Download Marketing for Unrivaled Customer Experience

The Incite Summit : West
May 13-14 : San Francisco
Marketing for
Unrivaled Customer
Experience
Debate marketing innovation with Chief Marketing Officers
Build unique customer
experiences
MEET AND LEARN FROM CMOs
Use new customer insights and enhanced personalization
to deliver unrivalled customer experiences for
competitive advantage
Tell engaging brand stories
Old Navy
Ivan
Wicksteed
University
of Phoenix
Arra Yerganian
KidZania
Cammie
Dunaway
SAP
Jonathan
Becher
Produce relevant, engaging content to drive deeper
engagement – and sales
Chief Marketing
Officer
Chief Marketing
Officer
US President and
Global CMO
Chief Marketing
Officer
Yahoo!
Bob
Stohrer
WELLS FARGO
Michael
Lacorazza
Align
Technology
John Graham
Cheezburger
Ben Huh
Senior Vice-President
of Brand Creative
Senior Vice-President,
Brand and Advertising
Chief Marketing
Officer
Reach customers when
they’re listening
How to prioritize and use the plethora of new channels
to reach customers in the right place, at the right time
Agile marketing
Chief Executive
Officer
Get business data where it needs to be.
Get actionable insights. Fast.
MEET AND WORK WITH MAJOR BRANDS
SILVER SPONSORS
Co-SponsorS
incitemc.com/west
#incitesummit
WELCOME TO INCITE
Debate the future of
marketing with the biggest
brands in the world
Welcome to the second Incite Summit
- this time held in San Francisco, following
a tremendously successful New York event.
89% of marketers say their department is
facing significant pressure to evolve. The
rules of the game are changing. Consumers
have more power than ever, leaving you
with less. It’s essential to not only deliver
messages of real value and relevance, but
to do so over an ever-changing roster of
channels and platforms. The rise of content
means you’ve got to convert your brand
into a publisher. And new technologies and
expectations mean you need to do your job
at a pace we’ve never seen before.
But alongside these challenges come
real opportunities.
Big data and social data allow you to get
closer to your customer than ever before.
That plethora of new channels give you far
more tools to engage your customers when
they want, and where they want. Never
before have you had the abilitiy to deliver
marketing of this relevance, of this precision,
and of this value.
The marketer that wields these tools
proficiently will be more successful than
they’ve ever been.
The Incite Summit is
designed to help you do just that.
Here’s how we’ll help you:
We ask the toughest questions on marketing.
Yours
The Incite Summit isn’t like other conferences. Why?
1We bring together the sharpest minds from the biggest brands:
The best people to answer corporate marketing questions? Corporate marketers.
Not consultancies or agencies.
At the Incite Summit, you learn from the people people in the trenches. The people
getting real results in real businesses. At the Incite Summit, they’re your guide into the
future of marketing.
2The agenda is forward-looking, collaborative, and yours: Most
conferences are based on shallow research. They’re run by companies trying to sell
you something.
The Incite Summit is completely independent.
More than that, we give you the controls. Thousands of your corporate peers have
submitted feedback on our agenda, and will continue to do so right up to the day of
the conference. You can do so, too – at www.incitemc.com/west/collaborate
That means not only is our agenda of unrivaled relevance for the brand marketing
community, but it stays on the cutting edge - right up to May 13. For the full agenda,
featuring insight on customer-centricity, big data, unique customer experiences and
more - go to page 5.
3No death by powerpoint: We believe that a conference should be a gathering
of like-minded senior executives, coming together to overcome tough challenges and
map out the future of their industry.
So we don’t force 90% of those executives to sit and mutely listen to vague, irrelevant,
and self-aggrandising powerpoint presentations.
Every one of our sessions is a discussion, where senior marketing execs are asked
tough questions by their peers.
Where do those questions come from? You. You get to submit, vote on, and then ask
the core questions you need answering.
You’ll leave the Incite Summit with genuine insights, based on the real-life experiences of
industry peers, as well as a contact book packed with executives who will help you in the
year ahead.
Reserve your place at the Incite Summit at www.incitemc.com/west - and ensure you give
yourself the tools and experiences to flourish in 2013.
We look forward to welcoming you to San Francisco on May 13–14!
Collaborate in defining our sessions,
go to www.incitemc.com/west
Join the conversation:
@InciteMC
facebook.com/InciteMC
www.incitemc.com/west
Nick Johnson
Founder and CEO
[email protected]
@gnjohnson
Kate Frasca
Community Engagement
Director
[email protected]
@incitemc
Kristen Sickler
Business Development
Director
[email protected]
@kcsickler
PS: SAVE $100 – collaborate to build a better conference
at www.incitemc.com/west/collaborate
THE INCITE COMMUNITY
Don’t just take our word for it
Here’s what our Incite Summit :East attendees had to say:
Like
being a fly
An excellent
way
on
in the
to the
gainwall
actionable
most
noteworthy
insights
boardrooms
in the
YUM! Brands
world. Wonderful.
Digital Analyst, Citi
Awesome.
An excellent way
Tons
of interesting
to gain
actionable
conversations.
insights
Pages
of notes.
YUM! Brands
Marketing Specialist, 1to1Media
The
best
An excellent
conference
way to gainI
attended
all
actionable
year.
insights
Marketing
Manager,
YUM! Brands
Apperson
The corporate leaders you’ll learn from:
Ivan Wicksteed
Chief Marketing Officer
Old Navy
John Graham
Chief Marketing Officer
Align Technology
Arra Yerganian
Chief Marketing Officer
University of Phoenix
Jonathan Becher
Chief Marketing Officer
SAP
John Dragoon
Chief Marketing Officer
Houghton Mifflin Harcourt
Cammie Dunaway
US President and
Global CMO
KidZania
Ben Huh
CEO and Founder
The Cheezburger Network
Bob Stohrer
Senior Vice-President
of Brand Creative
Yahoo!
Heather Hopkins Freeland
Head of Marketing
Communications
Facebook
Adam Weinroth
Chief Marketing Officer
OneSpot
Doug Milliken
Vice-President,
Global Brand Development
The Clorox Company
Jonathan Anastas
Global Head of Digital
Activision
Michael Fox
Vice-President of Brand
Management and Innovation
Safeway
Michael Lacorazza
Senior Vice President,
Brand and Advertising
Wells Fargo
Mac Tillman
Vice-President, Marketing
Del Monte
Greg Bailey
Vice-President, Marketing
Pacific Life
Jeff Greenler
Vice-President, Global Brand
Marketing
Monster
Daryl Evans
Vice-President, Consumer
Advertising and Marketing
AT&T
Kumar Mehta
Chief Executive Officer
BlueOcean Market
Intelligence
Rob Wait
Vice-President, Marketing
Hewlett Packard
Adriana Llames Kogelis
Division Vice-President,
Digital Media Marketing
Sears Holding Corporation
Alan Elias
Senior Vice-President,
Communications
Wells Fargo
Heather Oldani
Head of US Communications
McDonald’s
Eric Rasmussen
Vice-President,
Customer Insights
GroupOn
Julie Ask
Vice-President, eBusiness
and Channel Strategy
Forrester Research
Carol Kurimsky
Vice-President,
Corporate Marketing
Sandisk
Lewis Goldman
VP, Product Development,
US Direct
MetLife
Dr M.A. Greenstein
Founder,
Chief Innovation Officer
InventioBrains
Edwin Lee
Vice-President,
Client Expansion
MediaMath
...and many more!
For the most up to date speaker list visit
incitemc.com/west
SCHEDULE AT A GLANCE
Your 2014 priorities.
Covered in detail.
Get closer
to your
customer
93% of marketers say
they need to get more
closely aligned to their
customers in 2014,
and 95% say customer
feedback and insight
should drive business
strategy.
Chief Marketing Officers
and VPs from companies
like Old Navy, Del Monte,
Yahoo, and Wells Fargo
will show you exactly how
to flourish here, in 8 hours
of focused workshops
and debates.
Responsive
multichannel
campaigns
91% of marketers say it
is important to integrate
many channels to deliver
a comprehensive,
pervasive marketing
campaign.
Core foci at the Incite
Summit are assessing
which channels you
should use; ensuring
channels work seamlessly
together; and using realtime insights to be more
responsive. Speakers
from McDonald’s, AT&T,
Forrester and Sears
will weigh in.
Leverage
data for
better
marketing
Tell
engaging
stories
In a new world where
every brand must work
even harder to grab the
attention of customers,
a strong content
strategy is critical
for success.
We bring together
VPs and CMOs from
companies like Wells
Fargo, Houghton Mifflin
Harcourt, and Monster to
give you advice on how
to do this well - and also
bring in Ben Huh, CEO of
the Cheezburger Network
(of ‘LOLCats’ fame) for an
outside view on branded
content success.
Turn the page, or see the most up to date version at
www.incitemc.com/west
Big data can be a
blessing or a curse.
Sure, you can now find
out more about your
customers than ever. But
with the sheer volume
of data you can access,
it’s a huge challenge to
determine what data is
relevant and useful to
you, and build systems
to ensure the right data
goes to the right people.
Nora Denzel headed up
Intuit’s big data team, and
is now a non-executive
director at Coinstar and
Ericsson, amongst others.
She, along with Bob
Scaglione, former CMO at
Sharp, and Mac Tillman,
VP of Marketing at Del
Monte, will help you you
find the signal in the noise.
YOUR CONFERENCE
day one
www.incitemc.com/west
@InciteMC
facebook.com/InciteMC
CMO KEYNOTES
Customer-centricity in action: use proximity to your
customer to deliver more effective marketing
Get closer to your customer and give them relevancy and value in exchange for loyalty and advocacy
Marketing executives say that ‘customer centricity’ will have the biggest impact on their role this year. Yet 92%
say there is work to do to get closer to their customers. In this session, we’ll look at how large brands have
leveraged customer-centric strategies to improve marketing performance.
• How much power does the customer now have - and how has this shift in power impacted on the marketer’s role?
• How to move from product-centric to customer-centric business processes and marketing strategy
• Use customer insight for better decision making, and more efficient use of resources
John Graham
Jonathan Becher
Chief Marketing Officer
Chief Marketing Officer
Align Technologies
SAP
Bob Stohrer
Senior Vice-President of Brand Creative
Yahoo!
Turn your brand into a publishing powerhouse
Producing engaging, relevant content to drive deeper engagement
Perhaps the major new focus for the marketer in 2014 is content. Brands are increasingly expected to become
publishers. The challenges inherent in delivering relevant, valuable content to customers and potential customers
are significant - but essential to overcome.
• Finding sources of content: What is suitable content for your brand, and how do you go about generating it?
• Use deeper understanding to deliver content more relevant to your customer - leading to more trust, loyalty and engagement
• Choosing the right media: Infographic, video, photo gallery, story. Build an effective multimedia presence - on a budget.
Ben Huh
Jeff Greenler
Founder and CEO
Vice-President, Global Brand Marketing
Alan Elias
Jonathan Anastas
Adam Weinroth
Senior Vice-President, Communications,
Global Head of Digital
Chief Marketing Officer
Cheezburger Network
Wells Fargo
Monster
Activision
OneSpot
The evolving role of the Chief Marketing Officer:
One-on-one with Ivan Wicksteed of Old Navy
Ivan Wicksteed has been Chief Marketing Officer at Old Navy since April of 2013, and was previously Chief Marketing
Officer at Cole Haan for two years. In both positions, Ivan built up a reputation for an innovative, multi-channel
approach to marketing. In this interview, he’ll share his views on how he sees the CMO role evolving. We’ll cover:
• D
riving customer-centricity internally: Marshalling multiple data sources, and building internal bridges, to deliver
unique, relevant and engaging customer experiences
• D
elivering multi-channel outreach: How to not only assess which channels are sensible for a brand, but how
to ensure they work in concert for a pervasive and effective strategy
• W
ho owns creative?: Reflecting a trend towards in-house creative, an examination as to the evolving relationship
with agencies and a discussion on how creative control of brand should be managed moving forward
Ivan Wicksteed
Chief Marketing Officer
Old Navy
YOUR CONFERENCE
@InciteMC
day one
www.incitemc.com/west
facebook.com/InciteMC
PANEL DISCUSSIONS
Big data driven creativity: an oxymoron?
Beyond measurement: use what you learn to drive better marketing campaigns
It’s the biggest business disruptor since social media, and yet only 45% of brands are confident they’re using big
data effectively. In this session, we’ll discuss how you can leverage its power to deliver more effective marketing.
We’ll look at:
• H
ow to collate structured and unstructured data from multiple touchpoints to deliver a more agile, informed
and effective marketing strategy
• Dealing with data overload: How to sift through the mass of data to find the important takeaways for your business
• D
ata diminishing creativity: Avoid removing all intuition and creative thought from marketing through
an overweening reliance on the numbers
Michael Fox
Kumar Mehta
Vice-President of Brand Management
and Innovation, Consumer Brands, Safeway
Chief Executive Officer
BlueOcean Market Intelligence
Build a ‘high-def’ picture of your customer
Granular customer understanding to ensure every message is relevant
95% of marketers say that customer feedback and insight must drive business strategy. Here, we’ll look in detail
at how some large brands have done just that - and used detailed insight to deliver an exceptional experience
to their customers.
• D
ata sources: Detail on the essential touchpoints, metrics and sources of data you can use to inform a more
detailed picture of your customers
• Internal processes to build a complete picture: How to build processes and systems to efficiently collate data
from multiple sources to create a unified, evolving picture of customers
• H
ow leading companies integrate customer and prospect feedback from multiple touchpoints into a single,
actionable view
Mac Tillman
Doctor M. A. Greenstein
Vice-President of Marketing
& Creative Services, Del Monte
Founder and
Chief Innovation Officer
InventioBrains
Learn fast, act fast
Real-time insight for quick decision making and responsive marketing
Speed is everything nowadays. The pace of change in marketing channels, the speed of response expected
by your customers. The pressure to act on real-time marketing insights. Firms that don’t run fast enough are
going to fall behind and ultimately perish. In this session we’ll discuss how you can avoid that fate:
• Make your internal organisation nimble enough to deal with the pace of change in marketing channel options
• Systems for real time insight: Implement new processes to ensure the right insight gets to the right area of the business - fast
• How to execute on a real-time marketing programme in the face of the increasing complexity of the marketing role
Daryl Evans
Eric Rasmussen
Vice-President, Consumer Advertising &
Marketing, AT&T
VP, Customer Insights
GroupOn
Heather Hopkins Freeland
Head of Marketing
Communications
Facebook
YOUR CONFERENCE
day two
www.incitemc.com/west
@InciteMC
facebook.com/InciteMC
CMO KEYNOTES
Build truly unique & engaging customer
experiences
Move from insight to action – and create personalised customer experiences
In this new world, a failure to deliver exceptional, personalised and valuable experiences to customers means they
will abandon you. It’s why 9/10 CEOs say they’re strengthening their customer and client engagement programs
(according to PwC). In this session, we’ll debate strategies to use differentiated customer experience to achieve
sustainable growth:
• A
gility: Large brands can match smaller, more agile and nimble competitors through an efficient transition of
insight into action. Find out how:
• C
onsumers are more than just their data. Learn how to address their needs in an as personalized, localized
and timely manner as possible.
• How to work across departments to deliver a truly engaging end-to-end customer experience
Arra Yerganian
Cammie Dunaway
Chief Marketing Officer,
Global Chief Marketing Officer and US
President KidZania
University of Phoenix
Shift from campaigns to engaging stories
Telling stories is more engaging than traditional campaigns. Shift your focus.
In an age where the marketer’s power to influence is is diminishing, and increasingly to be replaced by
peer reviews and feedback, it’s essential to tell stories. Why? Because with storytelling, a brand can raise
awareness and trust in products, campaigns, and whole companies.
• What makes a good story? The essentials of storytelling - from brands who have told stories well
• How to embed your story across the entire organisation: Get everyone to buy in - from the board to the front desk
• A
uthenticity and humanizing the brand: Don’t stop at the story - give your brand a human face to go with
your engaging story
• Tracking the impact of storytelling: Convincing the board regardless of difficulties of finding ROI
John Dragoon
Michael Lacorazza
Chief Marketing Officer
Senior Vice-President, Brand and
Advertising, Wells Fargo
Houghton Mifflin Harcourt
In-depth agenda available at
www.incitemc.com/west
YOUR CONFERENCE
day two
www.incitemc.com/west
@InciteMC
facebook.com/InciteMC
PANEL DISCUSSIONS
Collaborate better. Present a seamless
experience to your customers
Investigating new relationships and responsibilities between Marketing, Communications, IT,
HR and Customer Services to drive better customer experience
94% of marketers say that it’s important for multiple departments to work better together to deliver an enhanced, unified customer
experience. In this session, you’ll get insight from brands who have ensured this collaborative, integrated approach works.
• B
uild process to allow multiple teams and departments to work better together to deliver a more agile, responsive
and comprehensive marketing strategy
• Ensure a consistent management of customer experience over multiple touchpoints
• Ensure any collaboration is linked tightly to business outcomes to incentivize team members and drive internal efficiency
• Overcome issues around integration, time and resource scarcity, lack of trust and transparency, and a weak
management mandate to push forward with collaboration
Rob Wait
Greg Bailey
Vice-President, Marketing
Vice-President of Marketing
HP
Pacific Life
Doug Milliken
Vice-President of
Global Brand Development
The Clorox Company
Use multi-channel marketing to cut through
to the customer
How to prioritize and use the plethora of new channels to achieve your marketing goals
91% of brand marketers say it’s essential to integrated multiple channels to drive effective marketing messages.
There are more avenues than ever to spread your message and each channel needs a unique voice. However, the
underlying message and value that you are offering as a brand, be it to consumers or businesses, needs to be
unified and holistic. It’s a huge challenge, and we’ll give you detail on how to overcome it. We’ll cover:
• Prioritisation: Most companies don’t have the resources to play in all possible channels - so we’ll discuss how to
decide which channels work best for you (and how to avoid the inevitable hype around the newest social platforms)
• Pace of change: Make sure your marketing department is equipped with processes to rapidly assimilate new
platforms and channels into the marketing mix at a rapid pace
• Harmony: Using multiple channels doesn’t necessarily equal true integration. Avoid confused and inconsistent
messaging by ensuring each channel works in harmony to to reinforce, not confuse, your message
Heather Oldani
Head of US Communications
McDonald’s
Julie Ask
Carol Kurimsky
Vice-President &
Principal Analyst, on
eBusiness & Channel Strategy
Vice-President of Corporate
Marketing
Forrester Research Fargo
SanDisk
Define and improve your impact on the bottom line
How new data sources help you prove your worth in the boardroom
Only 37% of brands say they’re confident they’re accurately measuring the impact of their marketing activity, and
62% say that their current measurement system does not offer sufficient insight to inform future business strategy.
In this session, we’ll look at the tough challenges around measurement and impact assessment for marketers.
• Calculate the ‘health’ of your marketing program: Get better at monitoring, understanding, and reporting
on bottom line impact
• Determine which channels and campaigns deliver ROI - and which are a waste of money
• Translate complicated new metrics and measurements into engaging insight the board can buy into
Adriana Llames Kogelis
Lewis Goldman
Division Vice-President, Digital Media
Marketing, Sears Holdings
Vice-President, Product Development, US Direct
MetLife
What You Get
www.incitemc.com/west
@InciteMC
facebook.com/InciteMC
The Incite Summit is a
collaborative project.
Every session, every
discussion, and every
question we ask comes
directly from your
corporate peers.
The event evolves
over time through your
feedback to become
more relevant, and to
keep pace with a rapidly
changing space.
COLLABORATE to build a better summit
We’re not selling you a conference. We’re building what you need.
And by helping us, you can save $250 on your pass
We’re not like other conferences. We’re not trying to get you to buy into our ideas.
We simply build what the corporate community tells us. Incite West Coast will evolve right
up to May 13 2014. Head to www.incitemc.com/west/collaborate to find out more, and:
• Ask the questions you need answered
• Request an executive you want to hear from
• Vote on our sessions and help us evolve our agenda
Join the conversation on Twitter
#incitesummit
What You Get
An exclusive gathering of senior brand
marketing executives
There is no other conference where you can network with this level of brand marketers
C-SUITE
Senior
experts
VICE-PRESIDENTS
DIRECTORS
MANAGERS
huge
brands
BRANDS
AGENCIES
OTHER
OTHERS
Look at all the brands that joined us in NYC!
REGISTER YOUR PLACE NOW
Premium Pass
Includes one-year access to
Incite Resource Hub, with
full video recordings of every
conference and seminar run
by InciteMC
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$1895
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EMAIL
[email protected]
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Collaborate at:
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/west /collaborate
ONLINE
www.incitemc.com/west
The Incite Summit : West
May 13-14 : San Francisco
Marketing for
Unrivaled Customer
Experience
Debate marketing innovation with Chief Marketing Officers
5 Reasons you can’t afford
to miss The Incite Summit:West
1
MEET AND LEARN FROM:
Meet
and Work With 8 Chief Marketing
Officers: There is simply no other event where you
get this much access to this many senior executives.
2
An agenda focused on you: More strategic
insight, best practice and high-level debate than
weeks of market research, and months of consultancy
fees. 96% of past attendees got insights they applied
back at the office.
3
Insight from industry-leading speakers: 30+
corporate experts have been hand-picked to share their
experience and insight with you. Learn from the biggest
brands in the USA - McDonald’s, AT&T, Wells Fargo, HP,
AMD, Xerox, Monster, Del Monte and many more!
4
5
Build useful new relationships: In our unique
interactive environment, you’ll meet the elite of your
industry and come away with a contact book brimming
with contacts you can leverage back in the office
Debate, interact and learn: We believe the best
way to learn is to do. The Incite Summit is not a series of
presentations - but a collection of robust, cutting edge
debates. Not only do you get to choose the questions
we cover, but you have a seat at the debating table on
the day. Join us and map the future of marketing with
your peers.
incitemc.com/west
Old Navy
Ivan
Wicksteed
Align
Technology
John Graham
KidZania
Cammie
Dunaway
Chief Marketing
Officer
Chief Marketing
Officer
US President and
Global CMO
SAP
Jonathan
Becher
University
of Phoenix
Arra Yerganian
WELLS FARGO
Michael
Lacorazza
Chief Marketing
Officer
Chief Marketing
Officer
Senior Vice-President,
Brand and Advertising
And senior executives from:
and many more!
#incitesummit