19:00 22:00 Gala Dinner and Keynote Speech. Day Two November 17 th 07:00 08:00 Breakfast and Registration

Transcription

1 Next Generation Digital Leaders Program Day One November 16 th 16:30 18:00 Roundtable 1: Split-Streams Track 1: Analytics & Attribution Get the edge by Strengthening your Data Capabilities Moderated by: Dr JT Kostman, SVP and Chief Data Officer, Time Inc Track 2: Omni-Channel Integration Ensuring the Seamless Experience Moderated by: Ben Parr, Author of Captivology Track 3: Marketing Strategies Growing Globally Through Digital innovation Moderated by: Digital Clarity Group 18:00 19:00 Cocktail Reception 19:00 22:00 Gala Dinner and Keynote Speech Day Two November 17 th 07:00 08:00 Breakfast and Registration 08:10 08:50 Session 1 Driving Digital Scale Leader: Matthew Pritchard, Global Head of Digital, GSK Consumer Health Synopsis: Change in consumer engagement is only increasing in scale, breadth & speed. How can a business capitalize on this and ensure its brands maintain relevance with its consumers all at a time where scale and efficiency are paramount. Clearly one of the biggest challenges the marketing organization today, Matt Pritchard - Global Leader, Digital Marketing for GSK Consumer Healthcare will share how they are embracing change in this new world of consumer engagement through their digital transformation program. Key Takeaways: 1. How to drive the change to digital through inspired action 2. How to create and plan at a global level & activate locally to drive scale, effectiveness & efficiency 3. How to implement a program of managed learning to drive digital innovation 08:55 09:35 Session 2 Omni-Channel Marketing: The Customer-First Approach 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

2 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. Key takeaways: 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 How to drive organizational change around a Customer-First mindset - Aligning process, policy and capability investments to drive customer impact 09:40 10:20 Session 3 Captivology: The Science of Capturing People's Attention Leader: Ben Parr, Author In today s information-overloaded society, attention is the modern currency, Ben explains in his new book Captivology. And since getting that attention is rare and elusive, Parr decided to delve into the deep science of attention, talking with experts on how and why our minds pay heed to some events or people instead of others. In this workshop Parr, will share key findings on how to leverage credibility and capture an audience s attention. Speaking to a crowd of 70 C-level digital and marketing executives from some of North America s leading brands, Parr will reveal three stages of attention (immediate, short, long) and these seven attention triggers. 10:25 11:05 Session 4 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. Key takeaways: Your belief System Sentence. Customer journey design tools for your organization. Converting the doubters, amplifying the evangelizers. Prioritized Customer Outcomes.

3 Organization User Stories with Measurement Tactics. 11:10 11:50 Session 5 Session TBC 11:55 12:35 Keynote Personalization: The New Big Data 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. This session will assist any organization regardless of your current analytical sophistication, a framework that will accelerate the move toward analytical innovation. Key Takeaways: 1) Harnessing actionable data for actionable insight 2) Approach for creating an effective personalization strategy via big data analytics 3) Key big data methods that drive business performance 12:40 13:50 Lunch 13: Session 6 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. Key takeaways: Explore how traditional marketing can support your digital strategies Best Practices for CRM integration Effective Multi-channel marketing; know your ambiguous customer

4 14:40 15:20 Session 7 Leader: Parin Kothari, SVP Digital Strategy & Communications, TD Bank Synopsis: Customer experience is fast becoming the key differentiator between brands within & outside the financial industry. However quantifying the experience still eludes most companies. From NPS to Customer Experience Index, indirect high level measurements are starting to be baked into the performance scorecards, but the rank & file team members are unclear as to which of their actions and strategies have what degree of impact on these high level measurements. Parin Kothari, a leader in digital strategy at TD Bank Group, will take you through a framework that breaks down the concept of CX into measurable modules, and provide best practices across industries. Key Takeaways: 1. How to engage customers in a dialogue about experience? 2. How to analyze customer feedback into coherent themes? 3. Across people, process & products, how to build strategies aligned to make an impact? 15:25 16:05 Session 8 Meetings & Networking 16:10 16:50 Session 9 Leader: Jon Potter, CMO & EVP Brands, Moet Hennessy As CMO & EVP of Brands for Moët Hennessy, Jon is responsible for many of the most iconic brands in the premium spirits industry -- Hennessy, Moet & Chandon, Veuve Clicquot, Dom Perignon, Krug, and Belvedere. Prior to joining Moët Hennessy, Jon s 25+ year career spanned a series of senior global leadership positions across consumer goods companies including Nestle, United Biscuits and Diageo where he was President, Guinness Global Marketing; President, Global Marketing Vodka and Rum; and CMO for North America. Jon won Olympic Gold (1988) and Bronze (1984) medals for Great Britain. 16: Session 10 Social Media Monitoring Tools & Techniques Synopsis: 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.

5 Key takeaways: 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 18:30 19:30 Cocktails and Networking 19:30 22:00 Gala Dinner 07:00 08:00 Breakfast Day Three November 18 th 8:10 8:50 Session 11 Leader: Darren Jex, Global Head of Digital Operations, Whirpool Synopsis: TBC 08:55 09:35 Session 12 The Leading Edge of Modern Marketing Leader: Dr JT Kostman, SVP, Chief Data Officer, Time Inc Synopsis: Marketing has undergone a more radical transformation over the past few years than at any time in history. Social Media Analysis, Big Data Analytics, Cognitive Behavioral Targeting, Personalized Messaging at Scale the combination of new capabilities has proven to be game-changing for consumers and advertisers alike. Working at the intersection of Data Science, Mathematics and Psychology, the analysts at Time Inc. are reinventing marketing and developing tools to provide advertisers with previously impossible abilities to understand, predict, and influence consumer behaviors. Join us for a first glimpse into a suite of capabilities that are changing the way some of the most successful companies across a widerange of industries are informing, driving, and radically improving their ad campaigns. 09:40 10:25 Roundtable 2: Split-Streams Track 1: Analytics & Attribution Get the edge by Strengthening your Data Capabilities Moderated by: Dr JT Kostman, SVP and Chief Data Officer, Time Inc Track 2: Omni-Channel Integration Ensuring the Seamless Experience Moderated by: Ben Parr, Author of Captivology

6 Track 3: Marketing Strategies Growing Globally Through Digital innovation Moderated by: Digital Clarity Group 10:30 11:10 Session 13 Content TBC 11:15 11:55 Keynote 12:00 13:00 Lunch 13:05 13:45 Session 14 Revamping Loyalty 13:50 14:30 Session 15 Summit Wrap Up Modern day Loyalty programs began in the 1980 s. Since then, competition has grown, attaining & retaining has been more challenging than ever, and customers are demanding more. 1. -How to retain enough value to keep your customers coming back 2. -Offering actual value to the program 3. -VIP Status, Tiered Systems, non-monetary programs, games, competition, prizes What Works? 4. -Partnering-Can coalition programs work for you?