Category Archives: Track C

K1: Build Customer Conversations (NOT Impressions): A Keurig Green Mountain Digital Success Story

Opening Keynotes – Tuesday 28 November 
08:30 – 09:00

If you could live with your customer for a day, what would you learn – what would they learn? What about for two days? A week? Every day of the year? This isn’t a hypothetical scenario for Rachael Schwartz at Keurig Green Mountain. As the company’s VP of Product Management and GM for Keurig’s IoT undertaking Rachael oversees the company’s consumer beta testing of connected coffee makers, yielding over 5 million brews and counting. And what has her team learned? That most of us are looking at smart devices wrong. It’s not about the latest trick of technology – it’s about a two-way conversation that creates a dynamic loop between a company and its customers. Companies focus on data-collection alone when they should focus how that data can continually make the user’s experience that much better and stickier. By sharing beta test data and communications test results, Rachael will demonstrate how companies can deepen relationships with consumers and change habitual behaviors when day-to-day, connected interactions in the home meet dynamic marketing.

Presented by: Frank Gilbane, Rachael Schwartz

K2: Let’s Get Emotional: Creating Deeper Customer Connections with Emotion AI

Opening Keynotes – Tuesday 28 November 
09:00 – 09:30

We live in a world full of advanced technology with massive cognitive capabilities. Our interactions with these systems are becoming more relational and conversational, but something is missing: they lack social and emotional skills, making for superficial and ineffective connections. This impacts how humans interact with technology, how we communicate with each other in digital contexts, even how businesses interact with their consumers.  Artificial Emotional Intelligence or Emotion AI bridges this gap. In this talk we will explore how Emotion AI works, where it’s being used today and where we see it going in the future.

Presented by: Frank Gilbane, Gabi Zijderveld

K3: Diamond Sponsor Keynote – Adaptive Content Strategy: How to increase your ROC (Return on Content)

Opening Keynotes – Tuesday 28 November 
09:30 – 09:45

With a dramatic decline in attention spans, the only way to get your message across to your customers is to tailor it to their context and persona. Adaptive content strategy enables you to deliver contextually appropriate messages for different audiences with less content. In this talk, we will explore how structured content can enable an adaptive content strategy for your organization and the benefits you can accrue from it.

Presented by: Juhee Garg

C1: Brand Content Strategies

Track C: Content, Marketing, and Customer Experience – Tuesday 28 November 
10:30 – 11:30

“Content strategy” covers a lot of territory, within organizations, and across industries. While every business is unique, cross-pollinization of ideas often leads to some of the most valuable and unpredictable insights. In this session speakers from well-known brands, Starwood and Volvo, share content strategies that have worked for them, and might inspire you in surprising ways.

Presented by: Melissa Webster

Measuring your translation ROI, Starwood’s model

Presented by: Ora Solomon

Targeting Content for the Right Location

Presented by: John Johnston

C2: From Off-The-Shelf to Personalization – How Should Marketer’s Explore Their Data for Programmatic Buying?

Track C: Content, Marketing, and Customer Experience – Tuesday 28 November 
11:45 – 12:45

Personalization is the challenge that the majority of marketers face in the marketplace today. Everyone has access to the same data and the ad-tech ecosystem is overgrown with platforms that offer no great distinctions. In this panel, youll learn best practices from experienced marketers on the following topics:

  • Personalization is all the rage, but how should it be practically employed in a marketing operation?
  • With the flood of programmatic options available, how do marketers choose the best path?
  • How can marketers integrate readily available marketplace data with their internal assets?
  • What is the correct blend of internal and external resources to deploy personalized strategies

Presented by: Tim Bourgeois, Elisha Heaps, Colin White

C3: Integrating Marketing Technology for Efficiency, Reach, and Engagement

Track C: Content, Marketing, and Customer Experience – Tuesday 28 November 
14:00 – 15:00

Integration of front and back-end systems and applications is a never-ending effort that can easily overwhelm – focus can help. This session looks at a couple of specific applications and explores the different integration challenges and benefits.

Presented by: Subrata Mukherjee

Multilingual Content Management – How to optimize workflows with translation integrations

Presented by: Ira Frimere

Driving Deeper Engagement with Effective Lead Nurturing

Presented by: Alexander Kesler

C4: Commerce, Content, and Conversion

Track C: Content, Marketing, and Customer Experience – Tuesday 28 November 
15:30 – 17:00

Of all the different functions and systems that need to be integrated to provide a clean consistent customer experience, content management systems and commerce systems are the most obvious. Speakers look at three areas: e-commerce and CMS integration, why content is so critical to e-commerce success, and strategies for optimal conversion.

Presented by: Jill Finger Gibson

E-Commerce and CMS – Happily together?

Presented by: Naresh Devnani, Ravi Althuru

Why Content Matters – 7 Ways Content will be Crucial for e-Commerce

Presented by: Soren Stamer

12 Steps to Increase Your E-commerce Conversion Rate

Presented by: Khalid Saleh