CMO Summit | May 17, 2016 | New York, NY, USA

↓ Agenda Key

Keynote Presentation

Visionary speaker presents to entire audience on key issues, challenges and business opportunities

Keynote Presentations give attending delegates the opportunity to hear from leading voices in the industry. These presentations feature relevant topics and issues aligned with the speaker's experience and expertise, selected by the speaker in concert with the summit's Content Committee." title="Keynote Presentations give attending delegates the opportunity to hear from leading voices in the industry. These presentations feature relevant topics and issues aligned with the speaker's experience and expertise, selected by the speaker in concert with the summit's Content Committee.

Executive Visions

Panel moderated by Master of Ceremonies and headed by four executives discussing critical business topics

Executive Visions sessions are panel discussions that enable in-depth exchanges on critical business topics. Led by a moderator, these sessions encourage attending executives to address industry challenges and gain insight through interaction with expert panel members." title="Executive Visions sessions are panel discussions that enable in-depth exchanges on critical business topics. Led by a moderator, these sessions encourage attending executives to address industry challenges and gain insight through interaction with expert panel members.

Thought Leadership

Solution provider-led session giving high-level overview of opportunities

Led by an executive from the vendor community, Thought Leadership sessions provide comprehensive overviews of current business concerns, offering strategies and solutions for success. This is a unique opportunity to access the perspective of a leading member of the vendor community." title="Led by an executive from the vendor community, Thought Leadership sessions provide comprehensive overviews of current business concerns, offering strategies and solutions for success. This is a unique opportunity to access the perspective of a leading member of the vendor community.

Think Tank

End user-led session in boardroom style, focusing on best practices

Think Tanks are interactive sessions that place delegates in lively discussion and debate. Sessions admit only 15-20 participants at a time to ensure an intimate environment in which delegates can engage each other and have their voices heard." title="Think Tanks are interactive sessions that place delegates in lively discussion and debate. Sessions admit only 15-20 participants at a time to ensure an intimate environment in which delegates can engage each other and have their voices heard.

Roundtable

Interactive session led by a moderator, focused on industry issue

Led by an industry analyst, expert or a member of the vendor community, Roundtables are open-forum sessions with strategic guidance. Attending delegates gather to collaborate on common issues and challenges within a format that allows them to get things done." title="Led by an industry analyst, expert or a member of the vendor community, Roundtables are open-forum sessions with strategic guidance. Attending delegates gather to collaborate on common issues and challenges within a format that allows them to get things done.

Case Study

Overview of recent project successes and failures

Case Studies allow attending executives to hear compelling stories about implementations and projects, emphasizing best practices and lessons learned. Presentations are immediately followed by Q&A sessions." title="Case Studies allow attending executives to hear compelling stories about implementations and projects, emphasizing best practices and lessons learned. Presentations are immediately followed by Q&A sessions.

Focus Group

Discussion of business drivers within a particular industry area

Focus Groups allow executives to discuss business drivers within particular industry areas. These sessions allow attendees to isolate specific issues and work through them. Presentations last 15-20 minutes and are followed by Q&A sessions." title="Focus Groups allow executives to discuss business drivers within particular industry areas. These sessions allow attendees to isolate specific issues and work through them. Presentations last 15-20 minutes and are followed by Q&A sessions.

Analyst Q&A Session

Moderator-led coverage of the latest industry research

Q&A sessions cover the latest industry research, allowing attendees to gain insight on topics of interest through questions directed to a leading industry analyst." title="Q&A sessions cover the latest industry research, allowing attendees to gain insight on topics of interest through questions directed to a leading industry analyst.

Vendor Showcase

Several brief, pointed overviews of the newest solutions and services

Taking the form of three 10-minute elevator pitches by attending vendors, these sessions provide a concise and pointed overview of the latest solutions and services aligned with attendee needs and preferences." title="Taking the form of three 10-minute elevator pitches by attending vendors, these sessions provide a concise and pointed overview of the latest solutions and services aligned with attendee needs and preferences.

Executive Exchange

Pre-determined, one-on-one interaction revolving around solutions of interest

Executive Exchanges offer one-on-one interaction between executives and vendors. This is an opportunity for both parties to make key business contacts, ask direct questions and get the answers they need. Session content is prearranged and based on mutual interest." title="Executive Exchanges offer one-on-one interaction between executives and vendors. This is an opportunity for both parties to make key business contacts, ask direct questions and get the answers they need. Session content is prearranged and based on mutual interest.

Open Forum Luncheon

Informal discussions on pre-determined topics

Led by a moderator, Open Forum Luncheons offer attendees informal, yet focused discussions on current industry topics and trends over lunch." title="Led by a moderator, Open Forum Luncheons offer attendees informal, yet focused discussions on current industry topics and trends over lunch.

Networking Session

Unique activities at once relaxing, enjoyable and productive

Networking opportunities take various unique forms, merging enjoyable and relaxing activities with an environment conducive to in-depth conversation. These gatherings allow attendees to wind down between sessions and one-on-one meetings, while still furthering discussions and being productive." title="Networking opportunities take various unique forms, merging enjoyable and relaxing activities with an environment conducive to in-depth conversation. These gatherings allow attendees to wind down between sessions and one-on-one meetings, while still furthering discussions and being productive.

 

Tuesday, May 17, 2016 - CMO Summit

7:00 am - 8:00 am

Registration & Networking Breakfast

 

8:00 am - 8:10 am

Welcome Address and Opening Remarks

Presented by:

Brad Jaehn, Former VP of Global Digital Experience , McDonalds View details

 
 
 

8:10 am - 8:55 am

Opening Keynote Presentation

The Responsive Enterprise

The commoditization of information and consumer enabled technology has been a prevalent theme over the past decade. These small changes have turned into seismic shifts evolving into a unique opportunity to address organizational and operational improvements with a simple objective of continuous improvement.

Key Topics & Takeaways:

  • Shaping Differentiated Experiences: Creating a responsive enterprise is not about responsive design, it is about shaping experiences that evolve as your customer develops their relationship with your organization or brand
  • Connected Organization – Linking the Value Chain to True Customer Value: By understanding the perceptions and quite potentially the misconceptions of value, we can determine how it is exchanged with internal and external stakeholders
  • Responsive Experiences Require Connected Data: Data-driven organizations will require integrating analysis and synthesis of multiple streams of data sets to drive new actionable insights to be delivered to customer-focused teams
  • Proliferation of Titles – Lack of Understanding the Customer: The future is one of transparency and collaboration and islands of isolation have the potential to limit differentiated customer experiences
  • Integrated View – How Digital is Transforming the Potential for a Connected Organization: Digital is not just a group of people or a component of a business process — it’s a new way of doing a myriad of things; conversations, commerce and connecting people

Presented by:

Brian Miske, CMO, KPMG MSLP View details

 
 
 

9:05 am - 9:35 am

Executive Exchange

 

CMO Thought Leadership

Driving Client Experiences through Global and Local Interactions

Today’s ‘global local’ marketplace offers tremendous opportunity, but is rife with potential pitfalls as smaller local providers are threatened by the size of global behemoths, while those global behemoths are challenged by the nimbleness of local providers. To be efficient and effective companies need to blend the best of both worlds, global economies of scale with local knowledge and flexibility, to deliver an engaging and rewarding client experience. CMOs need to build the capability to understand, categorize and capitalize on targeted, local demand and address it with large-scale global capacity. 

 Takeaways: 

  • Appreciate the client journey for both local and global audiences 
  • See how a global brand maintains a global presence while maintaining localized experience and feel
  • Data is the driver of the global local experience so building a capacity to capture the necessary client differentiators becomes key

Presented by:

Aniko DeLaney, CMO, BNY Mellon

 
 

9:40 am - 10:10 am

Executive Exchange

 

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Think Tank

FedEx Freight Box – Simplifying the complex world of Less-Than-Truckload shipping through customer centered product design

LTL customers today have to determine the price of shipping through the complex National Motor Freight Classification system. In addition to the cumbersome pricing mechanism, customers often do not understand proper packaging and where and how to source the correct equipment to successfully navigate the Less than Truckload industry. By leveraging customer centered design, FedEx Freight has developed a simplified pricing and packaging solution that demystifies Less-Than-Truckload shipping.

Presented by:

Mike Rude, Managing Director - Freight Solutions Marketing, FedEx View details

 
 

Call for Speakers

Think Tank

Caring as a Competitive Advantage

It may sound strange, but the simple human act of caring can be a huge competitive advantage in today’s marketplace. Why? Because lukewarm complacency is the norm in so many organizations. Simply put, there are way too many people and companies out there that don’t really care deeply or passionately about anything. Which begs the question: why would anyone make a special effort to do business with them? On the other hand, when a company does care—and they consistently show it—they definitely stand out from their competitors, and customers are naturally attracted to them. We hear it all the time: “That company really cares about its products. Or, that company really cares about its employees. Or, that company really cares about its customers.” 

Takeaways:  

  • Hire people that care. 
  • Create a culture that cares.
  • Do what is rights...even when no one is looking.

Presented by:

Paul Bailo, Global Head of Digital Strategy & Innovation, Infosys View details

 
 
 

10:15 am - 10:30 am

Networking Break

 

10:35 am - 11:05 am

Executive Exchange

 

Share:

Thought Leadership

Why You Need an “Always On Customer Brain” for Magnificent Customer Experience

Truly knowing your customer means more than just collecting data. You must apply that data to be insightful, relevant, and anticipatory. But how do you do these things at scale with millions of customers and a multitude of channels? Today, technology exists to address these challenges at scale. If assembled correctly, you can create a customer “brain” that makes decisions 24x7 to improve experience, predict needs, and ensure your business thrives. As with most technology investments, you have hundreds of options. After this session, you will understand the critical aspects of creating a Customer Decision Hub, which can make customer experience choices in real-time, and why it’s critical that all of your touchpoints work in unison.

Key Takeaways:

  • Understand why managing customer interactions in real-time is now essential. 
  • Discover how a Customer Decision Hub can drive higher customer engagement. 
  • Learn the keys to successfully implementing an “always on customer brain”.

Sponsored by:

Pegasystems View details

 
 
 

11:10 am - 11:40 am

Executive Exchange

 

Think Tank

Reducing the Speed to Lead

Studies ubiquitously indicate that engaging with leads as soon as they identify themselves is essential to positive and successful relationship, yet on average the time to engage is shockingly slow. As digital marketing becomes increasingly common, second chances to engage may no longer occur because another option is too easily and quickly presented. CMO’s must help their organizations find ways to increase the speed with which leads are recognized, classified, and engaged with in order to ensure long-term organizational viability.  

Takeaways: 

  • The sooner engagement occurs with a lead, the higher the potential for conversion of that lead 
  • As the marketplace becomes noisier, the need is only increased 
  • Marketing must reduce the amount of time before Sales can engage

Presented by:

Masoud Charkhabi, Senior Director of Quantitative Analytics at CIBC Treasury, CIBC View details

 
 

Think Tank

Solve the Experience Equation: Transforming the Teams that Impact Client Touchpoints

Large companies face an increasingly complex challenge. Our clients’ experiences are the sum of hundreds of individual touchpoints, yet many different teams in our organizations are responsible to deliver the individual elements of the overall experience. When one touchpoint produces a different level of satisfaction than another, it leads to fragmented impressions and damages client perceptions. In order to drive measurable improvements across the overall experience, we need to challenge teams to think differently about client needs and perspectives. We must cultivate a client-focused mindset and foster design-thinking methods so they become ingrained in the way teams deliver solutions and experiences for our clients. 

Takeaways: 

  • Explore ways to initiate and perpetuate a client-focused mindset and design-thinking methods. 
  • Discuss how to empower employees to understand and empathize with client perspectives. 
  • Take part in a facilitated conversation with peers about how they are addressing this challenge. 
  • Examine ideas and initiatives which have worked well and those which have resulted in important lessons learned.
BNY Mellon is the corporate brand of The Bank of New York Mellon Corporation and may be used as a generic term to reference the corporation as a whole and/or its various subsidiaries generally. Products and services may be provided under various brand names in various countries by duly authorized and regulated subsidiaries, affiliates, and joint ventures of The Bank of New York Mellon Corporation. Not all products and services are offered in all countries. This material may not be reproduced or disseminated in any form without the express prior written permission of BNY Mellon. BNY Mellon will not be responsible for updating any information contained within this material and opinions and information contained herein are subject to change without notice. BNY Mellon assumes no direct or consequential liability for any errors in or reliance upon this material. Trademarks, service marks, logos and other intellectual property marks belong to their respective owners. © 2016 The Bank of New York Mellon Corporation. All rights reserved.

Presented by:

Ashley Blankette, Vice President User Experience and Client Technology Solutions , BNY Mellon View details

 
 
 

11:45 am - 12:15 pm

Executive Exchange

 

Think Tank

Maintaining Customer Centricity

Customers drive the bottom line and so maintaining strong relationships and meeting expectations is key. However, customers and the preferences are becoming more diverse, their expectations are growing higher, and their loyalties are at all-time lows. In the face of these dynamic market forces, building organizational customer centricity then is essential for long-term success and this is best achieved by creating programs that equally focus on customer acquisition and customer retention.

Takeaways:

  • Customer-centricity means a focus on all three phases of customer lifecycle: acquisition, growth, and retention
  • To be customer-centric, marketers must embrace not only geographic differences, but also generational differences
  • Cost must be managed carefully so that program value is realized

Presented by:

Duke Badger, Vice President, CRM & Fan Engagement Strategy, Warner Music Group View details

 
 

Think Tank

The Journey to Cross-Channel Optimization

As our marketing sophistication evolves, brands strive to move from simply executing in each individual channel to optimizing each customer’s experience across all channels. By utilizing a proven path to help you advance your customer experience program to the next level, achieving cross-channel optimization can be a reality for any brand, regardless of its current state of sophistication. To make it all come together though you need to be able to assess your current CX program and take the most effective steps to continually move your organization's cross-channel experience efforts forward.

Takeaways:

  • Assess your organizational capabilities to understand organizational maturity
  • Learn about the journey brands must take in order to achieve cross-channel optimization
  • Understand key levers to help you improve enterprise CX sophistication

Presented by:

Chris Lacy, Director Customer Experience, Learning & Development, Barneys New York

 
 

12:20 pm - 12:50 pm

Executive Exchange

 

Think Tank

Big Data: Using Behavioral Clustering Models to Improve Marketing Performance

Understanding human buying behavior has evolved, it has become increasingly clear that people's perceptions are shaped not just by what they think, but also what they experience.  Similarly, human behavior is explained by not just what people do, but what they believe.  As such, perceptions like satisfaction are not fully explained by perceptions Marketers capture from surveys, and behavior like purchases is not fully predictable based on behaviors we see in telemetry.

 

With Microsoft cloud services you can use predictive modeling, focused on behavioral data from telemetry to predict other behavioral outcomes.  For example, predicting adoption of a new product or purchase using telemetry data and web clicks.  This has historically been the approach to forecasting, engineering, and the sciences and has become increasingly in the limelight in the field of marketing where, behavioral scientists use telemetry data to predict purchase.

Key Takeaways:

1. The scope and capacity of predictive models

2. Microsoft’s capabilities/capacity in this area

3. The value this analysis can bring to your

  • business planning process
  • understanding the customer engagement
  • getting organization alignment on customer segments

Presented by:

Felicia Guity, Channel Officer Worldwide Public Sector " Education, Microsoft

 
 

12:55 pm - 1:55 pm

Networking Luncheon

 

2:00 pm - 2:30 pm

Executive Exchange

 

Think Tank

Delighting Customers to Build Loyalty

To be successful in today’s digital world, customer experience leaders need to understand how to sift through the reams of available data, find the most interesting and relevant pieces, and translate those into actionable insights. These insights need to be leveraged to predict consumer wants and needs, and to build out customer experiences that surprise and delight. Care needs to be taken though to ensure balance between the demand for personalized experience and the desire to maintain personal privacy lest experiences instead lead to alarm and dismay.

Takeaways:

  • Data is the driver of customer experience; only through deep granular analysis can relevant models be developed
  • Localization of focus and effort is key to success – what delights one audience can easily offend another
  • Maintaining and respecting privacy is essential throughout and CX professionals will have to walk the tight-rope through between too much and not enough

Presented by:

MQ Qureshi, Director, Global Digital Experience, McDonald's View details

 
 
 

2:35 pm - 3:05 pm

Executive Exchange

 

Think Tank

Building and Maintaining Exceptional Brands

To survive and thrive in today’s hyper competitive marketplace, need to ensure that understand the evolution of the modern customer and the new brand dialogue required to engage them. To ensure that their companies are adjusting to this new customer-centric dynamic, marketers must facilitate connections with customers across multiple channels in a thoughtful and complimentary manner. With clear and consistent messaging across diverse channels, coupled with the ability to create consistent experiences, CMOs can help their organization’s build a valuable brand that puts them in a dominant market position. 

Takeaways: 

  • Discover the importance and relevance of a customer-centric brand and how brand and experience are intimately linked
  • See what branding innovations are being applied in the market place and the impact they are having on internal and external audiences
  • Find out how CMOs are convincing their CEOs about brand importance

Presented by:

Courtney Fischbach, VP, Social Media, Legg Mason Global Asset Management View details

 
 

Think Tank

Keys to Customer-Centricity: Mining the Voice of the Customer Into Actionable Insights

The roadmap to customer-centricity demands organizations to prioritize analytics that drive business growth while improving the customer experience across interactive touch-points. Through leveraging text, social, and mobile analytics, organizations can effectively yield customer insights to build customer engagement and inform new products and brands. Nonetheless, being a great listener of the customer amid all the noise still serves as a major business challenge. This session will go over the techniques and benefits to effectively deploy the Voice of Customer into action. 

Key Takeaways: 

  • Tools and techniques infuse a customer-focused philosophy
  • Mining VoC Data to improve the overall customer satisfaction
  • Leveraging Voc to influence product innovation

Presented by:

Mohammed Chaara, Director of Customer Insight Center of Excellence, Strategy & Analytics, Lenovo View details

 
 
 

3:10 pm - 3:40 pm

Executive Exchange

 

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Think Tank

Demonstrating Marketing ROI

Marketing has never been more complex and, as a result of the push into digital marketing, the opportunity to invest in different campaigns has never been broader. With so many campaigns, and with the possibility of them overlapping, proving the efficacy and impact of individual campaigns on overall success can be incredibly complicated. To be able to demonstrate campaign ROI, CMOs need to invest in a data and analytics capability that allows for control of all variables while keeping focus clearly on improvements to the bottom line. 

Takeaways: 

  • ROI is about balancing the revenue earned against campaign cost; this fact must be kept in mind 
  • Investment in analytics capability is key to understanding campaign impact and relevance 
  • You need to establish an attribution strategy up front and stick with it if analytics cannot assign revenue to one campaign or the other

Presented by:

Lauren Vargas, Head of Marketing Technology & Operations, Aetna View details

 
 

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Think Tank

Targeted Advertising Meets Social Media

In the past year, Facebook, Linkedin and Twitter have made strides in improving their targeted advertising technology. Each platform is developing unique capabilities to help us reach audiences and clients in ways advertisers have never been able to before. As a result, marketers aiming to maximize their media spend can anticipate much higher returns on investment from the social media channel than ever before. Join us to walk through a case study within a B2B professional services company and exchange new ideas on audience targeting for social media.

Takeaways:

  • Learn how to identity and target top influencers with Twitter ads
  • Learn the two types of audiences in Facebook that drive the highest conversions
  • Understand the value of Linkedin ads for B2B and professional services
  • Find local audiences quickly on any platform
  • Understand the analytics and reporting available
  • Discover how to connect your email communication and website through social ads
  • Share success stories and discuss targeting challenges with your peers

Presented by:

Whitney Parker Mitchell, CEO & Founder, Beacon Digital Marketing View details

 
 

Leonard Navarro, Global Director of Marketing (CMO), Clutch Group View details

 
 
 

3:45 pm - 4:00 pm

Networking Break

 

4:05 pm - 4:35 pm

Executive Exchange

 

Think Tank

The Consciousness Revolution: Transforming Your Brand Into an Awakened Brand

Brands are facing a crisis in today's marketplace that very few executives truly appreciate: customers are overwhelmed by choice and conflicting information; they no longer trust organizations; and they are savvy, active discerners of messaging. In today’s competitive business environment, they have access to more information and choices than ever before. As a result, they also have higher expectations. In this session we’ll connect the dots between societal trends and the Consciousness Revolution’s impacts on digital sales, brand marketing and customer experience. 

Participants will: 

  • Discover how customers’ beliefs are limiting or influencing their choices in our shifting society. 
  • Learn how to tap into the Consciousness Revolution, which is not defined by age, income, political beliefs or geography, but by a new mindset.
  • Examine the meaning and emotions behind the value of your company and if it’s time to reposition your brand.
  • Discover how Marketing skills is drastically changing with agile and growth hacking tactics

Presented by:

Virginie Glaenzer, VP Marketing & Executive Advisor, Soho Place

 
 

4:40 pm - 5:10 pm

Executive Exchange

 

Share:

Think Tank

1/2 part Marketing Magic, 1/2 part Math...The Content Marketing recipe for Global Brands

In a World full of Marketing noise, brands have to use new communication recipes to break the clutter blend in the busy lives of consumers and get enough attention to produce meaningful consumer action (Purchase & Loyalty) 

It is exceedingly clear that the old interaption model of 4 –2 – 4 (produce 4 pieces of content a year, 2 million dollars budget, 4 months to build each) is simply not working… We need a lot more, we need it faster and in a much more cost effective way. However creating content for the sake of content is actually hurting our pockets rather than helping them … We need structure, we need analytics, we need clarity… 

Mountain Dew, one of PepsiCo’s 22 Billion Dollar brands has tapped into a unique Global Content Strategy to help navigate this complexity. By combining Marketing Magic with Data Analysis and Optimization Frameworks we are building the link between Consumers, Content, Marketing and Results. 

And in the process we manage to connect with consumers across the world, fuel they passion on action sports, gaming & lifestyle art in a scaled way that’s truly authentic to the brand, and produces tangible results

Presented by:

Manos Spanos, Senior Director, Global Brand Marketing, Pepsico View details

 
 
 

5:15 pm - 6:00 pm

Executive Visions

Increasing the Value of your Digital Content

Everyone is familiar with the adage “Content is King”, and as recently as 2008 noted content marketing expert declared that “content marketing [is] the only marketing left” because consumers have become so good at filtering. But content marketing has been around, arguably, since the 1800’s and clearly many organizations still haven’t gotten it right. To be efficient and effective, content marketers must be active (providing content regularly), diverse (using a variety of channels), and valuable (providing content that really is CONTENT and not just noise). 

Takeaways: 

• TV, print, and even banner ads are becoming less and less useful as consumers become more adept at filtering and ignoring 

• Social and mobile are the technology trends driving content marketing so good strategies in these areas are essential 

• Content marketing equally beneficial for B2B and B2C initiatives

Moderated by:

Brad Jaehn, Former VP of Global Digital Experience , McDonalds View details

 
 

Panelists:

Jamie Luke, Director of Content, Time Inc. View details

 
 

Dave Peak, VP, Digital Strategy & Innovation, Humana View details

 
 

Bill Barrett, Managing Director & Global Head of Corporate Digital Marketing, BNY Mellon View details

 
 

Andrea Zaretsky, Vice President, Head of Marketing & Customer Experience, Digital Partnerships, American Express View details

 
 
 

6:00 pm - 6:10 pm

Closing Remarks

Presented by:

Brad Jaehn, Former VP of Global Digital Experience , McDonalds View details

 
 
 

6:15 pm - 7:30 pm

Networking Cocktail Reception