Wednesday, November 6, 2024
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9:00am - 9:30am
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WELCOME & REGISTRATION
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9:30am - 9:45am
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OPENING REMARKS
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Jackson Bazley
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Executive Vice President, Measurement for Marketers
ANA
Jennifer Wilson
SVP Chief Marketing Officer
Lowe’s
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9:45am - 10:15am
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THE ART AND SCIENCE OF UNLOCKING THE FLYWHEEL THROUGH DATA
At Lowe’s, we’re customer-centric and ROI-obsessed, bringing fresh thinking and data-backed ideas to our marketing. As the first national home improvement retailer to offer distinct loyalty programs for homeowners and Pros, Lowe’s can capture data in a bigger way while offering more value to customers. Through the zero-party data we collect from those programs, and our first and third-party data, we can be more customer-led across our paid and owned channels. We leverage our data and martech capabilities to target customers more precisely based off their signal and behaviors with more personalized content. Our media strategy is executed in harmony with the Lowe’s Media Network, so our clients benefit from the same disciplines and tools of a Fortune 50 company. Data is the differentiator for Lowe’s, allowing us to unlock the flywheel effect, create momentum and sustain growth.
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Moderator: Jennifer Wilson
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SVP, Chief Marketing Officer
Lowe’s
Amanda Bailey
VP Customer Marketing and Loyalty
Lowe’s
Lei Duran
VP Retail Marketing and Media
Lowe’s
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10:15am - 10:45am
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REVOLUTIONIZING THE CAR BUYING EXPERIENCE
Getting a new car can be a very fun, exciting, and rewarding experience, however, it tends to be one of the longest and most painful buying experiences in the world today. Consumers spend on average, 3-4 hours in a dealership from the time they enter the dealership until the time they leave. And most frustrating for consumers is that most of that time is spent idle in the store. At Sonic Automotive, we set out to revolutionize that process on our EchoPark Automotive business, making a seamless omnichannel experience, so the consumer can drive the process, spend less time in the dealership, and leave a very happy owner. We started this process in January of 2021, with the goal to have a new website and buy flow live by the end of that year. First came in-depth consumer research, followed by creating concepts, consumer testing, and then development. We put the consumer in the driver’s seat, allowing them to do as much online as they want- buy a car A to Z, or do half online, half in-store. Our new website and buy flow went live in December of 2021, and in the first year, we sold over $200M in cars from the website. As important, the NPS for consumers who went through the buy flow was a 90 vs. those who bought in a traditional manner at a 77.
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Ashley Banegas
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Director of Customer Experience
Bottle Rocket
Steve Wittman
Chief Digital Officer
Sonic & EchoPark Automotive
View Presentation
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10:45am - 11:15am
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NETWORKING BREAK
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11:15am - 11:45am
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DATA IS THE HERO OF WELLS FARGO’S NEXT BEST MESSAGE
Erin McFarland, Head of Channel Strategy & Revenue Optimization at Wells Fargo, will share how her team took their customer decision engine strategies from basic to industry-leading in under 18 months, leveraging data to create double digit growth.
With a focus on delivering more relevant content to over 30 million customers, Wells Fargo has built a sophisticated portfolio of data-driven analytics solutions that now guide every step in determining next best message to customers. From harnessing rich customer data to power robust propensity models to gaining insights into competing campaigns and simulating the effects of new strategic optimizations, analytics form the foundation of the team’s approach.
Join us to explore the measurement strategies that inform the ‘brain’ behind customer messaging. Discover how data is the key to unlocking increased engagement and drive growth.
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Erin McFarland
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Executive Vice President, Marketing Channel Strategy & Revenue Optimization
Wells Fargo
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11:45am - 12:15pm
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PERSONALIZING YOUR BRAND- MOVING OUT OF THE FRIEND ZONE
Doug Zarkin will explore key themes from his book, focusing on the personalization of advertising and the dynamics of brand-consumer relationships. Learn how to transcend the “Friend Zone” by creating personalized, meaningful connections that resonate on a deeper level. Discover strategies to transform your brand from just being “liked” to being truly loved, evoking passion and unshakeable devotion from your audience.
Additionally, Doug will introduce the groundbreaking concept of System 1 testing as a powerful means to measure the impact of creative efforts. This innovative approach will provide invaluable insights into how your brand’s messaging can elicit emotional responses and foster a stronger connection with consumers.
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Doug Zarkin
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Chief Brand Officer
Good Feet Worldwide
Alex Banks
SVP, Americas
System1 Research
View Presentation
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12:15pm - 1:15pm
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LUNCH
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1:15pm - 1:45pm
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THE POWER OF PREDICTIVE INTELLIGENCE IN SHAPING THE FUTURE OF MARKETING PERFORMANCE
Data-driven decision making is an essential practice at any successful organization and the introduction of AI has opened a new world of possibilities for marketers to collect, analyze, and act on customer and prospect data and analytics. Now, using AI models to analyze data sets to produce accurate predictive insights on audiences is allowing brands to stay one step ahead of the competition. Join Resonate CMO Ericka McCoy as she discusses how Resonate helps brands take advantage of predictive intelligence to increase performance.
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Ericka Podesta McCoy
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CMO
Resonate
View Presentation
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1:45pm - 2:15pm
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SMS MARKETING: BLENDING CONTENT, ENGAGEMENT, AND REVENUE
This session will dive into the Carolina Hurricanes' text message strategy, which emphasizes content and responsiveness as much as sales-focused messaging. In the first seven months since launch, the organization has seen a 3:1 ROI via text messaging, branching out from the traditional use of an SMS platform. The team aims to entertain, inform, and sell, and each pillar is as important as the next when building a comprehensive strategy.
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Matt Sutor
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Senior Director of Marketing
Carolina Hurricanes Hockey Club
View Presentation
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2:15pm - 2:45pm
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DRIVING RESULTS: VISIT NC’S SURGICAL APPROACH TO MAXIMIZING IMPACT
Marketing a state for travel and tourism is a complex business challenge. There are several factors that come into play, making it difficult to pursue a one-blanket campaign strategy. Even traditional personalization tools can prove to be less effective in meeting brand goals. In this session, Visit NC and advertising agency, Luquire, will share their methods for solving this challenge by offering an inside look into the specific approach that effectively brought the “For Real, Visit NC” campaign to the right markets and audiences.
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Scott Peacock
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Director of Marketing & Communications
Visit North Carolina
Stephanie Spicer
President
Luquire
View Presentation
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2:45pm - 2:50pm
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CLOSING REMARKS
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Jackson Bazley
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Executive Vice President, Measurement for Marketers
ANA
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