When collaboration breaks down, things can go terribly wrong for marketers. There’s coordination and there’s cooperation, but collaboration—the deepest form of commitment—is what’s needed to succeed in today’s fast-paced marketing landscape. Collaboration involves a deeper level of visibility and involvement: effective collaboration brings separate siloes of knowledge (e.g., teams, clients, partners, etc.) into a central location where common goals are visible and deliverables, conversations, objectives and tasks are centralized, organized and always accessible. These relationships require comprehensive planning and well-defined communication channels operating on many levels and across many geographically dispersed teams.

Some of the topics to be discussed include:

•The history of collaboration tools

•Collaborative structures: the good, the bad and the ugly – and how to make sure you’re doing it right

•Don’t be like Congress: why effective collaboration is essential

•Can you hear me now? How the modern mobile worker is changing the meaning of collaboration

•How to combine new technologies and processes to optimize workflow and achieve excellent marketing results

A truly "personalized" customer experience – what amounts to creating a custom website for every visitor – has been the Holy Grail of marketing for over a decade. But what does “personalization” really mean?  Nearly every online marketing vendor touts some form of personalization as their secret sauce for helping you target customers, but understanding it's potential is essential to true targeting success. Because when it's done well, that potential is enormous. The problem is it hasn’t been done very well to-date. Thanks to vendors' over-promise and under-deliver methods, the word “personalization” is now surrounded by skepticism.

In this session you will learn:
1.Why personalization isn’t just marketing hype: it can be achieved!
2. Why there is an immediate need to provide better online customer experiences
3. Which elements you should think about when deploying a personalization program
4. How to bring personalization to your marketing strategy...and company
5. How to properly evaluate the various types of personalization tools and vendors
6. Case studies from leading brands getting personal with their consumers

Of the many tools in the modern marketer’s kit, email has the highest return rate. But increasingly there is a divide between savvy marketers who know how to maximize profit and everyone else who’s struggling to stay ahead of the curve. In this session Tami Forman from Return Path will walk you through the latest research that shows how email intelligence can be applied to your program to dramatically increase results. What data do you need to be successful? How can you analyze that data to make the kinds of business decisions that will really impact your bottom line?

Marketers often think that creating a relational database will solve most of their database marketing needs, including advanced analytics. Unfortunately, it often is just a good first step for analysts and statisticians, as many of them routinely spend most of their valuable time manipulating datasets and variables. Such disconnect creates inconsistencies throughout the modeling development and deployment processes, leading to elongated project timeline and disappointing results. By adding a few more tables and carefully designed summary variables, marketers can provide analysts with variables in “model-ready” format, leading to much greater success with less effort.

Learn about data elements and format that statistical modelers require for effective model development and deployment

Effective data variable design from the advanced user’s point of view

How to achieve consistency from sampling to scoring

Big Data is the dominant resource of our time and yet CMOs find themselves drowning in it as they struggle to find innovative ways to effectively tap its power. As the profession and practice of marketing transform, the importance of creating a system of engagement has never been clearer.  With the optimal tools, talent and techniques, digital marketers can finally deliver the insight and relevance required to target the right message to the right person at the right time for the right price. Now, CMOs can make better decisions about the mix that will serve customers more completely—based on critical elements such as customer needs and likely next action – so they can do more than just shape desire… they can predict it.

Say hello to Relationship Retargeting; a unique way to personalize display ads for specific individual customers and prospects using your own email behavior, web behavior, and CRM data. In this session, Scott Jones,general manager for Display at Responsys, will discuss how innovative marketers around the world use display ads as an extra communications touch point to drive increased revenue, engagement and ROI.

There are many questions we ask of the myriad data sources available to us, but they all boil down to one: "Is my advertising effective?"

Last-click and last-view metrics we know to be faulty but a workable solution continues to elude us. Join Exponential CTO, Alex Saldanha, as he demonstrates how Axiomatic Attribution could finally present an answer to how we value all the marketing touch points in a consumer's journey to a sale. And, even better, how you can pass that information to your vendors in near real-time to help them make better decisions about how to provide value.

What marketers classify as paid, owned, and earned media are blurring together faster than ever. How do businesses best manage to stay ahead? How do you organize your teams for efficiency? Buddy Media Managing Director, Europe, Luca Benini will share top strategies for converging your paid, owned and earned media, and how to measure and adapt your marketing investments in order to achieve maximum social media success.

Marketing optimization: it is not a one-time outcome but rather – when practiced most effectively – a continuous learning lifecycle that drives more effective business decisions, streamlines marketing operations, and maximizes profitability. In our multi-channel, multi-tasking world, it’s a complex process to master. Yet when approached using an analytical, scientific, and iterative process, the continuous improvements to the customer experience greatly benefits the business bottom line.

Drawing on customer examples, Henry Eakland will share his insight into how the Marketing Optimization Lifecycle allows businesses in any vertical to understand their customer interaction data and derive actionable insights to attract, convert, and retain customers.