Mastering Marketing: The Intersection of Insight, Execution and Vision

May 17 – 19 | San Diego, CA | gartner.com/us/marketing

Early-bird discountSave $325 by March 18

Mastering Marketing: The Intersection of Insight, Execution and Vision

The Premier Gathering for Senior Marketing Leaders

2 Gartner Digital Marketing Conference 2016

Mastering Marketing: The Intersection of Insight, Execution and VisionHarness data. Optimize CX. Drive innovation.Now more than ever, marketers are empowered with a greater strategic voice that helps drive business growth and competitive advantage. But marketers have to work at warp speed to keep up with — and ahead of — change.

Join us for Gartner Digital Marketing Conference 2016, May 17 – 19, in San Diego, CA, and discover how data can be used to identify your best prospects, predict their needs and pinpoint the right time to engage. Explore how to plan and prepare for innovative technologies, respond to customer needs and exceed their expectations. Learn which high-impact trends, tools, strategies and technologies you need to master your craft.

Visit gartner.com/us/marketing for updates and to register! 3

4 Meet the analysts

4 Keynotes

6 Agenda tracks

7 Conference features

8 Agenda at a Glance

10 Exhibitors

11 Registration and pricing

Who should attend ContentsChief marketing officers

Chief digital officers

Chief customer officers

Vice presidents, directors and managers of key marketing disciplines, including:

Brand management

Customer experience

Digital commerce

Digital marketing

Marketing analytics

Marketing operations

Mobile marketing

Multichannel marketing

Online/Web marketing

Social marketing

Hot topics

Customer experience design

Content marketing

Multichannel marketing

Mobile marketing

Emerging marketing technology

Data-driven marketing

Customer journey analytics

Social marketing

Digital commerce

B2B and B2C best practices

Learn how to: • Apply customer journey analytics and data science techniques to maximize results

• Optimize and orchestrate marketing across multiple channels

• Integrate technology such as the Internet of Things, artificial intelligence and virtual reality into your marketing strategy

• Measure your impact and show results in a way executives understand and care about

• Utilize segmentation to target personas with tailored customer experiences

• Move customers from anonymous to loyal personal relationships

• Explore data science techniques and use cases

• Determine which skills to build in-house and which to source from agencies and technology partners

• Generate authentic engagement and customer feedback across social platforms

• Base your mobile marketing strategies on consumer behavior


Meet the analysts

Director, Gartner Research@ceubanks

Research focus:Data-driven marketing

Conference Co-Chair and Director, Gartner Research @JenPolk1

Research focus:Digital commerceSocial marketingEmerging marketing technology and trendsMarketing management

Vice President and Distinguished Analyst, Gartner Research@acfrank

Research focus:Data-driven marketingEmerging marketing technology and trendsMarketing management

Director, Gartner Research@marketerslab

Research focus:Marketing management

Group Vice President, Gartner Research@ygenovese

Research focus:Data-driven marketing Digital commerce Emerging marketing technology and trends Social marketing

Director, Gartner Research

Research focus:Mobile marketingEmerging marketing technology and trends

Director, Gartner Research@augieray

Research focus:Customer experienceSocial marketing

Christi Eubanks

Director, Gartner Research @kirstenpetra

Research focus:Digital commerceMultichannel marketingMarketing management

Andrew Frank Yvonne Genovese Charles S. Golvin

Kirsten Newbold-Knipp Jennifer Polk Augie Ray Christopher Ross

Guest Keynote

Optimism Can Take You AnywhereBert Jacobs, Co-Founder of Life Is Good

Bert Jacobs is Co-Founder and CEO (Chief Executive Optimist) of Life Is Good, which spreads the power of optimism through inspiring art, a passionate community, and groundbreaking nonprofit work. Mr. Jacobs and his brother, John, launched their business with $78 in their pockets, selling T-shirts in the streets of Boston. Today, Life Is Good is a $100 million positive lifestyle brand sold by more than 2,000 retailers across the U.S. and Canada.


Director, Gartner Research@martykihn

Research focus:Customer experienceData-driven marketingEmerging marketing technology and trendsMarketing management

Director, Gartner Research@jbwphoto

Research focus:Social marketingMarketing management

Vice President, Gartner Research @m2mcguire

Research focus:Mobile marketingEmerging marketing technology and trendsMarketing management

Managing Vice President, Gartner Research@SimonYates

Research focus:Marketing managementCustomer experienceAnalyticsEmerging marketing technology and trends

Director, Gartner Research@ewanmcintyre4

Research focus:Marketing management

Conference Chair and Managing Vice President, Gartner Research@julierhopkins

Research focus:Social marketingCustomer experienceMultichannel marketing

Director, Gartner Research@jakesorofman

Research focus:Emerging marketing technology and trendsCustomer experienceMarketing management

Julie Hopkins Martin Kihn Michael McGuire Ewan McIntyre

Jake Sorofman Jay Wilson Simon J. Yates

A Look to the Future, a Plan for TodayYvonne Genovese, joined by Martin Kihn, Kirsten Newbold-Knipp, Augie Ray

Marketing success is part vision, part insight and part execution. We take a look at the road ahead for marketers to help shape that vision and offer advice and best practices on how to prepare today, including how to get the most out of the sessions you attend this week to help guide your journey.

Vice President, Gartner Research @AdamSarner

Research focus:Emerging marketing technology and trendsMultichannel marketingSocial marketing

Adam Sarner

Gartner Keynote

Agenda tracksHow to Win at Data-Driven MarketingData is the fuel for the marketing engine and analytics is the GPS. But, what data do you need? Where do you find it? And how do the best marketers use it to segment, predict, manage, measure, attribute and decide? This track focuses on driving marketing success with data and analytics.

Featured sessions

• How to Win at Programmatic Media

• Look Sharp: Marketing Dashboards and Data Visualization

• Relevance With Privacy: Use Personification to Engage Users Anonymously

• How to Cultivate a Data-Driven Culture

Creating and Executing Winning Marketing StrategiesMarketers need a guide to answer not just “What do I do?” but also “How do I do it?” This track focuses on high-performance marketing strategies and how to adopt these best practices in your organization, with an eye toward sourcing, resource alignment, planning and orchestration, and the ultimate goal of driving measurable results.

Featured sessions

• How to Evolve Your Content Marketing Program From Experimental to Operational

• How to Unite Advertising With Multichannel Marketing

• Achieving Balance: Marketing KPIs Driving Short- and Long-Term Growth

• The Science and Investment Behind ‘Viral’ Campaigns

What’s Next: Preparing for Marketing’s Newest Trends and TechniquesMarketing changes fast, often faster than you’re prepared to move. That’s why you need to be able to see around corners and learn about the forces that are changing the game, well before they’re widely adopted. This track looks at trends on the horizon and helps you prepare for marketing innovation.

Featured Sessions

• How the IoT Will Fit Into Your Marketing Strategy

• Top Trends in Digital Marketing

• Marketing’s Bleeding Edge: On the Frontiers of Automation and Machine Learning

• Virtual Reality: What’s Real and How Marketers Should Prepare

A

B

c


Conference featuresGain knowledge, share experiences, network with your peers and meet with solution providers to improve your business


By 2018, machines will author 20% of business content. Source: Gartner

Meet one-on-one with a Gartner analyst Gain targeted advice on your toughest challenges. Explore your personal marketing challenges in a private meeting with a Gartner analyst. Your take-away: actionable solutions that speak specifically to your situation.

As a Gartner conference attendee, you are entitled to a private, 30-minute advisory session with an analyst of your choice. These sessions are a great way to reinforce lessons learned and how-to recommendations presented throughout the conference. As our event attendees tell us, analyst one-on-one sessions are worth the price of admission, all by themselves. (Preregistration is required.)

Sessions are subject to analyst availability and are not available for vendor briefings or product demonstrations.

20/20 sessions These case study sessions pair Gartner insight with real-world examples from the marketers who pulled them off.

Peer perspective roundtables Join your peers for a topic-driven discussion, lightly moderated by a Gartner analyst. Identify best practices and share practical ideas and tips in these small-group sessions. (Separate preregistration is required; these sessions are open to end-user practitioners only.)

Solution Showcase Meet with leading and emerging solution providers and get the latest information on and demonstrations of new marketing solutions and services.

Solution provider sessions Solution providers share technology roadmaps, customer case studies and examples of how solutions work in the real world.


Agenda at a GlanceTu

esda

y, M

ay 1

7 7:30 a.m. Registration and Networking Breakfast

9:00 a.m. K1. Gartner Opening Keynote A Look to the Future, a Plan for Today Yvonne Genovese, Martin Kihn, Kirsten Newbold-Knipp, Augie Ray

9:45 a.m. Networking Break

TRACKS

10:15 a.m. A1. How to Win at Programmatic Media Andrew Frank B1. 2016 and Beyond: Key Moves and Investments for Marketers Jake Sorofman

C1. A Eulogy for Don Draper: How a Changing Agency Landscape Impacts Your Marketing Jay Wilson

11:15 a.m. A2. Look Sharp: Marketing Dashboards and Data Visualization Martin Kihn

B2. How Marketing Aligns With CX Design to Drive Great Customer Experiences Augie Ray

C2. Where Do Design and Creativity Fit in Data-Driven Marketing? Kirsten Newbold-Knipp

12:00 p.m. Attendee Lunch and Solution Showcase Dessert Reception

12:20 p.m. MQ1. Magic Quadrant for Digital Marketing Analytics Kirsten Newbold-Knipp

2:15 p.m. A3. Relevance With Privacy: Use Personification to Engage Users Anonymously Andrew Frank

B3. Every Marketer Is a Digital Commerce Marketer: Marketing to Impact Results Jennifer Polk

C3. Top Trends in Digital Marketing Michael McGuire

3:15 p.m. Solution Provider Sessions

4:00 p.m. Networking Break

4:30 p.m. K2. Guest Keynote Optimism Can Take You Anywhere Bert Jacobs, Co-Founder of Life Is Good

5:15 p.m. Solution Showcase Reception

5:30 p.m. MQ2. Magic Quadrant for Digital Marketing Hubs Christi Eubanks, Jake Sorofman

7:15 p.m. Special Evening Event

Wed

nesd

ay, M

ay 1

8 7:30 a.m. Registration and Birds of a Feather Networking Breakfast

8:30 a.m. A4. 20/20: How to Cultivate a Data-Driven Culture Ewan McIntyre B4. Channel Index: Choosing the Right Channels in a Digital World Julie Hopkins, Michael McGuire, Adam Sarner

C4. Marketing’s Bleeding Edge: On the Frontiers of Automation and Machine Learning Andrew Frank

9:30 a.m. A5. Divide and Conquer: Mastering Segmentation and Personas in a Digital World Martin Kihn

B5. Building the Marketing Organization for the Next Decade Simon J. Yates C5. Delivering Social Marketing Results in a Volatile Environment Jay Wilson

10:30 a.m. Solution Provider Sessions

11:30 a.m. A6. Boot Camp: Big Data and Data Science Basics for Marketers Christi Eubanks

B6. 20/20: How to Evolve Your Content Marketing Program From Experimental to Operational Jake Sorofman

C6. What’s Next in Mobile Marketing: Connecting With Consumers on the Go Michael McGuire


12:30 p.m. MQ3. Magic Quadrant for Global Digital Marketing Agencies Jay Wilson

2:15 p.m. A7. 20/20: Mastering Customer Journey Analytics and Marketing Along the Path to Purchase Jennifer Polk

B7. How to Unite Advertising With Multichannel Marketing Andrew Frank, Adam Sarner

C7. How the IoT Will Fit Into Your Marketing Strategy Charles S. Golvin



4:30 p.m. K3. Guest Keynote TBA

5:15 p.m. Hospitality Suites

Thur

sday

, May

19 7:15 a.m. Birds of a Feather Networking Breakfast


9:15 a.m. A8. How B2Bs Manage Data-Driven Marketing and What B2Cs Can Learn From Them Christi Eubanks

B8. Achieving Balance: Marketing KPIs Driving Short- and Long-Term Growth Kirsten Newbold-Knipp

C8. 20/20: Virtual Reality — What’s Real and How Marketers Should Prepare Augie Ray


11:00 a.m. A9. Tales From the Trenches: How Three Companies Measure Their Marketing Ewan McIntyre

B9. 20/20: The Science and Investment Behind ‘Viral’ Campaigns Julie Hopkins

C9. Shake It Off: How Taylor Swift Revolutionized Marketing Martin Kihn

A. How to Win at Data-Driven Marketing B. Creating and Executing Winning Marketing Strategies

2:30 p.m. Monday, May 16: Preconference Registration


Agenda as of January 19, 2016, and subject to change.

Tues

day,

May

17 7:30 a.m. Registration and Networking Breakfast

9:00 a.m. K1. Gartner Opening Keynote A Look to the Future, a Plan for Today Yvonne Genovese, Martin Kihn, Kirsten Newbold-Knipp, Augie Ray

9:45 a.m. Networking Break

TRACKS

10:15 a.m. A1. How to Win at Programmatic Media Andrew Frank B1. 2016 and Beyond: Key Moves and Investments for Marketers Jake Sorofman

C1. A Eulogy for Don Draper: How a Changing Agency Landscape Impacts Your Marketing Jay Wilson

11:15 a.m. A2. Look Sharp: Marketing Dashboards and Data Visualization Martin Kihn

B2. How Marketing Aligns With CX Design to Drive Great Customer Experiences Augie Ray

C2. Where Do Design and Creativity Fit in Data-Driven Marketing? Kirsten Newbold-Knipp


12:20 p.m. MQ1. Magic Quadrant for Digital Marketing Analytics Kirsten Newbold-Knipp

2:15 p.m. A3. Relevance With Privacy: Use Personification to Engage Users Anonymously Andrew Frank

B3. Every Marketer Is a Digital Commerce Marketer: Marketing to Impact Results Jennifer Polk

C3. Top Trends in Digital Marketing Michael McGuire



4:30 p.m. K2. Guest Keynote Optimism Can Take You Anywhere Bert Jacobs, Co-Founder of Life Is Good

5:15 p.m. Solution Showcase Reception

5:30 p.m. MQ2. Magic Quadrant for Digital Marketing Hubs Christi Eubanks, Jake Sorofman

7:15 p.m. Special Evening Event

Wed

nesd

ay, M

ay 1

8 7:30 a.m. Registration and Birds of a Feather Networking Breakfast

8:30 a.m. A4. 20/20: How to Cultivate a Data-Driven Culture Ewan McIntyre B4. Channel Index: Choosing the Right Channels in a Digital World Julie Hopkins, Michael McGuire, Adam Sarner

C4. Marketing’s Bleeding Edge: On the Frontiers of Automation and Machine Learning Andrew Frank

9:30 a.m. A5. Divide and Conquer: Mastering Segmentation and Personas in a Digital World Martin Kihn

B5. Building the Marketing Organization for the Next Decade Simon J. Yates C5. Delivering Social Marketing Results in a Volatile Environment Jay Wilson


11:30 a.m. A6. Boot Camp: Big Data and Data Science Basics for Marketers Christi Eubanks

B6. 20/20: How to Evolve Your Content Marketing Program From Experimental to Operational Jake Sorofman

C6. What’s Next in Mobile Marketing: Connecting With Consumers on the Go Michael McGuire


12:30 p.m. MQ3. Magic Quadrant for Global Digital Marketing Agencies Jay Wilson

2:15 p.m. A7. 20/20: Mastering Customer Journey Analytics and Marketing Along the Path to Purchase Jennifer Polk

B7. How to Unite Advertising With Multichannel Marketing Andrew Frank, Adam Sarner

C7. How the IoT Will Fit Into Your Marketing Strategy Charles S. Golvin



4:30 p.m. K3. Guest Keynote TBA

5:15 p.m. Hospitality Suites

Thur

sday

, May

19 7:15 a.m. Birds of a Feather Networking Breakfast


9:15 a.m. A8. How B2Bs Manage Data-Driven Marketing and What B2Cs Can Learn From Them Christi Eubanks

B8. Achieving Balance: Marketing KPIs Driving Short- and Long-Term Growth Kirsten Newbold-Knipp

C8. 20/20: Virtual Reality — What’s Real and How Marketers Should Prepare Augie Ray


11:00 a.m. A9. Tales From the Trenches: How Three Companies Measure Their Marketing Ewan McIntyre

B9. 20/20: The Science and Investment Behind ‘Viral’ Campaigns Julie Hopkins

C9. Shake It Off: How Taylor Swift Revolutionized Marketing Martin Kihn

B. Creating and Executing Winning Marketing Strategies C. What’s Next: Preparing for Marketing’s Newest Trends and Techniques

2:30 p.m. Monday, May 16: Preconference Registration

Gartner Digital Marketing Conference 2016

ExhibitorsPremier Exhibitor list as of January 19, 2016, and subject to change

Adobe is the global leader in digital marketing and digital media solutions. Our tools and services allow our customers to create groundbreaking digital content, deploy it across media and devices, measure and optimize it over time, and achieve greater business success. We help our customers make, manage, measure, and monetize their content across every channel and screen.

HP Software empowers organizations to understand and engage audiences, reach new customer segments, and deliver dynamic and personal experiences across every channel, including print, Web, contact centers, and augmented reality. With a portfolio of industry-leading products, including HP Exstream, HP TeamSite, HP MediaBin, HP Qfiniti, and HP Aurasma, marketers can increase revenue, conversion rates, and customer loyalty using the diverse and growing volume of information that powers today’s world. For more information, visit http://hpengage.com.

Salesforce enables companies to connect with their customers in a whole new way, leveraging the combined power of cloud, social, mobile, data science and IoT technologies. With its innovative Customer Success Platform, Salesforce sets the global standard for customer relationship management, engagement and intelligence, by integrating sales, service, marketing, community, analytics, IoT and app development in a trusted cloud for businesses of every size and industry.

Turn delivers real-time insights that transform the way leading media agencies and enterprises make marketing decisions. The Turn platform enables anonymous audience planning, data centralization, cross-device advertising, and advanced analytics, along with point-and-click access to more than 150 integrated technology partners. Turn works with more than 300 of the world’s top brands and media agencies, including Accuen, AMNET, Chrysler, Dentsu, DirecTV, Experian, Kraft, Microsoft, OMD, Progressive Insurance, Sky Italia, Thomas Cook, Toyota and Zales.

Brightspot is an enterprise user experience platform that powers large-scale, highly dynamic and editorially rich consumer experiences. It delights editors with a consistent and uncluttered user interface. It unleashes designers, allowing them to create visually stunning experiences. It empowers developers by automating routine tasks and injecting best practices in their familiar workflows.

Domo enables you to see in real time data from across your entire organization — in one place, on any device. Domo connects directly to data wherever it lives — whether offline or online — and transforms it into a personalized, dashboard view that makes data easy to consume and delightful to use.

Episerver connects digital commerce and digital marketing to help organizations create unique digital experiences for their customers, with measurable business results. The Episerver Digital Experience Cloud™ combines content, commerce and multichannel marketing in a single platform to work full circle for businesses online — from intelligent optimization and lead-generation through to conversion and repeat business — with unprecedented ease-of-use.

Experian Marketing Services is a leader in data-driven marketing and cloud-based marketing technology. Experian® is the only company in the world to offer a comprehensive marketing suite that unites customer insights, analytics, data quality and cross-channel marketing technology into a single platform. Visit experian.com/marketingservices or follow @ExperianMkt to learn more.

IBM lives at the intersection of technology and business. This enables us to change the way the world works, and in so doing, to be essential to our clients and to society. IBM proudly points to more than a century’s experience in making the world a smarter place.

IgnitionOne allows performance-based marketers to easily identify, reach and respond to the evolving interests of individuals (both known and anonymous) throughout the customer journey based on patented algorithmic scoring and data management. IgnitionOne marketing hub technology increases performance across social, website, search, display, mobile and email, including dynamic personalization.

Jahia is a leading open-source vendor providing a digital experience management platform that enables true transformation in digital enterprise. Given the need to manage the entire experiential ecosystem for both external and internal customers to meet today’s business needs, Jahia delivers proven capability for a unified customer journey.

Modern Marketers choose Oracle Marketing Cloud to build customer-obsessed cultures, create and manage ideal customers, and power revenue performance. Integrated information from cross-channel, content, and social marketing with data management and activation along with app and data partners enables them to target, engage, convert, analyze, and implement technology delivering personalized customer experiences. Visit oracle.com/marketingcloud.

Since 1976, SAS has been the leader in business analytics software and services. SAS transforms data into insights to give a fresh perspective on your business and customers. You can identify what’s working. Fix what isn’t. And discover new opportunities. We help turn data into knowledge you can use.

The Teradata Integrated Marketing Cloud empowers data-driven marketers to create better customer experiences in real time, across all channels, while improving marketing agility and efficiency. Teradata helps companies get more value from data than any other company. Our big data analytic solutions, integrated marketing applications, and team of experts can help your company gain a sustainable competitive advantage with data. Teradata helps organizations leverage all their data so they can know more about their customers and business and do more of what’s really important. To learn more about how we power marketing, visit marketing.teradata.com.

Media Partners

Platinum


What’s includedIn addition to three tracks of the latest analyst research, your conference registration fee includes complimentary access to these special features:

• A private analyst one-on-one advisory session

• Keynotes

• Peer perspective roundtables

• Solution Showcase

• Networking breakfasts, lunches and receptions

Online preregistration is required for the one-on-one and roundtables. Reserve your place early, as space is limited.

Group Rate DiscountMaximize learning by participating together in relevant sessions or splitting up to cover more ground, sharing your session take-aways later.

Complimentary registrations

1 for every 3 paid registrations



For more information, email [email protected] or contact your Gartner account manager.

Gartner event tickets We accept one Gartner for Marketing Leaders ticket for payment. If you are a client with questions about tickets, please contact your sales representative or call +1 203 316 1200.

Gartner Events On Demand Online access for one year

Get the most value from your ticket! Watch your favorite keynote and track sessions again and see any that you miss with Gartner Events On Demand. All attendees have access to recorded sessions for one year after the event. Visit gartnereventsondemand.com.

Silver Avanade

Clarabridge

FIS Pinpoint Marketing

ion interactive

Jumpshot

Marketo

Mindtree

OpinionLab

Pegasystems

RedPoint Global Inc.

Seismic

Sitecore

Stibo Systems

Tealium

Telerik

Upwork

Visual IQ

Zeta Interactive

KioskPointillist

Gartner hotel room rate $264 per night at Manchester Grand Hyatt San Diego

1 Market Place, San Diego, CA 92101 | Phone: +1 619 232 1234

3 ways to registerWeb: gartner.com/us/marketing

Email: [email protected]

Phone: 1 866 405 2511

Save $325 when you register by March 18

Early-bird price: $2,525 Standard price: $2,850

Exhibitors (continued)

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Mastering Marketing: The Intersection of Insight, Execution and Vision

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