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 – 11:10am

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

11:10am – 11:50am

Financing the Next Wave of Marketing Technology

Today, technology in marketing is driving all aspects of business decision-making and overall strategic planning. As the wave becomes a tsunami and change is ever-present, executives like you need greater insight into what banks and investors are seeking. Prepare to hear from some of the leading investors and key players in the MarketTech on the next wave of financing in this segment.

Executives:                                                                                                                                                       .

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


Amir AkhavanAmir Akhavan
Managing Director
JEGI

 

More executives coming soon!

11:50am – 12:00pm

Networking Roundtable Power Break

12:00pm – 1:15pm

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

1:30pm – 2:15pm

Digitizing the Consumer Decision Journey

More information coming soon!

Alec BokmanAlec Bokman                                                                                         .
Expert Associate Principle
Mckinsey & Company

2:15pm – 2:30pm

Networking Roundtable Power Break

2:30pm – 3:15pm

Speed to Market: The Changing Role of the CMO

Few senior executive positions will be subject to as much change over the next few years as that of the Chief Marketing Officer. Many CEOs think that their senior 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 CMO’s role and how quickly he or she responds to the customers’ real-time needs. This expansion will encompass both a redefinition of the way the marketing function performs its critical tasks and the CMO’s assumption of a larger role as the “voice of the customer”. Our panel of Marketing Leads will detail how they 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

 

More executives coming soon!

3:15pm – 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:

Carrie ZuchorskiCarrie Zuchorski
VP, Customer Care
Weight Watchers
Justine MetzJustine Metz
Head of Global Wealth Management Marketing and Sales Support
Bank of America


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

More executives to be announced