Workshop A. Developing a Personalization Strategy: One Size Doesn't Fit All
Tuesday, December, 1: 9:00 a.m. - 12:00 p.m.
In this session, we will discuss the thinking necessary to build a strong personalization strategy for any organization. Illuminating a range of different types of strategy and effective scenarios for different organization types, we will pull back the details to understand the commonalities, decision paths, and frameworks for organizing these strategies.
The session will also ground the discussion in some operational complexity associated with personalization strategy, including:
- Assessing existing user behavior as a prerequisite of personalization strategy
- Audience segmentation and CRM
- The interaction between personalization strategy and UX planning
For attendees, the workshop will provide both an overview of this complex subject, and the chance to discuss their own challenges and align them with strategies that can work.
Workshop B. An Anatomy of a Digital Audit
Tuesday, December, 1: 9:00 a.m. - 12:00 p.m.
Marketing management has never been so exciting -- or daunting. The proliferation of digital tactics and lightweight technology has cleared the path for us to take genuine ownership of our operations, and be less reliant on other areas of the organization to do our jobs.
While this new reality is empowering, it also comes with challenges. Indeed, today's senior marketing manager is not only tasked with traditional responsibilities such as brand shepherding and lead generation, but also line items such as data analysis, technology portfolio optimization, and vendor relations.
To survive and thrive in this environment, it's become increasingly important for us to measure performance using a systems-oriented approach. In this workshop, attendees will learn how to assess their digital marketing operations in entirety, and identify opportunities for improvement and costs savings.
The session will explain a comprehensive 30-point methodology for conducting an assessment, with specific focus on the following four areas of the marketing operation:
- Advertising & Promotion: digital media (search, display / banners, classified, mobile, digital video, lead generation, sponsorships), organic search marketing, content marketing, social media, email marketing
- Websites: copy, images, video / animation, landing pages, microsites, search, live chat, blogs
- Technology: marketing automation, content management, analytics, and data management
- Vendors: even mid-sized digital marketing operations often have 10+ vendors involved in maintenance and optimization
While the core of this workshop will rely on referencing an actual case study, it will also be interactive, with attendee company assessments worked into the session.
Speaker:Tim Bourgeois, Executive Editor, ChiefDigitalOfficer.net and East Coast Catalyst
Workshop C. Insiders' Guide to Selecting the Right WCM
Tuesday, December, 1: 9:00 a.m. - 12:00 p.m.
If you are a website or intranet manager or architect, this year may well find you looking to implement new tools or refresh dated platforms. However, you face a wide and growing array of vendors willing to address your problems. Which ones offer the best fit for your particular circumstances?
This fast-paced workshop led by Real Story Group founder Tony Byrne will help you understand the broad but converging marketplaces for Web CMS technologies. Tony will sort out the key players and business models, and offer you a roadmap for deciding which types of technologies and vendors provide the best long-term fit for your needs. The workshop will answer several key questions:
- How can you quickly distinguish among the 120 major toolsets across these marketplaces?
- How are changes in the open source landscape impacting your options today and going forward?
- Where does Web Publishing intersect with emergent technologies?
- What should you expect to pay for these tools?
- What are the critical, can't-ignore architectural distinctions you need to make?
- How mature are the vendors? - What are the strengths and weaknesses of some key players, including Microsoft, IBM, and Oracle
- How can you insure that your selection process meets your original business objectives?
- Which should you pick first: Agency, Integrator, Vendor, or...?
- What are some major pitfalls others have made that you can readily avoid?
- How are these marketplaces likely to evolve in the coming years, and how can you best align your firm to take advantage of future innovation?
Workshop D. How to Strategically Select a Service Provider Partner
Tuesday, December, 1: 1:00 p.m. - 4:00 p.m.
Evaluating and selecting technology and service partners is intimidating. And without proper guidance, it’s easy to take the wrong path. This workshop focuses on selection readiness. It is designed to point your organization in the right direction before you even start the journey to either a roadmap and/or new solutions for web content and experience management. You will learn how to create a plan of action for getting your organization ready for a successful selection program – one that results in real business benefits as the direct result of partnering with the right service provider to help you set your customer experience path, and implement the right solutions. We explore the fundamentals of selection preparation, covering four key areas of readiness:
- Articulating the business case
- Identifying the stakeholder landscape
- Managing requirements gatherings
- Developing realistic budgets
We provide a step-by-step overview of an efficient, results-driven selection program, and we show you how to build a messaging and communications plan that will help you shape internal conversations about it. With this approach, you can set expectations, educate reluctant stakeholders, and get your company thinking about change management, which is often an afterthought but shouldn’t be. The selection process is all about aligning business goals with the “best-fit” partner for your organization’s needs. And finding that fit is about way more than just ticking the boxes of a procurement process checklist. Armed with the outcomes of this workshop, you will be ready to move forward with confidence and find the right service provide to partner with on your customer experience journey.
Speaker:Cathy McKnight, Vice President, Consulting, Digital Clarity Group
Workshop E. Great Ideas Need the Right Metrics to Flourish: Building the Analytics You Need to Monetize your Innovation
Tuesday, December, 1: 1:00 p.m. - 4:00 p.m.
For digital innovators, Analytics and data-driven decision-making have become key determinants of success. "If you can measure it, you can manage it." The right metrics often make the difference between monetizing innovation and under-performance.
Yet identifying these "metrics that matter" isn't easy—the right metrics vary widely based on your business model—nor is it easy to build the required capabilities and collecting the necessary data. Fortunately there is a way to make it easier, and this presentation will share a better way to tackle the challenge.
In this workshop, author and analytics veteran Jaime Fitzgerald will share his battle-tested method that addresses this challenge. During two decades working with data, Mr. Fitzgerald created a new method that makes it easier to define the metrics you really need to monetize your innovative ideas, business models, and initiatives. In addition to defining the "metrics that matter," Mr. Fitzgerald's methodology defines the analytic methods and data sources you need to generate these key performance indicators, and how they will be used to enhance key business decisions, essential processes, and business model evolution.
Workshop F. Digital is Global in Nature, Not By Default: Leveraging Digital Globalization to Increase Global Customer Experience
Tuesday, December, 1: 1:00 p.m. - 4:00 p.m.
Digital content and platforms are global in nature as they allow you to reach out to any audience in any part of the world. However this does not mean that they enable you to create a global experience by default. As competition is never far away in this digital age you need to engage with customers quickly and deliver on local expectations effectively. In other words globalizing organizations must initiate or accelerate their digital evolution to delight ever more demanding and diverse customers across geographies.
Setting the stage is therefore critical to make the right moves at the right time. With international customers and cost leadership in mind you can leverage a number of globalization enablers to pave the way towards excellence and growth and articulate them around digital pillars including simplicity, automation and customer centricity. This session will take you on a journey to:
- Shareable globalization do's and don'ts and how to incorporate them in an actionable roadmap
- A global content value chain based on internationalization, translation, localization and international customer experience
- How to position digital globalization in your organization to increase its value, make it sustainable and use the most appropriate resources internally and externally
- Technology enablers to help you create and manage a multilingual and multicultural content supply chain
- Performance indicators to capture and measure content effectiveness globally
Speaker:Bruno Herrmann, Global Leader, Expert And Advisor in Digital Experiences, Products And Content, Independent Consultant