market segmentation / integration

1 Day Meeting

2014 Chief Marketing Officer Leadership Forum:
Fall Event

Nov 06, 2014

Overview

The good news: the economy is slowly picking up speed, and consumers’ spending habits are reflecting that. The bad news: consumers are still being very cautious with their dollars, and they are now hyper-connected with each other and the media, granting them unlimited information and opportunity to scrutinize. Consequently, today’s CMO faces a lot more pressure to demonstrate value to consumers in a much more competitive market. There is an intensified need to maintain the exceptional components of a strong brand identity while also constantly re-tailoring the brand to the changing wants and needs of the modern consumer. Similarly, while CMOs feel pressure to maintain strong traditional marketing channels, they are faced with the challenge of taking advantage of the multitude of opportunities within digital marketing and smoothly integrating these into their overall marketing strategy.

Argyle Executive Forum is bringing together leading CMOs and marketing leaders from a variety of industry verticals to discuss best-practices and innovative marketing strategies in a discussion-based format at our 2014 CMO Leadership Forum taking place in San Francisco.

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Who Should Attend

Speakers

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

Julian Aldridge

Julian Aldridge

Former Vice President, Brand Evangelism and Activation

Charles Schwab

Jonathan Alloy

Jonathan Alloy

Vice President, Product Manager

Wells Fargo

John Boris

John Boris

Senior Vice President and Chief Marketing Officer

Shutterfly

Mark Calvey

Mark Calvey

Senior Reporter

San Francisco Business Times

Charles Castano

Charles Castano

Chief Marketing Officer

AAA Northern California, Nevada & Utah

Robert Chatwani

Robert Chatwani

Chief Marketing Officer, North America

eBay

Frederick Crosby

Frederick Crosby

VP of Marketing, Global Online / Mobile

Western Union

Seth Dotterer

Seth Dotterer

Vice President, Marketing

Conductor

Scott Eagle

Scott Eagle

Chief Marketing Officer

Conversant

Rahim Fazal

Rahim Fazal

Senior Director, Product Management Strategy, Oracle Social Cloud

Oracle

Melissa Felder

Melissa Felder

Chief Marketing Officer

California Academy of Sciences

Jordan Kretchmer

Jordan Kretchmer

Founder & CEO

Livefyre

Kyle Lacy

Kyle Lacy

Director, Global Content & Research

Salesforce Marketing Cloud

Marilyn Mersereau

Marilyn Mersereau

Senior Vice President & Chief Marketing Officer

Plantronics

Nancy Rehkopf

Nancy Rehkopf

Head of International Marketing and Communications

Wells Fargo

Mitch Rotter

Mitch Rotter

Senior Vice President, Brand Marketing

Ticketmaster

Francesca Schuler

Francesca Schuler

Chief Marketing Officer

BevMo!

Jeff Smith

Jeff Smith

EVP Global Solutions Marketing, Product Leadership

Nielsen

David Somo

David Somo

Vice President, Corporate Strategy & Marketing

ON Semiconductor Corp.

Karen Steele

Karen Steele

VP Corporate Marketing

VMware

Sejal Sura

Sejal Sura

Director, Global Consulting

Fractal Analytics

Helen Vaid

Helen Vaid

Vice President, Customer Experience, Web & Mobile

Walmart

Jon Vein

Jon Vein

CEO

MarketShare

Matt Voda

Matt Voda

Chief Marketing Officer

OptiMine Software

Ivan Wicksteed

Ivan Wicksteed

Global Chief Marketing Officer

Old Navy

David Williams

David Williams

Chairman and Chief Executive Officer

Merkle

Agenda

Download Agenda
7:45am - 8:45am
Breakfast
8:45am - 8:50am
Argyle Executive Forum Opening Remarks
8:50am - 9:25am
Fireside Chat
Ivan WicksteedChief Marketing OfficerOld NavyInterviewed by:Jonathan AlloyVP, Product ManagerWells Fargo
9:30am - 9:50am
Thought Leadership Spotlight Presented by Oracle
"Social Essential to Delivering Exceptional Customer Experiences"

A recent global study revealed that 91% of executives wish to be considered a customer experience leader in their industry. And more than 80% of those executives believe social is an essential part of the puzzle.  It’s not hard to understand why. Social has become a preferred method of communication for consumers. And businesses are realizing the many benefits of social including actionable insights, better service, driving sales and creating better customer relationships. When executed right, social can help win the hearts and minds of consumers and help develop lasting relationships. Join Oracle Social Cloud executive Rahim Fazal as he walks audiences through the imperative of social for every business wanting to be truly customer-centric.

Rahim FazalSenior Director, Product Management Strategy, Oracle Social CloudOracle*Please note this session is off the record.
9:50am - 10:15am
Coffee Break
10:15am - 11:05am
Panel Discussion
“Brand Engagement in the Digital Era”Session topics include, but are not limited to:
  • Leveraging big data to better understand the customer and improve the overall brand experience
  • How to measure success and understand consumer expectations of social and digital channels
  • Identifying and engaging influencers in your community
  • Utilizing the available channels in today’s technologically advanced world to engage with customers through all available touch points
  • How to keep your brand relevant to your customers/consumers
  • Delivering the most tailored, personalized content at these touch points
  • Understanding the multifaceted functionality of social media
  • Using social media to tell a story and emotionally connect with customers
  • Leveraging the business value of social engagement
  • Developing a strategy for paid, earned and owned media
Moderator:Melissa FelderChief Marketing OfficerCalifornia Academy of Sciences Panelists:Jordan KretchmerFounder & CEOLivefyreNancy RehkopfHead of International Marketing and CommunicationsWells Fargo   Mitch RotterSVP, Brand MarketingTicketmaster David SomoVP, Corporate Strategy & MarketingON Semiconductor Corp.Sejal SuraDirector, Global ConsultingFractal Analytics     Helen VaidVP Customer Experience, Walmart.comWalmart
11:10am - 11:30am
Thought Leadership Spotlight Presented by Salesforce Marketing Cloud
"3 Technology Trends Disrupting Consumer Behavior"

As a marketing leader, technology trends should be extremely important to every aspect of your business. They define the next generation of consumer behavior and ultimately engagement. Uber announces a valuation of over $10 Billion. They said it was a fad, yet Airbnb procures a million guests a month.That's 33,333 a day, or 1,388 an hour —all without owning a single bed, bath, or room. Not to mention, sensor use in products are growing at a 30% clip year over year.

Next up? "Next up" is what we need to understand as marketing professionals. Nearly every industry is impacted by technology and it is becoming increasingly more apparent that the consumer journey is being impacted as well. If you thought social media was disruptive, get ready for the next frontier.

Based on extensive research of over 10,000 consumers, Kyle will focus on the quickly evolving communication landscape and the impact of increased consumer mobility, localization, smart machines, and the power of social.

Kyle LacyDirector, Global Content & ResearchSalesforce Marketing Cloud
11:30am - 11:50am
Coffee Break
11:50am - 12:40pm
Panel Discussion
“Optimizing Marketing Performance”Session topics include, but are not limited to:Marketing’s transformation into a data driven science
  • How has digital transformed the way in which marketing executives structure their teams?
  • Leveraging data to optimize these interactions
  • Being the catalyst to help your marketing organization make this transition
  • Utilizing new measurement tools and ROI to demonstrate the value of marketing within the organization
  • Gaining access to value-rich data to help inform marketers of the highest performing channels
  • Using this data to support an increase in brand investment in successful channels and improve ROI
  • Best practices and challenges encountered in measuring cross channel engagement
  • Scrutinizing how investments into certain channels are driving results and using that knowledge to better target your spending 
Moderator:Marilyn MersereauSenior Vice President & Chief Marketing OfficerPlantronicsPanelists:Charles CastanoChief Marketing OfficerAAA Northern California, Nevada & Utah Robert ChatwaniHead of Consumer MarketingeBaySeth DottererVice President, MarketingConductor Jon VeinCEOMarketShare     
12:45pm - 1:05pm
Thought Leadership Spotlight Presented by Conversant
"5 Ways to Drive Digital Marketing Excellence Through Sharper Thinking"

We all strive for excellence in our marketing programs – but bad or outdated thinking can hinder our progress.  We can’t ever settle for “good enough” or “checking the box” when it comes to digital. The best way we can drive excellence is to jettison our outmoded or incorrect beliefs about digital.  This presentation focuses on 5 digital myths all of us need to stop believing – myths that really do make it far more difficult to achieve excellence.

The “Big 5” Myths in Your Way to Driving Marketing Excellence

  • You’re doing all that’s necessary to personalize your marketing programs to individual consumers
  • It’s too tough to demonstrate digital’s impact on offline sales
  • Vendor dating is better than vendor marriage
  • Simplistic attribution models like last click get us “close enough” to the answers we need
  • Your team needs to “get there first” on the gamut of marketing innovations
Scott EagleChief Marketing OfficerConversant   
1:05pm - 2:05pm
Lunch
2:05pm - 2:25pm
Thought Leadership Spotlight Presented by Merkle
“Connected CRM: Delivering on a Data-Driven Business Strategy”How do you lead a customer-centric, data driven business strategy in a disruptive digital world?  The answer is Connected CRM™.  When executed successfully, this approach will create a fundamental shift in your organization, placing the customer at the heart of the business strategy.  Join Merkle’s David Williams as he discusses the importance of an organizations ability to understand a consumer’s behavior and how that allows the organization to create personalized experiences that drive long term customer value and create sustainable competitive advantage. David WilliamsChairman and Chief Executive OfficerMerkle
2:30pm
- 3:15
pmPanel Discussion“Leadership Speaks: Mobile Marketing”Session topics include, but are not limited to:Discussing the shift to mobile
  • Has your organization addressed the shift in consumer behavior away from traditional devices towards mobile devices?
  • How far along is your organization in measuring your mobile marketing efforts?
  • Best practices for measuring mobile advertising
  • Have you encountered challenges in maintaining the same caliber of creative throughout your mobile campaigns?
  • How is your team going about building a unified view of your customer across screens and devices?
  • How to facilitate the intersection of traditional marketing and newer digital techniques
  • Best practices in aligning new marketing strategies with tried and true techniques for the greatest possible impact
  • Exploring various measurement tools and developments that allow marketers to integrate the traditional with the new, the offline with the online, etc.
Moderator:Jeff SmithEVP Global Solutions Marketing, Product LeadershipNielsen    Panelists:Jonathan AlloyVP, Product ManagerWells FargoJohn BorisSenior Vice President and Chief Marketing OfficerShutterflyFrederick CrosbyVP of Marketing, Global Online / MobileWestern UnionKaren SteeleVP Corporate MarketingVMware 
3:20pm
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 3:40pm

Thought Leadership Spotlight Presented by OptiMine Software

“Moving from Planning to Optimization with Agile Marketing Mix”

Today’s always-on environment, where new devices and channels crop up seemingly overnight, requires a shift in mindset from planning to perpetual testing and optimization. To capitalize on new opportunities to more effectively reach consumers while mitigating risk from unpredictable market dynamics, the most successful marketers today are taking an agile approach: continually gathering fresh insights and making incremental adjustments to optimize their marketing performance. We’ll highlight cases where optimization-minded marketers are adopting an agile marketing mix analytics approach to test new campaigns and channels; uncover hidden value in hard-to-measure channels such as mobile, social and offline; and take iterative action to mine untapped value in their marketing investments.

Matt VodaChief Marketing OfficerOptiMine Software *Please note this session is off the record.
3:40pm - 4:05pm
Coffee Break
4:05pm - 4:40pm
Fireside Chat
Julian AldridgeVP, Brand Evangelism and ActivationCharles Schwab     Interviewed by:Mark CalveySenior ReporterSan Francisco Business Times
4:45pm - 5:20pm
"Customer Engagement at BevMo!"

BevMo! operates in the most highly competitive beverage markets in the United States. Learn how they gained clear visibility into customer behavior to measure true integrated, omnichannel campaign effectiveness and used personalized offers across multiple touch points to improve customer retention and increase sales.

Francesca SchulerChief Marketing OfficerBevMo!*Please note this session is off the record.
5:20pm - 5:25pm
Argyle Executive Forum Closing Remarks
5:25pm - 6:25pm
Closing Reception

Sponsors

This event will feature insights from top executives, including

  • Thought Leadership Spotlight Partner

  • Thought Leadership Spotlight Partner

  • Thought Leadership Spotlight Partner

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