Conference Program

Join our cross-industry community of digital experience leaders and practitioners from technology and marketing, and learn what you need to know about existing, evolving—and potentially disrupting—content and digital experience technologies for marketing and the workplace. Understand how to overcome challenges and implement successful DX strategies and practices to reach, engage, and retain customers, employees, and partners. This year's program features two tracks:

Digital Experience Technologies for Customers and the Workplace - Focused on what you need to know about evolving, and potentially disrupting, content and digital experience technologies for marketing and the workplace. We’ll be looking at what web and data analysis technologies are effective today. We’ll also examine what is practical and should be considered today or in the near future regarding deep learning, AR, and blockchain applications. Designed for technology strategists and executives focused on near-term and future software for creating, analyzing, managing, and delivering compelling digital experiences across platforms, channels, and form factors.

Digital Experience Practices for Customers and the Workplace - Focused on how to overcome challenges and implement successful digital experience strategies and practices to reach, engage, and retain customers, employees, and partners. We’ll be looking at strategies for inter- and intra- departmental collaboration that support customer-facing and internal operations that are a necessary part of the foundation for a consistently high quality digital experience. Designed for digital transformation leaders, marketing, business, and workplace executives, information managers, content strategists, and UX professionals.

Advance Program [PDF]

Monday, Apr 29

Welcome & Opening Keynotes

 

Welcome & Opening Keynote

Monday, April 29: 9:00 a.m. - 10:00 a.m.

Keynote will be announced soon. Check back for the latest details.

 

Keynote - sponsored by Zoho

Monday, April 29: 10:00 a.m. - 10:15 a.m.

Check back for the latest details.

 

Monday, Apr 29

Track A: DX Technologies for Customers and the Workplace

 

A101. CDP or Multi-Channel Hub? A Martech Journey

Monday, April 29: 10:30 a.m. - 11:15 a.m.

This is the journey of a bank that was looking for the new shiny thing, a customer data platform, and ended up choosing a multi-channel marketing hub. How did it happen? What did we discover along the way on our journey about these types of tools? We follow through the steps of this discovery voyage where not a lot of people have gone before ... (Hey, it sounds like a new Star Trek episode!).

Moderator:

, Executive Editor, ChiefDigitalOfficer.net and East Coast Catalyst


Speaker:

, Director, Analytics & Marketing Automation, Business Development, Bank of Canada

 

A102. Alphabet Soup: CAT, CMS, TMS, PIM, & the APIs That Connect Them

Monday, April 29: 11:30 a.m. - 12:15 p.m.

You could also add MT, DMS, ERP, DAM, and many others to the list. The point is, tech stacks are getting increasingly complex and the trend toward microservices means it’s only getting more complicated. For professionals working on translation and localization, the round-trip for multilingual content gets harder with each hand-off between systems. An open source, community-driven initiative to simplify and standardize translation APIs has been underway for 2 years and has produced a number of deliverables useful to those working in multilingual content management and delivery. Join this session to learn about the value of an open source solution; what’s being done to facilitate integration, automation, and interoperability; and how you can benefit.

Moderator:

, Programs Director, Globalization and Localization association (GALA)


Speakers:

, Managing Director, Kaleidoscope GmbH

, Technology Program Manager, Moravia

 

Keynote Lunch

Monday, April 29: 12:15 p.m. - 1:15 p.m.

Keynote to be announced. Check back for the latest details.

 

A103. Expert Perspectives

Monday, April 29: 1:15 p.m. - 2:00 p.m.

Learn more about the latest technological developments in digital experience from leading-edge companies in Expert Perspectives sessions. The sessions are open to all full-conference attendees and Networking Pass holders. Check back for session details or follow #DigiExConf on Twitter for updates.

Moderator:

, Executive Editor, ChiefDigitalOfficer.net and East Coast Catalyst


 

A104. Visualize—Then Optimize—Your DX Stack

Monday, April 29: 2:15 p.m. - 3:00 p.m.

Visualizing the collection of tools and platforms that make up your digital experience stack is essential for understanding your as-is environment. And—more importantly—envisioning and implementing your idealized future state. This fast-paced session offers some alternative reference models for visualizing your existing and future stacks. Pick and choose which one works best for you, then take it back home to impress your peers!

Speaker:

, Founder, The Real Story Group

 

A105. Is Block-Based Editing the Future of Web Content Management Systems?

Monday, April 29: 3:15 p.m. - 4:00 p.m.

“Gutenberg” is the controversial new block-based editing experience introduced in WordPress 5.0. Find out what this means for the future of editing in the world’s most popular content management system, as well as how this may impact other CMSs.

Moderator:

, Founding Partner, Publishing Technology Partners


Speaker:

, CEO, Tiny

 

A106. Creating Connected Experiences

Monday, April 29: 4:15 p.m. - 5:00 p.m.

Stop acquiring more marketing technology and start better connecting it to your digital customer experiences. This session helps you realize the full potential of your existing martech investment by better aligning it to your customer experience strategy and digital execution. Drawing from decades of experience leading complex, digital experience initiatives, Cram and team share practical frameworks and models to find and fix the cracks in your digital customer experience and better connect your marketing technology to support the customer journey.

Moderator:

, Independent Consultant


Speaker:

, Chief Strategy Officer and Co-founder, Connective DX

 

Monday, Apr 29

Track B: DX Practices for Customers and the Workplace

 

B101. Transforming Your Digital Ecosystem Successfully: Why & How It Is Possible

Monday, April 29: 10:30 a.m. - 11:15 a.m.

Can you build a digital ecosystem that enables your organization to delight its customers at every touchpoint, while delivering effective personalization and omni-channel engagement? Can you meet the needs of your customer’s journey across all channels to deliver her relevant content at any given point? For many, a successful customer experience relies on an affirmative answer to both questions. But the “transformation” required to support such efforts presents brands with seemingly insurmountable challenges. Where do you even begin? Our session helps you kick-start a digital transformation initiative by showing you how it can be done, even if you are starting with disparate systems, processes, and disconnected customer experiences. We show you an effective strategy and road map, including best practices in its execution. We offer you real-world examples of what has worked and led to a 400% increase in customer engagement—and what has not—and how you can succeed.

Moderator:

, Founding Partner, Publishing Technology Partners


Speakers:

, Executive Director, Experience, AvenueCX and Global Content Strategist

, Vice President, Digital Strategy, Unum

 

B102. Designing Workstreams to Support Business Processes

Monday, April 29: 11:30 a.m. - 12:15 p.m.

For the past few years, MITRE has been working on making knowledge actionable and enabling people to make data-driven decisions. We presented some of the work we’ve been doing in both areas at the Gilbane Digital Content Conference in Boston last November. Since then, we have begun to focus on creating more cohesive digital user experiences which we refer to as “workstreams” to redefine and better support staff in their roles and journeys. We are using workstreams to unite product and services owners, teams, and organizations, all around the needs of our users to simplify their processes and help the business run more efficiently. We share highlights from our journey as we transitioned to this new way of working.

Moderator:

, Independent Consultant


Speakers:

, Department Head, Design, Discovery & Intelligent Delivery, MITRE Corporation

, Assoc Director, Knowledge, Information & Collaboration Solutions, MITRE Corp.

 

Keynote Lunch

Monday, April 29: 12:15 p.m. - 1:15 p.m.

Keynote to be announced. Check back for the latest details.

 

B103. Breaking Down the Regs: DX at the ATF

Monday, April 29: 1:15 p.m. - 2:00 p.m.

Parsing through federal regulations can be challenging. It can be hard to know where to start and find what you need. That’s certainly true at the Bureau of Alcohol, Tobacco and Firearms (ATF), the federal law enforcement agency responsible for regulating firearms, explosives, alcohol, and tobacco, as well as investigating acts of arson, bombings, and terrorism. Learn how digital is helping the ATF better connect state and local law enforcement as well as firearms dealers, the public, and other constituents with mission-critical information and services. While regulations prevent licensing procedures from moving online, the ATF has still streamlined the process and made it easier for applicants to apply and understand what they need. Regulatory updates are shared faster with law enforcement, and best practices around personalization and usability are helping the ATF drive better results for constituents, and see a threefold increase for ATF news and notifications. Learn how the ATF is leveraging open source tech and strategies more typical of marketing organizations— including journey orchestration, audience segmentation, and personalization— to deliver for all of its audiences.

Moderator:

, Independent Consultant


Speakers:

, Chief, Electronic Media & Communication, Bureau of Alcohol, Tobacco, Firearms and Explosives

, VP, Public Sector, Acquia

 

B104. Designing Personalized Experiences

Monday, April 29: 2:15 p.m. - 3:00 p.m.

It’s now estimated that some 45% of organizations have attempted to personalize their own homepage in some way— but fewer than a third think it’s actually “working.” If that scares you, you’re not alone: As personalization technology races from niche to mainstream, the design community is racing to catch up. It’s time for a UX intervention. This highly practical talk focuses on the role of experience designer in influencing user-centered personalization design, including technology selection, user data models, and, of course, wireframes. Specifically, it covers what the well-versed designer should know about the latest personalization technology; what to do when you get a request to “do personalization” (either at your organization or your clients’); how to fit personalized user content into a larger information design system; how to use your role in UX to influence technical product selection; grow to translate actual user needs into a real-time user data model (“living personas”); wireframe-level guidelines for introducing personalized components in web and email; and creating a measurement framework based on “quick-wins” and iterative improvement.

Moderator:

, Founding Partner, Publishing Technology Partners


Speaker:

, Principal, User Experience Design, ICF Olson

 

B105. Social Sweat! Flex Your Social Enterprise Muscles!

Monday, April 29: 3:15 p.m. - 4:00 p.m.

The digital phenomenon of social media has transformed the way our world communicates. Organizations can capitalize on this marvel with enterprise social networking. “Social sweat” refers to the effort that should be geared toward this growing communication channel. An organization’s Why, How, and What are easily communicated through enterprise social networks, and, most importantly, the pulse of the people is revealed. This presentation provides simple steps to overcome the issues that come with enterprise social networks. This includes lack of participation, value perception, and privacy concerns. This system is easy to follow and will energize organizations to get ready for culture change that comes with improved communication practices. Our organization uses Yammer; however, these principles can be applied to the many available applications.

Moderator:

, Director of Marketing, Digital Clarity Group


Speaker:

, Internal Communications - Yammer Manager, TechnipFMC

 

B106. Delivering Digital Excellence With Global Compliance & Integrity

Monday, April 29: 4:15 p.m. - 5:00 p.m.

Faced with complex multi-site, multi-language, multi-channel digital presences, many organizations struggle to provide exceptional digital customer experiences, especially those on a large, distributed digital team. With the growing number of compliance requirements and international regulations, can you successfully deliver a digital strategy with repeatability and integrity? This talk defines policies and standards that can be leveraged throughout the enterprise for digital success—whether that is a website redesign, technology re-platform or implementation of mobile applications and social software.

Speaker:

, Digital Policy Consultant, NativeTrust Consulting LLC

Tuesday, Apr 30

Keynote

 

Revitalizing the Brand/Customer Relationship Through AI

Tuesday, April 30: 9:00 a.m. - 10:00 a.m.

AI is a buzzword many have heard before—and while it has the power to change the world in many ways, one of the most near-term opportunities lies in how it is poised to revitalize the relationship between consumers and brands. Brand loyalty and customer satisfaction are directly tied to one thing—experience. Do customers go away from an engagement with a brand feeling happy? Satisfied? Or do they feel frustrated? The latest customer engagement technologies are using AI to make sure it’s more of the former—changing customer service to something people (and brands) love. This keynote explores how organizations can leverage AI to better understand their customers and build personalized experiences based on how individuals have engaged in the past and how enterprises can position themselves to roll out AI-powered customer engagement specific to their domain.

Speaker:

, EVP & General Manager, Nuance Communications

 

Tuesday, Apr 30

Track A: DX Technologies for Customers and the Workplace

 

A201. Case Study in Integration of Open Source With Proprietary Technologies for AGBU, a Global Not-For-Profit

Tuesday, April 30: 10:45 a.m. - 11:30 a.m.

In this talk, Joe Bachana presents how open source technologies such as Drupal (CMS), Entermedia (DAM), OpenKM (records management), and CiviCRM (CRM) have been implemented to interoperate along with an Intacct Accounting System for the Armenian General Benevolent Union (AGBU). The resulting system manages the entire customer relationship, from inception through to management of donations and membership activities.

Speaker:

, President, DPCI

 

A202. There’s No AI Without IA (Information Architecture)

Tuesday, April 30: 11:45 a.m. - 12:30 p.m.

Artificial intelligence (AI) has the potential to completely revolutionize the B2B selling function. And depending on who you talk to, AI will either enable massive productivity gains from your employees or replace them entirely. Hype aside, AI is coming, and B2B companies need to understand how to harness it. And despite the promise of “plug-and- play” technology, real AI requires varying degrees of knowledge engineering, product and content architecture, and high-quality data sources to be effective. Come and learn how you can leverage best practices to rethink processes for the product content lifecycle, from initial on-boarding to post-production syndication; the infrastructure you’ll need to consider when planning for your AI initiative; and how AI enables new product associations and personalized experiences to drive deeper engagement with your customers.

Speaker:

, Managing Director, Earley Information Science

 

Keynote Lunch

Tuesday, April 30: 12:30 p.m. - 1:45 p.m.

Keynote to be announced. Check back for the latest details.

 

A203. Speed: The Currency of the Experience Era

Tuesday, April 30: 1:45 p.m. - 2:30 p.m.

To survive in the experience era we now live in, businesses have a need for speed. Only when they are able to innovate quickly will they have a chance to withstand the market pressure from giants like Amazon and Alibaba. Rapid innovation means speed to go live, speed to change, and speed to business outcomes. This requires a new approach to digital experiences—an approach that leverages the power of AI and machine learning, that builds on a microservices-based architecture, and that is open to connect to whatever technology you’d like to use through APIs. Lots of businesses, however, are stuck on legacy systems and struggle to make the necessary changes to enter the experience era. In this talk, Cahn explains how to leverage new technologies to differentiate yourself from your competitors and build engaging digital experiences that exceed the expectations of your users.

Speaker:

, CTO, BloomReach, Inc.

 

A204. Moving to a New Home Once It Gets Messy

Tuesday, April 30: 2:45 p.m. - 3:30 p.m.

Over time, the nature of data changes and costly information systems eventually need to be replaced. One main source of system obsolescence comes from the rigidity of data structures. Escaping from it using AI-driven techniques entails some compromises that many of us are not ready to accept for fear of diminishing accuracy and quality. The solution presented here is two-fold: leveling the difference between structure and content by adopting knowledge graphs instead of databases, and enabling integrated data to be post-curated. Practical examples are shown to illustrate this approach.

Moderator:

, Founding Partner, Publishing Technology Partners


Speaker:

, CEO, Infoloom Inc.

 

A205. AI/Deep Learning: What It Can Do For You, What to Look Out For

Tuesday, April 30: 4:15 p.m. - 5:00 p.m.

In understandable terms, how does the flavor of AI called “deep learning” work, and what can it really do for us? Using at least two specific examples, what amazing things can state-of-the-art deep learning technology do for us, and what are the significant weaknesses you have to be aware of? For example, can you assume AI is gender-neutral and color blind? (Oops!) Above all, how is training deep learning to solve a problem almost exactly like teaching your favorite 5-year-old niece or nephew something new? We start with understanding what deep learning means by seeing how, of all things, the U.S. Postal Service advanced the world by wanting to read our scrawled versions of address ZIP codes. Then we move on to face recognition, and the ability to rank how good a still image is. By the end, you have a solid feel for a technology that will, literally, touch everything in your digital experience moving forward.

Moderator:

, Executive Editor, ChiefDigitalOfficer.net and East Coast Catalyst


Speaker:

, CEO, MerlinOne Inc.

 

Tuesday, Apr 30

Track B: DX Practices for Customers and the Workplace

 

B201. Building the Modern Digital Membership Organization

Tuesday, April 30: 10:45 a.m. - 11:30 a.m.

American Geophysical Union (AGU), a global scientific association promoting discovery in Earth and space science for the benefit of humanity, is on a 3-year path to implement a modern, flexible digital framework supporting its efforts. AGU’s vision to “galvanize the collaborative work of their members and communicate their work and its power to ensure a sustainable future” is empowered by digital tools. But key to this transformation is the adoption of a new culture and operating model for AGU to become a “platform for science,” delivering services wherever discovery and connections take place. AGU is rethinking the experience of its 25,000-person annual conference; building new ways to interact with the content of 20 peer-reviewed journals, a science magazine, and numerous books; fostering collaboration and dialogue; and doing all of this with the highest ethical standards and an eye to diversity and inclusion. This presentation speaks to this journey, discussing some of the parallels between our digital transformation and that of others adopting membership-based models to replace their traditional, subscription-oriented businesses, and addressing to the challenges faced along this path.

Moderator:

, Independent Consultant


Speaker:

, Chief Digital Officer, American Geophysical Union

 

B202. Engaging Ecommerce Content Search—Challenges & Opportunities

Tuesday, April 30: 11:45 a.m. - 12:30 p.m.

In ecommerce sites, non-product content often takes a backseat when focusing on the user experience, especially from a search perspective. This creates a source of frustration for the user. The challenge is to integrate the product and non-product content experience on the site. Merchandisers and marketers need to elevate their content for visibility and make it accessible and SEO-friendly. From the ecommerce side, there are multiple factors such as different workflows, processes and expectations to consider. This disconnect creates plenty of opportunity to enhance user experiences. We examine the various aspects to consider from a business, customer experience, and technology perspective to provide the best, timely, and relevant information to the users on the site for non-product- related content search. We discuss the best practices and how best to streamline the processes between the back-end systems to provide an effective medium for content search.

Moderator:

, Director of Marketing, Digital Clarity Group


Speakers:

, Practice Lead - Web Experiences, eCommerce, Search and Portals, Meteora Solutions

, Senior Architect, WebCosm Inc.

 

Keynote Lunch

Tuesday, April 30: 12:30 p.m. - 1:45 p.m.

Keynote to be announced. Check back for the latest details.

 

B203. Expert Perspectives

Tuesday, April 30: 1:45 p.m. - 2:30 p.m.

Learn more about the latest technological developments in digital experience from leading-edge companies in Expert Perspectives sessions. The sessions are open to all full-conference attendees and Networking Pass holders. Check back here for session details or follow #DigiExConf on Twitter for updates.

Moderator:

, Executive Editor, ChiefDigitalOfficer.net and East Coast Catalyst


 

B204. Exploring & Making Decisions About Content at Scale

Tuesday, April 30: 2:45 p.m. - 3:30 p.m.

When organizations undertake a major digital transformation, obviously content is a major component. But the approach most organizations take to exploring content is narrow (for instance, a particular site or site section). We look at ways of escaping the line-by-line spreadsheet trudge and explore our content, and most importantly, makedecisionsat scale.

Speaker:

, Early Digital Strategist, David Hobbs Consulting

 

B205. Creativity Under Constraint: Overcoming Technical Limitations for Great Conversational UX

Tuesday, April 30: 4:15 p.m. - 5:00 p.m.

For intuitive, flexible conversational interactions, users need a balance of freedom and guidance. It’s hard enough to deliver the right level of instruction at the right time so that a user intuitively engages in completing her task. What’s more, platforms like Amazon’s Alexa Skills Kit layer on additional challenges. Sometimes, the best UX for a customer and the limitations of a platform might seem at odds. But when designers and developers work together, they uncover solutions that obey technical constraints while delivering efficient and effective conversational user experiences. We’ve been there and want to share successes and pitfalls. This talk covers four case studies of building voice skills for Alexa where our team encountered tension between ideal UX and technical constraints. For each case, you learn about the challenge, our solution (and its pros and cons), lessons learned, and the resulting best practices for design.

Moderator:

, Director of Marketing, Digital Clarity Group


Speaker:

, VUI Designer, Mobiquity

 

Wednesday, May 1

Post-Conference Workshops

 

The Right Way to Select Digital Experience Technology

Wednesday, May 1: 9:00 a.m. - 12:00 p.m.

This fast-paced workshop gives you the inside scoop on how to match your unique needs to the right DX marketplaces and vendors, ranging from WCM to DAM to CRM, CDPs, marketing automation, and more. Learn how to distinguish among features, architectures, cost and ecosystems to assess how you can underpin your digital strategy with the best-fitting tools for your needs. Come away with a firm understanding of the major pros and cons of the key players and how to replace traditional, waterfall methods with a more modern approach to technology selection. Each participant receives a copy of Tony Byrne’s book,The Right Way to Select Technology.

Speaker:

, Founder, The Real Story Group

 

Understanding (And Building) Your Organization’s Core Narrative

Wednesday, May 1: 9:00 a.m. - 12:00 p.m.

A well-constructed and well-organized corporate narrative is a powerful thing. It explains what you do and why you matter. It can do the following:

  • Build market impact.
  • Drive a more cohesive marketing program.
  • Create a more cohesive business.

It speaks to the market in clear, resonant terms. It supports fluid, coherent corporate communications. It ensures that employees have a shared understanding of what they’re working for, and it plays a key role in business and product decisions and road maps.

Core narratives are a structured approach to organizing core beliefs, truths and facts about your organization. It starts with examining four elements:

  • Why – What is your aspirational value—why does it matter?
  • How – What is your methodology or approach that lets you deliver that aspirational value.
  • Offer – What is it that you sell? What do you do?
  • Proof – Why should I believe you?

The workshop begins with a discussion of the meaning of “narrative,” how it is different from “story,” and how to measure its strength. Then the fun begins:

  • We walk each participant through his or her own narrative strength assessment.
  • We start you on the way toward organizing your narrative.
  • We spend time on how narratives help to foster constructive discussion and help to bring different voices in the company together.

You leave with a clearer way of thinking about narratives and a set of tools designed to help you move forward with yours.

Speaker:

, CEO, Narrative Builders

 

Leveraging Best Practices & Technology Leadership in Digital Transformation to Shape & Enrich Digital Experiences Locally

Wednesday, May 1: 1:30 p.m. - 4:30 p.m.

Digital customers are disrupting established practices and processes internationally. Product and service leaders must understand, analyze, meet, and exceed local requirements to enter and grow in their target markets. The digital age has set the stage to amplify local reach, relevant resonance, and personal reaction. Whether you are in a globalizing startup or in a multinational organization you have to overcome challenges and seize opportunities to make the most of that borderless stage and deliver effective content and products while demonstrating much agility, velocity, and customer centricity. More than ever, there is no great local experience without global excellence. Digital customers are in the driver’s seat, and know what they look for as well as where, when, and how they want it. Therefore, it is crucial to engage them linguistically, culturally, and functionally before they switch to your competitors in one click or with one word. Join this workshop to unleash the power of the fast track to create and increase digital globalization value. We cover how to do the following: • Consider a robust framework to execute digital globalization plans end to end, maximize customer experiences, and sustain value matching local customer journeys.

 

  • Build a road map to develop assets, showcase quick wins, and deliver on your business objectives in a time and cost-effective way across multiple markets.
  • Drive the transformation of digital content and product supply chains into experience value chains by optimizing creation, development, internationalization, translation, localization, testing, certification, and personal customer experiences globally.
  • Benefit and profit from technology enablers that help you turn automated intelligence into intelligent automation and augment local customer reality, specifically within AI-driven ecosystems.
  • Capture and measure content effectiveness globally and locally through tangible performance indicators and datadriven operations.
  • Develop and elevate digital globalization in your organization as a global profit driver by establishing a collaborative business partnership model across teams, disciplines, and functions.
  • Innovate with snackable content to boost micro experiences for international customers.
Speaker:

, Global Leader, Expert, & Advisor in Digital Experiences, Products, & Content, Independent Consultant, The Nielsen Company

 

Planning for CRM Success

Wednesday, May 1: 1:30 p.m. - 4:30 p.m.

CRM is designed to help you manage your business ecosystem more strategically. But many companies struggle with CRM deployments. This is a non-technical session designed for business professionals on how to plan and implement CRM strategies. It is based on the integration of the best practices in business processes, people skills development and technology. Attendees will learn how to improve the ROI on CRM investments by developing better planning and user adoption strategies.

 

Creating Customer Personas & Journey Maps

Wednesday, May 1: 1:30 p.m. - 4:30 p.m.

One of the top reasons that customer care processes fail is a lack of alignment with the customer's preferred process, and a one-size-fits-all approach. Do you know your customers well enough to know how to design a process that delights them at every step of the process? Join your peers in this workshop as you learn how to understand customer personas and create journey maps to drive more effective customer service, including how to the following: Listen to your customers so they can tell you what their journey looks like; identify what customer personas look like and how they will affect your process and technology decisions; discover the starting point for persona definitions—and how to strategically expand from there; and define a journey map as the foundation of customer experience management processes.

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