Marketing Tech Momentum Members-Only Conference(In-Person Only)

OPENING REMARKS

John Hardy

Senior Vice President, Marketing Technology ANA

BRIDGING CREATIVITY, TECHNOLOGY, AND CUSTOMER CONNECTION

In today's complex business landscape, creating meaningful customer experiences requires a sophisticated, integrated approach that transcends traditional design boundaries. This session explores how strategic experience design can transform brand engagement by seamlessly blending creative storytelling, cutting-edge technology, and deep customer insights.  

Kaleeta McDade

Global Chief Experience Design Officer VML (WPP)

THE HOME DEPOT - TAKING AN OMNI-CHANNEL APPROACH TO DRIVE GROWTH

Effective personalization involves engaging customers at the right moment with the right experiences to create human, empathetic, one-to-one connections across all channels in their journey. Achieving this requires advanced data and automation capabilities, collaborative teams, and a carefully curated ecosystem of partners and platforms—all dedicated to understanding and enhancing your customers’ experiences. Join Deloitte Digital & The Home Depot to learn more about adopting cross-channel, meaningful personalization. 

Erin Thorne

Director of Personalization The Home Depot

AI-DRIVEN MEDIA DECISIONING: TRANSFORMING HOW WE BID, BUY & CONTROL QUALITY MEDIA

This session examines how advances in AI and automation are changing the way media is activated, with a focus on how new technologies are simplifying the supply chain while simultaneously improving media quality and efficiency.  Attendees will learn about practical applications of AI in media, with a focus on gaining a competitive advantage. 

Ravi Patel

CEO & Co-Founder SWYM.ai

BUILDING DIGITAL CONNECTION: THE STRATEGY BEHIND CHICK-FIL-A'S NEWEST CUSTOMER EXPERIENCES

Learn how Chick-fil-A is creating meaningful customer relationships through three innovative digital initiatives. Evan Zimring and Riley Bevill will share the strategy and results behind Code Moo, a digital evolution of the beloved Cow Appreciation Day, their immersive Evergreen holiday campaign, and CFA Play, a children's app that extends the brand relationship beyond the restaurant. This session explores how Chick-fil-A balances digital innovation with its established brand values to create experiences that resonate with modern customers. 

Evan Zimring

Account Director AKQA

AI-POWERED EMAIL MARKETING MASTER CLASS

Dive into the transformative world of AI in email marketing. This master class will equip marketers with practical tools, strategic insights, and innovative approaches to leverage artificial intelligence for more personalized, efficient, and impactful email campaigns. Learn how to stay ahead of technological shifts and turn AI into your competitive advantage.

Jamal Miller

Senior Director of Product Marketing Intuit Mailchimp

MEASURING ATTENTION IN OOH

Attention measurement is increasing in popularity for media buying and optimization, and out-of-home (OOH) is now ready to be included in the mix. Similar to the methodologies behind attention metrics in other channels, billups' approach to attention in OOH uses digital and real-world data in its patented IP to understand consumer trajectories, estimating the likelihood to see and pay attention to the ad on an OOH unit. This data includes the number of OOH units in the viewshed, the angle and size of the unit, and how quickly the viewer is passing by foot or vehicle (dwell time).

Fitzco's Group Media Director, Connections Strategy, Kim Harrison and billups' Chief Technology Officer, Shawn Spooner, will share best practices for using OOH in a media plan, review the OOH attention scores from a recent campaign in the automotive category, and discuss how AI powers the tools used to measure attention and optimize creative.

Kim Harrison

Group Media Director, Connections Fitzco

DECODING THE B2B CUSTOMER JOURNEY: MARTECH'S SECRET SAUCE

The traditional B2B customer journey, focused on landing deals, has evolved dramatically in the SaaS era. Success is no longer singularly defined by a signed contract but by fostering continuous customer engagement, driving adoption, and unlocking lifetime value. In this session, SAP shares its evolving MarTech needs to meet these challenges head-on.

Learn how SAP is working to optimize the customer journey beyond contract signature and how that is changing MarTech's needs. Discover SAP’s vision for how MarTech should not only be able to enable effective lead generation, streamlined field sales processes, and conversion to booked opportunities, but also serve as the underlying basis of support to explore the next frontier: nurturing post-sales relationships to facilitate multi-persona engagement, ensure product adoption, and expand the solution footprint.

Whether it’s driving adoption or finding new demand generation channels, SAP shares how MarTech is the secret sauce for thriving in the customer-centric SaaS landscape.

Join us to decode how MarTech can transform every stage of your B2B customer journey.

Etosha Thurman

Chief Marketing Officer, Intelligent Spend and Business Network SAP

CLOSING REMARKS

John Hardy

Senior Vice President, Marketing Technology ANA