Digital Innovation @ Fordham University

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Talking Tech: How MarTech Powers Next-Level Consumer Connections

Due to capacity, registration is now closed, please join the waitlist here.

Join the ANA Educational Foundation (AEF) and the Fordham University Center for Positive Marketing on Wednesday, February 5, 2020 to hear from the top minds in digital marketing. Speakers will discuss the latest challenges, innovations and opportunities presented by breakthroughs in AI, AR. We will also explore how technology powers brands to connect with consumers. The conference welcomes professional marketers and advertisers and as well as members of the Fordham community to hear best practices, gain actionable insights and share notes at an event exploring the frontiers of digital strategy and consumer engagement.


Agenda

 



TIME EVENT DETAILS LOCATION
Wednesday, February 5, 2020
8:15am
- 9:00am
BREAKFAST

9:00am
- 9:10am
OPENING REMARKS

9:10am
- 9:55am

HOW EMERGING DIGITAL CAPABILITIES ARE RESHAPING MARKETING

Marketing as we know it is being re-invented right in front of our eyes, due in large part to the innovations in digital. Whether it is empowering consumers with devices on the go, or have access to better information, or to represent their collective voice better than ever. Or in challenging marketers to know better about everything, deliver more human interactions, and optimizing every aspect of how they envision, plan and execute their day-to-day activities. Where is this path headed? And what as marketers do we have to prepare for? Join us for a brief window into the future through the lens of a few pioneering examples.

Iday Shanawaz
Associate Partner IBM IX
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9:55am
- 10:40am

HOW WAZE EMPOWERS A COMMUNITY TO CHANGE THE WAY THE WORLD MOVES

Technology and data-driven innovations have dramatically transformed the advertising landscape over the last decade. The ability to target, personalize, and measure advertising interactions has never been as precise as it is today. But has this intelligence actually made it easier to authentically connect and build meaningful relationships with customers? At Waze, the team has always put people at the center of their marketing strategy. In this session, learn how Waze leverages its marketing platform to engage & transform its customer base into a community that drives real-world impact.

Erin Clift
Global Marketing and Partnerships Waze
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10:40am
- 11:00am
NETWORKING COFFEE BREAK

11:00am
- 11:45am

DRIVING CONSUMERS DOWN THE E-COMMERCE PURCHASE FUNNEL: HOW TO GAUGE TRUE ROI

Marketing leaders are being challenged more than ever to prove ROI and justify marketing investments, and Forrester Research recently claimed that companies obsessed with customer experience are more profitable and see higher growth. The industry standard methods and KPIs for measuring media performance aren't the most effective ways to gauge success, particularly as there are more marketing channels and more ways to measure performance than ever before. With data-driven performance marketing more data becomes available, offering deeper analysis to determine which media is most valuable in boosting a brand's online/offline revenue and informing better business decisions. This session will discuss best practices on how to use data to better target/re-target, hyper-personalize and optimize your marketing investments across channels in order to enhance performance, while increasing value to your customers and driving them down the e-commerce purchase funnel to conversion.

Arti Sahgal
Embedded Consultant - Senior Digital Marketing & Transformation Leader Heineken USA
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11:45am
- 12:30pm

BUILDING SOCIAL EQUITY BRICK BY BRICK

Over the past decade, the LEGO Group’s social media presence has grown from being non-existent, to a best-in-class, fun and engaging experience across leading social platforms, delivering meaningful and engaging interactions with millions of fans every day. In an ever changing marketing ecosystem, James will take you through how The LEGO Group has developed a global and evocative social media content strategy across audiences and social channels.

James Gregson
Head of Social Media Studio LEGO
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12:45pm
- 1:45pm
LUNCH

1:45pm
- 2:30pm

AUTOMATED DISPLAY CAMPAIGNS: MEASUREMENT AND REPORTING TO IMPROVE ROAS

Marketing automation is now widely available via the big digital advertising players, such as Facebook and Google. In particular, display advertising on Facebook has emerged as a cornerstone of paid growth. In recent years, advertisers spent billions of dollars on various display advertising campaigns directly through Facebook or third-party vendors. It is thus essential to obtain reliable estimates of efficiency associated with such campaigns. 

The first part of this presentation will walk through marketing automation landscape focusing on platforms, vendors, and in-house capabilities. The second part will dig deeper into the performance measurement and reporting, namely how Facebook conversion lift reporting can be used to fuel ROI-driven results. The third part will discuss the DOs and DONTs and share some of the industry's best practices.

Ye Jin
Head of Marketing, Media Luxury Airbnb
Anna Meshcherova
Growth Marketing Manager Airbnb
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2:30pm
- 3:05pm

BUILDING A MORE INSPIRED INTERNET

Join Pinterest to learn how to harness the power of inspiration to take people from “I dreamed it” to “I did it,” building a better internet along the way.

Sarika Sangwan
Head of Financial Services Pinterest
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3:20pm
- 3:30pm
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.