Data Driven Omnichannel Marketing @ Penguin Random House

How unified and frictionless are your customer interactions with your brand through your omnichannel marketing: online, through social media, emails, on mobile, print or in-store. Consumers script their own journeys and expect seamless touchpoints across multiple channels, and every one of them matters. Quality data segmentation and subsequent multi-stage marketing mix methodologies are critical in executing this customer acquisition journey and achieving growth and maximum sales ROI. What is the impact of traditional tactics including paid and earned media, events, mail, word of mouth, as well as online methods (brand owned, retailer and influencer based). Nearly all businesses see value in data and measurement but only a few are fully harnessing its potential. Take a strategic and multi-staged approach for full 360 degree optimization.

when

Start: Tuesday, June 30, 2020 at 8:30am

End: Tuesday, June 30, 2020 at 3:30pm

WHERE

Penguin Random House
1745 Broadway
Maya Angelou Room, 2nd Floor
New York, NY 10019

Registration Pricing

Client-Side Tier Platinum Tier Gold Tier Silver Tier Individual Nonmember
Registration
Registration Client-Side Tier $0 Platinum Tier $100 Gold Tier $200 Silver Tier $350 Individual N/A Nonmember N/A

For issues processing your registration or to ask further questions about this event, please contact registration@ana.net


Agenda

TIME EVENT DETAILS LOCATION
Tuesday, June 30, 2020
8:30am
- 9:30am
BREAKFAST

9:30am
- 9:45am
Welcoming Remarks

Mark Kaline
Senior Vice President, Data and Technology Practice ANA
9:45am
- 10:30am

CHALLENGING ASSUMPTIONS WITH DATA: THERE'S A TASK FORCE FOR THAT

Book clubs are an essential part of the D2C strategy in the publishing industry. Because of the ubiquitous nature of book clubs, we assumed we knew this audience, but without the data to back it up, it was impossible to really know how this audience behaves, shops, and engages online and offline. To challenge our preconceived ideas about this very valuable audience, Penguin Random House undertook a two-year corporate task force to prove or disprove our assumptions with first-party data. In this session, we’ll explore the challenges and best practices for operating a cross-functional, cross-divisional committee, designing proprietary quantitative and qualitative research, and sifting through an enormous amount of data for actionable takeaways.

Andrea DeWerd
Senior Director, Marketing Random House Christian Publishing and Crown Forum
10:30am
- 11:15am

EXPANDING THE ENTERTAINMENT BASED EXPERIENCE: DATA IN THE STREAMING AUDIO AGE

Music is arguably the most common content and cultural connection point across the globe. With over hundreds of millions of people accessing the entire library of music on-demand every day, we have an unprecedented opportunity to understand the patterns and nuances of that consumption. Identifying and leveraging the broad direct to consumer tastes across its own first party data platform afford a unique selling proposition for entertainment-based products. One of the opportunities this creates is that audio streaming can allow us to unlock moments and mindsets to create connections between brands and fans. Learn methods in which a company can build and leverage proprietary audience development assets for future growth.

Sean Kegelman
Global Head of Data & Audience Solutions Spotify
11:15am
- 11:30am
Networking Coffee Break

11:30am
- 12:15pm

DO THIS, NOT THAT! EMAIL & EMERGING MEDIA TECHNIQUES

This fast paced session will explore the top email marketing tactics that hold long-term value and drive results. Learn the latest dos and don’ts related to email marketing and how to implement them into your own marketing campaigns. Gain knowledge on what offers and techniques increase customers and what is driving strong direct marketing results using email & emerging media marketing initiatives. Acquire measurable tactics to pull interested leads and actionable tips on how to double open rates, customer lifetime value, and more with a few easy tweaks. 

Jay Schwedelson
President and CEO Worldata
12:15pm
- 1:00pm

MULTI-STAGE MARKETING MIX MODELING: THE CONSUMER DECISION JOURNEY

In this session, consumer marketers will discuss the challenges and pose solutions to such questions as: What are the purchase journeys for a brand in each category? What tactics or touch points are important for awareness, consideration, conversion?

What does this mean for our brands? Measuring marketing objectives when sales isn’t the only outcome, each tactic’s contribution on each stage of the journey: awareness, consideration/engagement, conversion, and understanding how upper funnel tactics contribute to each stage of the journey will be among the topics addressed. The impact via traditional tactics including paid and earned media, events, word of mouth, as well as online methods (brand owned, retailer and influencer based) take a strategic and multi-staged approach for full 360 degree optimization.

Doug Jensen
Vice President, CRM & Corporate Marketing Analytics The Estée Lauder Companies
1:00pm
- 2:00pm
Lunch

2:00pm
- 2:45pm

3 WAYS TO LEVERAGE TECH TO TURN DATA INTO INTELLIGENCE

In this session,  Resonate will review the challenges of the consumer and customer intelligence landscape and reveal three key ways technology is playing a critical role in revealing powerful insights required to transform your business.

Ericka Podesta McCoy
Chief Marketing Officer Resonate
2:45pm
- 3:30pm

FROM BOGO TO BEST IN CLASS - PUTTING THE CARE BACK IN EYE CARE

Randy Schmidt
Pearle Vision

Cancellation Policy and Notes

No refunds will be granted for any cancellations or for 'no shows.' Unused registrations/applications have no monetary value and cannot be credited to future years or events. ANA will not issue refunds or credits due to failure to redeem a discount coupon during the registration process. You may transfer your registration to a colleague at no additional cost.