#MFTour The 2014
Marketing Forward Tour
Select your location above to see what’s in store for your city!
12:00 - 12:45 Registration & Lunch
12:45 - 13:00 Welcome
Matt Seeley, Group President - Experian Marketing Services
Ashley Johnston, Senior Vice President, Global Marketing - Experian Marketing Services
13:00 - 13:30 Map the future
Cory Munchbach, Analyst, CMO Professionals – Forrester Research

Cross-channel marketing isn't another technology; it's a strategy for continuous customer obsession. It requires firms to differentiate on relevance and responsiveness as much as on price and positioning, to build a cycle of interactions and insights as important as products and placements. While cross-channel requires a new game plan, it also requires tighter links between operations, technology and data. In short, it requires a level of obsession and excellence that far exceeds past efforts. Join Forrester Research's Cory Munchbach as she explores our progress on the journey to cross-channel marketing, reviews case studies, analyzes obstacles and addresses the urgency to map the future of customer interactions.
13:30 - 13:50 Path to profit in the age of deep discounting
Bill Tancer, General Manager, Global Research – Experian Marketing Services and author of Click: What Millions of People are doing Online and Why It Matters and Everyone's a Critic - Winning Customers in a Review-Driven World

It's been over five years since the U.S. economy entered a recessionary period. Discounting through group and social buying websites, followed by direct discounting to consumers, appeared to be the key to driving sales in a difficult economic climate. As consumer confidence continues to improve into 2014, businesses are discovering that they have conditioned consumers to expect 50%+ discounting. As a result, they continue to operate on ever-thinning margins. Utilizing EMS’ unparalleled data assets, we'll provide three key strategies for achieving greater profitability without deep discounting:
  • Segment your customer base into deal-seekers and the deal-indifferents: Surprisingly, 47% of consumers are indifferent to sales, deals and discounting, yet retailers and travel providers continue to offer hefty discounts in a shotgun fashion and leave money on the table.
  • Encourage self-couponing: Discriminate pricing is troubling for many businesses as we don't want to alienate deal-indifferents when offering discounts to deal seekers. Loyalty cards might be the solution by discriminately offering deals to those whose purchase behaviors indicate that they're incented by discounts.
  • Service as the antidote: The discounting race has led to the commoditization of many products and services. Now is the time to excel at service through customer obsession to differentiate your business on something other than price.
13:50 - 14:30 Client chat: Crossing channels – finding the best way to your customer
Cory Munchbach, Analyst, CMO Professionals – Forrester Research
Don Steele, VP, Digital and Marketing – COMEDY CENTRAL
Carol McIntyre, VP, Customer Relationship Management – New York & Company
Daria Nachman Director of Marketing Research – ABC

It's hard to go a day without hearing about the hyperconnected consumer and the need to move toward cross-channel/omni-channel marketing. How are brands changing in order to meet the demands of the marketplace? Executing well-coordinated and orchestrated campaigns sounds great in theory, but what does it really mean and require? How important is Big Data, or is it another overhyped term? Join us for a candid discussion as we share real-world challenges and successes in adapting to the cross-channel reality.
14:30 - 14:45 Break
14:45 - 17:00 Roundtables (choose three)
17:00 – 18:00 Networking Reception
Select your location above to see what’s in store for your city!
Crossing channels - getting closer to your customers through highly coordinated strategies
Engaging your customers with consistent, integrated and real-time messages in their preferred channels sounds fantastic, but can be awfully hard to do. This roundtable will focus on the paradigm shift that's occurring in marketing today as siloes come down and marketing functions intersect. We'll discuss how to move your organization's marketing strategies, technologies, organizational structure and implementation efforts from one or two channels to truly across channels, a/k/a achieving marketing nirvana.
Making big data small data - find the most addressable, predictable and actionable data points
A huge challenge for today's marketer is understanding and connecting Big Data to generate accurate, robust customer insights that fuel effective cross-channel campaigns. This roundtable will examine the various sources of online and offline consumer data, plus methods for extracting insights that identify hidden opportunity within your customer base to help design, build and execute integrated cross-channel customer experiences that build brand loyalty.
Resolving linkage and contact data challenges
If you're jumping into cross-channel marketing with both feet but you haven't ensured that your customer data is accurate, your campaign efforts simply won't work. This step may not be overly sexy but it's an imperative for marketing success. Join a discussion on the challenges marketers face when resolving and linking customer identities in various channels, plus ensuring that contact data is accurate before campaigns launch.
Improve customer acquisition programs using consumer insight and inflight measurement
We all know that smart segmentation and targeting improves customer acquisition in display, search and social media marketing programs. Better consumer insights should lead to stronger campaign results. But execution and measurement also impact overall performance and should be carefully monitored in real time. Join this discussion about how deep insights into behaviors, preferences and lifestyles can be used to fuel digital marketing programs, plus how to identify improvements that can be made while campaigns are in flight.
Focusing your mobile strategy - better engage your customers in this essential channel
Mobile is a critical channel for savvy brands and is an area that all marketers are thinking hard about. This roundtable will focus on how mobile is now an essential part of the overall customer experience as well as the marketing mix. We will discuss how consumers use mobile and how they expect marketers to communicate with them on their mobile devices.
Essential email strategies for a cross-channel world
Email has emerged as a hub of cross-channel marketing execution because of both its effectiveness and natural ability to integrate with other channels. Email marketers recognize that they are often the driver of their organization’s cross-channel marketing efforts and are seeking new and innovative ways for email to seamlessly connect with social, mobile, display, etc., while driving overall campaign strategy. Join this roundtable to discuss the trends, challenges and success stories related to email's leading role in today’s complex marketing ecosystem.
Select your location above to see what’s in store for your city!
Roe J. McFarlane
SVP, E-Commerce Product Management – Follett Higher Education Group

Roe joined Follett in 2013 and is responsible for the product strategy and innovation of Follett Higher Education division’s retail e-commerce solutions that service to universities, students and institutions across North America. He oversees Follett marketing, E-commerce technology, and multiple E-commerce channels including efollett.com, Skyo.com and Follett Virtual Campus. Roe came to Follett from Redbox Automated Retail where he served as the vice president of Product Innovation and Customer Experience. At RedBox, Roe managed a team responsible for user experience and design, product prioritization, alternative payments, and gifting across all consumer channels (web, mobile, kiosk, API, and campaign management). Prior to RedBox, Roe was vice president of Product Management and Innovation at RR Donnelley where he was instrumental in growing the company’s digital service offerings through organic growth, and numerous acquisitions, that continue to be leveraged by its Fortune 500 customer base. Roe holds an MBA in International Business and Marketing from the University of New Brunswick, and a BA in Political Science from St. Francis Xavier University in Canada.
Jake Fenske
Sr. Director, Channel Partnerships & Online Marketing – Redbox

As the Sr. Director of Channel Partnerships & Online Marketing for Redbox Instant by Verizon, Jake oversees the retention and engagement strategy for Redbox Instant’s consumer marketing and transactional email programs. In addition to email, Jake manages the brand’s online and consumer electronic acquisition channels.
Alex Czurylo
VP of Business Intelligence and Analytics – Rakuten LinkShare

As the Vice President of Analytics for Rakuten Marketing, Alex oversees the global analytics teams in affiliate, search, lead generation, display and retargeting. He has over 14 years of experience in analytics with the past 10+ years in digital analytics. Alex is also heavily involved with product development, finance, marketing and operational efficiency at Rakuten Marketing. Prior to joining Rakuten Marketing, Alex was a Senior Analyst at NSA Media.
Matt Seeley
Group President - Experian Marketing Services

As Group President of Experian Marketing Services, Matt Seeley is responsible for overseeing all areas of the business with a primary focus on revenue growth, market penetration and client engagement. Additionally, Matt is focused on successfully bringing new products to market that enable organizations to effectively target and engage their customers across channels, including leading the organization’s overall digital strategy and subsequent entry into new markets. Matt Seeley has been a pioneer of digital marketing over the past decade. Under his leadership, Matt led Experian CheetahMail to become one of the largest and most successful email services companies in the industry, and was instrumental in facilitating the company’s global expansion into 9 countries around the world.
Ashley Johnston
Senior Vice President, Global Marketing - Experian Marketing Services

Ashley Johnston, Vice President of Marketing for Experian Marketing Services, brings over 16 years of experience across a variety of marketing disciplines. Ashley is obsessed with finding ways to bring brands and consumers closer together and leverages her passion for people, fun and innovation to make this a reality. As the primary advocate and brand steward for Experian Marketing Services she takes great pride in maintaining a strong community across our client base, challenging status quo while keeping our customers at the center of everything we do.
Bill Tancer
General Manager, Global Research - Experian Marketing Services and author of Click: What Millions of People are doing Online and Why It Matters and Everyone's a Critic - Winning Customers in a Review-Driven World

A New York Times Best Selling author and former columnist for TIME magazine, Bill Tancer brings more than 15 years of marketing, market research and business strategy experience to Experian Marketing Services. As the general manager for global research, Bill leads a team of research analysts that specialize in providing cutting-edge research and insight into consumer behavior, both retail and shopping trends and the application of competitive intelligence.

Bill is the author of two books, Everyone's a Critic - Winning Customers in a Review-Driven World to be released in August 2014 by Penguin Portfolio and The New York Times Best Seller Click: What Millions of People Are Doing Online and Why it Matters. Bill's analysis of the online landscape has been quoted extensively in the press, including The Wall Street Journal, The New York Times, USA Today, Businessweek, Forbes and CNN, among others. Named Television Week’s “12 to Watch” for 2008, Bill is a frequent guest on business television and radio programming including CNBC and Fox Business News and his analysis of the online landscape was a feature subject in ABC News' hit series 20/20.
"I learned a great deal in a very positive and cooperative environment - it was great to hear more about Experian offerings in the context of various companies."

For more information, contact us at events@experian.com