addressing your business october 20 – 22, 2014 critical ... · utilizing metrics and analytics...

Benchmark with top industry executives:

Addressing your Business Critical Challenges

2014 Summit Highlights:

Optimizing Campaigns and Saving Budgets through Data Driven Decisions

Get in-depth understanding on Programmatic Advertising as a Means to Strengthen Your Brand at Minimal Costs

Understand Customer Behavior Across Devices

Measure Cross-Channel Attribution for Actionable Insight

Understand Which Interactions Bring Incrementally More Customers

Develop Digital Materials and Channels for ROI in the Context of the Consumer Journey

Leverage Analytics to Optimize User Experience and Drive ROI

Effectively Measure Across Different Types of Digital Media and Campaigns for Optimized Campaign

Use Predictive Models and Quantifying Consumer Sentiment

Leverage Consumer, Motivational, and Needs-Based Data to Develop a Contextual Marketing Conversation with the Prospective Customer

Integrate “Digital” and Change the Way You Communicate With Consumers

Derive Useful Insights for Campaigns to Generate Awareness and React with Customers

Make your Data Goals Clear and Focused on Change Efforts

Join a Pre-Summit Focus Day on Programmatic Advertising

Insight on understanding your consumer across the many platforms that they use and reaching them where it matters most

Interactive panels and roundtable discussions on Best Practice on Digital Marketing Measurement and Optimization, Targeting the Consumer in a Segment of 1, and Protecting Privacy

Best practice to measuring cross-channel attribution

Gary Milner Director, Global Digital MarketingLenovo

Dave JacobsMarketing AnalyticsDiscover Financial Services

Dan Marks Chief Marketing Offi cerSears Holdings

Murtaza LukmaniProduct Operations Manager - Google AnalyticsGoogle, Inc

Jonathan Isernhagen Director, Analytics & InsightsWyndham Hotel Group

Duncan HouldsworthFormer Vice President, Marketing InsightsTime Warner Cable

Mark GreenSVP, Global Measurement Science OperationsNielsen

Chris GloedeChief Marketing Offi cer American Bar Association

Nadir Ali Director of E-Commerce AnalyticsWyndham Exchange & Rentals

REGISTER TODAY! www.digitalmarketingmetricssummit.com • [email protected] • 1 800 882 8684

Media Partners:Retail Marketing & Customer Analytics Linked GroupCRM LinkedIn Group

October 20 – 22, 2014 Millennium Knickerbocker Hotel Chicago • Chicago, IL

Bruce SchachneVice President Market DevelopmentStandard & Poor’s Rating Services

Carrie SinclairDigital Marketing DirectorHoneywell

Kenneth KimDirector, Digital StrategyPrudential Financial

Janett HaasVP of Central & Western RegionsForbes Inc.

Sue KwonSr. Director Content/StorytellingSymantec

Robin ZuckerDirector of Social MarketingPlayboy

www.digitalmarketingmetricssummit.com • [email protected] • 1 800 882 86842

Dear Colleagues,

We are excited to bring you IQPC’s Digital Marketing Metrics and Analytics Summit, October 20-22, 2014 in Chicago, IL.

Having suffered terrible losses during the latest recession, it has become imperative to make every dollar count, especially when it comes to Marketing. Utilizing metrics and analytics will enable you, and any marketing team to operate with best practice and deliver Return on Marketing Investment (ROMI). In fact, tools that allow you to aggregate the right data and derive the relevant insight will put you ahead of competition.

Measuring the right data and understanding the consumer to deliver relevant, valuable, and engaging content to drive online activity will change your business, but it is no easy task. Organizations struggle to set the requirements for data warehousing and analytics solutions. Even with the right tools, there is a talent gap, and attributing ROMI to the right channel can be instinctive rather then data-driven.

Great marketers align their objective with business outcomes to improve the organization. They use data-driven decisions to predict outcomes and envision the impact of their work. They think strategically to maximize revenue and create contextual engagement with the customers they serve. And in order to do this, they use solutions that aggregate the right metrics and tools that help them derive accurate insights.

With a special thanks to our speakers faculty, we’ve put together a program covering today’s most pressing challenges in performance management and measurement internationally.

On behalf of the IQPC event team, I look forward to seeing you in Chicago!

Sincerely,

John O’ConnorProgram DirectorIQPC

• Chief Marketing Offi cer

• Marketing VP

• Marketing Directors

• VP Insights and Analytics

• Director of eCommerce

• Director Customer Engagement

• Director of Digital Marketing

• Digital Content

• Customer Relationship Marketing

• Head of Buyer Experience

• Director Brand Strategy

• Director Database

• Innovation Lead

• Measurement and Operations

• Director of Customer Intelligence

• Director Digital Analytics

Marketing IQ is dedicated to providing practical, detailed information through news, conferences, webinars and training courses. By providing accurate, objective and up-to-date developments and trends in various industries, Marketing IQ enables organizations to remain effective and effi cient in their promotional efforts.

Who Should Attend The Digital Marketing Metrics and Analytics Summit?

About the Organizers:

John O’Connor

PS: Don’t miss our Programmatic

Advertising Focus Day!

Optimizing Campaigns and Saving Budgets through Data Driven Decisions

October 20 – 22, 2014 Millennium Knickerbocker Hotel Chicago • Chicago, IL


Pre-Summit Workshop Day Monday, October 20, 2014

Understanding how to fi nd and implement the right vendor solution for programmatic advertising will likely save you up to 50% of your marketing budget, eliminating the administrative processes entirely. The diffi culty comes primarily from identifying and implementing the right solution for your business, especially when you are not sure how much you want to automate and when culture is just not there yet.

As more and more companies shift to digital forms of media, the processes are increasingly automated. Programmatic advertising is revolutionizing the industry and companies are increasingly buying into the power, fl exibility, and savings that it offers. The challenges remain in adaptation to new ways of carrying out business and closing the knowledge gap about the future of advertising.

8:00 Registration and Coffee

8:55 IQPC’s Welcome Remarks

11:30 Lunch

3:00 End of Workshop Day

During this session you will learn to:

• Benchmark your business against others and identify areas of improvement where automation can be implemented

• Install the right solution and utilize the right processes for online advertising: RTB, retargeting, and more…

• Start and stop ad campaigns immediately from market feedback with greater success than previously experienced

9:00 A How-To Approach to Programmatic AdvertisingUncovering the basics of programmatic fl exibility

12:30 Building a Brand With Programmatic Advertising Understand how programmatic is the future of media buying and how it can build brands effi ciently

A

B

Sponsorship Opportunities Available Contact Marc Zamarin, IQPC 1-877-886-0722 or [email protected]

During this session, you will learn to:

• Why programmatic is important for branding and proof that it works

• Why programmatic is the future of buying media.

• Understand a band strategy for achieving programmatic

• See real case studies using video programmatic advertising to drive brand and commerce.

Gary Milner Director, Global Digital MarketingLenovo


8:00 Registration Opens

8:55 IQPC’s Words of Welcome

9:00 Chairperson’s Welcome and Opening Remarks

9:15 Content Monetization Understanding Your Audience Values and Where Opportunities Lie

Content Monetization - Understanding your audience, their fi nancial values, and where your opportunities lie. While strong content drives profi t in a larger sense whether via brand recognition or product loyalty; a smart marketer will also look for ways to profi t directly from their published content and offer purchasable content. From subscriptions to direct purchases to applications; missed opportunities spell out missed profi ts. This session will look at some of the more popular emerging content monetization strategies. In this session you will learn to:

• Understand what fi nancial opportunities your content offers, how to leverage it, and where to apply it to maximize your return.

• Litmus test your content’s inherent value to truly understand what your audience will and won’t pay for

• Drive the balance between paid and free content to generate interest without cannibalizing revenue

• Offer additional value that provides a relative utility in addition to your content (metrics, mobile apps, customized data)

Bruce SchachneVice President Market DevelopmentStandard & Poor’s Rating Services

10:00 How to Integrate “Digital” and Change the Way You Communicate With Consumers

Bringing the analogue company into the digital world and helping the unfamiliar employee

While we would all like to move towards utilizing more data in our decisions, we also know that that a large part of our talent, even top talent, does not quite have the familiarity they need to progress within this technical world. It can be diffi cult and even discomforting for people to change the way they have always done things. The pace of movement towards digital marketing is at times over-whelming.


• Understand the way you spend your marketing budget and realizing what it could do for in the future through optimized digital campaigns

• Identify how your consumer interact with you and how they want to interact with you to invest in preferred channels

• Optimize digital marketing with the overall marketing mix

Duncan HouldsworthFormer Vice President - Marketing InsightsTime Warner Cable

10:45 Networking and Refreshment Break

11:15 Using Data to Enhance Customer Experience and Drive eCommerce by Translating a Person’s Experience to Your Website

Going from lookers to bookers through engagement

As a service provider, you must make it the most enjoyable possible for your customers. If you are able to make sense of what your customer is telling you on social media sites and from numerous feedback points like previous purchases or reviews, then you should be able to develop the best possible website. One that is easy to navigate and suits their needs. Developing the right marketing campaign to facilitate this process can be diffi cult.


• Set your requirements and establish a common data set to have everyone on the same page

• Forecast user behavior based on promotional responses to affect demand and supply by responding to customer’s exact needs

• Create brand recognition through the right promotional activity to optimize channel of distribution with the right media mix

Nadir AliDirector of E-Commerce AnalyticsWyndham Exchange & Rentals

Main Summit Day One Tuesday, October 21, 2014


12:00 Targeting the Consumer in a Segment of 1 and Protecting PrivacyKnowing individual consumer behavior and protecting PII with a double blind match

Withholding personally identifi able information is becoming an evermore risky undertaking. In fact you may be at risk of possible litigation against your company in some cases. There are ways to not only protect yourself, but also create interactive communication with customers through double blind matches.


• Partner with the right companies to process and match information while maintaining consumer privacy

• Maintain a strong privacy policy and eliminate the risk of withholding personally identifi able information

• Connect CRM and data bases to marketing spend for engaged digital communication

Moderator: Mark GreenSVP, Global Measurement Science OperationsNielsen

12:45 Networking Lunch

1:45 Understanding Consumer Behavior Across DevicesGaining insight onto the evolving consumer journey

Since the boom of mobile devices and mobile marketing, it has become increasingly diffi cult to “read” the consumer. In fact the journey may now begin and end multiple times, each time starting from a different point. The trouble lies with identifying which channel is preferred by the prospect and not only maximizing your efforts to reach them there but also the user experience once you have reached them

• Getting the holistic view of your consumer to better understand the big picture of their journey

• Understanding the relationship your consumer has with their device in order to create adapted marketing

• Optimizing mobile interactions and email to enhance the user experience and increase conversion rates

Chris GloedeChief Marketing Offi cer American Bar Association

2:30 Applying Analytics to Campaign StrategyIdentifying lead measures over lag measures for predictive capability and impacting ROI

Applying data to strategy is the surest way of making gains. If you are able to identify the most important metrics and predict where your returns will be, then you are in good shape to make sound decisions on each front of your business.


• Consolidating systems under one dashboard to gain a bird’s eye view

• Bringing data together to engage the customer and enable key business decisions

• Identifying lead measure for the possibility of manipulating metrics to affect ROI

Jonathan IsernhagenDirector, Analytics & InsightsWyndham Hotel Group

3:15 The Math of Text! Sentiments That Drive SalesFinding and using the right data and save up to 80% of your marketing budget

All online retailers gather valuable information from their customers in the form of Product Reviews online. This information is collected using review form on the website and through post purchase survey emails which are sent to the customers. We can leverage this data to improve the product selection process and improve the overall merchandise quality. However majority of the data is in unstructured text format. Which is fundamentally different from quantitative score data. We need to performance advanced text mining to derive these sentimental insights. The following case explains a live example which allows online retailers to harvest this qualitative information.

• Use data to measure what actually works

• Rolling out promotions that hit the “soft spot” to improve margins

• Identify the right solutions to help you set out marketing strategy

Murtaza Lukmani Product Operations Manager - Google AnalyticsGoogle, Inc

4:00 End of Day 1

Day One Continued


8:00 Registration Opens

8:55 IQPC’s Words of Welcome

9:00 Chairperson’s Welcome and Opening Remarks

9:15 An Editorial Calendar Saves the Day: How A Well-Planned Editorial Calendar Can Deliver More Interest

Powerful content goes beyond just creating a good story, video, or blog post. Good content at the wrong time can in many cases be perceived in a way that is wildly different than its intentions at creation. Likewise content that is getting delivered too often or not often enough can either damage a brand’s credibility or drive your audience to be apathetic to your message. This session will help you avoid the pitfalls in your content calendar. In this session you will learn to:

• Understand how real world social and business events can negatively or positively impact your audience’s perception and how to use this to maximize your brand interest

• Create a well-planned content distribution calendar that puts your message out at the right time without appearing cyclical or routine, avoiding consumer apathy and increasing engagement

• Control your audience’s journey through strategic content releases that lead them from one piece of your work to the next

• Manage your production team’s priorities and understanding of your brand’s content schedule infl uences to avoid ill conceived or poorly timed content

Carrie SinclairDigital Marketing DirectorHoneywell

10:00 Understanding and Developing Your Unique Brand Voice Reaching your audience isn’t just about what you’re saying to them but also how you’re

crafting your message. A strong content marketer understands the value of creating a strong style of messaging that stands out from the crowd if they want the attention of the consume body. In this session you will learn to:

• Understand the core principles of what makes a powerful brand voice.

• Shift your focus away from presenting benefi ts and features to communicating a value driven message

• Align your writing resources to all communicate within the same voice rather than pulling your brand in different directions.

• Understand how to commit to what works and how to use trial and error and experimentation to really resonate with your audience

Janett HaasVP of Central & Western RegionsForbes Inc.

10:45 Networking and Refreshment Break

11:15 Aligning Your Content Strategy Across Multiple Consumer and Business Segments Without Sacrifi cing Your Brand’s Style

Within the confi nes of content strategy how a brand speaks to a business and how they speak to consumers are two very different strategic approaches. It also goes without saying there must be some sort of unity in brand voice and style in all mediums. Under these main assumptions how does a brand that offers both business and consumer services communicate its value without sacrifi cing its voice? In this session you will learn to:

• Understand how to communicate your brands inherent value to any commercial segment

• Keep your content strategists fl exible without leading them astray of your central brand voice

• Pick and choose content initiatives that communicate to your market segments individually

• Provide content that will generate interest among any audience

Kenneth KimDirector, Digital StrategyPrudential Financial

12:00 CASE STUDY: Positioning Your Brand as an Authentic Multimedia Outlet Maximizing Your Reach, Credibility, and Perception as a Thought Leader

It goes without saying that positioning your brand as thought leader is tantamount to establishing your credibility and feeding the success of your content and social strategies. Many brands have gone so far as to create proprietary publications; curating essays, publishing and promoting new industry concepts as well as highly produced opinion pieces. Brands that really want to stand out and go the extra mile should heavily evaluate the merits of functioning as a total media outlet not simply publishing new content but also promoting and delivering it across a spectrum of mediums. In this session you will learn to:

• Re-envision your content publishing efforts to imitate the most credible media news outlets; treating your content as you would “beats” and your thought leaders as you would reporters

• Create a global newsroom model that connects your thought leaders to an editorial calendar by aligning business initiatives and retraining marketers

• Focus on creating content with enhanced accessibility by focusing on highlighting relevancy and importance rather than assumed value

Sue KwonSr. Director Content/StorytellingSymantec

Main Summit Day Two Wednesday, October 22, 2014


12:45 Networking Lunch

1:45 Understanding the Pulse of the Consumer Today and Delivering on Your Legacy

A strong brand legacy is a key social and content asset that every major brand should understand and incorporate into their chief strategy however understanding how to use this component is key to using it successfully. Your legacy doesn’t shift and change but the current mindset of the consumer does and with that in mind a strong content marketer must understand how to shift their approach accordingly.

• Understand and interpret your brands legacy and utilize what it offers to your

• content strategy

• rs to your content strategy

• Change the pitch and tone of your legacy content to appeal to changing consumer

• practicalities

• ing consumer practicalities

• Curate your own legacy material to develop viral interest and reengagement

• Develop your brand history as it unfolds to create a loyal consumer family

Robin ZuckerDirector of Social MarketingPlayboy

2:30 PANEL DISCUSSION: Best Practice on Digital Marketing Measurement and Optimization

Understanding how to implement complex attribution and modelling for measurement

There is a huge landscape of available tools out there. Some will aggregate your data and others will help you set out campaigns. The latest will deliver insights derived from evaluation from multiple devices. Finding the right solution and learning how to implement it is not an easy task.


• Identify the best tools available to a digital marketer?

• Understand the strategies and requirements to implementing these tools to have accurate measurements

• Effectively apply your fi ndings for initial test programs

Moderator: Dan MarksChief Marketing Offi cerSears Holdings

3:15 Utilizing Open Source Software for Customer Sentiment Analysis• Use programs such as R and Python, learn how to parse html from various web

sources and convert to text

• Categorize and analyze the sentiment from social media sites such as Twitter, Facebook, and other social media sites.

• -Measure the trend of customer sentiment over time

Dave JacobsManager, Marketing AnalyticsDiscover Financial Services

4:00 End of Day 2

Retail Marketing & Customer Analytics Linked Group

CRM LinkedIn Group

Thanks To Our Media Partners

Day Two Continued


Location & Lodging Information

Sponsorship Still Available!

End Users Register & Pay By August 8, 2014

Register & Pay By August 29, 2014

Register & Pay BySeptember 19, 2014

Standard Pricing

Main Conference $999Save $1000

$1,259Save $740

$1,599Save $400 $1,999

All Access: Main Conference + Workshop Day

$1,699Save $1000

$1,959Save $740

$2,299Save $400 $2,699

Pre Summit Workshop Day $999

Vendor Register & Pay By August 8, 2014

Register & Pay By August 29, 2014

Register & Pay BySeptember 19, 2014

Standard Pricing

Main Conference $2,495Save $500

$2,695Save $300

$2,795Save $200 $2,995

All Access: Main Conference + Workshop Day

$3,595Save $500

$3,795Save $300

$3,895Save $200 $4,095

Pre Summit Workshop Day $1,499

Team Discounts* Save:

Group of 3-4 10% off

Group of 5+ 15% off

*IQPC reserves the right to determine who is considered an End-User or a Vendor upon registration for an event. Those who are determined a vendor will be denied access to End-User pricing. These prices are featured as a limited time only promotion. IQPC reserves the right to increase these prices at its discretion.

Please note multiple discounts cannot be combined.A $99 processing charge will be assessed to all registrations not accompanied by credit card payment at the time of registration.

MAKE CHECKS PAYABLE IN U.S. DOLLARS TO: IQPC

*CT residents or people employed in the state of CT must add 6.35% sales tax.

Team Discounts: For information on team discounts, please contact IQPC Customer Service at 1-800-882-8684. Only one discount may be applied per registrant.

Special Discounts Available: A limited number of discounts are available for the non-profi t sector, government organizations and academia. For more information, please contact customer service at 1-800-882-8684.

*Discounts apply to registrations submitted together, at the same time. Cannot be combined with any other discount

Registration, Pricing and Venue Information

Details for making payment via EFT or wire transfer:JPMorgan Chase - Penton Learning Systems LLC dbaIQPC: 937332641ABA/Routing #: 021000021Reference: 24058.001

Payment Policy: Payment is due in full at the time of registration and includes lunches and refreshment. Your registration will not be confi rmed until payment is received and may be subject to cancellation.

For IQPC’s Cancellation, Postponement and Substitution Policy, please visit www.iqpc.com/cancellation

Special Dietary Needs: If you have a dietary restriction, please contact Customer Service at 1-800-882-8684 to discuss your specifi c needs.

©2014 IQPC. All Rights Reserved. The format, design, content and arrangement of this brochure constitute a trademark of IQPC. Unauthorized reproduction will be actionable under the Lanham Act and common law principles.

Millennium Knickerbocker Hotel Chicago 163 E. Walton Place, Chicago, Illinois, 60611, United States

Website: www.millenniumhotels.com/millenniumchicago/index.html Phone: 312-751-8100

Sponsorship Opportunities Available Contact Marc Zamarin, IQPC 1-877-886-0722 or [email protected]

www.digitalmarketingmetricssummit.com

1-800-882-8684

[email protected]

Easy Ways To Register5

212-973-1042

IQPC535 Fifth Avenue, 8th FloorNY, NY 100017

addressing your business october 20 – 22, 2014 critical ... · utilizing metrics and analytics...

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