August 23 1:15 pm - 2:15 pm - Opening Keynote
Good Content vs. Good Enough Content: A Fight for Sore Eyes
Ann Handley, MarketingProfs
Tell bolder (and braver!) stories, using stronger, writing and a unique point of view
Create “best of breed” content to attract the people you want
Know when to be a little outrageous (and when to dial it back)
Understand the secrets to inspire the best work out of writers and content creators
August 23 2:30 pm - 3:00 pm Stage 1
How To Thrive in the Post-Digital Age – Tips and Case Studies for How to Succeed
Eric Yale, Forrester
Understand that's no longer about being the ""best"" digital marketer - that time has passed
Relate to the three imperatives for embracing the post-digital mindset
More adeptly address your customers' digital and physical needs all at once
August 23 2:30 pm - 3:00 pm Stage 2
The Truth About Marketing Analytics
Matt Hertig, ChannelMix
Understand the difference between reporting and analytics
Walk away with 3 key actionable pillars of success
Learn how to break down different analytyics solution models
Establish the right analytics and reporting approach for your organization
Equip your team for long-term analytics success
August 23 2:30 pm - 3:00 pm Stage 3
SEO vs. Brand Voice: Choosing the Right Words
Caitlin Barrett, Doublebit Narrative
Set priorities for digital copy based on your brand’s voice
Turn your SEO strategy into a key tool for building brand value
Balance two distinct skill sets: writing for search, and writing for brand
Create more cohesion between the terms people search for and the way you talk about what you offer
August 23 3:15 pm - 3:45 pm Stage 2
Cognitive Technology: The End of Marketers and Marketing As We Know It?
As marketing strategies and practices continue to evolve they are increasingly driven by technology solutions, gobs of data and analytics. The next wave of marketing will also leverage machine learning tools and is poised to make marketers more efficient and enable more strategic insights and decision making.
August 23 3:15 pm - 3:45 pm Stage 3
Lessons from the Frontier: Trends and Tactics from Today’s Content Powerhouses
Craft more compelling social content that stands out from the content avalanche
See and replicate tactics used by the companies winning at content
Make every connection meaningful by speaking to your audience’s unique needs
Capitalize on major moments by surfacing—and resurfacing—the right stories
August 23 4:00 pm - 4:30 pm Stage 1
Building the Future: How to Make a Real Impact in the Advertising and Technology Space
Jarrod Dicker, Washington Post
Make existing advertising techniques and technologies more effective
Build ‘never been done’ before technologies in a fast and meaningful way
Create teams inspired to think in a fast moving, changing market
Effectively measure ‘success’ and the core focus for companies across the spectrum
August 23 4:00 pm - 4:30 pm Stage 2
Snapchat Strategies for Marketing Your Business
Carlos Gil, BMC Software
Employ new strategies to significantly grow your Snapchat account, reach, and influence
Develop new Snapchat content creation strategies to integrate into your marketing plan
Understand how to connect and work with influencers on Snapchat, including examples from notable brands
Effectively measure the $ ROI of your Snapchat marketing efforts
Learn how to use Spectacles for content creation
Balance Instagram vs. Snapchat to engage your community.
August 23 4:00 pm - 4:30 pm Stage 3
The Strategic Omni-Channel Digital Marketing Playbook
Brian Kroll, Adtaxi
Strategically organize media budgets by platform (Search, Social & RTB) and geography based on potential impact
Implement campaign set-up best practices by platform (Search, Social, & RTB)
Test two different data-driven omni-channel optimization strategies across any/all platforms
August 23 4:45 pm - 5:15 pm Stage 2
Developing Customer Empathy and Establishing an Emotional Connection
Melissa Metcalf, MailChimp
Better understand the value of customer empathy and how to apply it to your business
Develop marketing strategies designed to build brand loyalty
Create a culture of understanding through actionable marketing tactics
August 23 4:45 pm - 5:15 pm Stage 3
Multi-Channel Personalization: The Key to Account-Based Marketing Success
Design and implement a winning ABM strategy at your organization
Understand how to design the most effective personalized campaigns for your company
Craft and implement personalized content to attract the right audience in your ABM campaigns
August 23 5:15 pm - 6:30 pm
Opening Reception
August 24 8:30 am - 9:00 am Stage 1
Facebook Ads: Mastering the Power of the Demographic Fire Hose
Susan Wenograd, Five Mill
Know how to translate your customer journey into the structure of Facebook advertising
Understand tracking, optimization, and bidding strategies
Distinguish between the campaign types and creative possibilities, and how/when to use what type
Find new ways to leverage your existing customers and fans to acquire new ones
August 24 8:30 am - 9:00 am Stage 2
Multi-Touch Attribution: Marketing Measurement’s Holy Grail or Passing Trend
Greg Stuart, MMA
Define Multi-Touch Attribution (MTA)
Apply advanced analytics across marketing touch points to achieve desired outcome
August 24 9:15 am - 9:45 am Stage 1
From Frustration to Success with Content Marketing
Quinn Tempest, Vertical Measures
How to perform deep content topic ideation to capture organic traffic
Ways to shift your strategy to adopt agile methodologies (I think we are going with lower case on this)
Magical of a Hub & Spoke content model
Why search engine optimization is more critical than ever
August 24 9:15 am - 9:45 am Stage 2
Stealing Design Thinking: Five UX Techniques for Marketers
Michael Salamon, Lousy
Develop genuinely useful personas
Incorporate user roles more strategically into your integrated marketing plans
Create Customer Journey Maps that are actually usable
Introduce Experience Maps into your digital strategy
Develop better, more advanced A/B Testing methodologies
August 24 9:15 am - 9:45 am Stage 3
The Data Driven CMO: Team, Tools, and Tactics in the Age of Digital Marketing
How to create a data-driven culture, and bring along everyone on your team
How to use data to define your marketing strategy
How to design game-changing dashboards to focus everyone on what is really important
August 24 10:00 am - 10:30 am Stage 1
Making Lemonade: Traits Beyoncé Can Teach the Modern Marketer to Run the World
Michael Barber, barber&hewitt
August 24 10:00 am - 10:30 am Stage 2
Email Reimagined
Bonnie Malone, Return Path
Manage the evolving email strategy landscape
Use strategies to navigate the perilous path to the inbox
Reimagine your email program
August 24 10:00 am - 10:30 am Stage 3
Video Marketing Superpowers to Grow Your Business
Understanding of how using video builds authenticity and trust
Identify opportunities to use video across your business
Develop a toolkit of Video production tips to get started right away
August 24 11:00 am - 11:30 am Stage 1
Agile SEO: Transformative Strategies for Stellar Results
Matthew Capala, Alphametic
Identify the key 20% of actions that drive 80% of results
Adapt to the recent Google changes and position your strategy ahead of the evolving algorithm
Use the most recent SEO tools, techniques and strategies that will not break the bank
Remove the complexity of tasks and streamline projects to move the needle
Collect actionable data to make the case for SEO budget and support
Design an agile and inclusive SEO process that works for everyone
Eliminate project downtime, reduce cost, and effect transformational change
August 24 11:00 am - 11:30 am Stage 2
Experiential Marketing: How the Best Brands Amplify Their Live Experiences Through Digital
Brendan Walsh, Mole Street
General background on Experiential marketing techniques and how they intersect with a social/digital campaign
Profiles of some of the best known brands and how they use it effectively
Video examples for reference within the retail, hospitality, fmcg, tourism and entertainment space
Learn about new tools available to capture social information at events without hashtags
August 24 11:00 am - 11:30 am Stage 3
The Future of Marketing is Engaging Non-Fiction
Application and inspiration from innovative case studies to use across your mar-tech stack and channels
Best-in-class digital campaign use cases
Multiple-channel campaign implementations strategies
Inspirations for the future of digital marketing through attainable strategies utilizing data science, bots, UX personalization and advanced, multi-sensory experiences
August 24 11:45 am - 12:15 pm Stage 1
Battle of Micro-Storytelling: Winning With the ‘Stories’ Format
Laura Wilson, Georgetown University
Integrate Snapchat and Instagram Stories into your social strategy to drive business with younger consumers
Determine how your brand can scale its micro-storytelling content efforts even with a small team
Create compelling micro-storytelling content regardless of industry
Apply the latest best practices in on-demand Snapchat geofilters—from graphics and pricing to strategic targetinge
August 24 11:45 am - 12:15 pm Stage 2
Programmatic Advertising Evolved
Jeremy Hudgens, Genius Monkey
Understand advertising's past, present, & future
Move beyond reach, frequency & CPM
Speak to the right now generation, understand your audience, & impact the bottom line with AI
Create heavy competition among publishers & networks to stretch your ad dollars in real-time
August 24 11:45 am - 12:15 pm Stage 3
Srini Nanduri Capital One
Nicole Dougherty - Capital One
Building Real-time Scoring Capabilities to Personalize Visitor Content
Enhance customer interactions and provide better recommendations
Use newer big data technologies and machine learning
August 24 12:30 pm - 1:30 pm
Lunch Keynote Seth Godin - Bestselling Author
August 24 1:40 pm - 2:10 pm Stage 1
How to Increase Conversion With Usability Testing
Danny Setiawan, CoCreate Consulting
What usability testing is and why it’s important
Why you should do it instead of relying on UX professionals
Basic techniques of conducting usability tests
Tools to conduct usability study cheaply and quickly
August 24 1:40 pm - 2:10 pm Stage 2
Mobile SEO: How to Dominate The New Search Landscape
Maryna Hradovich, SEMrush
Understand how users are changing the way they search and how search engine algorithms are evolving to keep up
Use the best strategies to stay competitive in an increasingly mobile world
Explore mobile first indexing, Accelerated Mobile Pages (AMP), voice search, and more to help you successfully align with the new search paradigm
August 24 1:40 pm - 2:10 pm Stage 3
Contextual Lens: Driving Innovation with Consumer Interaction Data
Madhu Raman, Verizon Enterprise
Start adopting the contextual lens to understand their digital consumer’s emerging needs
Help product designers innovate new offerings using consumer interaction data
Understand how context changes the default choices that consumers normally make
Work with data analysts to take advantage of the contextual lens today
August 24 2:20 pm - 2:50 pm Stage 1
Futureproofing Your SEO
Mike King, iPullRank
What changes Google has made that can make a material impact on your business goals.
What are the upcoming trends in Organic Search that you need to prepare for
How to strategically execute modern SEO
How to effectively measure SEO results for business impact
How to make the right SEO hire
How to find the right SEO partner
What tools your team should be using to do effective enterprise-level SEO
August 24 2:20 pm - 3:20 pm Stage 2
When Your Marketing Feels Too Much Like Marketing: Practice Moderation
Brian Honigman, NYU
Clarify your purpose as an organization to inform your marketing
Balance a data-driven approach to marketing with intuition
Diversify what channels you're are active on to connect with customers
Craft more meaningful messaging, instead of relying on inundating your audience
August 24 2:20 pm - 2:50 pm Stage 3
The B2B Analytics Engine: How Vanguard is Measuring Marketing Success Online
John Glinski, Vanguard
Achieve buy-in among a siloed organization to define key business goals
Use your data to create a visit engagement score measuring key activities online
Understand the possibilities for further developing this model and finding deeper insights within your business
August 24 3:00 pm - 3:30 pm Stage 1
Using Big Data to Change the World
Duncan Lockard, Change.org
Change user behavior from “transactional” to “relational”
Use algorithms to drive content personalization in unique new directions
Implement workflow processes that augment staff labor with automatic data-surfacing
August 24 3:00 pm - 3:30 pm Stage 2
The Care and Feeding of the Content Engine
Ginger Shimp, SAP
Version your content to appeal to disparate groups such as, lines of business, industries, net new vs. customers
Design content to be consumed in multiple formats
Create a content plan that will appeal to how prospects choose to consume information
August 24 3:00 pm - 3:30 pm Stage 3
Data Science Mindset for Marketing
Michael Li, The Data Incubator
Apply data science in marketing
Understand the limitations of data science
Think critically about data science -- even if you are not a data scientist!
August 24 3:40 pm - 4:40 pm Stage 1
Rebranding: Making a 145-Year-Old Institution Not Only Relevant but Irresistible
Cynthia Round, Metropolitan Museum of Art
Excavate the essential, intangible truth of your brand
Understand how to “read between the lines” of your audience research
Better align your organization to deliver a 360-degree brand experience
August 24 3:40 pm - 4:10 pm Stage 2
You Don’t Know What You Don’t Know, but Predictive Analytics Does!
New processes and strategies for implementing predictive analytics in your business
Real world cases and results of Predictive Analytics to shape your strategic roadmap
Current trends of adoption of Predictive Analytics, by industry vertical
A peek at the role of Predictive Analytics and AI in the digital world
August 24 5:20 pm - 6:30 pm
Closing Reception