AGENDA

Digital Velocity New York City 2017

This year, we are excited to announce a powerful agenda designed to
Inspire, Activate and Transform your digital business.

INSPIRE

The day starts featuring renowned industry leaders and customers inspiring you to reimagine what’s possible with digital business.

ACTIVATE

The next sessions are devoted to Activate­­ what you need to know to move your business forward.

TRANSFORM

And Transform will feature customer stories and speakers sharing ways to take these ideas from dream to reality.

Tuesday, April 11, 2017 | Pre-Conference Activities
Location: Chelsea Piers

2:00 PM – 5:00 PM
The Golf Club and Bowlmor at Chelsea Piers

Strike up a conversation and tee off Digital Velocity NYC with fellow attendees at the world-famous Bowlmor and Golf Club at Chelsea Piers.

Wednesday, April 12, 2017 | Digital Velocity Day 1
Location: Pier 60

Inspire

7:00 AM – 8:45 AM
Partner Pavilion

Breakfast

8:45 AM – 9:00 AM
General Session

Welcome
Jeff Lunsford, CEO, Tealium

9:00 AM – 9:45 AM
General Session

Customer Keynote: The Future of Experience
Gerry Campbell, SVP Strategy and Business Operations, Beachbody

9:45 AM – 10:25 AM
General Session

Keynote: Leveraging Identity Resolution as the Foundation for Marketing In A Post-Digital World
Joe Stanhope, Vice President & Principal Analyst, Forrester Research

Marketing has always been about knowing the customer. And knowing the customer means being able to identify them. As customer experiences become more complex and span multiple interactions, channels, and devices, identity resolution will make or break brands’ ability to harness customer insights and orchestrate marketing programs. As one of the few truly unique assets corporations own, the customer identity graph will become the basis for monetizing customer relationships and building sustainable competitive advantages.

This presentation will discuss:

  • The future of marketing in customers’ moments
  • The evolving importance of identity resolution as a strategic imperative
  • The current and emerging applications of robust identity resolution
  • A framework that brands can follow as they develop their own identity resolution strategies

10:25 AM – 10:45 AM
Partner Pavilion

Break

10:45 AM – 11:05 AM
General Session

Industry Overview
Jeff Lunsford, CEO, Tealium

11:05 AM – 11:55 AM
General Session

Keynote: Big Data and Storytelling
Matthew Luhn, Pixar Animation Studios

Big data is changing everything from content development to culture itself. Matthew Luhn, a 20 year Pixar story veteran will share how big data is being used to create great stories and characters in films like Toy Story 3, Inside Out and beyond. Matthew’s experience and insight will empower and inspire publishers, advertisers and innovators on how to forge stronger, more meaningful connections with consumers.

11:55 AM – 1:10 PM
General Session

Lunch

Activate

1:10 PM – 1:50 PM
General Session

2017 Tealium Roadmap
Mike Anderson, Founder and CTO, Tealium

1:50 PM – 2:30 PM
General Session

Panel - Next Frontier of Data: Customer Expectations Meet Digital Innovation
Jay Calavas, CIO, Tealium (Moderator)
Jason McMann, Director - eCommerce Development Operations, Domino's
Maria Defante, Senior Manager, Digital Analytics, Microsoft
Arthur Brodeur, Vice President, Digital Data Operations, Beachbody

The lines between the digital and physical world are dissolving and today’s customers want relevant, personalized experiences throughout their entire customer journey. In this panel, Tealium customers will discuss online consumer behavior and share the ways they are working to satisfy these demands by delivering enhanced, personalized experiences that go beyond traditional marketing. Whether you want to connect experiences using IoT and mobile devices or are looking to build cohesive journeys throughout digital properties, you’ll glean powerful insights from this power packed panel.

2:30 PM – 3:00 PM
General Session

Data Validation: Speed Up Your Releases and Report Data with Efficiency, Confidence and Accuracy
Patrick Hillery, Director of Solutions Engineering, ObservePoint
Kevin Stewart, Account Executive, ObservePoint

Frequent site and mobile app updates are time-consuming, messy, and things can get lost in transition, risking your customer experience and data integrity. You need a way to quickly validate that your implementations are consistent through development, staging and production—and a way to continuously monitor functionality until the next release. In this session, hear how leading brands are ramping their release cycles and ensuring the accuracy of their data with efficiency, confidence, and accuracy.

3:00 PM – 3:40 PM
General Session

Panel - Data Governance and Privacy: Balancing Customer Experience with Increasing Responsibility
Chris Slovak, VP Global Solutions Consulting, Tealium (Moderator)
Kevin Kreuser, General Counsel, GoDaddy
Asif Rahman, Director of Product Management, Digital Analytics, Univision
Aaron Chiles, Product Owner, Cisco
Maltie Maraj, Senior Counsel, Tealium

The proliferation of marketing technologies, an expansion in the use of private customer data and a rapid shift in the global privacy environment are creating an increasingly vulnerable situation for digital businesses. As brand and data controllers, how will your organization balance the evolution of customer expectations with increasing responsibilities in data privacy and security? In this panel, hear from industry experts and Tealium customers on how the data privacy outlook is effecting their business and influencing consumer trust. Learn the methods they are using to overcome these challenges and what these global changes mean for the future of our industry.

3:40 PM – 4:00 PM
Partner Pavilion

Break

Transform

4:00 PM – 4:30 PM
General Session

Beyond The Tag: Optimizing and Innovating Site Performance
Rajesh Singi, CTO, Digital Data & Analytics Platform, IBM
Juan Leon, Senior Digital Engineer, Digital Behavior Data Management, IBM

Tag management was just the start of IBM’s journey with Tealium. What began as simply a tool to manage tags on pages, it has evolved into a new paradigm to managing data and vendors, and has established a foundation for deeper personalization and integration initiatives. In this session, learn how IBM and Tealium worked together to deploy Tealium’s Data Layer Enrichment feature to improve overall team efficiency and to significantly reduce page load times, especially on mobile and tablet devices while adding flexibility and agility through automated tag deployment for programmatic marketing.

4:30 PM – 5:10 PM
General Session

Tealium Universal Data Hub Use Cases
Tealium Customers and Digital Strategy Team

Who doesn’t love gleaning ideas and insights from the experiences and vision of other brands like you? In this session, gain strategies and use cases from Tealium customers and the Tealium Digital Strategy team as they share guidance on how to use the Universal Data Hub to take faster and more meaningful action with your data, accelerating your path to ROI.

5:10 PM – 5:40 PM
General Session

Building Partnerships Inside Your Organization
David Mickelson, Manager, Insights & Analytics, 3M
Kevin Capeder, Analytics Specialist, 3M

As businesses work with an ever-increasing stack of marketing technologies, the need to work cross-functionally across the organization is greater than ever before. Teams must learn how to bridge cultural and organizational divides, share data between teams and tools, and work together to build cohesive customer experiences that go beyond just the marketing team. In this session, hear from global innovation company 3M about their brand’s journey and the methods they used to break down organizational disconnects, balance innovation and governance, and share data across a multitude of brands and countries.

5:40 PM – 5:45 PM
General Session

DV NY Wrap Up and Closing Remarks
Jeff Lunsford, CEO, Tealium

5:45 PM – 7:15 PM
CURRENT

Party at the Pier

7:15 PM – 10:00 PM
PHD Rooftop Lounge

After Party at Dream Downtown

Thursday, April 13, 2017 | Digital Velocity Day 2
Location: Convene at 810 Seventh Ave, 23rd Floor

Immerse

8:30 AM – 9:00 AM
Convene at 810 7th Ave

Registration

9:00 AM – 10:05 AM
Rockefeller Hub North
Rockefeller Hub South
Beekman Hub
Beekman Lounge

Roundtable: Unlock the Power of Mobile Customer Data
Johnson Ta, A+E Networks

Mobile minded-marketers are looking to the unlock the power of customer data to effectively meet customer demands and fuel exceptional experiences. But when it comes to mobile, is your organization aligned and ready for success? Have you established business goals and put a strategy in place to achieve them? Is Marketing working with IT to discuss the ‘how’ and ‘why’ around implementations? In this roundtable session, Johnson Ta from A+E leads a discussion where he shares his experience, and the benefits gained, by bringing Tealium and A+E mobile together.

Roundtable: Evolving Your Organization to Promote Data Governance Maturity
Patrick Hillery, Director of Solutions Engineering, Observepoint

The perfect data governance program is much like a unicorn. No matter how much you might want it to, it just doesn’t exist. Determining an ideal org model for your company is a nuanced decision dependent on many factors unique to your team. It’s also a balancing act of efficiency, people, processes, and technology. But you need to start somewhere. The roundtable discusses distinct stages of data governance maturity, how brands assess where they are at and road-map their future.

Roundtable: Walk in Your Consumer's Shoes
Errol McKenzie Jr., Senior Relationship Manager, Selligent

Today’s consumer expects immediate gratification, seamless service, and personal interaction. If a brand can’t deliver – then that that brand is a disappointment. Each time your consumer browses, clicks, or calls – they are sharing something about their intent. Are you paying attention? And if you’re not – why not?

This discussion will be a practical conversation about steps to transform into a consumer-first company through insight led engagement.

Roundtable: Visitor Stitching Best Practices and Strategies
Colin Gardiner, VP of Product and Analytics, Tripping.com

In our day 1 keynote with Joe Stanhope of Forrester, we learned about the evolving importance of identity resolution as a key strategic initiative for businesses and that the ability to accurately identify customers is no longer a ‘nice to have,’ but a necessity. If your organization wants to deliver personalized, relevant customer experiences, it requires a complete understanding of your visitors’ behavior across all channels and devices. But when an organization faces both known and unknown visitors across digital properties and devices, how do you achieve identity resolution? Are strategies relying on ad networks or cookies viable? In this roundtable session led by Colin Gardiner of Tripping.com, we will dive into the details, strategies and best practices for visitor stitching.

9:00 AM – 12:00 PM
Dakota Hub
Empire Forum

Introduction to Tealium iQ
Cara Mulson, Tealium

If you are new to Tag Management, this is a great place to start. While geared towards Marketing Managers with a focus on Campaign Management, this block introduces everyone to the fundamental concepts behind Tealium iQ tag management and provides a detailed tour and understanding of the Tealium iQ user interface.

Topics Covered:

  • Introduction to Tag Management and Tealium iQ: This session defines high level concepts, including Tag Management, the Data Layer and Data Mapping. Additionally, we will conduct a high-level tour of the Tealium iQ user interface to orient students to the typical workflows in Tealium iQ.
  • Introduction to Tag Configuration and Load Rules: In this session, students will step through a simple tag configuration exercise to understand the key requirements and tasks for setting up any tag and be introduced to load rules. Load rules determine when and where any particular tag is allowed to run and are key to effectively managing marketing campaigns.
Introduction to AudienceStream and DataAccess
Mark Dearlove, Tealium

If you are focused on customer segmentation strategy and need to get up to speed on Tealium’s AudienceStream product, this is the place to start. Geared towards both marketing and Analysts, this course will introduce you to the key concepts in AudienceStream, take a detailed tour of the user interface and teach students how to execute the core tasks in AudienceStream.

Topics Covered:

  • AudienceStream Concepts and User Interface: This session defines high level concepts, including Audiences, Attributes and Enrichments. Additionally, we will conduct a high-level tour of the AudienceStream user interface to orient students to the typical workflows in the product.
  • DataAccess Overview: Understand what DataAccess is and how it can create a closed loop system for your data.

10:15 AM – 10:30 AM
Beacon Lounge

Break

10:25 AM – 11:30 AM
Rockefeller Hub North
Rockefeller Hub South
Beekman Hub
Beekman Lounge

Roundtable: Jumpstart Your Data Privacy and Governance Strategy
Greg Hollingsworth, Program Manager - Tag Management / User Privacy, GoDaddy

In May 2018, the General Data Protection Regulation (GDPR) will take effect, forcing all organizations to abide by a new set of guidelines and protocols. This is a massive opportunity for companies to differentiate their brand and safeguard consumer confidence by proactively embracing security and privacy. From the vendors you choose to work with, to the policies and procedures you put in place, Greg Hollingsworth, Program Manager at GoDaddy, will lead this important discussion on jumpstarting your data governance and privacy strategy.

Roundtable: Gaining a 360-Degree View
Aimee Bos, Director Analytics Strategy, Blast Analytics

The way consumers shop has dramatically changed, leading to a need for brands to find a way to meet and surpass their evolving expectations. A 360-degree view of the customer is an integrated approach that correlates all your data about a consumer, resulting in the ability to deliver next generation experiences and drive more revenue and customer satisfaction. But what processes, resources, and tools do you need in place to not only achieve this but effectively take action on it? In this roundtable conversation led by Aimee Bos of Blast Analytics and Marketing, we will discuss the incredible value a 360-degree view of the customer can provide an organization, share the processes and data sources needed to create one, and how to use it to enhance your customers’ digital experience.

Roundtable: Transforming Your Customer Experience with Your Brand Using Personalization and Experimentation
Nate Wright, Director Product Marketing, Optimizely

Today, customers expect personalized experiences wherever they interact with your brand. In this roundtable session, we’ll discuss strategies and best practices for leveraging your customer demographic and behavioral data to deliver your customers more compelling, personalized, and data-driven experiences.

Roundtable: Data Transformation: How Technology can both Personalize and Guide Visitor Behavior Across a Fragmented Digital Experience
David "DJ" Johnson, VP of Account Development, Stratigent, an Ebiquity Company

In a world where user experience is increasingly fragmented across digital experiences (e.g. mobile, social, wearables), the challenge to collect, collate, integrate and personalize an individual’s experiences based off of this fragmented view has never been more difficult. Come and discuss our experience and bring use cases your organization is thinking of delivering or has already implemented to help others learn how to deliver a personalized experience in this brave new world.

11:30 AM – 1:00 PM
Beacon Lounge

Lunch

12:30 PM – 1:35 PM
Rockefeller Hub South
Beekman Hub
Beekman Lounge

Roundtable: Tag Management in SPAs and Tealium Event Tracking
Ty Gavin, VP Integrations, Tealium

Remember the days when you could click on a link and your browser would then load a new HTML page? Now, clicking or scrolling on the web will “slide in” a new image or run an impressive animation. You’re still on the same web page, but it seems like everything has changed. Single page apps (SPA) use frameworks such as Angular and have a different implementation than traditional web pages, requiring a more developer-centric approach. We are excited to present a technical roundtable session led by Tealium’s VP, Integrations, Ty Gavin, where we will discuss what to do when you have a SPA, walk through some examples and share debugging techniques.

Roundtable: You're Only as Good as What You Can Measure
Yahoo

Reaching and engaging your audience across multiple touch points is useless if you can’t measure your impact. Access to actionable, integrated insights enables marketers to better understand performance and optimize campaigns based on real-time information. But it can be challenging to obtain insights that span online, offline as well as across devices, channels and campaigns. Join our discussion to address today’s digital marketer measurement challenges and opportunities.

Roundtable: Data Storytelling – Insights Through Visualizations
David Johnson, DOMO

Why the right visualization strategy will drive data adoption, even at the C-Suite.

1:00 PM – 2:15 PM
Dakota Hub North
Dakota Hub South
Empire Forum
Rockefeller Hub North

  • Room 1: Understanding the Stack within Your Stack – Mastering the Tealium iQ Order of Operations to Achieve Your Marketing Objectives
  • Room 2: Visitor Stitching Best Practices
  • Room 3: Using AudienceStream Funnels & Timelines to Influence the Visitor Journey
  • Room 4: Understanding Cloud Delivery and the Collection Service

1:55 PM – 3:00 PM
Rockefeller Hub South
Beekman Hub
Beekman Lounge

Roundtable: Getting to Grips with Mobile, IoT & Tealium
Jason Koo, Software Development Manager, Tealium

Mobile data is on track to explode. Recent reports suggest that by 2020, data exuding from mobile devices will reach 30.6 exabytes monthly, and there will be 1.5 mobile devices for every person on the planet. It is critical for your business that a foundation, or data hub, is in place to effectively integrate this ‘firehose of data’ from mobile and IoT devices into your organization’s overall MarTech strategy. During this roundtable discussion and Q&A, you’ll hear Tealium’s Software Development Manager, Jason Koo, discuss the advantages of extending Tealium to your mobile and IoT solutions and provide an overview of existing integrations and new ones on the roadmap. You’ll also get a sneak peek at some exciting, new Mobile projects Tealium is developing.

Roundtable: Building Partnerships Leads to Better Customer Experiences
David Mickelson, Manager, Insights & Analytics, 3M
Kevin Capeder, Analytics Specialist, 3M

If your business wants to build exceptional customer experiences that go beyond just the marketing team, it is essential to bridge organizational divides and learn to work cross functionally. During our Day 1 session on ‘Building Partnerships Inside Your Organization,’ presented by 3M’s David Mickelson and Kevin Capeder, attendees learned about their journey to breakdown disconnects and balance governance with innovation across their organization. This roundtable session will provide an opportunity to continue the conversation in a small group setting, ask questions about 3M’s methods, and for attendees to share their personal successes and challenges in breaking down silos.

Roundtable: Aligning App Analytics and Web Analytics
Michelle Gosselin, App Analytics Consultant and Speaker

Native apps are very different beasts than websites: different technology, development cycle, user behaviors, etc. Are you aware of the impact these differences have on Analytics? Can/should you align App Analytics and Web Analytics practices and strategies within your organization? Understanding the challenges associated with measuring Native apps and aligning App and Web Analytics can make a huge difference when it comes to the success of your Analytics projects. Join us to exchange and learn about this very popular topic!

2:15 PM – 2:30 PM

Break

2:30 PM – 3:45 PM
Dakota Hub North
Dakota Hub South
Empire Forum
Rockefeller Hub North

  • Room 1: Understanding the Stack within Your Stack – Mastering the Tealium iQ Order of Operations to Achieve Your Marketing Objectives
  • Room 2: Visitor Stitching Best Practices
  • Room 3: Using AudienceStream Funnels & Timelines to Influence the Visitor Journey
  • Room 4: Understanding Cloud Delivery and the Collection Service

3:45 PM

Tealium University Close