The Future of Marketing Technology hosted by Northeastern University

This event is over.

Join the ANA Educational Foundation (AEF) and Northeastern University’s D’Amore-McKim School of Business on Friday, March 31, 2023 to hear from top minds in marketing innovations during a live Zoom event. Sessions will offer a window into the future on consumer behaviors, the role of technology, and why marketers must be ready to adapt an innovative mindset. Hear from leading marketers as they present case studies and lessons learned around digital innovation. Topics covered will include Web3, artificial intelligence, e-commerce, and how data drives the technology.

Agenda

TIME	EVENT DETAILS	LOCATION
Friday, March 31, 2023
2:00pm - 2:05pm	OPENING REMARKS Marcia Soling Vice President, Content Manager ANA Educational Foundation Koen Pauwels Professor, Marketing & Co-Founding Director, (DATA) Initiative Northeastern University, Boston
2:05pm - 2:40pm	NAVIGATING THE FUTURE: HOW WEB3 AND THE METAVERSE ARE TRANSFORMING MARKETING In this talk, we will explore the concept of the metaverse, its current state, and its potential in the not-too-distant future. We will discuss what the metaverse means for consumers, the opportunities it presents for brands and delve into the topic of NFTs and their role in the metaverse. Additionally, we will explore recent brand use cases in the metaverse and discuss how brands can win in this emerging space. Finally, we will cover key considerations for brands looking to enter the metaverse, including the importance of creating immersive experiences and building authentic relationships with consumers. Kerry Elsdon VP, Web3 Marketing & Creative Technology Mastercard
2:40pm - 3:15pm	LEVERAGING MARKETING TECHNOLOGY TO DELIVER A CONNECTED GUEST EXPERIENCE In an era where convenience is king, e-commerce and loyalty programs are table stakes, and consumers are aware of the value of their data and expect value in return, brands must leverage technology to create meaningful, convenient, seamless, and satisfying guest experiences. From streamlining internal processes to optimizing campaigns based on customer behavior, to listening to feedback and gleaning actionable insights, to resolving issues and recovering guests, the evolution and role of marketing technology is critical in world where experience is everything. Deena McKinley Chief Experience Officer Papa Gino's View Video and Presentation
3:15pm - 3:50pm	DEMYSTIFYING PERSONALIZATION AT SCALE The past decade has seen many companies set sight on the elusive holy grail of personalization but struggling to go beyond scratching the surface of the potential it can unlock. Scaling personalization, in the most simplistic form, requires building a foundation that begins with data and the ability to surface the insights provided by the data to deliver meaningful & relevant experiences to an individual. In this session we talk about what this means and why this will always be a moving target. Sneha Narahalli VP, Head of Product Sephora View Event Recap
3:50pm - 4:25pm	CLEANING UP WITH A DATA CLEAN ROOM Shooting bullseyes with AI, Zero Party Data and Media Networks. Imteaz Ahamed Director, Performance Marketing Reckitt View Event Recap and Related Materials
4:25pm - 4:30pm	CLOSING REMARKS BY NORTHEASTERN UNIVERSITY

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.