Technology/Technology Decisions

 

T1. Track Keynote Panel: Marketing Technologists Discuss Multichannel and Enterprise Integration Challenges

Tuesday, December, 2: 1:30 p.m. - 2:30 p.m.

Marketing technologists are no longer rare birds, though they are often found in unfamiliar environments with less than obvious plumage. There are marketing technologists in many of our sessions this year, but we have selected a few to look at the two toughest challenges they, and their organizations, face in building modern digital strategies: support for consistent current and future multichannel experiences, and the necessary integration of data from multiple enterprise systems.

Moderator:
, Founder, chiefmartec.com & Co-founder & CTO, ion interactive
Speakers:
, CTO/Co Founder, DataXu
, Director of Marketing & Marketing Technologist, ICF Interactive
, Director and North America Customer Platform Lead, SapientNitro
 

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.

Moderator:
, CEO and Founder, Akoonu
Speakers:
, 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
 

E2. Enterprise Social - Is it Living up to its Promise?

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

Hmm… lots riding on how you define “it” and “its Promise”, but it is an interesting question to the uninitiated because of the wide range of opinion. There are plenty of examples of organizations that are convinced they have reaped huge benefits from incorporating an enterprise social platform, bought or built. But there are also many who are not so sure. There is also a split decision among investors. In this session two analysts will attempt to clarify what is going on.

Moderator:
, Founder and CEO, Miller Systems
Speakers:
, Partner & Principal Analyst, Digital Clarity Group
Social, Now? What Will (Finally) Change the World of Work?
, Senior Analyst, Social Business, 451 Research
Social Business: Social is a layer, not a channel
 

T2. Update on Wearables and Internet of Things Applications and Platforms

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

We all know that wearables and other “internet things” are already here and will accelerate to liftoff velocity soon. But there is a lot we don’t know yet: Which wearables will catch on? What types of user interfaces will need to be supported? How will content and data be encoded and managed to support multiple devices with dramatically different physical characteristics and computing capabilities? What new platforms or frameworks will emerge? What will be the first mainstream industry applications? Our two speakers are intimately involved in these and related questions and will help you think about what’s coming when and how the main computing platform vendors are positioning themselves for battle.

Moderator:
, Executive Editor, ChiefDigitalOfficer.net and East Coast Catalyst
Speakers:
, Vice President, Creative Technology / Labs / Mobile, DigitasLBi
Upcoming Frameworks / Platforms: Apple, Samsung, Google, WebMD?
, Solution Architect | Futurist, Products & Innovation, SAP SE
Insight at First Sight - Digital Eyewear as the Next Interaction Paradigm
 

P2. eBook Platforms, Standards, and Uses - Expert Panel Discussion

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

As eBooks have moved from the consumer marketplace into education, business and even demanding applications like STM publishing, the bar for quality, accuracy and rich, interactive experiences has been raised significantly. Yet, at the same time, eBooks continue to evolve along several dimensions with the proliferation of platforms and devices, publishing standards, technologies, and delivery channels. This session brings together three experts who will help you navigate the myriad decisions needed to produce engaging and effective eBooks.

Moderator:
, Principal, Agile Business Logic and Principal, Agile Business Logic
Panelists:
, VP, Solutions Architect, Content Solutions, SPi Global
, President, Data Conversion Laboratory
eBooks in the STM World: Is eBook Technology Ready?
, Vice President, Business Development, Bluefire Productions
EPUB in the Enterprise
 

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!

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

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:
, Director of Marketing, Connective DX
Speakers:
, Independent Consultant, O'Kelly Associates
Marketing Automation and Big Data: From Lotus Marketplace to Acxiom's Aboutthedata.com and Beyond
, AVP, Marketing, Hartville Pet Insurance Group
Pet Insurer Breaks Out of the Pack with Omnichannel Marketing
, CTO, RedPoint Global Inc.
Pet Insurer Breaks Out of the Pack with Omnichannel Marketing
 

P3. Update on Multichannel Publishing Technologies

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

The phrase “multi-channel publishing” sounds innocuous, but for those charged will delivering content over a plethora of digital channels while continuing to support print publishing, it is anything but. If you are responsible for delivering digital content to many different channels, devices, and audiences, you are faced with a large and growing number of complex, risky decisions. This session will help you craft a “content and media neutral” publishing strategy and also get you up to date on HTML5, responsive design, emerging frameworks, and other developments in multichannel publishing—in short, the one stop shop for what you need to know about multi-channel publishing.

Moderator:
, Principal, Agile Business Logic and Principal, Agile Business Logic
Speakers:
, President, DPCI
Next Generation Multichannel Publishing Technologies
, Chief Technology Officer, Quark Software Inc.
Automating Publishing with Smart Content
 

C4. How to Manage Multichannel Content Marketing

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

Content is certainly the unifying element of a brands’ marketing across physical as well as digital channels. Once you have created your killer content how do you maximize its reach? How do you push out your content beyond your own channels in ways that are manageable? This session includes presentations by two organizations that have built marketing strategies based on the centrality of content and the power of effective distribution.

Moderator:
, Executive Editor, ChiefDigitalOfficer.net and East Coast Catalyst
Speakers:
, Head of Global Digital Brand Marketing, New Balance
The Content-Powered Organization
, Creative Director, Almighty
The Content-Powered Organization
, VP of Marketing & Communication, Builder Homesite
Pitch Perfect: How a Content Hub Can Harmonize Your Marketing
 

P4. How Publishers and Marketers are Dealing with Today's Digital Asset Management Challenges

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

Creating engaging digital customer experiences has become both a mantra and competitive imperative for many publishers. Digital asset management is a core part of creating those experiences, providing the ability to create, manage, and deploy the rich content that drives engagement. While DAM technology has been around for a while, it continues to evolve and systems that are even a few years old may be behind the times. Whether you’re newly in the market or disenchanted with an existing DAM solution, this session will provide the knowledge of the market, the vendors and solutions, and how to select the best possible solution for your needs.

Moderator:
, Principal, Agile Business Logic and Principal, Agile Business Logic
Speakers:
, Director, Vox Veritas Digital Ltd, UK
How to Select a Digital Asset Management System and 2014 Market Overview
, Director of Rich Media Solutions, Flatirons Solutions
It's OK to look back... learn what others have done to overcome DAM challenges
 

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:
, Chief Strategy Officer and Co-founder, Connective DX
Speakers:
, 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
 

T5. Multichannel Content Management - How do you do it?

Wednesday, December, 3: 9:40 a.m. - 10:40 a.m.

Multichannel content management is hard. It used to be a requirement mainly for complex enterprise content management applications that couldn’t avoid it. Nowadays, it is necessary for almost every business and consumer application aiming to achieve market penetration potential. In this session four experts will help you understand what’s involved, what content reuse, adaptive content, semantic content are, and how to get started. If you’ve already started they can provide some tips based on their extensive experience.

Moderator:
, Director of Marketing, Connective DX
Speakers:
, Content Architect
, Partner, Blend Interactive
, Consultant and Founder, Urbina Consulting
 

P5. The Future of Advertising Panel

Wednesday, December, 3: 9:40 a.m. - 10:40 a.m.

Advertising used to be simple - well you could always make bad choices - but keeping up with all the ways advertising technology and channels are changing is enough to make some marketers yearn for early retirement options. Last year we looked at Ad Exchanges, Data Exchanges, Real Time Bidding (RTB), Demand Side Platforms, and Supply Side Platforms. Our panel this year will look at a number of topics including the use of ethnography and digital anthropology to craft relationship-building ads, multiple ways to manage cross-platform advertising, and how content strategists can help create user-centric, not marketer-centric experiences.

Moderator:
, SVP Marketing, Newscycle Solutions
Panelists:
, Senior Director, Digital Marketing, Activision
, Principal, User Experience Design, ICF NEXT
, Founder and CEO, PK4 Media, Inc.
 

C7. Building Next Generation Web Content Management & Delivery Digital Experiences – Vendor Panel Discussion

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

You probably need to attend every session in the conference to even learn all the questions to ask before embarking on a next generation digital experience strategy and design. In this session a panel of competing vendors will discuss what they see as the critical components and challenges based on their customer’s experiences and feedback, and on their own vision of what is possible. Vendors have lots of valuable experience and information and this is your chance to hear from knowledgeable representatives minus the PowerPoint pitch. This was a popular session last year and we had many requests for including it again.

Moderator:
, Program VP, Content & Digital Media Technologies, IDC
Panelists:
, Senior Director of Strategy and Product Marketing, Digital Marketing Business, Adobe
, CTO, BloomReach, Inc.
, COO, e-Spirit
, VP, Products, Crafter Software
 

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.

Moderator:
, Principal, LWM Technology Services
Speakers:
, 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.

Moderator:
, President, Anderson Digital 2020
Speakers:
, 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
 

T9. Cognitive Computing, Machine Learning, and Big Data

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

Cognition is recognized as a human brain function, combining individual knowledge with contextual understanding. Keeping this in mind, we will be interested to learn more about the emerging field of cognitive computing from industry insiders. We will hear from industry analysts about the work of the recently formed Cognitive Computing Consortium, which has gathered a cross-disciplinary roster of expert members who are evaluating the impact this new style of computing may have on innovation and business performance. We will also hear an industry perspective from pioneers in the application of cognitive software to business problem solving.

With the volume of data in most enterprises far surpassing the amount of quality curated content by orders-of-magnitude, we look to technology to make raw data more meaningful. Over several generations of machine learning and artificial intelligence software, the technology has now brought advanced decision support out of the lab and into the business mainstream. Our speakers will give us the context, state-of-the-art, and future directions for this newly launched area of computing.

Moderator:
, Principal, LWM Technology Services
Speakers:
, Co-founder and CEO, CustomerMatrix
, Distinguished Engineer and Chief Architect, Watson Platform, IBM
, Co-founder, Cognitive Computing Consortium
Cognitive Computing: What It Is and Why You Will Soon Care
, President, Synthexis and Cognitive Computing Consortium
Cognitive Computing: What It Is and Why You Will Soon Care