2016 Program

February 18, 2016
  • 8:00 AM
    Registration
  • 8:45 AM
    Opening Comments from Chair
    Edward Cotton
    Director, Strategy and Innovation, Butler, Shine, Stern & Partners
  • 9:00 AM
    Opening Address
    Mobile, Mobile, Mobile – Harness Growth Opportunities Everywhere Customers Want to Be
    Chris Curtin
    Chief Brand & Innovation Marketing Officer, Visa

    With the launch of new pay services and a marked shift in consumer shopping behaviors, mobile is the most dynamic and elusive channel for marketers. By harnessing unique qualities of mobile, there is an unprecedented opportunity to inspire, serve, and captivate consumers and drive your profitability. Develop capacity to:

    • Satisfy customer expectations on demand
    • Inject innovation into digital marketing
    • Integrate traditional, digital, and point-of-purchase
    • Build a digital center of excellence

    Capture moments that matter where your customers are ubiquitously connected.

  • 9:45 AM
    Keynote Address
    Digital Multiverse – Catalyze Large Scale Digital Transformation to Drive Organizational Success
    Tricia Blair
    SVP, Chief Digital Officer, Lincoln Financial Group

    Clear vision, strong execution, and resourceful teams are key success factors to tame the many facets of digital. Venture into the cutting edge of technology, multi-channel marketing, and mobile innovation. Create a digital framework to deliver year-over-year gains and fulfill your business objectives.

    Fortify your foundation to bank on the intersection between technology and interactive marketing.

  • 10:15 AM
    Speed Networking
    Ideas Factory – Develop Fresh Perspectives and Relationships with Senior Level Peers

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

  • 10:45 AM
    Morning Break
  • Big Data & Agile
    Track Chair: Munir Haddad, Founder & CEO, Kiosk
    • 11:15 AM
      Case Study: U.S. Bank
      Big Data in Action – Monetize Analytics to Improve Profitability and Customer Retention
      Deepak Nair
      VP, Head of Digital Intelligence, Targeting & Optimization, U.S. Bank

      At the core of U.S. Bank’s complex data network lays valuable business intelligence. Understand how technology can empower marketers and boost acquisition. Leverage predictive analytics to improve optimization, targeting, and your customer experience. Integrate solutions to:

      • Build a centralized data environment for all touch points
      • Construct a next best-action engine
      • Formulate a holistic view of customers
      • Deliver polished, personalized experiences

      Deploy analytics to deliver profits and client value.

    • 11:45 AM
      Best Practices
      Adopt Agile Marketing for Financial Services to Keep Pace with the Speed of Digital
      Barre Hardy
      Associate Partner, Marketing Performance Practice Lead, CMG Partners

      Realize how Agile for Marketing (A4M™) can meet immediate, specific needs of today’s financial services industry. Leverage A4M to enhance your customer experiences 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
      • Deliver the highest impact via customer experience
      • Increase team efficiency and continuously improve

      Enable your marketing team to perform better in the rapidly changing market with A4M.

  • 12:15 PM
    Networking Luncheon
  • Big Data & Agile
  • 2:00 PM
    Best Practices
    How to Build and Measure the Success of Your Content Marketing Strategy
    Shafqat Islam
    Co-Founder, CEO, NewsCred

    85% of consumers regularly seek out content from trusted experts when considering a purchase. Take away tactical advice and case studies from financial brands to enable you to build the foundation for your content strategy.

    • Content: Tell great stories that matter and do them at scale
    • Strategy: Questions you need to answer to define your content strategy
    • Distribution: How often and what channels to use for distributing content
    • Measurement: Determine ROI based on the different stages of the sales cycle

    Implement best in class practices in content marketing for financial services.

  • 2:30 PM
    Case Study: BECU
    More than Just Money – How Underdogs Can Win Consumers in Financial Services
    Stephen Black
    VP, Marketing, BECU / Boeing Employees Credit Union
    Alan Brown
    Co-Founder and CEO, DNA

    Founded 80 years ago, BECU is America’s fourth largest credit union with 13.6 billion in assets. Hear about the long-standing campaign that helped grow BECU to 950,000 members. Forge relationships and stand up to your competition with significantly larger budgets and retail footprints. Appeal to consumers by:

    • Debunking common misconceptions
    • Tapping into communities and shared values
    • Fostering positive word of mouth
    • Making the banking experience easier

    Leverage ingenuity and community roots to expand your business.

  • 3:00 PM
    Afternoon Break
  • 3:30 PM
    Spotlight
    Accelerated Acquisition – Increase New Account Volume, Quality and Media ROI
    Jared Lees
    Senior Manager, Industry Strategy for Financial Services, Adobe

    Increasing digital sales goals cause marketing teams to question their ability to scale and meet organizational goals over the next 2 to 3 years. Understand the capabilities available today to improve new account acquisition with greater efficiency. Create your plan to better target audiences and deliver dynamic content for more compelling experiences.

  • 3:50 PM
    Industry Expert
    How to Make Personalization Work for You
    Robert Mattson
    Director of Sitefinity Product Marketing, Telerik, A Progress Company

    Relevant content is what consumers want, whether they are looking to buy a new washing machine or researching services for their business. Delivering personalized content is the dream of many organizations, but often a nightmare to implement and maintain. Acquire the steps to successful personalization that every marketer should know and avoid common mistakes.

    • Leverage personalization in the sales and marketing funnel
    • Understand differences in B2B and B2C personalization
    • Pick your personalization battles based on data, audience and vehicle

    Learn where to use personalization for your business, from start to finish.

  • 4:20 PM
    Power Panel: Omni-Channel
    Surmount Barriers to Build a Customer Centric, High Performance Digital Ecosystem
    Michael Clark
    Vertical Markets Director, Financial Services, Experian Marketing Services
    Charles Moore
    SVP, Head of Digital Marketing, U.S. Bank
    Robin Nakamura
    VP, Global Web Digital Marketing, Franklin Templeton Investments
    Szabolcs Paldy
    VP, Digital Marketing, Discover Financial Services
    Jim Howard
    Chief Executive Officer, CrownPeak

    See how finance trendsetters achieve business priorities with digital marketing and communications. Go beyond pockets of innovation to improve client acquisition and loyalty. Scale your efforts and integrate digital assets across different channels and business lines. Develop expertise to:

    • Optimize global marketing programs vs. individual campaigns
    • Leverage voice of customer to create advocates
    • Use analytics to strengthen attribution and ROI
    • Identify revenue gaps and promote cross-sell

    Develop a cohesive omni-channel marketing ecosystem and achieve more with less.

  • 5:20 PM
    Conference Adjourns to Day Two
  • 5:30 PM
    Evening Cocktail Reception

    Brought to you by:

February 18, 2016
February 19, 2016
  • 8:15 AM
    Registration
  • 8:40 AM
    Opening Comments from Chair
    Edward Cotton
    Director, Strategy and Innovation, Butler, Shine, Stern & Partners
  • 8:55 AM
    Opening Address
    Marketing for the Modern World – Standing Out to Consumers with Digital First Thinking
    Alan Gellman
    Chief Marketing Officer, Esurance

    We live in an always-on world, being bombarded with 1,500+ messages each day. While marketers have built up sophisticated disciplines, they rarely integrate well. Break through to your customers by forgoing traditional biases and take the lead with digital. Connect the dots to:

    • Initiate with big ideas
    • Create a 360° immersive experience
    • Achieve real scale
    • Measure what matters

    Evangelize your brand to prosper in the digital economy with thoughtful integration.

  • 9:40 AM
    Analyst Briefing
    Social Evolution – Coping Strategies to Address Social Media Trends and Disruptions
    Ed Terpening
    Industry Analyst, Altimeter Group @ Prophet

    Altimeter has measured significant shifts in the priorities of social strategists. For the first time, there is a 30% drop in “scaling social programs,” replaced by priorities in digital integration, content marketing, and measuring social value. Sharpen your competitive edge by becoming a new breed of social business. Acquire crucial research to:

    • Prepare for the next wave of disruptors
    • Engage leaders to proliferate social across silos
    • Establish good governance
    • Create an adaptive digital marketing team

    Understand how you can stay ahead of the social revolution.

  • 10:10 AM
    Spotlight
    Strengthen Relationships and Conversion by Revisiting Your Customer Engagement Strategy
    Shyna Zhang
    Director of Product Marketing, Marketo

    Whether in retail banking, insurance or wealth management, consumers are determining their own buyer's journeys. Make omni-channel marketing a reality and enrich your customer relationships through digital channels. Learn how best-in-class marketers are mastering the art and science of digital marketing.

  • 10:30 AM
    Morning Break
  • Content & Personalization
    • 11:00 AM
      Case Study: J.P. Morgan
      Global Publisher – Increase ROI with Best Practices in Global Content Strategy & Operations
      Mitch Rose
      VP, Global Content Strategy, Planning, and Operations, J.P. Morgan Asset Management

      In order to create engaging content for prospects, B2B/B2C/B2BC clients, employees, investors, and the media, financial marketers must also assume the publisher role. Tailor your content strategy for multiple distribution channels and screens. Establish a model to:

        • Streamline creation and digital adaptation
        • Refine roles and processes for consistency
        • Leverage content management systems and metrics
        • Raise content quality across the enterprise

      Improve your content strategy and processes to reach the right audiences globally.

    • 11:30 AM
      Industry Expert
      Enhance Customer Experience with Personalization Use Cases for the Financial Institutions
      Yali Levy
      Customer Success Director, Evergage

      94% of businesses say personalization is critical to their success, including the ability to provide a better customer experience. Successfully implement web personalization programs to individualize your visitors’ experiences, drive engagement, and increase customer retention. Hear real-world examples to:

      • Personalize visitor experiences using behavioral data, CRM and 3rd party data sources
      • Create targeted real-time content and messages
      • Increase relevancy by carrying over content from social media outlets
      • Effectively up-sell and cross-sell

      Employ personalization to better acquire, up-sell and retain customers.

    Mobile & Search
    • 11:00 AM
      Case Study: City National Bank
      Leveraging the Power of Mobile Search Campaigns to Increase Response
      Munir Haddad
      Founder & CEO, Kiosk

      City National Bank’s (CNB) SEM strategy includes paid search, Re-targeting List Search Ads (RLSA), and mobile-preferred and mobile call extension campaigns. CNB has achieved a significant YoY increase in performance metrics in generating new leads and conversions. Learn about:

      • Hyper-targeting a “unique” High Net Worth audience in specific geos
      • Campaign structure and implementation to optimize results
      • Expanding Mobile SEM with a cross-device approach
      • Tailoring campaigns to “fit” geo differences

      Increase your brand awareness and drive increased response by harnessing the power of mobile SEM

    • 11:30 AM
      Industry Expert
      Redefining the 4 P’s of Financial Services in a FINTECH World
      Larry Lubin
      President & CEO, BLUERUSH

      In the new paradigm of marketing and sales where FinTech is trending, what is required of your company to sell? Develop a digital customer journey specifically designed to target and convert new customer segments. Walk away with a better understanding of:

      • The importance of digital experience to the customer journey
      • What content is needed to convert, onboard and retain customers
      • Industry best practices for financial services
      • Where to start if your company isn’t there yet

      Evolve the 4 P’s to help your business succeed in a FinTech driven world.

  • 12:00 PM
    Networking Lunch
  • Content & Personalization
    • 1:15 PM
      Case Study: Charles Schwab
      Content Metamorphosis – Implement a Cost Effective Editorial Process that Embraces Digital
      Olivia Gerhard
      Managing Director, Mobile & Content Distribution, Charles Schwab
      Tami Dorsey
      Editorial Director, Charles Schwab

      From blogs to rich media, share Charles Schwab’s digital-first approach to cultivate brand affinity with customers. Improve your editorial process to deliver impact across paid, owned, and earned media. Execute strategies to:

        • Personify brand values and transparency with storytelling
        • Repurpose creative assets without forfeiting customization
        • Meet regulatory requirements and eliminate duplication
        • Complement traditional advertising and reduce costs

      Convey your brand story with the most powerful content at every touch point.

    Mobile & Search
    • 1:15 PM
      Best Practices
      Connecting with Customers in the Digital World: Lessons from Leading Financial Disruptors
      Ryan Gibson
      EVP, Digital Strategy, Merkle
      Nimish Doshi
      Senior Director of Accounts, Merkle

      Today’s digitally-empowered customer expects more engaging and personalized interactions with their financial partners. Adapt your marketing efforts to drive awareness, leads, conversions, and revenue. Discover how to build expertise in SEO, PPC, acquisition, and journey management. Steal market share from your competitors by:

      • Funneling offline data to produce high quality leads online
      • Moving from channel-based to people-based targeting
      • Optimizing the conversion pipeline and connect the customer journey

      Drive high-value customers to your business through search and online marketing.

  • 1:45 PM
    SPOTLIGHT
    Video Explosion – Identify Video Imperatives to Deliver Brand Impact and ROI
    Stu Siegal
    Creative Director/Executive Producer, VideoLink

    By 2016, 86% of worldwide consumer traffic will consist of videos, making it the fastest growing digital platform. Overcome challenges as content becomes increasingly democratized, as it migrates to tablets and mobile devices. Compel audiences with rich, imaginative video content and advertising to increase your ROI.

  • 2:00 PM
    Spotlight
    Empowering Online Banking with Data Driven, Personalized Videos
    Shirley Adut
    Strategic Initiatives, North America

    Combining the impact of video with the relevance of personalization, Idomoo’s technology takes any business conversation and turns it into a more engaging and impactful Personalized Video. Join this session to learn how USAA, Quicken, Empower Retirement, and many more Financial institutions are using Personalized Videos to provide a superior customer experience and achieve exceptional campaign results.

  • 2:15 PM
    Mid-Afternoon Networking Break
  • 2:30 PM
    Power Panel: Optimization
    Enhance Digital Acquisition and Attribution through Testing and Analytics
    Nitin Bhutani
    VP, Marketing, LendingTree
    Kristina Nielsen
    VP, Digital Marketing, Bank of the West
    Steven Dupree
    VP, Marketing, SoFi

    Testing can generate tremendous insights into customer wants and needs. Layer social, demographic, and behavioral data to better allocate marketing spend and perpetuate sales. Personalize messaging with 1:1 marketing and increase conversion throughout your customer journey. Source tools and techniques to:

    • Get started on a tracking program
    • Implement A/B and complex multi-variant testing
    • Improve cross-channel attribution modeling
    • Refine segmentation and look-a-like analysis

    Apply testing to improve your campaigns and overall marketing efficacy.

  • 3:15 PM
    Case Study: Pacific Life
    B2B Roadmap – Utilize Social Media to Strengthen Sales and Independent Distribution
    Robert Knop
    AVP, Integrated Marketing, Pacific Life Insurance Company

    Follow Pacific Life’s development and launch of a practical social media roadmap to activate B2B sales and distribution channels. Discover how you can use LinkedIn to generate prospects, leads, and sales in a B2B setting. Get 5 key takeaways on how to:

    • Design a strategy and content approach
    • Establish relationships and increase sales
    • Tackle challenges and measure success

    Activate LinkedIn to raise your B2B sales performance.

  • 3:45 PM
    Conference Adjourns
February 19, 2016

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