Opening Keynotes

 

K1: Opening Keynote Presentations

Tuesday, November 29: 8:30 a.m. - 10:00 a.m.

Moderator:

, Founder, Bluebill Advisors, Gilbane Conference


Speakers:

, Vice President, Marketing, Global Snacks Group, PepsiCo

A New Age for Internal Communications: Measure, Manage and Influence The Employee Experience

, Founder and CEO, Shareablee

Measuring What Matters in Social Media

, Co-founder and CTO, Kaldor

Blood in the Streets - Reporting from the Content Technology Trenches

 

K2: Opening Keynote Panel - Industry Analysts Discuss Current Trends & the Future

Tuesday, November 29: 11:00 a.m. - 12:00 p.m.

Moderator:

, Founder, Bluebill Advisors, Gilbane Conference


Speakers:

, Program VP, Content & Digital Media Technologies, IDC

, Senior Analyst, Customer Experience, Forrester Research

, Founder, The Real Story Group

, Vice President & Managing Director VOCalis, Digital Clarity Group

 

Track C: Content, Marketing, and Customer Experience

 

C1: Take Control of Your Customer Experience

Tuesday, November 29: 1:30 p.m. - 2:30 p.m.

In the opening session of our Customer Experience track we hear from executives from Adobe and Brightspot on what it takes to build and maintain customer experiences. Both companies have digital experience platforms and work with major brands. Join this session to hear how they advise customers on managing a digital experience business.

Moderator:

, Program VP, Content & Digital Media Technologies, IDC


Speakers:

, CEO, Perfect Sense

Brands as Publishers: The Importance of Bringing a Newsroom Mentality to Your Business

, Senior Director of Strategy and Product Marketing, Digital Marketing Business, Adobe

Anatomy of an Experience Business

 

C2: Brands, Customers, and Partners

Tuesday, November 29: 2:40 p.m. - 3:50 p.m.

Campbell Soup and National Instruments have very different customer dialogs and journeys. But one thing both brands have in common is crafting modern customer experiences using iterative testing, measurement, and analysis to build and grow reach, and engage more deeply with customers – something all digital marketers should relate to.

Moderator:

, Director of Marketing, Digital Clarity Group


Speaker:

, Senior Digital Customer Experience Manager, National Instruments

Battle on the Front: Utilizing the Customer Journey to Drive Digital Transformation

 

C3: Narrative and Content Development Strategies

Tuesday, November 29: 4:00 p.m. - 5:00 p.m.

Your brand or product marketing strategy needs a coherent, consistent, and compelling narrative to succeed. You also need a plan to develop and deliver supporting and engaging content across multiple channels. And of course you won’t know if your success is due to your efforts, or the phase of the moon, unless there is a way to measure.

Moderator:

, Managing Principal, OutsideView Market Strategy


Speakers:

, CEO, Narrative Builders

Building Powerful, Measurable Narratives

, Senior Director, Creative Services and Consulting, SAP Global Marketing, SAP

Developing and Measuring Relevant Content

 

C4: Here Come the Bots: How Innovations in Artificial Intelligence Will Shape the Future of Content and Commerce

Wednesday, November 30: 8:30 a.m. - 9:30 a.m.

Today’s online transactions are still largely web-based despite the proliferation of smartphones and mobile apps. And these transactions are often part of a fragmented purchasing experience, where a customer must move from interacting with engaging rich content to completing a series of cumbersome steps for transaction-related information like payment and delivery details. 

One solution to this experience breakdown is to enable what is becoming known as conversational commerce, where the transaction part of purchase is integrated seamlessly with the customer’s current online environment. Several tech giants like Facebook and Amazon, as well as a number of start-ups, are investing in enabling chat bots within messaging apps that make it possible for users to make purchases within the platform, rather than having to go to an external web page. 

This session will explore what the rise of conversational commerce will mean for content management and content and commerce integration.

Moderator:

, Principal Analyst, Digital Clarity Group


Panelists:

, CEO, Mirakl

, Chief Product and Marketing Officer, eZ

, Director of Partner Success, Kik

 

C5: Engaging with Global Audiences: Who’s Leading Today with Contemporary Language Practices and Technologies?

Wednesday, November 30: 9:40 a.m. - 10:40 a.m.

Engaging with customers in their language and through their cultural lens is a fundamental requirement for delivering great experiences and developing the kinds of relationships that engender loyalty and advocacy. Sound a little "blah blah blah"? Let’s get real, and look at language like an executive. How does content in the language of the customer really hit the top line? Who’s making progress, how, and why? Don DePalma and Mary Laplante present their firms’ latest research on language impact on global business success. They are joined by managers from global organizations who fill out the story by sharing their practical experiences with delivering top-line results today. This is a can’t-miss session for global content and experience managers who want insight into what’s driving successful language practices today. 

Moderators:

, Chief Research Officer, Common Sense Advisory, Inc.


, Vice President Client Services, Digital Clarity Group


Panelists:

, Manager, Translation and Brand Assurance, FM Global

, Director Of Globalization and Localization, The Nielsen Company

, Senior Director of Globalization, Dell EMC

 

C6: Engaging Global Audiences: What’s on the Horizon for Language Practices, Capabilities, and Technologies?

Wednesday, November 30: 11:40 a.m. - 12:40 p.m.

In this forward-looking session, we ask knowledgeable experts about the future of translation and localization technology infrastructures, the practices they’ll support, and the capabilities that will be required. We expect a wide-ranging discussion on the “how” of language management going forward. Topics are likely to include global campaign management, multilingual SEO, machine translation, mobile app localization, data and analytics in a multilingual environment, and always-on localization. Plus whatever’s top-of-mind for attendees who are peering into the future of global communication and engagement.

Moderators:

, Chief Research Officer, Common Sense Advisory, Inc.


, Vice President Client Services, Digital Clarity Group


Panelists:

, Vice President Language Technology, SDL

, Chief Marketing Officer & Senior Vice President, Lionbridge

, VP Global Strategy, CSOFT International

, VP Marketing, LingoTek

, VP, Technology, Welocalize Solutions

 

C7: How to Successfully Map Business and Technology Requirements

Wednesday, November 30: 11:40 a.m. - 12:40 p.m.

Making sure technology and practices match business requirements is often neglected completely or partially because it is a lot of work and adds cost. This neglect is never a good thing, but with big and complex projects it can be career-ending. Our speakers in this session have lots of experience managing large and complex projects and have some great experience and advice to share.

Moderator:

, Director of Marketing, Digital Clarity Group


Speakers:

, President, Quoin

Mind the Gap: Lean Assessment of CMS / E-commerce Needs

, UX Lead, Bay Area, Olson Digital, ICF Olson

Solving the Planning Puzzle- Efficient Planning Based on Competing Needs

, UX Lead, Richmond, Olson Digital, ICF Olson

Solving the Planning Puzzle- Efficient Planning Based on Competing Needs

 

C8: Unique Mobile Marketing Challenges

Wednesday, November 30: 11:40 a.m. - 12:40 p.m.

Mobile marketing may be where the money is heading but the majority of marketers are still mystified by the metrics. What are the multichannel usage patterns? How should conversion be attributed / split. And what about the mess around advertising? Ad blocking? In-app ads? We are still learning and this is one of those sessions where almost everyone will learn something they didn’t know.

Moderator:

, Founder, JGF Strategies LLC


Speakers:

, Director, Digital Engagement Lab, Enterpise Division, Nuance Communications

Smart(er)phone Marketing: Re-evaluating the Traditional Funnel for Mobile

, CRO and Co-founder, Pushspring

App Advertising: the Solution to Mobile Advertising Problems

 

C9: Content Marketing Expert Panel

Wednesday, November 30: 2:00 p.m. - 3:20 p.m.

Our panel of content marketing experts will share and debate their perspectives on the latest strategies, practices, and tips. What works, what doesn’t, and how do you know. Join us in this interactive session and share your own ideas or questions.

Moderator:

, Managing Principal, OutsideView Market Strategy


Panelists:

, Director of Experience Marketing, Americaneagle.com

, Director Digital Marketing, Act-On Software

, President, content26

, Founder and President, Nowspeed

 

C10: Operational Strategies for Customer Experience

Wednesday, November 30: 2:00 p.m. - 3:20 p.m.

By now everyone should know that building a superior customer experience is a complex and long term effort that involves far more than buying technology, or expecting your marketing organization to do it all on their own. This session looks at critical operational issues that need to be addressed for success.

Moderator:

, CEO, Narrative Builders


Speakers:

, Managing Director, Strategy & Growth, VML

Operationalizing your Customer Experience Platform ... yes, it takes a village

, Design Executive, IBM Enterprise Social Solutions

Improve marketing processes with advanced team collaboration

 

C11: Real Time Personalization & Challenges

Wednesday, November 30: 2:00 p.m. - 3:20 p.m.

Most people will agree that some personalization provides a better digital experience, but personalization is typically difficult to implement, and even more challenging to get right. This session includes presentations from a personalization technology vendor and an agency that look at what’s easy, what’s hard, and what strategies make the difference.

Moderator:

, Founder, JGF Strategies LLC


Speakers:

, CEO and Founder, Evergage

Real-Time Multichannel Personalization: Strategies for Success

, Director of UX Strategy, R2integrated

Content Personalization Strategies: Building Customer Relationships Without Being a Creep

 

C12: Digital Executives Discuss Making Multichannel Content Marketing Work at a B2B Enterprise

Wednesday, November 30: 3:30 p.m. - 4:30 p.m.

A panel of digital marketing managers discusses multichannel content marketing best practices and tips & techniques specifically for B2B organizations. Join us in this interactive session and share your own ideas or questions.

Moderator:

, Executive Editor, ChiefDigitalOfficer.net and East Coast Catalyst


Panelists:

, Vice President, Digital Marketing & Client Experience, Boston Private

, Director of Digital Marketing, Attivio

, Senior Marketing Manager, Media & Entertainment, Akamai Technologies

 

C13: Managing Your Ongoing Digital Presence

Wednesday, November 30: 3:30 p.m. - 4:30 p.m.

So you’ve got your new digital presence launched with carefully created / curated content, everything looks great, there are no obvious bugs, and customers love the experience. Good start. Now how are you going to keep this experience fresh and compelling on an ongoing basis? This session focuses on two complementary strategies for doing so.

Moderator:

, CEO, Narrative Builders


Speakers:

, Early Digital Strategist, David Hobbs Consulting

Project management isn't enough — managing your digital presence as a product is necessary

, Managing Principal, OutsideView Market Strategy

From Leaky Pipe to Content Flow: Operationalize B2B Content Creation and Enhance the Customer Experience

 

C14: Video Marketing Strategies

Wednesday, November 30: 3:30 p.m. - 4:30 p.m.

If you read the trade press you would think video has already taken over the world. But for most organizations it is still new, intimidating, and deployed either informally or with the help of a service provider. This session includes a presentation on the basics of video for content marketing, and a presentation on increasing the effectiveness of existing video with personalization.

Moderator:

, Director, New Business, US Investis, Inc.


Speakers:

, Producer of Digital Content, Continuum Managed Services

Video Marketing 101: Using Video to Increase Conversion and Leads

, Customer Success Director, HapYak Interactive Video

Personalizing Your Existing Video

 

Track E: Content, Collaboration, and Digital Workplace Experience

 

E1: Intranet Success Stories From the Field

Tuesday, November 29: 1:30 p.m. - 2:30 p.m.

This session focuses on two great case studies providing examples and inspiration for those in the process of reworking their own intranets. The speakers will share hands on examples of mobile friendly user experiences as well as how gamification and the right design contributes to driving adoption and changing behaviors.

Moderator:

, Founder, Redin Consult


Speakers:

, Senior Director of Internal eBusiness, Intermountain Healthcare

Experience Matters – Engaging Users through Great Experience

, Director of Internal Communications, Partners HealthCare

Build It and They Will Come – Creating Your Dream Intranet

 

E2: Trends in Digital Workplace Collaboration Tools, and Techniques

Tuesday, November 29: 2:40 p.m. - 3:50 p.m.

The tools available to enhance the digital workplace are developing rapidly which is also changing the scope of the intranet concept in most organizations. The employee experiences can benefit greatly both from the new opportunities in the 0ffice 365 stack and also non Microsoft products. In this session the speakers will explore predominant current trends and together we will explore what this means for those who are looking to invest in their platforms or make better use of the tools they already have. 

Moderator:

, Founder, Redin Consult


Speakers:

, Independent Consultant, O'Kelly Associates

How Consumer Cloud Conquered Corporate Control of Communication and Collaboration

, CTO, BA Insight, USA

O365 Tools to Support the Digital Workplace

 

E3: Collaborating for Innovation and a Better Customer Experience

Tuesday, November 29: 4:00 p.m. - 5:00 p.m.

Social tools and collaboration spaces are often very useful and valuable to the groups who use them. The challenge however is to make sure that the great insights and information gathered and created can really benefit the work of everyone who should have access to it. Ultimately the work of few should be able to spread and benefit the entire organizations performance and customer satisfaction. The two presenters in this session have explored this in different ways and will share their insights. 

Moderator:

, Founder, Redin Consult


Speakers:

, Director, TechComm Services, F5 Networks

Content Potluck: Bring Everyone to the Community Table

, Director Communities Strategy, Digital Marketing, Transamerica

Content Potluck: Bring Everyone to the Community Table

, Executive Director, Customer Experience and Evangelism, IBM Watson Work Collaboration Services

Engage Your Ecosystem to Drive Innovation

 

E4: Intranet Adoption and Success

Wednesday, November 30: 8:30 a.m. - 9:30 a.m.

Intranet adoption is the constant challenge of any intranet team whether they are looking to implement new functionalities or change the way that people interact and cooperate. This session prepares you to define an adoption program based on facts from extensive research and the experiences of both large and smaller corporations. 

Moderator:

, Founder, Redin Consult


Speakers:

, CEO, Incentive, Inc.

The Many Are Smarter Than The Few

, Enterprise Knowledge Architect, Lexmark International, Inc.

A Research-Based Approach to Increasing Social Business Adoption

 

E5: Managing Knowledge in a Modern Digital Workplace

Wednesday, November 30: 9:40 a.m. - 10:40 a.m.

What does it take to make knowledge findable and accessible and what does it look like when it really works? Managing knowledge and making sure that it supports the right people at the right time are essential. This session will demonstrate how knowledge management can improve customer experience and discuss how this can be achieved in different kinds of organizations too.

Moderator:

, Founder, Redin Consult


Speakers:

, Senior Manager Technical Communications, Cisco

Defining the Content Experience with Knowledge Portals

, Engagement Director, Iknow LLC

DAM - Becoming a Critical Tool for Enterprise KM

 

Track T: Technologies for Content, Marketing, and Digital Experience

 

T1: Tag Team: Hot Topics in Marketing Technology & Strategy

Tuesday, November 29: 1:30 p.m. - 2:30 p.m.

In this session we have teamed up Gerry Murray and Scott Brinker to cover a few topics that are, or should be (or not!), front of mind for Chief Marketing Technologists and Chief Marketing Officers. Whether you have one of these titles or advise someone who does, you won’t want to miss this session.    

Speakers:

, Founder, chiefmartec.com & Co-founder & CTO, ion interactive

, Research Director, Customer Experience: Sales and Marketing Tech, IDC

 

T2: Marketing Technology Expectations and Decisions

Tuesday, November 29: 2:40 p.m. - 3:50 p.m.

Picking the right technology, whether a full stack, platform, or application, for your digital experience initiative can be confusing and is usually stressful. Matching your requirements with product capabilities is hard enough, but you also need to manage your user expectations. Best to be well-informed.

Speakers:

, Founder, The Real Story Group

Mythbusters: Top 10 MarTech Myths

, CEO, TBG (The Berndt Group)

Picking an Appropriate Personalization Technology

 

T3: What's All This Talk About Headless CMSs?

Tuesday, November 29: 4:00 p.m. - 5:00 p.m.

This is not a new debate, but understanding the issues involved is more important than ever given the not just multi- but many-channel world of today. The general tradeoffs are the same: flexibility in delivery versus ease of management, and various cost tradeoffs. But the applications and technologies have evolved. Either a coupled, de-coupled, or loosely-coupled approach could make sense depending on your needs and resources.

Moderator:

, Early Digital Strategist, David Hobbs Consulting


Speakers:

, Director of Product Marketing, SDL

The Headless CMS and Website Delivery Paradox

, Chief Evangelist, SDL

The Headless CMS and Website Delivery Paradox

, Co-founder and CEO, A&E Solutions

Take Back Your UI Layer with a Headless Decoupled CMS Architecture

, Software Engineer, Co-founder and CIO, IT, A&E Solutions

Take Back Your UI Layer with a Headless Decoupled CMS Architecture

 

T4: Single Source Content Management, and Taxonomy Development/Management: Big Projects with Benefits

Wednesday, November 30: 8:30 a.m. - 9:30 a.m.

Single source content management / publishing, and taxonomy development / management can each provide huge payback. They also have in common that they usually require a significant effort. This session includes a presentation on each type of initiative from organizations who made the effort and who will share the benefits and a few of the challenges.

Moderator:

, Early Digital Strategist, David Hobbs Consulting


Speakers:

, IT Director - LDS Church Publishing Systems, LDS Church

Single Source - Single Schema - Multi Language - Multi Channel

, Communications Officer, Robert Wood Johnson Foundation

Seeing Clearly: Using the Taxonomy Lens to Help Align Your Stuff

, Founder and Principal, Taxonomy Strategies, USA. and Partner, Semantic Staffing

Seeing Clearly: Using the Taxonomy Lens to Help Align Your Stuff

 

T5: Optimizing with Deep Linking, Hummingbird, and Rankbrain

Wednesday, November 30: 9:40 a.m. - 10:40 a.m.

One of the challenges of optimization is that web and mobile app channels require different kinds of care and feeding. In this session we have a presentation on a strategy for each; you’ll learn about the latest in app deep linking, as well as how to optimize your site for Google’s Hummingbird and RankBrain.

Moderator:

, Early Digital Strategist, David Hobbs Consulting


Speakers:

, Co-Founder and COO, Branch

Deep Linking and How it Can Help Your App's Growth, Engagement and Retention

, Chief Revenue Officer and Co-founder, MarketMuse, Inc.

Semantic Analysis: Content Planning and Optimization Strategies for Google Hummingbird and RankBrain

 

T6: Blockchain to Bots: A Look at Use Cases

Wednesday, November 30: 11:40 a.m. - 12:40 p.m.

New technologies need use cases. First in theory to attract commercial investment, and second in practice to prove their worth. This session includes discussions on the potential of Blockchain for digital asset management, and the use of bots in an intranet application.

Moderator:

, MBA Candidate, Class of 2018, MIT Sloan School of Management


Speakers:

, Director of Innovation, Optimity Advisors

Transforming Digital Assets into Digital Agents: New Media Strategies for Hyper-Connected Markets

, Manager, Information Management, Optimity Advisors

Transforming Digital Assets into Digital Agents: New Media Strategies for Hyper-Connected Markets

, Digital Strategy Consultant, adenin TECHNOLOGIES, Inc.

Making Intranets Smart: How AI and Bots Allowed Us to Create a Smart Assistant for the Digital Workplace

 

T7: Out Front with Real-Time Data & Analytics

Wednesday, November 30: 2:00 p.m. - 3:20 p.m.

Today’s expectations, and demand, for real time interactions would have seemed delusional a few years ago, and even now some consumers will find it difficult to comprehend the amount of data flying around at internet speed. There are challenges though, analyzing ad tech data at the same speed for example if you’re a marketer.

Moderator:

, Director of Marketing, Digital Clarity Group


Speakers:

, VP of Data Analytics, Verve Mobile

Mobile Perspective: Data, Analytics and Location

, Founder & CEO, NorthOut - Innovation studio for brands using Emerging Technologies

Emerging Trends in Real Time Data and Analytics

 

Track P: Re-imagining Digital Strategies for Publishing and Media

 

P1: Leveraging New Distribution Channels

Tuesday, November 29: 1:30 p.m. - 2:30 p.m.

Large publishers have ceded some content delivery and customer control to platforms (Facebook, Google et al) diluting their own brands; experimenting to see whether the vast reach and targeting of Facebook, for example, would return the numbers to justify loss of control. Smaller publishers have similar calculations to make and are also experimenting. Our first presentation shares an imaginative way to maintain direct access on mobile platforms. Next up, some tactical help for publishers of all sizes on how to get started with platform distribution.

Moderator:

, Principal, Content Technology Strategies


Speakers:

, Director of Marketing & Promotions, WBUR and Boston's NPR News Station

Reimagining Direct Audience Connections

, Director of Product Marketing, Urban Airship

Reimagining Direct Audience Connections

, CEO, 10up

Disrupting Distribution: Getting Content to Users

 

P2: Content Management for Publishers – Making it Work

Tuesday, November 29: 2:40 p.m. - 3:50 p.m.

In this session America’s Test Kitchen describes how they built a content management system based on HTML5, NoSQL databases, and semantic graphs to meet their multichannel requirements. MIT Press then shares their experience and advice on running a content management operation on a, presumably not unlimited, budget.

Moderator:

, Principal, Content Technology Strategies


Speakers:

, Director Creative Operations, America's Test Kitchen

An Innovative Approach to Content Management and Discovery

, Practice Director and Consulting Technologist, Avalon Consulting

An Innovative Approach to Content Management and Discovery

, Director of Technology, The MIT Press

Running Content Management Operations on a Budget

 

P3: Data & Analytics for Publishers

Tuesday, November 29: 4:00 p.m. - 5:00 p.m.

How do you keep your digital products in sync with how your customers use them over time? Analytics of course, but what process do you use to expose and help interpret the relevant data? NPR describes how their product teams and analysts work together to surface insights that guide product decisions. From initial due diligence around goals and hypotheses, to presenting that data to clients, we will walk you through a repeatable process to make sure you are getting the right data you need to direct the success of your products.

Moderator:

, Principal, Content Technology Strategies


Speakers:

, Senior Product Manager, NPR

How to make good product decisions? Start with real, actionable numbers

, Senior Manager, Digital Analytics, Digital Services, NPR

How to make good product decisions? Start with real, actionable numbers

 

P4: Innovating Through Transformation

Wednesday, November 30: 8:30 a.m. - 9:30 a.m.

How are media companies transforming their business from one reliant on content consumption to one in which content mixes with tools and / or community for greater engagement and new revenue? This session's case studies from The Economist and Pennwell will delve in-depth into their innovation journeys. The changes ripple across every facet of the business; hear first-hand the challenges, solutions and results.

Moderator:

, Principal, Content Technology Strategies


Speakers:

, Digital Transformation Strategist, Chief Digital Officer, RealConnex

Transformation by Continuous Innovation

, pennwellhub Site Development Manager, PennWell Corp.

Digital Transformation at PennWell: Creating Vertical Destination Hubs

, Lead Solutions Architect, Digital Strategy, Velir

Digital Transformation at PennWell: Creating Vertical Destination Hubs

 

P5: Innovation Town Hall

Wednesday, November 30: 9:40 a.m. - 10:40 a.m.

What are your challenges innovating within your organization and what advice would your peers have for you? Join us for an interactive, town-hall style session where the audience gets to drive the discussion, and everyone benefits from the sharing of frank and informative insights.

Moderator:

, Principal, Content Technology Strategies


Panelists:

, Digital Transformation Strategist, Chief Digital Officer, RealConnex

, Co-founder and CTO, Kaldor

, pennwellhub Site Development Manager, PennWell Corp.

, Lead Solutions Architect, Digital Strategy, Velir

 

Track DT: Discovery Track

 

DT1: Machine Learning & Content Marketing: Using Data to Turn Stale Content into Marketing Gold

Tuesday, November 29: 1:30 p.m. - 2:30 p.m.

Creating captivating content is hard! It doesn't make sense to spend time and energy on content no one is interested in. With the help of data and machine learning, brands and enterprises can make their content marketing and business communications more effective and engaging. This session will explore how data-driven decisions can help give your content a boost while still preserving the human touch that makes content marketing effective.

Speaker:

, Vice President of Client Experience, Atomic Reach

 

DT2: How to Create a Smart Virtual Workspace for Your Team

Tuesday, November 29: 2:40 p.m. - 3:50 p.m.

A Gallup study of 1.4 million employees found that companies with high levels of engagement are twice as successful – with 22% higher productivity, 65% lower turnover, and 41% fewer defects. How do team leads ensure ongoing employee engagement as their companies grow and change? This fast-moving presentation will share real life examples of smart branded intranets used by F500 and high-growth Silicon Valley companies that continue to engage their employees by reducing information overload and removing cultural barriers. Attendees will learn about a methodology for designing and managing a corporate intranet deployment; how to pick software tools that fit their organization; setting up an information architecture to reduce content sprawl;and tips to speed on-boarding, boost engagement, and bring the benefits of social into their organization.

Speaker:

, Founder and CEO, Brikit

 

DT3: The Pros & Cons of Programmatic in the Face of Ad Fraud

Tuesday, November 29: 4:00 p.m. - 5:00 p.m.

It is estimated that the programmatic display advertising marketplace in the U.S. will total $22 billion this year. These kinds of media buys will account for more than two thirds of the entire U.S. display marketplace. The popularity of programmatic makes it all the more important for marketers to understand what the technology can and cannot do--especially in an online marketplace plagued with ad fraud. This session will clarify the misconceptions and mysteries that surround programmatic, and tell you how it can work as part of your marketing strategy.

Speaker:

, Executive Editor, ChiefDigitalOfficer.net and East Coast Catalyst

 

DT4: Enterprises Struggle with Web Translations – Is There a Way Out?

Wednesday, November 30: 8:30 a.m. - 9:30 a.m.

A recent Forrester report shows that 92% percent of companies face challenges as they translate web content into different languages. Lack of integration between CMS and translation services or systems leads to manual processes; fragmented content repositories stymie process standardization and organizational silos lead to a hodgepodge of local solutions. During this session we’ll discuss the findings of the report, discuss the proposed way out of this chaos and want to engage with you to get your feedback and hear about your own experiences. Join us for a lively discussion!

Speaker:

, VP, Technology Solutions, SDL

 

DT5: Mobile Translation for Agile, Global Businesses

Wednesday, November 30: 9:40 a.m. - 10:40 a.m.

Digitization is transforming the enterprise information ecosystem, accelerating the delivery of products and services. Translation is no exception, as content is now created constantly and around the clock and needs turnaround in minutes versus hours or days. Mobile-powered human translation delivers speed and flexibility and is poised to grow, meeting the 21st-century translation requirements. In this presentation, Carl Yao demos Stepes, a mobile translation platform for instant, live human translation services anywhere and at anytime. 

Speaker:

, VP Global Strategy, CSOFT International

 

DT6: The New Digital Workplace and 5 Steps to Building an Engaging Intranet

Wednesday, November 30: 11:40 a.m. - 12:40 p.m.

An engaged and informed workforce is fundamental to staying ahead of the curve. But simply connecting people isn't enough. A digital workplace is the sum of all your investments – in your technology and your people. And modern intranets have emerged as the mission critical tool that ties it all together. Join Mike Hicks, VP Marketing of Igloo Software to discover five actionable ways to re-wire your workplace with the help of a modern intranet.

Speaker:

, VP Marketing, Igloo Software

 

Post-Conference Workshops

 

Workshop A: Building a Business Case for a Modern Intranet

Thursday, December 1: 9:00 a.m. - 12:00 p.m.

The intranet is often the only business application that touches all employees in an organization but getting the funds for improvements or upgrades is difficult. There are several different reasons for this ranging from unclear ownership and differing views on what an intranet is, to very different levels of understanding of what the digital workplace can and should be. In addition, it is an internal system so improvements can wait unless there is a truly burning platform. Even then it is usually hard to get budget beyond the shoestring. 

The work you need to do to change this needs to address a set of universal intranet challenges and make sure that you document them in a format that can travel well.

You will probably (or hopefully) not encounter all the challenges that this workshop explores but with the examples from the session under your belt you will be better equipped for the ones you do: 

  • Your stakeholders have limited knowledge of what a successful project will entail and very different views of what a digital workplace should be.
  • The users most important to ensure that the project is successful are difficult to get to.
  • The technological aspects of the project have become so work intensive that there are no resources to create the necessary content and make the right investments in user experience.
  • The necessary changes in design, information architecture and content reveals organizational challenges and the project becomes a political battlefield.
  • There are resources for a project, but no organization to own and manage the application after launch.

Sara will provide examples and inspiration from working with intranet business cases in other organizations and together we will discuss the challenges of the participants and make sure everyone can leave one step closer to a successful and meaningful digital workplace project. 

Target audience:Intranet/digital workplace teams looking to fund a new digital workplace platform or an upgrade of their existing one. 

Sara has extensive experience helping teams doing the necessary research and building business case material to enable technical investments as well as organizational. The key is to locate the right data, user insights, benchmarks and visions to support the business case.

Speaker:

, Founder, Redin Consult

 

Workshop B: An Anatomy of a Digital Audit

Thursday, 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:

, Executive Editor, ChiefDigitalOfficer.net and East Coast Catalyst

 

Workshop C: The Right Way to Select Digital Content Technology

Thursday, 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?
Speaker:

, Founder, The Real Story Group

 

Workshop D: Mapping Customer Journeys and Managing Content: How to Align Practices for Great Customer Experience

Thursday, December 1: 1:00 p.m. - 4:00 p.m.

Journey-driven engagement and content management go hand-in-hand. Once you understand the journey that your customer wants to take, you need to deliver the content that will advance him or her along the path. Many organizations are investing in developing journey maps – but they have yet to connect their maps to their content in ways that enable those journeys to be really effective and satisfying for customers, yet manageable and efficient for marketers and content managers. 

Instructor Cathy McKnight leads this practical workshop that will show you how to overlay your journey maps onto your content management infrastructure and evolve your CMS as a true hub of engagement. Cathy starts the workshop with a brief journey mapping exercise, using a scenario developed in real time by attendees. After a brief review of the technology landscape for experience management solutions, attendees will learn the how to leverage their CMS and other marketing technology solutions to support the customer on his or her journey. 

As a result of attending this workshop, you will understand the basics of the customer journey mapping process, and you’ll be in a position to speak knowledgeably with colleagues, managers, technology partners, and service providers about your organization’s infrastructure requirements for executing journey mapping strategies and tactics.

Speaker:

, Vice President, Consulting, Digital Clarity Group

 

Workshop E: Designing Taxonomies and Metadata for CMS Implementation

Thursday, December 1: 1:00 p.m. - 4:00 p.m.

A content management system (including WCM, ECM, and DAM systems) supports the categorizing or classification of content through the use of taxonomies or metadata, which can greatly enhance the ease of content retrieval. But simply importing an off-the-shelf taxonomy or metadata schema is not sufficient. Taxonomies and metadata need to be designed to best represent the unique content set and the particular users.

The workshop will begin with an introduction on basic principles and best practices in taxonomy design for hierarchical and faceted taxonomies, including term wording, hierarchical relationship rules, and the creation of synonyms/alternate labels, using real life examples. The workshop will then also cover these issues:

  • Building vs. buying a taxonomy
  • Engaging stakeholders
  • Developing taxonomy vs. metadata
  • Representing categories as folders vs. as tags
  • Designing shared vs. separate metadata for different purposes
  • Testing the taxonomy
  • Developing tagging policies and governance plans 

A recent blog post by the instructor introduces some of these issues:http://accidental-taxonomist.blogspot.com/2016/05/taxonomy-design-for-content-management.html

Speaker:

, Senior Vocabulary Editor, Gale/Cengage Learning

 

Workshop F: Taking The Fast Track of Digital Globalization to Deliver Digital Experiences Globally

Thursday, 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:

, Director Of Globalization and Localization, The Nielsen Company