Pinehurst, NC - June 9 - 12, 2019

Data-Driven Tactics of 2020

Live Event Coverage

Agenda

Sunday, 06/09

6:30 PM
Welcome Cocktail ReceptionCarolina Hall & Terrace

Monday, 06/10

Day 1 - The Data-Driven Messenger

We open the summit exploring how email is at the center of a first-party data strategy and informing more sophisticated campaigns. And on the privacy front we learn from a year under GDPR.

8:00 AM
Registration & Breakfast
Callaway/Oakley Hallway
8:00 AM
One on One MeetingsRoss/Tufts Room (next to General Session)
8:30 AM
Sponsor Breakfast Presentation
Callaway/Oakley Ballroom
9:00 AM
Opening Remarks
MC
Steve Smith, VP, Editorial Director, Events, MediaPost 
9:15 AM
Keynote: It Takes Several Villages: DraftKings’ Multi-Channel, Multi-Team Success
To set marketing up for success, DraftKings dedicates engineering and product resources to partner with CRM to build a platform and bring their vision of “Advanced Marketing” to life. Veronica will show how distinct Calendar and Trigger-based CRM teams help maintain priorities, tactics and focus on their respective goals while working on a common platform that protects user experience. Simultaneously, the CRM team breaks down the range of consumer messaging channels – from email to push to pop-up messages – to determine what works best when and in which combinations. Clarity breeds flexibility.
Keynote
Veronica Mynders Hamel, Senior Marketing Director, DraftKings 
9:45 AM
Presentation: First Party Data: Big Brother vs Big Value
Presenter
Caroline Sheedy, Senior Manager, CRM, GasBuddy 
10:00 AM
Panel: Leveraging Loyalty: Deepening and Widening Customer Profiles

Email can and should be at the center of a first party data-building strategy. Our loyalty mavens share how they are using email interactions and behaviors to deepen their user profiles and better connect with loyal customers across devices and channels. What incentives drive customer participation in data gathering? How are they also using this data to find new brand loyalists?

Moderator
Marisa Pisano, Marketing Manager, Email & SMS, Sherwin Williams 
PanelistS
Renata Riechelmann, eCommerce Programs Manager, BISSELL Homecare, Inc. 
Brian Schmidt, Director of CRM, Growth & Retention, Fender Musical Instruments 
Caroline Sheedy, Senior Manager, CRM, GasBuddy 
10:30 AM
Coffee Break & Sponsor SpotlightCallaway/Oakley Hallway
11:00 AM
Presentation: DIY AI: Pluses & Pitfalls of Personalization at Scale
Until a few years ago, only teams with significant resources implement predictive analytics and 1:1 personalization at scale. But, many marketing platforms now integrate these capabilities and have widened the use cases for teams of all sizes. We’ll explore how The Knot Worldwide uses data to personalize experiences for WeddingWire couples. How has the team met the challenges of personalization at scale, managing inactive users, maintaining authenticity, and integrating data across systems?
Presenter
Heather Grimstead, Director of Global Email Marketing, WeddingWire 
11:30 AM
Presentation: Data-Driven Messaging
Presenter
John Gonsalves, VP, Digital & Direct to Consumer, TaylorMade Golf 
12:00 PM
Roundtables

Leveraging Loyalty
Data-Driven Email
The New Privacy

1:00 PM
Lunch
Callaway/Oakley Hallway
1:10 PM
Sponsor Luncheon Presentation
Callaway/Oakley Ballroom
Par 3 & Putt-Putt Party at "The Cradle" with Adobe
Golf at Pinehurst Resort: The Legendary No. 2 or new Classic No. 4
Brewmaster Tour
6:30 PM
Cocktail PartyDonald Ross Grill & Veranda
8:30 PM
Dinner ReceptionDonald Ross Grill & Veranda

Tuesday, 06/11

Day 2 - Old Dogs, New Tricks From smarter segmentation to winning triggering tactics, we spend Day 2 of EIS drilling into the latest twists on perennial messaging disciplines.
8:00 AM
Registration & Breakfast
Callaway/Oakley Hallway
8:00 AM
One on One Meetings
Ross/Tufts Room (next to General Session)
8:30 AM
Sponsor Breakfast Presentation
Callaway/Oakley Ballroom
9:00 AM
Keynote
Keynote
Olly Downs, Senior Director, Consumer Analytics, Zillow 
9:30 AM
Presentation: Automating Personalization that Feels Real
Automation is getting smarter, but so are your customers. The illusion of personalization, especially when done at scale, is so easily broken. How can brands differentiate themselves when customers are desensitized to marketing messages and it’s not enough to know your customer? Learn how Boxed personalizes at scale while finding ways to delight customers with interactions and messaging that are thoughtful and human.
Panelist
Angela Ko, Sr. Manager CRM & Retention, Boxed 
10:00 AM
Presentation: Email Across the Generations: Practical Tips to Get to (and Stay) in the Inbox
Digital pundits have been predicting the irrelevance of the in-box to younger users for more than 15 years. Reality check – still not true. But as behaviors and tech among Millennials and Gen-Z mature along with these younger users, marketers do need to update their engagement tactics. With over a billion emails sent to college students each year, EAB shares a peek across younger users and the best ways to keep reaching them.
Presenter
Doug Henderson, Email Deliverability Strategy Manager, EAB 
10:30 AM
Coffee Break & Sponsor SpotlightCallaway/Oakley Hallway
11:00 AM
Co-Presentation: Takeaways of the Hair-Trigger Harriets

Automated email is only as good as the behavioral triggers (and the timing) that drives them as well as the messaging. We ask our experts to share the surprising triggers and content follow ups that drove performance, deepened relationships and grew the brand.

PresenterS
Jared Kreuz, Senior Manager, Direct Marketing, Zoro 
Marion Price, Email Marketing Manager, NA eCommerce, Lenovo 
11:30 AM
Co-Presentation: Dishing With the Design Doyens

Are any of these animated graphics, live feeds, interactive elements, embedded video and more really working to improve engagement, performance, churn...if anything? Are they killing deliverability, spiking unsubscribes? What best practices are emerging for bringing Web site functionality to the in-box?

PresenterS
Eric Bandholz, Founder, Beardbrand 
Erik Teng, Senior Email Marketing Manager, Email, WebMD 
12:00 PM
Roundtables

Segmentation Secrets
Triggering Tactics
Dishing on Design

1:00 PM
Lunch
Callaway/Oakley Hallway
1:10 PM
Sponsor Luncheon Presentation
Callaway/Oakley Ballroom
Golf at Pinehurst Resort: Courses No. 7, 8 or 9
Historic Walking Tour of Pinehurst
Sport Clay Shooting
6:30 PM
Cocktail PartyBallroom at No. 9
8:00 PM
Dinner ReceptionBallroom at No. 9

Wednesday, 06/12

Day 3 - Of Teams and Tech

There are no email strategies without the right people and the right technology. We explore both on Day 2 of EIS. In a cross-channel, multidisciplinary world, how are companies staffing up and building up tech stacks that are ready for tomorrow.

8:00 AM
Registration & Breakfast
Callaway/Oakley Hallway
8:15 AM
Sponsor Breakfast Presentation
Callaway/Oakley Ballroom
8:45 AM
Keynote
9:15 AM
Panel: Building Stacks That Last

ESPs, DMPs, CDPs, oh my! The acronyms around email and customer management are moving targets, but organizations large and small have to build tech stacks that anticipate scale and need years in advance. the process is key, and we ask veterans of the tech/vendor shopping spree to share their best practices around that process. How did they work across departments to assess needs, evaluate solutions, score the vendors, stress test the tech and the partners?

PanelistS
Nout Boctor-Smith, Marketing Technologist, ADP 
Ryan Heft, Email Marketing Manager, KEEN 
Shaw Nelsen, Director of Marketing, 3Day Blinds 
9:45 AM
Coffee Break & Sponsor SpotlightCallaway/Oakley Hallway
10:15 AM
Panel: Staffing Smart

As email touches a range of other social, performance, mobile channels, the necessary skill sets for new hires get trickier. Our final panel hits close to email marketers' home - what are the skills, who are the people, and where do you find them to build a team ready for the integrated marketing future?

PanelistS
Kristina Moy, Marketing Campaigns Analyst, Eversource Energy 
Charma Parker, Senior Manager- Marketing Innovations, Atlanta Hawks & State Farm Arena 
Melanie Ruic, Director of Email Marketing, Penguin Random House 
10:45 AM
Roundtables

Evaluating the Tech
Staffing Smart

11:15 AM
Conference Concludes