Welcome

Part One, featuring:

THRIVING IN THE POST-DIGITAL AGE

You've known for a while that your customers have increasing power over your competitive strategy. But remember that now empowered customers also believe they deserve something. And the boundary between physical and digital is irrelevant to your customers and even to the internal systems you use for planning and management. This means that even the most mature attempts at data-driven digital marketing are too siloed to meet customer needs and differentiate your brand. This session will equip you for your next marketing transformation.

In this segment:

Suzy Deering will explain the variety of valuable experiences eBay creates for its customers.

Forrester Analyst Shar VanBoskirk will discuss how to advance your firm past digital into a post-digital reality.

Mickey Mericle,will share her insights and learnings from Adobe’s journey and the broader evolution of digital transformation.

Forrester SVP of Data Insights Jill Chiara will share a quick glimpse into the very different buying behaviors of women and men.

Martine Reardon will sit down with Forum Host Carl Doty to discuss how Macy's uses mobile to build emotional connections with its customers.

Networking Break, including:

AFTERWORDS

Audience Q&A series with our keynote speakers.

Intermission

Partner Sessions

Consumer Relevance In An Increasingly Fragmented World

In the fragmented media ecosystem we live in, buying media hasn’t kept pace with the way consumers consume media. While an individual will receive advertising on multiple media channels during any given day that all contribute to one mind making a set of decisions, marketers rarely take advantage of the tools, technologies, and systems in place today to ensure that they are delivering the right combination of messages to each individual. The result is inefficient use of marketing budgets across media channels and consumers frustrated and confused by the messages they receive. In this session, Nishat Mehta from 84.51° will talk about innovative work they have done to help marketers plan, target, and measure the performance of their media across any addressable media channel.
With Acxiom

Digital Transformation And The Future Of Customer Experience

Customer engagement is no longer a one-way street — you must engage your customers across multiple channels and deliver the right content, at the right place, at the right time. In this session, Brian Weiss and Dan Burke will explore how the latest innovations from HP Software help you deliver personalized experiences that excite and engage audiences, reach new segments, and increase conversions.
With HP

Partner Sessions

Creating A Competitive Advantage Through Customer-Led Experiences

Today’s customers have higher expectations than ever before, and providing relevant experiences is critical to building their trust and loyalty. But as the complexity of their journey unfolds, how do you provide the personalized touch they expect during every interaction? In the session, Brad Messinger will explore how leading brands are integrating customer insights and personalization into their digital strategy. Through analysis, best practices, and practical examples, you’ll learn how to develop a customer-led experience to help your brand gain a competitive edge.
With Rise Interactive

Intuition, Curiosity + Data: A New Model For Marketing Analytics

In this session, Joshua Reynolds will provide an in-depth view of the marketing analytics landscape and the benefits and limitations of existing approaches. Reynolds will provide a playbook for integrating human intuition and curiosity into data methodology. It will include real-world examples of glorious mistakes to avoid and best practices to follow for turning data into growth-driving decisions.
With Quantifind

Networking Lunch

Also Featuring:

Invitation Only

VIP LUNCH, partnered with AudienceScience. Click here to learn more!

VIP LUNCH, partnered with Movable Ink. Click here to learn more!

Part Two, featuring:

CUSTOMER UNDERSTANDING

With the explosion of marketing and customer data, marketing professionals are tasked with turning data into useful insights that propel their businesses forward. Learn how to yield actionable insights from your company data.

In this segment:

Forrester analyst Srividya Sridharan will highlight how marketers must close the gap between insights and action with advanced customer insights methodologies and technologies as well as why they should balance quantitative and qualitative methods for customer understanding.

MGM's Lilian Tomovich will explain how she leverages consumer data to create more authentic personalized experiences.

Harry Tannenbaum, Head of Business Analytics, Nest

Paul Pellman of Google will explain how you can use your data to make sense of the customer journey, giving you the power to reach consumers when and where it counts.

Antonio Sciuto will reveal Nestlé Waters’ brand-new “war room” that displays real-time data showing customer journeys and tracking customer touchpoints.

Intermission

Solutions for your Enterprise - Technology Demonstrations

Partnered with Jumpshot, Origami Logic and RedPoint.

Networking Break, including:

AFTERWORDS

Audience Q&A series with our keynote speakers.

Theater presentation partnered with Adobe. Click here to learn more!

SPEED NETWORKING

Sign up for speed networking to connect with peers on-site, discuss best practices, trends, challenges, and solutions, and form lasting professional relationships that extend far beyond the Forum. Registration link coming soon.

Part Three, featuring:

CONTEXTUAL ENGAGEMENT

Your success as a marketer is based on your ability to create experiences that engage customers and deliver their desired value. Marketing leaders will succeed by focusing on experiences that score high on the three dimensions of direct customer relationships that matter most: frequency of interaction, depth of emotional engagement, and convenience delivered. Discover how you can leverage these three dimensions to make your marketing message more powerful.

In this segment:

Phil Bienert, Chief Marketing Officer, GoDaddy

Forrester analyst Rusty Warner will explain how successful firms anticipate moments of customer need and understand the current context to provide the right value, utility, or experience.

Bruce Weiss, Vice President of Marketing, Trojan

Panel moderated by Ryan Skinner, Forrester. Featuring: Tamara Mendelsohn, Eventbrite, and Amy E. Pascal, Johnson & Johnson.

Welcome Back

Part Four, featuring:

THE LEADERSHIP QUESTION

Customer-obsessed marketers aspire to deliver their brand promise in every touchpoint — digital or analog — along each customer's journey. Why is that aspiration so rarely realized? In two different panel conversations, six marketing leaders will discuss how they approach the challenge and the difficult tradeoffs they need to consider as they lead their teams towards customer obsession.

In this segment:

Panel moderated by Michelle Moorehead, Forrester. Featuring Michael Williams, Formerly of F1; Caralene Robinson, VH1; and Jon Potter, Moet Hennessy USA.

Panel moderated by Jenny Rooney, The CMO Network. With Kathy Collins, H&R Block, and Emily Culp, Keds.

Part Five, featuring:

THE POWER OF TRUST

Trust is the most critical component to develop and maintain your brand. Brands have to be trusted, remarkable, unmistakable, and essential (TRUE) to deliver brand equity. Out of the four dimensions of its TRUE brand compass, Forrester has determined that trust is the most critical component to create brand preference.

In this segment:

In the age of the customer, when people have more control and more choice than ever, trust becomes the most important brand value. Forrester analyst Fatemeh Khatibloo will explain how companies must foster trust with competence, integrity, and transparency to survive.

Panel moderated by Fatemeh Khatibloo, Forrester. Featuring Jason Kint, Digital Content Next; Buckley Slender-White, Automatic Labs; and Anne Murray, Southwest Airlines.

Christopher K. Wong of IBM will discuss how the increasingly important need for customer context is changing marketers' daily activities and driving the need for improved cross-functional collaboration.

Networking Break, including:

AFTERWORDS

Audience Q&A series with our keynote speakers.

SPEED NETWORKING

Sign up for speed networking to connect with peers on-site, discuss best practices, trends, challenges, and solutions, and form lasting professional relationships that extend far beyond the Forum. Registration link coming soon.

Intermission

Partner Sessions

Navigating The Journey To Digital Transformation

There is unimagined business disruption brought on by mobile, social, and real-time technology. Suddenly it’s a world where your customers are always online, in any location on any device — learning about and interacting with your brand. In this session, Susan Perry will discuss real-world examples on:

• How to culturally change business practices to align with new digital technology.
• Actionable strategies to unify your entire customer’s journey from their first awareness of your brand through to becoming a true brand advocate.
• Best practices to keep your brand relevant to the digital consumer, innovate the customer experience, and ultimately drive revenue via social.

Partnered with Hootsuite.

Deep Dives: Data

FIVE MOBILE MYTHS FROM A MILLENNIAL'S PERSPECTIVE

Millennials spend over two hours each day using their smartphones. Yet marketing leaders still haven't mastered how to engage these super users on their mobile devices, and millennial behaviors are a great predictor of the mainstream. Data scientist and millennial Nicole Dvorak will use Forrester data to uncover the truth behind common mobile misconceptions. Discover why apps aren't enough, how smartphone usage and commerce differs from tablets, and where companies stand today on key mobile priorities.

Networking Lunch

Also Featuring:

 Invitation Only

VIP LUNCH, partnered with TubeMogul. Click here to learn more!

VIP LUNCH, partnered with Percolate. Click here to learn more!

Part Six, featuring:

THE NEXT WAVE: AGE OF THE CUSTOMER

The rise of new digital devices and channels has radically altered consumers' media consumption habits. Emerging issues such as the internet of things present marketers with the opportunity to learn more about their customers and the way they use products in the real world. But what’s next? Learn what’s in store for the future of post-digital marketing and the implications it will have on your marketing organization.

In this segment:

In the age of the customer, more and more people are turning to marketing as a source of leadership. Forrester analyst James McQuivey will discuss what it takes to successfully lead your organization to become customer-obsessed.

Anna Fieler will explain why immediacy, personalization, and authenticity (IPA) remain POPSUGAR’s tried-and-true strategic pillars.

Michael Mendenhall will be joined by James McQuivey to chat about the evolving role of the CMO and also what the digitization of products (or the internet of things) means for our future.