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Wednesday, September 25, 2024
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9:00am - 9:45am
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SIGN-IN AND NETWORKING BREAKFAST
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9:45am - 10:00am
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Preeya Vyas
Chief Experience Officer
VML
Karen Talavera
Founder & Principal
Synchronicity Marketing
Kelly Haggard
VP of Channel Innovation and Optimization
Synchrony
Jose Cebrian
EVP, Vertical Lead
Merkle
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10:00am - 10:30am
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STATE OF THE CHANNEL ADDRESS: THE BIGGEST CHALLENGES FACING EMAIL MARKETERS
Email marketers are facing a daunting set of challenges—from changes at inbox providers to seismic shifts in Martech to new legal concerns. Oracle Digital Experience Agency’s Chad S. White will unpack those changes and explain why there are still many reasons to be beyond optimistic about email marketing’s future.
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Chad S. White
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Head of Research
Oracle Digital Experience Agency
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10:30am - 11:00am
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PLATFORM SELECTION & MIGRATION: FROM DISSATISFACTION TO SUCCESS
Akin to moving banks or upgrading phones, making the decision to switch ESPs is both arduous and a monumental task for any organization. From the decision to RFP, to the actual migration, most marketers are learning on the fly. Yet, how do you know if it’s time for such a dramatic change in your martech stack? Our panel of experts - who've spent the last 20 years at the forefront of marketing technology - will discuss the rationale in switching platforms and explore whether you NEED to move, strategies that make moving easier, and ways to ensure that your target platform amplifies your ability to innovate and execute.
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Moderator: Paul Shriner
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Co-Founder
AudiencePoint
Kelly Haggard
VP of Channel Innovation and Optimization
Synchrony
Jose Cebrian
EVP, Vertical Lead
Merkle
Derek Harding
Chief Technology Officer
Little Bee Consulting
Ryan Phelan
CEO
RPE Origins
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11:00am - 11:15am
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NETWORKING BREAK
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11:15am - 11:45am
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CREATIVE & DESIGN INNOVATIONS - AI-POWERED EMAIL CREATIVE: A GAME CHANGER
AI-enabled creative tools are transforming digital marketing at an unprecedented pace. In this session, Creative Director Matt Caldwell provides an insightful overview of AI's impact on email marketing creative. He’ll not only live-demo an innovative AI tool that streamlines every aspect of email creation—from copywriting and imagery to coding—but also share a case study illustrating how a Travel & Hospitality brand's pioneering marketing team leveraged this tool to enhance their creative workflow and boost productivity.
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Matt Caldwell
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Creative Director
Denada
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11:45am - 12:15pm
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DATA VS. PRIVACY: BALANCING DATA COLLECTION WITH REGULATORY AND LEGAL COMPLIANCE
The Email inbox: it’s a golden doorway to opportunity. Yet, what was once an innocent tool for exchanging messages has transformed into a formidable engine of e-commerce, fueling business growth, and feeding the insatiable beast of data collection. With every byte captured, a dark side lurks where bad actors lie in wait ready to exploit vulnerabilities. Progress brings challenges, particularly in balancing innovation with privacy concerns. While harnessing data offers opportunities for innovation and competitive advantage, it also raises critical concerns about privacy and ethical use of PII. How is data stored, protected, and to what lengths will businesses go to use it? As the debate over data and privacy intensifies, this panel will provide a forward-looking perspective on how businesses can innovate responsibly while upholding the highest standards of privacy protection and legal compliance. We’ll explore the delicate balance between leveraging data for email marketing success and safeguarding it against misuse and regulatory breaches.
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Keith Kouzmanoff
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Postmaster
Maillennium
Dr. Erdal Ozkaya
Chief Cybersecurity Strategist - Group CISO
MAVeCap
Tom Burke
CEO
AtData
Andy Perez
CEO
AudiencePoint
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12:15pm - 12:30pm
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AWARDS PRESENTATION
EEC Awards - Nominations and Winners
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Ryan Phelan
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CEO
RPE Origin
Jose Cebrian
VP Vertical Lead
Merkle
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12:30pm - 1:45pm
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NETWORKING LUNCH & ROUNDTABLES
During lunch, roundtables will be available including topics such as: B2B Email, Performance Measurement, Audience Growth, Creative Tips, and more.
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1:45pm - 2:15pm
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AFTERNOON KEYNOTE: HOW VICTORIA'S SECRET EMBRACED AI AND GOT RESULTS
Are you ready to take your email program to the next level, but don’t know where to begin? Learn how Victoria’s Secret embraced AI technology and rebuilt their email marketing operating model from the ground up. Ryan Egle will take you through the VS & Co. journey and share tips & tricks from his first-hand experience. You’ll walk away with a step-by-step gameplan, and the confidence needed to build an AI led email program.
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Ryan Egle
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Director, Marketing Driver Operations
Victoria's Secret & Co
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2:15pm - 2:45pm
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SEGMENTATION & DATA INSIGHTS - HARNESSING AI FOR CONTINUOUS EMAIL OPTIMIZATION: BEYOND BASIC SEGMENTATION
This presentation examines the integration of AI in email marketing for continuous optimization, progressing beyond basic segmentation techniques. We cover foundational strategies, such as targeting and personalization, before moving into intermediate AI-driven methods like predictive analytics and behavioral targeting.
Advanced applications, including dynamic content personalization and automated A/B testing, showcase how machine learning enhances real-time campaign optimization. We also address essential topics like regulatory compliance and the balance between automation and human oversight, ensuring ethical AI use. Through engaging case studies, attendees will gain actionable insights to elevate their email marketing strategies, driving improved engagement and conversion rates.
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Cecilia Dones
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Founder, Chief Data Officer
3 Standard Deviations
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2:45pm - 3:00pm
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AFTERNOON BREAK
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3:00pm - 3:30pm
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THE FUTURE OF MARKETING IS MULTIPLAYER
A brand's relationship with a customer has always been a balance of power; that power has been rebalanced in the age of GenAI. In this talk, we'll explore how customers have turned that relationship into a gamified entertainment experience and how cultural brands like LEGO and IKEA create new customer expectations in a world where our modes of shopping are in flux.
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Phillip Jackson
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CEO and Co-Founder
Future Commerce
View Event Recap
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3:30pm - 4:00pm
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STATE OF THE INBOX & DELIVERABILITY
From external threats targeting your brand to internal data management issues resulting in mail delivery to the bulk folder or, worse, blocking, list management and data accuracy are challenges that continue to lead brands down the path of the spam folder. Hear from the experts what your brand should do to provide value and engaging content to your subscribers while also operationally establishing reputable sending infrastructure, monitoring reputation, and navigating the changing rules of the ISPs.
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Moderator: Matt Vernhout
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Principal Email Advisor
Email Industries
Udeme Ukutt
Email Deliverability & Policy
Brad Gurley
Director of Deliverability
MessageGears
David Fowler
Deliverability Manager
Merkle
Brooke Hamilton
Senior Deliverability Manager
Sailthru
View Presentation
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4:00pm - 4:15pm
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4:30pm - 6:00pm
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NETWORKING HAPPY HOUR ON SKYVIEW TERRACE
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