Exchange Day Two:

Monday, January 28, 2013

7:00 – 8:00

Networking Breakfast

8:00 – 8:15

Chairperson’s Recap

8:15 – 9:00

Evolution of A Chief Marketing Officer: The Past, Present and Future(Panel Discussion)

CMOs are evolving and so is the scope of their responsibilities. Now more than ever, CMO’s are under pressure to deliver tangible financial returns, predictive performance models and improved spend allocation and strategy. This change in business models and pressure to focus on long term strategy requires an evolving skill set.

This session will explore the evolution of a CMO’s role, what changes to expect in 2013 and beyond, together with innovative strategies to enhance your own career for the long term. The panelists will share insights on how your organization can:

  • Improve digital and social knowledge and take your career to the next level!
  • Demonstrate transparency, metrics and growth with increased financial acumen
  • Transform strategies to continuously build the skillset of your team
  • Address leadership qualities to manage risk and create winning strategies

Moderator:

Marie-Josée Lamothe
CMO & CCO
L’Oréal Canada

Panelists:

Steven Bushong
SVP Marketing Operations
Disney ABC Television Group

Kim Whitler
Forbes Contributor and Instructor
Indiana University’s Kelley School of Business

Timothy Suther
CMO and Strategy Officer
Acxiom Corporation
9:00 – 9:45

The Power of Mobile to Transform Brands

By the end of 2012, the number of mobile-connected devices will exceed the number of people on earth. And by 2016, there will be over 10 billion mobile- devices, creating 10 billion opportunities for marketers to move closer to consumers. Mobile has irrevocably changed how consumers and marketers engage and interact. And while the mobile industry is rapidly advancing, marketers are still trying to determine how to integrate mobile into their overall marketing strategy.

In this session, we will review insights on the current and future direction of mobile marketing as well as strategic mobile platforms to amplify marketing efforts. Discussion topics will include:

  • Mobile: going from accessory to necessity
  • The power of immediacy to connect and engage consumers
  • The connective power of mobile to influence other media channels
  • Mobile as the ultimate convergent device offering quantifiable results
  • How to invest in mobile to optimize marketing budgets and strategy

Greg Stuart
Global CEO
Mobile Marketing Association

9:45 – 10:30

Leverage Your Marketing Assets to Better Connect and Engage with your Audience

The landscape for marketers has changed drastically over the last few years. The explosion of social media combined with the proliferation of digital assets and distribution channels means that marketers have to adapt their approach in order to reach their audience and remain competitive. This new approach, combined with the requirement to control costs, require more collaboration, automation and governance than ever before.

So how can marketers be more efficient and agile in the creative development, management and distribution of their marketing and brand communications? North Plains will be joined by its customers from some of the top brands in the world to discuss the challenges facing marketers today, and the key technologies and strategies they see as necessary for the continued evolution of marketing to ensure success.

Eric Courville
Vice President of Marketing and Alliances
North Plains Systems

10:30 – 10:45

Networking Break

10:45 – 11:45

BrainWeave® B

Join the Digital Revolution – Because a Multi-Million Dollar Sponsorship Investment Deserves More Than a 15-Second Spot

How can brands maximize sports and entertainment sponsorship investments, beyond the :15 spot, to create compelling consumer engagement? Digital, social media and mobile technology are revolutionizing brand sponsorship activations, offering marketers an array of new ways to create richer, more dynamic experiences for consumers; more importantly, brands must now measure success beyond just Likes, views and followers, and create campaigns that drive true business results.

Jackson Jeyanayagam
Sr. Vice President of Digital Strategy
Taylor

John Gilboy
Sr. Vice President of Consumer and Business Insight
Taylor

10:45 – 11:15 Business Meetings

11:20 - 11:50 Business Meetings
11:45 – 12:45

BrainWeave® C

Knowledge is Power – Get Your Data at the Speed of News

The explosion of advertising mediums and channels is forcing brands to throw more dollars in more places without truly understanding their customers’ buying behavior. In this session, Rob Gatto, President from Aggregate Knowledge, will share with you how to move past 'old school' business intelligence methods to capture and act on real-time media and audience data to increase sales, customer relationships and efficiency across your media spend.

Rob Gatto
President
Aggregate Knowledge

11:45 – 12:15 Business Meetings

12:20 - 12:50 Business Meetings
12:45 – 1:45

Networking Lunch

1:45 – 2:45

Turn Your Marketing Dashboard into a High Performance ROI Driver

Supporting Future Business Decisions with Educated Insights

The amount of information available to marketers has grown exponentially in the last decade, and it is now important for marketers to see the relevant data and see it in real time. CMOs who are committed to investing in Marketing dashboards benefit from timely information that is aligned to business goals and feature leading metrics that can further guide key decisions. With the right set of metrics and the framework to interpret and act on these metrics, CMOs are better positioned to understand customer behavior, guide strategy and demonstrate marketing accountability.

In this session, Jim Lenskold one of the leading experts in Marketing ROI will share innovative strategies and approaches to using dashboards and key metrics to proactively improve marketing performance and increase profitability through clear guidance on priority actions:

  • Defining performance metrics, early indicator metrics and diagnostic metrics that align to marketing strategies and contribute to business goals
  • Identifying factors that indicate key threats and opportunities to marketing performance
  • Evaluating the net impact of collective metrics, a much more powerful tool than individual metrics
  • Using forecasting to quantify the financial and strategic impact of metric gaps
  • Integrating predictive analytics to better quantify and forecast the financial implications of metric gaps
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Jim Lenskold
President
Lenskold Group

2:45 – 3:30

MasterClass A

MasterClass B

Leveraging Your Global Brand at the Local Market Level

Multinational companies often face numerous challenges when implementing global marketing strategies at the local market level. Whether you sell through retailers, dealers, distributors or a distributed sales network, this may be the situation you face. Often there is a disconnect between that awesome strategy and what actually happens in local markets. On the one hand you want to keep control of the brands you've spent so much time and effort building, but you also understand and appreciate the fact that each market wants to incorporate their own local spin into their marketing efforts. It's definitely a balancing act! This interactive session will focus on how to marry strategy and execution at the tactical level in a fast, easy and cost-effective way through utilization of a cloud marketing platform with real-world examples and best practices.

In this session, you will learn:

  • How to add some local flavor without sacrificing the integrity of your brand
  • How to get your message heard where it matters the most-at the local level
  • How to effectively manage your marketing assets around the globe
  • How to deliver the optimal mix of print, digital and social media
  • Best practices for implementing your sales and marketing strategies for maximum ROI

Russell Boyd
Chief Marketing Officer
Dynamic Marketing Systems

Social's Real Impact – Changing the Way People Make Purchasing Decisions

Marketers clearly recognize the enormous growth in the amount of social interactions that occur online each day. But the real story effecting marketers isn't how much growth there has been, rather how these social interactions have changed the way consumers make purchasing decisions. Consumer buying decisions are now highly influenced by information obtained in their peer-to-peer networks. These online communities, with their inherent trust and loyalty networks, are sitting side-by-side with search, and literally changing the way consumers take in information and choose which products to purchase. This new world called the conversation layer, advice seeking and advice giving behavior happens faster than brands can sometimes react. Marketers must continually monitor and find ways to identify and activate the communities that matter most to their brand.

This session will highlight new methodologies currently being used by brands as they attempt to map and visualize the vast social interactions affecting their marketing efforts.

Key areas include:

  • Recapping and defining the internet's true role as a buying engine.
  • How social interactions online have changed the way we buy products and services.
  • How brands are currently using new strategic frameworks to map and understand these changes.
  • How brands use "conversation layer" maps can be used to advise all channel activation strategies including social.

Matt Goddard
Chief Executive Officer
R2i, R2 Integrated

r2integrated
3:30 – 4:15

Enterprise Customer Insight – case studies in driving value

Data is a raw material, on par with capital and labor, in creating value for organizations and people. But, not all data is created equal, nor will its benefits be evenly distributed.

In a world of digital disruption, it is enterprise customer insight, fuelling a truly customer-centric strategy, that holds the key to improving marketing effectiveness, improving customer value, and better defending pricing in the marketplace.

This session will highlight live examples and learnings curated from dozens of the world’s leading marketers, focusing on:

  • Driving more value from traditional customer information systems, with particular emphasis on media buying and customer experience.
  • Leveraging the “intersection of insights” between marketers, publishers and agencies, to improve marketing precision and effectiveness.
  • Creating a multiplying effect between digital and traditional marketing strategies.
  • Prioritizing data sources and uses, in a world of unlimited data.
  • Balancing privacy, data rights and the need to hit marketing objectives.

The only sustaining source of sustaining competitive advantage is knowledge of and engagement with customers. Join this interactive and case-study oriented session for ideas that can help you drive new value for your organization

Tim Suther
Chief Marketing & Strategy Officer
Acxiom Corporation

4:15 – 4:30

Networking Break and Refreshments

4:30 – 5:30

BrainWeave® D

Marketing Channel Attribution: Demonstrating Value and Delivering ROI

Customers rarely come through a single marketing channel, yet multiple marketing channels take full credit for the same customer. At the same time, CMOs are so overloaded with dashboards, graphs and charts, they are not equipped to answer the hard underlying strategic questions. This perfect storm makes it harder than ever before for CMOs to holistically understand marketing performance, justify spend and demonstrate ROI. This interactive session will provide practical tips and insights on developing a holistic measurement strategy & framework to bring clear and consistent analytics throughout your marketing organization.

Matt Hertig and Michelle Jacobs
Co-founders
Alight Analytics

4:30 - 5:00 Business Meetings

5:05 - 5:35 Business Meetings
5:30 – 6:30

BrainWeave® E

Cognizant Technology Solutions

Using A Social Media Command Center to Drive Business Transformation

Consumer-based social technologies have changed the way that people work, interact and consume. While using social media as an engagement channel has given organizations the ability to develop deeper relationships with their customers, they need to move beyond simply listening to these digital conversations to actively analyzing them in order to drive future business value.

This session will explore how using a Social Media Command Center as a central hub for data collection and analysis can help transform various business functions in an organization – from product development and marketing to corporate reputation and compliance.

Dileep Srinivasan
Vice President & Venture Leader, Cognizant Social
Cognizant

5:30 - 6:00 Business Meetings

6:05 - 6:35 Business Meetings
6:30 – 7:15

Introducing: The Chief Keyword Officer. Ready or Not?

Tablets, Smartphones, new interfaces, Pinterest, Google+ - and the dozen innovative platforms being developed right this minute - are all part of the ever-changing Search experience. While brands used to dive deep and prepare significant budgets for every channel and platform, this approach no longer scales. Big brands know their online searchers are tech-savvy, impatient, and expect companies to be ready to do business in the ways in which they define.

90% of online users search and respond to keywords across all digital channels. Without a doubt, Keywords are the best indication of customer intent, thus making keywords your most important digital asset and the only common denominator across all online channels.

Enter your Chief Keyword Officer (CKO). Through understanding a customer’s keyword searches across all devices and platforms, the paths they take on your website, and the words that create responses, you understand the intent, motivations and ambitions driving sales. All of this brings you closer to your customer, closer to a sale, closer to revenue.

We’ll talk about a new methodology - Enterprise Keyword Management™ (EKM) – that provides just the kind of marketing architecture needed in this environment, and practical ways to future-proof your marketing strategy across all digital channels:

  • Integration of all online and traditional marketing activities at the keyword level
  • Leverage customer intent through keyword intelligence mining
  • Technology Integration: web analytics, CRM, Social, BI, etc. to get a well-rounded view of customers and intentions
  • Understand how to budget across channels
  • Testing techniques to optimize your marketing campaigns
  • Adoption within the enterprise

Like CRM or ERP, EKM is a business discipline that helps marketers gain a thorough understanding of customer needs in digital channels, and can be combined with your existing CRM, loyalty approach, segmentation, personas, and digital presence across channels and platforms: all with the intent of creating the shortest path from keyword to customer.

Get ready for the Chief Keyword Officer.

Michael Bruh
CMO
Acronym

7:15 – 7:45

Networking Drinks

7:45 – 10:00

Networking Dinner