AGENDA

Digital Velocity San Francisco 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.

TRANSFORM

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

ACTIVATE

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

Wednesday, October 18, 2017 | Digital Velocity Day 1
Location: Pier 27

Inspire

8:00 AM – 8:45 AM

Breakfast

8:45 AM – 9:00 AM

Welcome
Jeff Lunsford, CEO, Tealium

9:00 AM – 9:35 AM

Customer Keynote - Creatively Analytic Marketing: The Marriage of Data and Brand
Andrew Malcolm, CMO, Evernote

How can marketing impact a business with users in every country on the planet with a seven-figure marketing budget? You have to be able to automate a journey for every user that joins, and that means making data your best friend. In today’s first keynote, Evernote CMO Andrew Malcolm will share how a data nerd came to run marketing at two unicorn start-ups with global brands, along with enough of the nuts and bolts of how to make it happen to be useful, without being boring if marketing ain’t your thing.

9:35 AM – 9:45 AM

Customer Keynote Fireside Chat
Andrew Malcolm, CMO, Evernote
Mike Anderson, Founder and CTO, Tealium

9:45 AM – 10:20 AM

Analyst Keynote - GDPR, Data Privacy, and Governance
Fatemeh Khatibloo, Principal Analyst, Forrester Research

This presentation will discuss the future of privacy and what organizations need to think about in terms of responsibility. Fatemeh will review regulatory changes in Europe vs. the United States and share insights on what you need to do to prepare.

10:20 AM – 10:30 AM

Analyst Keynote Fireside Chat
Fatemeh Khatibloo, Principal Analyst, Forrester Research
Adam Corey, VP Marketing, Tealium

10:30 AM – 10:45 AM

Break

10:45 AM – 11:05 AM

Industry Overview
Jeff Lunsford, CEO, Tealium

11:05 AM – 11:35 AM

Customer Keynote - The Path to Digital Transformation: Adapting to a New Digital Economy
Gerry Campbell, CTO, Beachbody

What if the music industry had created Napster before their industry was turned upside down? Or if Blockbuster acquired Netflix and became the streaming powerhouse? What would these businesses look like today if they had more readily responded to a changing market? Recently, wellness and fitness company, Beachbody, found themselves faced with a customer base whose needs and behaviors were drastically shifting. Instead of maintaining status quo, Beachbody forged a new, transformative path and set goals to serve more people, get them more engaged and serve the company. In our second keynote, Beachbody CTO, Gerry Campbell, will share a true story of digital transformation and walk us through how the organization laid out goals and plans to holistically transform their digital business to adapt to the changing expectations of customers.

11:35 AM – 11:45 AM

Customer Keynote Fireside Chat
Gerry Campbell, CTO, Beachbody
Jeff Lunsford, CEO, Tealium

11:45 AM – 1:00 PM

Lunch and Dessert

Transform

1:00 PM – 1:40 PM

Tealium Roadmap
Mike Anderson, Founder and CTO, Tealium

1:40 PM – 2:10 PM

Elevating the Digital Patient Experience
Madelyn Mills, Senior Manager, Web Analytics & Consumer Intelligence, Providence St. Joseph Health

Delivering exceptional customer experiences can be a challenge for any organization. For those in the Healthcare industry, the task can be even more daunting, yet more crucial. Healthcare patients are complex customers, seeking information on a myriad of very personal topics from wellness research to doctor’s appointments to treatments – and customized interactions are not only critical but expected. Providence St. Joseph Health is striving to use data to fundamentally change the often fragmented online healthcare experience. In this session, Madelyn Mills of Providence St. Joseph Health will share her organization’s vision and partnership with Tealium to use online and offline data to provide consistent, personalized patient interactions across digital touch points and channels.

2:10 PM – 2:40 PM

Beyond Off-The-Shelf Analytics
Steve Setzer, Program Manager, Marketing Operations, Facebook

Traditional web analytics solutions are a great way to understand digital performance, but what happens when your organization’s requirements do not fit off-the-shelf offerings? How do you tap into your data’s potential while still providing analytics agility for your organization? Join Steve Setzer as he walks through his team’s journey using Tealium as a data foundation for deeper analysis, consolidated visitor profiles, and building a future-proof analytics strategy.

2:40 PM – 3:10 PM

Optimizing the Digital Experience to Treat Customers Like Humans
Jason Tribbett, Associate Manager, Digital Analytics, Hyatt Hotels

Today’s world is more connected than ever before. People are interacting with brands in a variety of ways across a number of devices demanding seamless, personalized experiences. But are you delivering on that expectation? Or do visitors feel like just another unknown when they interact with your brand?

Hyatt Hotels, a leading global hospitality company, is a purpose driven team– striving ‘to care for people so they can be their best.’ Using this mission to fuel their business decisions and experience strategy, Hyatt realized that fragmented data, a poor analytics implementation, and unreliable data sources were eroding the customer experience and leaving some visitors feeling just like another number. In this session, learn how Hyatt leveraged Tealium to harness their data and optimize their experience strategy to deliver digital visitors with a remarkable and lasting human experience.

3:10 PM – 3:40 PM

Break

Activate

3:40 PM – 4:10 PM

ObservePoint
Patrick Hillery, Director Solution Engineering, ObservePoint

4:10 PM – 4:40 PM

One Tag to Rule Them All: Data Governance for the Modern Enterprise
Chris Cook, Web Data Architect, Microsoft
Luke Boris, Co-Founder and Principal Architect, Campfire Analytics

One year ago, Microsoft Office had over 3000 individual tag deployments representing 70+ unique types of media tags and more than 1200 conditions for where and when to fire them. Dozens of globally-dispersed teams, agencies, and vendors across 80+ markets led to massive data quality issues and ultimately, millions of wasted dollars spent on duplicated effort. In this session, learn how Microsoft Office leveraged Tealium’s Data Layer Enrichment feature to simplify process and ensure data integrity on a global scale.

4:40 PM – 5:20 PM

Customer Case Study Showcase
Jared Geurts, Sr. Director, Marketing Analytics, Utah Jazz
Jer Tippets, Digital Analytics Architect, LDS Church
Art Brodeur, Vice President, Digital Data Operations, Beachbody

Over the course of this 40 minute session, four customers will present case studies on how their organizations have used Tealium to achieve initiatives and overcome challenges within their organizations.

5:20 PM – 5:35 PM

Closing Remarks and Awards
Jeff Lunsford, CEO, Tealium

5:35 PM – 7:15 PM

Party at the Pier

7:15 PM – 10:00 PM

After Party
The Exploratorium

Thursday, October 19, 2017
Location: Grand Hyatt San Francisco

Immerse

8:00 AM – 8:45 AM

Registration

8:45 AM – 10:00 AM

Tealium University: Introduction to Tealium iQ: Part 1

If your new to Tealium and/or Tealium iQ Tag Management, this session is perfect for you. In this session, you will be introduced to your training resources, become acquainted with the theory behind Tealium iQ and the foundational knowledge you need to use it effectively.

In this section, you will:

  1. Identify and configure your training resources for the rest of the day
  2. Get an overview of Tealium iQ and the basic theory behind its use and execution
Tealium University: Introduction to the Tealium Universal Data Hub: Part 1

If your new to Tealium and/or the UDH, this session is perfect for you. In this session, you will be introduced to your training resources, become acquainted with the theory behind the UDH and the foundational strategies and knowledge you need to use it effectively.

In this section you will:

  1. Identify and configure your training resources for the rest of the day
  2. Get an overview of the UDH and the basic theory behind its use and execution
Roundtable: Walk in Your Consumer's Shoes
Kat Berman, Product Marketing, Selligent

Today’s consumer expects immediate gratification, seamless service, and personal interaction. If a brand can’t deliver – then 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: Evolving Your Organization to Promote Data Governance Maturity
Patrick Hillery, Director Solutions Engineering, ObservePoint

The perfect data governance program is much like a unicorn. No matter how much you might want it to exist, it just doesn’t. Determining an ideal organizational 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. This roundtable discussed distinct stages of data governance maturity, how brands assess where they are at and road-map their future.

Roundtable: Profitable Personalization
Reid Bryant, VP Data Science and Analytics, Brooks Bell
Dave Rose, Director Optimization Analytics, Brooks Bell

Ask anyone involved in testing, optimization or digital marketing about their goals for the year, and you’re likely to see personalization at the top of the list. However, developing a clear definition of personalization – let alone an effective strategy – can be challenging. Join thought leaders from top experimentation consultancy, Brooks Bell, for an in-depth discussion exploring considerations, approaches, and techniques for creating a practical, profitable personalization strategy. Reid Bryant, vice president of analytics and data science, and Dave Rose, director of optimization analytics, will fuel the conversation about where personalization fits into the optimization strategy for the consumer experience, the need for robust customer profiles to better target audiences, and how to make personalization profitable.

Roundtable: Translating Your Analytics Vision to Implementation
Michael Bawwab, Analytics Architect, Providence St. Joseph Health

Translating your analytics vision into an implementation takes proper planning and coordination of effort across teams. This roundtable discussion led by Michael Bawwab, Analytics Architect at Providence St.Joseph Health, will start out with an overview of what it took to successfully migrate Google Tag Manager to Tealium across hundreds of domains (and interfacing with dozens of teams) in an enterprise environment. Join this discussion for new perspectives on how to approach analytics implementations large and small.

This session will cover:

  • Creating effective analytics plans
  • Guidelines for technical documentation and handoffs to developers
  • Best practices for tagging deployment and management
  • Takeaways for organizational efficiency
Roundtable: Data Management- Yesterday, Today and Tomorrow
Ted Sfikas, Director Solutions Consulting, Tealium

In this data centric roundtable session with Ted Sfikas, Tealium’s Director of Solutions Consulting, you’ll discuss how data management has changed over the past 10 years, where it is today and where you need and want it to go for the future. From data warehouses to data lakes, what will the next generation of data management need to look like?

10:00 AM – 10:30 AM

Break

10:30 AM – 12:00 PM

Tealium University: Introduction to Tealium iQ: Part 2

Building on the knowledge from Part 1, you will now to start to learn a a core set of functional and practical tasks needed to master Tealium iQ. Specifically, we will focus on Data Layer Use, Basic Tag Configuration & Load Rules

Tealium University: Introduction to the Tealium Universal Data Hub: Part 2

Building on the knowledge from Part 1, you will now to start to learn a a core set of functional and practical tasks needed to master the UDH. Our focus will be the AudienceStream product and will practice building Attributes, Rules, Enrichments & Audiences.

Roundtable: Digital Experience Transformation: Beyond Conversion Optimization
Gemma Espineira, VP Client Services, Decibel Insight

Experiences matter more than ever, but not all websites are providing a winning digital CX. With the change in today’s landscape, where customers expect a flawless digital experience, it’s your greatest differentiator.

Topics Covered: This roundtable session will discuss:

  • Digital Experience Maturity: how much visibility do businesses have into digital customer experiences?
  • How prepared are they to action these insights to meet/surpass growing customer expectations?
  • Challenges: How using CRO to measure digital experience has limitations
  • Best of both: How DXO (digital experience optimization) provides the full picture to improve conversions and loyalty
Roundtable: Visitor Stitching – How to Think Pragmatically About Filling Gaps in the Customer Journey
Bill Bruno, CEO, Stratigent

Now more than ever, brand marketers have more sophisticated technology, with the most comprehensive datasets, at their fingertips. However, marketers are feeling the pressure to show the value of these technology investments and the data created by them. In many cases, these datasets don’t inherently speak with each other, and when data doesn’t collaborate, gaps in the journey occur. This leaves marketers guessing where potential customers are in the cycle and when (or if) the customer converted. With visitor stitching, marketers can begin to stitch together existing datasets to build a better customer profile to make better business decisions that drive value. Join us as we discuss how marketers can increase business results by taking a more pragmatic approach to visitor stitching.

Roundtable: Your Data is Crap: Take Control of Your Data Quality Issues
Joe Christopher, VP Analytics, Blast Analytics

If you feel like you don’t trust your data, there’s probably a good reason. It happens all the time; companies implement analytics, and then further customize their solutions, without ever auditing the implementation to ensure ongoing data accuracy. This leads to variable inaccuracies, gaps in tracking, and — even worse — information that’s simply missing. Inaccurate data can send you down the wrong path, leading to bad decisions and additional costs for tools and resources that could have been avoided.

In this session, Joe Christopher, VP Analytics at Blast Analytics & Marketing, will review why data quality is critical to the success of your organization and how to identify the signs of poor data quality.

Roundtable: Measuring Dynamic Personalization and Attribution
Maria Defante, Business Program Manager - Digital and Business Analytics, Microsoft

Companies are investing in a plethora of Martech tools to build relevant, personalized, omnichannel experiences for customers. But how do you know whether all of these tools are working well together and delivering value? How do you measure performance across so many technologies? In this roundtable discussion, Maria Defante, Business Program Manager – Digital and Business Analytics at Microsoft will lead a discussion around ways to measure dynamic personalization and create a holistic view of performance around your MarTech investments.

Roundtable: How to Tackle the Emerging Data Governance Challenge
Landin Gee, Manager, Digital Analytics and Optimization, AAA of Southern California

The General Data Protection Regulation (GDPR) is 8 months away and brands are quickly starting to put governance and compliance plans in place to ensure regulation by the May 25, 2018 effective date. While data governance is of utmost importance, some organizations are having trouble determining where to start and what practices to put in place. In this discussion with Landin Gee, Manager, Digital Analytics and Optimization at Automobile Club of Southern California, you’ll discuss the data governance challenges facing brands today.

  • What is the relationship between the teams responsible for each data source?
  • Data lives in many places and can serve specific purposes, how do you ensure your data can be correlated?
  • How are you planning your data structure for growth?
  • What are you doing to maintain data quality?

Small Stage Session: Product Spotlight – EventStream
Jay Calavas, CIO, Tealium

Small Stage Session: Integration Spotlight – LiveRamp and Tealium
Chris Andres, VP Digital Strategy & Business Development, Tealium

12:00 PM – 1:00 PM

Lunch

1:00 PM – 2:15 PM

Tealium University: Mastering the Tealium iQ Order of Operations
Martha Moncloa, Technical Trainer, Tealium
Rana Salce, Software Trainer, Tealium

This course is designed to help all users understand how Tealium iQ operates so that they can structure their use cases according to our best principles and to leverage the Order of Operations in their solutions design.

Topics Covered:

  • Extensions: Define what Tealium extensions are
  • Extension Scope: Understanding what extensions apply.
  • Order of Operations: What are the major operations in Tealium iQ and in what order are they processed.
  • Applying the Order of Operations to Solving Use Cases.
Tealium University: Visitor Stitching Best Practices
Cara Mulson, Sr. Trainer, Tealium

Visitor Stitching is the tool that powers a 360-degree view of your customers. Learn best practices for identifying and curating Visitor IDs in AudienceStream and how to think about creating stitchable opportunities.

Topics Covered:

  • The Visitor ID Attribute
  • The Visitor Stitching Process
  • Stitching Opportunities
Tealium University: Build Your Own Connectors Using UDH Webhooks
Mark Dearlove, Sr. Solutions Trainer, Tealium

Tealium has a many built-in integrations for delivery of your event and visitor data. What happens when there is no integration in the Marketplace for the vendor you wish to feed data to. This is where the Webhook comes to the fore. This session will explain how to analyze your requirements, build a webhook template, and trigger data from the UDH.

Topics Covered:

  • Cloud Delivery Concepts
  • Connectors
  • Webhook
  • Webhook OAuth
Tealium University: Data Governance Checklist: Being GDPR Ready
Clint Ivy, Sr. Director, Education, Tealium

GDPR is coming. Take some time to get acquainted with the best practices that Tealium recommends for Data Governance

Topics Covered:
Introduction to GDPR
The Tealium Data Governance Checklist

  • Due Diligence
  • Data Inventory
  • Procedures and Controls
  • Data Governance Panel
  • Communication
Roundtable: Data Storytelling – Insights Through Visualizations
Chris Harline, Solutions Engineer, Domo
  • Why the right visualization strategy will drive data adoption, even at the C-Suite
  • Stepping over pennies to pick up dollars – investing in advanced visualizations will tell the right story
Roundtable: Protecting Brand Experience & Maximizing Marketing ROI with People-based Marketing
Matt Lewis, Director Business Development - Integrations, LiveRamp

How confident are you that you’re engaging customers with the best experiences? If you care about protecting your brand experience and maximizing your marketing ROI, then leveraging only device and cookie data doesn’t cut it. However, marketers that can resolve digital data to a people-based identifier will gain a clearer understanding of a person’s behavior, both online and offline, and the right message(s) will follow. Join us for a discussion on the challenges of resolving identity and delivering individualized experiences that drive customer engagement and loyalty.

Roundtable: Create Your Competitive Advantage: Using Personalization To Drive Top Line Results
Erick Stablow, Director of Client Experience, Cordial
Brian Kranson, Director of Solutions Engineering, Cordial

How do organizations capture, organize, correlate and analyze this data about a consumer quickly and easily, so as to take quick action? Delivering next generation experiences, in order to drive more revenue and customer satisfaction is 100% dependent on getting this right. What processes, resources, and tools do you need in place to not only achieve this but effectively take action on it? Join Cordial to discuss the current processes and data capture mechanisms that could be keeping you from effectively doing your job. Moreover, what does the future have in store for solving these challenges?

Roundtable: The Importance of a Hybrid Client-side/Server-side Approach
Dan George, Solutions Consulting Operations Manager, Tealium

With the recent announcement of Tealium’s EvenStream API Hub, this discussion will center around a deeper understanding of why Tealium supports a hybrid client-side/server-side model and why that approach is key for your business.

2:15 PM – 2:45 PM

Break

2:45 PM – 4:00 PM

Tealium University: Enriching Your Data Layer Using the Data Layer Enrichment API
Mark Dearlove, Sr. Solutions Trainer, Tealium

Learn how the Data Layer Enrichment API can help you enhance your dynamic on-page Data Layer with static data uploaded to the Tealium mCDN. You will understand how to structure the data for upload, send the data via APIs, then leverage that data using the Data Layer Enrichment API in Tealium iQ.

Topics Covered:

  • Data Layer Enrichment API
Tealium University: Using AudienceStream Funnels & Timelines to Influence the Visitor Journey
Cara Mulson, Sr. Trainer, Tealium

Use AudienceStream timeline and funnel attributes to track a customer journey from anonymous to sales-qualified and activate appropriate marketing channels at critical points in the lead conversion funnel.

Topics Covered:

  • AudienceStream Funnel Attribute
  • AudienceStream Timeline Attribute
  • Modeling Recency and Frequency in AudienceStream
  • Driving Marketing Actions through AudienceStream Connectors
Tealium University: Using Tealium iQ and AudienceStream for Data Governance and GDPR
Clint Ivy, Sr. Director, Education, Tealium

Successfully using Tealium iQ and AudienceStream to support your data governance and GDPR efforts.

Tealium University: It's All About the Data
Martha Moncloa, Technical Trainer, Tealium
Rana Salce, Software Trainer, Tealium

Learn about the importance of meaningful, consistent data. You will understand how to determine what data is required for each purpose, each channel and how the meaning of data changes depending on its scope.

Topics Covered:

  • Data Layer
  • Extension Scope
Roundtable: Measuring Next Generation Customer Experience
Neal George, CRO, Heap
Shawn Hansen, CMO, Heap

The digital customer experience has changed dramatically. Digital touchpoints across all verticals – Commerce, Media, B2B, Fintech, etc. – have grown in scale and complexity. As “software eats the world,” and every type of company builds applications (Web, Mobile, SaaS) to engage their customers, brands struggle to find a way to execute easy, cost-effective and holistic data capture strategies. A single, correlated view of the of the customer (across Web, Mobile Web, Mobile App, CRM, MAP, Email, Support, etc.) is the holy grail, but difficult to accomplish.

Roundtable: Transforming Your Customer Experience with Your Brand Using Personalization and Experimentation
Bill Bruno, CEO, Stratigent

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: How to Optimize Online Customer Experience and Quickly Increase Revenue
Philip Lockhart, Principal - Digital Practice Lead, Credera
Justin Bell, President, Credera
Olin Moran, Manager, Credera

Join us for a discussion around optimizing online customer experience with a focus on generating more revenue. We frequently encounter Digital Marketers and eCommerce Managers who understand the value of improving user experience but don’t know where to start or how to take it to the next level.

Credera will lead a discussion around this topic and share some experiences to help you jump start or accelerate your online optimization efforts. We’ll discuss some common barriers and illustrate ways to overcome them.

Roundtable: How to Optimize Online Customer Experience and Quickly Increase Revenue
Philip Lockhart, Principal - Digital Practice Lead, Credera
Justin Bell, President, Credera
Olin Moran, Manager, Credera

Join us for a discussion around optimizing online customer experience with a focus on generating more revenue. We frequently encounter Digital Marketers and eCommerce Managers who understand the value of improving user experience but don’t know where to start or how to take it to the next level.

Credera will lead a discussion around this topic and share some experiences to help you jump start or accelerate your online optimization efforts. We’ll discuss some common barriers and illustrate ways to overcome them.

Roundtable: Translating Your Analytics Vision to Implementation
Michael Bawwab, Analytics Architect, Providence St. Joseph Health

Translating your analytics vision into an implementation takes proper planning and coordination of effort across teams. This roundtable discussion led by Michael Bawwab, Analytics Architect at Providence St.Joseph Health, will start out with an overview of what it took to successfully migrate Google Tag Manager to Tealium across hundreds of domains (and interfacing with dozens of teams) in an enterprise environment. Join this discussion for new perspectives on how to approach analytics implementations large and small.

This session will cover:

  • Creating effective analytics plans
  • Guidelines for technical documentation and handoffs to developers
  • Best practices for tagging deployment and management
  • Takeaways for organizational efficiency

Roundtable: Machine Learning/Artificial Intelligence
Jason Quick, Data Scientist, Tealium

4:00 PM

Immersion Day Close