Ethically Sourced Data: The New Data Imperative in a Post-CCPA World @Wells Fargo

This event is over.

It goes without saying that data has been the “currency” in marketing for years. Simply, we could not effectively go to market and drive growth without it. But today, data is a source of consequential risk and considerable opportunity for B2B marketers…and all marketers. Is CCPA a game-changer in terms of marketers’ ability to leverage third-party data and collect first-party data? Does the intensifying emphasis on data privacy and ethics impact brands’ ability to project purpose and garner trust? Is data the enabler or inhibitor of more relevant creativity and customer experiences? The near- and long-term future of data sits at the top of marketers’ care-abouts. At this one-day conference for ANA members only, join industry leaders in a far-ranging discussion of strategies and approaches to turning data into advantage at a time of considerable change.

 


Agenda

TIME EVENT DETAILS LOCATION
Wednesday, December 4, 2019
8:30am
- 9:00am
Networking Breakfast

9:00am
- 9:40am

CAN-SPAM, GDPR AND NOW CCPA

The California Consumer Privacy Act has wide reaching impact on your ability to communicate with prospective audiences. Whether you are a CIO, CTO, CCO, COO or CMO or simply in the marketing department, do you even have a rudimentary idea of CCPA will impact your 2020 Marketing Plans, Strategies and Tactics? Do you have a CCPA plan? What your responsibility is – even if no one has told you formally?

Dan Jaffe
Group Executive Vice President, Government Relations ANA
9:40am
- 10:20am

WHAT IT TAKES TO BE A MODERN DAY MARKETER AND CMO

Find out what it takes to be a modern day marketer, maybe even CMO one day, and how to thrive doing it. In this session, you’ll learn:

  1. Specific skill requirements & how they will continue to change/evolve
  2. The critical aspect of the CEO-CMO relationship
  3. Cross-functional C-suite collaboration and why you can’t succeed w/o those relationships, specifically: CRO, CFO, CIO and CHRO
  4. Culture and team building .. the marketing team of the future (which is not only FTEs and in-house), and
  5. Success metrics ... more than marketing metrics

Matt Preschern
Chief Marketing Officer Forcepoint
10:20am
- 10:40am
Networking Coffee Break

10:40am
- 11:20am

B2B 2020: TURNING CCPA INTO COMPETITIVE ADVANTAGE

As marketers grapple with the complexities, ambiguities and challenges of CCPA, they may miss the most important consideration and biggest opportunity: to solve their data issues once and for all. Tom Stein and Marc Keating of global agency Stein IAS will share their experiences and perspectives born out of work done for clients in EMEA that turned GDPR from compliance headache into massive marketing advantage. By shifting emphasis to rigorously compliant collection of first-party data, the Agency enabled clients to better define and “own” their total addressable markets, bringing to bear an unprecedented level of marketing efficiency and performance. Tom and Marc will demonstrate how principles applied in a GDPR context can work just as well in a CCPA context to turn compliance into competitive advantage.

Tom Stein
Chairman and Chief Customer Officer Stein IAS
Marc Keating
Chief Innovation Officer Stein IAS
11:20am
- 12:00pm

B2B MARKETING THOUGHT LEADERSHIP

Speaker TBA
12:00pm
- 12:45pm
Luncheon

12:45pm
- 1:25pm

CRISIS ALERT: MANAGING YOUR B2B BRAND IN AN UNPREDICTABLE WORLD

Every day there is a headline that brings companies, industries and even whole markets to their knees. Issues such as #MeToo, data security, gender equality and diversity can make or break a brand’s reputation. No matter where you are in the world, these types of events are unavoidable. We live in a high-stakes era and marketers must be prepared for anything at any time. We surveyed key stakeholders around the globe to get their thoughts on how this unpredictable environment is impacting brands and purchasing decisions.

Nichole Mullen
Sr. Director of Research Hotwire
1:25pm
- 1:30pm
Closing Remarks


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.