MONDAY, OCTOBER 9, 2017
|5:30 PM - 7:30 PM||Registration|
Sheraton Society Hill, Ballroom Foyer
|6:00 PM - 10:00 PM||Welcome Reception|
|5:45 AM - 6:45 AM||Morning Event|
Jornaya Morning Run in partnership with BACK ON MY FEET
|7:00 AM - 12:00 PM||REGISTRATION|
Sheraton Society Hill, Ballroom Foyer
|7:00 AM - 8:00 AM||
Sheraton Society Hill, Hamilton Room
|8:00 AM - 8:15 AM||Welcome: Introduction to the Journey Summit|
Ross Shanken, CEO and Founder, Jornaya
|8:15 AM - 9:00 AM|| The State of Digital Media|
Gayle Meyers, CMO, LUMA Partners
|9:00 AM||Master of Ceremonies|
Jay Weintraub, Founder & CEO, InsureTech Connect
|9:00 AM - 9:45 AM||Keynote |
Contagious: Why Things Catch On - Jonah Berger, Wharton School, University of Pennsylvania
|9:45 AM - 10:30 AM||Session #1: Identity Resolution - The Foundation of People-Based Marketing
If customer centricity is your goal, the first step is knowing who you're talking to. The foundation of any people-based marketing strategy is Identity Resolution - the ability to map disparate consumer data to a single person. For today's brands, this requires the ability for many different data sources to "speak" to one another. Bringing together all these sources - CRM records, customer history, 3rd party data appends, 1st party leads, 3rd party leads - often isn't an easy feat. It is exponentially more difficult to connect all of these sources with the often-anonymized digital landscape.
Those who have invested in identity resolution are reaping the benefits in every consumer interaction. In this session, we will address the challenges and best practices that leading brands in considered purchase verticals like mortgage, education, insurance and automotive industries are implementing to bring together these disparate datasets and orient their business around the person in order to enable people-based marketing strategies that drive their business forward.
MODERATOR: Dave Helmreich, COO, LiveIntent
|10:30 AM - 10:45 AM||BREAK|
|10:45 AM - 11:30 AM||
Session #2: Finding the Right Data mix - What you can and should know about your consumersOnce you know who you're talking to, you can pull together data from unlimited sources that tell you more about that person. Most marketers find that there is a plethora of data available about their consumers - from internal sources as well as hundreds of 3rd party vendors, including behavioral data, demographic data, contact verification data, past transaction data, psychographic data, and financial health data. But with thousands of potential data points available for each consumer, how do you evaluate the best combination of data for the job at hand? |
In this session, we will address the challenges and best practices that leading brands from a variety of industries are implementing to identify the most predictive data, and we will discuss overall thoughts on the types of data that move the needle, and some examples of unexpected connections that have come from letting the data tell the story.
MODERATOR: Todd Jones, President, Retail Mortgage, BBMC Mortgage
|11:30 AM - 12:30 PM||LUNCH|
|12:30 PM - 1:15 PM||Session #3: Translating to Treatment - What you do with what you know
When your customer care agents take a call from someone who has recently shown interest in a part of your website, do they know what indicators signal an upsell opportunity? Do you provide a different consumer experience to a site visitor who is early in her research journey versus someone who is ready to make a decision? Do you route your highest intent leads to your best sales people? Perhaps most importantly, do you know if these strategies are working, and how much value they are creating for your business? |
In this session, we will dig into how brands across industries are putting data to action and adjusting their treatment of consumers to maximize results. We will explore best practices: determining which actions to test, structuring tests effectively, and baking ongoing measurement and improvement into your strategy.
MODERATOR: Joey Liner, Co-founder and President, DoublePositive
PANELIST: Dave Haggert, Senior VP, Marketing, Freedom Mortgage
PANELIST: Jason Wehner, Director of Enrollment Ops & Contact Center Management, Northcentral University
|1:15 PM - 2:00 PM||Session #4: Continuous Engagement - Designing your Strategy for the Entire Journey|
A consumer's purchase journey for a considered purchase like an insurance policy, mortgage, higher education degree, or car typically takes several months from attention stage until the consumer pulls the trigger. And a consumer's journey continues even after they become a customer, as she evaluates whether to stay with her current service provider or to move to a competitor. A continuous engagement strategy requires having information as to where each consumer is in her purchase journey, and the ability to use this knowledge as input to engage with each consumer at all stages of her journey.
In this session, we will discuss how marketers from considered purchase industries are "mapping out" their continuous engagement model. We will explore what makes a continuous engagement model successful, and discuss specific examples, such as how to determine the optimal number of consumer interactions needed to secure customer conversion.MODERATOR: Doug Weiss, Product Growth Manager, Facebook
PANELIST: Yvette Hatton, Project Management Manager, Wells Fargo
PANELIST: Eric Sidelman, VP Performance, Digital, Universal McCann
|2:00 PM - 2:15 PM||BREAK|
|2:15 PM - 3:00 PM||Session #5a: Technology Enablement - Bringing it all to Life|
IN ORDER TO ACCURATELY IDENTIFY THE CONSUMER, BUILD AND DEPLOY MODELS USING MULTIPLE DATA SOURCES, TREAT EACH CONSUMER DIFFERENTLY, AND CONTINUOUSLY ENGAGE WITH CONSUMERS, MARKETERS REQUIRE AN ADVANCED, FULLY INTEGRATED TECH STACK AND STRATEGY. NEW CUSTOMER ENGAGEMENT OPPORTUNITIES REQUIRE NEW TECHNICAL CAPABILITIES ACROSS ADTECH AND MARTECH.
The number of lawsuits involving real or perceived violations of the TCPA (Telephone Consumer Protection Act) continue to increase every day - it is more important than ever to be up-to-date with the latest regarding the regulation and recent legal decisions.
In this session, we will have an in-depth discussion about the requirements of the TCPA, featuring expert attorneys. Panel members will help you to understand and navigate the latest interpretations and case law pertaining to the TCPA and how they may impact your industry and organization.
MODERATOR: Marty Collins, Senior Vice President, Corporate Development, Legal & Compliance, Quinstreet
PANELIST: Deborah Solomor, Vice-President, Deputy General Counsel, Litigation, Chief Compliance Officer, Career Education Corporation
PANELIST: Terance Gonsalves, Partner, Steptoe & Johnson
PANELIST: Rebecca Blabolil, Chief Compliance Officer, Guaranteed Rate
|3:00 PM - 3:45 PM||Session #6: Emerging Trends in Marketing
Marketers are faced with defining and providing relevant customer experiences. New marketing strategies and technologies are always emerging in response to customers' demands, marketers' needs, or just an urge to redefine experiences. Marketers must navigate through a sea of marketing, data, and technology trends and try to decide what new hot investment is worth pursuing.
Tina will discuss her insights to the latest strategies and technologies that can help marketers with identity resolution, marketing technologies, journey analytics, and continuous engagement. -Tina Moffett, Senior Analyst, Forrester
|3:45 PM - 4:00 PM||BREAK|
|4:00 PM - 4:30 PM||CUSTOMER AWARD CEREMONY|
|4:30 PM - 5:00 PM||CLOSING REMARKS|
|5:00 PM - 9:00 PM||CLOSING RECEPTION|