*Agenda subject to change
8:00 - 9:00 AM
Registration & Breakfast
9:00 - 9:40 AM
Who is Doing This Well?
Maureen Mullen- Chief Strategy Officer and Co-Founder/ Gartner L2
Through an examination of in-market case studies this session will provide a window into the best practices and innovations shaping digital in 2019.
9:40 - 10:25 AM
Dream Teams and the Science of Breakthrough Collaboration
Shane Snow- Author, Business and Science Journalist, and Human Explorer
This keynote performance will change the way you think about people, progress, and collaboration. Shane takes audiences on a rollicking adventure, revealing the secrets of the world’s most successful teams and coalitions in history. You’ll learn about the surprising factor behind most failed mergers and marriages; how a certain method of fighting is more useful than brainstorming; how leveraging “cognitive diversity” helps groups outmatch competitors; the science of becoming open-minded—and the outsize effect it has on group success; and the counter-intuitive truths about becoming better team players ourselves.
10:25 - 10:45 AM
10:45 - 11:25 AM
Option A: Building a 'Genius' Marketing Analytics Organization
Christi Eubanks- Managing Vice President / Gartner
Analytics professionals are a fixture of modern marketing departments, helping to operationalize marketing and customer data. Marketers have high expectations for their teams’ digital maturity and adoption of big data. These aspirations are motivating marketing leaders to aggressively fill quant roles. This session explores questions marketing leaders must answer, including: How do you build a team today that is adaptive and equipped to solve the problems of tomorrow? • What role profiles should you fill on your marketing analytics team? • How do you identify top talent? • How do you build your team’s skills for the future?
10:45 - 11:25 AM
Option B: Upper Class Income, Middle Class Identification: Decoding the Core Values of the Affluent Consumer
Derek Stubbs- Senior Director Analyst / Gartner
Affluent consumers ($250k HHI ) are crucial for brands. Problem is: Most brands target affluent consumers with imagery and messaging that not only fails to resonate with but actually alienates higher-income consumers. In this session, you’ll learn: What truly matters to the affluent consumer; Why is it so important to get affluent consumer right; How can you align brand values and messages with affluent consumers' priorities.
11:35 - 12:15 PM
Option A: The Future of Retail Through the Lens of China
Danielle Bailey- Managing Vice President / Gartner L2
The digital future of retail is now—it’s just not here. While US retailers' adaptation to a digital world has often been slow and painful, China has emerged as an international hotbed for innovation. Racing ahead to become the world’s omnichannel capital, the China market functions as a global testing ground for brands’ most forward-thinking digital initiatives. This session will examine how global brands can look to what’s happening in the China market as a digital bellwether for retail globally in key areas like mobile payment, AI, e-tailers’ new offline initiatives, social commerce, smart stores and more.
11:35 - 12:15 PM
Option B: Building Loyalty Through Salient Experience Design
Richard DeLisi- VP, Advisory / Gartner
While virtually every organization has prioritized “customer experience” as a critical differentiator, the vast majority of CX projects have created disappointing results. The explanation? Most companies have grossly misinterpreted the concept of “brand connection”—what it is, where it comes from and how to activate it. In this session, you will learn how to capitalize on the science of salience to create memorable experiences that will lead to stronger brand connection and customer loyalty.
12:15 - 1:15 PM
1:15 - 2:00 PM
Five Psychological Principles to Inform a Successful Instagram Strategy
Nathalie Nahai- Author & Web Psychologist
With social channels now one of the primary routes to ecommerce, it’s more vital than ever that brands understand the underlying dynamics that underpin a successful strategy. In this talk, we’ll learn how to apply five of the psychological principles that drive engagement on this platform. From persuasive content to dopamine loops, you’ll come away with scientific insights taken from real examples that you can use to take your Instagram strategy to the next level.
2:10 - 2:50 PM
Option A: What Will Amazon Disrupt Next?
Oweise Khazi- Director, Research / Gartner L2
Bryan VanDyke- Managing Vice President / Gartner
Amazon’s retail growth has slowed down and the digital giant is now shifting targets to drive profitability by focusing on businesses such as Advertising, Distribution and Private Label. Amazon has the potential to once again disrupt Ecommerce and brands would be wise to gauge its impact as it makes significant moves outside of “traditional retail”. This session will cover strategic trends while tackling key questions executives must answer: • How do we tap into Amazon’s advertising growth and media offerings? • What impact can Amazon’s Private Label have on my sector? • Will Amazon’s expanding distribution footprint disrupt my business?
2:10 - 2:50 PM
Option B: Gen Z
Jack Mackinnon- Sr Principal Analyst / Gartner
Gen Z — digital and social media natives — have defined their own rules for digital communication. Brands that wish to engage with this important cohort fail to follow those rules at their own peril. In this session, you’ll learn how culture combines with generational DNA to shape Gen Z’s digital world, which platforms and content types appeal to Gen Z and how to create content Gen Z finds worthy of sharing.
2:50 - 3:50 PM
3:05 - 3:35 PM
Option A: Building Blocks for Best-in-Class Personalization Campaigns
Martha Mathers- Managing Vice President / Gartner
Marketing leaders are heavily invested in scaling personalization. Rather than focusing on building one-to-one capabilities, consumer perceptions of personalization point to a more extensible approach. Marketers who build “tailored help” — personalized messages that provide valuable assistance or support while using a limited number of consumer data dimensions — achieve higher-impact results. In this session, you'll explore the following questions: • What is the commercial potential of “tailored help,” and what are real-world examples? • How can you create a framework for building this type of personalized message? • How can you select the highest-potential data dimensions to amplify your personalization results?
3:05 - 3:35 PM
Option B: Social Platforms & Influencers
Evan Neufeld- VP, Intelligence Group / Gartner L2
Ben Feldman- Principal, Advisory/ Gartner L2
We will examine the shifting social media landscape and how brands can leverage the power of their social media followers and the influencer economy. Case studies and best practices from our 2019 Intelligence report will be shared.
3:45 - 4:30 PM
Contagious: Why Things Catch On
Jonah Berger- Professor / Wharton School at the University of Pennsylvania
Why do some things catch on? Why do people talk about certain products and ideas more than others? This talk reveals the secret science behind word-of-mouth and social transmission. Discover how six basic principles drive all sorts of things to become popular. If you’ve ever wondered why certain stories get shared, brands get more word of mouth, or ideas spread wildly, this talk will explain why, and show how to leverage these ideas to craft contagious content
4:30 - 5:10 PM
Gartner Top Trends and Marketing Predictions
Jennifer Polk- VP Analyst/ Gartner
The future promises new insight and advancement in targeting and personalization. Yet, consumers’ tenuous trust in brands and weariness of data misuse threaten to undermine machine-driven intelligence. At the same time, social and environmental issues are gaining mindshare among consumers and shifting expectations of how corporations and brand should respond. Join us as we explore Gartner’s Top Trends and Marketing Predictions to learn: • What are the top trends influencing consumer behavior. • What are the key drivers impacting the future of marketing. • How should you brace your brand and prepare for both.
5:15 - 6:15 PM