Removing Data Friction for Personalized Customer Marketing
As consumers, we expect timely, relevant, highly personalized communications from the brands we know and trust. For large enterprise brands, delivering that great experience to customers is daunting. How do Super Senders take millions of customers and individual data points and turn that into truly incredible messages that feel personal to the individual when they open them?
In this session, MessageGears’ CEO Roger Barnette will explain how modern data-driven enterprises are tackling this challenge head-on and winning, surprising and delighting customers with messages expertly orchestrated to be seamless and relevant across channels.
Presenter: Roger Barnette, CEO, MessageGears
Roger has more than 20 years of experience leading and growing technology businesses. Prior to joining MessageGears in 2016, he was president and founder of IgnitionOne (acquired by Dentsu). Previous growth leadership positions include Biltmore Communications (acquired by DIRECTV) and eTour (acquired by Ask.com). Roger has received numerous awards including the Atlanta Internet Marketer of The Year Award and Emory’s Goizueta Business School Outstanding Recent Alumni Award. He is a member of Young Presidents’ Organization (YPO) and is also a mentor at Techstars Atlanta.
Phrasee Spotlight Presentation
There are billions of ways to say the same thing (it's true!). What are the odds your gut feeling gets it right? The answer is slim to none. Why? Because linguistics is complicated... and how humans make decisions is even more complicated still. In this presentation, you'll learn about the Language Effect - how to use science to get better language in your marketing campaigns.
Presenter: Nat Johnson, Head of Sales, Phrasee
With 10 years’ experience in MarTech, and 7 years advising global brands on their technology purchases, Nat saw first-hand the marketing strategies of these household giants. Nat joined Phrasee 2 years ago, where she dived head first into spreading the AI-generated copywriting revolution. Years of technical insight combined with her innovative approach make Nat the perfect fit for expanding Phrasee’s message into North America and beyond. When Nat isn’t empowering leading brands with awesome email strategies, you can find her on the beaches of Brighton or on her quest for the perfect pie and pint!
Personalization in the New Decade of Data, Trust and Engagement
Customer expectations have increased. The inbox is changing. With 73% of customers expecting companies to understand their needs and expectations, personalization is no longer a maybe but a mandate. Join us to talk about interactivity and artificial intelligence and how they are helping marketers make the inbox a more personalized, enjoyable place.
Presenters: Rachel Boyles, Product Marketing Manager, Salesforce Marketing Cloud
A Product Marketer at Salesforce focused on Email and Content tools in the Marketing Cloud, I love finding stories in the data and staying current with industry trends. As a former Marketing Consultant, I spent 4 years working in the Customer Success Group at Salesforce providing marketing strategy and guidance to brands of all sizes, from Fortune 500 retailers to small business non-for-profits. I'm passionate about improving the customer experience and providing the tools to make it easier for companies to connect the customer journey.
Presenter: Abbe Spaans, Director, Product Management, Salesforce Marketing Cloud
I've been with the Salesforce Marketing Cloud for over 6 years focused on building great products to support content across all channels. I love learning what marketers are excited about, new trends for engaging with consumers, and how our platform can better enable those experiences.
Harnessing the Power of Machine Learning to Create 1:You Communications
Machine learning has been a buzz word within the digital landscape for the past five plus years. So what’s the difference today? Marketers are no longer just talking about it in theory, they are implementing machine learning strategies and technologies and are achieving actual results. And the secret ingredient is data. Having the ability to ingest data from anywhere helps to power email activation (or activation in any other digital channel).
Machine learning has made a lot of progress through the years. It’s important to understand the “how to’s” of machine learning; that is how do I get started, how will it impact our bottom line and how can I sustain the program beyond the campaign end date.
During this interactive session, we’ll share with attendees how our clients are seeing significant impact within their business based on leveraging predictive content to make decisions with emails. We’ll review the tips and tricks you need to know, and we’ll share real results from real brands that have experienced the impact. It’s not about feeding your technology applications with a small subset of data; it’s about having access to a wide variety of data points to be able to activate the data in the digital channels to deliver 1:You communications.
Join us to learn:
- Strategies for how to align your data
- Use cases and unique applications for predictive intelligence
- How to create enough content (and perform tagging) to ensure you have something meaningful to communicate
- Effective ways to perform measurement so KPIs are meaningful to each brand
Presenters: Lauren Gentile, VP Executive Creative Director, Digital Solutions, Epsilon
Lauren, who joined Epsilon in 2013 as VP Executive Creative Director, has over 15 years of leadership experience in the creative industry. Lauren leads a digital creative team inside Epsilon’s Technology Practice with proven expertise across direct marketing channels, specializing in CRM and data driven email creative experiences for Epsilon’s technology clients including retained relationships with the NFL, AutoZone, Chase, BP, Dell, Yahoo, The Children’s Place and many more great brands. In addition, Lauren has been recognized by the DMN as an honoree in their 2018 40 Under 40 List and serves on the ANA Email Experience Council (EEC) Member Advisory Committee.
Lauren has built an impressive portfolio managing creative for many leading automotive clients; hospitality, sports & entertainment, financial, and retail clients, including one of the top 5 retailers in the U.S. Before joining Epsilon, Lauren was a Creative Director at Sears Holdings where she led the Integrated Retail creative team, focusing on email, mobile, app development and experiential design. Lauren is passionate about delivering thought-provoking and innovative digital designs that create a meaningful experience for the customer.
Presenter: Christine Bradford, Senior Client Account Director, Digital Client Services, Epsilon
Christine has worked at Epsilon for six years and brings a wealth of knowledge and expertise to the email channel strategy, technical know-how and client experience across various verticals. Christine has helped clients such as Dell, Helzberg Diamonds, Full Beauty Brands, Darden Restaurants and many more grow their email programs and achieve their business goals by providing subject matter expertise in personalization, email best practices, and the development of profitable programs. Christine holds a Master of Science degree from Boston University. In her spare time, she enjoys traveling, sailing and taking dance lessons. Christine resides in the country-side of Connecticut with her husband and son.
Consent and Personalization in the Age of Privacy
With so many privacy regulations, marketers need to rethink how they interact with users. How can marketers comply with privacy laws while maximizing opt-in? How should marketers manage opt-ins, opt-outs and global unsubscribes? In this session, learn how to streamline CCPA & GDPR into your consent and preference management workflows.
Presenter: Neil Tolbert, Privacy and Marketing Consultant, OneTrust
Neil Tolbert serves as a Privacy and Marketing Consultant at OneTrust PreferenceChoiceTM— part of the #1 most widely used privacy, security and third-party risk technology platform. In his/her role, Neil advises companies large and small on best practices to drive engaging user experiences and build trust while demonstrating compliance across 100s of global data privacy regulations, including the CCPA, TCPA, CASL and GDPR. Neil is a Certified Information Privacy Professional in European Privacy Law as well as Privacy Program Management and earned a BBA in Marketing from Georgia College & State University.
Measurement Myopia is Eroding Email's Potential
It's no secret among email geeks that email dominates when it comes to driving a powerful return on investment. Are we limiting its potential, though, by viewing success through a narrow lens? G.B Heidarsson of eDataSource and April Mullen of SparkPost will share thought-provoking ideas on how we can better tell the email success story.
In this session, attendees will learn:
- Why our current, standard measurements give us an incomplete picture
- Commonly overlooked metrics that need more attention
- New equations to help sell the value of email to get more investment
Presenters: G.B. Heidarsson, CEO, eDataSource
An email marketing expert, G.B. brings more than twenty years of experience in executive management and digital marketing to his role as eDataSource’s Chief Executive Officer. G.B. has led eDataSource in its pioneering efforts to use consumer information as the central focus point of strategic planning, go-to-market strategy, and factual deliverability metrics for forward-thinking clients.
Prior to eDataSource, G.B. was group director of e-Dialog’s New York/Mid-Atlantic region, managing account services, technical services and production teams responsible for email marketing strategy and execution for some of the world’s most recognized brands, including Bed, Bath & Beyond, The Washington Post and Publisher’s Clearing House. Previously, G.B. was director of internet marketing for CBS College Sports as well as Bookspan/Bertelsmann/Time Inc. G.B. has also held leadership positions with Iceland Tours and the Northern Iceland Regional Office of Tourism.
Presenter: April Mullen, Director of Strategic Insights, SparkPost
April Mullen is a proven digital marketing leader currently focusing on strategy and marketing for SparkPost. Bringing experience from over 13 years on the agency, martech and brand sides of relationship marketing, Mullen understands the complexities and challenges that face marketers in today’s competitive environment.
Outside of SparkPost, Mullen has been an Adjunct Professor of Digital Marketing at the University of Missouri-St. Louis. In June of 2016, Mullen co-founded Women of Email, an organization with nearly 4,000 members on six continents that is aimed at driving positive change for women in the email marketing niche.
Mullen has received multiple industry awards and represents thought leadership at conferences and industry publications.
Email Creative Makeovers - Personalization, Design, Content and Coding
See how to use personalization, sticky content and email template systems to refresh and upgrade your campaigns. We’ll walk you through several case studies from major brands like Marriott Bonvoy, Olive Garden, Choice Privileges, Spartan Race, Bed Bath Beyond and PayPal.
Presenter: Matt Caldwell, SVP, Creative, Yes Marketing
Matthew Caldwell is a 20-year veteran of email marketing design and is consumed with creating energetic layouts that look great and are impulsively clickable. An email designer since 1999, he is the founder of Yes Marketing's award-winning creative agency group (clients include HP, Coca-Cola, Marriott, Black & Decker). Matthew received a Bachelor’s degree in marketing from Indiana University and studied Art/Graphic Design at The Pacific Northwest College of Art and the Oregon College of Art & Craft. Matthew was formerly the Creative Director for ThrustMaster, Labtech, Logitech and @Once.