Delivering Breakthrough Multichannel Customer Experiences

September 19-21, 2004 New York, N.Y.

Agenda & Speakers

September 19   September 20   September 21  

8:00-8:45 a.m.
Event Registration/Continental Breakfast/Technology Showcase

 

8:45-9:00 a.m.
Welcome/Setting The Stage

Chris Charron Vice President, Research Director Forrester Research, Inc.

 

9:00-9:30 a.m.
The Next Generation Of Customer Experience

• How are mobile and wireless technologies changing customer behavior?
• How will digital, networked homes affect the delivery of experiences?
• What can companies do to prepare for these changes?

Charles S. Golvin Principal Analyst Forrester Research, Inc.

 

9:30-10:10 a.m.
Teaching An Old Industry New Tricks

• Is the discipline of experience design — used with such success at the W Hotels — replicable across other hotel brands?
• How can companies protect their pricing power in a world of better-known intermediaries?
• What is the payoff of creating brand-loyal customers in a world that is increasingly brand-disloyal? When is doing so not worth the effort?

Robert F. Cotter President and Chief Operating Officer Starwood Hotels & Resorts Worldwide, Inc.

 

10:10-10:50 a.m.
What's Next For Television?

• How will new TV technologies — video on-demand, digital video recorders, interactive TV, HDTV — affect consumers and marketers?
• How will PC-based content distribution affect the cable business?
• How far away are addressable, digital settop boxes for advertisers?

Stephen B. Burke Chief Operating Officer Comcast Corporation President Comcast Cable

 

10:50-11:15 a.m.
Morning Break/Technology Showcase

 

11:15-11:55 a.m.
Using Customer Insight To Build A Next-Generation Retail Experience

• What role does customer segmentation play in the design of a shopping experience?
• What is "Customer Centricity," and how is Best Buy executing that initiative?
• How is Best Buy creating compelling customer experiences?

Michael Linton Executive Vice President and Chief Marketing Officer Best Buy

 

11:55-12:30 a.m.
Platinum Sponsor Presentation
Technologies That Support Cross-Channel Experiences

• Which technologies are most critical to serving cross-channel consumers?
• How do more demanding consumers put pressure on IT infrastructure?
• How will new device rollouts change companies' technology needs?

Vikki Pachera Vice President, Global Alliances and Business Development Hewlett-Packard Company

 

12:30-1:30 p.m.
Lunch/Dessert/Technology Showcase

 

1:30-3:30 p.m.
Industry Track Sessions

Media & Entertainment:
Using Experiences To Fight Media Erosion

This track will focus on how smart media companies are developing new experiences to fight media erosion caused by audience fragmentation, diluted consumer attention, and nontraditional advertising forms. Josh Bernoff will lead the track with his keynote, "Are Experiences The Cure For The Media Business?" Charlene Li will host two panels: the first will focus on creating new experiences for young consumers, and the second will focus on blending consumer media experiences with new forms of advertising.

Josh Bernoff, Vice President, Forrester Research
Manish Jha, Vice President, New Ventures, ESPN
Tom Barreca, Senior Vice President, World Wrestling Entertainment (WWE)
Susan Cashen, VP of Marketing, TiVo
Paul Iaffaldano, EVP, GM, TWC, Media Solutions, The Weather Channel
Eric Hadley, Senior Director, MSN Ad Sales and Marketing, MSN

Travel & Leisure:
Creating Sustained Loyalty With Multichannel Experiences

This track will focus on customer loyalty. Companies in the hospitality, transportation, and leisure industries struggle to create loyal customer relationships in an industry that is besieged by price-cutting and new brands. Henry H. Harteveldt, Vice President, Forrester Research, will kick off this track by talking about "Using Experiences to Build Loyalty in Travel & Leisure." The second session will be a panel of "brand upstarts" who will talk about the best ways to introduce new brands to the travel consumer. The final panel will feature leaders from traditional travel and leisure brands who will share their insight about re-energizing their brands using technology and multichannel experiences.

Henry H. Harteveldt, Vice President, Forrester Research
David Lim, Chief, Marketing and Sales Promotions, Amtrak/Acela
Susan Black, Executive Vice President, Marketing, Liberty Travel/GoGo Worldwide Vacations
Brett Keller, Chief Marketing Officer, Priceline.com
Ted Nelson, Chief Marketing Officer, Pogo Jet, Inc.
Scott E. Garner, Managing Director, Travel Products, United Airlines
Adam Deutsch, Manager, Product Managment, Walt Disney Parks and Resorts Online

Healthcare:
Cross-Channel Marketing Takes Off In Healthcare

This track will focus on how health plans and pharmaceutical companies are reaching consumers in new ways across multiple channels. Elizabeth W. Boehm will keynote the track with her speech, "The Rise Of Healthcare Consumerism" — delineating how new consumer behaviors and attitudes about healthcare are forcing companies to rethink marketing strategies. The first panel will feature health insurance companies that are creating unique experiences — using mobile, wireless, and online technology — to serve health plan customers. The second panel will present pharmaceutical companies that are executing successful compliance marketing strategies.

Elizabeth W. Boehm, Senior Analyst, Forrester Research
David Bernard, CEO, DB Marketing Technologies
Doug Levy, CEO, IMC2
Steven Moya, Senior Vice President and Chief Marketing Officer, Humana Inc.
Jack Bruner, Global Healthcare Practice Leader, Hewitt Associates

Retail & Consumer Goods:
Creating Distinctive Shopping Experiences

This track will focus on retail and CPG companies that have created distinctive shopping or product experiences. Carrie A. Johnson will begin the track by profiling retailers that have created exceptional shopping experiences, explaining how they did it, and discussing why so many retailers fall short in designing great experiences. The first panel, hosted by Carrie A. Johnson, will focus on the changing role of stores in a multichannel world. The second panel will focus on measuring customer satisfaction with the shopping experience.

Carrie A. Johnson, Senior Analyst, Forrester Research
Michael Bills, Managing Director, Fitch:RPA
Chris Shimojima, Vice President, Sears Direct Merchandising and Marketing, Sears, Roebuck and Co.
Larry Freed, President and Chief Executive Officer, ForeSee Results
Amy Buck, Associate Director, Consumer Insight and Bonding, Procter & Gamble

Automotive:
Reinventing The Carbuying Experience

This track will focus on the two key dimensions of the automotive experience — the car itself and the carbuying experience. Mark Dixon Bünger will lead off the track by discussing how consumer attitudes and behaviors are changing with regard to carbuying, and lay out some key technologies that will reshape the auto industry. The first panel will focus on innovative new car models like the Scion, MINI Cooper, and new in-car technologies like telematics. The second panel will focus on emerging technologies that are changing the purchase experience — with auto manufacturers, dealers, and other automotive sites.

Mark Dixon Bünger, Senior Analyst, Forrester Research
Jim McGough, Director of CRM, Audi of America
Chuck Sullivan, Ford Division eMarketing Manager, Ford Motor Company
Steve P. Silver, Director, eBusiness/CRM, Nissan North America, Inc.
Phil Bienert, Manager, CRM & e-Business, Volvo Cars of North America, LLC
Kerri Martin, Marketing Manager, MINI Cooper, BMW

 

3:30-4:00 p.m.
Afternoon Break/Technology Showcase

 

4:00-4:40 p.m.
Media’s Future In The Age Of The Digital Home

• How will content companies thrive in a digital, on-demand universe?
• Who will control media experiences: device-makers or content creators?
• Is consumer-created content (and advertising) a threat or an opportunity?
• When should content companies get into the distribution business (à la Comcast-Disney, AOL Time Warner, and NewsCorp/DirecTV)?

Peter Chernin President and Chief Operating Officer News Corporation Fox Group

 

4:40-5:20 p.m.
Advertising Experiences In The 21st Century

• How should marketers take advantage of new technologies — mobile phones, PC-TV multitasking, brand sites — to extend their brand?
• Should marketers enlist consumers in creating brand experiences?
• How should marketers respond to the growing trend of ad avoidance?
• What new ad units — if any — will replace the 30-second commercial?

Linda S. Wolf Chairman and Chief Executive Officer Leo Burnett Worldwide

 

5:20-6:00 p.m.
Premier Sponsor — Guest Executive Forum By Modem Media
Creating Always-On Brands for the Always-On Consumer
Peter Moritz, Managing Director, Global Business Development, Modem Media

Consumers expect more from brands these days. They expect top-notch service anytime and from practically anywhere. They expect you to know all about them and their history with your brand. They expect to be able to buy anything you offer anytime they want it. They expect to be surprised and delighted at every turn. They expect the companies they choose to be smarter and cooler than their competitors. They expect their brands to be "always on."

But, always on is even more than a new set of consumer expectations — it's a new marketing era. Join us to learn how to turn your brands on.

 

5:20-6:00 p.m.
Premier Sponsor — Guest Executive Forum By Offermatica
Winning The Battle To Increase Conversion

Converting visitors to buyers is the new battleground in online advertising. Scientific conversion optimization tools provide faster and more immediately profitable insights into consumer behavior. This presentation showcases cutting-edge quantitative marketing approaches that are the secret weapon of the vanguard.

• How do you convert visitors into buyers?
• What are the leaders doing to optimize their advertising returns online?
• How do you use the power of online testing and optimization to build long-term customer value?

 

5:20-6:00 p.m.
Premier Sponsor — Guest Executive Forum By Vividence
Learn From The Pros: Top Findings About The Leading eRetailers
Liz Edison, Director of Syndicated Research, Vividence

Online shopping is big business, and done right it can create loyal customers for years to come. In this session, hear the findings from the latest Vividence retail syndication study.

This study examined the top 20 online retail sites and captured best practices across the board — everything from home page design to check-out process to return policies. The presentation will discuss overall performance metrics and brand perceptions as well as uncover the drivers behind brand affinity and customer loyalty. Join us and see how you can apply the best practices, gleaned from 20 of the top online retailers, to your business.

Attend this session and learn:

• The sites that drive the best online customer experience and why.
• Why users gravitate to one online retailer versus another.
• The key differentiators between retail sites.
• What drives brand preference, retention, and loyalty.

 

6:00-8:00 p.m.
Networking Reception
All attendees, speakers, and exhibitors are invited to join us for dinner and cocktails at the Grand Hyatt's Manhattan Ballroom overlooking Park Avenue and 42nd Street.

September 19   September 20   September 21