Program Co-SposorChange… or Die. Dramatic, bold, and entirely relevant to any organization looking to survive—and grow—in a transformative, customer-centric era.

The DMA2014 Strategic Summit is committed to empowering you—today’s leading marketing executive—to steer your business towards exponential growth and thrive amongst peers and competition. Top brands from a variety of industries and verticals—from automotive and retail to financial services and publishing—will present compelling insights and best practices that will inspire even the most skeptical marketing executives to rethink their go-to-market strategies, organizational structures and leadership tactics.

PLUS!
A special bonus for our global marketing executive: The Going Global Breakfast on Tuesday, October 28th — featuring insights and perspectives from leading global brands and an in-depth analysis of conditions in the data-driven marketing economy across the world.

Monday, October 27

8:45am – 10:15am

Morning Keynote: 

The Evolution of Engagement: The Modern Reality of One-to-One

*NOTE: Strategic Summit attendees receive VIP seating

While customer engagement has always been the goal of direct marketers, the scope and definition of customer engagement have changed, both in terms of the customer and engagement. Thanks to technology proliferation – both personal technology and data and marketing technology – customers expect more personalization, relevancy and customization from brands. Thanks to social media, they are accustomed to a dialog with and about brands and to asserting brand preferences or aversions. In terms of engagement, customers want brands to recognize them consistently across channels, with natural cadences and synchronicity akin to any one-to-one relationship – not a single interaction, but an orchestrated series of interactions. And, for global brands, customer engagement has to be further refined for local, in-country markets. Fueling modern customer engagement are data, data-driven insights and “delivery” technology, with the challenge being how to connect these in service to a connected customer experience and how to adapt to global markets. Guided by Gary S. Laben, executives from Air Canada and Shell will talk about how their companies are rising to the challenge of evolving customer engagement for better customer experiences, closer customer relationships and improved business results.

Moderator:                                                                                                                                                        .
Gary LabenGary S. Laben
CEO, KBM Group
President, Wunderman Data & Insights

 

Executives:

Ian DitullioIan DiTullio
Director of Loyalty Marketing
Air Canada
Francois OrphanFrancois Orhan
Head of Global CRM
Shell

Stay tuned for big news on Part 2 of Monday’s Featured Keynote!

 

11:00am – 11:05am

Welcome & Opening Remarks

We kick off the official DMA2014 Strategic Summit with introductory remarks from Beth Negus Viveiros—Strategic Summit Chair and Managing Editor at Chief Marketer.

Beth NegusBeth Negus Viveiros
Managing Editor
Chief Marketer

11:05am – 11:45am

How CMOs Can Unlock “Power of One” Marketing

Digital growth is a corporate balancing act. For companies to profit from all the advantages of digital, they need to balance and integrate the organization across relevant functions – from idea to marketplace. That starts with pulling in the data that matters – both internal and external – to understand the individual customers that matter across their journey with the brand. That requires sophisticated analytics to understand attribution and then create simple dashboards that can help drive useful decisions – like where to spend your marketing dollars and which vehicles and messages are most relevant to your individual customers. Companies need to develop analytical engines that test new personalized triggers, ideas, messages, offers, and contact methods at scale, and then adjust based on the results. This experimentation often requires challenging conventions and breaking out of digital constraints to get to the answers that actually work. Attendees will leave with an understanding of what it takes to create and manage a true “segment-of-one” marketing engine.

Alec BokmanAlec Bokman                                                                                         .
Expert Associate Principle
McKinsey & Company

11:50am – 1:00pm

Luncheon Keynote: 

Innovation: The C-Suite Challenge—From Hype to Getting It Done

Innovation is an easy topic to talk about, and it’s hard to be against it. Yet innovation often seems like one of the more elusive functions to enable, not to mention from which to extract real results. It’s unlikely marketers would dispute the importance of innovation, whether we are making it happen or it is happening to us. The fact is that marketers have the know-how and experience to apply marketing basics to make innovation mean something beyond a concept, slogan or abstract desire.

And, no marketing leader can afford to sit on the sidelines and hope for the best.

This is a roll-up-your-sleeves discipline. Yet many marketing leaders, even those who have been hugely successful under the terms that used to define how business was done, are challenged to define and drive transformation over the transom and into the P&L. What’s getting in the way, and how can we get un-stuck in a world where we are bombarded by change? Hear insights and a candid, experience-based perspective on practical ways to tackle the innovation leadership challenge facing marketers from Amy Radin, coauthor of Huffington Post The Daily Innovator series, and former marketing, digital and innovation executive

Amy RadinAmy Radin                                                                    .
Founder & Co-Author
Huffington Post’s The Daily Innovator

1:05pm – 1:45pm

Financing the Next Wave of Marketing Technology

Technology and Marketing are driving every aspect of business decisions and overall strategic planning, as the wave becomes a tsunami and change is ever-present; prepare to hear from some of the leading private equity and venture capitalists on the next wave of financing in the MarketTech segment.

Executives:                                                                                                                                                       .

James StoneJames Stone.
CEO & Founder
Bel Partners LLC
Khurrum MalikKhurrum Malik
Head, Global Data Partnerships
Facebook


Amir AkhavanAmir Akhavan
Managing Director
JEGI
Richard TsengRichard Tseng
Vice President of Marketing and eCommerce
Rakuten.com

Larry KavanaghLarry Kavanagh
SVP, Digital Division
CohereOne

1:50pm – 2:30pm

The Next Generation of Talent: What Marketing Organizations Require Today & Tomorrow

“In the past decade, what marketers do to engage customers has changed almost beyond recognition. … Tools and strategies that were cutting-edge just a few years ago are becoming obsolete, and new approaches are appearing every day.” This statement in the July-August 2014 Harvard Business Review illustrates the dramatic demands in today’s marketing field. The skills needed to harness these new approaches require constant support and nurturing, with education at the forefront of today’s leading executives for both career entrants and career veterans. In this spirited workshop, you’ll hear human resource leaders in our field discuss the dynamics of their organizations’ hiring and professional development activity, best practices in recruitment, and ways to work more closely across marketing generations and with educational institutions. The workshop will address:

• Is there a ‘Generation Gap’ in the Marketing Ecosystem (including your company, vendors / partners, etc.)?
• What are organizations doing to establish world-class marketing results, such as training, mentoring, etc. and what impact are they having?
• What are educational institutions doing to prepare future generations of leaders to enter the workforce market-ready?
• What strategies are recommended to maintain the highest level of success among today’s leading marketers?
• What have been some of the results – positive and/or unexpected outcomes – of corporate strategies and approaches?

Moderator:                                                                                                                                                    .

Terri BartlettTerri L. Bartlett
President
Marketing EDGE

 

Executives:

Edith ChuEdith Chu
Human Resources Leader
IBM Ecosystems Development
Charlotte MasonCharlotte Mason, Ph.D
Professor of Marketing, Terry College of Business
University of Georgia


Leigh OberLeigh Ober
Chief People Officer
Javelin Marketing Group

 

2:35pm – 3:15pm

Speed to Market: The Changing Role of the Marketing Executive

Few positions will be subject to as much change over the next few years as that of today’s evolving marketing executive. Many CMOs think their marketers’ hands are already full managing the rise of new media, the growing number of sales and service touch points, and the fragmentation of customer segments. But as the forces of marketing proliferation gather strength, what’s actually required is a broadening of the marketing executive’s role and a quicker response to the customer’s real-time needs.

This expansion will encompass both a redefinition of the way the marketing function performs its critical tasks and the marketing lead’s assumption of a larger role as the “voice of the customer. “ Our panel of today’s leading marketing executives will detail how each are dealing with the opportunities and challenges that a rapidly evolving marketplace presents.

Moderator:                                                                                                                                                        .
Pete KrainikPete Krainik
Founder
CMO Club

 

 

Executives:

Peter Doucette PhotoPeter Doucette
Vice President of Consumer Sales & Marketing
The Boston Globe
Richard MarnellRichard Marnell
CMO
Viking River Cruises


placeholderGary Davis
Chief Consumer Security Evangelist
McAfee

 

More executives coming soon!

3:20pm – 4:00pm

Don’t Just Talk About It, Measure It:

Assessing the Value of Customer Experience Improvements

According to recent Forrester Research, 90% of firms indicated that customer experience is a top strategic priority for them in a marketplace of increasingly commoditized products and services. However, 86% of companies do not expect to get much value from their customer experience investments. This seeming contradiction may indicate that companies have yet to see convincing evidence that ties investments in customer experience to gains in company value.

The business impacts of customer experience investments need to be tracked beyond intermediary measures to hardcore financial measures that would interest a CFO.

During this robust session there will be a lively discussion among experts across a range of industries as they share innovative practices currently being used to understand the financial impact of an improved customer experience.

• Learn about key linkages – relating customer engagement and experience with increased sales and improved profits
• Find out how high customer experience scores can drive customer value from incremental purchases, lower attrition rate, and reduced costs to serve
• Understand how to translate changes in customer behavior into a financial business case for customer experience investments

Moderator:                                                                                                            .

Don RyanDon Ryan
Senior Partner
iKnowtion

 

Executives:

Jim BradyJim Brady
U.S. Strategy & Development, Customer Experience
General Motors

 

More executives coming soon!

4:00pm – 4:30pm

Networking Reception

5:00pm – 5:45pm

Afternoon Keynote:

Marketing in a Digital World

*NOTE: Strategic Summit attendees receive VIP seating

Today’s consumers expect more from the brands they trust. The explosive growth of digital and the increasing number of channels have led to a revolution in the practices and models that make companies work—placing marketers directly at the center of business strategy. As every part of the consumer experience becomes connected, from in-store to online to in-app, marketers are increasingly tasked with delivering experiences that engage and empower consumers throughout their decision journey. In order to be successful, marketers must reinvent themselves, their teams and their practices, so that they fill the gap between where marketing is, and where it needs to be as it shifts alongside consumer expectations. That transformation will require significant understanding that links marketers to consumers, data to creative, and online with offline channels. With Christopher Reynolds, vice president, Data & Marketing Analytics, Conde Nast joining onstage to share how they have pivoted around their consumer, John Mellor, vice president of Strategy, Business Development, and Marketing for Adobe Digital Marketing will explore what takes for marketers to empower the customer experience – and to drive success for organizations in a time when every consumer is connected.

Executives                                                                                          .
John MellorJohn Mellor
VP of Strategy & Business Development
Adobe

 

Christopher ReynoldsChristopher Reynolds
Vice President, Data & Marketing Analytics
Condé Nast

 

Tuesday, October 28th

7:30am – 8:30am

Going Global Breakfast:

The Global Review: Data-Driven Marketing around the World

All around the world, marketers are grasping the power of data as a driver of their customer engagement efforts. Casting aside old preconceptions about the roles of “traditional” and “emerging” channels, they’re deploying a wide range of media levers—and an increasingly sophisticated array of analytics and delivery tools—to capitalize on a promise that’s long characterized the practice of direct marketing: the ability to deliver the right experience, to the right customer, at the right time, through the right touchpoints.

But as enterprises increasingly leverage data in support of global marketing strategies, a new set of questions has emerged: Where, for example, is the practice of data-driven marketing best positioned for future growth? What are the obstacles to effective data utilization—and where are they the most daunting? And what other opportunities may be lurking around the corner for both marketers and service providers looking to apply insight to the critical task of customer marketing?

For the first time ever, answers to those important questions are in hand. Announcing the results of a groundbreaking global research effort, executives will share findings from the new Global Review of Data-Driven Marketing, an in-depth analysis of conditions in the data-driven marketing economy across more than 20 nations around the world. They’ll present conclusions from an unprecedented six-month research effort, including:

• Comparative snapshots of how companies are practicing data-driven marketing (DDM) in more than 20 countries across three different regions (the Americas, EMEA and Asia-Pacific) with a view on how optimism in the practice and its growth prospects varies across markets

• Perspectives on the evolving media mix—including a discussion of the converging roles of both “emerging” and “traditional” channels in fostering audience engagement

• Insights into recent trends with respect to marketer spending return on investment, regulatory barriers, supply chain activity and other factors key to the practice of data-driven marketing around the world

*Research presented in conjunction with Winterberry Group

Moderator:                                                                                                                                              .

placeholderJonathan Margulies
Managing Director
Winterberry Group

 

Executives:

Jodie SangsterJodie Sangster
Chief Executive Officer
ADMA

Chris CombemaleChris Combemale
Executive Director
UK-DMA

placeholderMartin Jones
Multibrand Digital Manager
L’Oreal Argentina

 

More executives coming soon!