ALL FOR ONE SUMMIT

INTEGRATED INTERVENTIONS

Let the masters break it all down for you in this series of 40-minute in-depth forums on the key components of marketing integration. You’ll walk away more knowledgeable and equipped to conceive initiatives in each area.

Monday, June 20

10:15 AM Customer Insight

What Customers Expect from Social Media Engagement…and How to Monetize It!

Marketing thought leader Ernan Roman will explain how innovative marketers have increased sales 10-20% using Voice of Customer-driven social media strategies.

Learn the latest Voice of Customer research insights regarding what customers really want from a value-added social media experience: what will engage them and what will provide essential value so they return. In addition, the detailed IBM case study will illustrate how they used VOC insights to create a social media experience so powerful that 10-15% of engagements result in evaluation of IBM products and solutions.

Speakers:
Ernan Roman, President,

Leslie Reiser, Program Director, WW Digital Marketing,

11:20 AM Mobile Marketing and Social Media

How to Avoid the Ready, Aim, Fire Approach

Mobile is trending in a big way. And, as marketers begin to allocate bigger budgets to this channel, mistakes can be costly. Join 3Seventy as they explore what’s working and what’s not in the world of SMS, mobile web, QR, social and application engagement. Learn how to effectively integrate mobile into your marketing mix and with social media initiatives. Carrie will share case studies from retailers, CPGs, and manufacturers to see what’s working for them, what obstacles they encountered, and what’s on their mobile marketing roadmap.

Speaker:
Carrie Chitsey, CEO,

1:25 PM Online Content

Old SEO and Content Habits Die Hard

With the release of Google’s Panda update, marketers are more concerned than ever about the quality of their content and SEO practices. Farmed content and reused marketing materials have become obsolete in a post-Panda world. Remaining or climbing back to the top of organic search results requires an intervention – a content intervention.

Alex Edelstein will provide real-world examples of how crowdsourcing companies are using second-generation crowdsourcing processes known as “widesourcing” to intervene where old marketing materials have become ineffective. These crowdsourced interventions have helped marketing teams supercharge their SEO efforts safely, cost-effectively, and scalably. Edelstein will dig into how major media companies are using six-stage workflows, with six different workers to achieve higher quality content and SEO results.

Edelstein will also discuss how a Fortune 50 retailer is using crowdsourcing to rank higher in organic search by replacing tens of thousands of standard manufacturer’s product descriptions with unique, compelling marketing copy. He’ll also explore how a major publisher of online health content was able to quickly crowdsource thousands of high quality, search optimized articles and fact-check them with a crowdsourced team of registered nurses. Finally, he’ll talk about the power of using crowdsourcing to source low-cost, scalable, ultra-targeted video content for SEO purposes.

Speaker:
Alex Edelstein, CEO & Founder,

2:40 PM Contact Centers

Inbound Lead Scoring Isn’t a Pipe Dream Anymore: Know Who is Calling Before You Even Pick Up the Phone

In this session InfoCision will explain the value of scoring incoming phone numbers - the latest trend in the real time scoring tool box. You have powerful information in your databases. Learn how to leverage this customer insight at the moment they call to set in motion a chain of events that will have a direct positive impact on your organization’s bottom line. This unique concept is so new that very few marketers are even using it. Don’t be left in the dust. This trend will drive a competitive advantage for companies who take the lead.

Learn how to score customers to drive real time decision-making and lead time prioritization

Learn how business intelligence can identify which agent is the most appropriate for each customer or donor

Discuss a real world case study with metrics proving the success of inbound phone number scoring.

Speaker:
Ken Dawson, CMO,

3:25 PM Direct Mail

Direct Mailing in Canada. Is Your Addressing Putting Your Message into the Recycle Bin?

When you are considering marketing north of the border there are some critical factors that you need to know to make sure your message can be delivered to the right person. Clean and current name and address data is even more important now than ever as Canada Post has moved to Point-of-Call address validation for Transaction Mail and Admail. To help our mailers manage this transition, extensive studies have been undertaken to understand the issue of Undeliverable mail in Canada, the causes the impact on mailers and the improvements available by using new tools in the marketplace. We will review the test results along with the root causes and improvement techniques. We will even show you our online tool that helps you diagnose your mail cleanliness free of charge. With these critical insights you will have greater assurance your communications are making it to the door and not the recycling bin!

Speaker:
Alexis Zamkow, General Manager, Data Products and Services,

Tuesday, June 21

9:05 AM Personalization

Maximize Your ROI with 1-to-1, Digital Direct Mail, Personalized URLs and Email Marketing

Learn how you can increase your response rates by utilizing relevant, personalized content targeted at your prospects and customers through a cross-media campaign of personalized URLs, email and variable-data direct mail. High levels of customization using the newest innovations in digital printing with variable messaging make personalized 1-to-1 marketing a tactic that all marketers should employ. In this presentation you will learn the importance of collecting, modeling and acquiring the right marketing data and how this data is then used to create highly targeted messages that will get your mail and emails opened and read; and more importantly, increase your responses.

Speaker:
Keith Goodman, VP of Corporate Solutions,

9:50 AM Video Curation

Curation: Beyond The Buzzword

We're living in a world of abundance. Quickly advancing bandwidth. Mass adoption of creation tools. And an avalanche of data. Email, tweets, blogs, all coming at us with increasing frequency and little discrimination. The result—we're being flooded with data. What we're seeing is the conundrum of abundance. The emergence of all the places where algorithms failed, humans succeeded. What is becoming clear is that human curation beats robotic information aggregation.

So, how can this knowledge help you, your clients, your customers, your life? We'll explore what curation is, and what it isn't. Then we'll share some great innovators, and leading tools. And finally, we’ll point the way toward a curated future where signal is separated from noise, and we aren't glued to our iPhones. A world where what matters finds us, and all else is stopped outside our personal firewall. In a Curation Nation, we all filter, we all contextualize, and the result is a healthy mix of data and life.

Speaker:
Steve Rosenbaum, Author, Curation Nation; CEO,

11:00 AM Email

Building a Multi-Channel Blueprint with Email, Social and Direct

As marketers, we all rely on automation technology to create tailored customer experiences across multiple channels. But with multiple transactional events online and offline, how do you identify key life stage opportunities without facing the risk of being overwhelmed and ineffective?

Hear it from venerable marketer Publishers Clearing House on how they’ve built best-in-class integrated marketing programs and leveraged data to build cohesive customer blueprints and dialogues.

Walk away knowing how to:

Identify key life stage opportunities derived from online and offline data

Leverage multichannel data to build an effective customer communication strategy

Build a successful integrated marketing campaign

Speakers:
Sal Tripi, Sr. Dir. of Operations and Compliance, PCH
Scott Popowitz, Associate Director, PCH
Rob Tilton, Director, PCH
Joe Napolitano, Sr. Director, PCH

11:45 AM Database

Achieving Greater Marketing Effectiveness with Cloud Services

These days, marketers are increasingly expected to do more with less. Generating more quality leads in the pipeline faster, and with fewer resources, is no longer a plus — it's an expectation. Marketers need to keep their sales teams happy by surfacing complete, quality leads that will in turn help sales teams close deals more quickly. All too often, poor data quality and fragmented data access leads to wasted time and marketing resources.

Innovations in cloud-based data can help marketers ease these challenges by consolidating data across the marketing organization—allowing for a more effective approach to data management. The cloud allows for increased collaboration with marketing and sales teams. By using crowd-source data services, marketers can count on the data being high quality and effective.

Learn how you can make your marketing campaigns smarter and more effective by leveraging the power of the cloud. Attendees will learn how they can use the cloud to increase collaboration, access data updated in real-time, and maximize marketing effectiveness.

Speaker:
Jamie Domenici, Marketing Analytics Manager,

1:25 PM Online Advertising

Deploying Targeted Display Strategies to Reach Exact Business Audiences and Create Lift Across Your Mix

Online marketers cannot afford the time nor money to "cast a wide net" in the hopes of generating the right prospects. Combine this with the fact that, now more than ever, people are educating themselves far earlier in the sales process than ever before -- the onus is now on marketers to educate and raise awareness for their brands as early as possible.

But what are the best ways to address these challenges? While relied on extensively by most marketers, email and search are really only most effective as prospects make their way to the lower stages of the funnel. And even though social media is a strong brand and awareness builder, these sites don't always guarantee the "right" audience is listening. The top of the funnel continues to grow wider and wider, yet most marketers are leaving money on the table as hundreds of their target prospects are left untouched.

This session will address how to effectively use display strategies to drive more qualified leads and new business from the top to the bottom of the marketing funnel.

Speaker:
Mark Dye, SVP,