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USAA: Executing on Insight

Robert Welborn, executive director and chief data and analytics officer of applied analytics at USAA, presented the insights and findings learned on the way to integrating analytics streams with their marketing strategy and execution.

The Case for Zero Paid Media

Joseph Jaffe, author and CEO of Evol8tion, made the case for moving toward a zero-paid-media budget and provided an action plan to help brands create more retention-focused marketing efforts.

2014 Consumer Electronics Show: What Marketers Need to Know

Shelly Palmer, an advertising, marketing, and technology consultant, helped marketers make sense of the Consumer Electronics Show (CES) with a high-level recap of key learnings, trends, and implications for marketers.

Ball Brand Jars Win Over Millennials

Steve Hungsberg, senior brand manager for fresh preserving at Jarden Home Brands, discussed how he rejuvenated the Ball brand of jars through connecting with a new type of core consumer.

City Year Reaches Millennials Through Social Media

Gillian Smith, chief marketing officer at City Year, shared key lessons learned, and insights on how its message resonated with Millennials and drove significant increases in awareness among the influential group through social media.

Marketing to Millennials: Top Trends and Ways to Reach this Elusive Group

Jeff Fromm, executive vice president at Barkley and co-author of Marketing to Millennials, shared new research and best practices in creating brand engagement for Millennials in an entertaining and educational format.

Millennials and Their Music

Elliot Lum, vice president at Columbia Records Creative Agency, shared analysis from a Sony Music behavioral study on how marketers can more effectively target Millennials through music.

Visit Philadelphia Connects the Millennial Generation to Neighborhoods Through an Integrated, Multi-Media Approach

Betsy Oliphant, director of advertising at Visit Philadelphia, discussed how the brand utilized social media and locally targeted marketing to bring awareness and business to Philadelphia’s most vibrant, emerging neighborhoods.

Levi Strauss & Co. Leverages Curated Content to Reach Global Consumers

Julia Bois, digital brand manager at Levi Strauss & Co., Diana Klochkova, global social manager at Levi Strauss & Co., and Kirsten Green, senior account manager at Thismoment, shared how they curated content across Instagram and YouTube that garnered not only significant user participation, but breathed new life into the heritage 501 jean.

Agency Search: Innovative RFI/RFP Approaches

Anna Horgan, procurement executive at Eli Lilly and Company, United Kingdom, and Mike Thyen, director of procurement in emerging markets at Eli Lilly and Company, shared three case studies that demonstrate Lilly’s approach to customizing the pitch process to increase the chance of long-term satisfaction with the procurement process.

Apollo Education Group Case Study: Using Data to Improve the Customer Experience

The Apollo Education Group applied digital analytics and consumer insights to customize messages to consumers, which not only created a better user experience, but also drove business results as well.

Kaiser Permanente Wins With Loyalty and Retention Strategies

Kaiser Permanente’s Sid Sheel talked about the brand’s loyalty and retention program, and how the team builds and maintains members through retention strategies.

Monsanto Uses Big Data to Build Multi-Channel Marketing Analytics Strategy

Alight Analytics’ Matt Hertig and Monsanto’s Gary Sakin discussed how data dashboards were used to plan and optimize Monsanto’s marketing ROI.

Procurement at Interpublic

Eliseo Rojas, chief procurement officer of the Interpublic Group of Companies, shared how a holding company’s strategic sourcing, procurement, and supplier functions help create better partnerships with agencies and clients.

The North Face: Building Loyalty with Behavioral Data to Drive Sales

The North Face used Facebook data and its own loyalty reward program to better understand and tailor content to its customers.

Where Marketing and Finance Agree on Measurement for Creating Value

Meg Blair, the founding president of the Marketing Accountability Standards Board (MASB), provided an overview of the MASB initiative to establish an industry standard for marketing accountability and predictability to improve financial performance and guide business decision-makers.

How Hess Express Innovates Through Integrated Mobile Marketing

Jaime Liszczak, marketing manager at Hess Corporation, and John Lynch, search engine marketing strategist at The Halo Group, shared a Hess Express integrated mobile case study, and discussed challenges, strategies, and lessons learned.

King’s Hawaiian: Integration of Social Media and Consumer Care

Chad Donvito, director of brand management at King’s Hawaiian, and Courtney Taira, consumer care lead at King’s Hawaiian, shared insights on the brand’s integration of social media and consumer care.

The New York Times Company Shares How Marketers Can Capitalize on Growing Mobile Habits and Trends

Michael Zimbalist, vice president of research and development at The New York Times Company, and Steve Shalit, vice president of research and development at The New York Times Company, shared insights and recent research regarding the enormous opportunity mobile presents to advertisers.

Commercial Production Tax Incentives for Advertisers and Marketers

Mike Kolko, director of production tax incentive at CAPS Payroll, identified the key states most beneficial to advertisers by exploring the nuances of their commercial production tax incentive programs.

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