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Wednesday | March 6

10:45 AM – 11:20 AM
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Connecting with Consumers: Understanding Their Needs and Humanizing the Process

Room: Grand Ballroom BC
This on-demand world has caused consumers to demand respect of their time. Want to talk to them on your time? Too bad. Businesses must adapt and connect with people on their terms, not vice versa. Every lead is a person, and every person has their own preferred method and manner of contact. Humanizing your lead process is key to understanding your customer’s behavior and decision-making process. Tuning into each person’s preferences will build rapport very early on in the sales process, and in turn, get the outcome you want, but in the method and at the time that the person wants.
 
Key Takeaways:
  • Discover the keys to consumer choice when reaching and engaging new customers
  • Learn about outside influences that affect consumer responses
  • Gain an introduction to basic conversational marketing strategies
  • Understand the art and science of adjusting to individual contact preferences and conversational tones (including A/B split testing strategies)
Presented By:
11:30 AM – 12:05 PM
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Is Data Killing Creativity? No, And Here's Why

Room: Grand Ballroom BC
With so much of modern marketing focused on optimization, personalization and data-driven decision making, many marketers find themselves asking: “Is data killing creativity?” Meanwhile, agencies seem to have divided into camps: those that are data-driven and those that are creatively-driven. In this session, attendees will learn to see through both lenses at once from an agency and client relationship where creativity and data co-exist harmoniously, yielding big results and an improved customer experience.

Key Takeaways:
  • Discover how to quantify the impact of creativity
  • Learn how to be data-inspired
  • Understand how to use data to optimize creative and how to use data to better personalize creative
  • Find out how to get creative teams excited about data – seeing it as an enabler, rather than as a detractor from the creative and sell-in process
Presented By:
  • Ben Grossman, Senior VP, Group Strategy Director, Jack Morton Worldwide (IPG)
  • Molly Miller, Campaign and Demand Generation Manager, Eaton
1:00 PM – 1:35 PM
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The Future of Data for People-Based Marketing: A Return to the Golden Rule

Room: Grand Ballroom BC
Data protection and privacy regulations were thought to bring a slow demise of the use of data. Many feared that escalating privacy concerns would lead to a massive push-back in data-driven marketing. While Facebook and Google are two big examples of how data privacy concerns can tarnish the entire marketing space, the reality is that the highest performing data practitioners are stronger than ever. These practitioners share a common trait: They recognize that the consumer has the power to make smart decisions choosing to engage with companies when and how they want. They also recognize different shopping needs require different marketing approaches (think impulse buys versus major-life purchases). The only way for companies to meet this demand is to fuel these engagements with robust data. So what’s next for the industry? These industry leaders see a return to the basics, living by the “golden rule of data” (treat consumer data like you would want your own data treated - for positive purposes and uses). We’re entering an era where brands recognize the criticality of positive consumer experience and will utilize data properly, in order to communicate more effectively and when the consumer desires. The result is increased trust, personalization, and engagement that will carry us into the next generation of marketing.
 
Key Takeaways:
  • Discuss the state of privacy regulations and the impact on marketing strategies
  • Identify ways Data-as-a-Service organizations can restore trust and transparency
  • Describe ways brands can assure consumers about the use—and misuse—of data
  • Discuss what’s next for data
Presented By: