AGENDA

Digital Velocity New York City 2018

This year’s conference will focus on transforming your digital business by using data to fuel more customer­-centric experiences.

Wednesday, April 4, 2018 | Digital Velocity Day 1
Location: Grand Hyatt New York

7:00 AM – 8:45 AM
Partner Pavilion

Breakfast

8:45 AM – 8:55 AM
General Session

Willkommen
Adam Corey, CMO, Tealium

8:55 AM – 9:15 AM
General Session

Industry Overview
Chris Slovak, VP Global Solutions Consulting, Tealium

9:15 AM – 9:45 AM
General Session

Accelerating Agility in a Legacy Business
Lisa Cooke, Director, Digital Marketing and Customer Base Management at Shaw Communications
AJ Dalal, VP, Data Science and Analytics at SapientRazorfish

The telecommunications industry is highly competitive. Combine that landscape with disparate data and a dominant offline channel, leading telecommunications provider Shaw Communications saw an opportunity to overcome these challenges by creating a Marketing Cloud Ecosystem utilizing best-in-class tools. Leveraging Tealium as the core of that Marketing Cloud Ecosystem, Shaw was able to generate confidence around data collection and create efficient client scoring models. The ongoing results have been a big contributor to Shaw’s ability to drive organizational agility between Marketing & Technology initiatives.

9:45 AM – 10:45 AM
General Session

Keynote: Hidden Brain and Big Data
Shankar Vedantam, NPR's Hidden Brain Host

Big data promises to unlock all sorts of mysteries, and holds out tantalizing possibilities for understanding how the brain works. Simultaneously, however, our fascination with big data raises important questions and concerns – including the risk that techniques involving big data might unintentionally amplify our unconscious biases. This presentation explores how our minds process information and data, and the importance of keeping the “Hidden Brain” front and center as we design data systems.

10:45 AM – 11:15 AM
Partner Pavilion

Break

11:15 AM – 11:30 AM
General Session

Product Sneak Peek – Tealium iQ Tag Management
John Feeley, Director, Product Management, Tealium

11:30 AM – 11:50 AM
General Session

Future-Proofing Your Company Strategy in the Customer-Driven Era
Jeff Lunsford, CEO, Tealium

11:50 AM – 12:20 PM
General Session

International Customer Presentation: The Lifecycle of Digital Transformation
Kerry Dawes, Head of Digital Experience & Intel, The Rank Group

The phrase ‘digital transformation’ has been increasingly used throughout the industry as a strategic goal organizations want to achieve. This initiative implies Digital Transformation has an endpoint, a stage where companies will be ‘transformed.’ This, in fact, isn’t the case, nor should it be.

In this session you’ll hear from Rank Group on the digital transformation journey they embarked on in recent years, but also, why it shouldn’t end.

12:20 PM – 12:35 PM
General Session

Product Sneak Peek – Tealium EventStream
Chris Andres, VP Digital Strategy and Business Development, Tealium

12:35 PM – 1:30 PM
Meal Room

Lunch

Use this Guide to Breakouts to identify the sessions that best fit your needs.

Getting Started:
Hands-on, classroom-style sessions ideal for newer users.

Deep Dives:
Conceptual sessions designed to deepen your understanding of Tealium products.

Labs:
Guided, self-paced sessions facilitated by Tealium product experts.

1:30 PM – 2:30 PM
Breakout Rooms

Getting Started: Building a Solid Foundation for the UDH

Learn how to feed the UDH by modeling your Data Layer to capture the vast amounts of customer interaction data that flow from your digital properties.

Getting Started: Solving the Data Fragmentation Problem

Learn how the different DataAccess solutions can help you to fuel deeper customer insights. Use the power of AudienceStore or AudienceDB to enhance your campaigns, or use EventStore or EventDB to gain understanding of your customers experiences on your digital properties.

Redefining Anonymous Visitors: How to Identify, Act and Measure the Unknown User with Tealium AudienceStream and DataAccess
Maria Defante, Senior Manager, Digital Analytics, Microsoft
Ankit Agarwal, DevOPS Engineer, MAQ, Software
Devin Anderson, DevOPS Engineer, MAQ, Software
Richard Morrow, Team Lead, Digital Strategy, Tealium

Did you know that approximately 97% of site visitors are unknown? That means brands are often spending enormous amounts of resources marketing to only 3% of their traffic. Tealium helps customers, like Microsoft, not only identify these unknown users but act on and measure them as well. In today’s session, you’ll not only hear how the Microsoft MAQ team worked with Tealium to help overcome their business challenges associated with unknown users, but you’ll see the technical approach and implementation that made it all possible.

Roundtable: Gettin' Groovy with GDPR
Joe Christopher, VP of Analytics, Blast Analytics & Marketing

The GDPR deadline is rapidly approaching (May 25, 2018) and not all brands are feeling prepared. Not being compliant will put organizations at a great risk for penalties and brand damage. If being GDPR compliant for brands isn’t a top priority, it should be.

Roundtable: Drive Insights & Adoption Through Visualizations On Any Device
David Johnson, Senior Consultant, Domo

During the roundtable, we will discuss:

  • How to leverage data storytelling to empower decision making throughout your organization
  • Why providing real-time access to all of your Marketing metrics drives adoption – even at the C-Suite level
Roundtable: Bridging the Gap Between Marketing and IT
Mike Fong, Senior Consultant, ObservePoint

The digital marketplace has created a business imperative that every company be a technology company. This means that IT departments are being pulled out of their traditional “gatekeeper” role of protecting an organization’s core technology infrastructure and are being asked to collaborate across the enterprise to drive better business outcomes.

At the same time, there is no other department more increasingly powered by technology than marketing. Yet, marketing and IT executives often don’t speak the same language or understand each other’s roadmaps.

This roundtable will discuss both top challenges and best practice solutions around how to build a thriving Marketing and IT partnership that will help maximize company investments and ensure new technologies work together seamlessly for compliance.

Integration Spotlight: Tealium + Optimizely -- Delivering Digital Excellence Through Experimentation

As marketing becomes increasingly grounded in data science and statistics, many marketers must play the role of both data scientist and marketing guru. In addition, customers expect personalized experiences and marketing. Marketers must learn to leverage experimentation and testing in order to deliver an optimized customer experience in this data-driven environment. How can organizations move toward an evidence-based decision-making process to boost the bottom-line impact of digital commerce, campaigns and initiatives? Join Optimizely to learn more about how to maximize your marketing decisions through using data and personalization – not just opinions!
We will have a brief demo of Optimizely and a customer chat with FreshDirect, to hear how they approach experimentation.

Data Integrating with AudienceStream: Why the Key to Marketing Effectiveness is Sitting in Your Martech Stack
Maigari Jinkiri, Chief Revenue Officer, Stratigent/ Ebiquity

Organizations spend vast amounts of money on the promise of a large-scale data projects that will deliver a 360 degree view of the customer. When utilized properly, AudienceStream can make use of the data you already have in real-time and drive decisions to provide the most relevant, personal messaging to the consumer to drive action. Your data project and AudienceStream can run in parallel today. Stratigent will discuss specific points in the customer journey that will help you understand how to drive value both short and long-term with your AudienceStream investment without having to wait on that multi-year data project.

2:30 PM – 3:00 PM
Partner Pavilion

Break

3:00 PM – 4:00 PM
Breakout Rooms

Getting Started: EventStream

Learn how EventStream helps you bring all your cloud-based (server-side) data to one, central hub where anyone can orchestrate the data powering customer experience. See how Data Sources and Event Specifications can help you streamline your data flows.

Deep Dive: Identity Resolution (AudienceStream and DataAccess)

This deep dive will take you through the process to identify your Identity Resolution opportunities. You will see how Tealium can enable you to build that crucial 360 degree, real-time view of your customers.

Lab: Defining and Configuring Your Data Layer

This self-paced hands on workshop will enable you to analyse, identify a set of Data Layer variables, then configure those variables in Tealium iQ. You will have access to Tealium Experts to assist and answer questions while you complete the workshop.

Roundtable: Beyond A/B Testing: Delivering Digital Excellence Through Experimentation At Scale
Robin Pam, Sr. Product Marketing Manager, Optimizely

In a digital landscape dominated by Amazon, Facebook, Google, and Netflix, it’s no longer optional for companies to use data science and statistics to develop compelling customer experiences. Leaders must now play the role of both data scientists and business gurus. Teams must learn to leverage experimentation with a test and learn mindset to deliver an optimized and personalized customer experience in this data-driven environment.

This roundtable discussion will discuss:

    • Moving from digital guesswork to evidence-based decision-making to maximize the bottom-line impact of digital commerce, campaigns, and product initiatives
    • Challenges that teams often encounter on the road to creating a culture of experimentation
    • Going beyond basic A/B testing to establish an organization-wide experimentation and personalization strategy
Roundtable: Your Data Is Crap: Take Control Of Your Data Quality Issues
Joe Christopher, VP of Analytics, Blast Analytics & Marketing

If you feel like you don’t trust your data, there’s probably a good reason. It happens all the time; companies implement analytics, customize their solutions and don’t audit the implementation to ensure ongoing data accuracy. This leads to multiple inaccuracies, gaps in tracking, and — even worse — information that’s simply missing. Inaccurate data can send a brand down the wrong path, leading to bad decisions and additional costs for tools and resources that could have otherwise been avoided.

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

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?

Deep Dive: GDPR (UDH)
Josh Wolf, Manager, Solutions Consulting, Tealium
John Feeley, Director, Product Management, Tealium

Learn more about using the Universal Data Hub in your journey to GDPR compliance.

4:00 PM – 4:30 PM
Partner Pavilion

Break

4:30 PM – 5:30 PM
Breakout Rooms

Getting Started: The Building Blocks of AudienceStream

Learn how to use Attributes and Enrichments to enhance your visitors profiles with meaningful, actionable data.

Lab: Identity Resolution (AudienceStream and DataAccess)

This self-paced, hands on workshop will enable you to identify valid identity variables, and configure a Visitor ID attribute for Visitor Stitching. You will then test your configurations using Trace. You will have access to Tealium Experts to assist and answer questions while you complete the workshop.

Roundtable: Tales of the Digital Wild: Engaging A Demanding Audience
Emily Merriman, Senior Consultant, Selligent

We are marketing geeks – always on the hunt for the best engagement experiences while keeping an eye out for pitfalls when brands fail to connect with their consumers.

Join Selligent as they discuss:

    • Tried and true experiences from top brands your customers will appreciate
    • How to build a loyalty program that eliminates wasted efforts
    • Key engagement pitfalls to avoid

Leave this roundtable inspired and ready to tackle the digital wild!

Roundtable: Foundations for Success in Next-Generation Digital Marketing and Measurement
Alex Reid, Lead of Marketing & Partnerships, Napkyn Analytics

Digital marketing, analysis, and IT teams at large enterprises are all working to up-level their capabilities in data-driven marketing. From personalization to advanced data-driven attribution, predictive marketing to machine learning, the success of all advanced digital strategies relies on best-in-class analytics foundations that serve up high quality and trusted data.

In this roundtable, Alex will lead an insightful discussion around Napkyn Analytics’ methodology for achieving these foundations, where attendees can share and collaborate on the challenges, solutions, and successes they have seen managing the implementation of analytics foundations at the enterprise.

Roundtable: Stitching in an Anonymous World: How to Leverage 3rd Party Data Sources to Build the “Unknown” Visitor Profile
Maigari Jinkiri, Chief Revenue Officer, Stratigent/ Ebiquity

While 90% of buying decisions start on the web, as little as 2% of those website visitors make contact on the first visit to your website. Even if you aren’t on a first name basis with your visitor, you still have quite a bit of data that can be leveraged to build a visitor profile and to customize the experience. Join us as we discuss how to make an unknown “known” with the data you already have and how can you empower your customer data platform to make use of the data and convert leads.

Deep Dive: Data Collection and Management (TiQ and EventStream)

5:30 PM – 6:30 PM
Partner Pavilion

Happy Hour

Top off your day with Happy Hour in the Partner Pavilion. Enjoy a drink (or two) on us while networking with fellow attendees.

7:00 PM – 10:00 PM
The Skylark

Cocktails Over Manhattan

Did you really think we’d stop the fun so early on Wednesday? Keep the conversation and good times rolling over drinks, food and entertainment at The Skylark, the oh-so-glamorous 30th-floor cocktail lounge with breathtaking views of Manhattan and Times Square. Hop on a DV shuttle or get some fresh air during a quick walk (less than a mile away) to the party — starting at 7pm!

Thursday, April 5, 2018 | Digital Velocity Day 2
Location: Grand Hyatt New York

7:00 AM – 8:30 AM
Partner Pavilion

Breakfast

8:30 AM – 8:45 AM
General Session

Welcome Back
Adam Corey, CMO, Tealium

8:45 AM – 9:30 PM
General Session

Unearth The Hidden Value In Your Data With Customer Analytics
Brandon Purcell, Senior Analyst, Forrester

Despite the promise of buzzwords like Big Data, Predictive Analytics, and even Artificial Intelligence, many companies still struggle to capture value from their customer data. In this session, Brandon Purcell principal analyst at Forrester Research will demonstrate how other companies are transforming their data into insights-driven programs that win, serve, and retain customers.

9:30 AM – 9:45 AM
General Session

Product Sneak Peek – Tealium AudienceStream
Jay Calavas, CIO, Tealium

9:45 AM – 10:25 AM
General Session

Data Readiness - What it Means and Why it Matters
Sav Khetan, VP, Technical Strategy, POSSIBLE

Data readiness is a mindset. Regardless of the current state of your data and technology infrastructure, there is more you can do. Right now. In this session we look at some typical data organizations and the opportunities that are available in each of them.

10:25 AM – 10:55 AM
Partner Pavilion

Break

10:55 AM – 11:10 AM
General Session

Product Sneak Peek – Tealium DataAccess
Jim Hartley, Director, Global Digital Strategy, Tealium

11:10 AM – 11:50 AM
General Session

The Role of Brands in Customer Data Privacy and Compliance- It’s more than just GDPR
Moderator: Mike Fong, Senior Solutions Consultant, ObservePoint
Panelist: Joe Christopher, VP Analytics, Blast Analytics and Marketing
Panelist: Maltie Maraj, Senior Counsel, Tealium
Panelist: Sal Tripi, AVP of Digital Operations and Compliance at Publishers Clearing House

11:50 PM – 12:20 PM
General Session

Tealium Product Roadmap
Mike Anderson, Founder and CTO, Tealium

12:20 PM – 1:30 PM
Meal Room

Lunch

Use this Guide to Breakouts to identify the sessions that best fit your needs.

Getting Started:
Hands-on, classroom-style sessions ideal for newer users.

Deep Dives:
Conceptual sessions designed to deepen your understanding of Tealium products.

Labs:
Guided, self-paced sessions facilitated by Tealium product experts.

1:30 PM – 2:30 PM
Breakout Rooms

Getting Started: Tealium iQ Tag Management - Adding Your First Tag

This session will help attendees new to Tealium iQ understand the process to implement their first tag. You will learn how to ensure the correct data is sent to your vendor every time. *Perfect for new users of Tealium iQ Tag Management.

Deep Dive: DataAccess

This deep dive will show you how you can use EventStore, EventDB, AudienceStore, and AudienceDB to enhance your customer insights, add value to your Business Intelligence and Analytics, and use the resulting information to fuel your AudienceStream data sets.

Lab: Data Collection and Management (Tealium iQ and EventStream)

Customer Strategy Sessions

2:30 PM – 3:00 PM
Partner Pavilion

Break

3:00 PM – 4:00 PM
Breakout Rooms

Getting Started: Tealium iQ Tag Management - Controlling Tag Behavior

This session will help attendees new to Tealium iQ understand how to control their tags. You will learn how to ensure your tags trigger at the right time based on your customers interactions with your site.

Breakout: GDPR
Jason Koo, Developer Evangelist, Tealium
Ted Sfikas, Director of Solutions Consultants, US, Tealium

In this session, Ted Sfikas, Director of Solution Consulting at Tealium will be sharing his thoughts on what tools companies should be looking at to maintain visibility into the collection and usage of customer data while working towards GDPR compliance.

We will also talk about how Mobile serves as an essential piece of your data supply chain but brings unique challenges when it comes to GDPR. Jason Koo, Developer Evangelist, Tealium will discuss how we should be looking at mobile data and GDPR.

Deep Dive: GDPR (UDH)
Josh Wolf, Manager, Solutions Consulting, Tealium
John Feeley, Director, Product Management, Tealium

Customer Strategy Sessions

4:00 PM – 5:00 PM

Breakout Rooms

Customer Strategy Sessions

Digital Velocity Day 2 Close