Marketing Innovation @ SAS Institute, Inc.

This event is over.

Innovation is essential to an organization’s long-term success. In an increasingly competitive marketplace, marketers must be willing to embrace change, push boundaries, and challenge the status quo to connect with consumers in new ways. Forward-thinking brands are reinventing their business models, redesigning the way stories are told, and leveraging technology to create seamless customer journeys.

Hosted by SAS – a company where innovation has always been part of the corporate culture – this members-only event will feature sessions from leading marketers who will share their stories in marketing innovation. Hear insightful case studies, learn best practices, and walk away with actionable takeaways to apply to your own businesses. You’ll also enjoy ample time to network with industry peers working to influence marketing decision making and drive business goals through innovation.


Agenda

TIME EVENT DETAILS LOCATION
Thursday, September 12, 2019
8:15am
- 9:00am
Breakfast

9:00am
- 9:10am
Opening Remarks

9:10am
- 9:55am

DATA-DRIVEN MARKETING: HOW DATA AND TECHNOLOGY CAN KEEP MARKETERS RELEVANT

In today’s ever-changing, multifaceted marketing ecosystem, it’s easy for marketers to feel overwhelmed. Not only are we responsible for brand awareness and lead generation efforts, but we must constantly upskill and reskill to stay relevant within our organizations. How can we fight back? During this session, we’ll explain how marketing teams can and should use data and technology to make us more efficient while still maintaining authentic human connection. We’ll describe how to use the explosion of data to our advantage, fueling more algorithmic and real-time approaches to addressing different business issues – and customer experience (CX) in particular. And we’ll outline how we’re innovating here at SAS, using our own technology and modernizations to inform our marketing teams and priorities.

Wilson Raj
Global Director, Customer Intelligence SAS
Andrew Dixon
Vice President, Americas Marketing and Shared Services SAS
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9:55am
- 10:40am

THE FABRIC OF OUR LIVES™: A NEW ERA OF BRAND ENGAGEMENT

Cotton Inc. has been researching, promoting, and improving the demand and profitability of cotton for nearly five decades. With the diversification of media, plethora of brands, and increasing influence of online retailing - how does a brand break through to consumers? The marketplace today offers so many options that affinity for a brand and traditional advertising is not always enough to gain a competitive advantage. Brands and retailers must find ways to engage differently and come to the realization that consumers desire experiences, and that brands are simply part of that journey. In this session, learn how Cotton Inc. is using a diversified portfolio to reach millennials and gen Z to change awareness and influence sales.

Kim Kitchings
Senior Vice President, Consumer Marketing Cotton Inc.
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10:40am
- 11:05am
Networking Coffee Break

11:05am
- 11:50am

CONNECTING TECHNOLOGY WITH CREATIVE

The tools to deliver your technical and creative ideas have never been more varied and powerful, and the ways in which they can come together could generate many millions of different 'looks'. Finding creative applications for technologies is both rewarding and challenging. In this session we'll cover lessons learned working in research and development, sharing the fruits of 'experiments' with others, in three different industries. No matter what client you serve, or what audience you're trying to reach, the applied principles remain the same.

Andy Hunt
Manager, Digital Innovation Lab The Hershey Company
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11:50am
- 12:35pm

ALLY FINANCIAL’S TEST AND LEARN APPROACH TO INNOVATION AND TECHNOLOGY

Location-based marketing is a direct marketing strategy that uses a mobile device's location to alert the device's owner about an offering from a business. Typically, location-based alerts are delivered to smartphones through SMS text messages. In this session, hear how the Ally Marketing Innovation team used a test and learn approach with this technology and some early lessons learned.

Kelly Branch
Director, Marketing Innovation & Strategy Ally Financial
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12:35pm
- 1:25pm
Luncheon

1:25pm
- 2:10pm

DRIVING INNOVATION INTO YOUR BRAND (AND YOUR COMPANY)

Building a Brand is challenging on a good day. Doing it in a complex, matrixed, global, decentralized, engineering-driven, product-centric environment is virtually impossible. Yet today, Lenovo is poised to launch the largest brand-building effort in the history of the company. Spanning 12 global markets and the full range of paid, owned, and earned channels, this initiative has set out to not only change the way the world sees Lenovo but also the way Lenovo sees itself. From R&D to Sales and Service, Marketing is helping to drive a complete change in the way the Lenovo brand is experienced in the world. In this session, go behind the scenes to understand how this effort came to life and the five factors that were absolutely critical to driving this change.

Quinn O’Brien
Vice President, Global Marketing Lenovo
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2:10pm
- 2:55pm

BRIGHTHOUSE FINANCIAL: DISCOVERING YOUR BRAND'S OPPORTUNITY TO INSPIRE

Brighthouse Financial is a leading provider of annuities and life insurance that specializes in products that help people protect what they’ve earned and ensure it lasts. In this session, Liz Ferguson, Social Media Manager, Brand Marketing will share how a compelling audience insight was transformed into a holistic brand campaign that engages a generation who is defying conventional images of retirement. Liz will show how the brand is using a strategic storytelling approach to celebrate their target audience that is enhanced through their use of social media platforms – and the resulting business building impact of authentically representing their consumer audience.

Liz Ferguson
Manager, Social Media Brighthouse Financial
3:00pm Conference Adjournment


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.