2017 Program

February 27, 2017
  • 7:30 AM
    Registration and Breakfast
  • 8:15 AM
    Opening Comments from the Chair
  • 8:30 AM
    Keynote Address
    The Future of Marketing – Prepare to Lead the Pack in 2020
    Frank Eliason
    Partner, BrainTrust Partners
    Former Executive, Citi & Comcast

    Consumers today are demanding more from financial brands and growing distrustful of traditional advertising. FI marketers need to be more creative than ever to get ahead of the competition. Take away a roadmap on:

    • What financial marketing will look like in the future
    • Which technologies and trends are passing fads
    • Biggest opportunities for growth

    Look into the future of financial marketing to drive your digital returns now.

  • 9:15 AM
    Case Study: Citi
    Revitalize Your Digital Servicing Across Channels to Enhance the Customer Journey
    Rebecca Wooters
    Head of Citi Cards Customer Engagement, Citi

    Today’s consumer demands more and more convenience from their providers, and FIs are struggling to keep up. Enact an interdisciplinary strategy to provide a superior customer experience and cement loyalty. Develop an action plan to:

    • Leverage behavioral analytics and research to improve customer journey mapping
    • Create better solutions through Design thinking
    • Measure progress and respond quickly

    Put the customer at the center of everything you do to build longevity for your brand.

  • 10:00 AM
    Speed Networking
    Develop Fresh Perspectives and Relationships with Senior Level Peers

    Meet thinkers, doers, and trailblazers in digital marketing. Break the ice and get to know peer financial marketing executives during quick 3-minute rotations. Start your day off by making the right connections and gain exclusive knowledge!

  • 10:15 AM
    Morning Break
  • Big Data
    • 10:45 AM
      Industry Expert
      Advanced Segmentation and Clustering Techniques to Identify and Convert

      Big data and analytics now allow marketers to use algorithms to define customer segments. Identify new and valuable sub-segments to predict user behavior and make insights actionable. Take back to your office strategies to:

      • Define attributes of high-value visitor groups
      • Consider multiple and complex variables
      • Prioritize targeting activities based on insights

      Target segments that you didn’t think to engage before to increase profitability

    • 11:15 AM
      Case Study: BNY Mellon
      It’s a Brave New World: Leaning in to the New Age of Data, Digital and Content to Drive Returns
      Sheri Gilchrist
      Managing Director, Global Head of Marketing Services, BNY Mellon Investment Management

      Marketers are in a new world where digital, data, and content technologies can accelerate direct and digital marketing initiatives. Unlock the potential of digital and data to transform your marketing and impact topline growth. Take away expert insights on:

        • Emerging trends being used today
        • Making sense of the buzz about big data, IoT, and content intelligence
        • Staying true to the voice of the customer and brand

      Lean in to digital trends that will have the biggest impact on your marketing to thrive in this brave new world.

    • 11:45 AM
      Industry Expert
      Exploiting Moments of Influence to Reach Customers Who are Ready to Buy

      Micro-moments, a term coined by Google, are brief, intent-driven moments when consumers are looking to learn, do, or buy something. Make sure your brand is there for your customers in these moments and drive conversion. Develop a blueprint to:

      • Optimize mobile touch points to meet clients’ immediate needs
      • Incorporate location-based strategies
      • Gain deeper insights into customer intent
      • Connect with your potential clients in crucial moments to become their provider of choice.

    Content Marketing
    • 10:45 AM
      Industry Expert
      Optimizing Content to Attract, Retain, and Grow Share of Wallet With Your Customers

      78% of marketers in the financial industry report using content marketing, but only 25% of those consider themselves to be effective. Engage your audience with a content strategy that is uniquely differentiated from the rest. Get practical tips to:

      • Build relationships with your consumers by providing value
      • Engage throughout the brand journey
      • Deliver timely content while staying compliant

      Implement winning strategies to elevate your content.

    • 11:15 AM
      Case Study: Guardian Life
      Listening to Consumers to Create Ongoing Relevancy and Brand Engagement
      Laura Hahn
      Director of Marketing and Customer Engagement, Guardian Life
      Mari Pagliughi
      Director, Head of Digital Communications, Guardian Life

      Financial firms struggle to create the kind of content that creates continuing brand loyalty.  Zero in on your customers’ concerns and needs to deliver personalized social content that will catch attention and keep your clients engaged.  Take away strategies to:

      • Segment and identify the needs of key consumer groups
      • Implement social listening tools to discover growth opportunities
      • Design a strategic social calendar to keep content fresh

      Source your content strategy direct from consumers to align your brand and grow wallet share.

    • 11:45 AM
      Industry Expert
      Target Audiences Using Native Advertising to Increase Brand Recognition

      In the US, social native ad spend will grow to $4.57 billion by 2017. Create content your target market wants to consume to attract new customers. Walk away with an action plan to:

      • Earn trust by addressing prospects’ needs and interests
      • Leverage life-cycle marketing and personalization
      • Embed clear calls to action

      Raise your brand awareness organically with native ads.

  • 12:15 PM
    Networking Lunch
  • Mobile & Display
    • 1:15 PM
      Industry Expert
      Battling Bots – Minimizing Ad Fraud to Increase Human Impressions and ROI

      The ANA predicts that online ad fraud will cost marketers more than $7 billion globally this year. Get smart about your ad spend to reduce risk and increase viewability. Source practical tips to:

      • Improve planning and inventory selection
      • Evaluate options for third-party verification
      • Mitigate risk in programmatic and mobile environments

      Make strategic spending choices to increase quality human traffic for your brand.

    • 1:45 PM
      Panel: Mobile First
      Bringing Mobile to the Forefront to Meet Consumer Needs and Drive Conversions
      Tim Hong
      SVP Marketing and Product, MoneyLion
      Mark Goines
      Vice-Chairman & Former CMO, Personal Capital

      More than a third of consumers exclusively use mobile in their purchase decision-making, but mobile is still an afterthought for many firms. Center your strategy on the channel your clients really use to provide a superior user experience in financial services. Take away a roadmap on:

      • Deciding between web only vs. mobile first vs. mobile only
      • Key considerations in optimizing for mobile
      • Differences in mobile strategy between B2B and B2C

      Know when to put the “second screen” first to revitalize your customer journey

    • 2:30 PM
      Industry Expert
      Moments That Matter – Understanding Today’s Mobile Consumer

      The shift to mobile means that people are constantly connected. Understand how mobile moments are defining your consumer behavior and win with moment-centric strategies. Discover:

      • How mobile has changed us as consumers
      • The impact of mobile on the purchase journey
      • How international marketers are addressing the opportunity

      Satisfy consumers’ expectations on demand – where and when they want it.

    Customer Experience
    • 1:15 PM
      Industry Expert
      Using Customer Journey Maps to Make the Right Digital Investments

      The customer’s path to purchase is far from linear in today’s digital world. Understand your customers’ journey to know how and when to market to them. Master the success factors to:

      • Identify the interactions that have the most impact on loyalty
      • Investigate key areas for CX improvements
      • Investigate key areas for CX improvements

      Strengthen your strategy and achieve ROI through customer journey mapping.

    • 1:45 PM
      Panel: Website/UX
      Optimize Your Website to Create a Superior UX and Retain Customers
      Toby Rotman
      VP, Testing and Optimization, U.S. Bank
      Emily Friesen
      SVP Strategic Marketing, Arrowhead Credit Union
      Mike Chao
      Head of Digital Products and Capabilities, Blackrock

      Consumers today expect your website to be simple, seamless, and user-friendly. Master the key elements of web design and functionality that will keep your users coming back. Source best practices on:

      • Effective user testing
      • Facilitating task-completion
      • Approaches from other industries

      Revamp your firm’s web presence to attract and retain clients.

    • 2:30 PM
      Industry Expert
      Agile Marketing – Adjust your Strategy in Real Time to Increase Profits

      Every digital interaction customers have with your brand needs to be unified and up to date. Leverage agile to enhance your omni-channel CX while making optimal use of digital strategies and resources. Apply the methodology to:

      • Make the most of your resources – human and technology
      • Build customer-centricity into marketing strategy and execution
      • Increase team efficiency and continuously improve

      Execute consistent digital experiences across your touch points with agile.

  • 3:00 PM
    Afternoon Break
  • 3:30 PM
    Technology Showcase
    Capitalize on the New Tools for Your Brand to Enhance Your Digital Marketing Strategy

    Innovation in the tech sector will have huge ramifications on financial services. Gather intelligence on latest technologies and discover hidden opportunities for improving your marketing efforts. Get the insider’s perspective on emergent trends, including:

    • Automation
    • Content
    • Social

    Prepare your organization to maximize digital marketing success.

  • 3:45 PM
    Panel: Omni-channel
    Sending a Consistent Message Across Touch Points to Solidify Your Brand
    Juan Silvera
    CMO, Rabobank N.A
    Laura Wooster
    VP Marketing, John Hancock Insurance
    Nag-Bushan Odekar
    VP, Head of Marketing, Individual Markets, Great West Financial

    Achieving cross-channel parity is one of the most important factors in creating a customer-centric experience. Maintain a uniform presence across your platforms to make every interaction excellent. Overcome challenges around:

    • Keeping up with the speed of digital
    • Engaging customers of all generations
    • Engaging customers of all generations

    Deliver a truly client-centric experience to attract consumers to your brand.

  • 4:30 PM
    Conference Adjourns to Day Two
  • 4:45 PM
    Cocktail Reception

    Don’t miss this exclusive end-of-day gathering with conference speakers and attendees! Unwind, mingle and build relationships that will benefit you in the years to come.

February 27, 2017
February 28, 2017
  • 7:45 AM
    Registration and breakfast
  • 8:30 AM
    Opening comment from Chair
    Andras Lazar
    Director, Digital Acquisition, American Express
  • 8:45 AM
    Keynote: Digital Transformation
    Evangelize Innovation in Your Culture to Stay Ahead of the Competition
    Chris Nichols
    Chief Strategy Officer, CentreState Bank

    Technology is revolutionizing the way the companies communicate with their clients in every industry. Tap into the trends that will define the future of audience engagement and increase your digital returns. Take away insights from an industry leader on:

    • Getting the process right – how to ready your team to adapt to rapid change
    • Getting the process right – how to ready your team to adapt to rapid change
    • Reacting quickly to new trends like Pokemon GO

    Alter your approach now to capitalize on the trends of tomorrow.

  • 9:30 AM
    Case Study: PayPal
    Demand Generation in the Age of Data – Harnessing Personalization to Grow Revenue
    Elina Vilk
    Head of Marketing, Enterprise Solutions, PayPal

    FIs have more consumer data available to them than ever before, but still struggle with 1:1 marketing. Create personalized experiences to drive engagement and conversion using advanced behavioral analytics. Source practical tips to:

    • Leverage big data to create informative buyer personas
    • Uncover metrics to understand customer intent
    • Demonstrate ROI to senior management

    Harness the power of personalization to better understand your customers and drive conversion

  • 10:00 AM
    Spotlight
    Drive Conversion and Maximize ROI with Engaging Video Content

    Including video on a landing page can increase likelihood of conversion by up to 80%. Capture and hold your customers’ attention with video storytelling. Source practical tips to:

    • Make the most of your video budget
    • Tell the right stories and channels for your brand
    • Optimize for mobile platforms

    Reach your customers with video storytelling to attract new business.

  • 10:15 AM
    Morning Break
  • Attribution
    • 10:45 AM
      Fireside Chat: Charles Schwab
      Advanced Attribution and Testing Strategies to Optimize Your Marketing Spend
      Rahul Todkar
      VP, Enterprise Data Science and Marketing Analytics, Charles Schwab

      Attribution remains one of the most elusive challenges for modern day marketers. Devise a cutting-edge algorithmic model to measure and optimize your marketing mix across all channels. Create a blueprint on how to:

      • Integrate and measure online and offline contributions
      • Implement advanced media-mix modelling techniques
      • Evaluate in-house versus agency capabilities

      Use attribution modeling to accurately gauge your marketing efforts and increase ROI.

    • 11:30 AM
      Industry Expert
      Customer Insights – Leverage Your Mass Customer Data to Boost Marketing Effectiveness

      FIs struggle to extract real value from the vast amounts of data available. Cut through the noise and assess the right metrics to improve your conversions. Get expert advice on:

      • Tracking conversion rates across channels/li>
      • Audience measurement – where to focus/li>
      • Delivering personalized experiences based on analysis/li>

      Master data-driven marketing to gain actionable insights and grow your ROI

    • 12:00 PM
      Case Study: Credit Karma
      How to Measure the Complete Value of Marketing with Indirect Attribution
      Greg Lull
      Head of Consumer Insights, Credit Karma

      Popular finance platform Credit Karma has leveraged indirect attribution to fuel its growth from 3 million to more than 60 million members. Develop an attribution framework that delivers the best mix of consistency and rigor to maximize your ROI. Dig into strategies for:

      • Evaluating the interaction between online and offline channels
      • Understanding the challenges of incrementality
      • Utilizing leading indicators to make faster decisions

      Master indirect attribution to strengthen acquisition and grow market share.

  • 12:30 PM
    Networking Lunch
  • Real-time Marketing
    • 1:30 PM
      Industry Expert
      Enabling Compliant Marketing and Sales Pieces to Speed Up Success

      Regulatory guidelines in the financial industry are constantly evolving, and can slow down marketing efforts. Allow your team customization within defined parameters to deliver personalized, local content in real-time. Assess the benefits to:

      • Streamlining the process for all users to maximize efficiency
      • Reducing the redundancy of the creative approval process
      • Providing measurable ROI of branded content

      Better integrate your sales and marketing assets to maintain brand integrity

    • 2:00 PM
      Case Study: American Express
      Harnessing Programmatic Media and Cross-device Technologies to Scale Up Acquisition
      Andras Lazar
      Director, Digital Acquisition, American Express

      Intelligent, people-based targeting and the right bidding strategy remains key to taking acquisition efforts through display media to the next level. Leverage technologies to effectively market to prospects in a “multi-device” environment. Discover Amex’s approach to:

      • The transformation of the consumer card acquisition engine entering the “digital first” age
      • Enhancing targeting by leveraging 1st & 3rd party data to identify potential American Express card members more effectively
      • Adoption of “people-based” marketing through cross-device measurement and targeting platforms

      Capitalize on mobile and cross-device technologies to drive acquisition in a real-time bidding environment.

    Personalization
    • 1:30 PM
      1:30 PM Industry Expert
      How to Use Personalization to Enhance Your Customer-centricity and Brand Loyalty

      Today’s consumers demand personalized content and experiences that are “right for me.” Captivate your audiences through web and mobile personalization. Develop a roadmap to:

      • Personalize offers and create targeted content
      • Individualize interactions along the customer decision journey
      • Improve online conversations through automation & social listening

      Build your brand differentiation with personalization and improve loyalty.

    • 2:00 PM
      Case Study: Arrowhead Credit Union
      Creating Interactive Digital Tools to Capture Market Share
      Emily Friesen
      SVP Strategic Marketing, Arrowhead Credit Union

      Using an online tool, ACU leveraged consumer curiosity to gain a great share of wallet in loans. Entice your existing and potential customers with simple digital tools that focus on them. Take away ideas to:

      • Identify growth opportunities
      • Effectively use digital for cross-sell
      • Bring digital tools into the branch

      Develop engaging digital tools to grow wallet share and bring value to your customers.

  • 2:30 PM
    Afternoon Break
  • 3:00 PM
    Peer to Peer: In-house vs. Outsource
    Transform Your Agency Partnerships to Thrive in the Evolving Digital Economy

    As financial marketers strive to optimize and consolidate operations, functions traditionally served by agencies are being absorbed in-house. Identify where you can take on more weight, and where it pays to outsource. Source strategies from your peers on:

    • How to evaluate internal resources and scope of project
    • What your agency should do to create more value
    • What is next? Emerging trends you should watch

    Achieve balance in your business model to maximize your marketing dollars.

  • 4:00 PM
    Case Study: Capital One
    Breeding Continual Innovation Through Partnerships and Investments
    Amy Heidersbach
    VP – Platform, API & Developer Marketing, Capital One

    Creating exceptional digital experiences for customers is the key to differentiating your brand in today’s competitive marketplace. Embrace an open eco-system between FIs and external developers to create richer capabilities for your customers. Source your plan of action on:

    • Internal innovation vs. partnerships
    • Exploring messaging platforms, APIs, and rewards partnerships
    • Engaging your audience as developers

    Stay competitive in a world of disruption by embracing innovation.

  • 4:30 PM
    Conference Adjourns
February 28, 2017

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