It's not about the campaign but the customer. We open EIS at the nexus of new technology and marketing trends by exploring what a customer-first approach means to a range of brands, how companies are building and using identity graphs and how they are combining the latest tools and messaging to enhance engagement.

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MC

Steve Smith , Editorial Director, Events ,MediaPost

Rapid technology and data innovation has accelerated Electronic Arts’ marketing transformation vision. We’ve reached an inflection point where our games, service and marketing efforts need to converge into one responsive, seamless player experience. Our player dialogue is driven by individual data attributes, not segments or cohorts.  Building authentic player relationships requires EA to completely adopt a behaviorally-driven strategy, not promotional campaigns.

Keynote

Stephanie Sczech , Global Director of Lifecycle Marketing ,Electronic Arts

One marketing survey shows that consumers are 269% more likely to be satisfied with a company if they feel the brand puts the customer's interests and needs before those of the company. In the last year, the "Identity Graph" has arisen to go beyond cross-device tracking and build richer profiles that help brands build people-based approaches. We ask the early practitioners to discuss how this model drives customer-first marketing.

Moderator

Katie Lay , Sr. Director, Customer Engagement Marketing ,Hotwire

Panelist

George DiGuido , Head of Email Strategy ,Dotdash

Christine Hua , Director, Fan Centric Marketing ,NFL

Janine Silva , Director, Email & Integrated Marketing ,Investopedia

Randy White , Vice President, Media Services ,CareerBuilder.com

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What if every morning, your email system woke up and asked the question “who” is eligible for an email, today? Then you decided what to send that user? Classmates' Libby Snead explains how the company implemented this approach of starting with the "who" through simple segmentation and then determine the "what" in relevant campaigns. Then Libby and fellow marketer Marlies Robert explore how this approach might apply to Grand Circle Travel's messaging program as it evolves to its next stage of personalization.

Moderator

Steve Smith , Editorial Director, Events ,MediaPost

Facilitator

Marlies Roberts , Vice President, Marketing Operations ,Grand Circle Travel

Libby Snead , Manager, Email Programs ,PeopleConnect

After segmentation, targeting and masses of automation, engagement still comes down to capturing attention and interest in a second. The toolbox is expanding - to video, kinetic/interactive messaging, embedded audio, sharing tools. But how do these bright shiny objects of email map against your audience, marketing goals, workflow, timing and effectiveness? Our panel of adventurous in-box storytellers shares what gets people to engage, not just read.

Moderator

Jess Nelson , Reporter, Email Marketing Daily ,MediaPost

Panelist

Lauren Gentile , VP, Executive Creative Director ,Epsilon

Andrew Norris , Senior Communications Strategist ,WebMD

Mastering the ID Graph - Katie Lay, Sr. Director, Customer Engagement Marketing, Hotwire
Customer-First Messaging - Libby Snead, Manager, Email Programs, PeopleConnect
Do the New Toys of Email Storytelling Work? - Bridgette Darling, Product Marketing Manager, Adobe
Expanding Your Email List - Jordan Cohen, Chief Marketing Officer, Fluent 

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Keynote

Vicky Ge , Sr. Product Manager, Global Marketing Automation ,Amazon

Advances in AI and machine learning are driving automation ever higher up the workflow. A variety of triggers are now activating cascades of interactions with consumers far outside a marketer's direct view. How are marketers managing this trade-off between streamlining and control? How can they aim, optimize and measure automated systems so that they serve defined marketing goals beyond mere efficiency for its own sake?

Moderator

Elaine Armbruster , Director of Email Marketing and Marketing Automation ,The Ohio State University

Panelist

Matt Byrd , Director of Product Marketing ,PolicyGenius

John Kavaliauskas , Director, Customer Acquisition & Marketing Technology ,People's Trust Insurance

Anthony Siciliano , CRM Production Manager ,Thrifty

When an 83-year-old direct marketing company serving 120 million households starts firing on all digital cylinders, there are a lot of legacy databases, media channels and customer relationships to unify. Silver Star Brands is the pioneer in customized cards and merchandise (Miles Kimball, Walter Drake catalogs), and their VP of Marketing will explore how she is tracking the impact of email across both online and offline marketing programs – from catalog and e-commerce activity to display advertising and search. How is one of the newest forms of marketing personalization – the in-box – driving omnichannel performance for one of the inventors of personalized anything.

Presenter

Ian MacDonald , Director & General Manager ,Walter Drake

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As the Internet consolidates around a handful of walled gardens with the best cross-channel data, costs of customer acquisitiion increase. Email marketers, always central to customer acquisition, are being tasked to find more efficient, more creative ways to broaden the base. We ask leaders in the messaging space to share their best new tactics, channels, and data sources in the battle for user identity.

Moderator

Angela Sanchez , Vice President of CRM ,Universal Music Group

Panelist

Alex Reffsin , Manager, Fan Centric Marketing ,NFL

Jessica Vogel , Director, Digital and Product Marketing ,Sears

The next level of personalized email goes far beyond triggered messaging and "insert name here" messaging. Dynamic and live email messages build highly individualized content based on user data, behaviors, need states and even the real-time circumstances of the user or pricing, availability, etc. We ask successful dynamic content makreters to share best practices for making this tool a tactic in personalization rather than a gimmick.

Moderator

Elizabeth Tomlinson , Email Marketing Manager ,IHG

Panelist

Matthew Nedbalsky , Manager of Email Marketing ,1800Flowers

Bethany Wallace , Email and Mobile Marketing Manager ,Shoe Carnival

As our in-boxes now stretch across Web, desktop and mobile channels, contending with ingenious bad actors, getting legitimate marketing messages through to customers is as complex as ever. In a unique session the Email Insider Summit welcomes the gatekeeper at one of the world’s largest ISPs and a marketer with unique deliverability challenges to discuss the current challenges they face and to field questions from our Summit Insiders.

Moderator

Jess Nelson , Reporter, Email Marketing Daily ,MediaPost

Panelist

Matthew Moleski , Vice President, Service Policy Assurance ,Comcast

Mark Tatalovic , VP, Email Delivery & Planning ,Ashley Madison

New Acquisition Tactics - Chris Marriott, President & Founder, Marketing Democracy
Ask the ISPs - Dennis Dayman, Chief Privacy and Security Officer, Return Path
Increasing Relevance With Dynamic Content - Elizabeth Tomlinson, Email Marketing Manager, IHG
What You Need To Know About AI and Email - Blake Miller Director, Product Marketing, Salesforce; Matt Byrd, Director of Product Marketing, PolicyGenius

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We round out EIS with blocking and tackling - solving for some of the perennial basic challenges of email marketers - deliverability and staffing

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With its unique and multi-purpose chain of used auto parts superstores, Pull-A-Part has a tough in-box challenge. On one hand, they have to explain their distinct self-service “junkyard” model. At the same time the company is buying and selling autos to other constituencies. Their VP of marketing walks us through how they’re building a unified point of truth for these overlapping audiences that can also segment and serve them the individualized stories and products they need.

Keynote

Laura Berkobin , Marketing ,Pull-A-Part

Only a small number of marketers have brought customer-first marketing approaches to scale. What are the first, second and third steps for any brand aspiring to get beyond segmentation and using customer preferences, third party data and advanced technology to deploy real first-person marketing at scale? We ask marketers and their agencies at different stages of development to share practical advice on how to start and evolve such a plan.

Moderator

Ross Fadner , Director, Event Programming ,MediaPost

Panelist

Micah Fening , Brand Manager ,Scotts Miracle-Gro

Amy Jordan , Email Marketing Director ,Carlson Rezidor Hotel Group

Matt Kassan , Director of CRM Marketing ,Barnes and Noble

Ryan Phelan , VP, Marketing Insights ,Adestra; Chairman Emeritus, EEC

For travel leader Expedia, email communications are time and mission critical messages that need to understand exactly where a traveler is in her journey. Product Manager, Omnichannel Communications Madelynn Brown explores how Expedia.com leverages contextual personalization. Expedia is working towards automating and operationalizing massive amounts of data to ensure customers are getting relevant content at the right time. She will discuss the segmentation they use to target these messages and their use of internal propensity models and customer profiles to derive signals.

Presenter

Madelynn Brown , Product Manager, Omnichannel Communications ,Expedia

Some of the finest insights at the Email Insider Summit emerge from our signature end-of-morning roundtables. We end EIS with reports and reflections from some of our Roundtable leaders and attendees on what was discussed offstage over the past three days and the most pressing challenges facing email leaders moving forward.

Moderator

Steve Smith , Editorial Director, Events ,MediaPost

Panelist

Dennis Dayman , Chief Privacy and Security Officer ,Return Path

Blake Miller , Director, Product Marketing ,Salesforce

Andrew Norris , Senior Communications Strategist ,WebMD

Getting Started With Customer-First Approaches - Ryan Phelan, VP, Marketing Insights, Adestra
Next-Gen Messaging: Email to SMS to Alerts to Chat - Kim Jennett, Sr. Marketing Strategist, Yes Lifecycle Marketing
The New Personalization - Madelynn Brown, Product Manager, Omnichannel Communications, Expedia