2014 AGENDA, TOPICS, & SPEAKERS LIST

12:30 PM - Registration and Networking

1:00 PM - Keynote: Kelly Cook, CMO/EVP, DSW - DSW’s Omni Journey

kellycook - exec photo2PRESENTATION SUMMARY: Shoe Love is true love!   And it makes business sense.  Kelly will be sharing DSW’s OMNI journey to America’s Favorite Place for Shoes via emotional connections with customers.  She’ll share examples of customer advocacy through social media, blogs and their loyalty program, DSW Rewards.  More importantly, she’ll speak to the enormous role data-driven decision making and cross-department alignment around strategy and Advanced Analytics.

BIO: Doing what you love is the secret to life, right?  Well – that’s what Kelly is doing.  She was born a Shoe Lover!   Kelly is EVP, CMO.  She is responsible for DSW Rewards, a 22M member loyalty program, precision marketing, advanced customer analytics, social media, our branding, and the OMNI customer experience.

2:00 PM - Multichannel Response Techniques - Sheera Eby, Jacobs & Clevenger

New_Sheera_Leadership_Pic_4.2PRESENTATION SUMMARY: Digital communications and the proliferation of marketing channels have created new challenges for many marketers. The reality is that many principles of response marketing haven’t changed, even though the channels may be different. This session will highlight 6 attributes that span channels and define successful multichannel campaigns. Attendees will receive tangible, actionable items that can improve the effectiveness of your multichannel campaigns. Proven techniques will be shared to ensure marketing communications channels are optimized to produce the best results.

BIO: Executive Vice President of Strategic & Client Services at Jacobs & Clevenger, Sheera provides invaluable strategic guidance for all of our clients. She has more than 20 years of proven and practical experience in multichannel strategy, planning and communications development. Sheera’s career is distinguished by experience that spans both the communications agency and client side as well as a total comprehension of the dynamics of marketing, including consumer/B2B marketing, marketing strategy, measurable marketing, digital marketing, direct marketing and marketing communications. Sheera has authored thought leadership content including over a 100 blog articles as well as several ebooks and educational seminars in multichannel response marketing best practices and techniques.

2:25 PM Proximity Marketing: Using Location Data to Improve Search Performance - Gib Olander, VP of Product, SIM Partners

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PRESENTATION SUMMARY: Proximity Marketing: Using Location Data to Improve Search Performance

Seventy percent of mobile searches lead to action within one hour. This creates a huge opportunity for marketers to connect with consumers where and when they are looking for them. In this session you will learn how to make the most of your location data to increase conversions across your search marketing program.

BIO: Gib Olander with more than 15 years of digital marketing experience, specializing in local search, big data, reviews, data distribution and content marketing among other areas of expertise.

Gib currently directs new product initiatives for SIM Partners, with an emphasis on further improving Velocity’s industry-leading technology platform, as well as offering innovative solutions that ensure that brands’ location information is consistent, accurate, and actionable. He utilizes SaaS to offer scale, control and efficiency to fortune 500 brands who want to excel in search, social and mobile at the location level.

Prior to joining SIM Partners, Gib was Founder and CEO of Local Viewpoints, an award-winning Wavetable Labs funded SaaS business which took a mobile-first approach to collecting, analyzing and publishing customer feedback. Additionally, Gib led product and market development strategy for Localeze, helping to invent business listing identity management which was purchased by more than 1 million SMB’s during his tenure, while also building Localeze into the local data source for more than 300 local, mobile and social platforms across the internet. Over the past decade, Gib has become a recognized thought leader in local search, speaking frequently at industry conferences including BIA/Kelsey, PubCon, SES and SMX and writing for such outlets as Search Engine Land, MediaPost, and Visibility Magazine.

Gib lives in Elmhurst, IL with his wife Meg and their twin children Teddy and Julia. He enjoys baseball and coaching youth sports.

2:50 PM - Networking Break

Sponsor this break, contact Michael Long at michael@chicagoama.org or by phone at 312-280-0449

3:25 PM - Keynote: Five Insights to Improve Marketing Performance, Mark Jeffery, Managing Partner, Agile Insights

markjeffreyPRESENTATION: Join thought leader Mark Jeffery for insights into how to dramatically improve the performance of your marketing. The five insights span: (1)  The Marketing Divide – what the leading marketing organizations know that the laggards don’t from a Kellogg School study of 250 firms capturing $53 billion in annual marketing spending;  (2)  an old idea that is the new idea — Big Data Analytics;  (3) All customers are not equal — Value Based Marketing.   (4) Agile Marketing – how to amplify winning marketing strategies for 5X or more performance improvements; and (5) Social^2 (social squared) — the next level of social media marketing. Case examples will include Microsoft, Sears, eBay, and other major companies and healthcare organizations.

JeffreyBookHis “Data-Driven Marketing – The 15 Metrics Everyone in Marketing Should Know” was awarded the best book of the year by the American Marketing Association and in 2013 Jeff Bezos named Data-Driven Marketing to his personal top 12 books to read list.

BIO: Mark Jeffery is an award winning author, President and CEO of Aquimo LLC, Managing Partner of Agile Insights LLC and Senior Lecturer of Executive Education at the Kellogg School of Management. Aquimo is a revolutionary mobile gaming and marketing platform for golf, basketball, baseball, bowling and other sports. His consulting expertise is in unlocking business value from marketing and IT and data-driven marketing strategy and execution. Mark has conducted significant research at Kellogg and has surveyed 252 Fortune 1000 firms on strategic marketing performance management, capturing $53 billion of annual marketing spending. Mark directs two Kellogg executive programs: Strategic Data-Driven Marketing and Driving Strategic Value from IT. Over the last 15 years he has taught in many custom executive programs and consulted to many organizations including Microsoft, DuPont,  Dow Chemical, and Teradata.  He has more than 30 publihttp://chicagoama.org/wp-admin/post-new.php?post_type=page#savecations in scientific and technology journals, three book chapters, and 26 original case studies distributed through Harvard Case Publishing.

4:10 PM - Defining Your Best Customers and Predicting Engagement, Brett Charobee, Director of CRM, Database Marketing, Red Box

brettcharobeePRESENTATION SUMMARY: How do you define your best customers? How do you predict what will drive customer engagement? The key is defining your CRM contact strategy by understanding your customer base.

BIO: Over the past four years Brett Charobee has grown the CRM team at Redbox into a best-in-class CRM system. He is an expert in taking unstructured and untapped data resources and leveraging them to build automated, one-to-one personalized experiences for the customer. Brett has over 12 years of database marketing and CRM experience within the banking and e-commerce industries including with organizations such as Bank of America, Citibank, American Express and Provide Commerce.

Thought Starter: Can you define your best customers? 

Takeaways:

Build engagement through your channels

Identify your 80/20

Retain your best customers and migrate those with similar characteristics

4:35 PM - Customer Experience Mapping - Jeremy Ages, Director, Strategy and Planning, The Marketing Store

JeremyAgesJeremy Ages, Director, Strategy and Planning, The Marketing Store

Customer Experience Mapping

The Big Idea: The Marketing Store recently conducted primary research to better understand the key behavioral and emotional drivers of loyalty. In this session, we will share some key insights from that study and how they can apply to a deeper understanding of the overall customer journey. This session will provide an overview of how to create a customer experience map for your own brand and then use it to identify areas of opportunity that can play a critical role in how (and when) we as marketers should communicate.

5:00 PM - Keynote: Big Data Analytics and Social Media, Dr. Morten Middelfart, Founder, Social Quant, Inc.

Morton no logoPRESENTATION SUMMARY: With more than two decades of practical experience in the field of Business Analytics, Dr. Middelfart will describe the trends and technologies that leads to global competition on Big Data. In particular, we explore how Social Media and the marketing department will be spearheading this data-driven competition.

BIO: Dr. Morten Middelfart has over two decades of experience in developing and managing business intelligence and analytics solutions. At age 25, Morten founded Morton Systems, a business intelligence company. Morton Systems was sold to TARGIT in 1996. Following the sale of his company, Morten became TARGIT’s CTO and chief product visionary. The TARGIT Decision Suite is largely based on the technologies and ideas developed at Morton Systems. More recently, Morten developed technologies such as TARGIT’s Xbone and TimeLiner to accommodate high-performance competitive analytics through the use of both internal and external data.
In September 2014, Morten launched a new company, Social Quant, which specializes in social media optimization using Big Data analytics and machine learning.
Morten holds an MBA from Henley Management College (U.K.) and two PhDs, from Rushmore University (U.S.) and Aalborg University (Denmark). His doctoral theses became, respectively, the groundbreaking Computer Aided Leadership and Management, and Sentinel Mining. Morten holds seven U.S. Patents, and 25 worldwide, for his technological developments in business intelligence and analytics, placing him among the top 1.8% of all active inventors.
In his spare time, Morten is an avid skydiving instructor and enthusiast, with more than 1,500 airplane jumps and several BASE jumps to his name.

6:00 - 7:00 PM - Reception and Prize Drawings

More information to come….