Whitepaper “Live” Sessions are 20 minute sessions in the Experience Zone, presenting case studies and co-client presentations. Learn more about innovative solutions and then go back to the office and apply immediately what you have learned.
- 20 minute sessions
- Case Studies from leading industry technologies and services
- Insight and Best Practice from companies working with the world’s Fortune 1000 brands
Monday, October 8th
10:10 AM – 10:30 AM
Mining Millennial Gold: Their Media Preferences and How to Reach Them
New research from Canada Post reveals that life stage—not age—defines us. Join Canada Post as we share the latest research on millennials and how their media habits compare with other generations. Get ready for some interesting—and surprising—insights into this coveted cohort. Expect tips and tricks on how to connect with millennials today and make life-long customers for your business.
Director, Enterprise Marketing, Canada Post
10:40 AM – 11:00 AM
Intelligence at the Core
In today’s data obsessed landscape it is easy to focus on data acquisition rather than data inquisition. An increasingly common situation arises where companies have an exponentially increasing amount of data over time, but a diminishing amount of intelligence and insights. In this whitepaper session, we will explore examples in which standard data products and outputs were replaced by actionable intelligence products.
SVP, Marketing Sciences, RAPP
11:10 AM – 11:30 AM
Real ROI with AI, Live Customer Case Study: Tinyclues’ Campaign Intelligence Solution
Increases Campaign Revenue by 49%
In this session, you will hear from Tinyclues’ Senior Director of Product Marketing, Francois Laxalt, as he shares best practices & real-life examples of the power of deep learning for campaign intelligence. You will also learn from Road Scholar in this live, customer case study.
You’ve found your target audience. You have good creative. But at some point, your campaign performance will stall. Why?
The truth is that no matter what you do, how well you target, how optimally you optimize your creative, or how agile you are, your campaigns are likely to join the millions of others that hit a performance wall.
Campaign Intelligence powered by deep learning can get you over that wall. The average Tinyclues client experiences a 49% increase in campaign revenue and an 11% decrease in campaign unsubscribes.
Tinyclues takes this session to show how their AI-First SaaS solution revolutionizes campaign targeting and optimization in a way that no other solution has ever been able to do. Just input your ideas and goals and our campaign intelligence solution will leverage the “tiny clues” to find your future buyers and optimize your marketing plan.
Road Scholar will take this talk together with Tinyclues to delve into several familiar marketing challenges: How can you find the future buyers for your products, in the days following your campaign? How can you be more relevant, decrease unsubscribes, and increase campaign revenue? You will see the unique way in which they were able to overcome these challenges, their specific business impacts, and more in this can’t-miss session.
Senior Director of Product Marketing, Tinyclues
11:40 AM – 12:00 PM
Architect Data-Driven Customer Experiences
Use your data to create customer experiences—winning lifetime customers. In this session, you will see how DecisionMines, a data-driven solution, leverages machine learning and prescriptive analytics to help you make the best choices in order to grow your programs and improve your customer experiences. Put your data to work and let it help you improve your decisions by synthesizing the Art of Judgement and the Science of Data.
We will discuss and demonstrate how to gain better visibility and control operations, along with the following:
- Optimize media mix: A more actionable perspective of media mix data can help you allocate and optimize budgets across media channels for effective ROI.
- Identify data patterns in customers’ journeys and prescribe next best actions: Understand the context of your customers’ actions and incrementally improve marketing efforts, in turn making your brand connect with your customers, leading to improved revenue.
- Improve customer retention: Understand and predict changes in your customer’s behavior and provide opportunities to reactivate dormant customers using your data.
VP, Digital Services
1:55 PM – 2:15 PM
The Growth Imperative
Connect with the Fastest Growing Consumer Segments
Asian, African-Americans, and Hispanics are driving over 95% of the recent and future population growth in the U.S. Industry leading companies, from retailers to financial services firms, are seeing more of their sales revenue growth come from these New Mainstream consumers. The question is, how do brands, data providers, and agencies take advantage of these fast-moving consumer groups to achieve growth via traditional and digital media channels?
Attend and you’ll learn:
- Where the true growth is coming from
- Why connecting real audiences offline to online is crucial to success
- How to deliver and match back campaign results to show ROI and growth
VP Business Development, Geoscape (a Claritas company)
2:25 PM – 2:45 PM
Putting a Human Touch Back into Marketing
Marketing has moved away from an authentic, customer-centric approach. In a race to the bottom of the digital barrel, we’ve lost sight of what it means to truly connect with our audiences. Daniel Gaugler, CMO of PFL, digs into popular marketing trends, showing you why – and how – you should bring heart back to your programs.
- See how to reach tomorrow’s decision makers, today.
- Explore how the biggest brands send powerful buying signals.
- Dig into channel orchestration – it’s not as scary as it sounds.
- See how PFL has turned these trends into real-world marketing campaigns. We’ll share everything we’ve got!
2:55 PM – 3:15 PM
Bridging the Digital and Physical Divide
Description coming soon!
Executive Director, Product Management, USPS
3:25 PM – 3:45 PM
The Many Use Cases of a CDP
How personalized is your customer outreach? How can a CDP help provide radically relevant customer experiences? Join us as we break through the hype around CDPs.
By presenting use cases across the customer lifecycle, we’ll discuss how a CDP can help you provide a cohesive customer experience at each step.
VP, Marketing, ActionIQ
Head of Industry Insights, ActionIQ
4:05 PM – 4:25 PM
The Art of Movement Science: Activating Device and Location Signals
Verve VP of Insights and Analytics, Tim Gough, and VP, Data Science, Gary Ng, discuss the challenges in assessing and leveraging mobile device movement insights to create contextualized and personalized brand experiences, as outlined in Verve’s recent eBook, Movement Science: An Advertiser’s Guide to Activating Device and Location Signals. Attendees will gain an understanding of:
- Why mobile device movement patterns matter
- How and Why movement insights can offer the highest level of precision targeting
- How brands should evaluate mobile location partners
- How location intelligence informs deeper consumer insights for optimal campaign performance
VP, Data Science, Verve
Vice President, Insights and Analytics, Verve
4:35 PM – 4:55 PM
Tuesday, October 9th
9:40 AM – 10:00 AM
Tap Into Targeted Address Intelligence to Gain New Customers
Canadians are expected to spend over $72 billion on online shopping by 2021. Canada Post has the data to help you reach this group of shoppers and grab a piece of this pie. Join Canada Post as we share the best ways to use our 3 billion data points for respectful, intelligent targeting to Canadians. We will showcase acquisition and engagement case studies from companies like Wayfair and Google, and how they optimized their customer touchpoints along the path to purchase using data.
Tina Lavigne Lind
Director, Smartmail Marketing Strategy & Innovation, Canada Post
10:10 AM – 10:30 AM
Using Emotional Intelligence to Achieve Marketing Goals the Hallmark Way
Three years ago, it was predicted that customer experience would be the future of marketing. Today, we live in a world where our customers’ stories, journeys and relationships with brands are the most powerful form of marketing we can find. In this presentation, you’ll learn why brands that connect with consumers on an emotional level will be more successful than those that do not.
You’ll also learn:
- How emotional intelligence plays a role in customer experience and marketing in a bigger way than ever before.
- The 6 steps you need to create emotionally intelligent marketing.
- Real life examples of empathetic and emotionally intelligent marketing strategies from Hallmark.
Director of Customer Engagement, Hallmark Business Connections
10:40 AM – 11:00 AM