Art is subjective. What you love and what I love is so different. Learn how a one-of-a-kind hotel that celebrates the arts used messaging and technology to talk to their guests about the art they love.  We explore how subjective taste can inform deeper levels of personalization…and at scale.
Presenter
Erin Levzow, CMO, Marcus Hotels 
11:30 AM
Panel: That "I'll Never Do That Again" Panel

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?

Moderator
Michael Pattison, Sr. Manager, Relationship Marketing, Vail Resorts 
PanelistS
Chester Bullock, Director, Marketing Technology, The RentPath Network 
Maggie Leisy, Marketing Manager, CRM, GoPro 
Alana Liebenthal, Marketing Manager, 3 Day Blinds 
12:00 PM
Roundtables

Personalization as a Strategy - Jackie Dunning VP, Content & Strategy, ERGO
Share Your Screw-Ups - Michael Pattison, Sr. Manager, Relationship Marketing, Vail Resorts
New Paths to User Profile Building
- Erin Levzow, CMO, Marcus Hotels
Solving for Deliverability - Amanda Scarnechia, Manager, CRM and Consumer Data, The Scotts Miracle-Gro Company

12:45 PM
Lunch
1:00 PM
Sponsor Luncheon Presentation
Stein Eriksen Ballroom
Skiing at the Deer Valley Resort
Snowboarding at Park City Mountain Resort
Snowmobiling at Garff Ranch
4:00 PM
Apres Ski Party
Champions Club next to Ski Locker room
5:30 PM
One on One Meetings
Stein Eriksen Ballroom
One on One Meetings scheduled for select attendees. Invites are on a case by case basis so please check your inbox.
6:30 PM
Cocktail Party
Olympic Foyer - 1st Floor
7:30 PM
Fireside Dinner
Empire Canyon Lodge (10 minute shuttle)
9:30 PM
After-Party
Flagstaff Room at Steins

Tuesday, 12/10

8:00 AM
Registration & Breakfast
Stein Ericksen Ballroom Foyer
8:15 AM
Sponsor Breakfast Presentation
Stein Eriksen Ballroom
Day 2 - Data In/Content Out

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?

9:00 AM
Keynote: There’s Something About Mary – A Not So Virtual Chat About Virtual Chat

Marketing communication in email can be more than just a static image that links to a website.  It can connect to any number of digitally enabled experiences.  Dive into the world of a Virtual Assistant built to be enabled across all digital channels.  Learn what it took to get AmFamMary (as the Virtual Assistant is named) off the ground and how the same test and learn methods used in email for years are helping to drive this new customer touch point.

Keynote
Bethany Harrington, Associate Vice President, Marketing Engagement, American Family Insurance 
9:30 AM
Panel: Data Vetting 2020: Acquisition, Privacy, Hygiene

Getting clean, reliable data for expanding the customer base is daunting under ordinary circumstances. Throw in the uncertainties around the looming CCPA as well as post-cookie browser tech and the laundry list of questions for partners, vendors, and your own customer data collection 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.

Moderator
Sam Sudman, Email Marketing Coordinator, Mizzen+Main 
PanelistS
Kristie Doak, Senior Manager, Database Marketing, PGA Tour 
Neil Gogate, Senior Manager, CRM and Acquisition Marketing, Mattel 
Christopher Kayser, Marketing Technology Manager, Vivid Seats 
10:00 AM
Sponsor Spotlight and Networking Break
10:30 AM
Case Study: How Do You Get Parents Obsessed? Give 'em Chobani Gimmies (Swag)!!!
This year, Chobani launched their new kids yogurt platform, Chobani Gimmies, and wanted to support the launch with a creative-led campaign across their owned and operated channels. However, Chobani had a limited scale with the target audience for the Chobani Gimmies platform. So, they created a campaign to engage their loyal community to spread the word on their behalf. In this case study, you’ll learn how Chobani was able to consistently maintain open rates 201% above benchmark and increase their list size by 3.5% in just 14 days.
Presenter
Lexi Sigesmund, Senior Manager, Digital and Content Strategy, Chobani 
11:00 AM
Panel: What's the Content Strategy?: Parse, Manage, Deploy

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 
PanelistS
Scott Cohen, CRM Marketing Manager, 1800-Contacts 
Dana Jones, Email Marketing Manager, Southern Company 
Carrie Ugarte, Associate Director of Marketing Automation, Wiley Education Services 
11:30 AM
Q&A: Warner Music - Talking to One Fan At a Time

The one-to-one marketing ecosystem has expanded far beyond e-mail even as the in-box remains the surest, longest point of contact. For its young, connected fan base, Warner Music is exploring customer acquisition and retention via everything from SMS to Facebook Pages, messaging bots to mobile alerts. But how do these channels connect and compare to traditional email? And how do marketers manage such diverse data inputs? EIS veteran Itay Rahat reports

Interviewee
Itay Rahat, AVP, Product, Marketing Technology, Warner Music Group 
Interviewer
Steve Smith, VP, Editorial Director, Events, MediaPost 
12:00 PM
Roundtables

Vetting the Data - Sujay Jhaveri, CEO, Flatiron Media
What is Your Content Strategy? - Dan Rosenthal, Sr Director of Contact Strategy, Land's End
Virtual Assistants - Bethany Harrington, AVP, Marketing Engagement, American Family Insurance
Customer Acquisition Beyond Email - Itay Rahat, AVP, Product, Marketing Technology, Warner Music Group
New Adventures in Interactive Email Design - Morgan Stewart, Co-founder and CEO, Trendline Interactive

12:45 PM
Lunch
1:00 PM
Sponsor Luncheon Presentation
Stein Eriksen Ballroom
Skiing at the Deer Valley Resort
Snowboarding at Park City Mountain Resort
Scenic Snowshoe Tour at the Deer Valley Resort
4:00 PM
Apre Ski Party
Troll Hallen bar (main Stein bar)
Dutch treat.  All drinks or food on your own tab for this event.
5:30 PM
One on One Meetings
Stein Eriksen Ballroom, 2nd Floor.
One on One Meetings scheduled for select attendees. Invites are on a case by case basis so please check your inbox.
6:30 PM
Cocktail Party
The Elk Room @ Silver Lake Lodge (down hill behind Steins)
7:30 PM
Dinner Reception
Silver Lake Lodge (down hill behind Steins)
9:30 PM
Late-Night Party
Champions Club next to Ski Locker room at Steins

Wednesday, 12/11

8:00 AM
Registration & Breakfast
Stein Eriksen Ballroom Foyer
8:15 AM
Sponsor Breakfast Presentation
Stein Eriksen Ballroom
Day 3 - Building Next-Gen Personalization Stacks

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.

8:30 AM
Keynote: GasBuddy’s One-to-One Messaging in the Right Lane
Combining a wealth of first-party location, behavioral and preference data with multiple direct messaging channels (email, in-app, alerts) is the Holy Grail of one-to-one personalized messaging. Kristen will explore how GasBuddy puts those pieces together, how they use data points unique to each user, and how they pick and choose among available messaging channels at any given time.
Keynote
Kristen Healy, Senior Manager, CRM, GasBuddy 
9:15 AM
Presentation: Making it to the Inbox: A Story about Deliverability
Have you ever had your open rates plummet without knowing the cause? Navigating the complexities of deliverability can be challenging. Scotts Miracle-Gro will walk through how they recovered from the ultimate deliverability disaster: getting blacklisted.
Presenter
Amanda Scarnechia, Manager, CRM and Consumer Data, The Scotts Miracle-Gro Company 
9:30 AM
Panel: Routine Maintenance: Innovative Fixes
Like taking your car for an oil change, or visiting the dentist regularly, the world of email is full of tasks and requirements that we don’t want to deal with but must to keep the wheels from falling off. How are major brands approaching things like Privacy Policy Updates, Google Postmaster Tools and infrastructure failsafe planning? Turns out, there is opportunity for innovation in these spaces as well.
Moderator
Tara Clark, Senior Director, Lifecycle Marketing, Zillow Group 
PanelistS
Amanda Scarnechia, Manager, CRM and Consumer Data, The Scotts Miracle-Gro Company 
Sonia Williford-Gill, Manager, CRM, 7-Eleven 
10:15 AM
Roundtables

Routine Maintenance - Tara Clark, Senior Director, Lifecycle Marketing, Zillow Group
Diversity Staffing - Veronica Rooney, Marketing Manager, Digital & CRM, West Dermatology

10:45 AM
Conference Concludes

Featured Speakers

Chester Bullock

The RentPath Network
Director, Marketing Technology

Tara Clark

Zillow Group
Senior Director, Lifecycle Marketing

Scott Cohen

1800-Contacts
CRM Marketing Manager

Tom Dinneny

The Madison Square Garden Company
Engagement Marketing Manager

Kristie Doak

PGA Tour
Senior Manager, Database Marketing

Neil Gogate

Mattel
Senior Manager, CRM and Acquisition Marketing

Bethany Harrington

American Family Insurance
Associate Vice President, Marketing Engagement

Kristen Healy

GasBuddy
Senior Manager, CRM

Chris Jenner

Caesars Entertainment
VP Digital Operations, Strategy & Execution

Dana Jones

Southern Company
Email Marketing Manager

Christopher Kayser

Vivid Seats
Marketing Technology Manager

Maggie Leisy

GoPro
Marketing Manager, CRM

Erin Levzow

Marcus Hotels
CMO

Alana Liebenthal

3 Day Blinds
Marketing Manager

Michael Pattison

Vail Resorts
Sr. Manager, Relationship Marketing

Itay Rahat

Warner Music Group
AVP, Product, Marketing Technology

Dan Rosenthal

Lands'​ End
Senior Director, Contact Strategy

Amanda Scarnechia

The Scotts Miracle-Gro Company
Manager, CRM and Consumer Data

Lexi Sigesmund

Chobani
Senior Manager, Digital and Content Strategy

Sam Sudman

Mizzen+Main
Email Marketing Coordinator

Carrie Ugarte

Wiley Education Services
Associate Director of Marketing Automation

Erin Vitero

JustFab Inc.
CRM Manager

Steve Smith

MediaPost
VP, Editorial Director, Events

Morgan Stewart

Trendline Interactive
Co-founder and CEO

Sonia Williford-Gill

7-Eleven
Manager, CRM

Activities

Monday 2 p.m.

Skiing at the Deer Valley Resort

Join your fellow Search Insiders for an afternoon of fun in the snow at one of the country's best ski resorts, offering 2,000+ acres of varies skiing terrain. Deer Valley Resort is a favorite of experienced and beginner skiers, and has been ranked the #1 ski resort in North America by the readers of SKI Magazine for a unprecedented 5 years running! Don't miss out on the ultimate ski competition!

Monday 2 p.m.

Snowboarding at Park City Mountain Resort

Between the powder-filled bowls, immaculately groomed runs and award winning terrain parks, there's always a new corner of the mountain to discover. In addition to the terrain parks, Park City Mountain Resort is great for snowboarders. There are long groomers, recently-introduced Adventure Alleys, and powder terrain. In fact, you can snowboard right down into town on these runs and grab a brew at any local pub.

Monday 2 p.m.

Snowmobiling at Garff Ranch

Guided snowmobile tours take place on the Garff Ranch, spanning over 7000 acres of pristine open lands on which to snowmobile. Beautiful scenic views of the Wasatch Mountains make this an adventure you won’t want to miss!

Tuesday 2 p.m.

Skiing at the Deer Valley Resort

Join your fellow Search Insiders for an afternoon of fun in the snow at one of the country's best ski resorts, offering 2,000+ acres of varies skiing terrain. Deer Valley Resort is a favorite of experienced and beginner skiers, and has been ranked the #1 ski resort in North America by the readers of SKI Magazine for a unprecedented 5 years running! Don't miss out on the ultimate ski competition!

Tuesday 2 p.m.

Snowboarding at Park City Mountain Resort

Between the powder-filled bowls, immaculately groomed runs and award winning terrain parks, there's always a new corner of the mountain to discover. In addition to the terrain parks, Park City Mountain Resort is great for snowboarders. There are long groomers, recently-introduced Adventure Alleys, and powder terrain. In fact, you can snowboard right down into town on these runs and grab a brew at any local pub.

Tuesday 2 p.m.

Scenic Snowshoe Tour at the Deer Valley Resort

Whether you are looking for a scenic aerobic experience or just a peaceful walk in the woods you will love snowshoeing. Individuals with all levels of snowshoeing experience are welcome. Snowshoeing in the Park City area is also a great option for photographers as you can access scenic areas that cannot be accessed on skis or snowmobiles. Professional, knowledgeable and fun guides will accompany you on every tour.

What people are saying about this event

Venue

Stein Eriksen Lodge, Park City, UT
7700 Stein Way
P.O. Box 3177
Park City, Utah, 84060
Registered attendees of the Summit may book accommodations at Stein Ericksen at a discounted group rate. To book within our room block at the discounted rate please use the following link: https://www.reseze.net/servlet/SendPage?hotelid=1245&skipfirstpage=true&page=535678. The discounted room block will expire on Friday, November 22nd, so please book your room by that time.

Luxurious Five-Star accommodations surround you upon arrival to the lodge in Deer Valley. You will feel at home in the lobby with its beautiful stone fireplace. The Stein Eriksen Lodge is the only Five-Star, Five Diamond property in Park City, Utah and prides itself on providing guests with impeccable, personalized service and luxurious lodging.

Located at Deer Valley® Ski Resort, in Park City, Utah, guests are greeted with exquisite views and powdery ski slopes in the winter and away-from-it-all outdoor activities in the summer for the ultimate getaway. Choose from many other local activities such as heli-skiing, fly-fishing, bobsledding and more.

Whether you're looking for privacy and relaxation, a ski vacation, entertainment and local activities, pampering in their European spa or culinary excellence there is something for you.

Brand Marketer Program

Insider Summits are complimentary to Brand Marketers who meet our requirements.

To qualify, you must:
* Control the Email strategy and budget at your company
* Currently work at a well-known consumer brand
* Serve as Senior Level Management or above
* Agree to attend all sessions and all 3 days of the Summit

Complimentary Brand Marketer pass includes:
* Summit registration ($3,995 value)
* Accommodations at the conference venue for three nights
* No Charge Activities such as golf, fishing charter, kayaking, dophin cruise, and more
* Meals, drinks and functions over three days

EIS is the best event of the year. Top-notch content, true subject matter experts and a real sense of community among peers. The amazing locations and group outings don't hurt either!
- Matt Annerino, Director Database Marketing, Live Nation 

EIS is one of the best conferences I've attended when it comes to world of email marketing! The intimate setting allows great conversation with peers and I love all the gold nuggets I pick up from the sessions...nuggets of opportunity that are leveraged to improve the email platform for FedEx.
- Andrew Bailey, Marketing Specialist Advisor, FedEx

 I always find these events so valuable. As the channel evolves, the content just keeps getting better. It's reassuring to know that there are other like-minded views and equally actionable efforts being put forth from my marketer counterparts in similar and other industries.
- Jai Williams, Email Marketing Manager, InterContinental Hotels Group

To begin the Brand Marketer Program application process, if you meet the qualifications above, simply fill in your full contact info in the form below.
Questions? contact Kevin Massa at massa@mediapost.com.

VIP Application

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Speaker Consideration

For speaker consideration please complete the speaker proposal form. Due to the high volume of speaker proposals that we receive we will only be able to notify those whose proposals have been selected. All proposals must go through this form, no exceptions. Do not contact other MediaPost representatives regarding speaker opportunities.

Sponsorships

For questions regarding sponsorship of this event please contact Jon Whitfield, VP, Event Sales at jon@mediapost.com.

Press

For press inquiries, please contact Ken Fadner at ken@mediapost.com.

General

For general summit inquiries please contact Maya Abulashvili, Coordinator of Events and Conferences at maya@mediapost.com.

VIP Program

For questions about or to apply to the VIP Program please contact Kevin Massa, Manager of Brand & Agency Relations at massa@mediapost.com.

Quality Pledge

MediaPost strives for excellence in its coverage of media, marketing and advertising. Our mission is to critically engage key questions for brand marketers, media buyers, sellers and emerging platforms. We choose speakers exclusively for their ability to bring perspective and insight to our stage. All conferences are programmed by proven, expert, unbiased journalists. MediaPost has never and will never engage in "pay to play" conferencing.