Tuesday, October 30, 2018
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8:15am - 9:00am
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Breakfast
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9:00am - 4:00pm
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General Session
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9:00am - 9:10am
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Opening Remarks
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Professor Ravi Dhar
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Director
Center for Customer Insights, Yale School of Management
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9:10am - 10:10am
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“One for All” : Chobani’s Quest to Give Yogurt to Everyone in America
Over the last decade, Chobani has become the No. 1-selling Greek yogurt brand in America and has established itself as a value-based, mission driven brand that’s committed to “doing well by doing good.” But when you lead the way, others will follow. In this session, Chobani’s Chief Commercial and Marketing Office Peter McGuinness will discuss the company’s dynamic 360° campaign to celebrate its 10-year anniversary and differentiate it from its competitors, and its innovative use of cutting-edge social media and data strategies.
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Peter McGuinness
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Chief Marketing Officer
Chobani
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10:10am - 11:10am
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“What's Going On? The Future of the Data-Driven Brand”
Smart marketers always wanted to give power to the people: CRM, marketing automation, data lakes, DMP, CDPs and closed ecosystems — all seemed like panaceas. Yet as data’s volume soars, marketers and agencies still struggle to build personalized experiences across channels. Meanwhile, consumers and regulators provide new requirements and constraints. What’s going on? In this session, Martin Kihn, former Gartner analyst and futurist-turned-SVP of Product Strategy at Salesforce, breaks down what the future of data means for marketers and for brands. He shows how leading brands already use integration, AI, dynamic content and a flexible brand “framework” to build more effective connections with their people.
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Martin Kihn
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Senior Vice President, Product Strategy, Marketing Cloud
Salesforce
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11:10am - 11:40am
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Networking Coffee Break
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11:40am - 12:40pm
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General Session Cont.
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Advancing NBC’s Olympic Marketing Approach
While most Americans have grown up watching the Olympics, with the current fragmented media landscape and growing demand for personalization, the opportunity was ripe to reconsider our historical approach to promoting one of the world's largest sporting events, and engaging consumers in new ways to further their connection to this sports tradition.
In this session, we will discuss how consumer insights set the foundation to transform our consumer engagement strategy for the planning and promotion of the 2018 Winter Olympics, and future Olympic games. We will examine the role data played in achieving scaled segmentation, and supporting an agile content engine to drive relevance by recognizing the differentiated values and behaviors of today's dynamic consumer.
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Jennifer Storms
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Chief Marketing Officer
NBC Sports
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12:40pm - 1:40pm
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Luncheon
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1:40pm - 3:40pm
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General Session Cont.
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1:40pm - 2:40pm
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Pushing the Data Envelope & the Quest to Know Everyone on Earth
In this session, we will talk about how data is now a driving force in determining what marketing is used in both the digital and brand sides of marketing. We’ll talk through some tests that we've done, but more interestingly where data is promising and where it falls short. We’ll also touch on personalization (the Quest to Know Everyone on Earth), where it is, and where it's going.
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Ben Harrell
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Chief Marketing Officer
Priceline.com
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2:40pm - 3:40pm
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THE DIGITAL TRANSFORMATION OF A 50-YEAR OLD RESTAURANT BRAND
By attending this session, attendees will be better prepared to:
- Determine the importance of a strong company foundation.
- Identify best practices for using data to retain current customers while aiming for new ones.
- Recognize that going global means having a global framework and the importance to modify for local needs.
- Describe the single biggest ingredient for success.
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Carissa Ganelli
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Chief Digital Officer
Subway
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3:40pm - 4:45pm
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Brand Building in the Digital Age
At AB InBev, the world’s largest brewer, innovation and reinvention plays a critical role in staying on top of global trends and meeting the fast-changing demands of the global beer consumer. In his talk, Jorn Socquet, Global Vice President of Strategic Priorities at AB InBev will discuss AB InBev’s approach to innovation and brand positioning in the digital age.
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Jorn Socquet
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Global Vice President, Strategic Priorities
AB InBev
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