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
  • Emerging Trends
    • 10:45 AM
      Industry Expert: BlueRush
      Humanize Your Digital Experience with Personalization Technology
      Larry Lubin
      Founder, Bluerush

      In the digital age, customers are no longer forming strong relationships with the brand they covet. Turned off by face to face and telemarketing sales techniques, today’s customer turns online for a better experience and to save time and hassle. Discover how personalization technology can:

      • Improve your customer experience and customer satisfaction
      • Drive more loyalty among your best customers
      • Decrease your marketing costs with a just-in-time approach

      Learn about the fundamental technologies that can humanize your digital customer experience.

    • 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: Extractable
      How Financial Services Can Use Service Design to Earn the Digital Relationship
      Craig McLaughlin
      President/CEO, Extractable

      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: DotCMS
      DotsCMS Session Details Coming Soon
    • 11:15 AM
      Case Study: Guardian Life
      Listening to Consumers to Create Ongoing Relevancy and Brand Engagement
      Erin Meijer
      Director, Thought Leadership and Content Strategy, 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: NewsCred / NewsCred
      NewsCred / NewsCred Session Details Coming Soon
  • 12:15 PM
    Networking Lunch
  • Mobile & Web
    • 1:15 PM
      Industry Expert: Observepoint
      Observepoint Session Details Coming Soon
    • 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: RevJet
      How the Largest Market Opportunity in a Generation Will Define the Winners and Losers in Financial Services
      Mitchell Weisman
      Founder and CEO, RevJet

      SHHH! Did you hear it? Something big just changed. BOOM! Just now, the largest untapped business opportunity in a generation became yours for the taking. Mitchell Weisman, CEO of RevJet reveals why now is the time to act to take advantage of an enormous source of value that’s been hiding in plain sight. In the coming years, there WILL be winners and there WILL be losers — make sure to learn how your business comes out on top.
      Attend this session to arm yourself for this exciting new future where your organization

      • Creates perfectly personalized and optimized creative across display, mobile, social and video
      • Maximizes the real-world impact of your targeting and programmatic buying strategies
      • Unlocks previously unreachable new revenue streams effortlessly
    Customer Experience
    • 1:15 PM
      Essential Accessibility Session Details Coming Soon
    • 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

      Approaches from other industries

    • 2:30 PM
      Industry Expert: 4Point and Adobe
      4Point and Adobe Session Details Coming Soon
  • 3:00 PM
    Afternoon Break
  • 3:30 PM
    Industry Expert: Seismic
    Seismic Session Details Coming Soon
  • 4:00 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.

  • 4:45 PM
    Conference Adjourns to Day Two
  • 4:50 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
  • 8:45 AM
    Keynote: 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
  • 9:30 AM
    Case Study: Digital Transformation
    Evangelize Innovation in Your Culture to Stay Ahead of the Competition

    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.

  • 10:00 AM
    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 & Data
    • 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: Merkle
      Merkle Session Details Coming Soon
    • 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: Marketo
      Marketo Session Details Coming Soon
    • 2:00 PM
      Case Study: American Express
      Harnessing Programmatic Media and Cross-device Technologies to Scale Up Acquisition

      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.

    • 1:30 PM
      Industry Expert: Infor
      1:1 Digital Conversations
      Jason Rushforth
      VP & General Manager, Infor

      It’s no longer enough to simply engage with your customers – you need to have meaningful dialogue, no matter the channel. But as a marketer, you are burdened with fragmentation across applications, channels, and customer expectations. In order to win, you need a real-time marketing strategy that is customer-centric so you can engage with your customers in a relevant and respectful way across their entire journey.
      Join this session to learn how you can leverage technology to have meaningful 1:1 digital conversations with your customers by:

      • Delivering highly relevant customer interactions
      • Providing powerful customer insights
      • Streamlining tasks to keep campaigns robust and direct

      When you can anticipate the quickly changing ways customers interact with your brand, you can deliver on the promise of exceptional customer experience.

    • 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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