Forrester's Forum For Marketing Leaders

Connect | Engage | Deliver

Tuesday, April 14, 2015 - Wednesday, April 15, 2015New York, NY

Track Description

A unique opportunity to hear from a Forrester analyst in a smaller setting and gain valuable, objective, and realistic advice on how to succeed in the age of the customer.

Track Description

These sessions will feature an informal discussion between an industry leader and a Forrester analyst. Join us to hear real-world examples of lessons learned while connecting, engaging, and delivering in the age of the customer.

Track Description

Each of these industry panels will feature a variety of industry leaders who will answer targeted questions about their experiences with customers and will share their success stories.
  • Monday April 13

    • 05:30 PM - 07:00 PM

      Welcome Cocktail Reception Sponsored By Synthesio

      Come join Synthesio at the Bridges Bar and Lounge in the New York Hilton Midtown on April 13, from 5:30–7:00 p.m. with complimentary cocktails and hors d'oeuvres as we kick off the 2015 Forum For Marketing Leaders!

  • Tuesday April 14

    • 07:30 AM - 08:30 AM

      Networking Breakfast In The Solutions Showcase
    • 07:30 AM - 08:20 AM

      Breakfast Presentation With IBM: Trends In Marketing Transformation -- Where Do You Stand?

      The role of the marketing department is evolving at a rapid pace, with increasing pressure on teams to drive more revenue and to redefine the customer experience. While many CMOs are struggling to keep up, others are completely transforming the way they are doing business and meeting these challenges head-on. Hear insights from IBM's Stepping Up to the Challenge: CMO Insights from the Global C-Suite Study; assess where your company stands; and learn where the market leaders are focusing their efforts.

    • 08:30 AM - 08:40 AM

      Connect, Engage, Deliver: Opening Remarks
    • 08:40 AM - 09:10 AM

      Will People Really Do That?

      Fasten your seat belts, it’s going to be a bumpy couple of years. True, your customers have just been through an unprecedented digital expansion of their technology-enabled abilities, but you — and they — ain’t seen nothin’ yet. Your customers will be considering adopting robots, driverless cars, all-body network technology, voice-control interfaces, and you as a marketer will have to decide what role you will play in these devices as they roll out. In this session, James will describe:

      • Why people will adopt more technologies even more rapidly than you think.
      • How to envision the customer relationship these devices will build — for you or your competitor.
      • What customers will do with these devices that will alter how marketers reach them.
    • 09:10 AM - 09:40 AM

      Connect + Engage: How The Grammys Deepen The Music Conversation

      The narrative is changing! As the market becomes more sophisticated, with countless options competing for consumers' attention, how do the Grammys remain relevant and engaging? Evan's presentation will touch on:

      • Creating shareable content. Just because it is good doesn't mean it will be seen.
      • Understanding the core of the Grammys' brand and audience.
      • Tying together the often disparate messages delivered across various social channels.
      • Keeping the conversation going all year long.
      • Delivering your message the way your audience wants to receive it.

    • 09:40 AM - 10:10 AM

      Premier Keynote With Adobe: So You're "All-In" On Digital. Now What?

      Digital marketing is mainstream. Gone are the days when marketers needed to be persuaded to take the digital plunge. Today, they’re grappling with more challenging questions. As a company whose mission is to help customers create great digital experiences and measure their impact, Adobe is practicing what it preaches in digital marketing. Ann will share her advice for marketing leaders regarding:

      • How to organize and find the right talent.
      • What to make of emerging opportunities like mobile, Internet of Things, and video.
      • How to commit to digital and data without trading off on creativity and great customer experiences.
    • 10:10 AM - 10:30 AM

      2015 Groundswell Awards

      Great social marketing programs go beyond engagement and drive measurable business value. Nate will honor the best B2C and B2B social programs from around the world and in the process show you how to drive greater social success.

    • 10:30 AM - 11:10 AM

      Morning Networking Break Sponsored By Infor
    • 11:10 AM - 11:40 AM

      What The "Marketing Clouds" Really Mean For Marketers

      Over the last year, we've witnessed the rise of end-to-end enterprise marketing software suites (EMSSes) that aim to serve all of marketing's campaign needs. This session shares Forrester's evaluation of these so-called marketing clouds and what marketers really need to know about them, including:

      • Who the most important players are and how they stack up with one another.
      • The benefits marketers can get from working with an EMSS provider.
      • How to select an EMSS vendor and what to be prepared for once you've started working with one.
    • 11:10 AM - 11:40 AM

      Doing More With Less (Or Nothing): Marketing Lessons From Disruptors

      It's a story we see every day: A spanking-new, disruptive startup achieves rapid market penetration and instantaneous name recognition — with no marketing budget and almost no marketing staff. What can enterprise marketers, bogged down in budget battles and bureaucracy, learn from these lean and mean operators? This panel will expose:

      • The cultural and leadership foundations that drive rapid execution.
      • The key technologies and platforms that have fueled their growth.
      • How to stay entrepreneurial as growth and scale accelerate.
    • 11:10 AM - 11:40 AM

      Unlocking Creative Collaboration Through Programmatic Marketing
    • 11:10 AM - 11:40 AM

      Make The Pivot To Customer-Obsessed B2B Marketing -- At Scale

      B2B marketers get it. They know that lead-to-revenue management is not demand gen on steroids. They know they need to get beyond campaigns to engage with very specific, contextually relevant messages that connect with buyers. Then why do they fail so often? B2B buyer diversity makes it hard to pivot to buyer obsession at scale. Key takeaways include:

      • Why a laser focus on buyer outcomes is mandatory for effective customer engagement.
      • Why buyer journey mapping fails in practice for most B2B marketers.
      • How buyer-pattern mapping helps you make the pivot to customer obsession — at scale.
    • 11:40 AM - 11:50 AM

      Intermission
    • 11:50 AM - 12:20 PM

      From Click Metrics To Customer Value Metrics: How Attribution Measurement Will Evolve

      For the past five years, marketing and customer insights (CI) pros have used advanced attribution to measure marketing impact and build marketing and media strategies. The low-hanging fruit of attribution is tantalizing; it’s an effective measurement strategy to better understand marketing and media performance. Yet, most marketers and CI pros are not using attribution to its fullest potential: to learn about their customers. In this session, Tina will share how marketers and CI pros can extend their attribution models and: 

      • Learn more about their customers and their buyer journey.
      • Measure customer interactions, not just campaigns.
      • Build strategies to enhance customer interactions.
    • 11:50 AM - 12:20 PM

      Beyond Native: Discovering The Art & Science Of Branded Content

      Rachel Gogel, Creative Director, T Brand Studio, The New York Times

      Interviewed by Allegra Burnette, Principal Analyst, Forrester Research

    • 11:50 AM - 12:20 PM

      Assessing Agency Capabilities: The Coca-Cola Way

      Interviewed by Sarah Sikowitz, Principal Analyst, Forrester Research

    • 11:50 AM - 12:20 PM

      Use Stories To Increase B2B Brand Relevance

      Empowered by digital, mobile, social, and cloud, business buyers need experiences that address them as people, not companies. Yet most B2B content fails to engage buyers. To bridge this gap, CMOs need to reconnect their teams with storytelling that moves their message from unremarkable to memorable. This session will show how to:

      • Understand buyers and make them heroes in your stories.
      • Strike an emotional chord that makes stronger connections.
      • Deliver something useful in stories that also explain what you do.
    • 12:20 PM - 12:30 PM

      Intermission
    • 12:30 PM - 01:00 PM

      Guest Executive Forum With IBM: The Experiences Your Customers Want — Even The Ones They Aren't Expecting

      The scope and complexity of marketing have exploded in recent years. Customers want to be understood, to be engaged, and to co-create brand experiences. Within this environment, more CMOs feel underprepared than ever before. Join us to see how to create the seamless omnichannel experiences that customers crave while giving marketers the simple, unified, and flexible set of tools they need to manage complexity and change.

    • 12:30 PM - 01:00 PM

      Guest Executive Forum With Pegasystems: The Always-On Marketing Brain

      Marketers are being asked to drive more and more across the customer journey and not always with more resources. Organizations are linking inbound and outbound to generate a truer vision of the customer and the individual journey each customer takes — but it cannot be a separate approach. We must stop thinking of our campaigns as singular events and begin to realize they are always ongoing. Finally, marketers must find the balance between customer desires and business strategies to generate the most important business metric — revenue. Join Pegasystems to hear about the always-on “marketing brain.”

      • What is a marketing brain?
      • How does it balance business and customer outcomes?
      • Success story: Where has this worked in action?
      • What more will the brain do in the future?
    • 12:30 PM - 01:00 PM

      Guest Executive Forum With Turn: Know Your Data, Know Your Customer

      When it comes to reaching and engaging your desired audience, knowledge is power and timing is everything. In this session, you’ll learn:

      • How to apply a data-driven marketing approach to gain a clear understanding of your audience.
      • How to synthesize it into actionable, effective business strategies across all channels.
      • How Turn and SAP hybris can help you put it all together in a timely, relevant, and consistent buyer experience.
    • 12:30 PM - 01:00 PM

      Guest Executive Forum With Visual IQ: Marketing Attribution Success At IHG: An Insider's Perspective

      Marketing attribution offers a way to quantify influences and synergies across channels, strategies, and tactics; it also helps identify specific changes that you can make to your marketing mix to dramatically increase the performance of your entire marketing ecosystem. Join David Schmitt, Director, Global Digital Operations and Analytics at IHG, and Manu Mathew, CEO of marketing attribution provider Visual IQ, as they discuss the “before” and “after” picture of IHG’s marketing attribution engagement.

    • 01:00 PM - 01:50 PM

      Networking Lunch In The Solutions Showcase
    • 01:10 PM - 01:20 PM

      Theater Presentation With RedPoint Global: Crawl, Walk, Run: 3 Steps To Real-Time, Data-Driven Customer Experiences
    • 01:20 PM - 01:30 PM

      Theater Presentation With Marxent: Virtual Reality: The Future Of Retail
    • 01:30 PM - 01:40 PM

      Theater Presentation With Persado: Automating The Power Of Persuasion With Algorithmic Copywriting
    • 01:50 PM - 02:20 PM

      How Do People Really Choose?

      Admit it. You fear that your over-reliance on technology is dulling your acuity and maybe even making you less affable. But is technology really changing how we think? Or more importantly to marketers, is it changing how we make purchase decisions? US marketers believe in a highly structured, data-driven, and increasingly measurable future; so much so that they will spend $100 billion on digital marketing methods by 2019. But even in an increasingly automated world, emotion and irrationality influence — and sometimes overpower — logical decision-making. In this session, Shar will address:

      • How technology has tipped the balance between logic and emotion in decision-making.
      • The fundamentals of marketing and competitive positioning that should change in order to accommodate how people think today.
      • How to tune in to — and influence — your customers’ decision-making processes.
    • 01:50 PM - 02:20 PM

      Build Your Dream Team: Advance Your Digital Experience Delivery Talent Strategy

      Today's digital marketers rely more and more on premium development talent to deliver digital customer experiences. Anjali will explore ways in which marketers can:

      • Lead organizational changes to embed delivery within marketing groups.
      • Hire and retain premium digital development talent.
      • Lead a cultural shift to better work with development and delivery teams.
    • 02:20 PM - 02:30 PM

      Intermission
    • 02:30 PM - 03:00 PM

      Go Beyond Guesswork: Relevant Content Requires Editorial, Contextual, And Experiential Analysis

      Marketing leaders must get systematic in how they gather and apply insights about their customers to drive the development of valuable content, and in how they measure interactions with their content, in order to improve future interactions. This session provides marketers with best practices in the virtuous cycle of:

      • Data in: how to extract insights about customer attitudes and interests.
      • Data out: how to measure interactions to inform future content strategy.
      • The structural and technological requirements to manage the process.
    • 02:30 PM - 03:00 PM

      Only Connect: The New Art Of B2B Marketing

      Traditionally, B2B marketing has been a business of feature sets, pricing, deliverables. But B2B marketing is becoming more like consumer marketing every day, and one of the most important shifts is the need to create personal connections with your buyers, built on intangibles like trust, empathy, and even encouragement. In conversation, Cisco's Blair Christie will explore: 

      • What is the role of emotion in creating lifetime B2B customer engagement? 
      • How can B2B marketers anchor your brands in the needs and emotions of your buyers? 
      • How can you create and deploy emotional messages through the right channels at the right time?
      Interviewed by: Laura Ramos, Vice President, Principal Analyst, Forrester Research
    • 02:30 PM - 03:00 PM

      Managing Agencies For A Connected Brand Experience

      As marketers move from managing their brands to leading a connected brand experience, they need agency partners that can execute their vision. And marketers must reorient themselves to the shifting terrain of the agency landscape where digital is no longer an agency differentiator. How can marketing leaders best engage the right agency partners, manage performance, and align agency selection with brand experience goals? This panel will discuss:

      • How to replace a channel-led strategy in favor of one that uies all customer touchpoints.
      • How to reorganize your agency roster to create transformative experiences, craft and distribute connected brand stories, and leverage technologies to drive connected brand experiences.
      • How to manage and incent agency partners, including onboarding and accountability for shared goals. 
    • 02:30 PM - 03:00 PM

      YouTube And Beyond: Finding ROI In The New Video Platforms

      Michael Cohen, EVP, Finance and Operations, Whistle Sports

      With online video stars counting millions of fans and digital video channels boasting viewership beyond the traditional networks and cable, many brands are turning to these new digital platforms to reach customers. But with the proliferation of MCNs and other models, how can marketers manage and measure the impact of their partnerships and investments? This panel will discuss:

      • The coming stages in the rolling revolution in digital and online video.
      • Key differences in viewership patterns and engagement versus linear television.
      • How marketers can effectively navigate digital video's increasingly complex marketplace.
    • 03:00 PM - 03:10 PM

      Intermission
    • 03:10 PM - 03:40 PM

      The Right Way To Optimize Your Social Marketing

      US marketers will spend nearly $10 billion on social media in 2015 — but many of them still struggle to find value. The reason? They're optimizing for the wrong metrics. In this session, marketing leaders will learn:

      • Why engagement metrics can't define social success.
      • The right way to measure business value from your social programs.
      • How to effectively optimize your social marketing programs.
    • 03:10 PM - 03:40 PM

      Inspired To Win: A Branding Journey

      Saucony went from ranking seventh in the run specialty manufacturer to ranking third. By nurturing consumers' obsession with the brand and products and their love of running, Saucony drew them even more deeply into the story, resulting in Saucony becoming one of the quantitatively most-loved brands in the category. Dynamic product innovation continues as the story unfolds in real time. Hear from Mary on how they nurtured this obession.

      Interviewed by: Sheryl Pattek, Vice President, Principal Analyst, Forrester Research

    • 03:10 PM - 03:40 PM

      Beyond Publish And Pray: Making Content Marketing Pay

      Marketers have adopted content marketing en masse — and as a result, we've flooded our channels. With improved search algorithms and social media networks trimming organic reach, the competition for audience is fierce and ROI increasingly elusive. Marketers must fold their content marketing into a strategic system of promotion and delivery to cut through the noise. This panel will help you:

      • Define the right role for content marketing in your marketing mix.
      • Craft the right mix of owned, earned, and paid channels.
      • Develop a targeted and effective influencer strategy.
    • 03:10 PM - 04:50 PM

      B2B Marketing Workshop

      Advance onsite registration required.

      Your buyers’ expectations are increasing — they demand a seamless experience as they progress through their purchase process. Their expectations become particularly acute when consuming content and gaining knowledge from digital channels, your website, offline channels, and your salespeople.

      In this special 90-minute workshop, Forrester will present you with different customer buying scenarios and give you the opportunity to:

      • Review unique buyer archetypes and leverage these in developing a customer-obsessed strategy. 
      • Identify digital experiences and content strategies that will resonate with your buyers.
      • Outline an engagement strategy that delivers relevant and relationship-building experiences at scale.
    • 03:40 PM - 04:20 PM

      Afternoon Networking Break Sponsored By StrongView
    • 04:20 PM - 04:50 PM

      Advance From Digital Efficiencies To Digital Experiences

      By 2017, US marketers will spend more on digital marketing than on TV. But marketers who think of digital as just another line item on the media plan will never realize its full brand-building potential. CMOs need to think about digital experiences — not just digital efficiencies — in order to elevate digital from a transactional tool to a relationship building experience. This session will show how:

      • Digital marketing is widely adopted but tactically applied.
      • Lack of strategy and digital skills hold back digital advancement.
      • Marketers must evolve from just maximizing digital efficiencies to creating digital experiences.
    • 04:20 PM - 04:50 PM

      Closing The Deal: Inside Keurig's Potent eCommerce Brew

      Interviewed by Zia Daniell Wigder, Vice President, Research Director, Forrester Research

      As consumers' purchase journeys have become increasingly digital, the handoff and collaboration between marketing and eCommerce need to be seamless, if not downright invisible, At Keurig Green Mountain, Delia Vallejo leads the company's critical direct-to-consumer eCommerce operation, and her work is informed by her experience as a marketing leader at Dell and elsewhere. In conversation, Delia will discuss:

      • How Keurig defines and operationalizes its vision of an optimal customer journey. 
      • How eCommerce and marketing collaborate for engagement and retention.
      • How Keurig nurtures transactions into relationships. 
    • 04:20 PM - 04:50 PM

      Change Agents: Driving Media Innovation

      Serge Del Grosso, Head of Media Strategy, eBay Enterprise

      Not very long ago, media was the dull backwater of the marketing game: a transactional business driven by obscure metrics and sometimes dubious analysis. But as new technologies have blossomed and channels proliferated, innovative brands have moved media to the front of the pack. In the process, some have even reversed the traditional relationship between media and brand, with media steering brand rather than the reverse. In this panel, we will discuss:

      • How leading media teams are harnessing and driving innovation in their organizations, strategies, and execution.
      • How to sort and prioritize the dizzying array of platforms and channels available.
      • How the speed of digital media platforms has empowered some to define and refine brand in real time.
    • 04:50 PM - 05:00 PM

      Intermission
    • 05:00 PM - 05:20 PM

      The Stoli Reboot: Concocting A Potent New Message For A Storied Brand

      In 2007, Stoli vodka hit a high-water mark, shipping a record 2.2 million cases in the US. But barely three years later, the brand was in steep decline: In 2010, shipments had dropped by a third, not keeping up with the growing category. By 2013, the parent company SPI decided it needed to take matters into its own hands. Now, it was time for a complete reboot, although hurt by consumers' pivot away from vodka and a waning relevance among its core demographics amid a crowded market. Lori Tieszen, Chief Marketing Officer, Senior Vice President for the newly independent Stoli Group USA, will detail: 

      • How Stoli uses core brand attributes to exploit its venerable past to power future growth.
      • How Stoli engages its channel and distribution partners to create a shared sense of mission.
      • How Stoli is deploying a potent mix of traditional and digital media to engage fickle audiences.
    • 05:20 PM - 05:40 PM

      Comedy Central: Guiding The Multi-Channel, Multi-Platform Brand
    • 05:40 PM - 05:50 PM

      Day One: Wrap-Up
    • 05:50 PM - 07:20 PM

      Networking Drinks Reception In The Solutions Showcase Sponsored By Turn
  • Wednesday April 15

    • 07:30 AM - 08:30 AM

      Networking Breakfast In The Solutions Showcase
    • 07:30 AM - 08:20 AM

      Breakfast Presentation With SAS: Engaging For Excellence — Marketing’s Role In CEM

      In today’s multichannel world, customers are empowered, engaged, and increasingly sophisticated in the use of information. This new breed of customer is looking for enhanced, consistent experiences across all channels, personalized communications based on preferences, and compelling reasons to remain loyal. In this session, you will learn marketing’s role in moving customer experience management (CEM) forward using data, technology, and organizational cohesion by explaining:

      • The value of CEM and what drives it.
      • New roles that the modern marketing organization must develop to succeed in this transformation.
      • How to overcome the cultural and organizational obstacles inherent in forging a cross-channel customer strategy.
    • 08:30 AM - 08:40 AM

      Connect Engage Deliver: Welcome Back
    • 08:40 AM - 09:00 AM

      What Happens When People Really Take Control?

      We’ve seen it before: the “greening” of consumer products; the transition in music consumption from “buy” to “rent”; the growth of the sharing economy. Each of these market shifts was led by a small number of early adopters who proved to be highly valuable — and highly influential — consumers. Now that customers are in the driver’s seat, the changes are happening faster and more frequently: Privacy, user-managed data sharing, connected everythings, and digital personal agents are all in the running to be the next consumer-led market shift. In this session, Fatemeh will describe:

      • What causes these consumer-led market shifts, and what happens to industries when they occur.
      • The degree of consumer adoption it takes to change the way we do business.
      • The shifts that are poised to happen before this decade is out.
    • 09:00 AM - 09:30 AM

      Technology Blurs The Lines

      Moderated by David Kirkpatrick, Founder & CEO, Techonomy

      Technology is transforming organizational roles and upending traditional industries. CEOs and CMOs need to be technologists, and CTOs need to understand business strategy as their companies are increasingly threatened by a sometimes unlikely group of technology-enabled upstarts. This session explores how executives can think about technology in relation to their evolving strategic role and to the accelerating evolution of every industry.

      Presented in partnership with Techonomy.

    • 09:30 AM - 10:00 AM

      Platinum Keynote With Acxiom: How The Ethical And Appropriate Use Of Data Can Revolutionize Customer Engagement And Brand Affinity

      Rapid consumer adoption of digital technology has fueled massive new sources of data. Each of these new data flows has compliance issues and considerations that must be understood, navigated, and ultimately adhered to by brands. How effectively, thoughtfully, and compliantly marketers harness these new data sources is under more scrutiny than ever by both consumers and regulators. This session provides guidelines for navigating the sensitive and critical world of consumer privacy in a customer-obsessed environment, and how to manage the often perceived antithetical demand by consumers for greater transparency in how their data is used and more contextual and relevant offers and services from their brands of choice.

    • 10:00 AM - 10:30 AM

      Unexpected Moments: How GE's Digital Strategy Builds A Brand

      As a brand. GE is both familiar and opaque. Acclaimed for its history and culture of innovation, GE is a key player in hundreds of highly differentiated markets — even while many of its products and services remain invisible to end users. As head of GE's global brand, Linda Boff must orchestrate a complex symphony of ubiquitous presence, in dozens of channels and contexts, building a coherent brand message out of hundreds or thousands of discrete impressions. She will discuss:

      • How GE leverages multiple digital channels to create a relevant and contemporary image for its 123-year-old brand.
      • How GE animates a deliberate strategy of "showing up" in unexpected but meaningful moments in its customers' journeys.
      • How GE connects its brand and digital strategies to the twin goals of growth and monetization.
    • 10:30 AM - 11:10 AM

      Morning Networking Break In The Solutions Showcase
    • 10:40 AM - 10:50 AM

      Theater Presentation With Datalicious: Destroying Data Silos Through Advanced Customer Analytics And OptimaHub
    • 10:50 AM - 11:00 AM

      Theater Presentation With TrackMaven: How Can Analytics Inform Better Content?
    • 11:10 AM - 11:40 AM

      Guest Executive Forum With Oracle: Adapt To The Modern, Unstructured Customer Life Cycle

      Marketing leaders must deliver personalized experiences. But legacy segmentation and linear journey campaigns are not sustainable. Modern marketing leaders are driving individual customer experiences by empowering their teams to work more effectively with real-time customer behaviors, activities, and preferences. Learn how to:

      • Create adaptive, strategic approaches to customer behaviors and needs.
      • Incorporate multiple channels into your customer life-cycle strategy. 
      • Align teams and processes to build a better customer life cycle.
    • 11:10 AM - 11:40 AM

      Guest Executive Forum With Rise Interactive: Mastering Your Digital Marketing Mix

      With the proliferation of channels and mountains of data available, it often becomes a juggling act for marketers to find the appropriate digital mix. Learn how to develop a road map for success that will allow you to maximize return and own the moments that matter with your customers. Attendees will learn about:

      • Using data to define areas of greatest opportunity.
      • Mapping your marketing mix to brand goals.
      • Maximizing marketing investments​.
    • 11:10 AM - 11:40 AM

      Guest Executive Forum With Gigya: Identity Fuels Your Customer Journey

      We can all agree that the customer journey is mission critical to our success. But how do you make that experience as customized as possible? Long considered to be just the management of user IDs and passwords, customer identity management is quickly becoming the most important tool in the marketer's arsenal. In this session, we'll discuss:

      • What customer identity management is.
      • How identity management is being done today and how it's different from data management platforms and master data management.
      • How identity ties into your marketing technologies and fuels your marketing initiatives.
    • 11:10 AM - 11:40 AM

      Guest Executive Forum With Teradata: Moving From Personalization To Individualization: Strategies Using Individualized Insights To Drive Value

      The pace of today’s ever-changing digital landscape means one sure thing for modern marketers: disruption. What marketers now understand is that technological change is inevitable, and the rate of change will never be slower than it is today. So what does that mean? The most proactive organizations choose to transform themselves before their competitors and customers force change upon them. The challenges are vast, but so are the opportunities. Learn how marketing leaders have taken steps to use individualized insights to integrate their digital channels into an overall brand engagement with their customers.

    • 11:40 AM - 11:50 AM

      Intermission
    • 11:50 AM - 12:20 PM

      Learning With Leaders: How Best-in-Class Organizations Combine Marketing And Advertising Technology For Results

      Join Google Director of Data and Measurement Platforms Steve Yap and Forrester Customer Insights Principal Analyst Rusty Warner in exploring new research and discussing how best-in-class organizations are combining marketing and advertising technology to drive business results.

    • 12:20 PM - 12:30 PM

      Intermission
    • 12:30 PM - 01:00 PM

      Charting A Course For Brand Recovery

      In the wake of a series of negative and well-publicized events in early 2013, Carnival Cruise Lines has since engineered a strong recovery and ranks as the No. 1 improved US brand in terms of consumer perception over the past year. Forrester analyst Sheryl Pattek talks to Jim Berra about:

      • How to build an effective brand recovery plan and the steps Carnival took.
      • Lessons learned along the journey.
      • How the crisis has made Carnival a more effective marketing and consumer-focused organization.

      Interviewed by: Sheryl Pattek, Vice President, Principal Analyst, Forrester Research

    • 12:30 PM - 01:00 PM

      Master The Next Wave Of Social

      Pamela Brown, Digital Lead, Johnson & Johnson

      Most marketers now use social media, but many are also struggling to unlock its full potential. Constantly shifting technologies and platforms and rapidly evolving consumer behaviors only complicate the picture. Yet social media can uniquely help marketers engage customers across all stages of the customer life cycle. In this panel, frontline marketing leaders will explore their own best practices in: 

      • Creating a strategic approach for social programs that deliver real business value.
      • Building the business case for investment and change.
      • Designing and deploying the right benchmarks and metrics to gain insight and improve performance.
    • 12:30 PM - 01:00 PM

      The Counterintuitive Consumer: How To Understand Behavior Using A Multidimensional Approach

      Gina Fleming, Senior Analyst, Data Insights, Forrester Research

      With floods of consumer data, marketers often struggle to make sense of it all. Adding to this complexity is the fact that consumers are inherently irrational, and simply using one source of consumer insight doesn't always reveal the true story. This session will walk through:

      • Why an irrational consumer makes it difficult for marketers to understand consumer motivation.
      • How a multidimensional, 360-degree method minimizes bias.
      • A brief case study in consumer attitudes toward wearables.
    • 12:30 PM - 01:00 PM

      Where Will People See You?

      In a world where consumers increasingly control the time, source, and device of their video entertainment choice, many marketers now struggle to get their messages through. And it's only going to get worse: In the US, 82% of 18- to 34-year-olds now watch online video every month (as do two-thirds of 35- to 54-year-olds). Digital video will grow 20% annually over the next five years, increasingly fragmenting consumers’ video viewing habits. In this session, Jim will explore how marketers can finally leave behind the habits born of a TV-centric planning mindset and recapture this elusive consumer: 

      • What is the breadth of video advertising opportunities available today and in the future?
      • How to weigh attention, engagement, and viewability when comparing TV, video-on-demand (VOD), online, and mobile opportunities.
      • New planning approaches that use big data to achieve mass audience scale through niche buying strategies.
    • 12:30 PM - 01:00 PM

      Build An Ecosystem To Win In Your Customers’ Mobile Moments

      Brands can't act like destinations, and expect that consumers will download their apps or visit their mobile websites. They must go engage their customers where they already are. In this session, Julie will answer:

      • What are the key challenges facing brands today in mobile?
      • What are the biggest opportunities to engage consumers in their mobile moments?
      • What steps should marketers take to win in their customer mobile moments?
    • 01:00 PM - 01:50 PM

      Networking Lunch In The Solutions Showcase