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Tuesday, October 23
 

8:45am

FutureM/IMS Shared Keynote - Do or Die: Why CEO’s are Terrified of New Digital Technology and What to do About it

From the CEO to the CMO to the IT Department, it’s not just about marketing anymore.  How do companies survive and thrive in a world where the old ways of marketing aren’t getting it done?Brand marketing didn't change much for fifty years. We built an entire global marketing and advertising industry on a tried and true set of beliefs and practices. We created an entire class of “experts” -- people who could reliably develop and implement programs designed to get attention, increase awareness, change minds, build brand personality, create preference, and in the end, persuade people to believe in our brands. In short-- to create customers.

There aren't any experts anymore. The explosion of new media over the past five years has completely overturned the apple cart. Instead of answers, we have questions: Is social over-hyped or critically important? Is television still king or is it dying? Is mobile the next wave or will people be turned off by ads on their phones? And on and on and on..

Clark Kokich has been dealing with these questions for over a decade, first as president of Avenue A, then as CEO and now chairman of Razorfish. He’s worked with clients like Apple, Best Buy, Levi's, and Microsoft as they deal with these tricky issues. Along the way he developed innovative observations and principles which point the way to the future.

In his riveting speeches, Clark demonstrates how imperative it is to implement marketing strategies that truly matter to customers, and to stop relying solely on one-way advertising and promotion. It is not a new idea, but the fact is, despite widespread agreement that “doing” is now more important than just “saying”, it is still very difficult to find examples of major brands which have successfully made the shift.


In order to succeed in this new environment, Clark shows audiences how the entire industry--clients, agencies, and media-- must undergo a bottom-up change in approach. New organizations. New people. New processes. New financial models. New culture. Anything less than radical change leads to certain failure.

Clark outlines the challenges faced by the industry, presents some inspirational and successful case histories, and most importantly, presents a roadmap for succeeding in an ever-shifting media and consumer landscape.

This session is a must-see for anyone who is seeking to understand where we have been, where we are now, and where we need to go in the future.


Speakers
avatar for Clark Kokich - Chairman, Razorfish

Clark Kokich - Chairman, Razorfish

Clark Kokich has been deeply involved in the digital marketing space since joining Avenue A in the summer of 1999.  Under his leadership, the company grew to become one of the largest and most influential interactive agencies in the world.  In 2004 Avenue A acquired Razorfish, which... Read More →


Tuesday October 23, 2012 8:45am - 9:30am
Hynes Convention Center Back Bay - 900 Boylston Street, Boston MA

10:30am

To Survive You Must Bake Social Directly into Your Product

No-one doubts the importance of social, but few companies know how to integrate it into their strategy for real monetary benefits. In the future, all companies will solve this problem by learning how to bake social directly into their product experiences, from the beginning. In this session, Harvard Business School professor Misiek Piskorski will draw from his extensive research on over 60 companies in a wide variety of industries to identify the keys to making it work. Ranging from Zynga through Nike all the way to American Express, he’ll show how building social strategies based on connecting people to other people leads to profitable success.


Speakers
avatar for Misiek Piskorski- Associate Professor of Business Administration and Richard Hodgson Fellow, Harvard Business School

Misiek Piskorski- Associate Professor of Business Administration and Richard Hodgson Fellow, Harvard Business School

Misiek is an expert on why and how people use various on-line social platforms, both in the US and abroad. He also stuides how firms can leverage these platforms to build social strategies. He has also applied many of these insights to large organizations as they seek to become more... Read More →


Tuesday October 23, 2012 10:30am - 12:00pm
Hynes Convention Center Back Bay - 900 Boylston Street, Boston MA

10:30am

Advertising That Learns™ Enables Higher Education

Learn how The First Marblehead Corporation applies big data and artificial intelligence to programmatic buying to successfully increase the availability of higher education student loans and the acquisition of qualified applicants.


Speakers
avatar for Andrew Kling - Vice President Group Director, Havas Edge

Andrew Kling - Vice President Group Director, Havas Edge

Andy partners with clients to form a deep understanding of their business and to provide strategic counsel to them in rapidly evolving marketplaces. With 15 years of experience developing successful B2B and consumer multi-channel marketing plans and web sites, he has focused on both... Read More →
avatar for Eric Porres- CMO, Rocket Fuel

Eric Porres- CMO, Rocket Fuel

Eric Porres is the CMO for Rocket Fuel, the leading provider of artificial intelligence advertising solutions for digital marketers. Prior to Rocket Fuel, he was the CMO for Lotame Solutions, a marketing technology company. Eric previously was a founding partner of Underscore... Read More →


Tuesday October 23, 2012 10:30am - 12:00pm
Hynes Convention Center Back Bay - 900 Boylston Street, Boston MA

10:30am

The Future of Video Marketing is Here, and It Looks Like Choice

Renowned video advertising expert Brian Shin, founder and CEO of Visible Measures, will explore the evolution and future of video marketing, taking the audience from TV advertising, to the first video ads online, to choice-based advertising and the video landscape for the next few years. Brian will use data-driven, real-world case studies to help marketers and agencies understand where video advertising is going and how they can take advantage of it. During this session, video marketers will learn actionable steps they can take to maximize their impact in a choice-driven world.


Speakers
avatar for Brian Shin- Founder and CEO, Visible Measures

Brian Shin- Founder and CEO, Visible Measures

Brian Shin is the founder and CEO of Visible Measures, the analytics and advertising platform for social video. Brian has co-founded several successful Internet software companies, including web-based collaboration technology vendor Creative Aspects, which was acquired by Medsite... Read More →


Tuesday October 23, 2012 10:30am - 12:00pm
Hynes Convention Center Back Bay - 900 Boylston Street, Boston MA

10:30am

The Store of the Future

Nimble. Intelligent. Personalized. Innovative. These words describe the store of the future.   As retail operations catch-up to the pace at which consumer behaviors have evolved, stores will transform from a physical experience driven by disconnected data silos to more of a virtual experience powered by relevant and real-time data, all while retaining the inherently social nature of shopping created by human interaction. This session will show what the store of the future will look like from both from a sales associate and shopper¹s point of view‹and what marketer¹s need to do to get ready.

 

 


Speakers
avatar for Gary Lombardo- Solutions Marketing Lead, Demandware

Gary Lombardo- Solutions Marketing Lead, Demandware

Gary is an accomplished marketing professional with over 20 years experience leading differentiated product and go-to-market strategies designed to drive revenue growth. His experience spans working with large Fortune 500 companies to entrepreneurial start-ups. Gary’s... Read More →
avatar for Dan Shust- Executive Director, RI: Lab

Dan Shust- Executive Director, RI: Lab

Dan is responsible for finding, understanding and applying emerging media for clients in the digital space. His deep knowledge and enthusiasm for evolving trends like the real-time web, distributed ecommerce and hyperconnectivity through mobile and augmented reality—to name a few—helps... Read More →


Tuesday October 23, 2012 10:30am - 12:00pm
Hynes Convention Center Back Bay - 900 Boylston Street, Boston MA

10:30am

Dunkin’s Startup Turbo Shot

Come and watch as three startups take their shot at the big-time: a chance to win an assignment from Dunkin’ Donuts, one of the most beloved brands in the world. The stakes are high and the pressure is on: three pitches (from blippar, Dailybreak, and myIMPAX), one assignment, with the winner announced on the spot at the end of the session. 

 

 


Speakers
avatar for Dan Allred- Senior Relationship Manager, Silicon Valley Bank

Dan Allred- Senior Relationship Manager, Silicon Valley Bank

Dan Allred is a Senior Relationship Manager with Silicon Valley Bank. Dan moved to Boston to start SVB’s Accelerator group, which grew into a team of bankers who are advising, banking and lending to over 500 local start-ups. Prior to moving to Boston in 2007, Dan led SVB’s... Read More →
avatar for Scott Hudler - VP, Global Consumer Engagement, Dunkin’ Donuts

Scott Hudler - VP, Global Consumer Engagement, Dunkin’ Donuts

Scott Hudler is the Vice President-Global Consumer Engagement for Dunkin’ Donuts. He is responsible for all advertising, in-store merchandising, media, and interactive marketing activity for the brand in more than 9,700 Dunkin’ locations in the United States and 31 countries.Previously... Read More →
avatar for Adam Cahill- EVP, Experience Strategy, Hill Holliday

Adam Cahill- EVP, Experience Strategy, Hill Holliday

Adam leads the Experience Strategy Department, at Hill Holliday. In his leadership, Hill Holliday was named Media Agency of the Year by MEDIA Magazine, and became the only agency to win Adweek’s Media Plan of the Year four years in a row. Adam is involved in the adtech start-up... Read More →
avatar for Brent Feldman- 	EVP, Group Account Director, Hill Holliday

Brent Feldman- EVP, Group Account Director, Hill Holliday

Brent Feldman lives to help his clients grow their business and their brands. As EVP, Group Account Director at Hill Holliday, Brent leads an integrated group of marketers in developing award-winning communications for Dunkin’ Donuts, one of the most beloved brands on the planet... Read More →
avatar for Chris D'Amico- 	SVP, Group Creative Director, Hill Holliday

Chris D'Amico- SVP, Group Creative Director, Hill Holliday

Chris D’Amico is currently SVP, Group Creative Director at Hill Holliday, where he shares creative leadership duties on the Dunkin’ Donuts account. A native Southern Californian, Chris spent most of his career between Deutsch and DraftFCB where he was responsible for brands... Read More →

Sponsors

Tuesday October 23, 2012 10:30am - 12:30pm
Hynes Convention Center Back Bay - 900 Boylston Street, Boston MA

12:00pm

Making the Case for Marketing at Harvard Business School

In the digital age the field of marketing communications continues to evolve at a dizzying pace changing the dynamic between firms and customers and placing new expectations and pressures on marketing organizations. Brian will discuss seven key trends that are driving those changes and the implications they have for marketing leaders. He will show how Harvard Business School has integrated digital and social media into its marketing and communications to promote faculty work, create and engage virtual communities, and generate buzz. And he will talk about the challenges of relinquishing control of an esteemed brand in the digital realm.


Speakers
avatar for Brian Kenny- Chief Marketing and Communications Officer, Harvard Business School

Brian Kenny- Chief Marketing and Communications Officer, Harvard Business School

As the first CMCO for Harvard Business School, Brian develops the strategy for positioning HBS as the global leader in management education. He is responsible for aligning all branding, marketing, and PR efforts across the publishing and teaching enterprise. Over 20 years he has... Read More →


Tuesday October 23, 2012 12:00pm - 2:00pm
Hynes Convention Center Back Bay - 900 Boylston Street, Boston MA

2:00pm

Future Simple

As the volume of everything (choice, data, features, interactions) grows we predict a backlash and a push for less. Simplification will become the new normal in marketing and business. Future Simple is part presentation, part discussion to examine how the future may unfold with simplification at its core. We'll predict boldly and with no substantiation which industries will seek to simplify and why. We'll examine how to approach the task of simplification without removing value from the proposition. And we'll all walk away with three simple ideas to make the future simpler.    


Speakers
avatar for Chris Colbert- CEO, Holland-Mark

Chris Colbert- CEO, Holland-Mark

I was a Navy brat. I grew up wandering around the world, which most likely caused me to wonder about the world, a lot. That unrelenting curiosity led me to the marketing business and to starting Holland-Mark. We provide strategic counsel to the CEOs of early stage to mid-market businesses... Read More →


Tuesday October 23, 2012 2:00pm - 3:30pm
Hynes Convention Center Back Bay - 900 Boylston Street, Boston MA

3:30pm

The Marketing Hub: We Can Be the Madison Avenue of Marketing

Just one city on earth can boast as many world class marketing authors, speakers, entrepreneurs, agencies, university programs and marketing innovations as we have here in the Hub. We have a critical mass of agencies, software companies and major international marketing events. Inbound marketing, vlogging and PodCamp were born here. Numerous out-of-town stars of the marketing world got their start here. 

So why doesn't the rest of the world know we're the Hub of Marketing? How do we claim and capitalize on this massive economic and branding opportunity?


Speakers
avatar for Brian Halligan - CEO, Hubspot

Brian Halligan - CEO, Hubspot

Brian Patrick Halligan is CEO & Co-Founder of HubSpot, a marketing software company he co-founded six years ago to help businesses transform the way they market their products.  Since its founding, HubSpot has accumulated over 7,500 customers. He is a Senior Lecturer at MIT where... Read More →


Tuesday October 23, 2012 3:30pm - 4:45pm
Hynes Convention Center Back Bay - 900 Boylston Street, Boston MA

3:30pm

Geo-Location: Where Are We Going?

Location-based services like Foursquare, Facebook Places, Yelp - and now, mobile payments platforms - have evolved significantly over the course of the past two years. What has happened in this space, why has it occurred, and what can we anticipate moving forward?   Learn why the idea of "location" will be the key buzzword in marketing for the next decade - but not necessarily for the reasons you might expect.


Speakers
avatar for Jeff Kirchick - Director of University Outreach, SCVNGR/LevelUp

Jeff Kirchick - Director of University Outreach, SCVNGR/LevelUp

Jeff Kirchick is Director of University Outreach at SCVNGR, a Google-funded geo-social networking and gaming platform in Cambridge, Mass. In his role at SCVNGR, Kirchick works with the company\'s 350+ university clients to develop location-based games and mobile strategies with SCVNGR\'s... Read More →


Tuesday October 23, 2012 3:30pm - 4:45pm
Hynes Convention Center Back Bay - 900 Boylston Street, Boston MA

5:30pm

The End of Market Research As We Know It? MRX Futures

Marketing research will always be integral to making the right marketing decisions. What types of research will the marketing of the future need? How will organizations in 2015 research their customers, prospects and markets?  Join our distinguished slate of speakers, each of whom will discuss one aspect of the future of market research for 15 minutes: - The future of customer experience measurement - The future of customer loyalty - The future of enterprise feedback management - The future of innovation research - The future of insight communities - The future of social media research - And more! 


Speakers
avatar for Jeff McKenna - Senior Consultant, Chadwick Martin Bailey

Jeff McKenna - Senior Consultant, Chadwick Martin Bailey

As a senior consultant at Chadwick Martin Bailey, Jeff provides thought leadership and strategic direction on methodological, reporting and client solutions.   Additionally, Jeff is lead product manager for CMB’s Pinpoint Suite, a software solution built on experience from delivering... Read More →
avatar for Manila S. Austin - Vice President of Research, Communispace

Manila S. Austin - Vice President of Research, Communispace

Manila launched Communispace’s research department in 2005, bringing with her over fifteen years of experience in management consulting and organizational development and ten years of experience in developing and conducting independent research. Manila has worked (as a consultant... Read More →
avatar for Sam Klaidman- Principal Advisor, Middlesex Consulting

Sam Klaidman- Principal Advisor, Middlesex Consulting

Sam Klaidman is the Principal Adviser at the Middlesex Consulting Group. He applies his nearly 45 years of hands-on experience in Engineering, Manufacturing, Customer Service, Consulting and General Management to help small and medium size Clients grow their business and win... Read More →
avatar for Wayne St. Amand- Vice President of Marketing, Crimson Hexagon

Wayne St. Amand- Vice President of Marketing, Crimson Hexagon

Wayne St. Amand is a veteran marketing leader with a track record of significantly accelerating the growth trajectory and valuation of technology businesses. At Crimson Hexagon, St. Amand is responsible for driving business expansion through the company’s global corporate and... Read More →
avatar for Jeffrey Henning - President, Researchscape

Jeffrey Henning - President, Researchscape

Jeffrey Henning evangelizes new innovation approaches and research techniques. Jeffrey believes nothing is harder, or more rewarding, than growing organizations through innovation.  Jeffrey founded Perseus Development in 1993, pioneering the survey software and enterprise feedback... Read More →
avatar for Kathryn Korostoff - President, Research Rockstar

Kathryn Korostoff - President, Research Rockstar

Kathryn Korostoff has a special interest in how organizations acquire, manage, and apply market research. Over the past 20 years, she has personally directed more than 600 primary market research projects and published over 100 bylined articles in various magazines, including Quirk’s... Read More →
avatar for Brian Koma - VP of Research, Vovici

Brian Koma - VP of Research, Vovici

Brian Koma is an accomplished research professional with deep domain knowledge of quantitative and qualitative research and technologies. He has pioneered new approaches that have enabled some of the world’s largest companies to improve customer loyalty and responsiveness through... Read More →


Tuesday October 23, 2012 5:30pm - 8:00pm
Hynes Convention Center Back Bay - 900 Boylston Street, Boston MA
 
Wednesday, October 24
 

10:30am

Consumer Behavior Will Change Marketing Forever

The science of why we buy has become the hottest topic in CMO offices, neuro insight is changing the way we study and understand consumers. Gary singer will provide a new overview into insights on consumer decisions making.  He will give an overview of the tools that CMO's are now employing to understand consumers and the technology that exists to understand consumers. Buyology will provide a real case study on how they merge tech and science to uncover deep insights about consumers. 

 


Speakers
avatar for Gary Singer- CEO, Buyology

Gary Singer- CEO, Buyology

Gary Singer is the founding partner and CEO of BUYOLOGY INC, a leading neuro-insight firm, focused on understanding the non-conscious. Before Buyology, Gary served as the Chief Strategy Officer at Interbrand, where he co-led the development of Interbrand’s global intellectual... Read More →


Wednesday October 24, 2012 10:30am - 12:00pm
Hynes Convention Center Back Bay - 900 Boylston Street, Boston MA

10:30am

Smarter Marketing on a Smarter Planet: Are You Ready?

Rapid shifts in technology and the need to embrace trends from the consumer market have created new challenges for marketing and IT professionals. Traditional methods of customer engagement, brand and product marketing are no longer sufficient as businesses shift from understanding markets to understanding people. We'll explore the challenges and opportunities that come with marketing to the "empowered consumer" and offer solutions to address key challenges facing marketers everywhere: explosion of data, use of social media, vast channel and device choices, and shifting demographics.

 


Speakers
avatar for Kioko Mwosa- Web Experience Evangelist, IBM

Kioko Mwosa- Web Experience Evangelist, IBM

Kioko Mwosa is the Lead Evangelist for the Web Experience segment which represents one of the fastest growing and most profitable segments of IBM's software business. He helps to communicate the value of exceptional web experiences and social business for customers worldwide... Read More →


Wednesday October 24, 2012 10:30am - 12:00pm
Hynes Convention Center Back Bay - 900 Boylston Street, Boston MA

10:30am

The Future of Mobile Rich Media and Location Targeting

Mobile has changed the way people communicate, consume content, and shop.  In the future, it will be more important than ever before for brands to connect with mobile consumers in a targeted, personal way—wherever they are—to make an impact and drive results.   But what’s the best way to engage your target audience and how can you couple rich media and location targeting to achieve your desired results? Join us as we explore strategies for creating meaningful rich media mobile ads and targeting them to consumers most likely to take action with sophisticated location-targeting.  


Speakers
avatar for Sarah Fay (Moderator)

Sarah Fay (Moderator)

Sarah Fay is a veteran of the media services industry: in her two decades of experience, she has developed and implemented groundbreaking new models for advertising and media. Over the course of her career, Sarah has become a well-known voice in the advertising industry on the topics... Read More →
avatar for Grant Stratemeyer- VP of Business Development, Celtra

Grant Stratemeyer- VP of Business Development, Celtra

Grant is a sales and business development executive with more than 15 years experience in Digital Media and SaaS Platform technologies. Prior to Celtra, he was the Managing Director of Agency Development for Yahoo! where he was responsible for building mutually beneficial relationships... Read More →
avatar for Phuc Truong - Managing Director, US, Mobext - Havas Digital

Phuc Truong - Managing Director, US, Mobext - Havas Digital

Phuc Truong leads mobile marketing efforts in the US for Mobext / Havas Digital; he founded the practice in 2008.  Phuc has been focused in mobile marketing since 2001 and is considered a leading pioneer in the industry. His team provides mobile  stewardship for Fortune 500... Read More →
avatar for Walt Doyle-CEO, PayPal Media Network

Walt Doyle-CEO, PayPal Media Network

Walt sets the vision and strategy for the PayPal Media Network. An outwardly facing CEO and strategist, Walt led the WHERE business for five years, which resulted in the April 2011 acquisition by PayPal. Walt’s passion for emerging technology has kept him on the leading edge of... Read More →

Sponsors

Wednesday October 24, 2012 10:30am - 12:00pm
Hynes Convention Center Back Bay - 900 Boylston Street, Boston MA

1:30pm

Social: Metrics That Will Matter

Social media has quickly become one of the preferred marketing channels. When done right, social media can foster meaningful relationships between brands and consumers. However, since social network advertising is relatively new, many marketers still have many questions, such as: which metrics matter, what ad formats are working or are not working, how to evaluate these campaigns and how to efficiently and effectively optimize. Our presentation will address these questions, in addition to reviewing our findings from our joint white paper with Kenshoo. We will also unveil our newly defined metric that all marketers should be using to measure success


Speakers
avatar for Alan Osetek - President,	Resolution Media, an Omnicom Media Group Company

Alan Osetek - President, Resolution Media, an Omnicom Media Group Company

Alan Osetek is the President of Resolution Media and oversees the growth and expansion of the brand in the U.S. A digital industry veteran, prior to joining Resolution Media, Osetek was the Managing Director for iProspect’s Boston office, responsible for overseeing all activities... Read More →
avatar for Erica Barth - Vice President Products & Partnerships, Resolution Media, an Omnicom Media Group Company

Erica Barth - Vice President Products & Partnerships, Resolution Media, an Omnicom Media Group Company

Erica Barth is Vice President of Products and Partnerships for Resolution Media, Omnicom’s (NYSE:OMC) search agency. She is responsible for driving the strategic direction of the firm’s existing service offering and partnerships. In this role, Barth focuses on practice development... Read More →
avatar for Todd Herrold- Senior Director, Product Marketing, Kenshoo Social

Todd Herrold- Senior Director, Product Marketing, Kenshoo Social

Todd Herrold is Senior Director, Product Marketing. He leads the product marketing team for Kenshoo Social, a global technology platform that activates and illuminates the value of social media with breakthrough technology that drives results.Previously, Herrold served as Kenshoo... Read More →


Wednesday October 24, 2012 1:30pm - 3:00pm
Hynes Convention Center Back Bay - 900 Boylston Street, Boston MA

1:30pm

Attracting A Million Members In A Flash: Joss & Main and Content Commerce

Building a loyal following around your business is important, but how do you find the right audience and turn consumer curiosity into actual currency? John Mulliken, co-founder and general manager of Joss & Main, discusses how his company went from 0 members to over 1 million décor devotees in less than 18 months, and is on track to pull in more than $100 million by year’s end. John will share new & unconventional methods to obtaining members, and building the future of engagement marketing in a rapidly changing, rapidly growing landscape of novel e-commerce formats.


Speakers
avatar for John Mulliken- General Manager, Joss & Main/ VP Strategic Initiatives, Wayfair

John Mulliken- General Manager, Joss & Main/ VP Strategic Initiatives, Wayfair

John is co-founder and General Manager of Joss & Main. John spearheads the overall business strategy, as well as the execution of marketing, operations, creative, merchandising, and technology. John also is VP of Strategic Initiatives for Joss & Main's parent, Wayfair - the No... Read More →


Wednesday October 24, 2012 1:30pm - 3:00pm
Hynes Convention Center Back Bay - 900 Boylston Street, Boston MA

3:00pm

Social Business and Beyond

The social business era is here. Facebook has almost one billion active users. 72 hours of video are uploaded to YouTube every minute. Major brands report positive return on investment from their initiatives. But like other big management ideas, "social business" has suffered from reductivist thinking and application. Consequently, brands are already looking forward to what’s next…and today that means exploring what’s beyond social business.


Speakers
avatar for Peter Kim - VP Managing Director, R/GA

Peter Kim - VP Managing Director, R/GA

Peter is a leading adviser on digital and social business strategy. He co-authored the book Social Business By Design and drives global industry discourse at beingpeterkim.com and as @peterkim on Twitter.   Peter has been quoted by media outlets including CNN, CNBC, NPR, and The... Read More →


Wednesday October 24, 2012 3:00pm - 4:30pm
Hynes Convention Center Back Bay - 900 Boylston Street, Boston MA

3:00pm

Breakthrough Ideas in a Digital World

Increasingly, the success of a company or organization relies on its ability to be creative, innovative and produce breakthrough ideas.  No longer the domain of a select few, creativity and its cultivation, will be a required skill for employees across all aspects of an organization. The future of creativity within companies and organizations requires both a set structure and rule breaking.  This presentation discusses how these juxtaposed concepts work in harmony, how they can benefit from technology, and how to integrate them in order to develop a workplace driven by breakthrough ideas.


Speakers
avatar for Thomas Vogel - Associate Professor of Marketing Communication, Emerson College/ Founding Partner, mediaman

Thomas Vogel - Associate Professor of Marketing Communication, Emerson College/ Founding Partner, mediaman

Thomas Vogel is one of the founding Partners of mediaman and the Graduate Program Director for the Global Marketing Communication and Advertising Program and Associate Professor of Marketing Communication at Emerson College. He is a specialist in strategic online communication, online... Read More →
avatar for Brenna McCormick - Director of Operations and Client Strategy, mediaman

Brenna McCormick - Director of Operations and Client Strategy, mediaman

Director of Operations and Client Strategy, mediaman LLC
Brenna McCormick is the Director of Operations and Client Strategy for the US division of the digital marketing agency, mediaman LLC. She is also an Adjunct Professor at Emerson College teaching Creative Thinking and Problem Solving in the Integrated Marketing Communication graduate... Read More →
avatar for Lisa Villamil- Creative Director, mediaman

Lisa Villamil- Creative Director, mediaman

Lisa Villamil is a creative strategist for mediaman USA, a global marketing agency based in Mainz, Germany, and an assistant professor in information design in the Scripps School of Visual Communication at Ohio University. She focuses on emerging trends, cross-cultural communications... Read More →


Wednesday October 24, 2012 3:00pm - 4:30pm
Hynes Convention Center Back Bay - 900 Boylston Street, Boston MA

4:30pm

You Don't Know SH*T about your Customers

Every day, new technologies are opening up new ways to influence your customers at every step on their path to purchase. We’ll explore how brands and their agency partners are harnessing the disruptive forces of new media to engage with customers. It’s about new ideas, new content, new platforms, ever more connected data–and understanding it all so that you can move forward with confidence.


Speakers
avatar for Stephen DiMarco- Chief Marketing Officer, Compete

Stephen DiMarco- Chief Marketing Officer, Compete

Stephen has more than 15 years of marketing and client management experience. With Compete, he has management oversight of Compete’s award-winning consumer services and emerging vertical markets. Stephen also oversees marketing of Compete’s intelligence and targeting services... Read More →

Sponsors

Wednesday October 24, 2012 4:30pm - 5:30pm
Hynes Convention Center Back Bay - 900 Boylston Street, Boston MA

4:30pm

Be a Big Data Voodoo Daddy (or Mama)

Big Data is out there. It's time to harness it, bring it home, and leverage it to serve customers. If Content is King, Data is Queen. This new power couple helps you understand customer behavior so you can anticipate, respond, engage and tell the customer story together. We will look at data visualization tools currently available, including case studies, plus a peek ahead at developments in the space - particularly looking at the innovators who are making data digestible and useful for everyone. 


Speakers
avatar for Ed Alexander- Managing Consultant, Fan Foundry

Ed Alexander- Managing Consultant, Fan Foundry

Ed Alexander has been distilling Big Data’s hidden meaning for over 20 years.  Along the way he has helped numerous banking, technology, consumer, medical and nonprofit organizations embrace their communities, dominate niche markets and create raving fans.  As Managing Consultant... Read More →


Wednesday October 24, 2012 4:30pm - 6:00pm
Hynes Convention Center Back Bay - 900 Boylston Street, Boston MA

4:30pm

Storytelling for Businesses

Today, more than ever, marketing professionals are in the business of building relationships.  The strongest relationships are built upon shared beliefs - and storytelling is the ultimate way to share them. In this fun and interactive session with Small Army leaders Jeff Freedman and Steve Kolander, you will learn how leading organizations share their core beliefs through compelling stories that cause audiences to listen, engage and act.  

 

 


Speakers
avatar for Steve Kolander- EVP, Creative Director, Small Army

Steve Kolander- EVP, Creative Director, Small Army

Steve Kolander learned the importance of storytelling by writing professionally as both an ad writer and a recording artist. He learned that a story must motivate someone and inspire him/her to think or act. Upon mastering this skill, he wrote and performed songs that hit the Billboard... Read More →
avatar for Jeff Freedman- CEO, Small Army

Jeff Freedman- CEO, Small Army

As a 20+ year marketing veteran with regional and national brands, Jeff has witnessed first-hand the changing role of marketing and the way in which consumers interact with brands.Today, Jeff leads the ongoing evolution of Small Army to adapt to this changing dynamic, and help brands... Read More →


Wednesday October 24, 2012 4:30pm - 6:00pm
Hynes Convention Center Back Bay - 900 Boylston Street, Boston MA

4:30pm

How can Happiness Moments Change the World of Mobile Marketing?

With the advent of mobile, agencies and brands have been forced to adapt and rethink their digital marketing strategies. Unfortunately, much of what now takes place in mobile advertising is transplanting display and banner ads from the web directly into applications thus ruining the user’s experience. Let’s forget that the banner ever happened and instead focus on behavior that is already taking place, creating engagement that ultimately leads directly to affinity. The secret lies in being able to make advertising human again... Let us show you how we’re working towards it at Kiip thru happiness moments and millions of smartphones.


Speakers
avatar for Kyle Sherwin- VP, Media, Sony Music Entertainment

Kyle Sherwin- VP, Media, Sony Music Entertainment

Kyle Sherwin is VP, Media at Sony Music Entertainment. A 17 year veteran of the advertising and music business, Kyle is responsible for developing strategic media plans across all channels to support Sony Music labels releases in the US. Additionally, Kyle helped found Arcade... Read More →
avatar for Amit Shah- Vice President, Online, Mobile & Social, 1-800 Flowers

Amit Shah- Vice President, Online, Mobile & Social, 1-800 Flowers

Amit Shah leads social and mobile commerce for 1800flowers, the world's leading florist and gift company. In addition, he manages the strategic adoption of new and emerging technologies across the online, mobile and social media customer experiences. Amit's innovative work in leveraging... Read More →
avatar for Brian Wong- CEO and Co-Founder, Kiip

Brian Wong- CEO and Co-Founder, Kiip

Brian Wong is the co-founder and CEO of Kiip, a mobile rewards network that is redefining mobile advertising through an innovative platform that leverages “moments of achievement” in games and apps. Called the youngest person to ever receive venture capital funding by TechCrunch... Read More →
avatar for Chris Kobran- VP of Sales, Kiip

Chris Kobran- VP of Sales, Kiip

Chris is a 15+ year ad industry veteran with a diverse background in digital / traditional media sales and sponsorship management. He has a proven track record in building teams and selling non-traditional ad products to fortune 500 companies. Prior to Joining Kiip as VP of Sales... Read More →
avatar for Gabriel Cheng- Media Director, M&C Saatchi Mobile

Gabriel Cheng- Media Director, M&C Saatchi Mobile

Gabriel Cheng is the Media Director at M&C Saatchi Mobile. He leads the global media team based out of New York City with the reputation as the market leader in performance mobile advertising and experience at advising many of the world¹s most recognizable brands. M&C Saatchi... Read More →
avatar for Joshua Nafman- Digital Brand Manager, PepsiCo

Joshua Nafman- Digital Brand Manager, PepsiCo

Joshua Nafman is a digital brand manager at PepsiCo, where he drives the digital marketing agency for Diet Pepsi, Pepsi Max and Pepsi Next. Joshua lives in Queens, NY with a girlfriend and dog he adores and a cat that despises him.


Wednesday October 24, 2012 4:30pm - 6:00pm
Hynes Convention Center Back Bay - 900 Boylston Street, Boston MA

6:00pm

The Future of Marketing is On-Demand: Insights on the Next Generation

Obsessed with millennials? In just a few years, we’ll see the rise of another group of consumers: the on-demand generation. As pre-teens they already have buying power and their rise will fuel a new commerce structure that is mobile and instant. They’ve had cell phones their whole lives, they watch television through their X-box, and have the shortest attention span of any generation. So how does a brand keep their attention? John and Jodi Robinson, husband-and-wife team at Digitas, SVP of Creative and SVP of Marketing, will provide a unique perspective as both marketers and parents on the habits of the next generation of consumers, and what’s in store for marketers. Come for the insights, stay for the unexpected guests.


Speakers
avatar for John Robinson- Senior Vice President, Creative, Digitas

John Robinson- Senior Vice President, Creative, Digitas

As SVP of Creative, John oversees the creative direction for P&G’s portfolio of brands at Digitas, including Tide, Downy, Duracell, and more. In his 15 years at the agency, John has led digital creative for clients across numerous industries, including financial, automotive, consumer... Read More →
avatar for Jodi Robinson- Senior Vice President, Marketing, Digitas

Jodi Robinson- Senior Vice President, Marketing, Digitas

As SVP of Marketing, Jodi leads a team of over 120 professionals across Boston and Chicago on one of Digitas’ largest accounts. In her 13 years at the agency, she has led relationships with numerous clients across CPG, automotive, retail, and financial services industries. Her work... Read More →


Wednesday October 24, 2012 6:00pm - 7:00pm
Hynes Convention Center Back Bay - 900 Boylston Street, Boston MA

6:00pm

Entertainment Without an Entertainment Industry?

Is small the new big? Are niches the new centers of power?   Have we gone from Warhol's famous for 15 minutes to Clay Shirky's famous to 15 people to famous to 50,000 people'?  This presentation examines these questions with specific reference to the micro-stars of YouTube, blogs, and Twitter, whose fame has been facilitated by open and ubiquitous digital media platforms.   As we now live in a world where celebrity is not something only consumed by us, but also manufactured by us, the presentation explores how, why, and to what extent, we the people contribute to its construction.   


Speakers
avatar for Leora Kornfeld - Research Associate, Harvard Business School & Research Affiliate, Berkman Center for Internet & Society

Leora Kornfeld - Research Associate, Harvard Business School & Research Affiliate, Berkman Center for Internet & Society

Since 2008 Leora Kornfeld has been a researcher at Harvard, where her work looks at the implications of digital, networked media for communications, marketing, and business models. She spent 12 years working for Canada\'s national broadcaster, CBC, most notably as the host of \'Realtime... Read More →


Wednesday October 24, 2012 6:00pm - 8:00pm
Hynes Convention Center Back Bay - 900 Boylston Street, Boston MA
 
Thursday, October 25
 

8:00am

Staying Ahead of Consumers in the Biggest Market - Asia!

With more than a 1.3 billion population, China has become a critical focus for global marketers, but consumers in China and other Asian markets are cost sensitive and have different needs and responses to brands than Western consumers. In this session,  Jean Lin, CEO of Isobar Asia Pacific and Global Chief Strategy Officer, will talk about marketing innovation in Asia, and new ways brands can connect with consumers.  Her concept of "Purple Ocean" employs innovation in content, community, commerce and the way Asian consumers connect within a convergent media environment - all with an Asian twist.  Come and see how Asian consumers respond to innovation and new ideas for connecting with consumers anywhere.


Speakers
avatar for Frank Cutitta- CEO, The Center for Global Branding

Frank Cutitta- CEO, The Center for Global Branding

Frank Cutitta is recognized by Folio Magazine as one of the media business' Top 40 Innovators and Influencers. He consults around the world on transformational issues related to: global branding, performance based advertising, international content asset optimization, social media... Read More →
avatar for Jean Lin- CEO, Isobar Asia-Pacific/ Global Chief Strategy Officer, Isobar

Jean Lin- CEO, Isobar Asia-Pacific/ Global Chief Strategy Officer, Isobar

Jean started her advertising career with Ogilvy Advertising in Taiwan, before going to the US to attain her Masters of Integrated Marketing Communications at Northwestern University.   In 1999, she founded wwwins Consulting in Taipei, expanding to Shanghai in 2002, Beijing in 2005... Read More →


Thursday October 25, 2012 8:00am - 9:30am
Microsoft's New England Research and Development Center Kendall Square - 1 Memorial Drive, Cambridge MA

9:00am

20/20: Augmenting Reality for Ultimate UX

New this year, FutureM's 20/20 will bring together a lightning fast flurry of young speakers to offer up provocative ideas, debate-worthy questions and unique scenarios about where Marketing is going and what’s next for the web and mobile. FutureM’s 20/20 track will feature 20-something entrepreneurs, students and marketing guru-hopefuls discussing their views of the next wave of the industry for 20 minutes. Read more about Augmenting Reality for Ultimate UX: 

As social networks, mobile platforms, and data providers increasingly work together to record every minute detail of our lives, could an augmented world become a reality? New products such as Google Goggles and smartphones/tablets will lead to a major step forward in not just tailoring advertising to an indivdiual, but possibly changing that individual's world and fostering brand engagement that goes beyond campaign flight dates. We've learned how to seamlessly integrate our media into the physical world and the digital world; now it's time to bring the digital into the physical and literally manipulate, rather than integrate, users' perceptions.


Speakers
avatar for Malia Estes- Digital Media Planner, Mullen

Malia Estes- Digital Media Planner, Mullen

Before Malia Estes, a Boston University graduate, became a digital media planner at Mullen’s Mediahub she worked with names like Florence + the Machine and TOMS Shoes as a digital producer and talent scout at an LA entertainment startup - having to know what would sell before it... Read More →

Sponsors

Thursday October 25, 2012 9:00am - 1:00pm
Fidelity's Center for Applied Technology Innovation District - 245 Summer St, Boston MA

9:00am

20/20: Content Curation- How to Engage Prospects in 2020

New this year, FutureM's 20/20 will bring together a lightning fast flurry of young speakers to offer up provocative ideas, debate-worthy questions and unique scenarios about where Marketing is going and what’s next for the web and mobile. FutureM’s 20/20 track will feature 20-something entrepreneurs, students and marketing guru-hopefuls discussing their views of the next wave of the industry for 20 minutes. Read more about Content Curation- How to Engage Prospects in 2020:

There is currently an overwhelming and growing amount of content online, and it is only going to continue to expand over the next twenty years. In the next 20 years, how will marketers help people navigate the increasingly chaotic and disorganized content that exists on the web?  With that, comes a unique set of challenges and opportunities for marketers. This presentation will discuss these challenges and provide insight into how marketers can capitalize on these opportunities.


Speakers
avatar for Pawan Deshpande- CEO, Curata

Pawan Deshpande- CEO, Curata

Pawan Deshpande is the CEO and visionary behind Curata. Curata is a marketing solution for content curation and content marketing. Pawan has spoken at leading events including Content Marketing World, SXSW Interactive, Online Media Summit, Social Media Breakfast and multiple... Read More →

Sponsors

Thursday October 25, 2012 9:00am - 1:00pm
Fidelity's Center for Applied Technology Innovation District - 245 Summer St, Boston MA

9:00am

20/20: How Lady Gaga is Defining the Future of Marketing

New this year, FutureM's 20/20 will bring together a lightning fast flurry of young speakers to offer up provocative ideas, debate-worthy questions and unique scenarios about where Marketing is going and what’s next for the web and mobile. FutureM’s 20/20 track will feature 20-something entrepreneurs, students and marketing guru-hopefuls discussing their views of the next wave of the industry for 20 minutes. Read more about How Lady Gaga is Defining the Future of Marketing:

Lady Gaga is setting the stage for what works, and what's next for our industry. Whether or not you like her music, you have to respect her marketing mojo. The team behind the Gaga brand demonstrates the evolving needs of agencies and in-house marketing teams. Her strategic social media leaks, PR, partnerships, and momentum are strategized with as much creativity as her red carpet looks. The authenticity at the core of Gaga's brand identity and commercial success has resulted in an army of passionate brand advocates and incredible buzz. This presentation will explore one millennial marketer's view of Gaga as a marketing mogul.


Speakers
avatar for Katie Martell- Director of Buzz, Netprospex

Katie Martell- Director of Buzz, Netprospex

Katie Martell is a millennial marketer who has followed the career of Lady Gaga through a marketing lens, and believes the success of this pop performance artist reminds us of the importance of authenticity and risk-taking in our work. As the Director of Buzz for fast-growing B2B... Read More →

Sponsors

Thursday October 25, 2012 9:00am - 1:00pm
Fidelity's Center for Applied Technology Innovation District - 245 Summer St, Boston MA

9:00am

20/20: Immune to Social Media

New this year, FutureM's 20/20 will bring together a lightning fast flurry of young speakers to offer up provocative ideas, debate-worthy questions and unique scenarios about where Marketing is going and what’s next for the web and mobile. FutureM’s 20/20 track will feature 20-something entrepreneurs, students and marketing guru-hopefuls discussing their views of the next wave of the industry for 20 minutes. Read more about Immune to Social Media:

How will the ad agency world operate when the multi-tasking, technology-dependent and trophy-hungry millennials are at the helm? Are the tendencies and habits of Gen-Y going to be helpful to the industry? Or harmful? This presentation will highlight some of the most important parts of the marketing industry and discuss how they will change fifteen years from now: daily meetings, talent management, client satisfaction, and the world of new business. Industry leaders will learn how to capitalize on millennials' strengths, as well as recognize their weaknesses, as they not only start running businesses but become a core consumer demographic with more disposable income.


Speakers
avatar for Julia Pandolfo- Associate Community Manager, Communispace Corporation

Julia Pandolfo- Associate Community Manager, Communispace Corporation

Julia Pandolfo, a graduate of Providence College, learned from a young age that the most impressive answer is not always the traditional one. Throughout her academic career she consistently used inventive thinking to solve nearly any problem. Julia is now an Associate Community Manager... Read More →

Sponsors

Thursday October 25, 2012 9:00am - 1:00pm
Fidelity's Center for Applied Technology Innovation District - 245 Summer St, Boston MA

9:00am

20/20: Marketing Makeover for Unsexy Industries

New this year, FutureM's 20/20 will bring together a lightning fast flurry of young speakers to offer up provocative ideas, debate-worthy questions and unique scenarios about where Marketing is going and what’s next for the web and mobile. FutureM’s 20/20 track will feature 20-something entrepreneurs, students and marketing guru-hopefuls discussing their views of the next wave of the industry for 20 minutes. Read more about Marketing Makeover for Unsexy Industries:

This presentation looks at what's going on in marketing among unsexy industries. Consumer goods, online services and mobile apps are driving new ideas in marketing and have the media coverage and talent magnetism to show for it. But what about biotech or hospitals or retirement homes or even social services? There are opportunities for creative marketing when your audience isn’t demanding or expecting anything new or different. These unsexy industries are vital and present a great opportunity for daredevil marketers to take risks and change their industries.


Speakers
avatar for Jacquelyn Miller- Senior Associate, Strategic Marketing, Foundation Medicine

Jacquelyn Miller- Senior Associate, Strategic Marketing, Foundation Medicine

Jacquelyn Miller, a proud Williams College graduate, is self-proclaimed scientist turned public relations professional turned marketing nerd. She is a senior marketing associate at Foundation Medicine and is finishing up an MBA at Boston University where she constantly explores how... Read More →

Sponsors

Thursday October 25, 2012 9:00am - 1:00pm
Fidelity's Center for Applied Technology Innovation District - 245 Summer St, Boston MA

9:00am

20/20: Neuromarketing: Fact and Fiction

New this year, FutureM's 20/20 will bring together a lightning fast flurry of young speakers to offer up provocative ideas, debate-worthy questions and unique scenarios about where Marketing is going and what’s next for the web and mobile. FutureM’s 20/20 track will feature 20-something entrepreneurs, students and marketing guru-hopefuls discussing their views of the next wave of the industry for 20 minutes. Read more about Neuromarketing: Fact and Fiction:

As one of the hottest trends in the marketing industry, neuromarketing is a buzzword most have heard, but few truly understand. Until now, that is. Jake Stauch breaks down the science behind brain-imaging based market research, separating fact from fiction. Claims made by neuromarketers will be cross-examined in the context of actual neuroscientific evidence, and the conclusions may surprise you. Audience members will leave with a fuller understanding of neuromarketing and will be equipped with the knowledge necessary to make informed critical decisions regarding this kind of research.


Speakers
avatar for Jake Stauch- Founder and CEO, NeuroSpire

Jake Stauch- Founder and CEO, NeuroSpire

Jake Stauch is the only 20-something CEO in the neuromarketing industry. He worked as a researcher at the Duke University Center for Cognitive Neuroscience where he conducted independent and collaborative research in the fields of neuromarketing, neuroeconomics, and the cognitive... Read More →

Sponsors

Thursday October 25, 2012 9:00am - 1:00pm
Fidelity's Center for Applied Technology Innovation District - 245 Summer St, Boston MA

9:00am

20/20: New Brands in a New Century

New this year, FutureM's 20/20 will bring together a lightning fast flurry of young speakers to offer up provocative ideas, debate-worthy questions and unique scenarios about where Marketing is going and what’s next for the web and mobile. FutureM’s 20/20 track will feature 20-something entrepreneurs, students and marketing guru-hopefuls discussing their views of the next wave of the industry for 20 minutes. Read more about New Brands in a New Century:

Generation Y has a new relationship with brands. In contrast with other generations, Millenials feel ownership of brands they use, they are fluent in the stories they tell, and use and shape those stories for identification and communication. In an environment increasingly driven by digital natives, brands are evolving and breaking the rules of branding. For example, both Google and the Obama '08 campaign embraced changing logos, something most brand managers would never allow. The result is that both these brands were able to reach far deeper into consumers' and voters' lives, connecting with them in new ways. The success of these new, evolving, “21st century brands” has serious implications for the future of marketing and advertising.


Speakers
avatar for Jason Potteiger- Principal, Mercury Point Research

Jason Potteiger- Principal, Mercury Point Research

Jason Potteiger, an honors graduate of Suffolk University holding degrees in Advertising and Government, co-founded an online magazine called the NextGreatGeneration.com, spent the last several months working at Communispace digging into brands and consumer behavior, and recently... Read More →

Sponsors

Thursday October 25, 2012 9:00am - 1:00pm
Fidelity's Center for Applied Technology Innovation District - 245 Summer St, Boston MA

9:00am

20/20: Organic Influencers

New this year, FutureM's 20/20 will bring together a lightning fast flurry of young speakers to offer up provocative ideas, debate-worthy questions and unique scenarios about where Marketing is going and what’s next for the web and mobile. FutureM’s 20/20 track will feature 20-something entrepreneurs, students and marketing guru-hopefuls discussing their views of the next wave of the industry for 20 minutes. Read more about Organic Influencers:

How can marketers harness the influential powers of people in offline micro-communities (ex: cities, universities, etc) and bring these communities together to one online macro-community for heightened brand experience? This talk will teach you how to interact with your current/potential customers right where they live and drive organic engagement to your desired digital property. As you start to blend these communities together, community managers and digital marketers can identify the most brand loyal and influential individuals who advocate the brand in their own personalized way, bringing authenticity to brands that's accepted by their peers.


Speakers
avatar for Spencer Bramson- Chief Imagination Officer, influencers@

Spencer Bramson- Chief Imagination Officer, influencers@

Spencer is a charismatic and young influence marketing leader who is passionate about connecting brands with college students. Bramson left school after sophomore year to co-found marketing agency Buzz University. He has managed hundreds of university ambassadors while personally... Read More →

Sponsors

Thursday October 25, 2012 9:00am - 1:00pm
Fidelity's Center for Applied Technology Innovation District - 245 Summer St, Boston MA

9:00am

20/20: See the Future of Marketing Through Google Glass

New this year, FutureM's 20/20 will bring together a lightning fast flurry of young speakers to offer up provocative ideas, debate-worthy questions and unique scenarios about where Marketing is going and what’s next for the web and mobile. FutureM’s 20/20 track will feature 20-something entrepreneurs, students and marketing guru-hopefuls discussing their views of the next wave of the industry for 20 minutes. Read more about See the Future of Marketing Through Google Glass:

Google has placed itself at the epicenter of digital interaction by developing innovative augmented reality technology known as “Project Glass.” This technology plans to put the screen of a smart phone right in front of users eyes in the form of glasses. Early indications show that “Project Glass” will have the capacity to take pictures, video chat, connect to social media sites, and track your location through GPS technology.  If Google can release this product with all of its promised features at a rate comparable to most smart phones, it may become the ultimate successor of all smart devices. This presentation will compare the utilization of this technology to some of the marketing developments that occurred during the rise of smart phones and project its use into the future.


Speakers
avatar for Tyler Conklin- Co-founder, Facelift Media Group

Tyler Conklin- Co-founder, Facelift Media Group

Tyler Conklin is the co-founder of Facelift Media Group, a marketing company based in Binghamton, NY and Nesconset Long Island. In its most recent campaign, Facelift focused on check-ins and gamification to generate a buzz for its client’s newly opened frozen yogurt company. Tyler... Read More →
avatar for Matthew Doyle- Co-founder, Facelift Media Group

Matthew Doyle- Co-founder, Facelift Media Group

Matthew Doyle, recent graduate of the State University of New York at Oswego and co-founder of FaceLift Media Group. Designs social media marketing campaigns driven by research and executed through interaction. Presenting at FutureM about the possible impact Google Glass can... Read More →

Sponsors

Thursday October 25, 2012 9:00am - 1:00pm
Fidelity's Center for Applied Technology Innovation District - 245 Summer St, Boston MA

9:00am

20/20: WTF is Social CRM? The Secrets Revealed

New this year, FutureM's 20/20 will bring together a lightning fast flurry of young speakers to offer up provocative ideas, debate-worthy questions and unique scenarios about where Marketing is going and what’s next for the web and mobile. FutureM’s 20/20 track will feature 20-something entrepreneurs, students and marketing guru-hopefuls discussing their views of the next wave of the industry for 20 minutes. Read more about The Future of Social CRM:

Social CRM is not what you think it is. It's not just more customer service through social monitoring services. Nor is it jamming customers' social media profiles into your CRM. Social CRM is more than that. It is the Interest Graph brought to life within your CRM through ongoing updates on your actual customers' influence, brand preferences and buying intent. Today, access to that knowledge is possible. Tomorrow, application of that knowledge will be the secret to smarter, scalable 1-to-1 marketing.


Speakers
avatar for Anish Kattukaran- Director of Product Marketing, TrueLens

Anish Kattukaran- Director of Product Marketing, TrueLens

Anish Kattukaran is the Director of Product Marketing at TrueLens, helping lead the development of the first living, breathing customer record that makes 1:1 marketing at scale a reality for national brands. At age 16, Anish founded MakePovertyHistoryEmirates, a Dubai based non-profit dedicated to creating solutions for poverty, hunger & dise... Read More →

Sponsors

Thursday October 25, 2012 9:00am - 1:00pm
Fidelity's Center for Applied Technology Innovation District - 245 Summer St, Boston MA

9:30am

Can Neuroscience Make Advertising and Marketing More Effective?

Neuroscience, “how consumers actually think,” rapidly expanded its impact in the marketing decision-making process. The ARF Neurostandards Project led a groundbreaking charge to understand the science behind neurological and biometric advertising research. Leading marketers American Express, Campbell’s, Hershey’s, Colgate, GM, MillerCoors, and others participated in this study. In this session, we’ll present the insights of this landmark study and help you determine how, when, and why to employ Neuromarketing methods. Anybody interested in improving advertising effectiveness should attend. We’re confident this session will help you understand the opportunities and challenges to this promising new field. 


Speakers
avatar for Dr. Horst Stipp- EVP of Global Business Strategy, The Advertising Research Foundation

Dr. Horst Stipp- EVP of Global Business Strategy, The Advertising Research Foundation

Former SVP, Strategic Insights & Innovation, in the Research department of NBC Universal. Horst oversaw strategic marketing and consumer research for NBCU's TV networks and new digital platforms. Horst received his Ph.D. in Sociology from Columbia University and has been involved... Read More →
avatar for Karl Rosenberg- EVP, MSW Neuroscience, MSW Research, Inc.

Karl Rosenberg- EVP, MSW Neuroscience, MSW Research, Inc.

At MSW Karl develops neuroscience tools to marketers to drive understanding of the consumer brand experience. Karl has worked with top consumer and technology companies globally for over 30 years.
avatar for Dr. Carl Marci- CEO & Chief Science Officer, Innerscope Research, Inc.

Dr. Carl Marci- CEO & Chief Science Officer, Innerscope Research, Inc.

Dr. Carl Marci is co-founder, CEO and Chief Science Officer of Innerscope Research. He is the former Director of Social Neuroscience at Massachusetts General Hospital. He received his B.A. at Columbia University, his M.A. in psychology and philosophy at Oxford University and... Read More →
avatar for Pranav Yadav- CEO, Neuro-Insight US Inc.

Pranav Yadav- CEO, Neuro-Insight US Inc.

Pranav Yadav is the CEO of Neuro-Insight US. Prior to Neuro-Insight, Pranav worked at ReD Associates, a global leader in innovation strategy consulting. At ReD, Pranav gained experience across industries – product innovation strategy (global tech giant), designing a sustainable... Read More →
avatar for Scott Purvis- Managing Director, Gallup & Robinson

Scott Purvis- Managing Director, Gallup & Robinson

Scott Purvis is Managing Director of Gallup & Robinson, a brand communications research and consulting firm. With twenty-five years of experience in research and communications, Scott has been the principal researcher on hundreds of published and proprietary studies about advertising... Read More →


Thursday October 25, 2012 9:30am - 11:00am
Microsoft's New England Research and Development Center Kendall Square - 1 Memorial Drive, Cambridge MA

11:00am

Building Brands and Driving Engagement with Video Communications

The role of televideo in healthcare is an important one with many hospitals and major health delivery organizations using these technologies to help increase access, expand referrals and enlarge their footprint. An easy, convenient and attractive way to get patients engaged in their care, and link patients with providers, televideo is transforming the delivery of care and is used across all care settings. As recognized thought leaders in the video communications space, SBR Health will demonstrate how televideo not only increases patient satisfaction but also how it helps hospitals build community and brand awareness.


Speakers
avatar for Douglas Ashton- Founder, OpenExchange Communications

Douglas Ashton- Founder, OpenExchange Communications

A long-time Wall Street analyst turned SaaS entrepreneur, Doug founded OpenExchange in 2009 when he saw the need to bring a community-based approach to financial services and C-suite collaboration. He is the company's VP, Product Development, putting his new-found passion for product... Read More →
avatar for Pete Eggleston- Chief Marketing Officer, SBR Health

Pete Eggleston- Chief Marketing Officer, SBR Health

Pete Eggleston brings a strong combination of sales, marketing and product management skills to the company's core management team. Over the last 20 years, he has served in various sales and marketing leadership positions throughout the high-tech industry, including Founder and... Read More →
avatar for Ashley Boyd- Marketing Manager, SBR Health

Ashley Boyd- Marketing Manager, SBR Health

Ashley Boyd is a marketing innovator with a strong combination of editorial, design, sales and business development experience. A former NYTimes reporter, Ashley covered breaking news and features and still writes regularly for newsletters, magazines and blogs. Her marketing experience... Read More →
avatar for Peter N. Vicars - President and CEO, Vgo

Peter N. Vicars - President and CEO, Vgo

Peter Vicars has a highly successful global track record and over 30 years of experience in the networking and telecommunications industry. Mr. Vicars is currently the president and CEO of Vgo, a company which develops and markets visual communications via Robotic Telepresence devices... Read More →
avatar for Dave Laughlin - Founder & CEO, VSnap

Dave Laughlin - Founder & CEO, VSnap

Dave McLaughlin is CEO & Co-Founder of Vsnap, a simple video messaging system for businesses that want an easy tool to make their customers feel special. Previously, Dave was Co-Founder of Fig Card, a mobile payments startup acquired by PayPal. Prior to that, Dave Co-Founded and ran... Read More →


Thursday October 25, 2012 11:00am - 12:30pm
Microsoft's New England Research and Development Center Kendall Square - 1 Memorial Drive, Cambridge MA

11:00am

Using Decision Science & the Psychology of Persuasion to Drive Action

New research from social scientists and behavioral economists proves that people rely on automatic, reflexive behaviors -- hardwired shortcuts -- when making decisions, including decisions about what marketing messages to consume and what products to buy. Unaware of these shortcuts, people will attribute their actions to some other reason. (See recent best sellers like Predictably Irrational, Nudge, How We Decide, etc.) Find out how to uncover the hidden, emotional drivers of behavior that traditional market research cannot access. And, equally important, discover how to trigger or prompt these "automatic actions" to gain the behavior you seek from your target market.


Speakers
avatar for Neal Boornazian- President, Wilde Agency

Neal Boornazian- President, Wilde Agency

As Wilde Agency’s President, Neal draws upon more than 25 years of experience in successfully leading and growing teams, brands and businesses. Responsible for the agency’s strategic vision and continued growth (100%+ in the last 36 months), he works with clients to deliver... Read More →
avatar for Nancy Harhut- Chief Creative Officer, Wilde Agency

Nancy Harhut- Chief Creative Officer, Wilde Agency

Nancy Harhut is Chief Creative Officer of Wilde Agency, where she combines social scientists’ insights about human behavior with direct marketing best practices in order to get people to act. Previously, Harhut held senior creative management positions with Hill Holliday, Mullen... Read More →
avatar for Aaron Reid- Founder and Chief Behavioral Scientist, Sentient Decision Science

Aaron Reid- Founder and Chief Behavioral Scientist, Sentient Decision Science

A psychologist by training, and a businessman by trade, Aaron Reid founded Sentient Decision Science to bridge the gap between behavioral science and business. With a Ph.D. in experimental psychology and a published research record in consumer decision-making, Aaron has developed... Read More →


Thursday October 25, 2012 11:00am - 12:30pm
Microsoft's New England Research and Development Center Kendall Square - 1 Memorial Drive, Cambridge MA

11:00am

YouTube Nation: Business Video Will Need Marketing More Than Special Effects

Don't exhaust your entire marketing budget on an over-produced video that may not get any views. YouTube and and online video represent the onset of precision market sizing, hyper-targeting, and 10X response rates. YouTube revolutionized online video. Now it's poised to do the same with business by incorporating great programming, customized branding, and highly-targeted advertising. Are you and your organization ready to use YouTube to engage your prospects, partners, customers, and employees like never before? More importantly, are you willing to embrace a medium that will increase your marketing response by a magnitude? We'll demo hyper-targeting live.


Speakers
avatar for Rob Ciampa- Executive Vice President of Sales and Marketing, Pixability

Rob Ciampa- Executive Vice President of Sales and Marketing, Pixability

Rob Ciampa is Executive Vice President of Sales and Marketing for Pixability, a video marketing company based at the Cambridge Innovation Center. He is also an award-winning marketer who’s used video to help bring 75 innovative products and services to global markets, generating... Read More →


Thursday October 25, 2012 11:00am - 12:30pm
Microsoft's New England Research and Development Center Kendall Square - 1 Memorial Drive, Cambridge MA

2:00pm

Driving Social Business Results At Scale

From social media, to social business, by design: Top lessons from the trenches. This session will explore the high-impact new methods today's marketers are using to move well beyond campaigns and lead their organizations to success using social strategy and tactics.


Speakers
avatar for Dion Hinchcliffe -  Chief Strategy Officer, Dachis Group

Dion Hinchcliffe - Chief Strategy Officer, Dachis Group

Dion Hinchcliffe is a well-known business thinker who works with the leadership teams of Fortune 500 and Global 2000 firms to devise strategies to help them adapt their organizations to the challenges and opportunities of the 21st century. Currently EVP of Strategy for SaaS services... Read More →


Thursday October 25, 2012 2:00pm - 3:30pm
Fidelity's Center for Applied Technology Innovation District - 245 Summer St, Boston MA

2:00pm

An Open Source Approach to Agile Marketing

The pace of marketing is accelerating. Digital marketers demand agile technology solutions that accelerate their ability to connect with prospects and customers.  

 

Open Source technologies such as Drupal are giving digital marketers new freedom and flexibility to exceed their goals for building brand affinity, generating new demand, and expanding their digital footprint dynamically across web, social, and mobile channels.

In this presentation, we'll discuss how using an open source Drupal–optimized platform to build amazing digital experiences that drive customers to take action whether it's on a microsite, within a social community, or in the virtual checkout aisle. 

Accelerate marketing innovation from idea to experience at web speed across any channel or device and create unforgettable customer experiences by leveraging a unified platform for content, community, and commerce.

 


Speakers
avatar for John Carione- Senior Director, Solutions Marketing, Acquia

John Carione- Senior Director, Solutions Marketing, Acquia

John Carione is the Senior Director for Solutions Marketing at Acquiafocused on helping customers create amazing digital experiences deliveredon the Drupal Open Source platform. John is responsible for understandingand crafting customer requirements for delivering unified web experiencesthat... Read More →

Sponsors

Thursday October 25, 2012 2:00pm - 4:00pm
Microsoft's New England Research and Development Center Kendall Square - 1 Memorial Drive, Cambridge MA

2:30pm

Social Without Borders: Succeeding in a Global Social Media Landscape

Today's largest brands have customers across the globe: customers who speak different languages, use technology differently, and don't always share the same tastes in content. Because of this, the future of a brand's social media presence must be as global and dynamic as the consumers it strives to connect with. In this session we will learn ways in which brands are truly succeeding on a global social stage.


Speakers
avatar for Kevin Palmer- VP, Emerging Media and Innovation, Convertiv

Kevin Palmer- VP, Emerging Media and Innovation, Convertiv

An early adopter and advocate of social networking services, Kevin has been recognized as a social media thought leader since 2004. After leveraging social media to build a large audience of his own, Kevin was quickly sought by companies to help them cultivate and utilize social... Read More →
avatar for Matt Peters- Creative Director, Pandemic Labs

Matt Peters- Creative Director, Pandemic Labs

Matt Peters is the Co-Founder and Creative Director of Pandemic Labs, the nation's leading social media marketing and analytics agency. Since the agency's inception, Matt has been one of the primary creative and strategic forces behind campaigns with clients like Puma, Canon, DirecTV... Read More →


Thursday October 25, 2012 2:30pm - 4:00pm
Microsoft's New England Research and Development Center Kendall Square - 1 Memorial Drive, Cambridge MA

2:30pm

Audiences Everywhere: The Evolution Of The Social Web

Alphabird CEO Chase Norlin delves into the social Web to illustrate where content and advertising are today, what they'll become tomorrow -- and how you are leading the evolutionary charge. From online videos going viral to brands and marketers tapping into the world of sharing, commenting, liking and truly engaging with who matters most: you.


Speakers
avatar for Chase Norlin- CEO, Alphabird

Chase Norlin- CEO, Alphabird

Chase Norlin is the CEO of AlphaBird, Prior to AlphaBird, he was the founder and CEO of Pixsy, a pioneer in video search. He served as a senior executive at ValueClick where he managed publisher distribution for the display advertising network, paid search, and comparison shopping... Read More →


Thursday October 25, 2012 2:30pm - 4:00pm
Microsoft's New England Research and Development Center Kendall Square - 1 Memorial Drive, Cambridge MA

4:00pm

The Secret Sauce to Manageable Personalization: Small Steps, Big Impacts

Customers of the future will demand personalized experiences.  But knowing we should be customizing the experience isn't enough and pulling the trigger can be scary.  In this session, Agency Oasis will offer a presentation of what to consider when planning for personalization on UX and Technical levels and leveraging business strengths against business requirements even with limited resources.  After the presentation, the attendees will be invited to participate in an interactive planning session for a ‘Client’ where we can see how deeply personalization can contribute to conversion, brand advocacy and heightened User Experience.  Come join us and begin defining your own experience!

The hashtag for this session is: #AOCustoms.


Speakers
avatar for Nick Laidlaw - CTO, Agency Oasis

Nick Laidlaw - CTO, Agency Oasis

As a co-founder and principal of Oasis, Nick provides extensive technology management and over 12 years of development experience. Nick has first hand experience architecting and developing world-class web applications using a variety of technologies. Nick’s roots are in web development... Read More →
avatar for Brendon Buckley - Director of Information Architecture, Agency Oasis

Brendon Buckley - Director of Information Architecture, Agency Oasis

Brendon Buckley acts as Director of Information Architecture and oversees IA for clients such as Standard & Poor’s, Fidelity, Navistar, Spotfire and Sanford Health Network. Brendon leads a team which identifies and defines project requirements, information hierarchy and site structure... Read More →
avatar for Mat Thomas - Creative Director, Agency Oasis

Mat Thomas - Creative Director, Agency Oasis

Mat Thomas serves as Creative Director for Oasis, where he touches nearly every aspect of the agency's development projects to ensure the highest level of design consideration, brand cohesion, and experiential innovation. Mat directly leads a team of graphic artists and user experience... Read More →
avatar for Jason Fields - Vice President, Agency Oasis

Jason Fields - Vice President, Agency Oasis

Jason has been with Oasis since 2009 and with nearly fifteen years of interactive service Jason offers an analytic and personalized vision of the industry to Agency Oasis. With components of design, development and experience architecture in his past he offers an expansive range of... Read More →


Thursday October 25, 2012 4:00pm - 5:30pm
Fidelity's Center for Applied Technology Innovation District - 245 Summer St, Boston MA
 
Friday, October 26
 

9:00am

The Converged Media Imperative: Why Marketers Must Combine Paid, Owned & Earned

Advertising, or "paid" media, has traditionally led marketing initiatives, both online and off, but advertising no longer works as effectively as it did unless bolstered by additional marketing channels. Both "owned" (content) and "earned" (social and consumer-generated) media are now vital to campaigns, helping to amplify and spread brand messages through the myriad, complex paths consumers follow across devices, screens, and media.


In this session, Rebecca Lieb will present the Altimeter Group's new research on converged media, demonstrating why and how marketers are challenged to intercept these elusive customers and cut through the media clutter, regardless of channel or medium. She will explain how and why businesses must change the way marketing departments are organized, build new models to drive collaboration across client brand teams, agency partners and other service providers, shift budgets, and realign metrics and KPIs to effectively measure and assess their creative and media initiatives.


Convergence is already very real in digital channels. This shift is also beginning to occur in offline media. The brands and agencies that understand convergence and the new skills it demands will be better prepared to face future challenges.


Speakers
avatar for Rebecca Lieb - Analyst, Altimeter Group

Rebecca Lieb - Analyst, Altimeter Group

Rebecca Lieb is an analyst at Altimeter Group where she covers digital advertising and media, an area that encompasses brands, publishers, agencies, and technology vendors.Rebecca previously launched and oversaw Econsultancy’s US operations. She was VP and editor-in-chief of The... Read More →

Sponsors

Friday October 26, 2012 9:00am - 11:00am
Microsoft's New England Research and Development Center Kendall Square - 1 Memorial Drive, Cambridge MA