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Forrester’s Forum ForMarketing Leaders

Forum Guide

CONNECT ENGAGE DELIVERApril 14–15, 2015 New York Hilton Midtown

Agenda: Tuesday, April 14

7:30 AM Networking Breakfast In The Solutions Showcase AMERICAS HALL 1

7:30 AM Breakfast Presentation With IBM: Trends in Marketing Transformation — Where Do You Stand?Jay Henderson, Director of Strategy, IBM ExperienceOne, Customer Engagement Solutions Laurie Hood, Vice President of Product Marketing, SilverpopTRIANON BALLROOM

8:30 AM Connect Engage Deliver: Opening RemarksCarlton A. Doty, Vice President, Group Director, Forrester ResearchGRAND BALLROOM

8:40 AM Will People Really Do That? James L. McQuivey, Vice President, Principal Analyst, Forrester ResearchGRAND BALLROOM

9:10 AM Connect + Engage: How The Grammys Deepen The Music Conversation Evan Greene, Chief Marketing Officer, The Recording Academy/The Grammy AwardsGRAND BALLROOM

9:40 AM Premier Keynote With Adobe: So You’re ‘All-In’ On Digital. Now What?Ann Lewnes, Senior Vice President and Chief Marketing Officer, AdobeGRAND BALLROOM

10:10 AM 2015 Groundswell AwardsNate Elliott, Vice President, Principal Analyst, Forrester Research GRAND BALLROOM

10:30 AM Morning Networking Break In The Solutions Showcase Sponsored By Infor AMERICAS HALL 1

11:10 AM FORRESTER STAGE What The “Marketing Clouds” Really Mean For MarketersRusty Warner, Principal Analyst, Forrester ResearchGRAND BALLROOM WEST

INTERVIEW STAGE Doing More With Less (Or Nothing): Marketing Lessons From DisruptorsSharam Fouladgar-Mercer, CEO, AirPRLaura Holliday, CMO, ZolaNick Taranto, Co-Founder and Co-CEO, Plated.comModerator: Jenny Rooney, Editor of the CMO Network, ForbesTRIANON BALLROOM

PANEL STAGE Unlocking Creative Collaboration Through Programmatic MarketingScott Hagedorn, Chief Executive Officer, AnnalectTed Nelson, CEO and Co-Founder, MechanicaLisa Weinstein, President, Global Digital, Data and Analytics, Starcom MediaVest GroupModerator: Ashu Garg, General Partner, Foundation CapitalMERCURY BALLROOM

B2B STAGE Make The Pivot To Customer-Obsessed B2B Marketing — At ScaleLori Wizdo, Vice President, Principal Analyst, Forrester ResearchRENDEZVOUS BALLROOM

11:40 AM Intermission

11:50 AM FORRESTER STAGE From Click Metrics To Customer Value Metrics: How Attribution Measurement Will EvolveTina Moffett, Analyst, Forrester ResearchGRAND BALLROOM WEST

INTERVIEW STAGE TBATRIANON BALLROOM

PANEL STAGE Assessing Agency Capabilities: The Coca-Cola WaySarah Madden Armstrong, Director, Worldwide Agency Operations, The Coca-Cola CompanyMERCURY BALLROOM

B2B STAGE Use Stories To Increase B2B Brand RelevanceLaura Ramos, Vice President, Principal Analyst, Forrester ResearchRENDEVOUZ BALLROOM

12:20 PM Intermission

12:30 PM Guest Executive Forum With Turn: Know Your Data, Know Your CustomerMatthew Westover, Vice President of Product Marketing, TurnJohann Wrede, Head of Audience, Brand, and Content Marketing for Customer Engagement and Commerce Solutions, SAPGRAND BALLROOM WEST

Guest Executive Forum With IBM: The Experiences Your Customers Want — Even The Ones They Aren’t ExpectingChristopher Wong, Vice President of Strategy and Product Management, IBMTRIANON BALLROOM

Guest Executive Forum With Pegasystems: The Always-On Marketing BrainRob Walker, Vice President, Decision Management, PegasystemsMERCURY BALLROOM

Guest Executive Forum With Visual IQ: Marketing Attribution Success At IHG: An Insider’s PerspectiveManu Mathew, Co-Founder and CEO, Visual IQDavid Schmitt, IHG, Director, Global Digital Operations and AnalyticsRENDEZVOUS BALLROOM

1:00 PM Networking Lunch In The Solutions Showcase AMERICAS HALL 1

1:10 PM Theater Presentation With RedPoint Global: Crawl, Walk, Run: 3 Steps to Real-Time, Data-Driven Customer Experiences Dean Shaddock, Principal Solutions Consultant, RedPoint Global Inc.AMERICAS HALL 1

1:20 PM Theater Presentation With Marxent: Virtual Reality: The Future Of Retail Beck Besecker, CMO, Marxent LabsAMERICAS HALL 1

1:30 PM Theater Presentation With Persado: Automating The Power Of Persuasion With Algorithmic Copywriting David Atlas, CMO, PersadoAMERICAS HALL 1

1:50 PM How Do People Really Choose? Shar VanBoskirk, Vice President, Principal Analyst, Forrester ResearchGRAND BALLROOM EAST

Build Your Dream Team: Advance Your Digital Experience Delivery Talent Strategy Anjali Yakkundi, Senior Analyst, Forrester ResearchGRAND BALLROOM WEST


2:30 PM FORRESTER STAGE Go Beyond Guesswork: Relevant Content Requires Editorial, Contextual, And Experiential AnalysisRyan Skinner, Senior Analyst, Forrester ResearchGRAND BALLROOM WEST

INTERVIEW STAGE Only Connect: The New Art Of B2B MarketingBlair Christie, Chief Marketing Officer, CiscoTRIANON BALLROOM

PANEL STAGE Managing Agencies For A Connected Brand ExperienceSarah Madden Armstrong, Director, Worldwide Agency Operations, The Coca-Cola CompanySusan Thomson, Director, Media, Social Media, and CRM, ChryslerModerator: Alicia Arnold, Principal Consultant, Forrester ResearchMERCURY BALLROOM

VIDEO STAGE YouTube And Beyond: Finding ROI In The New Video PlatformsStephanie Horbaczewski, Co-Founder, President, and CEO, StyleHaulAnd others TBA.RENDEVOUZ BALLROOM


3:10 PM FORRESTER STAGE The Right Way To Optimize Your Social MarketingNate Elliott, Vice President, Principal Analyst, Forrester ResearchGRAND BALLROOM WEST

INTERVIEW STAGE Inspired To Win: A Branding JourneyMary O’Brien, Vice President, Marketing, SauconyTRIANON BALLROOM

PANEL STAGE Beyond Publish And Pray: Making Content Marketing PayAmanda Rubin, Managing Director, Global Co-Head, Brand and Content Strategy, Goldman SachsKeith Sedlak, Chief Marketing Officer, McMurry TMGModerator: Ryan Skinner, Senior Analyst, Forrester ResearchMERCURY BALLROOM

Agenda: Tuesday, April 14 (Cont.)

3:10–4:50 PM B2B STAGE B2B Marketing WorkshopLynne O’Connor, Vice President, Consulting Director, Forrester ResearchLaura Ramos, Vice President, Principal Analyst, Forrester ResearchRENDEZVOUS BALLROOM

This is a 90-minute workshop, ending at 4:50PM, with no intermission. Space is limited and participants must register in advance before 1PM at the Registration desk. Walk-ins will not be permitted.

3:40 PM Afternoon Networking Break In The Solutions Showcase Sponsored By StrongView AMERICAS HALL 1

4:20 PM FORRESTER STAGE Advance From Digital Efficiencies To Digital ExperiencesSheryl Pattek, Vice President, Principal Analyst, Forrester ResearchGRAND BALLROOM WEST

INTERVIEW STAGE Closing The Deal: Inside Keurig’s Potent eCommerce BrewDelia Vallejo, Head of eCommerce and Digital, Keurig Green MountainTRIANON BALLROOM

PANEL STAGE Change Agents: Driving Media InnovationRobert Chatwani, Head of Consumer Marketing, eBay, Inc.Tessa Gould, Vice President, Ad Innovation and Monetization, BuzzFeedLaura Henderson, Head of US Media & Communications, Mondelez InternationalMERCURY BALLROOM


5:00 PM The Stoli Reboot: Concocting A Potent New Message For A Storied BrandLori Tieszen, Chief Marketing Officer, Senior Vice President, Stoli Group USAGRAND BALLROOM EAST

5:20 PM Comedy Central: Guiding The Multi-Channel, Multi-Platform BrandWalter Levitt, Chief Marketing Officer, Comedy CentralGRAND BALLROOM EAST

5:40 PM Day One Wrap-UpCarlton A. Doty, Vice President, Group Director, Forrester ResearchGRAND BALLROOM EAST

5:50 PM Networking Drinks Reception In The Solutions Showcase Sponsored By Turn AMERICAS HALL 1

Agenda: Wednesday, April 15

7:30 AM Networking Breakfast In The Solutions Showcase AMERICAS HALL 1

7:30 AM Breakfast Presentation With SAS: Engaging For Excellence — Marketing’s Role In CEMLisa Loftis, Principal Consultant, SAS TRIANON BALLROOM

8:30 AM Connect Engage Deliver: Welcome BackCarlton A. Doty, Vice President, Group Director, Forrester ResearchGRAND BALLROOM

8:40 AM What Happens When People Really Take Control? Fatemeh Khatibloo, Principal Analyst, Forrester ResearchGRAND BALLROOM

9:00 AM Technology Blurs The LinesDavid Bernard, Global Innovation Leader, PepsiCoMaggie Chan Jones, CMO, SAPStacey Vollman Warwick, Head of Content and Social Media Marketing, JP Morgan ChaseModerator: David Kirkpatrick, Founder & CEO, TechonomyGRAND BALLROOM

In partnership with Techonomy

9:30 AM Platinum Keynote With Acxiom: How The Ethical And Appropriate Use Of Data Can Revolutionize Customer Engagement And Brand AffinitySheila Colclasure, Privacy Officer, The Americas, AcxiomGRAND BALLROOM

10:00 AM Unexpected Moments: How GE’s Digital Strategy Builds A BrandLinda Boff, Executive Director, Global Brand Marketing, GEGRAND BALLROOM

10:30 AM Morning Networking Break In The Solutions Showcase AMERICAS HALL 1

11:10 AM Guest Executive Forum With Rise Interactive: Mastering Your Digital Marketing MixJon Morris, Founder and CEO, Rise InteractiveGRAND BALLROOM WEST

Guest Executive Forum With Oracle: Adapt To The Modern, Unstructured Customer Life CycleChris Lynch, Sr. Director, Product Marketing, Oracle Marketing CloudTRIANON BALLROOM

Guest Executive Forum With Gigya: Identity Fuels Your Customer JourneyDave Scott, CMO, GigyaMERCURY BALLROOM

Guest Executive Forum With Teradata: Moving From Personalization To Individualization: Strategies Using Individualized Insights To Drive ValueWes Moore, Vice President, Marketing, TeradataRENDEZVOUS BALLROOM

11:40 AM Intermission

11:50 AM Learning With Leaders: How Best-In-Class Organizations Combine Marketing And Advertising Technology For Results Stephen Yap, Director of Data and Measurement Platforms, GoogleGRAND BALLROOM EAST


12:30 PM MAIN STAGE Where Will People See You? Jim Nail, Principal Analyst, Forrester ResearchGRAND BALLROOM EAST

FORRESTER STAGE Build An Ecosystem To Win In Your Customers’ Mobile MomentsJulie A. Ask, Vice President, Principal Analyst, Forrester ResearchGRAND BALLROOM WEST

INTERVIEW STAGE Charting A Course For Brand RecoveryJim Berra, Senior Vice President and Chief Marketing Officer, Carnival Cruise LinesTRIANON BALLROOM

PANEL STAGE Master The Next Wave Of SocialMaggie Lang, Senior Director, Guest Marketing, Kimpton Hotels & RestaurantsKelly Gottfried, Senior Director of Marketing, Johnson & JohnsonModerator: Nate Elliott, Vice President, Principal Analyst, Forrester ResearchMERCURY BALLROOM

B2B STAGE The Counterintuitive Consumer: How To Understand Behavior Using A Multidimensional ApproachGina Fleming, Senior Analyst, Data Insights, Forrester ResearchRENDEZVOUS BALLROOM

1:00 PM Networking Lunch In The Solutions Showcase AMERICAS HALL 1

1:10 PM Theater Presentation With Datalicious: Destroying Data Silos Through Advanced Customer Analytics And OptimaHubMat Hauck, VP Worldwide Sales, DataliciousAMERICAS HALL 1

1:20 PM Theater Presentation With TrackMaven: How Can Analytics Inform Better Content?Ian Walsh, Chief Marketing Maven, TrackMavenAMERICAS HALL 1

Sponsors

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If you are interested in sponsoring a Forrester Forum, please email us at [email protected] or call +1 888 34 FORUM (3-6786).

Don’t just reach your customers.Know them.

We can help you bring together all of your data and content into a single place,so you can deliver the ideal experience to every customer, every time.

Visit us at booth #215.

© 2015 Adobe Systems Incorporated. All rights reserved. Adobe and the Adobe logo are either registered trademarks or trademarks of Adobe Systems Incorporatedin the United States and/or other countries. All other trademarks are the property of their respective owners.

Adobe Marketing Cloud

The future of marketing begins here.Acxiom’s data and technology have transformed marketing giving

our clients the power to successfully manage audiences,

personalize customer experiences and create

cases they are doing more than they

ever dreamed possible, in ways they

could only imagine. We can

do the same for you.

Visit us at booth #105 or at www.acxiom.com or call 888.3acxiom.

TO LEARN MORE, JOIN US FOR WEDNESDAY’S KEYNOTE PRESENTATION:How the Ethical and Appropriate Use of Data Can Revolutionize

Wednesday, April 15 @ 9:30-10:00am

Speaker: Shelia Colclasure, Acxiom Global Public Policy

Shelia will provide guidelines for navigating the sensitive and critical world of consumer privacy in a customer obsessed environment, and how to manage the often perceived antithetical demand by consumers for greater transparency in how their data is used and more contextual and relevant

Forrester Research, Inc. 60 Acorn Park Drive, Cambridge, MA 02140 USA +1 617.613.5730 For more information on Forrester Events, please visit forrester.com/events.

Key Attendee Information

BadgesBadges must be worn at all times to gain access to sessions, refreshments, and the evening networking reception. Please keep your personal belongings with you at all times.

1-On-1 Analyst MeetingsIf you would like to schedule a meeting with a Forrester analyst or solutions expert, please visit the 1-On-1 Meetings desk in the Solutions Showcase, Americas Hall I.

Wireless InternetSSID: Hilton Meeting Room Wifi Passcode: forum2015

Social MediaWe encourage tweeting during the Forum! Follow the Twitter tag: #FORRForum

Mobile AppDownload the Forrester Events mobile app in the Apple App Store or Google Play to customize your schedule and connect with attendees. Event code: mlf2015

PresentationsFeatured Forum presentations are available through the Forrester Events mobile app, or to access Forum content from your desktop, please use the following link: https://crowd.cc/ml-us2015 Event code: mlf2015

PrivacyPlease note that your contact information will only be shared with sponsors in the following situations:

1. If a sponsor scans your badge in the Solutions Showcase. 2. If you attend a sponsor session, breakfast, or lunch.

If you have concerns about us sharing your contact information, please come to the registration desk.

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