market segmentation / integration

1 Day Meeting

2015 Leadership in Digital Marketing

New York, NY - Oct 06, 2015

Overview

As the digital age has fundamentally changed how the customer functions on a day to day basis, it has also revolutionized the field of marketing. The same fundamental questions continue to dominate marketing: Who is my customer? How can I understand them better? How can we build their trust and loyalty and grow our business? But in today's technologically advanced world, the answers to these questions are rapidly evolving every day. Given the explosion of data and the plethora of new technologies available to harness it, marketing leaders must determine what tools they can use to efficiently and effectively understand their customers better. Simultaneously, marketers are being pressed to demonstrate the value of their products/services across multiple channels in order to convince today's economically constrained customer, while also building a relationship between the customer and the brand that is personal and valuable.

Argyle Executive Forum is bringing together leading marketing executives from a variety of industry verticals to discuss best-practices and innovative marketing strategies in a discussion-based format at our 2015 Leadership in Digital Marketing Forum. The forum will focus on several areas, including (but not limited to): the digital marketplace, the explosion of big data, the importance of analytical capabilities, social media, exceptional branding, etc.

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Speakers

If you'd like to recommend a speaker, please email speakerinquiry@argyleforum.com

Jesse Angelo

Jesse Angelo

Chief Executive Officer & Publisher

The New York Post

Kathy Bachmann

Kathy Bachmann

EVP, Managing Director, Americas

MarketShare

Ken Bausch

Ken Bausch

Vice President Marketing

World Kitchen

Deirdre Bigley

Deirdre Bigley

Global Chief Marketing Officer

Bloomberg

Ryan Bonifacino

Ryan Bonifacino

Senior Vice President, Digital

Alex and Ani

Glenn Burke

Glenn Burke

Vice President, Marketing & Business Development

Avis Budget Group

Paul Butcher

Paul Butcher

Head of Digital Communications

Citibank

Susan Canavari

Susan Canavari

Chief Brand Officer

JP Morgan Chase

Carlson Choi

Carlson Choi

Vice President, Digital Initiatives Group

Mattel

John Costello

John Costello

President, Global Marketing and Innovation

Dunkin' Brands

Michelle Cutter

Michelle Cutter

Vice President, Marketing and Digital Commerce

Tumi

Avi Dan

Avi Dan

Marketing/Advertising Blogger, Forbes

President, Avidan Strategies

Gary Davis

Gary Davis

Vice President, Global Field & Consumer Marketing

Intel Corporation

Aniko DeLaney

Aniko DeLaney

Chief Marketing Officer of Corporate Marketing

The Bank of New York Mellon

Leslie Doty

Leslie Doty

CMO

Reader's Digest Association

Jill Dyché

Jill Dyché

Vice President, SAS Best Practices

SAS

Lori Feldman

Lori Feldman

Global Head of Social Media & Digital Strategy

Cigna

Caitlin Fitzgerald

Caitlin Fitzgerald

Director of Sales

TrackMaven

Peter Friedman

Peter Friedman

Chairman & CEO

LiveWorld

Stacy Gordon

Stacy Gordon

CMO

LatentView

John Gottschalk

John Gottschalk

Senior Vice President of Dealer Relations, FordDirect

Ford Motor Company

Stephen Haffer

Stephen Haffer

Chief Information Officer/ EVP of Omni-Channel Customer Engagement

American Signature

Brian Hovis

Brian Hovis

Senior Vice President, Head of Digital Marketing, Global Consumer Marketing

Citi

Sharon Hudson

Sharon Hudson

Vice President of Advertising and Events

MarketingProfs

Scott Hurlbert

Scott Hurlbert

Vice President, Digital Channels

People's United Bank

David Ives

David Ives

Chief Revenue Officer

NewsCred

Denise Jack

Denise Jack

Sr. Director of Field Marketing

Lithium

Stephen Jalkut

Stephen Jalkut

Head of Marketing

Tokio Marine U.S.

Paul Jelinek

Paul Jelinek

SVP Business Development

Taboola

Vik Kathuria

Vik Kathuria

Head of Global Agency Relationships

Oracle

Scott McAllister

Scott McAllister

Senior Vice President, Digital Marketing & Revenue

Time Inc.

Carol McNerney

Carol McNerney

Vice President, Marketing Strategy, Insights and Operations

Pitney Bowes

Pamela Meek

Pamela Meek

Global Head of External Communications

SAS

Kathy Menis

Kathy Menis

Senior Vice President, Marketing

Signal

Bernhard Mors

Bernhard Mors

Vice President, Corporate & Digital Communications

MasterCard

Sam Norpel

Sam Norpel

VP, Digital Transformation & Acquistion

Lands' End

Amit Pandya

Amit Pandya

Marketing Strategy and Operations

New York Life

Inga Pross

Inga Pross

VP Sales & Marketing

Elizabeth Arden Red Door Spa

Raj Rao

Raj Rao

Vice President, Global eTransformation

3M

Chantal Restivo-Alessi

Chantal Restivo-Alessi

Chief Digital Officer

HarperCollins Publishers

Vicky Robertson-Mack

Vicky Robertson-Mack

Head of Marketing, Sears Home Services

Sears Holdings

Vivek Sharma

Vivek Sharma

CEO

Movable Ink

Sean Shoffstall

Sean Shoffstall

Vice President, Strategy and Innovation

Teradata Marketing Applications

Swan Sit

Swan Sit

Vice President, Global Digital

Elizabeth Arden

Clay Stobaugh

Clay Stobaugh

Executive Vice President, Chief Marketing Officer

John Wiley & Sons

Hilary Strauss Hahn

Hilary Strauss Hahn

Vice President, Strategic Partnerships. Customer Experience Evangelist

Frontier Communications

Robert Tas

Robert Tas

Chief Marketing Officer and SVP of Marketing

Pegasystems

Kevin Thompson

Kevin Thompson

Vice President Customer Experience and Development

Barneys New York

Helen Vaid

Helen Vaid

Vice President, Customer Experience, Web & Mobile

Walmart

Bryan VanDyke

Bryan VanDyke

Head of Digital Strategy

Morgan Stanley

Robin Wyatt

Robin Wyatt

Vice President, Marketing, Disney Theatrical Group

The Walt Disney Company

Agenda

This event will feature insights from top executives, including

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7:25am - 8:25am
Breakfast
8:25am - 8:30am
Argyle Executive Forum Opening Remarks
8:30am - 8:35am
Session Introducation Presented by TrackMaven

Caitlin Fitzgerald
Director of Sales
TrackMaven

8:35am - 9:10am
"Purpose. Innovation. Attitude"Â 

Managing in this brave new world of marketing requires more than expertise. Yes, it takes knowledge of audiences, markets, data and technology to succeed. But today, it also takes a culture of controlled risk-taking, a culture of experimentation and innovation. More so, it takes knowledge of self and the courage to test your limits, to trust and be brave. It boils down to three things: Purpose, Innovation and Attitude.

Susan Canavari
Chief Brand Officer
JP Morgan Chase 

9:15am - 9:35am
Fireside Chat Presented by Oracle

Featuring:
Vik Kathuria
Head of Global Agency Relationships
Oracle

Amit Pandya
Marketing Strategy and Operations
New York Life

9:35am - 10:05am
Coffee Break
10:10am - 11:00am
Breakout Sessions

Panel Discussion Presented by Taboola 

“Building Stronger Engagement With Storytelling and Discovery”

Session topics include but are not limited to:

  • In a world where everyone is connected and everything is measurable, how can marketers ensure that their content is engaging and will get noticed?
  • Best practices for creative, distribution and optimization learned from executing a successful content campaign
  • Delivering the most tailored, personalized content at all touchpoints to drive customer engagement
  • Exploring the most innovative channels and technologies to communicate with your customers
  • Successfully driving user engagement with branded storytelling
  • Measuring and demonstrating the ROI from these efforts to the executive team

Moderator:
Bernhard Mors
Vice President, Corporate & Digital Communications
MasterCard

Panelists:
John Costello
President, Global Marketing and Innovation
Dunkin' Brands

Paul Jelinek
SVP Business Development
Taboola

Swan Sit
Vice President, Global Digital
Elizabeth Arden

Kevin Thompson
Vice President Customer Experience and Development
Barneys New York

*Please note this session is off the record  

Panel Discussion Presented by Teradata Marketing Applications     

“Driving ROI & Brand Value through Actionable Data”

Session topics include but are not limited to:

  • How has today’s sophisticated, empowered consumer changed the way that your organization interacts with customers?
    • Understanding audience fragmentation and the multitude of  channels being utilized by customers throughout their decision process
    • How do you and your team facilitate brand engagement given this new dialogue
  • How are you aligning and integrating your brand’s efforts across multiple channels to drive engagement?
    • Specifically, how are you leveraging new tools and technologies to sift through data to better inform marketing efforts across multiple channels?
  • Extracting value from data to make informed business decisions and optimize revenue growth
    • Using analytics to identify high performance segments and driving profits in those areas
  • Utilizing new measurement tools and ROI to demonstrate the value of marketing within the organization

Moderator:
Glenn Burke
Vice President, Marketing & Business Development
Avis Budget Group

Panelists:
Leslie Doty
Chief Marketing Officer
Trusted Media Brands

Sam Norpel
VP, Digital Transformation & Acquistion
Lands' End

Sean Shoffstall
Vice President, Strategy and Innovation 
Teradata Marketing Applications    

*Please note this session is off the record  

Panel Discussion Presented By Movable Ink

“Adding Context to the Customer Journey”

Session topics include, but are not limited to: 

  • How to connect the dots to better understand the “big picture”.
  • Utilizing contextual marketing within the customer journey to drive engagement, conversions, and campaign performance
  • Building and evolving an email marketing program to evolve your brand to be best in class
  • Merging online and offline channels to serve consumers that move between them more effectively
  • Measuring channel contribution and apportioning marketing spend
  • Managing omni-channel campaigns and leverage data to create dynamic, personalized, and predictive content
  • Building a unified view of your customer across screens and devices
  • What does contextual marketing look like for digital marketers? You need to layer on context at different touchpoints, on different channels, and at different places in the customer journey

Moderator:
Scott Hurlbert
Vice President, Digital Channels
People's United Bank

Panelists:
Steve Haffer
Chief Information Officer/ EVP of Omni-Channel Customer Engagement
American Signature

Vivek Sharma
CEO
Movable Ink         

Bryan VanDyke
Head of Digital Strategy
Morgan Stanley

Group Discussion Presented by Simulmedia

“2015 Leadership Digital Marketing Group Discussion: Spotlight on Advertising”

Marketers today have many ways to reach customers and prospects, and new channels (digital advertising, online video, and mobile) offer CMO’s and digital marketing professionals exciting new ways to reach fickle buyer segments at the right time and place. Like explorers of old following a trail of clues to the treasure, leading marketers are using insights from digital activity data to connect advertising and buyer path-to-purchase activity to identify and capture more customer revenue. 

At the same time, they use data to understand and segment their customers, find new customers, and measure the performance of their marketing spend.  Data has become the wedge for marketers to drive change and justify new investments and with the onslaught of data empowering digital platforms, what impact does it have for TV and how will the two platforms evolve to complement each other?

Argyle Executive Forum, in partnership with Simulmedia, is bringing together marketing leaders from a variety of industry verticals at our 2015 Leadership Digital Marketing Group Discussion: Spotlight on Advertising to discuss best practices and lessons learned when leveraging audience data and advertising to achieve marketing success.

11:00am - 11:05am
Switch Track Sessions
11:05am - 11:55am
Breakout Sessions

Panel Discussion Presented byNewsCred

“The New Customer Journey: Why Content Defines How Consumers Meet, Engage and Return to Your Brand"

Session topics include, but are not limited to:

  • Identifying your customer’s experiences
  • How has the customer journey evolved over time and how do you identify when and how to reach your target audience?
  • Best practices for understanding today’s consumer journey and reaching their intended audience with impact.
  • How can content best impact the way customers choose to engage with your brand?
  • The effectiveness of marketing efforts along the customer journey and ways to improve and prove ROI along the way.

Moderator:
Ken Bausch
Vice President Marketing
World Kitchen

Panelists:
Deirdre Bigley
Global Chief Marketing Officer
Bloomberg

Lori Feldman
Global Head of Social Media & Digital Strategy
Cigna 

David Ives
Chief Revenue Officer 
NewsCred

Scott McAllister
Senior Vice President, Digital Marketing & Revenue
Time Inc.

Panel Discussion Presented by Lithium

“Leveraging Digital Marketing to Drive Results”    
 

Session topics include, but are not limited to: 

  • Where is your company with regards to integrating its marketing efforts across multiple channels to drive engagement? 
    •  How are you facilitating the intersection of traditional marketing and newer digital techniques? 
    •  How have your marketing plans and processes changed in the past few years to incorporate digital into your activities? 
    •  Have you taken incremental, experimental steps, or made significant investments in this areas?  What areas of the business have been involved?
  •  Can you share some of your early failures?  What did you try that just didn’t work, and what did you learn from that?
  •  Where/how have you experienced the greatest level of success with your digital marketing efforts
  •  Have any of you made any strides in how you measure and report ROI?
  •  Where are you in your ability to gain a single view of a customer?  Have you experimented with using big data analytics to obtain real-time customer behavioral insights to execute “next best action” marketing? 
  •  Has there been any other innovative use of analytics to support marketing in your organization?    

Moderator:
Denise Jack
Sr. Director, NA & APAC Field Marketing
Lithium  

Panelists:
Carlson Choi
Vice President, Digital Initiatives Group
Mattel

John Gottschalk
Senior Vice President of Dealer Relations
FordDirect

Pamela Meek
Global Head of External Communications
SAS

Robin Wyatt
Vice President, Marketing, Disney Theatrical Group 
The Walt Disney Company

Panel Discussion Presented by LatentView

“Using Analytics to Cater to the Multi Touchpoint Customer”

Session topics include, but not limited to:

  • How are marketers creating a more holistic view of customers across channels in real time?
    • What challenges are you encountering in building a thorough, real-time view of your customers? 
  • How are marketers leveraging this customer information to create personalized interactions that drive revenue?
    • Leveraging data to better tailor every interaction with each customer
    • Best practices in creating complementary touch points and how to track and integrate these across channels
  • Best practices in cross channel data connection and activation
    • How far along is your organization on the maturity curve?
    • Challenges encountered, success stories
  • Marketing’s transformation into a data driven science
    • Being the catalyst to help your marketing organization make this transition
    • Utilizing new measurement tools and ROI to demonstrate how marketing investments contribute to the organizational goals
    • Moving past simple descriptive analytics in order to be more predictive and prescriptive with a marketing goal orientation.

Moderator:
Stacy Gordon
CMO and Business Head - East Coast
LatentView

Panelists:
Paul Butcher
Head of Digital Communications 
Citibank

Carol McNerney
Vice President, Marketing Strategy, Insights and Operations
Pitney Bowes

Vicky Robertson-Mack
Head of Marketing, Sears Home Services
Sears Holdings 

Clay Stobaugh
Executive Vice President, Chief Marketing Officer
John Wiley & Sons

Group Discussion Presented by GoodData

“2015 Leadership Digital Marketing Group Discussion - Digital Metrics that Matter: Monetizing Data & Measuring the Customer Experience"

In the digital age, marketing is all about delivering a consistent, relevant and value-add brand experience wherever your customer might be. The next step in the evolution of big data is leveraging this data to benefit suppliers, partners, consumers, and others external parties. Depending on the industry, CMOs and marketers can help identify opportunities to unlock the value of this data to improve partner relationships, increase customer retention and generate new revenue streams. However, all organizations can approach defining the digital metrics that matter according to a set of best practices that we will cover during this session.

Argyle Executive Forum, in partnership with GoodData, is bringing together leading CMOs and marketing leaders from variety of industry verticals in a discussion-based format at our 2015 Leadership Digital Marketing Group Discussion – Digital Metrics that Matter: Measuring the Customer Experience in New York City. The group will focus on several areas, including (but not limited to):

  • How marketers can unlock the value in their data to bring to market new offerings to their partners
  • How CMOs can be a driver of this new source of revenue generation
  • Provide examples of industries that have successfully monetized their data
11:55am - 12:55pm
Lunch
12:55pm - 1:15pm
Thought Leadership Spotlight Presented by Marketshare

"Digital Measurement: You’re Doing it Wrong (And How to Get it Right)"

Your brand invests more in digital every year. But how accurately are you assessing digital performance?

If you’re like many marketers, you might be measuring digital effectiveness in the wrong way—and misdirecting online marketing investments as a result. 

Drawing on case studies, industry research, and MarketShare’s analytics experience with many of the world’s most recognized brands, this talk will explore where digital measurement can fall short—and how you can shift the analytics paradigm for more impactful digital investments.

You’ll be introduced to the right analytics approaches to:

  • Guide digital investments that amplify the overarching brand strategy;
  • Optimize digital initiatives for online and brick-and-mortar results; and
  • Understand the full path of attribution across each digital and addressable marketing touchpoint, getting greater visibility to the effectiveness of digital and direct marketing

You’ll learn concrete steps toward building predictive measurement programs that optimize marketing investments—and drive powerful 1:1 engagements with the right customers online.

Kathy Bachmann
EVP, Managing Director, Americas
MarketShare        

1:20pm - 1:40pm
Thought Leadership Spotlight Presented by SAS

“Smackdown in the C-Suite!”

Marketing executives are bummed out. They’re being newly measured on enabling the digital enterprise. But what the heck does that mean? 

Author, blogger, and SAS executive Jill Dyché will discuss the new role of Chief Digital Officer, coloring in how marketing executives can align with their digital peers—or claim the digital domain outright! Using case studies from her latest book, The New IT: How Technology Leaders Deliver Business Strategy in the Digital Age (McGraw-Hill, 2015), Jill will discuss where and how to begin the digital journey, the differences between marketing and digital executive roles, and a rapprochement that can result in renewing customer focus. She’ll argue how a combination of analytics and digital might just be Marketing’s new killer app!

What You Will Learn:

  • Why a digital strategy is a business strategy (and vice versa)
  • Similarities and differences between the CMO and the CDO
  • The right time for a Chief Digital Officer (maybe you’re it!)

Jill Dyche
Vice President, SAS Best Practices
SAS
 

1:40pm - 2:10pm
Coffee Break
2:10pm - 3:00pm
Breakout Sessions

Panel Discussion Presented by Pegasystems

“Are CMOs Headed for Extinction?”

Session topics include, but are not limited to: 

  • How are CMO responsibilities changing in response to the evolving nature and pace of buyer engagement in today’s digital, customer-driven world?
  • What offshoot roles are emerging that include a component of marketing, such as chief customer officer, chief experience officer, chief digital officer, etc.?
  • What does the road map for the role look like, and do CMOs have a skills gap on what’s needed to adapt and thrive?
  • How are traditional strategies and tactics changing given that buyers are now two-thirds to 90% of the way through their journey before reaching out to a vendor?
  • How can senior marketers excel at managing complexity and anticipating what’s right for customers in real time?

Moderator:
Robert Tas
Chief Marketing Officer and SVP of Marketing
Pegasystems

Panelists:
Ryan Bonifacino
Chief Marketing Officer and Senior Vice President, Digital
Alex and Ani

Michelle Cutter
Vice President of eCommerce and Marketing
Tumi

Aniko DeLaney
Chief Marketing Officer of Corporate Marketing
BNY Mellon

Raj Rao
Vice President, Global eTransformation
3M

Panel Discussion Presented by LiveWorld

“Improving The Customer Experience With Social Media”

 Session topics include, but are not limited to:

  • Learn how brands are evolving customer engagement to improve marketing and customer support experiences
    • Hear how marketers are turning customers into loyalists, and loyalist into brand advocates
    • Using social media to tell a story and emotionally connect with customers
  • Building brand loyalty through personal connections
  • Discover how social customer support has dramatically changed expectations
  • Understand how marketers are protecting themselves from brand hijacks and creating safe environments for customers

Moderator:
Peter Friedman
Chairman & CEO
LiveWorld

Panelists:
Jesse Angelo
Chief Executive Officer & Publisher 
The New York Post

Paul Butcher
Head of Digital Communications
Citibank

Inga Pross
Vice President, Sales & Marketing
Elizabeth Arden Red Door Spa

Hilary Strauss Hahn
Vice President, Strategic Partnerships. Customer Experience Evangelist 
Frontier Communications

Panel Discussion Presented by Signal

“The Value of a Clear View”

Session topics include, but are not limited to: 

  • Where are you in your ability to gain a single view of a customer?  Have you experimented with using big data analytics to obtain real-time customer behavioral insights to execute “next best action” marketing?
    • Has there been any other innovative use of analytics to support marketing in your organization?
  • Encouraging action through use of emotion in digital channels
  • Seizing opportunities to enhance retention and build stronger relationships
  • Best practices for taking control of your data to get a handle on digital identity
  • How are marketers leveraging this customer information to create personalized interactions that drive revenue?
    • Leveraging data to better tailor every interaction with each customer 
    • Best practices in creating complementary touch points and how to track and integrate these across channels

Moderator:
Brian Hovis
Senior Vice President, Head of Digital Marketing, US Bank and Mortgage
Citi 

Panelists:
Gary Davis
Vice President, Global Field & Consumer Marketing
Intel Corporation

Stephen Jalkut
Head of Marketing
Tokio Marine U.S.

Kathy Menis
Senior Vice President, Marketing
Signal

Chantal Restivo-Alessi
Chief Digital Officer
HarperCollins Publishers

3:00pm - 3:25pm
Coffee Break
3:25pm - 3:30pm 
Session Introduction Presented by MarketingProfs

Sharon Hudson
Vice President of Advertising and Events
MarketingProfs

3:30pm - 4:05pm
Fireside Chat

As the digital age matures, tech-savvy consumers expect seamless, cross-channel brand experiences no matter which device they may be using. In order to maintain a competitive edge, marketers need to be focused on creating exceptional and engaging customer experiences that effectively span screens and devices. At the same time, the need for tighter online security is greater than ever while marketers while strike a balance between being on the cutting edge of marketing strategy and keeping consumer information secure.

Join Gary Davis of Intel and Helen Vaid of Walmart.com as they discuss best practices and lessons learned during Fireside Chat moderated by Forbes blogger, Avi Dan. 

Gary Davis
Vice President, Global Field & Consumer Marketing
Intel Corporation

Helen Vaid
Vice President, Digital Store Operations
Walmart.com

Interviewed by: 
Avi Dan
Marketing/Advertising Blogger
Forbes 

4:05pm - 4:10pm
Argyle Executive Forum Closing Remarks
4:10pm - 5:10pm
Closing Reception

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