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MARKETING 2016

Forum For Marketing Leaders #FORRMktg

Tuesday, April 26, 2016 - Wednesday, April 27, 2016New York, NY

Track Description

Go even deeper into today's key marketing trends with specialized presentations from some of Forrester's top analysts.

Track Description

MARKETING 2016 will include a dedicated track focused on risk, security, and privacy for marketers. We will explore mobile security, malvertising, social media risk, consumer data privacy management, and identity management.
  • Tuesday April 26

    • 07:30 AM - 08:30 AM

      Networking Breakfast

      OPEN BREAKFAST

       

      Partnered with Visual IQ. Click here to learn more!

      Also Featuring:

      Invitation Only

      VIP BREAKFAST, partnered with Pointillist. Click here to learn more!

       

       

    • 08:30 AM - 08:45 AM

      Welcome
    • 08:45 AM - 10:20 AM

      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.

    • 10:20 AM - 11:00 AM

      Networking Break, including:

      AFTERWORDS

       

      Audience Q&A series with our keynote speakers.

       

    • 11:00 AM - 11:40 AM

      Track A

      Deep Dives: B2B, Data, Loyalty, Media, And Mobile

      Deep Dives: B2B, Media, Mobile, And Data

      CREATE LIFETIME CUSTOMER RELATIONSHIPS WITH ADVOCATE MARKETING

      It's time to tie independent programs together and use advocate marketing to accelerate your market reach, deepen engagement, and build longstanding relationships that can persist over time and across companies. With Laura Ramos, Vice President, Principal Analyst, Forrester.

      Partnered with Oracle

       

      ADOPT AN APP+ STRATEGY

       

      Your best customers typically prefer your app and not your mobile website, but they depend on both. Marketing professionals must pursue an “app+” strategy to maximize their potential to win, serve, and retain their customers in their mobile moments. With Julie Ask, Vice President, Principal Analyst, Forrester.

       

      THE PRACTICE OF PROGRAMMATIC

       

      Richard Joyce will lead a discussion focused on how marketers navigate people, processes, and technology in today’s digital media buying ecosystem. Featuring: Jennifer Dalipi, COTY; Sumaiya Balbale, Jet.com; and Philip Ma, JetBlue Airways.

      Partnered with Visual IQ

       

    • 11:00 AM - 11:40 AM

      Track B

      Deep Dives: Risk, Security, And Privacy

      Deep Dives: Risk, Security, And Privacy For Marketers

      BRAND RESILIENCE: FLOURISH IN THE FACE OF CONSTANT CRISIS

       

      Brands are more vulnerable than ever before. Product failures, cyberattacks, consumer activism, supply chain disruption, social unrest, and more — marketers have to prepare for the inevitable and become more proactive in how they monitor and protect their brand. Develop a risk-based strategy to better detect, mitigate, and craft the appropriate response for a variety of crises, potentially turning even a near catastrophe into a positive brand experience. With Nick Hayes, Analyst, Forrester.

       

    • 11:40 AM - 11:50 AM

      Intermission
    • 11:50 AM - 12:20 PM

      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

    • 11:50 AM - 12:20 PM

      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

    • 12:20 PM - 01:20 PM

      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!

    • 01:20 PM - 03:10 PM

      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.

       

    • 03:10 PM - 03:20 PM

      Intermission
    • 03:20 PM - 03:40 PM

      Solutions for your Enterprise - Technology Demonstrations

      Partnered with Jumpshot, Origami Logic and RedPoint.

    • 03:20 PM - 03:40 PM

      Track B

      Deep Dives: Risk, Security, And Privacy

      Deep Dives: Risk, Security, And Privacy For Marketers

      EMBRACE THE DATA BREACH OPPORTUNITY

       

      How you notify and respond to customers and employees following a data breach sets the tone for recovery. Seize the opportunity to respond in a coordinated way consistent with your brand in order to reassure customers and rebuild their trust. To do so effectively, you must work together with your firm's incident response team to have a communications plan in place before a breach occurs. With Heidi Shey, Senior Analyst, Forrester.

       

    • 03:40 PM - 04:20 PM

      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.

       

    • 04:20 PM - 05:30 PM

      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.

       

    • 05:30 PM - 07:00 PM

      Networking Reception

      Partnered with ICF Olson.

  • Wednesday April 27

    • 07:30 AM - 08:30 AM

      Networking Breakfast

      Also Featuring:

      Invitation Only

      VIP BREAKFAST, partnered with Google. Click here to learn more!

    • 08:30 AM - 08:45 AM

      Welcome Back
    • 08:45 AM - 09:40 AM

      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.

       

    • 09:40 AM - 10:50 AM

      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.

    • 10:50 AM - 11:30 AM

      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.

       

    • 11:30 PM - 12:10 PM

      Track A

      Deep Dives: B2B, Data, Loyalty, Media, And Mobile

      Deep Dives: B2B, Mobile, And Loyalty

      MANAGING THE TRANSITION FROM DEMAND GENERATION TO LEAD-TO-REVENUE MANAGEMENT

      The growing adoption of B2B marketing technology is driving a change in the role and remit of B2B marketing. This session will explore the need for disruptive change and introduces a framework you can use to envision, plan, and execute the transition. With Lori Wizdo, Vice President, Principal Analyst, Forrester.

       

      LEVERAGE LOYALTY TO CREATE CUSTOMER OBSESSION

       

      Loyalty fuels customer obsession and is a critical component for success in the age of the customer. Learn how to get the most out of your loyalty program. This session will help companies understand how to generate insight from their loyalty program that will make them even more customer-obsessed — ultimately driving better customer relationships and improved profitability. With Emily Collins, Senior Analyst, Forrester.

       

      MOBILE ENGAGEMENT AUTOMATION

       

      With more than 30 billion mobile moments happening each day in the US alone, marketers need automation to deliver against high customer expectations in real time. Jennifer Wise, Senior Analyst, Forrester, will host a discussion with Conner Boyd, Senior Product Manager, Rent The Runway; Adam Warburton, Head of Mobile, Travelex; and Fabian Seelbach, International, Lumosity.

    • 11:30 AM - 12:10 PM

      Track B

      Deep Dives: Risk, Security, And Privacy

      Deep Dives: Risk, Security And Privacy For Marketers

      SECURE YOUR BRAND AND DIGITAL PRESENCE FROM MALVERTISING

       

      Malvertising is one of the security threats creating the latest buzz. Using the mechanics of the advertising ecosystem to their advantage, attackers are serving malware to users through web advertisements, further fueling the battle between consumers and advertising. Marketers must act now to mitigate the security threat of malvertising or risk losing customers, diminishing their digital marketing presence, and ruining the brand's reputation. With Kelley Mak, Researcher, Forrester.

       

    • 12:10 PM - 12:20 PM

      Intermission
    • 12:20 PM - 12:50 PM

      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.

    • 12:20 PM - 12:50 PM

      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.

    • 12:20 PM - 12:50 PM

      Track B

      Deep Dives: Risk, Security, And Privacy

      Deep Dives: Risk, Security, And Privacy For Marketers

      CONNECT WITH YOUR CISO AND DRIVE CUSTOMER TRUST

       

      Trust is an essential component of doing business in today's digital world, and, increasingly, customers will not be willing to hand over their valuable personal information if they believe your firm will not properly protect it. By working with your CISO, you can ensure that customer obsession is front and center in your organization's security thinking and avoid any risk of losing your customers' trust and business. With Martin Whitworth, Senior Analyst, Forrester.

       

    • 12:50 PM - 01:30 PM

      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!

    • 01:30 PM - 03:00 PM

      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.

    • 02:55 PM - 03:00 PM

      Closing Remarks