Day Two June 2 nd. Key takeaways: Best practices on utilizing brand ambassadors

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1 Day One June 1 st 16:30 18:00 Roundtable 1: Split-Streams Track 1: Analytics & Attribution Track 2: The Omni Channel Approach Track 3: Marketing Strategies 18:00 19:00 Cocktail Reception 19:00 22:00 Gala Dinner and Keynote Speech 07:00 08:00 Breakfast and Registration Day Two June 2 nd 08:10 08:50 Keynote Panel Discussion 08:55 09:35 Session 1 Sell, Sell, Sell Doesn t Equate to Selling How connected the consumer is throughout his/her day. Digital represents multiple opportunities for companies to engage with them on a one-to-one basis and give her a higher level of service and engagement and education. The age of digital marketing is changing: Those that pitch will become ignored. Those marketers who do nothing but sell, sell, sell, are going to get ignored, dismissed and overlooked by consumers. A shift in paradigm is on the horizon: the need for dedicated resources for things that are harder to track; addressing customer questions and providing more online value. This workshop will confront the disparity between what brands tell consumers and what the customer wants to hear. Sales per customer are far greater when the brand s messaging is focused on what consumers want to hear. Best practices on utilizing brand ambassadors 09:40 10:20 Session 2 Building your Customer Experience Culture All the technology platforms, tools and marketing strategies in the world won't create great experiences for your customers if your organization fails to deliver. Much as like Dan Pink discusses Intrinsic Motivation, you as a leader need to empower your believers and inspire your doubters. Creating an organization and culture that will understand and obsess on delivering your customers great experiences. Your belief System Sentence. Customer journey design tools for your organization. Converting the doubters, amplifying the evangelizers. Prioritized Customer Outcomes. Organization User Stories with Measurement Tactics.

2 10:25 11:05 Session 3 Traveling the Digital Customer Journey Across Channels Thinking Multichannel Understanding the big picture. Consumers don t think about businesses as silos, and neither should we. Understanding the role various channels play in the customer journey is critical to delivering a seamless experience across channels that engages customers where, when, and how they want to be engaged. In this workshop we ll explore the value of influenced engagement, sales, and a customer-managed relationship. As marketers, integrated digital strategies are imperative to the Customer journey. Linking disparate systems between social, mobile, advertising, marketing, and communications has become increasingly important. Collaboration is needed across screens, channels and VOC to deliver ONE experience for customers no matter where they are along the customer journey. Explore how traditional marketing can support your digital strategies Best Practices for CRM integration Effective Multi-channel marketing; know your ambiguous customer 11:10 11:50 Session 4 Mobile Intelligence-Putting Your Data on the Road 11:55 12:35 Session 5 Meetings & Networking 12:40 13:50 Lunch Synopsis and Key Takeaways: The Power of the Mobile Powered Customer Defining your mobile strategy Real-time Customer Intelligence & Understanding the Value of Your Data Relevant Data Sources for a deeper Explanation & Understanding of the Customer Successful Strategies for the new Mobility Increasing Employee Productivity on the Go & improving Organizational Performance/Effectiveness to Compete More Successfully. Answer Customer Questions on the Spot 13: Session 6 Social Media Monitoring Tools & Techniques Marketers know that social media is an integral part of the marketing mix, but have difficulty measuring and monitoring the ROI of social media. Brands can develop social media presence by focusing on the cultural model of the brand, conversational programming and social topic mix. But how does a company insert themselves into the conversational environment and then measure its impact? By zeroing in on a small but mighty group of digital influencers - the alwaysconnected social super-users with well-cultivated credibility and direct access to the target audience.

3 14:40 15:20 Session 7 ROI Accountability Identify your audience and find the most powerful voices in the crowd and keep them well-fed Build a 360-degree, stereo-surround-sound, all-switches-turned-on digital campaign that considers all channels and touch-points Optimize your social channels for lead generation Likes, Retweets & Followers: Can you show their value Understand Customer Intent to Develop great content Measuring ROI on each marketing activity is critical to proving effectiveness in the competition for scarce company resources. This is also backed up by evidence; a recent industry survey showed nearly two-thirds of surveyed CMOs (63%) think ROI will be the chief measure of their value by What was also enlightening was that 56% of surveyed CMOs said they feel inadequately prepared to manage ROI. This means the pressure is on to calculate ROI in ways that yield accurate, supportable numbers, particularly when relating to marketing expenditures. With modern CMOs playing an increasing important role in boardrooms the length and breadth of the country, understanding financial and statistical analysis puts them on a level playing field with their equivalents in other departments, as they are using the same measuring stick as everyone else to prove effectiveness. Measuring ROI effectively will help marketers add value to their organizations and attract their fair share of resources, and this workshop will provide an important resource for CMOs to assess key issues such as: Tools and approaches for performance and ROI measurement Talent, resource, and organizational requirements Content channel development and tracking 15:25 16:05 Session 8 Omni-Channel Marketing: The Customer-First Approach Hosted by Abhijeet Rege, VP Marketing, American Express As digital channels have grown to exist alongside traditional ones, organizations are struggling to put the customer at the center of their efforts. As different teams often own the experience for individual channels, the customer receives a disjointed experience and the value proposition and brand experience are compromised. The new-age organization needs to develop a systematic approach to gather and analyze feedback from customers, develop a core value proposition and deliver on it flawlessly through all interactions. As there is a proliferation of channels especially with social, digital and mobile channels the move toward an interconnectedness among touch-points is of paramount importance and can become a competitive advantage. Develop an understanding of your customer experience across multiple channels Invest in developing a core value proposition Analyze customer pain points and develop solutions to address them

4 16:10 16:50 Session 9 Rebranding Art or Science? 16: Session 10 Meetings & Networking 18:30 19:30 Cocktails and Networking 19:30 22:00 Gala Dinner How to drive organizational change around a Customer-First mindset - Aligning process, policy and capability investments to drive customer impact Fast paced, consumer driven markets constantly challenge marketers to maintain a strong brand image. Market shifts are so strong at times that they require us to go down the one way street of rebranding. Some brands have done so with tremendous success, but others have faced large barriers and have failed to do so effectively. This workshop focuses on developing and leveraging brands for products, services, brands, categories or companies through addressing customer needs. Measure the effectiveness of a brand and its position in the market Establish effective branding that sustains value in the future Successfully launch new or re-defined products and services into the ever changing marketplace 07:00 08:00 Breakfast Day Three June 3 rd 08:10 08:50 Session 11 Measuring the Impact of Video and Display Advertising: Keeping up with the Rapid Changes with New Technologies If a picture tells 1000 words, then a video speaks volumes. Videos can convey a message ten times more powerfully than text content, though persuasive content is in a much higher league. With services like Vine, marketers are able to gain six seconds of air time to market their product through a video. YouTube, Facebook, Twitter, Instagram and Snapchat allow for new dynamic ways to market to consumers. Videos are also increasingly being watched on mobile devices and that s a potent competition, able to instantly alter user behavior. 08:55 09:35 Session 12 Customer Centric Approach Consumer expectations are constantly on the rise with the incorporation of social media, personalization, video and mobile to name a few. Cutting edge technology has enabled customers to demand faster, improved customer experiences with a higher degree of service. As marketers, we are obliged to focus our marketing to a customer centric approach as we face the difficult task of defending our brand from technology driven shifts. Marketers must mine through the immense data field to pinpoint which consumer touchpoints will proliferate and consider contextual experiences such as consumer behavior, demographics and

5 environment. Predetermined, content specific data is the backbone of good customer experiences Identify the main tools to enhance customer touchpoints and incorporate the incessant evolution of technology in customer experiences Identify options to create, deliver and measure customer experiences effectively and in a timely manner 09:40 10:25 Roundtable 2: Split-Streams Track 1: Analytics & Attribution Track 2: The Omni Channel Approach Track 3: Marketing Strategies 10:30 11:10 Session 13 Personalization: The New Big Data 11:15 11:55 Keynote Panel Discussion The level of interest in big data analytics has surged significantly in recent years, leading to a previously unobtainable competitive edge for those organizations able to harness this disruptive innovation. Innovative organizations are developing personalization strategies that transform business and stay ahead of technology trends. Clearly those who know how to harness actionable data to improve digital marketing and put analytics behind the development of a personalized customer experience are now at an advantage. Melvin Greer, Senior Fellow and Chief Strategist, Lockheed Martin details how to take the vision of big data analytics and turn it into business growth and value. Mr. Greer will describe what separates highlevel analytics performers; pinpointing the wide range of ways these organizations use these analytics tools to improve business performance. This session will assist any organization regardless of your current analytical sophistication, a framework that will accelerate the move toward analytical innovation. Harnessing actionable data for actionable insight Approach for creating an effective personalization strategy via big data analytics Key big data methods that drive business performance Distinctive Digital Intelligence: Strategies for Success The marketing landscape continues to change and develop at a rapid rate, accommodating new touchpoints, increasingly sophisticated consumers, and highly coordinated multichannel customer experiences. And as the remit of marketing expands, so too must that of marketing analytics. Traditional approaches to analytics were not designed to deal with the breadth of channels, devices, volume, and speed that fuel today's digital interaction, and it has become apparent that a new analytics framework which supports modern digital marketing is needed. This updated approach to marketing analytics has become commonly known as "digital intelligence", and defined as: "The capture, management, and analysis of data to provide a holistic

6 12:00 13:00 Lunch view of the digital customer experience that drives the measurement, optimization, and execution of marketing tactics and business strategies" Although on the surface using data to improve marketing' sounds simple, the reality is far from it. With today's proliferation of digital channels, fueled by increasing mobile accessibility and social networks, holistic "digital intelligence" marketing analytics is much more complicated than it was even a few years ago. What digital intelligence enables is a unified view - the integration of data from multiple sources and multiple channels, centered on the individual, such that you can present the most relevant offers, messaging and timing - regardless of which channel the customer is experiencing at the moment. Though digital intelligence has not yet hit the mainstream in any significant way, it's beginning to feature strongly the plans of top industry players. This panel discussion will examine how participants can begin to harness digital intelligence, using case studies, to optimize marketing and general business strategies. 13:05 13:45 Session 14 Selling "Experiences" in Banking Technology has changed the expectations or the way we bank for different generations. As we know, Millennial have changed the demographic landscape in retail banking. This generation is all about experiences. Experiential sales at PNC, a growing channel, is about optimizing your sales force on the street for a few hours at the festivals, lifestyle events and community outdoor events. The employees are Millenniums selling to Millenniums who are tactically very engaging and are able to get a checking account application in the first 5-10 minutes. They use conversation starters in 3-5 minutes to engage the customer and get a sale. Employees use their ipads to demonstrate the PNC s Virtual Wallet account a PNC innovative solution for a checking and a savings account. Customers must use and online banking to have this account. Smart phones are used after the account is opened by the customer to manage their account anytime, anywhere! The Experiential sales team works with the local branch where the customer will bank and the Customer Care Center to get the accounts fulfilled. The customer never sees this employee again and continues to bank with other PNC s channels such ATM, Online, Branch, and the Customer Care Center. These are virtually domiciled customers who only bank with technology and not with people. We are at crossroads on how to engage the customer into a Financial Well-being conversation, once they have agreed to bank with us. Key Takeaways: What are the challenges with virtually domiciled customers or VDCs? What different ways we can expand on the share of wallet and build customer loyalty? How do we bridge gaps from channel to channel to avoid problem incidence? 13:50 14:30 Session 15 Mobile Optimization that matches Consumer Trends Consumers who do local searches on mobile are more likely to take action. The importance of mobile marketing is undeniable, so allocating a substantial budget to

7 this platform is crucial to maintaining relevance. These mobile-only and mobile-first consumers stand to influence online media in a number of ways. Everything changes on a tiny screen; importing your website to a mobile isn t enough. It s too easy for mobile consumers to move on to mobile hip brand. Companies who perfect their brand story but provide a poor mobile experience will be left behind in the mobile revolution.