Forrester

Continental Breakfast

Breakfast Presentation With IBM: High-Octane Marketing: Making Marketing Performance Optimization Drive Value

Many businesses focus marketing spend on programs and activities perceived as effective ways of generating acquisitions, customer growth, or loyalty while not assessing past marketing effectiveness to determine future goals. In this presentation, learn the capabilities and concepts for delivering effective cross-channel marketing through precise attribution to drive future spend.

Morning Networking Break In The Solutions Showcase

Networking Lunch In The Solutions Showcase

What's The Role Of Social Media In An Integrated Marketing Campaign?

As marketing dollars flow from traditional to social media, social marketing can no longer be treated as a tactical afterthought. Marketing leaders must embrace the power of this fledgling medium as a strategic brand-building pillar. Marketing leaders who attend this session will get answers to the following questions:

• What's the role of social media in brand building?
• Who is innovating in social media integration?
• How can you embed social media into your marketing campaigns?

Fostering B2B Retention And Advocacy Through Social And Mobile Marketing

B2B interactive marketers have always focused more on the critical than the cool — investing primarily in tried-and-true digital channels like search, email, and website content. But as B2B customers go social and mobile, B2B interactive marketers will have to embrace these channels as critical for retaining customers, enriching accounts, and building customer advocacy. In this session, we'll explore how B2B interactive marketers can use social and mobile to work with sales and deepen customer relationships. To this point, this session will explore:

• How B2B interactive marketers are using social and mobile marketing for customer retention and building advocacy today?
• How B2B marketers can work with sales to use social and mobile to build closer, more profitable customer relationships?
• Which steps B2B marketers must take to meet the needs of existing customers through social and mobile channels?

A Holistic View Of The Customer Creates A Competitive Advantage

To successfully hear the voice of the customer and create optimal strategies and competitive differentiation, organizations need to merge customer knowledge from external research (i.e., market insights) with CRM data (i.e., customer intelligence). This session will help Market Insights and Customer Intelligence Professionals understand:

• The types of data and insights each team can provide.
• How to optimize integration of market insights and customer intelligence.
• How to create a holistic view of the customer that is aligned and actionable for stakeholders in strategy, R&D, marketing, sales, and customer service.

Big Data Challenges: Evaluating Channels

As the Internet continues to grow, Customer Intelligence Professionals have a vast amount of data from and about consumers. But more data does not always mean more insights. The proliferation of channels only complicates the customer intelligence process. This interactive group session will explore:

• What is big data's impact on customer intelligence?
• How do customer intelligence teams identify the most valuable consumer data channels?
• Who "owns" customer data?

Driving Revenue With Journey Marketing

Technology marketers squander their budgets on inefficient tactics, deliver disparate programs and achieve diminished results because they do not effectively follow their customers' buying journey. Yet journey marketing has proved difficult to implement for many tech marketers executives and practitioners. In this session, tech marketers will learn how to use customer journey data as a critical tool to:

• Identify the strongest opportunity segments in the market.
• Maximize marketing mix and content portfolio effectiveness.
• Deepen and expand customer engagement.
• Drive an integrated marketing strategy.

Elevate Your Digital Analytics Game To Engage Customers

It's no secret that marketing sophistication is growing by leaps and bounds to support the delivery of relevant and engaging customer experiences. And as marketing's reach grows, so too does the remit of digital analytics. Once a source of traffic reporting for websites and marketing campaigns, digital analytics is at the center of the customer experience, serving as a critical hub for understanding and forecasting customer needs and optimizing customer experiences. This presentation will discuss:

• An updated digital analytics mission.
• The new digital analytics tool kit.
• The key components of a comprehensive digital analytics program.

Intermission

Guest Executive Forum With Neolane: The Multiyear Challenge To Drive Customer Centricity: A Case Study In Success At Sears Canada

In this session, Jill M. Speirs, former Vice President, Customer Strategy, Sears Canada, will discuss how she and her team were able to drive customer centricity in a complex organizational and IT/data environment. She will reveal how she won the corporate mandate for this ambitious initiative, offering her recommendations for gaining executive-level signoff. She will also discuss specific keys to success in managing the project, as well as examples of using Neolane to drive increased profit through best-practice campaign execution and customer data governance.

Guest Executive Forum With IBM: When Digital Gets Tough, the Tough Get Digital – Building a Digital Strategy That Delivers

This session explores how top brands are building successful digital strategies centered around customer experience and behavior. Learn the secret sauce and some surprising elements needed to drive a world class digital presence and eye popping conversion rates. Speakers will examine how to create a solid digital foundation, drive more value from ad placements and deliver a personalized experience optimized for today's digital landscape. Walk away knowing not only how best to start the digital conversation but how to continue a lucrative customer dialogue that drives return for your business.

Guest Executive Forum With Acxiom: Insight: The New Vision Of Successful Consumer Engagement Strategy

Today's empowered consumer has virtually unlimited choice and information, creating new engagement patterns. While industry observers agree new strategies are needed, few define the "what" and "how." In this case-study-based discussion, we'll examine the most fundamental element in successful consumer marketing — multidimensional insight. Beyond the overwhelming flow of big data or the narrow focus of today's targeting options, examine how your brand insights can be the genesis to focus on the consumer, not the channel or campaign.

Guest Executive Forum With Harte-Hanks: Making Loyalty More Meaningful: Winning Moves To Improving The Effectiveness Of Your Loyalty Programs

Loyalty programs have increasingly become the "hubs" for effective multichannel customer relationships. Maintaining customer preferences and interactions across mobile, social, eCommerce, email, and bricks-and-mortar activity is already difficult — and will only increase in complexity. Our collective experience has shown that the most productive loyalty and customer relationship programs in the market balance three basic elements across all customer interactions: 1) a compelling value proposition; 2) operational feasibility — and elegance; and 3) financial soundness. Getting any two of these elements right and in balance is reasonably easy; getting all three right is the key to a highly productive program.

Join Harte-Hanks and OlsonDenali to hear and discuss how they partner to architect and achieve this balance for a variety of retail and consumer brand clients. Questions are encouraged in this highly interactive session.

Afternoon Networking Break In The Solutions Showcase Sponsored By Quaero

B2B Marketers Must Turn Social Media From An Awareness Tool To A Driver Of Demand

B2B marketers use social media as just another channel to push press releases and product announcements, rather than foster conversations around their big ideas and the business outcomes they create. Used properly, social media can help marketers create a groundswell of demand. Attend this session to get answers to the following questions:

• How do business buyers use social media in their problem-solving cycles?
• What do B2B marketers need to do differently to engage business buyers?
• How are leading companies using social media for customer acquisition?

The Future Of Digital Media Buying

Digital media buying is undergoing a dramatic transformation — traditional relationship- and price-based media negotiations are being replaced by programmatic buying and audience targeting, giving interactive marketers what they crave — better targeting, less waste, more efficiency, and better results. Those who don't take active role in managing this new form of media buying will pay the price, either by dealing with inefficient buyers reluctant to change or by ceding control to partners without understanding their methodologies. In this session, you'll learn:

• What's driving the profound changes taking place in media buying.
• How to make sense of the sea of new acronyms: DSP, DMP, ATD, and more!
• How to get started in testing into the new programmatic buying opportunity.

Translating Customer Analytics Into Action

Marketers have long struggled with gleaning insights from reams of customer data. With the explosion in data sources this problem shows no signs of slowing down. This session will help Customer Intelligence and Market Insights Professionals understand:

• How do you connect the dots between analytics output and customer treatments?
• What types of analytical techniques are effective in driving customer development?
• How can you ensure that analytical insights drive decision management?

Emerging Trends In Social Market Research

Companies have long turned to market research to learn about consumer insights. But with consumer behavior changing rapidly, so must market research tactics. Through online research communities and social media, firms have a new world for gaining customer insights. This facilitated group discussion will address:

• How does social market research integrate with traditional research?
• What are the tools that support social research?
• What are the pitfalls to avoid with social research?

Getting From Good To Great: How To Create A Winning B2B Tech Social Marketing Strategy

The B2B tech marketer's digital playing field has dramatically changed. Tech marketers face the challenge of how to effectively engage with buyers in an online environment that has become increasingly crowded as more companies use social media to compete for a piece of their buyers' dwindling attention spans. In this interactive session, B2B tech marketers will learn to address this challenge and create a customer-centric social marketing strategy by:

• Using Forrester's 2012 Social Technographics for B2B Business Technology Buyers
• Selecting influential social marketing tactics
• Considering online communities to effectively engage with buyers
• Exploring best practices from B2B companies.

Define Your Marketing Technology Road Map

Like it or not, to compete in the age of the customer, marketers must get over their tech phobias and define a strategy and road map — based on their business requirements, technology competence, and target audience receptivity — to achieve deeper customer engagement. Customer Intelligence Professionals will benefit from attending this session and learning:

• The state of adoption of marketing technologies.
• How to define a tech road map to support marketing.
• Tips for getting Customer Intelligence Professionals and technologists to work together more effectively.

Intermission

Networking Reception In The Solutions Showcase Sponsored By Tealeaf

Continental Breakfast

Breakfast Presentation With SAS Institute: Experience Of A Lifetime: How Vail Resorts Is Redefining Targeted Marketing With The Help Of SAS

Join Spencer Reiss, Contributing Editor WIRED, and Darren Jacoby of Vail Resorts for a breakfast discussion of how innovations in RFID, social networking, campaign management, and analytics empower fanatical brand ambassadors while shifting the notion of what the mission of targeted marketing is all about.

Morning Networking Break In The Solutions Showcase

Intermission

Guest Executive Forum With Autonomy, An HP Company: Using Big Data And Human Information To Drive Revenue

Marketers are in an arms race to collect data about customers, yet they feel no closer to understanding or connecting with them effectively. Big data is moving from pure structured databases to strategies that incorporate human information — such as tweets, blogs, phone calls, and videos.

Innovative companies have seized the advantage by using human information to predict where customers are going next, how to attract them, and what message to deliver when they get there. Companies that do this successfully can increase revenue, customer satisfaction, and, ultimately, loyalty. 

Guest Executive Forum With Lithium: Listening With Purpose: Wicked Smart Insights

Consumer behavior is at the core of every marketer's decision-making process. The proliferation of frustrated consumers, new web destinations, and mobile devices has pushed us all to do more than listen. You have to move beyond just knowing what's on people's minds, who their influencers are, and what are they're telling their friends about your brand.

Leading marketers will focus on uncovering and comprehending their target markets using the most relevant and substantiated details. Join ZenithOptimedia and Lithium to learn the best practices for leveraging customer intelligence for broader usage than just brand mentions. Using case studies, you'll recognize the journey you can take with your social customers.

Guest Executive Forum With Infogroup: Cool Email Best Practices For Critical Insights That Go Beyond Cross-Channel

Join Marc S. Rosenstock, CRM Director for Kimberly-Clark, and Lynn Dusek, Vice President of Customer Strategy for Yesmail Interactive, an Infogroup company, to learn about the email best practices you need to follow in order to drive insights beyond cross-channel. Attend this session and you will discover how to use:

 - KPIs to tie email to your holistic CRM strategy.
 - Email in conjunction with social, web, and direct mail.
 - Email as a research tool to power the rest of your CRM solution.

Guest Executive Forum With Pitney Bowes Software:Boosting The Marketing "Signal-To-Noise" Ratio Using Next-Generation Predictive Methods

Customer "ad fatigue" is at an all-time high, and stellar marketing results are increasingly difficult to achieve. To this end, experts now conclude that our most common predictive modeling practices are out of date and, in many cases, only add to the noise. To improve the "signal-to-noise" ratio, many are now turning to next-generation uplift modeling to help their organizations predict which customers are "persuadable" before they market, allowing them to slash unnecessary campaign volume by 40% while simultaneously improving retention and cross-sell results by 30% to 300%. These results are over and above prior analytic best practice. Several customer case studies will be shared regarding this approach.

Three New Perspectives For Monitoring Your Brand Health In The Digital Age

Big data holds big promise for helping marketers measure and monitor their brand. But we still have a long way to go to figure out what’s good and what’s garbage. Find out how the 4 "V"s of digital influence are turning brand tracking into a data Mashup, enabling marketers to manage their brand’s health in three dimensions: the past, present, and future. Marketing leaders who attend this session will hear Chris present findings from his latest report to answer the following questions:

• Is traditional brand tracking still useful?
• How can you harness new sources of digital data to monitor brand health?
• What is the future of measuring and monitoring brand health?

How To Build A New-Fashioned Brand

In the age of the customer, strong brands are no longer the result of just exposing people to broadcast advertising over and over again. Today, how our customers perceive our brands is the sum of three equally important components: the marketing messages, the products, and the experiences we deliver to them. That means successful branding efforts must spring from and leverage your entire organization, including consumer product strategists, customer experience pros, marketing professionals, and beyond. In this session, you'll learn:

• How to break down the barriers in your company and make branding a companywide effort.
• Which steps you must take to transform an old-fashioned brand into a new-fashioned brand.
• How successful brands are already putting these lessons into action.

Defining, Developing, And Executing Next-Generation Loyalty Programs

When designing a loyalty program, marketers often focus on the rewards and delivery mechanism for those rewards without considering how they will engage their target audience. They say "differentiate or die" but don’t have an approach to solve the problem of consumer engagement. Through case studies, this session will explore how marketers streamline loyalty inputs and touchpoints to drive deeper customer engagement.

Insights From Cross-Channel Attribution

The marketing funnel has become increasingly more complex, with new channels adding complexity and depth of communication between the brand and the customer. Enter cross-channel attribution. This interactive group discussion will cover how cross-channel attribution helps the organization identify the most effective channels and marketing strategies to engage with its customers. This session will answer these questions:

• What tools support attribution?
• How does data inform an attribution strategy?
• How does attribution inform customer insights?

Engage Customers With Lead Nurturing

Tech companies can engage with lead nurturing in the early, formative stages of the customer's buying journey to develop a personal relationship that shapes the buying process and affects sales outcomes. This session will deliver pragmatic tips on how to take a lead-nurturing program beyond "lead gen" to transform the entire lead-to-revenue cycle, including how to:

• Calibrate touches to accelerate the customer’s buying process (and shorten sales cycles).
• Shape buying criteria to increase close rates.
• Inculcate value to reduce discounting.

Leveraging Data Alignment To Deliver Optimized Customer Engagement

With the rise of digital, social, and mobile channels, Customer Intelligence (CI) Professionals have more options than ever to provide highly relevant and engaging customer experiences. CI Professionals use increasingly sophisticated combinations of customer, transactional, behavioral, and now contextual data sources — sentiment, geolocation, and IVR transcripts — to power segmentation, offer selection, and campaign optimization. But those processes are wholly reliant on high-quality, trusted data — which most CI Professionals have not accepted responsibility for ensuring. To make the leap from cool to critical, CI Professionals need to align their efforts to fit within their organizations’ data governance and master data management processes. Participants will leave the session with:

• An understanding of how poor-quality data can affect customer intelligence processes.
• Suggestions on how Customer Intelligence Professionals can improve collaboration on customer data management.
• Recommendations on how to leverage Forrester’s process data management approach to best align your marketing and master data efforts.

Intermission

How Will Data Change TV Ad Buying?

Media consumption continues to fragment, yet traditional TV ads still continue to be bought and sold using broad, panel-based data. With new streams of customer data available, marketers can now deliver more targeted TV ads to the right audience. Marketing leaders who attend this session will get answers to the following questions: 

• How are media buyers using new TV data sources in their marketing strategies?
• How will TV campaigns be bought and sold in the future?
• Which data sources should marketers prioritize to enhance their TV campaigns?

Emerging Media Showcase For Interactive Marketers

What's new, and what's next? These are questions that emerging media analyst Elizabeth Shaw gets all the time. Join her to see firsthand how brands are leveraging new media and technologies to create immersive marketing experiences, grow brand awareness, drive engagement, and align themselves with innovation. This session will feature: 

• Examples of emerging technologies that create immersive marketing experiences.
• Metrics and key takeaways for each example.
• Ways to get started with testing emerging media and technologies.

Integrate Market And Behavioral Insights To Get A 360-Degree View Of Consumers' Social Media Behaviors

To get a holistic picture of consumers' social media behaviors, Market Insights Professionals need to combine research outcomes with actual, measured online activities to really understand what drives social media engagement. This session will: 

• Identify which types of data to target to understand consumer social media behavior.
• Show methods to cross-analyze market insights data and online behavioral data.
• Provide guidance on which vendors can support this analysis.

Social Intelligence For Customer Insights

Through social channels such as Facebook and Twitter, your customers share unsolicited and unbiased opinions. To capture and analyze this data, Customer Intelligence (CI) Professionals must turn to Social Intelligence, without breaching privacy concerns. This facilitated group discussion will address:

• What are the best practices for mining social media for customer insights?
• What tools and technologies help CI teams mine social media?
• How must CI Professionals address customers’ privacy concerns around social media?

Marketing To Customer Value

Most tech marketers focus on the front end of the funnel — branding, awareness, and lead generation — at which point responsibility for developing, maintaining, and growing the customer relationship gets handed off to sales, customer support, and aftermarket services. Consequently, marketing often has limited visibility into how the company's products and technologies actually end up creating value for customers. The problem is that customers want value to be the centerpiece of any and all marketing and sales conversations. Unless marketers also focus on customer value, they run the risk of providing limited benefit to customers — and sales. This session will discuss the challenges of extending the marketing focus and relationship investments to the post-sales stage of the adoption life cycle, including:

• New customer acquisition versus existing customer enrichment.
• Incentivizing customer community engagement and behavior.
• Leveraging customer service experiences in marketing