MAIN BALLROOM & STAGE
WELCOME LUNCHEON & KEYNOTE WITH THE WEATHER COMPANY – UNLOCKING AND MONETIZING YOUR DATA
We are all familiar with The Weather Channel on TV and it’s strong mobile presence as a perennial Top 5 mobile app for both Android and Apple iOS. But the broader Weather Company features a range of products and services including a sophisticated b-to-b data business and equally sophisticated use of data to drive value-added consumer insights, incremental ad monetization, and cutting-edge product development. The inaugural Chief Digital Officer Global Forum B-to-B is, subsequently, thrilled to welcome Bryson Koehler, the EVP and Chief Information Officer of the Weather Channel Companies as our Day 1 Lunch Keynote to talk about The Weather Company’s approach to data and share best practices to help you unlock enterprise-wide value from your data.
WELCOME & INTRODUCTION: DREW IANNI, FOUNDER & EVENT CHAIRMAN, CDX FORUM
FEATURED LUNCH KEYNOTE: BRYSON KOEHLER, EVP & CIO, THE WEATHER COMPANY
CHAIRMAN’S INTERVIEW – A CONVERSATION WITH IBM
Emerging marketing technologies and automation are top-of-mind for all brands as leading marketers are leveraging new technologies and analytics aligned with developing more detailed customer personas and more directly influencing the buyer journey and path-to-purchase. This is very relevant for b-to-b marketers as b-to-b selling can be complex, features high-dollar, extended selling cycles, and a B-to-B marketer’s overall target market can often be much smaller so building knowledgeable, intimate relationships with prospects is key. But what does that mean for the role of creative and traditional mass media, most notably television, and its effectiveness in an age of programmatic and data-driven marketing? We’ll touch on all of these issues and more with one of the premier, iconic global technology and services brands.
ROBERT SCHWARTZ, VP, GLOBAL DIGITAL MARKETING, IBM
Interviewed by: DREW IANNI, EVENT CHAIRMAN, CDX FORUM
MASTERING DIGITAL TRANSFORMATION – BRANDS ROUNDTABLE
We are proud to partner with our friends at the globally recognized Columbus-based agency Resource /Ammirati, and thrilled to welcome their CEO Kelly Mooney to lead this engaging brand roundtable that builds off our overall 2015 CDX conference them – Mastering Digital Transformation. Digital’s impact has moved beyond the realm of marketing and advertising and is transforming, and often disrupting, the enterprise. Digital has forced companies to re-think their overall strategy and business models, has placed a premium on innovation and risk-taking, and has transformed the customer view and overall customer experience. Join Kelly and these transformative brand executives as they discuss what digital transformation means for their companies, clients, and what it means for you, as the new world order rapidly emerges.
SESSION LEADER: KELLY MOONEY, CEO, RESOURCE/AMMIRATI
COMMUNITY + CONTENT MARKETING + STORYTELLING = SOCIAL 3.0
While Facebook + Instagram + Twitter remain fundamentally important, “social” is rapidly evolving as entire generations of individuals and business professionals have quickly emerged as mobile-first consumers. Emerging social platforms such as LinkedIn and Snapchat stake out their own unique territory in the market, and the rapidly-evolving platform capabilities such as micro-targeting, video, commerce, etc., allow businesses to tell compelling stories and engage customers on a deeper level. All of these advancements and opportunities require added strategic discipline; ROI metrics and best practices still remain a bit fuzzy; privacy remains critically important (especially on mobile); and the formula for virality will remain as elusive as ever especially as the social landscape becomes more cluttered and noisy. So we welcome digital and social media veteran Marc Landsberg, a long-time digital agency executive and now CEO of the social media agency Social Deviant, to help sort all of this out and help you figure out where social is headed and how you can leverage social media to maximize consumer engagement.
SESSION LEADER: MARC LANDSBERG, FOUNDER & CEO, SOCIAL DEVIANT
CDX SPOTLIGHT: PURPOSED-BASED INNOVATION – DEMANDING A CLEAR RETURN-ON-INVESTMENT
Innovation sits atop the mandatory corporate buzzword list, but companies are hiring new innovation officers without first understanding exactly what it is they are trying to innovate. Product innovation? Sure, as the overall pace of business and consumer behavioral and consumption patterns accelerate, innovation may be necessary, but what are you innovating? Your products? Your marketing? Your distribution? Your entire customer experience? And do your customers actually think innovation necessary or are you innovating just for innovation’s sake? This session will feature leading innovation executives who have executed successfully in driving purpose-based innovation that delivered, and continues to deliver, a clear return-on-investment.
SESSION LEADER: TARAH FEINBERG, MANAGING DIRECTOR, KITE
CRM TO CMR: FROM MARKETING TO MATTERING
From the inception of CRM more than 30 years ago, brands have focused on dictating relationship dynamics to their customers. But in an increasingly digital-smart, opt-in world, a new paradigm has emerged: customers have the upper hand in brand relationships and now write the rules of engagement. And because of this new power, the marketing dynamic has fundamentally shifted. Customer-Managed Relationships – CMR – is the new CRM.
SESSION LEADER: PATRICK ROBERTSON, VP of STRATEGY, RAPP | CORE DIALOG
CRM REBORN – THE NEW FRONT DOOR TO THE CONSUMER EXPERIENCE
The consumer experience is a hot-topic as we move deeper into a world of seemingly infinite consumer touch points. And the previously “unsexy” world of CRM is, once-again, front-and-center as email marketing, customer service operations, and real-time consumer product and service experiences via mobile apps, collectively, have a massive impact and influence over your customer’s experience with your brand. Join moderator-extraordinaire, Chris Marriott, and an esteemed group of digital experts to discuss the rebirth and emerging strategic importance of customer relationship management in a post-digital, multi-platform world.
- RYAN DEUTSCH, DIVISIONAL VP, DIGITAL MARKETING, SEARS HOLDINGS
- PATRICK ROBERTSON, VP of STRATEGY, RAPP | CORE DIALOG
PUSH TO ENGAGE: HOW MACHINE LEARNING & NOTIFICATIONS WILL TRANSFORM CONSUMER ENGAGEMENT
- How are our devices becoming smarter and notifications becoming more relevant and evolving in functionality?
- How do you adapt your product or marketing strategy to accommodate?
- How do you build timely and useful notifications into your digital experiences?
- How do you measure effectiveness?
SESSION LEADER: CHRISTIAN GLOVER WILSON, VP, TECHNOLOGY & STRATEGY, TIGERSPIKE
DAY 1 CLOSING KEYNOTE: TV DISRUPTED – JUST FOLLOW THE EYEBALLS
The cat is out the bag. The old-line business models of television and related viewer behavior and consumption patterns are slowly being dismantled and disrupted (and have been for some time). Ultimately, for marketers, it doesn’t matter what company, or group of companies, finally breaks the model for good, nor does it matter how the content gets bundled and monetized. That’s for the established and upstart content producers, distributors and aggregators – and Wall Street – to contemplate and worry about, and the parlor game for the media elite to discuss and debate. Moving forward, what matters most for marketers is exactly how television content will be consumed (and when), via what current and emerging platforms, and how this engagement and viewership with the content -and the advertising!- will be measured and proven. Don’t worry about the disruption of television. Worry about the eyeballs and exactly how to engage the viewers of television content as disruption accelerates.
SESSION LEADER: TIM HANLON, FOUNDER & CEO, THE VERTERE GROUP
FREE TIME & NETWORKING
LINDEN BALLROOM FOYER
All delegates are welcome to join us in the Linden Ballroom Foyer.
TBD, depending on weather
THE CDX DINNER
All delegates are invited to join us for our annual CDX B-to-B Dinner. Exact location to be announced on Monday afternoon, depending on weather.
LINDEN BALLROOM FOYER
All delegates are welcome to join for us for continental breakfast and networking prior to the opening keynote.
DAY 2 OPENING KEYNOTE – THE ART OF DIGITAL TRANSFORMATION WITH KIMBERLY CLARK
We are thrilled to welcome Jeff Jarrett, VP of Global eCommerce and Commercial Innovation, as our Day 2 Opening Keynote, and look forward to Jeff’s perspectives and thoughts as a driving force behind the digital transformation of Kimberly Clark, a $20B+ global corporation that sells products in over 170 countries. In addition to setting the vision for Kimberly-Clark’s digital transformation, Jeff has led the Global e-Commerce for five years and set up the firm’s Digital Center of Excellence and Digital Innovation Lab. Don’t miss this keynote featuring a true digital transformation pioneer and corporate innovator.
INTRODUCTION: DREW IANNI, FOUNDER & EVENT CHAIRMAN, CDX GLOBAL FORUM
FEATURED PRESENTER: JEFF JARRETT, VP, GLOBAL eCOMMERCE AND COMMERCIAL INNOVATION, KIMBERLY-CLARK
THE FORRESTER B-TO-B BRAND ROUNDTABLE
We are proud to continue our partnership with Forrester as Nigel Fenwick, VP and Principal Analyst , joins us to lead a discussion with three leading brands to get their thoughts on how digital is transforming the customer relationship, the enterprise as a whole, and how they are driving innovation and change within their respective organizations.
SESSION LEADER: NIGEL FENWICK, VP & PRINCIPAL ANALYST, FORRESTER RESEARCH
MASTER CLASS CASE STUDIES WITH SAP/HYBRIS – DIGITAL TRANSFORMATION IS MORE THAN DIGITAL
John Fisher, former VP, E-commerce for Aramark’s $1B office coffee service, and now Head of Global B2B Marketing at the Hybris unit of SAP, will explain how a business that was brewing an astounding one billion cups of coffee each year moved from low-tech operations to a cutting-edge competitor. Hear how their implementation of both e-commerce and SFA/CRM systems served as digital transformation enablers, changing the way departments throughout the company had to operate in order to support new digital commerce capabilities. Product shipments needed to go from once per month to next-day delivery. Sales and marketing needed to become mobile. Customer Service needed to become automated. Hear how John and his team tackled these challenges and overcame widespread internal resistance in this low-tech organization, integrated technology throughout the entire company, and transformed an “old school” business into a modern competitor.
SESSION LEADER: JOHN FISHER, HEAD OF B2B MARKETING, SAP/HYBRIS
CASE STUDY SPOTLIGHT: PROGRAMMATIC MEDIA & MAKING IT REAL
Programmatic media buying is revolutionizing the way we plan, execute and improve our marketing strategy, and we are pleased and honored to welcome Ana to our stage to discuss how Dell is innovating its digital strategy to best utilize programmatic while driving best in class customer experience and ROI. In this session Ana will walk us through two Dell case studies of how they are leveraging programmatic in their B2B campaigns. She will cover the components that build a strong digital plan, the drivers for success, the best model to work with the agency and multiple platforms, what KPIs are relevant, how to make this work in an AGILE approach, and what the overall impact was for the business.
SESSION LEADER: ANA VILLEGAS, N.A. MARKETING DIRECTOR, DELL COMMERCIAL BUSINESS
OMOBONO PRESENTS: DIGITAL TRANSFORMATION @ JONES LANG LaSALLE
We are thrilled to welcome Omobono, one of the leading global B2B agencies, and Scott Hays, SVP and Head of Americas Digital Marketing at Jones Lang LaSalle (JLL), to discuss the many opportunities and challenges facing this Fortune 500 firm with 57,000 associates in 230 offices across 80 countries around the world.
SESSION LEADER: FRANCESCA BROSAN, CHAIRMAN & FOUNDER, OMOBONO
LEADING DIGITAL: BUILDING YOUR ROADMAP TO B2B DIGITAL MASTERY
Your job is to drive enterprise digital transformation. You must work by influence to mobilize stakeholders, align resources, and create measureable business value on a defined timeline. How do you make the case for digital transformation? How do you identify and prioritize the capabilities the organization must develop? Tony Fross, VP Digital Advisory Services at Capgemini Consulting, shares the fruits of 3 years of research executed in partnership with MIT, combined with the scars and trophies won by Capgemini in helping clients execute their digital transformations. Tony will also be sharing the next generation of the Digital Transformation Framework popularized in Capgemini’s bestselling book, Leading Digital.
SESSION LEADER: ASHLEY SKYRME, VP, CAPGEMINI CONSULTING NORTH AMERICA
ON DIGITAL TRANSFORMATION – A CONVERSATION WITH DDB AND STATE FARM
We are pleased to welcome DDB, a long-time friend and partner of the CDX Forums, and their SVP and Director of Digital Operations, Ahzer Ahmed to the stage for an engaging fireside chat with State Farm’s Brian Huonker, an innovative marketing Director and Analyst responsible for leading a range of digital transformation initiatives across mobile, content marketing, and more for one of our leading national brands.
- SESSION LEADER: AHZER AHMED, SVP & DIRECTOR, DIGITAL OPERATIONS, DDB
- FEATURED GUEST: BRIAN HUONKER, DIRECTOR, BRANDED DIGITAL CONTENT, STATE FARM
R/GA PRESENTS: THE INTERNET OF THINGS – ACCELERATING IoT IN THE ENTERPRISE
Just as we were all getting our heads around digital, along comes the mobile explosion, BYOD, and the consumerization of IT, the Internet of Things (IoT) is now creating new range of new opportunities and challenges for marketing, IT, and innovation executives. In partnership with our sister conference The IoT Influencers Summit, we are proud to welcome two executives from the pioneering firm R/GA, to share R/GA’s view of “the connected age” and a new approach for large organizations to welcome emerging technologies into their digital ecosystems.
SO MANY PLATFORMS, SO LITTLE TIME: THE FUTURE OF CROSS-PLATFORM MEDIA (Presented by The IAB)
We are thrilled to continue to continue our partnership with the IAB and welcome Susan Borst, Director of Industry Initiatives at the IAB, to moderate a group of leading buy-side and content monetization executives to discuss the state of cross-platform consumer engagement and media monetization in an age of platform proliferation, media fragmentation, and data-driven advertising solutions. We will get the panelists’ thoughts on the stage of programmatic media (are the robots killing creativity?), native / custom content, mobile advertising, video, and more as they reveal what is working (and what is not) across media, advertising, and consumer engagement.
SESSION LEADER: SUSAN BORST, DIRECTOR, INDUSTRY INITIATIVES, IAB
THE MOBILE PARADIGM SHIFT: YOUR APP SHOULD BE YOUR OBSESSION
It is quite possible that the your customers now spend more time with your mobile app than any other brand touch point and their perception of your brand, at its CORE, is heavily-influenced, if not dominated, by their experiences with your mobile app. This is a massive, consumer engagement paradigm shift and no amount of television advertising, clever SEO, or ultra-targeted, deep-linking-rich programmatic ad campaigns can effect or improve your customer’s experiences with your app. What about that Cannes Lion-EFFIE-Webby-winning super-amazing, cross-platform ad campaign you just took home? Fantastic! Ah, but your app sucks? Well, good luck. So what have we learned in regards to best practices for app design and UX, app discovery and user acquisition, app-driven commerce and what are the (still) rapidly emerging consumer trends as it relates to app/mobile behavior and consumption. It’s an APP-FIRST world and we are all just living in it.
SESSION LEADER: REID LAPPEN, CEO, VOKAL INTERACTIVE
SEARCH 3.0: HOW MOBILE, APPS, MACHINE LEARNING AND MORE ARE TRANSFORMING SEARCH
With all the discussion and hype around trending topics and marketing disciplines such as programmatic, content and influencer marketing, innovation and more, an important announcement from Google in April about their search indexing algorithms and the increased impact of emerging mobile-first platforms and apps are fundamentally changing search. More specifically, earlier this April, Google announced a formal change to its search index algorithm to index app results so search results now include web pages and relevant content that is within an installed app of that user. Moreover, mobile-first apps such as Facebook, Instagram, Snapchat, and other content and utility-specific apps are stealing search share and Apple is long-rumored to make a big search play. Looking further out, many predict the demise of search (and even apps) as we know it as our smart devices, and apps, learn about our behaviors and desires and ultimately push recommendations and contextual and timely information that essentially pre-empt the user’s need to search for something. Search remains incredibly important to every marketer but this isn’t your father’s search algorithm and the future is changing….fast. Go ahead and ask the average 25 year-old the last time they conducted a good old-fashioned “Google search”. Search 3.0 is upon us. Are you ready?
SESSION LEADER: DANA TODD, CMO-AT-LARGE & BOARD MEMBER, SEMPO
CLOSING KEYNOTE: POSTCARDS FROM THE EDGE, SERVED UP HAPPY-HOUR-STYLE!
At all Chief Digital Officer Global Forums, our tradition is to close each show with our recurring “Postcards From The Edge” session which takes a qualified look at the future of digital transformation and the emerging connected consumer in an enlightening, interactive format. Given the excitement around the Internet of Things, augmented and virtual reality, the rapidly-evolving mobile-first consumer and more, this session will dive into the future of digital engagement how mobile, apps, and emerging platforms and devices, along with the evolution of search, are blowing apart the traditional consumer funnel and how you can track and stay engaged with the increasingly elusive connected consumer.
SESSION LEADER: IAN BEACRAFT, DIRECTOR, DIGITAL STRATEGY, HAVAS
- AARON HOROWITZ, SVP, MARKETING, VOKAL
- VENU VESUDEVAN, SR, DIRECTOR, MULTI-SCREEN MEDIA & SYSTEMS, ARRIS
- MITCH POSADA, FOUNDER, LEANSTART.IO
- KAMLA REDDY, DIRECTOR OF MARKETING, TANGOCODE