ANA Marketing Technology @ eBay (Members Only Conference) sponsored by AT&T AdWorks

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The blending of marketing and technology, also known as martech, occurs when one harnesses technology to achieve marketing goals and objectives. Most anyone involved with marketing is also likely dealing with technology since the two fields are so intertwined. Through case studies and presentations from brand marketers, this ANA members-only conference will explore marketing technology and how brands can effectively integrate martech into their marketing strategy and operations.

Hosted by eBay, this complimentary ANA members-only conference is crucial for hybrid professionals who are both marketing- and tech-savvy, and for those wanting to learn more about marketing technology.

 

**Please reference this map for instructions on where to park on the eBay campus.**

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Agenda

TIME EVENT DETAILS LOCATION
Thursday, April 13, 2017
8:15am Breakfast

9:00am General Session

LEVERAGING MARKETING TECHNOLOGY TO BUILD BRAND ALLEGIANCE

At eBay we inspire people to find the items that are just right for them.  We understand our customers as individuals and connect with them in a personalized way.  In this session, Suzy Deering, CMO at eBay, will share her perspective on balancing human capital and marketing technology to create brand allegiance.  Suzy will provide key insights, including her thoughts on why technology should enable, not replace, marketers.  

Suzy Deering
CMO eBay

AMAZON ALEXA: BRINGING AI TO CONSUMERS’ HOMES

Amazon Alexa took the marketplace by storm, bringing artificial intelligence into consumers’ homes. Some people bought two or three of her. People built special niches in their walls for her. In this session, Matthew Cadman, Senior Business Development Manager, Alexa at Amazon, will share the story of Amazon Alexa, consumer reception, and lessons learned along the way.

Matthew Cadman
Senior Business Development Manager, Alexa Amazon
10:40am Coffee Break

11:00am General Session Cont.

MCKESSON: INSIDE THE DIGITAL TRANSFORMATION OF MARKETING

Transforming your marketing organization for the digital world can be challenging. Especially when it comes to the sheer number of marketing technology solutions that exist in today’s marketplace. Rohit Parbhakar, head of digital marketing and technologies at McKesson, developed a recipe for transforming McKesson’s marketing team and will share his insights on how other brands can do the same. Rohit will cover the key ingredients to transform your marketing team, key areas of marketing technology that one should invest in, and other areas beyond technology that one may need to plan and act on.

Rohit Parbhakar
Head of Digital Marketing & Technologies McKesson

VISA: USING BIG DATA TO CREATE UNIQUE EXPERIENCES

Sandeep Milar, Global Head of Advertising Solutions at Visa, spends his days exploring how big data can improve marketing and advertising. Using Visa’s spend and purchase data, Sandeep is able to develop more effective advertising and loyalty campaigns that engage and delight customers. Learn how Sandeep has lassoed Big Data at Visa and has used it to improve Visa’s and their partners’ marketing and sales by powering new experiences across mobile, digital, and social media platforms.

Sandeep Milar
Global Head of Advertising Solutions Visa
12:30pm Luncheon

1:30pm General Session Cont.

IBM WATSON: COGNITIVE INNOVATION ON PROGRAMMATIC MEDIA

Watson is a cognitive technology from IBM that can think like a human. Several years ago Watson competed on “Jeopardy!”, beating two of the program’s greatest champions. Today, IBM is using Watson and its cognitive solutions to maximize the ROI of our programmatic advertising. In this session, Brittany Kirkland, digital marketing manager - data analytics, performance marketing at IBM, will share their cognitive bid optimization story, with key lessons learned to improve the effectiveness of programmatic advertising.

Brittany Kirkland
Digital Marketing Manager - Data Analytics, Performance Marketing IBM

KURI: LAUNCHING A PRODUCT AT CES

Launched at the 2017 CES as “an intelligent robot for the home,” Kuri is designed to interact freely with family members—but in different ways. Kuri has personality, awareness, and mobility; that will treat the mother of the house differently than it treats a child. In this session, Chris Mathews, VP of marketing at Mayfield Robotics, a subsidiary of Bosch, and Gary Stein, director of marketplace insights at Eleven, will share what it takes to launch a product at CES and lessons learned along the way.

Chris Mathews
VP of Marketing Mayfield Robotics, a subsidiary of Bosch
Gary Stein
Director of Marketplace Insights Eleven

ADDRESSABLE ADVERTISING SETTLES TV DISRUPTION

Over the last decade, billions of advertising dollars have flowed out of television and into the online space largely due to accountability. The waste associated with traditional TV buying based solely on age and gender in limited contextual settings, has left advertisers struggling to find their audience and deliver results. In this session, you will learn how to use addressable advertising to better target and eliminate waste from TV ad spend.

Pete Mann
Director, National Ad Sales AT&T AdWorks
3:45pm Conference Adjournment