Curated for content, computing, and digital experience professionsals

Month: November 2015 (Page 2 of 3)

How to use a digital audit to assess marketing operations

Join us at the Gilbane Conference in Boston December 1-3 and learn how your peers are transforming their marketing operations to support superior digital experiences for customers and employees. If you have a project coming up make sure you can measure your before and after results. Learn how by attending this in-depth workshop.

Workshop B. An Anatomy of a Digital Audit

Marketing management has never been so exciting — or daunting. The proliferation of digital tactics and lightweight technology has cleared the path for us to take genuine ownership of our operations, and be less reliant on other areas of the organization to do our jobs.

While this new reality is empowering, it also comes with challenges. Indeed, today’s senior marketing manager is not only tasked with traditional responsibilities such as brand shepherding and lead generation, but also line items such as data analysis, technology portfolio optimization, and vendor relations.

To survive and thrive in this environment, it’s become increasingly important for us to measure performance using a systems-oriented approach. In this workshop, attendees will learn how to assess their digital marketing operations in entirety, and identify opportunities for improvement and costs savings.

The session will explain a comprehensive 30-point methodology for conducting an assessment, with specific focus on the following four areas of the marketing operation:

  • Advertising & Promotion: digital media (search, display / banners, classified, mobile, digital video, lead generation, sponsorships), organic search marketing, content marketing, social media, email marketing
  • Websites: copy, images, video / animation, landing pages, microsites, search, live chat, blogs
  • Technology: marketing automation, content management, analytics, and data management
  • Vendors: even mid-sized digital marketing operations often have 10+ vendors involved in maintenance and optimization

While the core of this workshop will rely on referencing an actual case study, it will also be interactive, with attendee company assessments worked into the session.

Instructor: Tim Bourgeois, Founder & Executive Editor, ChiefDigitalOfficer.net and East Coast Catalyst
Tuesday, December, 1: 9:00 a.m. – 12:00 p.m. • Fairmont Copley Plaza Hotel, Boston

This workshop is included in the ConferencePlus package. Save $200 on the ConferencePlus and Conference Only options.

To get your Bluebill discount use priority code 200BB when registering online.

I would like my $200 registration discount – code 200BB

 

How to Select a WCM Service Provider

Join us at the Gilbane Conference in Boston December 1-3 and learn how your peers are building superior digital experiences for customers and employees. If you have a project coming up make sure you have the right service provider partners by attending this in-depth workshop.

Workshop D. How to Strategically Select a Service Provider Partner

Evaluating and selecting technology and service partners is intimidating. And without proper guidance, it’s easy to take the wrong path. This workshop focuses on selection readiness. It is designed to point your organization in the right direction before you even start the journey to either a roadmap and/or new solutions for web content and experience management. You will learn how to create a plan of action for getting your organization ready for a successful selection program – one that results in real business benefits as the direct result of partnering with the right service provider to help you set your customer experience path, and implement the right solutions. We explore the fundamentals of selection preparation, covering four key areas of readiness:

  • Articulating the business case
  • Identifying the stakeholder landscape
  • Managing requirements gatherings
  • Developing realistic budgets

We provide a step-by-step overview of an efficient, results-driven selection program, and we show you how to build a messaging and communications plan that will help you shape internal conversations about it. With this approach, you can set expectations, educate reluctant stakeholders, and get your company thinking about change management, which is often an afterthought but shouldn’t be. The selection process is all about aligning business goals with the “best-fit” partner for your organization’s needs. And finding that fit is about way more than just ticking the boxes of a procurement process checklist. Armed with the outcomes of this workshop, you will be ready to move forward with confidence and find the right service provide to partner with on your customer experience journey.

Instructor: Cathy McKnight, Partner and Principal Analyst, Digital Clarity Group
Tuesday, December, 1: 1:00 p.m. – 4:00 p.m. • Fairmont Copley Plaza Hotel, Boston

This workshop is included in the ConferencePlus package. Save $200 on the ConferencePlus and Conference Only options.

To get your Bluebill discount use priority code 200BB when registering online.

I would like my $200 registration discount – code 200BB

 

Is your personalization strategy up-to-date?

At last year’s conference the topic of personalization was hot, but much of the attention was on how hard it is and how easily it can go terribly wrong. As @jeffcram tweeted during the analyst panel, “I think the analysts at #Gilbane just stuck a fork in Personalization. So, what’s the next shiny object?”. In cooler moments there was much agreement that when personalization is done right it can work well — the resource/risk/reward calculation can be difficult and will differ between applications and audiences. In any case, personalization is not going away even as, or if, tracking and data collection is moderated by the increased use of ad/content/javascript etc. blockers, so marketers need to dig in and keep up. Personalization will certainly be discussed in many conference sessions this year, but especially in those below.

C6. Personalization: The Advanced Crash Course

Digital teams are often frustrated with the difficulty of getting their personalization practice beyond adding a few targeted components in their digital ecosystem. This is partially because it seems that inroads to the more advanced aspects of the personalization practice have been closely held secrets. Many organizations have had to reinvent the wheel, for lack of access to best practices. In this panel presentation, we will address that gap directly, with three personalization experts discussing what they consider to be the most hard-won aspects of their practice. For digital teams trying to enhance their game, this session will give unusual visibility into the challenges — and successes — of running more serious personalization programs within their organizations. Attendees of this session will receive an overview of topics for the “advanced course” in personalization and to get inspiration to move personalization activities forward.

Thursday, December, 3: 11:40 a.m. – 12:40 p.m.
Moderator: John Berndt, CEO, TBG (The Berndt Group)
Speakers:
Amanda Shiga, Vice President, Digital, Nonlinear Creations
Dave Ingram, Product Manager, Acquia

T2. Brain Science for Marketing to Digital Brains

In the battle for attention and engagement marketers need all the help they can get. Personalization is where the biggest hope lies but getting it to work is problematic, mainly because of the difficulty piecing together and making sense of the various customer data sources. This can be especially off-putting with real-time programmatic ads. Understanding a customer’s state of mind and emotions in real-time can help avoid or recover from a negative experience. There is already commercial technology that provides emotional state information using facial recognition software (Affectiva, for example), and marketers are already using it in campaigns.

Our brains are also changing to better adapt to the over-stimulating digital world we live in. Will our brains learn to fight back? Send fake emotional signals to discourage ads? Brain science is progressing rapidly and for better or worse, marketers should understand what’s possible, what might be soon, and what your peers are already doing. This session will get you started, and should be fun.

Wednesday, December, 2: 2:40 p.m. – 3:50 p.m.
Moderator: Barb Mosher Zinck, Content & Product Marketer, MarTech Analyst, Publisher, BMZ Content Strategies / Digital Tech Diary
Speakers:
Kevin Lindsay, Director of Product Marketing, Adobe Target, Adobe
How Decision Science Guides Digital Marketing
Jesse Kalfel, Senior Director, Creative Services and Consulting, SAP Global Marketing, SAP
Are Customers ADD? Blame it on the Digital Brain

Workshop A. Developing a Personalization Strategy: One Size Doesn’t Fit All

In this workshop, we will discuss the thinking necessary to build a strong personalization strategy for any organization. Illuminating a range of different types of strategy and effective scenarios for different organization types, we will pull back the details to understand the commonalities, decision paths, and frameworks for organizing these strategies.

The session will also ground the discussion in some operational complexity associated with personalization strategy, including:

  • Assessing existing user behavior as a prerequisite of personalization strategy
  • Audience segmentation and CRM
  • The interaction between personalization strategy and UX planning

For attendees, the workshop will provide both an overview of this complex subject, and the chance to discuss their own challenges and align them with strategies that can work.

Tuesday, December, 1: 9:00 a.m. – 12:00 p.m.
Instructor: John Berndt, CEO, TBG (The Berndt Group)

Subscribers save $200 on conference registration – use priority code 200BB

 

Thank you Gilbane Sponsors

Thanks to all the Gilbane Conference sponsors and exhibitors this year!

Diamond Sponsor

Brightspot

Brightspot is an enterprise user experience platform that powers large-scale, highly dynamic and editorially rich consumer experiences. Brightspot delights editors with a consistent, familiar and uncluttered user interface that supports their workflows. It unleashes designers, allowing them to create visually stunning experiences with complete design flexibility and zero platform constraints. And it empowers developers, by automating routine tasks and injecting industry best practices in the development workflows they already know and understand. Brightspot brings teams together from day one, resulting in high quality deployments and faster time to market. For more information, visit brightspot.com.

Platinum Sponsor

Adobe

Adobe is the global leader in digital marketing and digital media solutions. Our tools and services enable our customers to create groundbreaking digital content, deploy it across media and devices, measure and optimize it over time, and achieve greater business success. We help our customers make, manage, measure and monetize their digital content across every channel and screen. For more information, visit www.adobe.com.

 

Gold Sponsors

logoconstructionsknewHP Marketing Optimization empowers organizations to understand and engage audiences, reach new customer segments, and deliver dynamic and personal experiences across every channel, including print, web, contact centers, and augmented reality. With a portfolio of industry-leading products, including HP Exstream, HP TeamSite, HP MediaBin, HP Qfiniti, and HP Aurasma, marketers can increase revenue, conversion rates, and customer loyalty using the diverse and growing volume of information that powers today’s world. For more information, visit http://hpengage.com.

Oracle

Oracle offers a comprehensive and fully integrated stack of cloud applications, platform services, and engineered systems. With more than 400,000 customers—including 100 of the Fortune 100—in more than 145 countries, Oracle provides a complete technology stack both in the cloud and in the data center. Oracle’s industry-leading cloud-based and on-premises solutions give customers complete deployment flexibility and unmatched benefits including application integration, advanced security, high availability, scalability, energy efficiency, powerful performance, and low total cost of ownership. For more information about Oracle (NYSE:ORCL), visit oracle.com

Exhibitors

Accenture_Interactive

Accenture is a global management consulting, technology services and outsourcing company, with approximately 323,000 people serving clients in more than 120 countries. Combining unparalleled experience, comprehensive capabilities across all industries and business functions, and extensive research on the world’s most successful companies, Accenture collaborates with clients to help them become high-performance businesses and governments. The company generated net revenues of US$30.0 billion for the fiscal year ended Aug. 31, 2014. https://www.accenture.com/us-en

logo_acclaro

Acclaro is a translation and localization services firm that specializes in adapting products and information for worldwide markets. We help brands transcend borders, open new markets and gain a competitive edge in new languages worldwide. From transcreation of marketing campaigns, to website and product localization, to translation and production of eLearning, we help businesses succeed across cultures. www.acclaro.com

ActiveStandards

ActiveStandards is the leader in digital governance, providing global enterprises with end-to-end digital governance solutions through a powerful blend of technology and consulting services. These solutions help companies realize value from their online presence and mitigate risk by optimizing the management of complex digital operations and improving the quality and effectiveness of their digital content. ActiveStandards has an international client base across all industry sectors and supports the digital governance programs of some of the largest brands in the world, including Unilever, Shell, CSC, HP, Thomson Reuters and Canon. www.activestandards.com

Enonic_AS

Enonic’s innovative platform provides a faster way to create and deliver powerful digital experiences. We solve everyday problems in all stages of the digital delivery process. Our simplified architecture reduces the number of moving parts, and enables delivery of content, services and applications from a single, scalable platform. Visit https://enonic.com.

Episerver_Inc.

EPiServer connects digital commerce and digital marketing to help organizations create unique digital experiences for their customers, with measurable business results. Sitting at the center of the digital experience ecosystem, EPiServer empowers digital leaders to embrace disruptive, transformational strategies to deliver standout experiences for their customers – everywhere they engage. Founded in 1994, EPiServer has offices in the USA, Sweden, Denmark, Norway, Finland, The Netherlands, South Africa, Australia, Singapore, Spain, UAE and the UK. www.episerver.com

IAE_North_America_Inc.

IAE makes the Digital Strategy of A-brand multinationals an affordable reality. IAE delivers hands on digital execution services such as web content implementation, online campaign management, creative maintenance and digital reporting. IAE makes the Digital Strategy of A-brand multinationals an affordable reality. IAE delivers hands on digital execution services such as web content implementation, online campaign management, creative maintenance and digital reporting from 5 locations around the world, catering for the 24/7 needs of its customers, among others Philips Electronics, The Hertz Corporation, Unilever, Sony Corporation and TomTom. By customizing its operating model, delivery location, scaling and workflows, IAE offers companies ‘a perfect fit’ for their global digital execution requirements. www.iaenorthamerica.com

Jostle_Corporation

Jostle’s intranet helps leaders engage their workforce, it helps teams collaborate, and it helps organizations build and sustain vibrant cultures. Its elegance and relevance yield exceptional participation rates – exceeding five times industry standards. Jostle’s intranet is turnkey, cloud-based, and requires no IT resources to maintain. For more information contact info@jostle.me or visit us online at www.jostle.me.

SDL

SDL is the leader in global customer experience. We untangle the complexity of managing your brand’s digital footprint as it grows across websites, devices, channels, multiple languages and cultures. Customer expectations are high. To turn shoppers into buyers and likes into loves, SDL technologies and language services enable you to engage customers with authentic, in-context brand experiences at every touch point—before, during and after the sale. With a complete integrated cloud solution for content management, analytics, language and documentation, SDL doesn’t just bring your brand to the world. We bring the world to your brand. Learn more at SDL.com. www.sdl.com

SearchBlox_Software,_Inc.
SearchBlox is a text analytics and search platform for unstructured data with built-in connectors to multiple data sources. SearchBlox is used for customer feedback and employee feedback analysis. SearchBlox can visualize multiple streams of text data for actionable insights leading to faster decisions. www.searchblox.com

Associate Sponsor

Digital_Clarity_Group

 

Also thanks to all our Gilbane conference media sponsors!

 

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