P1. Track Keynote: Hear how Harvard Business Review and WGBH have Transformed Digital Engagement
Tuesday, December, 2: 1:30 p.m. - 2:30 p.m.
Engaging customers and online audiences requires the right mix of technology, content, and tools, orchestrated in a way that leverages deep customer knowledge to deliver the right content at the right time in the right fashion. That’s a tall order, yet it is a “do or die” imperative for organizations that use content to make a living. In this session, you’ll learn how to transform and optimize customer digital engagement from presentations by two leading-edge organizations that are paving the way to the future using a blend of customer-centric design, dynamic and targeted content, big data and analytics, agile technologies and processes, and a vision for the future. These presentations will inspire you to kick-start your own digital engagement transformation initiatives!
You'll also meet the HBR.org development team: Daigo Fujiwara, Kevin Davis, Matt Wagner, Fred Lalande, and Ismail Ozyigit.
Moderator:Marc Strohlein, Principal, Agile Business Logic and Principal, Agile Business Logic
Speakers:Kevin Newman, Director of Technology, Harvard Business PublishingRebranding and Rebuilding Harvard Business ReviewCate Twohill, Managing Partner, CRM Services, WGBH Educational FoundationBig Data & Customer Engagement Lessons from a U.S. Media PowerhouseGeorge Corugedo, CTO, RedPoint Global Inc.Big Data & Customer Engagement Lessons from a U.S. Media Powerhouse
T3. Marketing Automation, Data, and Multichannel Marketing
Tuesday, December, 2: 4:00 p.m. - 5:00 p.m.
The term “marketing automation” has grown from referring to simple workflow tools to help companies and their partners manage campaigns to being used to cover a much broader and more amorphous set of capabilities. Both of the presentations in this session cover the use of data in marketing automation, one from an analytical perspective, and one from a case study.
Moderator:Jake DiMare, Director of Marketing, Connective DX
Speakers:Peter O'Kelly, Independent Consultant, O'Kelly AssociatesMarketing Automation and Big Data: From Lotus Marketplace to Acxiom's Aboutthedata.com and BeyondLiz Watson, AVP, Marketing, Hartville Pet Insurance GroupPet Insurer Breaks Out of the Pack with Omnichannel MarketingGeorge Corugedo, CTO, RedPoint Global Inc.Pet Insurer Breaks Out of the Pack with Omnichannel Marketing
C5. Optimizing the Customer Experience with Analytics
Wednesday, December, 3: 9:40 a.m. - 10:40 a.m.
Optimization has been on many a marketer’s radar for some time though far too many still underutilize much of the data they have collected. Those who are already looking beyond the usual web analytics for optimization ideas will benefit from the two additional suggestions presented in this session.
Moderator:Jeff Cram, Chief Strategy Officer and Co-founder, Connective DX
Speakers:Feras Alhlou, Co-Founder, Principal Consultant, E-Nor, IncUsing Text Analytics to Improve User ExperienceJen Grogono, CEO, uStudioVideo Analytics for Marketers: What You Don't Know CAN Hurt You
T6. Big Data and Customer Engagement
Wednesday, December, 3: 11:40 a.m. - 12:40 p.m.
In this session we focus on what it actually means to use huge amounts of data to better engage customers. Wesley Moore from Teradata explains what infrastructure components need to be in place for data-driven marketing. ShopAdvisor's Peter O'Kelly then takes us through the details of how they are currently using big data, what they’ve learned about interpreting the data, and how to guard against misinterpreting it.
Moderator:Stephen Cummings, Senior Vice President Sales and Marketing, Fingent Corporation
Speakers:Wesley Moore, Vice President, IMM & Digital Marketing Solutions, TeradataUsing Data to Deliver Marketing Relevancy and Optimizing Customer ExperiencePeter O'Kelly, Independent Consultant, O'Kelly AssociatesBig Data and Customer Engagement: New Opportunities and Challenges