MarTech Europe 2016
 
01/11/2016
09:00 - 09:30
The State of Marketing Technology Today
Scott Brinker, Editor, chiefmartec.com
MarTech's Program Chair, Scott Brinker, will open up the conference with an overview of the current marketing technology landscape, trends that are shaping the industry going into 2017, and the growing maturity of technology and operations capabilities inside marketing organisations globally.
09:30 - 10:15
Digital Transformation: Getting It Done and Getting It Right
Mark McClennon, Global Consumer CIO, Unilever
Nigel Vaz, Global Chief Strategy Officer, SapientNitro

Everyone, it seems, is talking about the importance of digital transformation. But what exactly does it mean? How are digital platforms and the way people assimilate them impacting the way we do business? For CMOs and CIOs, pressure is building to get digital transformation underway. 

This session aims to equip you with the knowledge and insights needed to be one of the 30% that Gartner believe will get digital transformation right.

10:15 - 10:45
Break
10:45 - 11:10
Left & Right Side Of The Brain: Your Marketing Intelligence In A Digital World
Juanjo Carmena Ayuso, Cloud Apps Lead EMEA, Microsoft
Drawing on the left side/right side of the brain paradigm, Juanjo will discuss the optimal balance of human factors that result in delightful customer experiences and the data-driven engineer mindset that leverages data into a valuable asset. And most important: how to develop a reliable and constant feedback loop for the two.
11:10 - 11:35
The Global Forecast: Transitioning Your Brand To A Worldwide Mobile Platform
Nicolo Mascheroni, VP Global Partnerships, The Weather Company
The Weather Company is expanding by partnering with content leaders globally, rather than risking over-reaching its resources and offering content to markets that they do not possess a strong local knowledge in.

This strategy was recently implemented in Germany with BurdaForward. Nicholo will provide insights on how TWC used its existing assets, the wisdom of the social crowd, and partnerships to broaden its reach around the world.
11:35 - 12:00
Personalisation At Scale: What It Really Takes
Jason Heller, Global Lead, Digital Marketing Operations & Technology, McKinsey & Company
The benefits of personalisation remain elusive. While certain channels, martech platforms and campaigns have elements of personalisation, most marketers find capturing the bigger opportunity difficult. Personalisation is here today, but it often requires integration of multiple platforms, a bespoke customer data platform and dash of data science to power decision making. But technology is just part of the solution.

Re-imagined processes, new roles and functions, and deploying agile marketing at industrial scale are all part of the successful formula. Jason will discuss what it really takes for marketing organisations to deploy personalisation engines that drive real growth. He'll address the operational realities of the technology and how to mobilise the organisation to seize the opportunity.
12:00 - 13:15
Lunch
13:15 - 13:40
People: The Most Important Martech Integration
Sophie Wooller, Consultancy Lead, iProspect
Marketing technology is amazing. But with all of this technology, the data, people and processes need to be in place for martech to be truly effective. This talk will focus on the "do's" and "don'ts" for organisations embarking on martech change management using Tourism Ireland as a case study. Sophie will offer complementary viewpoints of the change process: that of an internal stakeholder and an external advisor. She will talk through the collaborative process that took the Tourism Ireland organisation on the journey, the recommended tech changes and the approach to defining new roles and responsibilities to support this in the context of a broader organisational change.

Attend this session and you will learn:
  • How consultants typically approach change (in the context of martech;
  • Tourism Ireland's approach to change management;
  • Top 3 dos and don'ts to approaching martech change.
13:40 - 14:05
Scaling Experimentation in the Real World
Colin McFarland, Head of Experimentation, Skyscanner
Marketing experimentation seems straight forward: test different ideas and choose the best outcome. However, when we expose ideas to real users in A/B tests, the outcome is often surprising. Colin will share Skyscanners philosophy for experimentation, from intuition and bias, through common pitfalls observed scaling to hundreds of concurrent experiments, to why we need to fail forward if we want to succeed.
14:05 - 14:30
Agile Practices for Marketing Teams - Putting Theory into Action
Ulrike Eder, Chief Commercial Officer, drie Secure Systems Limited
Ulrike has worked side-by-side with Agile Manifesto authors Martin Fowler and Jim Highsmith for years. Her takeaway: the value of agile practices in software development can yield great effectiveness and efficiencies. And best of all, agile practices can be successfully and rapidly applied to marketing teams as well.

In this talk, Ulrike will present real-world case studies illustrating agile marketing best practices and tools.
14:30 - 15:00
Break
15:00 - 15:25
Why Are All Marketing Clouds The Same?
Jeremy Waite, Evangelist, IBM
Jeremy will discuss differences between marketing clouds and what they REALLY mean to prospective customers. He'll share his unique perspective gained by having worked in the marketing cloud divisions of Adobe, Salesforce and currently IBM.

In addition, Jeremy will:
  • Present original research that used machine learning to compare the main enterprise marketing clouds;
  • Reveal why marketing cloud vendors are doing a disservice to marketers and confusing CMOs;
  • Provide frameworks, suggestions and case studies to guide your own decision making.
15:25 - 15:50
Marketing Ops is a Philosophy, Not a Department
Justin Dunham, Lead, Marketing Technology, Urban Airship
Every marketing technologist has heard the term "DevOps" as an integration of the development and operations functions. DevOps focuses on processes and methods that integrate development, QA and IT operations so that delivery is faster, more predictable and more reliable. But mostly, DevOps is a set of principles around IT operations that yields better results. 

In fact, it's a philosophy with these principles:
  • Accountability through data;
  • "Test and learn" culture, enabled by good process and good analytics tools;
  • Technology as a competitive advantage, not a barrier to be overcome;
  • Playbooks and workflows that allow for the creation of higher-quality campaigns, faster.
Justin will introduce the idea of Marketing Ops as a philosophy and contrast companies that embrace these concepts vs. those who use more traditional organisational structures. He'll also illustrate the advantages that accrue to genuine Marketing Ops organisations and provide suggestions on how to get started or improve your own operations.
16:15 - 16:30
Break
15:50 - 16:15
10 Myths Martech Vendors Perpetuate (And What's The Real Story)
Theresa Regli, Principal, Managing Partner, Real Story Group
Martech leaders have good reason to be excited about innovations. But what happens when excitement becomes hype and enterprise decision-makers create plans based on unproven tools or approaches? New technologies can become lodestones rather than accelerants.

This fast moving session will uncover 10 key myths that vendors espouse and offer the accompanying reality for each one. Come away with a clearer view of the marketplace and a more practical take on the opportunities in front of you.
16:30 - 17:05
Industry Perspectives from the Major Marketing Clouds
John Watton, EMEA Marketing Director, Adobe Marketing Cloud, Adobe
Sylvia Jensen, Senior Director of EMEA Marketing, Oracle Marketing Cloud, Oracle
Tom Smith, Product Marketing Lead EMEA, Salesforce Marketing Cloud, SalesForce
Elizabeth Smyth, Area Vice President, Marketing, Marketo
Scott Brinker will moderate a candid discussion with executives from several of the major marketing cloud providers, to get their first-hand perspective on the evolution of the industry and trends ahead for 2017.

Topics to be covered will include:
  • Insights into the latest developments within their product portfolios;
  • How the entanglement of "adtech" and "martech" is playing out;
  • The state of ISV product ecosystems around each of their platforms;
  • Overcoming the challenge of low utilisation of highly advanced tools;
  • What's on the horizon for the industry in 2017? e.g., machine learning
In addition, the last few minutes of the panel will be an opportunity for the audience to ask questions to the panelists as well.
17:05 - 17:40
Industry Perspectives from Marketing Tech Disruptors
Adit Abhyank, Head of Google Analytics 360 Sales, CEE, Google
David Hurley, Founder, Mautic
As a follow up to his discussion with the speakers from the marketing clouds, Scott will moderate a discussion with two martech "disruptors": Google Analytics 360 Suite and Mautic, an open source marketing automation platform.

Topics include:
  • How these platforms are different from "marketing clouds";
  • The evolving economics of marketing technology;
  • Segmentation within the marketing technology platform industry;
  • New technologies and paradigms that promise to accelerate disruption;
  • Risks and challenges for vendors and marketers.
The session will conclude with a Q&A with the panelists.

02/11/2016
15:50 - 16:15
Applying Microservices Design To The Martech Stack: Lessons Learned
Steven Moody, Founding Partner, Beachhead
The first wave of marketing technology was driven by core platforms such as CRM and marketing automation. These applications were selected based on their usefulness and are virtually renewed, perpetually based on the value of data collected and how deeply they become embedded in marketing's workflow and culture. But is this the only way?

In this talk, Steven will share lessons learned from applying a microservices architecture to marketing technology and implementing a complete stack with critical features... minus the unicorns.
15:25 - 15:50
Creating a Global Social Enterprise
Carlos Gil, Global Head of Social Media, BMC Software
With the rise of live video, virtual and augmented reality, and micro-content marketing in the form of Snapchat, the landscape of social media and content marketing has drastically changed. The result has been a monumental shift in how brands reach an already fragmented audience. Learn how to thrive in this chaotic environment from the Global Head of Social Media at BMC Software, Carlos Gil.

Topics include:
  • How BMC is converting employees and customers into global brand advocates;
  • How-to use Snapchats unique set of tools to grow, scale, and convert;
  • Advanced strategies for ad targeting to drive demand;
  • Leveraging Facebook Live and Periscope to build global brand awareness.
14:05 - 14:30
Supercharging Engagement In An Unengaging Category
Adam Warburton, Head of Mobile, Travelex
Finance and banking aren't the most exciting digital activities. That makes it all the more challenging and important to deliver amazing mobile experiences. And the stakes are high: 75% of millennials are at least somewhat reliant on a mobile banking app to deposit or send checks, check their balance and pay bills.

In this session, you will learn:
  • how to engage users on topics that seem dull and boring, but are critical for today's mobile-centric customers (FX, cash etc.);
  • how to use data and predictive technologies to shape the mobile experience to drive engagement;
  • how Travelex went from obscurity to top the app store charts by capturing the mobile moment through engagement.
11:35 - 12:00
Data-Driven Customer Experiences - Technology Is An Enabler, Not A Solution
Max Goijarts, Marketing & Technology Manager, OnModus - Nutricia
This session features several frameworks and case studies of successful digital transformations. Learn how to drive business maturity, create and optimise authentic digital customer experiences, and drive new marketing technology innovations that result in increased sales, customer satisfaction and revenues. The session will describe how to approach:
  • Defining a digital maturity roadmap moving from being a cautious digital adaptor to fast-follower, towards becoming a digital leader;
  • Gathering and connecting data, and then using it to drive the customer journey;
  • Applying customer journey analytics to align marketing to the path to purchase, personalised engagement and maximised results;
  • Developing digital teams and business transformation processes and operations.
11:10 - 11:35
From Beautifying Marketing To Revenue Marketing - The MarTech Way!
Piotr Golczyk, Marketing Operations Director, Luxoft
Piotr will share the story of Luxoft's transformation from "beautifying marketing" to "revenue marketing" through the adoption of marketing technology and changes to operations and management. The shift began with the implementation of a marketing automation platform, which served as a catalyst for rethinking their buyer's journey and how to instrument and optimise it. 

In this session you'll learn how Luxoft was able to:
  • Identify and track all touch points with customers (including offline calls);
  • Expand and manage their martech stack with CRM, social media marketing, targeted advertising, etc.;
  • Embrace agile management and implement management technologies to support it;
  • Create a data warehouse to centralise all data from multiple touch points;
  • Develop the organisational capital of people and processes necessary to succeed.
10:45 - 11:10
Performance Marketing: A Data-driven Journey To B2B Technology Marketing
Ceri Jones, VP Global Marketing Operations, Basware Oyj
In this presentation, Ceri from Basware Oyj will show how Performance (or Data-driven) Marketing is transforming marketing roles and marketing's business impact. He'll demonstrate how performance marketing solves the challenge of combining automated and scaleable digital demand creation programmes with local field marketing initiatives to align tactics to buyer engagement.

Ceri will focus on:
  • The fundamental impact of a digital-first philosophy;
  • How "digital" means "data" but not necessarily "insights";
  • Resistance from traditional marketing roles and how the org chart will undergo a complete changeover;
  • The importance of KPIs and a how a BI platform can shine a light on performance.
09:50 - 10:15
The Big Leap: From Data To Insight
Doug Kessler, Director, Velocity
To many marketers, the words "data" and "insight" are synonymous. In reality, your ability to use data to drive new insights can lead to mysterious and wonderful marketing breakthroughs.

In this session, we'll look at: 
  • Different ways of utilising technology to collect and analyse meaningful data;
  • Ideas on how to convert data into insights that drives great creative and content;
  • Real-world examples of data and technology that generate insights and result in breakthrough work.
09:00 - 09:25
Beyond Creative Destruction: Hyper Cannibalism in a Disruptive World
Shawn Kanungo, Senior Manager, Strategy & Operations, Deloitte
Today, disruption is the new norm. Technology is advancing at such a rapid pace that the cycles of disruption can be frightening to executives. The term "creative destruction" has been around for a long time, and it refers to the incessant product and process innovation mechanism by which the new replace the old.

To remain significant today, companies will have to adopt the idea of "hyper-cannibalism", which refers to companies launching spin-off internal units or groups that compete to quickly destroy their existing products and services. The introduction of hyper-cannibalism will be responsible for exponential progress and instability in ways that are unforeseeable.

In this session, author and Deloitte consultant Shawn Kanungo will dive deep into hyper-cannibalism with examples, case studies and his own experiences.
10:15 - 10:45
Break
12:00 - 13:15
Lunch
14:30 - 15:00
Break
16:15 - 16:30
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16:15 - 16:30
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