Agenda

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Session overview

Today’s marketers are being asked to do more with less and engage with customers in new ways... despite tighter budgets and reduced headcount. For many brands, this can be a struggle -- with customer data living in siloed systems, multiple identifiers, changing privacy regulations, and the cookieless future on the horizon.

Join Brett Bothe, Sr Product Marketing Manager at Salesforce, Erin Pryor, CMO at First Horizon Bank, and Jason Scott, SVP of Martech and Ops at First Horizon Bank, to learn how to use rich first-party data to create unified customer profiles, build smarter segments, and increase messaging accuracy and relevance across all touchpoints using Salesforce Marketing Cloud.

After this session, you’ll be able to:

• Identify common challenges associated with building a single, 360-degree view of the customer
• Develop a roadmap and plan for realizing customer experience objectives using unified data
• Leverage Marketing Cloud Engagement and Customer Data Platform to deliver hyper-personalized experiences that meet customer needs while increasing operational efficiency and productivity

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Session overview

Building a winning digital experience does not start with technology. It starts with a good strategy, relevant touchpoints you want to create, and business outcomes you want to drive. From ecommerce to email to mobile through sales and service -- there are many places to go, and so little time and resources. You don’t want to boil the ocean and you need results. 

Join Alp Mimaroglu, Head of Marketing Technology at Sysco, as he shares how to set a strategy and optimize it by leveraging your organization and martech stack to build a better digital experience at your organization.

After this session, you’ll be able to:

• Think through and problem-solve the complexity of the digital experience
• Understand the pitfalls of optimizing a digital experience and know where to focus your energy
• Plot out your future marketing technology roadmap

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Session overview

Personalization is a great starting point for growth-focused teams like marketing, customer experience, and product that want to drive bottom-line metrics while building customer loyalty. But retailers that only check the box on personalization because they deliver moment-in-time, onsite experiences are missing a wider opportunity.

To reap the full benefits of a customer personalization strategy, companies need unified profiles to collect data from on and offline systems and sources and orchestration capabilities to power omnichannel experiences.

Join Khurram Moiz, Lead Principal of Retail Customer Success at BlueConic, to learn how companies like VF and LoveSac are using CDPs to power personalized experiences for their customers, and how you can, too. 

After this session, you'll be able to: 

• Use unified profiles to support broader, long-term business decisions across the enterprise
• Apply insights from personalization efforts to breed innovation in product development, marketing, optimization efforts, and more
• Leverage a CDP to support new revenue streams through audience monetization, such as retail media networks

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Session overview

Assessing the quality of your digital asset management (DAM) system is imperative to maintaining the integrity of the asset supply chain. It also provides teams with the opportunity to establish opportunities for technological enhancement and organizational growth. The DAM Capability model empowers organizations with the tools to self-assess and always know the state of their affairs. 

Join Cory Davis, Digital Asset Manager at Lucid Motors, for an overview of the DAM Capability model and a look at the best methods to use when assessing the impact of DAM within your organization.

After this session, you'll be able to:

• Identify the five measures of success within the DAM Capability model
• Set realistic and attainable short and long-term goals for your DAMs success
• Create a plan of engagement to help your organization reach its full potential

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Session overview

The concept of the funnel is so fundamental to digital marketing that it's hard to imagine a world where it doesn't serve as the go-to metaphor for lead generation and capture. There's only one problem: It doesn't fit with the way real humans engage with information on today's Internet.

With access to more data than ever before -- and tech to interpret that data for marketers looking to create the right content to drive organic traffic -- we now know that the better framework for marketers to embrace is the spiderweb.

Join Ryan Brock,  Chief Solution Officer at DemandJump, to learn more about the concept of "spiderwebs" and what industry-leading marketers and researchers like Gartner are saying about the modern buyer's journey.

After this session, you'll be able to:

• Shift your thinking around your organic content strategy
• Understand why the waste at the top of most funnels leads to poor organic traffic outcomes
• Create the kind of networked Pillar content that drives positive user experience and fast Page One rankings

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Session overview

Applying a mixed methods approach to your research initiatives allows you to answer a broader range of questions, validate insights across different data sources, and ultimately deliver greater impact. 

Join Conversion's Alex Mason, Director of Experimentation Strategy, and Harriet Swan, Director of UX Research, as they explore additional benefits of applying a mixed methods approach, various use cases for its application, and successful examples to consider.

After this session, you'll be able to:

• Impactfully combine the two methodologies by understanding the strengths and limitations of each
• Apply AB testing and UX research methodologies to address a variety of business needs
• Take an evidence-based approach to your decision-making

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Session overview

Struggling to understand which marketing channels and tactics are driving sales or conversions? Traditional attribution models simply don’t cut it anymore as they fail to capture the complexity of the customer journey and the specific nuances of your business. Enter custom models, the secret weapon of successful marketers.

Custom models take into account various factors such as customer behavior, demographics, previous interactions with the brand, and external variables like seasonality or market trends. With the help of first-party data, custom models can give more weight to specific touchpoints that lead to a purchase or adjust the attribution of a particular channel based on its performance in specific regions or demographic segments.

Join Mike Maloney, Field Chief Data Officer at Snowplow, and Jonathan Mendez, Advisor & C-Level Executive, to learn how you can revolutionize your marketing attribution with first-party data warehouse-driven analytics. 

After this session, you'll be able to: 

• Understand the benefits of custom attribution models tailored to your business vs. the limitations of traditional attribution models 
• Leverage first-party data to create custom models that factor in key elements such as customer behavior and market trends
• Create custom models to optimize your marketing spend and improve ROI effectively by giving more weight to touchpoints that lead to conversions