digital marketingregister today! 888.409.4418 register by september 12, 2014 and save $200!...

RegisteR today! www.digitalmarketingstrategiessummit.com

888.409.4418

Register by September 12, 2014

and save $200!

@Digital_mss#DMSS

digitalMaRketingStrategieS Summit

October 21-23, 2014San Diego, CA • The Westin

Marketing in the Age of the Empowered Digital Customer

2 | RegisteR today! 888.409.4418 www.digitalmarketingstrategiessummit.com | www.gsmiweb.com

Fostering Connections with Empowered Customers While Measuring Results through Digital Optimization:

• Participate in managing your Corporate Character in the digital space

• Use financial metrics to measure marketing

• Create a seamless customer journey

• Network in sunny San Diego!

• Restructure your organization for the digital customer

• Enhance customer relationships through online brand communities

• Cutting Edge Agenda- 20+ Leading Case Studies, 4 tracks including: Strategy, Analytics & Data, Customer Relationship Management, and Social and Technology

• Don’t Miss Out - This Event Will Sell Out

Those interested in learning more about all aspects of digital marketing.

Join others who will be attending, which includes:

•ChiefMarketingOfficers

•ChiefExecutiveOfficers

•ChiefInformationOfficers

•ChiefTechnologyOfficers

•ChiefEngagementOfficers

•ChiefExperienceOfficers

•ChiefDigitalOfficers

•ChiefMarketingOfficers

•ChiefFinancialOfficers

•ChiefBrandingOfficers

•AgencyAccountManagers

VPs and diRectoRs of:•Marketing

•Branding

•BusinessStrategy

•OnlineCommunities

•CustomerRelations

• SocialMedia

•PublicRelations

•DigitalMarketers

•Community

•Mediasales

•BusinessDevelopment

WhO ShOulDAttEnD

If Gartner’s prognostication is correct, by 2017 the CMO will manage more IT dollars than the CIO.


FEAtuRED SpEAkERS

Dell Shree Dandekar, GM (Product Management) Social Media Analytics

Pierry Interactive Josh Pierry CEO

Montblanc North America Paula Dirks Vice President of Marketing

CMO.com by Adobe Steven Cook Resident Digital CMO & Contributing Editor

PGA TOUR Superstore Matt Corey, CMO

Vision Critical Tyler Douglas, Chief Marketing Officer

Allure Cathleen Williams, Executive Director of Marketing

Restaurant.com Christopher Krohn, President and Chief Marketing Officer

San Francisco Chronicle Meg Ciarallo, VP of Marketing, Branding and Social

Sway Group LLC Danielle Wiley CEO

Sprouts Farmers Market, Inc. Terri Funk Graham, Board Director

Chief Digital Advisors, LLC Bill Parkes CEO

Altimeter Group Jaimy Szymanski Senior Researcher

AARP Guarav Bhatia President, Digital Strategy

San Diego, California…

need we say more?!

Venue is at one of San Diego’s

landmark hotels!

Just blocks away from the

gaslamp Quarter!

Breakfast, lunch and snacks!

A networking reception with free open bar!

Networking dinners!

Reasons to Come to

san diego


Emergent Digital David Roth CEO

The Clorox Company Shawn Goodin Director of Marketing Technology

Comedy Central Don Steele, SVP, Fan Engagement / Multi Platform Marketing

Pam Didner Author of the upcoming book: Global Content Marketing, Author | Speaker | Marketing Consultant

Robeks Chad Bailey, CMO

AL JAZEERA Media Network Mark Coatney, SVP, Digital, Al Jazeera America

The Nielsen Company Mike Mancini VP, Thought Leadership

McKinsey & Company Digital Alec Bokman Expert Associate Principal

FEAtuRED SpEAkERS

IBM Carolyn Layne, Smarter Commerce Global Program Leader

Dow Jones Johnny Dranchak Group CTO and VP of Consumer Digital

Altimeter Group Jessica Groopman Senior Researcher

UrbanDaddy Lance Broumand CEO & CCO

Integrated digital Marketing

is the Key to Marketing


Harness the power ofcustomer,digitaltechnologiesand employee engagement

Usefinancialmetricstomeasuremarketing and understand the dynamicsbetweentheCFOandCMO

Learn about market andtechnologyfactorsdrivingindustrychange

Understand the relationship betweentheCMOandtheCIO

Explorenewdigitalinformationsources

Define your digital team’s role in using analytics

Furtheryourknowledge of howanalyticscanhelp you better understand your customer

Investintheright tools to better respond to individualcustomers

Restructureyourorganization for the digitalcustomer

Create a seamless customerjourney

Enhancerelationships with customersthroughonline brand communities

Get the 411 on why you need to designexperiencesfor both mobile an tabletapplications

Operationalizesocialadvertisingand measure its contributiontosuccess

Gain knowledge on Millennials, Generation X and Moms

Grasp the full power of the Collaborative/Peer-to-PeerEconomy

SuMMit thEMES

StrategY anaLYtICS & data

CUStOMer reLatIOnSHIP ManageMent

SOCIaL and teCHnOLOgY

tHe dIgItaL FUtUre

@Digital_mss


8:30 Workshop Registration and Continental Breakfast for Workshop Attendees

9:00 How Marketing and IT Can Work Together to Create and Execute Digital StrategyShawn Goodin, Director of Marketing Technology, The Clorox Company

9:00 How to Turn Your Employees Into Social Media AmbassadorsPam Didner, Author of the upcoming book: Global Content Marketing, Author | Speaker | Marketing Consultant

10:45 Managing Your ‘Corporate Character’ in the Transparent Digital WorldDavid Roth, CEO, Emergent Digital

10:45 How to Cope with the Evolving Role of the CMOTerri Funk Graham, Board Director, Sprouts Farmers Market, Inc.

10:30 Morning Break and Refreshments for Workshop Attendees

12:15 Registration for General Summit Attendees

1:15 Welcome and Introduction by Summit Producer Crystal Everson (Or Summit Chair)

WOrKSHOP a: WOrKSHOP B:

WOrKSHOP C: WOrKSHOP d:

StrategY

DAy 1 AgEnDA At A glAnCEtuesday / october 21, 2014Pre-conference Workshops

1:30 Harnessing the Combined Power of Customers, Digital Technologies, and Employee EngagementGaurav Bhatia, Vice President, Digital Strategy, AARP

2:15 Using Financial Metrics to Measure Marketing and Why Collaboration Between the CFO and CMO is ImperativeSpeaker TBA

3:00 Afternoon Networking Break

3:15 Market and Technology Factors Driving Pervasive ChangeCarolyn Layne, Smarter Commerce Global Program Leader, IBM

4:00 Restructuring Your Organization for the Digital AgeAlec Bokman, Expert Associate Principal, McKinsey & Company Digital

gEnERAl SuMMit

12:15 Lunch for Workshop Attendees ONLY

anaLYtICS & data

CUStOMer reLatIOnSHIP ManageMent

5:00-6:30 PM networking Reception


8:00 Registration for General Summit Attendees and Continental Breakfast


9:05 Opening Keynote: The New C- Suite “Power Team”- The Yin & Yang of Digital BusinessChristopher Krohn, President and Chief Marketing Officer, Restaurant.com

9:50 Mining New Digital Information SourcesSpeaker TBA

10:35 Sponsorship Showcase

11:05 Sponsor Meet and Greet Morning Networking Break

1:00 Which Tools and Processes are You Investing in to Better Understand and Respond to What Individual Customers are Saying and Doing?Speaker TBA

12:00 Lunch

2:30 Digital Marketing to MillennialsMike Mancini, VP, Thought Leadership, The Nielsen Company

3:15 Afternoon Networking Break

3:30 Panel: How are You Structuring Your Marketing Team, Programs and Processes to Understand Individuals and Not Just Markets?MoDeRAToR: Steven Cook, Resident Digital CMO & Contributing Editor, CMO.com by AdobePAneLiSTS: Meg Ciarallo, VP of Marketing, Branding and Social, San Francisco Chronicle Chad Bailey, CMO, Robeks Mark Coatney, SVP, Digital, Al Jazeera America, AL JAZEERA Media Network

4:40 End of Day Two of Summit

5:00-6:30 Networking Reception (Appetizers and Cocktails)

11:20 Democratize Your Data AnalysisSpeaker TBA

11:20 Inspiring Customer Confidence as You Manage Big DataSpeaker TBA

11:40 Using Customer Analytics to Track the Data that MattersSpeaker TBA

1:45 Optimizing Your Content Management ActivitySpeaker TBA

1:45 Web Experience Marketing: Meeting Customer Acquisition and Loyalty GoalsSpeaker TBA

anaLYtICS and YOUr dIgItaL teaM anaLYtICS and YOUr CUStOMer

InternaL externaL

DAy 2 AgEnDA At A glAnCEWednesday / october 22, 2014general summit


tHe dIgItaL FUtUre

SOCIaL teCHnOLOgY


8:00 Registration for General Summit Attendees and Continental Breakfast


9:05 Keynote: Finding and Recruiting Essential Digital Marketing TalentSpeaker TBA

1:50 Digital Marketing to Moms vs. Digital Marketing to Women: Do Brands Need Disparate Strategies?Danielle Wiley, CEO, Sway Group LLC

2:35 Closing Keynote: Into the Future- Internet of ThingsJessica Groopman, Senior Researcher, Altimeter Group

3:20 Summit Ajourns

9:50 How Allure Turns to Customer Intelligence to Drive Product, Content and Ad ImprovementTyler Douglas, CMO, Vision Critical & Cathleen Williams, Executive Director of Marketing, Allure

10:35 Morning Networking Break

12:00 Lunch

10:50 How the Convergence of Social and Mobile has Given Rise to a New Media ModelShree Dandekar, GM (Product Management) Social Media Analytics, Dell

10:50 Why You Need to Design Experiences for Mobile and Tablet AppsJohnny Dranchak, Group CTO and VP of Consumer Digital, Dow Jones

11:35 Social: From Fad to an Integral Marketing LayerMatt Corey, CMO, PGA TOUR Superstore

11:35 The Technology is Out There, Why Isn’t Your Organization Using It?Bill Parkes, CEO, Chief Digital Advisors, LLC

1:00 How to Operationalize Social Advertising and Measure its Contribution to SuccessDon Steele, SVP, Fan Engagement/Multi Platform Marketing, Comedy Central

1:00 Analyzing Offline/Online TransactionsLance Broumand, CEO & CCO, UrbanDaddy

1:25 Driving Results- The Importance of of Omni-Channel Campaign StrategiesJessica Groopman, Senior Researcher, Altimeter Group



WOrKSHOP a: WOrKSHOP B: WOrKSHOP C: WOrKSHOP d:

HOw MARKETING AND IT CAN wORK TOGETHER TO CREATE AND ExECUTE DIGITAL STRATEGy

In this interactive session, we will develop a marketing capa-bility map to align marketing and IT strategy. The capability map is like the Rosetta Stone, creating a shared language grounded in business out-comes. With a shared map, marketing and IT can maneuver the digital landscape together with precision and agility.This session will review:• The what and why of the

marketing capability frame-work

• How to develop a capability map for your organization

• How to heat map to drive prioritization and agility

• How to architect a highly scalable and flexible market-ing platform

Shawn Goodin, Director of Marketing Technology, The Clorox Company

HOw TO TURN yOUR EMPLOyEES INTO SOCIAL MEDIA AMBASSADORS

Marketing your brand is no longer only marketing’s job anymore. Essentially, it’s every employee’s jobs. Some of your employees are already active in social media. They can be part of your brand’s social ambas-sadors. Some of them are willing to try, but don’t know how. Pam Didner will share the process and tools on how to get it done right.Take-Aways:• Share the importance of

building social media skill sets• Tricks and tips to motivate

and encourage employees to be social ambassadors

• A step-by-step process and tools to encourage employ-ees to engage

Pam Didner, Author of the upcoming book: Global Content Marketing, Author | Speaker | Marketing Consultant

MANAGING yOUR ‘CORPORATE CHARACTER’ IN THE TRANSPARENT DIGITAL wORLDIn this workshop, participants will use a hands-on approach to gain a full understanding of the nuances of managing their professional identi-ties in the new transparent digital world we live in. The workshop leader will use his own corporate identity as an example, as well as other examples well-managed and not-so-well-manages identities. We’ll look, in real-time, at volunteer participants’ profiles and get valu-able feedback from the leader and others in the group. Participants will learn how to prioritize and utilize the various digital points of pres-ence at their disposal – LinkedIn, Facebook, Twitter, Google+, etc. At the end of the session, participants will have a virtual ‘playbook’ they can use to effectively and efficiently manage their online presence going forward.Key Takeaways:• Dos and Don’ts in the world of

corporate character management• How to effectively draw boundar-

ies between their personal and professional lives to maximize their corporate character

• How to prioritize and allocate appropriate time to the various digital points of presence

• How to generate and maintain compelling professional profiles

• Keys to relevant and engaging content curation

David Roth, CEO, Emergent Digital

HOw TO COPE wITH THE EVOLVING ROLE OF THE CMO

Chief Marketing Officers are now being asked to deal with the date explosion, social media, the growth of chan-nel device choices, a shift to direct marketing to consumers, financial constraints and ROI concerns as well as many other areas that were not tradition-ally within the role of CMO. Learn how to navigate the real-ity that you are being charged with a vital role in business growth.

Terri Funk Graham, Board Director, Sprouts Farmers Market, Inc.

pRE-SuMMit WORkShOpStuesday / october 21, 2014


HOw ARE yOU STRUCTURING yOUR MARKETING TEAM, PROGRAMS AND PROCESSES TO UNDERSTAND INDIVIDUALS AND NOT JUST MARKETS?

Listen in as panelists discuss the issues brands face with personalization, privacy implications, implications for brand communications, an whether or not all of this individual attention is cost effective.

MoDeRAToR: Steven Cook, Resident Digital CMO & Contributing Editor, CMO.com by Adobe

PAneLiSTS: Meg Ciarallo, VP of Marketing, Branding and Social, San Francisco Chronicle

Chad Bailey, CMO, Robeks

Mark Coatney, SVP, Digital, Al Jazeera America, AL JAZEERA Media Network

PANEL DISCUSSION

KEYNOTES

OPENING KEYNOTE: THE NEw C- SUITE “POwER TEAM”- THE yIN & yANG OF DIGITAL BUSINESS

It’s the classic battle between strategy and creativity—and the unique and powerful dynamic they bring when melding together. IT versus marketing, will they ever work together? Christopher Krohn, President and CMO of Restaurant.com, offers insights on important of this and how to make this happen. And when it does, there’s massive success in the realms of digital business and beyond.

Christopher Krohn, President and Chief Marketing Officer, Restaurant.com

KEYNOTE: FINDING AND RECRUITING ESSENTIAL DIGITAL MARKETING TALENT

Session details coming soon!Speaker TBA

CLOSING KEYNOTE: INTO THE FUTURE- INTERNET OF THINGS

Session details coming soon!Jessica Groopman, Senior Researcher, Altimeter Group

DAy 1 AgEnDA At A glAnCEtuesday / october 21, 2014general summit

Roughly 8 in 10 CMOs around the world believe that marketing will

undergo fundamental change over the next 5 years, according to results from Accenture

interactive’s “CMO insights 2014” study, with marketers appearing most confident in the

increasing role of analytics and greater budget allocations to digital and mobile.


HARNESSING THE COMBINED POwER OF CUSTOMERS, DIGITAL TECHNOLOGIES, AND EMPLOyEE ENGAGEMENT

The session discusses the opportunities that exist in understanding the customer needs and leveraging all the digital channels – web, email, social media and customer feedback to help improve the customer experi-ence. Digital technology helps gets instant feedback from the customers but also presents challenges in how best to communicate the value of the brand with the customer/member and share the results with the employees. We need to ensure that the employees (e.g. marketing, sales, customer support) are engaged in the process so that we can get the closed loop feedback from the customers and develop a good experi-ences for the customer and continually engage with the employee.

Gaurav Bhatia, Vice President, Digital Strategy, AARP

USING FINANCIAL METRICS TO MEASURE MARKETING AND wHy COLLABORATION BETwEEN THE CFO AND CMO IS IMPERATIVE

Session details coming soon!

Speaker TBA

StrategY

DAy 1 AgEnDA At A glAnCEtuesday / october 21, 2014general summit

MARKET AND TECHNOLOGy FACTORS DRIVING PERVASIVE CHANGE

Shifting consumer expectations and advances in technology are creat-ing a climate of constant change. Leaders have the opportunity to seize the moment, to delight every customer in real time, reach new markets, and collaborate with partners and suppliers across continents in the blink of an eye. But it is not just about speed, it is about the ex-perience. Every interaction is a moment of truth, and moments matter. By infusing intelligence and context into all your engagement pro-cesses, from marketing, to sales, service, and beyond, you can become essential to your customers, partners and suppliers, delivering person-ally relevant experiences. Doing so requires an integrated approach, fueled by the power of cloud, mobile, social, big data and analytics to create value and profitable revenue. Join IBM’s Carolyn Layne for this exploration of the factors driving change and the path to success.

Carolyn Layne, Smarter Commerce Global Program Leader, IBM

RESTRUCTURING yOUR ORGANIZATION FOR THE DIGITAL AGE

Successfully building your brand in the digital age goes beyond just having the right social media campaign, or the right web site. It means putting your customer at the heart of the way you do busi-ness. Understanding and shaping the journey your customer will take as they navigate the changing digital landscape will be the key to competitive advantage. But aligning your business against this is a formidable challenge. This session will discuss approaches for driving the transformation required.

Alec Bokman, Expert Associate Principal, McKinsey Digital

Some 42% believe that analytics skills will be a core competence of marketing over the next 5 years, echoing recent survey results from Spencer Stuart in which senior marketers envisioned analytical orientation as becoming a more important skill for CMOs to possess in the future.


MINING NEw DIGITAL INFORMATION SOURCES

Using customer analytics to mine data is a great place to begin, however many other sources such as blogs, third party reviews, con-sumer reviews ad real time conversations are not being tracked and monitored to their full potential.

Speaker TBA

DEMOCRATIZE yOUR DATA ANALySIS


Speaker TBA

INSPIRING CUSTOMER CONFIDENCE AS yOU MANAGE BIG DATA

As you manage the data explosion do not forget about the privacy and security implications that come with it. The use of multi-channel devices is also making companies’ infrastructure and data more vulnerable.

Speaker TBA

USING CUSTOMER ANALyTICS TO TRACK THE DATA THAT MATTERS


Speaker TBA

wHICH TOOLS AND PROCESSES ARE yOU INVESTING IN TO BETTER UNDERSTAND AND RESPOND TO wHAT INDIVIDUAL CUSTOMERS ARE SAyING AND DOING?

In this session Josh Pierry will discuss the evolution of the digital marketing landscape as it pertains to personalized content and how to stay ahead of the curve. Leveraging tools, processes, and best practices, he will explore ways to more comprehensively capture in-dividualized information and strategies for creating effective respons-es; the goals of which are to create a more cohesive bond between the client and organization, and ultimately improve top line revenue through greater client satisfaction.

Josh Pierry, CEO, Pierry Interactive

OPTIMIZING yOUR CONTENT MANAGEMENT ACTIVITy

This session will address the concern that the marketing leader-ship team has regarding how the marketing message is conveyed by employees and managed throughout the organization.

Speaker TBA

wEB ExPERIENCE MARKETING: MEETING CUSTOMER ACqUISITION AND LOyALTy GOALS

This session will address how to obtain greater brand affinity and deeper engagement. You will learn how other brands are using web ex-perience management to meet customer acquisition and loyalty goals.

Speaker TBA

DIGITAL MARKETING TO MILLENNIALS ( THIS IS TAKING THE PLACE OF THE TwO SESSIONS ABOVE. THIS SESSION wILL RUN AS A MAIN SESSION AS OPPOSED TO A BREAK OUT)


Mike Mancini, VP, Thought Leadership, The Nielsen Company

anaLYtICS & data CUStOMer reLatIOnSHIP ManageMent


77% of respondents believe it essential or very important to deliver an effective customer experience for their company, with this being an area of growing focus this year. - Accenture survey


HOw ALLURE TURNS TO CUSTOMER INTELLIGENCE TO DRIVE PRODUCT, CONTENT AND AD IMPROVEMENT

A brand community is a social website that focuses on brands or products. A well designed online brand community has the potential to conduct market research at a fraction of the price and with a very short turn around, provide customer service, and a place to get to know customers one on one.

Tyler Douglas, CMO, Vision Critical & Cathleen Williams, Executive Director of Marketing, Allure

HOw THE CONVERGENCE OF SOCIAL AND MOBILE HAS GIVEN RISE TO A NEw MEDIA MODEL

As the adoption of social, mobile and cloud computing continues to transform industries, organizations increasingly value how these technologies can improve customer engage-ment, forge new partnerships and drive com-petitive advantage. As great as the promise of convergence is, many organizations are still struggling to reinvent their business opera-tions and keep pace with the explosion of mobile channels and volume of data being generated. This session will aim at not only discussing some of the natural use cases of this disruption like social casting but will provide a practical approach to marketers on how to realize an ROI from their social and mobile investments using analytics.

Shree Dandekar, GM (Product Management) Social Media Analytics, DELL

wHy yOU NEED TO DESIGN ExPERIENCES FOR MOBILE AND TABLET APPS


Johnny Dranchak, Group CTO and VP of Consumer Digital, Dow Jones

SOCIAL: FROM FAD TO AN INTEGRAL MARKETING LAyER

Social is not just something managed by a 24-year-old rookie marketing associate or customer service rep. Social strategy must be part of every major campaign and must also be integrated into your brand experience throughout the year. Your customers WANT to interact with you. Are you involving them in your brand, and do you even know HOW to do that through filtered curation that is still authentic? In this session we will show you how to do just that with examples of “fads” and best practices for complete integration.

Matt Corey, CMO, PGA TOUR Superstore

THE TECHNOLOGy IS OUT THERE, wHy ISN’T yOUR ORGANIZATION USING IT?

Why aren’t more companies adopting the newest capabilities at a faster rate? Monstrous opportunity to advance business objectives through technology capabilities exist, however many are never pursued. What keeps this vision from being realized? We’ll discuss the dynamics behind this, to provide context and provide a guide for how to better capitalize on the vast opportunities technology can provide to improve digital marketing effectiveness.

Bill Parkes, CEO, Chief Digital Advisors, LLC

HOw TO OPERATIONALIZE SOCIAL ADVERTISING AND MEASURE ITS CONTRIBUTION TO SUCCESS

With over 125mil fans and followers in Social Media, Comedy Central has long used Social to drive tune in and other lines of business. As the relationship between paid and earned media has evolved Comedy Central has evolved how, what and when it advertises in social. This change has also influenced it’s programming and reporting in social so that it can both define and achieve platform specific goals. In this session Comedy Central will share some of the strategies and tactics that they have implemented to adapt to the changes in the social media landscape.

Don Steele, SVP, Fan Engagement/Multi Platform Marketing, Comedy Central

ANALyZING OFFLINE/ONLINE TRANSACTIONS


Lance Broumand, CEO & CCO,UrbanDaddy

DRIVING RESULTS- THE IMPORTANCE OF OMNI CHANNEL CAMPAIGN STRATEGIESWould you hire a carpenter with one tool in his toolbox? Effective consumer marketing requires testing, measurement and response. Clear objectives must be set and audience engagement must be actively measured. Omni-channel marketing isn’t elective. Tomor-row’s CMOs will be valued by the weight of their tool belts.

Paula Dirks, Vice President of Marketing, Montblanc North America


DAy 3 AgEnDA At A glAnCEthursday / october 23, 2014general summit


tHe dIgItaL FUtUre

DIGITAL MARKETING TO MOMS VS. DIGITAL MARKETING TO wOMEN: DO BRANDS NEED DISPARATE STRATEGIES?

Danielle Wiley, CEO of Sway Group, will share her insights on digital marketing trends. Founded three years ago as a mom blogger management agency, Sway Group has seen marketers place increasing importance on women consumers but struggle with how to customize their programs specific to their audience. Not every woman is a mom, but every mom is a woman. Danielle will discuss the importance of this distinction and emerging trends in reaching a younger female demographic.

Danielle Wiley, CEO, Sway Group LLC

the CiO will lead the charge of digital innovation and change in businesses.

- gartner

DAy 3 AgEnDA At A glAnCEthursday / october 23, 2014general summit

“Marketing is among the last C-Suite functions to be intEgRAtED intO the enterprise it stack.”

- iBM 2011 CMO study

digital marketingregister today! 888.409.4418 register by september 12, 2014 and save $200!...

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