June 26, Day 3
Technology Enabled Growth to Expand Your Business
8:30 am - 9:00 am
Registration and Breakfast
9:00 am - 9:05 am
Program Director Opening Remarks
9:05 am - 9:15 am
Chairperson Opening Remarks
9:15 am - 9:40 am
Keynote: Unleashing the Power of Data to Build a Cultural Icon
Jackie Bruzek -
Senior Director, Customer Experience,
McDonald’s
Many of us have long viewed McDonald's as a cultural icon, but what does this mean today in our highly connected and data-driven world? Jackie Bruzek, Senior Director of Customer Experience at McDonald's is passionate about leading with a data-first strategy and connecting with different generations digitally. Join to hear more about how McDonald’s is building campaigns and programs that:
- Tap into the creative universe of fans
- Drive growth through harnessing gen Z insights
- Use data to delight fans and build more seamless experiences
9:40 am - 10:00 am
Fireside Chat: Unlocking Dollars: Measuring Spend and Incrementality to Justify Investments
In an environment where discretionary spending is being challenged, investments will need defined short-term ROI, measurable operational efficiencies or both. Hear from one digital leader who will demonstrate results seen with a particular tactic. Find out how to:
- Identify the data points necessary for measurement
- Leverage ROAS and other hard metrics to gauge success
- Solve for incrementality to drive profitable growth
- Effectively communicate results and insights to justify investments
10:00 am - 10:40 am
Panel Discussion: Unveiling the Invisible: Sales Lift Attribution to Track Offline Success
Daniel Davidson -
Head of Performance Marketing Analytics,
Nestlé USA
Eric Rouleau -
Senior Manager, Digital Marketing,
SpartanNash
Digital analytics abound, yet measuring the impact to offline sales remains a challenge. There is an opportunity to work with partners to conduct lift studies to bring visibility to offline impact. Find out how to bridge the gap between your online and offline initiatives to measure success, including:
- Identifying and mapping the online and offline touchpoints that contribute to your sales ecosystem
- Methodologies for integrating offline sales data with digital channels for a holistic view of the customer journeys
- Understanding the types of attribution models that measure offline sales impact
10:40 am - 11:00 am
Fireside Chat: Winning in B2B: Optimizing B2B eCommerce Strategies to Drive Growth
Alex Tummons -
Marketing Operations, Creative & Agency Services,
Tyson Foods
B2B sales are a critical path of eCommerce growth. B2B and food services are catching up on digital transformation and it’s a significant growth opportunity for brands. Find out how to engage mission-driven, multi-generational buyers to drive strategic growth, including:
- Designing a B2B site and customer journeys that drive conversion
- Leveraging existing capabilities and technologies and enhancing for the B2B buyer
- Engaging independent retailers to enable digital conversions
- Personalization for the B2B Buyer
11:00 am - 11:50 am
Panel Discussion Interactive: Capitalizing on Technology Enhancements to Improve Customer Experience and Drive Efficiency
Michael Boswell -
Vice President, Digital,
Breakthru Beverage Group
Keith Barber -
Director, Digital Customer Experience,
Tyson Foods
Technology continues to improve the omnichannel shopping experience for shoppers, as well streamlined operations for businesses. Find out how to take advantage of the latest opportunities to drive a seamless shopping experience, such as recipes via QR codes, electronic shelf labels, robots to manage inventory and AI algorithms that may help retailers reduce waste and improve forecasting. Learn from a panel of digital leaders who will discuss:
- Leveraging automation to streamline customer interactions across touchpoints
- Strategies for achieving seamless integration across multiple channels
- The role of AR and VR technologies to showcase products and enhance engagement
- Technologies such as IoT and inventory managing robots that avoid stockouts
