The New Rules of Marketing Technology & Operations
Presented by Scott Brinker, VP of Platform Ecosystem at Hubspot
Marketing technology and operations have been accepted as a critical function for executing successful marketing programs and delivering remarkable customer experience. In this session, Scott will distill “The New Rules of Marketing Technology & Operations,” embraced by best-in-class marketing teams for (1) centralization, (2) automation, (3) decentralization, (4) humanization, and (5) continuous change. These might sound paradoxical, but that’s where the magic of modern marketing operations happens.
Join Scott and 20+ more experts as they share their digital best practices
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2020 PRESENTATIONS
How to Lead a Data-Driven Digital Transformation
Ray Wang | Constellation Research
With 52% of the Fortune 500 merged, acquired, bankrupted, or fallen off the list since 2000, and over 89% since the Fortune 500’s inception, it’s clear that digital disruption is real. Organizations pursue strategies to not only survive disruption but also thrive in this new post-digital world. One of the key strategies is data-driven digital transformation. Data is the foundation with which organizations can craft new data-driven business models. Applied insights help create new products, identify potential supply chain opportunities, craft new dynamic pricing models, and improve customer experience. Join best-selling Harvard Business Press author and Constellation Research CEO R “Ray” Wang as you gain insights into how to disrupt digital businesses and drive a data-driven transformational approach.
The New Rules of Marketing Technology & Operations
Scott Brinker | Hubspot
Marketing technology and operations have been accepted as a critical function for executing successful marketing programs and delivering remarkable customer experience. In this session, Scott will distill “The New Rules of Marketing Technology & Operations,” embraced by best-in-class marketing teams for (1) centralization, (2) automation, (3) decentralization, (4) humanization, and (5) continuous change. These might sound paradoxical, but that’s where the magic of modern marketing operations happens.
Keys to Implement Data Governance Across a Complex Ecosystem
Amber Zaharchuk | Disney
Managing data quality is becoming increasingly challenging as our businesses become more complicated than ever. We will discuss how critical people and processes are in growing our data governance efforts into a trusted practice that can thrive across a complex business ecosystem.
How to Define, Implement, and Enforce an Enterprise Wide Taxonomy
Melinda Geist | Intel
Many companies struggle to establish, unify, and govern a strategic information model across the enterprise due to the challenges of a fragmented marketing ecosystem. Learn how Intel implemented a standard enterprise data taxonomy across content and campaigns. Hear how the team obtained executive buy-in, built organizational alignment, and implemented an automated governance model that reduces friction while ensuring more consistent data across systems and teams.
Digital Analytics: the Data Lake of Your Anonymous Audience
Enrique Gonzales | AAAS
Stakeholders too often view digital analytics as building one-off reports around specific site sections or actions. However, the data collected for those basic reports can serve as the underlying variables for critical analyses that serve much larger business goals. In this session, you will learn some talking points to create alignment among marketers, analytics, and developers to build a common data set for grander analysis.
Creating a Strategic Analytics Organization
Jackie Distasi | Wyndham
The most valuable asset to an analytics team is their focus. Learn the strategies that have helped Wyndham transition away from data quality management and reporting to strategic business guidance. From strategic alignment to data governance and technology, hear the steps that help your organization become true leaders to your organization.
Getting Customer Loyalty Right From an Analytics Point of View
Sid Shah | Conde Nast
How do you ensure your analytics are suited to appropriately inform your marketing efforts and drive engagement? Hear the key metrics, approaches, and steps needed to ensure your program is driving the customer results that matter.
How to Create a Measurement Plan Built on a Sound Foundation for Cross-team Success
Katinya Lilly | UHG
How many times has leadership asked you to provide actionable insights on a new release, only to realize that a measurement plan was not established or approved by all of the parties involved? Here are my tips on creating a foundational measurement plan that will suffice for the leadership team and all cross-team members.
Next Gen BI: Translating Business Needs into Visualization At Speed
Jose Maldonado | Verizon
Change in BI is everywhere. New tools are emerging with new capabilities. Businesses are trying to get more out of their data by getting everyone involved. How are these trends helping non-analysts leverage data, and what are the pros & cons for the traditional analyst and BI developers?
Is Multi-Touch Attribution Overrated?
Sarah DeAtley | Microsoft
Multi-touch attribution is often framed as marketing analytics best practice. But it is becoming increasingly difficult to connect data across your entire marketing portfolio because of privacy concerns. We will discuss how attribution can still be actionable in today’s marketing landscape and when it makes sense to try multi-touch attribution.
Understanding Digital Analytics Data Enrichment
Adam Greco | Search Discovery
Leading brands are pursuing systematic data enrichment to standardize and incorporate metadata across the enterprise, leading to more effective campaigns, better content, and better customer experiences. Hear the strategies that allow you to transform your analytics while avoiding the manual data manipulation that everyone wants to avoid.
An Introduction to Internet of Things (IoT) Analytics
Gary Angel | Digital Mortar
IoT is exploding. Ten billion devices, nearly a trillion dollars in deployment spend and still growing at an insane rate. Internet of Things is all about analytics, making it the hottest application area for new analytic practice. Of course, IoT analytics isn’t just one thing. Analytics for edge-based video is quite a different beast than analytics for heat sensors inside an engine. However, there are common characteristics. In this session, we’ll cover the commonalities, quirks, and challenges of IoT analytics applications. The session will include a short introduction to IoT device data collection, an overview of some of the most common kinds of IoT generated data, and a deeper dive into using machine learning techniques at multiple stages of the analytic process. You’ll get a taste of how IoT analytics works, some of the key failure points, and a sampling of analytic techniques for dealing with massive amounts of machine-generated real-world data.
6 Rules to Keep AI from Taking Your Job
Jim Sterne | Target Marketing
The robots are coming, and they’re getting smarter. Jim Sterne, Godfather of Digital Analytics and professional explainer, outlines what you must do to keep your job in a world filled with machine learning, a martech stack from here to the moon, and a step-change that’s going to turn marketing on its head. The next steps are up to you.
Funding the Future with Common Sense: The Digital Strategies That You Should be Implementing Now
Corby Fine | CIBC
The promise of AI and advanced digital strategies is bright, but getting there requires building success with available capabilities. Learn the use cases, quick wins, and strategies that can help you build trust with business leadership and the rationale for greater investment.
Keys to Integrate Marketing Disciplines and Technology Across the Customer Experience
Thomas Pening | John Hancock Investment Management
Navigating the growing marketing technology ecosystem is only becoming more complex. And yet, having a successful, integrated strategy determines your ability to drive effective personalization at scale and unify marketing disciplines across the customer journey. Hear the keys to select the technology that best fits your organization and business needs and how leading brands are approaching their marketing tech stack.
Learn How to Create Vibrant Data Stories that Can’t Be Argued
Meredith Walter | Stanley Black & Decker
Using data from other readily available internal sources can help you paint a bigger and brighter picture with your marketing analytics data story. Find out which cross-functional teams and data sources bring the brightest color to the palette. Attendees will walk away from this session with a data triangulation action plan along with a renewed sense of data storytelling excitement!
How To Run An Enterprise Analytics Team With Less
Sharon Flynn | BMO
Hear the strategies that allowed a seven-person team to monitor over 500 KPIs, monitor over 1000 dashboards, and yet still maintain an NPS score of 45 across the team. Leave with keys to reduce ad-hoc work, align business leaders on a scalable system, and understand how to build scalability into team processes.
Adobe Launch Implementation – Keys to Success & Informal Leadership
Dawn Stitzlein | Vanguard
Hear the practical strategies to a successful Adobe Launch Implementation and how to drive influence through informal leadership. Dawn shares typical roadblocks, steps to build key partnerships, and the keys to generating influence within the organization.
The Limitations of ETL: How to Unify Teams, Systems, and Data Around a Common Data Model
Chris Comstock | Claravine
On average, only 3% of enterprise data meets basic data quality standards. Learn how leading organizations are unifying systems and teams on a consistent data model. Hear the steps to implement people, processes, and tools on a common governance framework that helps your organization spend less time on manual data activities and more time on decisions and experiences.
Customer Journey Analytics: Steps to Mastering Next-Gen Techniques
Brian Collery | Adobe
Businesses are ever striving to deliver compelling experiences across engagement points in the moments that matter to their customers. Linking journey behaviors to KPIs helps businesses better understand indicators of customer acquisition, churn, transactions, and long-term retention. By understanding the most important cross-channel customer behaviors driving sales or other conversion events such as account registrations, businesses can now begin predicting and building experiences that are more likely to convert. The challenge is to connect vast amounts of multi-channel data, remove friction and irrelevancy from the customer conversion process, and deliver compelling experiences in the moments that matter. This session will discuss the value of customer journey analytics, its challenges, and the next-generation techniques to analyze the customer journey with context and how to make these valuable insights available to the experience makers that can lead the business to the next level.
How to Create and Sustain an Analytics Transformation Amidst the Marketing Technology Sprawl
Peter Cullinan | Change Healthcare
Is your organization’s data-based decision making prowess scaling as rapidly your Martech investment? Marketing leaders bemoan their investment in additional technology because it all too often hinders their organizations from gaining the additional insights, actions, and traction they’re after. In this session, Peter Cullinan will show you how to build a smarter, people-first analytics COE that continually fosters intelligent decision-making despite a sprawling Martech stack.
The Executable Data Strategy: Using Data with Purpose
John Lovett | Search Discovery
Learn what it takes to design and maintain a modern data strategy that delivers. John Lovett, Senior Director of Data Strategy at Search Discovery, shares his insights and experience on sustainable data strategies across the enterprise as he walks you through understanding your data, architecting a solution, and activating your data.
Improving data quality across your marketing systems
Gary Carlson | Factor
Marketing analytics in large enterprises depend on consistent and high quality data within and across marketing systems. Building an information infrastructure that promotes data quality during data collection, storage, integrations, and reporting is an essential foundation for generating marketing insights. Both strategic and tactical approaches to building this foundation will be covered in this presentation.
Focusing On The KPIs That Matter
Matt Coen | Deloitte
Identifying the “right” metrics and KPIs is simple but it isn’t easy. Using two basic questions and avoiding a few common pitfalls will allow you to increase the value your reporting and analytics provide, while simplifying your analytics implementations.
Mastering Adobe Classifications: Connecting Campaigns to Conversion
Laura Reed | Blend360
Campaign analysis is hard work! Many times, marketers can attribute conversions to campaigns, but a “black box” remains regarding the drivers behind the action (or inaction) taken by site visitors. Other times, the implementation of campaign variables is not optimized. This impacts data accuracy and completeness, and ultimately, trust in the campaign data. Join me to learn how the use of classifications can help tie campaigns to conversions, while not missing the actions in between.