Category Archives: Tuesday

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

W1: Knowledge Sharing and Collaboration at Scale

Track W: Content, Collaboration, and Digital Workplace Experience – Tuesday 28 November 
10:30 – 11:30

Large-scale knowledge sharing and collaboration projects are typically complex beasts involving multiple technology, process, data, and channel integrations across disparate organizations. These two case studies shed light on some ways to approach a range of challenges. 

Presented by: Phil Kemelor

Actionable Knowledge and Data-driven Decisions

Presented by: Krista Kennedy Groenwoldt, Donna Cuomo

T1: Multi-channel Content Architectures for B2B and B2C

Track T: Technologies for Content, Marketing, and Digital Experience – Tuesday 28 November 
10:30 – 11:30

COPE (Create Once Publish Everywhere) has been a goal of organizations since the dawn of digital content delivery. It has never been easy to achieve, even in cases where there were only two delivery channels. With today’s need to keep up with the constant growth, and changes in relative importance, of different channels, the return on effort can be greater than ever. This session includes current examples both B2B and B2C organizations can learn from.

Presented by: Steve Ball

COPE Publishing at the LDS Church

Presented by: Todd Anderson, Scott Welty

Content Transformation: Building a Digital Experience that Supports your Customers Journey

Presented by: Noel McDonagh, Gal Oron

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

W2: Making your Intranet Great Again

Track W: Content, Collaboration, and Digital Workplace Experience – Tuesday 28 November 
11:45 – 12:45

As critical as intranets are for medium to large organizations, many implementations are stale and suffer from incomplete adoption. Speakers in this session will look at what you should expect from a modern intranet – whether enhancing an existing, or planning for a new, corporate intranet.

Presented by: Cathy McKnight

Intelligent Intranets and SharePoint – Demystifying SharePoints Future and your options

Presented by: Jeff Fried

Intelligent Content Management at Pearson Education

Presented by: Joe Moriarty

T2: Web & Mobile Development Strategy Update

Track T: Technologies for Content, Marketing, and Digital Experience – Tuesday 28 November 
11:45 – 12:45

Little is written these days about dramatic either/or decisions around native app versus mobile web app development, and with good reason. There was never a good argument that one would always be the right choice, and the difference in capabilities has narrowed considerably. But there are still many decisions to make about which components of each to use when. This session provides up-to-date information, use cases, and comparisons of web standards. You don’t need to be a developer to learn from this session – any marketers or managers involved in web projects or strategies will benefit.

Presented by: Bill Trippe

Design Pattern Libraries and CMS go together like peas and carrots

Presented by: Robb Winkle

Have Web Standards on Mobile Caught Up to Phonegap in 2017?

Presented by: Raymond Camden

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