MAC Engagement Workshops: Welcome & What to Expect
MAC Engagement Workshop
Engaging with customers is key for marketers to build loyalty and stand out from the noise of their competitors. With touchpoints growing every day indicates new opportunities to engage and more data to be collected and analyzed for increasingly positive brand recognition. During the MAC Engagement Workshop, speakers will explore best practices and new tools for engaging with customers in the right context.
Workshop 1: Best Practices for Customer Engagement that Drives New Opportunities for Value
In the new world of increasing social channels, data regulations, and competition, we must act fast to identify opportunities ahead of the rest. There are more consumers than ever on social media and innovative marketers are leveraging those channels to learn about consumers in new ways. In this session, learn how to understand customer values, discover new data attributes, ways to increase digital communication and how to use this new found understanding to drive the value of your marketing campaigns.
Morning Networking Break
MAC ROI Workshop
Back by popular demand, the MAC ROI workshops explore not Return on Investments, but rather Return on Innovation, a more difficult to quantify but an essential endeavor to determining and implementing the right innovations for your organization and customers.
Workshop 2: ROI 2.0: Identifying Opportunities and Creating the Action Plan
Innovation has taken a new meaning over the last year, with updated innovation processes, industries being disrupted by new players as well as behemoths moving into new spaces and changing their game. To kick off this workshop each speaker will illustrate their approaches to innovation including hurdles they have faced, followed by an explanation of why they decided to innovate. The audience will then break into several tables (by role) where the speakers will guide the groups through identifying areas ripe for innovation, followed by creating their plan of attack to implement as soon as they return to the office.
Derek Banta, Director of Concepts, Global Innovation, UPS
12:00pm | MAC Engagement Workshops Conclude
Day One Chair’s Opening Remarks
Keynote: Identifying High-Value Actions and Driving Conversions with Real-World Rewards
General Session Room
The mobile engagement market is expected to grow ten-fold to around $40 billion over the next five years. Marketers and app developers are starting to realize that investing in acquiring users in no longer enough. When 25% of app users stop using an app after just one session and nearly 90% churn within a month, any money spent without having the right customer experiences and marketing programs in place to engage and retain users is money poorly spent. Top companies understand the importance of getting customers to complete high-value actions such as paying for a subscription or being a multi-year customer. Join us to learn how the Amazon Appstore helps mobile developers keep their users engaged in a fun way and completing high-value actions with real-world rewards. We will share best practices, case studies and tools you can use to help your businesses.
Amir Kabbara, Head of Digital Marketing & Consumer Innovation, Amazon
Panel Discussion: Driving Real Impact With Data
General Session Room
In the complex and highly regulated world of financial services, a data strategy grounded in solid governance is a vital component of a leading brand strategy. It’s even more important in the tax space – where government changes and tax preparation choices can make the client experience confusing and overwhelming. The speaker will review how their organization is building data as a valuable corporate asset and how they are realizing it through data integration/stitching, analytics, insight, and cross-channel activation.
Jesse Wilson, Data Science and Analytics Lead, Publicis Sapient
MAC Talks 1
Three speakers will attempt to dissect persistently recurring marketing analytics topics via intensive quick-fire presentations that will leave you ignited with interest and ready to keep the conversations going well right through the break.
Leveraging Identity Resolution and Real-Time Analytics to Deliver an Unequaled Personal Customer Experience
Great customer experiences deepen the relationship between brands and consumers. All companies want to have a great relationship with their customers – a relationship built on trust, respect, reciprocity, empathy, and consistency. A relationship like this is only possible when you fully know your customer. How are you sure you’re consistently living up to the social contract with your customers if you don’t really know who you’re communicating with in every interaction? How can you predict how to serve them better in order to cultivate a relationship? Identity resolution is foundational to delivering great experiences and creating lasting customer relationships.
Chris Harrison, President, FullContact
DX Marketing Presentation
Applying Deep Learning & AI to Build Engaging Personalized Digital Customer Experiences
Today, consumers expect higher standards of usability and convenience in their products and apps more than ever before. They want products to be smarter, more intelligent and do everything for them. Building data science-enabled products to truly meet the consumer expectations requires leveraging AI and Deep Learning capabilities. Giri Tatavarty, VP of Data Science at 84.51° – Kroger’s analytics arm – will showcase a few data science products in development, which take customer experiences to the next level by adding personalization and human-like interactions. The capabilities include Speech Recognition, Image Recognition and a case study on Shoppable Recipes and Recipe Personalization. The talk will also cover some future trends and directions in this space.
Giri Tatavarty, VP of Data Science, 84.51
Fireside Chat: Identifying and Deploying Collaboration Models for Actionable Insights
General Session Room
Acting on insights takes a team that can align their priorities to work goal toward a common goal. Join this session to learn how these leaders bring the technical and strategic teams together and foster a mutual understanding of how their actions can better support each other’s efforts to reach the end goal. Additionally, help businesses foster a culture of data and technology that makes it easy for people to share, discuss and collaborate on their analyses and insights.
Ash Dhupar, Chief Analytics Officer, Publisher’s Clearing House