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.

, Principal, Agile Business Logic and Principal, Agile Business Logic
, Director of Technology, Harvard Business Publishing
Rebranding and Rebuilding Harvard Business Review
, Managing Partner, CRM Services, WGBH Educational Foundation
Big Data & Customer Engagement Lessons from a U.S. Media Powerhouse
, CTO, RedPoint Global Inc.
Big Data & Customer Engagement Lessons from a U.S. Media Powerhouse

C2. Mobile Strategies - Beyond App Development

Tuesday, December, 2: 2:40 p.m. - 3:50 p.m.

Now that you have an app or two or more, congratulations! - but don’t think you are done. Individual apps can have enormous effects on customers’ experience and your market reach, but they are just the most visible part of a successful and sustainable mobile strategy. Apps are a beachhead that needs to be secured, continuously developed, expanded, and integrated with other supporting marketing and enterprise systems. This session looks at some of the issues you need to consider beyond basic app development.

, CEO and Founder, Akoonu
, Senior Director of Strategy and Product Marketing, Digital Marketing Business, Adobe
Mobile Apps: What happens after 100 Billion Downloads?
, VP of Business Development, Waterfall
Five Ways to Nurture Profitable Customer Relationships Through Mobile Messaging

C3. Panel - Stump the Web Content Management Consultant

Tuesday, December, 2: 4:00 p.m. - 5:00 p.m.

For those of you unfamiliar with this format, the concept is simple: Bring your toughest, thorniest, most intractable Web Content Management conundrum or challenge and a team of experienced Web Content Management consultants will compete to offer you the best advice in 2 minutes or less. But there’s a twist… we’ll use noise-canceling headphones to make sure the gurus can’t hear the answers that the other panelists give. Come and get insightful, likely controversial, and sometimes entertaining answers to your most pressing questions. The person deemed to have stumped the consultants the most will go home with their own noise-canceling headphones!

, Managing Director & Analyst, Real Story Group
, President and Founder, Ayantek
, Director Content Strategy, SapientNitro
, Partner, Blend Interactive

T4. Personalization, CMSs, and Content Strategy

Wednesday, December, 3: 8:30 a.m. - 9:30 a.m.

Personalization is on everyone’s checklist – organizations “require” it, consultants recommend it, and vendors “provide” it. Even with a lot of technology available, it is hard, and even harder to do it right. In this session we have two “how to” presentations. One speaker covers what to expect from CMS systems as well as strategic and operational issues organizations need to work through. The other presenter describes a content strategy and technique for a managed implementation of personalization.

, Chief Strategy Officer and Co-founder, Connective DX
, CEO, TBG (The Berndt Group)
Personalization Mechanics: Highly Targeted Content Within Your Web Operation
How to Deliver Contextual Content to an Audience of One

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.

, Chief Strategy Officer and Co-founder, Connective DX
, Co-Founder, Principal Consultant, E-Nor, Inc
Using Text Analytics to Improve User Experience
, CEO, uStudio
Video 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.

, Senior Vice President Sales and Marketing, Fingent Corporation
, Vice President, IMM & Digital Marketing Solutions, Teradata
Using Data to Deliver Marketing Relevancy and Optimizing Customer Experience
, Independent Consultant, O'Kelly Associates
Big Data and Customer Engagement: New Opportunities and Challenges

T8. How to Improve Findability

Wednesday, December, 3: 2:00 p.m. - 3:20 p.m.

Efficiency (speed), accuracy and comprehensive results have long been measuring units by which search engines and search within applications have been judged for findability. Human factors and design play into the efficiency of any search experience. Algorithms determine the validity (relevance) of items retrieved for a given query, and they also determine how complete results (recall) are against a given corpus of content. Search experts who seek to implement search engines for relevance or recall also need quality data to make tuning decisions.

Our speakers in this session will give us three views of what it takes to improve design and content for findability. They will speak to points of usability, as well as how high quality metadata supported by specialized taxonomies, contribute to those improvements.

, Principal, LWM Technology Services
, User Experience Consultant, Bentley University's User Experience Center
Content is King… as Long as Your Visitors Find It
, Chief Scientist, NewsEdge / Acquire Media
Metadata Statistics for Sharpening Taxonomies and Improving Search
, Principal, Taxonomy Strategies
Why You Should Develop Use Cases Before You Develop the Taxonomy

C8. Responsive Design Practices and Options

Wednesday, December, 3: 3:30 p.m. - 4:30 p.m.

Responsive design is trickier than you might think. Evolving web standards, multiple mobile operating systems and development frameworks, and rapidly proliferating types of devices with unpredictable display characteristics, processing capabilities, and features all conspire to force tradeoffs, and mean ongoing development and maintenance. This session looks at a number of the constraints, including performance issues, reliability of user agent detection, and utility of available device information.

, President, Anderson Digital 2020
, Development Director, Fresh Tilled Soil and Pearson Publishing, Refresh Boston, AIGA Boston, Global Accessibility Awareness Day
How To Deliver Fast, Engaging Responsive Web Design Sites
, Principal Consultant Technologist, Avalon Consulting, LLC.
Multi-Channel Distribution and Customer Engagement

C11. User Experience Design and Engagement

Wednesday, December, 3: 3:30 p.m. - 4:30 p.m.

David Polcaro examines marketing goals (gathering contact information, qualifying leads, encouraging conversions,etc.)that are not always aligned with a great experience for end users of a website, app or other digital platform. Learn how UX pros approach the challenge of advocating for the best user experience while simultaneously addressing conflicting marketing goals.

Next, Jessica Langdorf reports on a recent study looking at how customer experience in live chat affects conversion. Findings include: branded chat windows delivered +13% more chat orders than generic ones; optimal placement of a chat window on the screen is the bottom-right corner, resulting in 38% more conversions; allowing users to interact within a chat window that is layered on top of the web page content produces 27% more conversions than a secondary browser; and chat button design and placement has a significant impact on engagement and conversation rates.

, Staff Reporter, CMSWire.com
, Creative Director / Founder, East Coast Catalyst
UX versus Marketing
, Director, Digital Engagement Lab, Enterpise Division, Nuance Communications
Customer Experience & Conversion: How Live Chat Window Design & Placement Can Impact Customer Engagement