Summit Globe

Merkle's 2014 CRM Executive Summit

The Rise of the Platform Marketer: Connected CRM in a Digital World

June 2-4, 2014   |   THE Ritz-Carlton, Half Moon Bay, CA

Details for Merkle's 2015 Executive Summit are coming soon.

Download Presentations from the 2014 Executive Summit

Highlights from the 2014 Summit

Merkle's 2014 CRM Executive Summit provided innovative educational sessions and networking opportunities for Merkle's key clients and prospects. Attendees learnt about the tools and strategic approach necessary to establish a competitive advantage in today's changing landscape.

A key focus was The Power of Addressability at Scale. The competitive advantage lies in the addressable audience platforms being created by the “always-on consumer” who engages with brands through digital media and channels across multiple screens and platforms, 24/7. Third-party providers, such as Google, Facebook, Twitter and Amazon, are creating scaled platforms designed to deliver the experiences consumers seek while creating an addressable marketing stage for advertisers. The competition for advertising dollars among the major platform players is driving increased targeting, tracking, and content capabilities that only enhance the opportunity for the marketer to implement connected CRM.

In order to lead and capitalize on this opportunity, there is a new breed of marketer evolving — The Platform Marketer — who has the competencies to master and implement the integrated data management, technological and execution capabilities, and establish the operating model needed to leverage addressability at scale.

2014 Keynote Speakers

Expertise across all industries

The Summit featured keynote presenters and thought leaders within digital and platform marketing who discussed 2014’s challenges and opportunities.

Speaker
Dan presented 'The Google Platform'

Read Dan's bio
Dan Taylor

Director, Global Display, Google

Speaker
Richard presented 'The Twitter Platform'

Read Richard's bio
Richard Alfonsi

VP, Global Online Sales, Twitter

Speaker
Bryan presented 'The Facebook Platform'

Read Bryan's bio
Bryan Schroeder

Product Marketing Director, Facebook

2014 Event Schedule

MondayJune 2
  • 2:00pm - 3:00pm - Guru Meetings

    (Pre-registration required for Guru Meetings)

  • 3:00pm - 3:15pm - Welcome Remarks

    Presented by: Craig Dempster, EVP & Digital Agency Group Leader, Merkle

  • 3:15pm - 4:00pm - The Rise of the Platform Marketer: Connected CRM in a Digital World

    Presented by: David Williams, Chairman & CEO, Merkle

  • 4:00pm - 5:00pm - CMO Panel Discussion

    Moderated by: David Williams, Chairman & CEO, Merkle

  • 5:00pm - 6:00pm - Guru Meetings

    (Pre-registration required)

TuesdayJune 3
  • 8:00am - 9:00am - Breakfast, Guru Meetings & RedPoint Breakfast Workshop

    RedPoint Breakfast Workshop (8:30am - 9:00am)
    (Pre-registration required for Guru Meetings)

  • 9:00am - 9:05am - Welcome Remarks

    Presented by: Craig Dempster, EVP & Digital Agency Group Leader, Merkle

  • 9:05am - 9:50am - The Google Platform

    Presented by: Dan Taylor, Director, Global Display, Google

  • 9:50am - 10:05am - Addressability on the Google Platform

    Presented by: Matt Naeger, EVP Digital Strategy, Merkle

  • 10:05am - 10:35am - Platform Data

    Presented by: Craig Dempster, EVP & Digital Agency Group Leader, Merkle & John Lee, EVP, Vertical Markets, Merkle

  • 10:45am - 11:15am - Platform Data Breakouts

    Identity Management
    Presented by: Craig Shirk, VP, Direct Sales, DirecTV & Matt Mobley, Chief Marketing Technology Officer, Merkle

    Audience Management
    Presented by: Rick Heffernan, VP, Digital Marketing, Travelers & Peter Vandre, VP, Quantitative Marketing Group, Merkle

    Consumer Privacy & Compliance
    Presented by: Bennie Smith, Chief Privacy Officer, Merkle

  • 11:30am - 12:15pm - The Facebook Platform

    Presented by: Bryan Schroeder, Product Marketing Director, Facebook

  • 12:15pm - 12:30pm - Addressability on the Facebook Platform

    Presented by: Joe Meehan, VP, Media Client Services, Merkle

  • 1:30pm - 2:00pm - Platform Enablers

    Presented by: Matt Mobley, Chief Marketing Technology Officer, Merkle & Ed Forman, SVP, Analytic Innovation, Merkle

  • 2:15pm - 2:45pm - Platform Enablers Breakouts

    Platforms Utilization
    Presented by: Deanna Bershad, Senior Director, Digital Media, Guthy Renker & Joe Meehan, VP, Media Client Services, Merkle

    Measurement & Attribution
    Presented by: Ed Forman, SVP, Analytic Innovation, Merkle

    Marketing Technology
    Presented by: Leigh Anne Kelley, SVP, Database and Direct Marketing, Regions Bank & Sandra Swindle, VP, Technology Solutions Group, Merkle

WednesdayJune 4
  • 8:00am - 9:00am - Breakfast & Guru Meetings

    Guru Meetings (8:30am - 8:50am :: pre-registration required)

  • 9:00am - 9:05am - Welcome Remarks

    Presented by: Craig Dempster, EVP & Digital Agency Group Leader, Merkle

  • 9:05am - 9:50am - The Twitter Platform

    Presented by: Richard Alfonsi, VP, Global Online Sales, Twitter

  • 9:50am - 10:05am - Addressability on the Twitter Platform

    Presented by: Megan Pagliuca, VP & GM, Digital Media, Merkle

  • 10:20am - 10:50am - Platform Execution

    Presented by: Patrick Hounsell, Chief Digital Officer, Merkle and Patrick Collins, SVP, Customer Experience Group, Merkle

  • 11:00am - 11:30am - Platform Execution Breakouts

    Media Execution/Optimization
    Presented by: Melissa Grady, VP, eBusiness, Metlife, Megan Pagliuca, VP & GM, Digital Media, Merkle

    Channel Execution/Optimization
    Presented by: Zimm Zimmermann, VP, Quantitative Marketing Group, Merkle

    Experience Design & Creation
    Presented by: Carrie Liang, AVP, Brand & Digital Marketing, Protective Life Insurance Company & Kevin Walsh, VP Experience Design, Merkle

  • 11:30am - 12:00pm - Getting Started

    Presented by: Dave Paulus, EVP, Business Development, Merkle

  • 12:00pm - 12:15pm - Closing Remarks

    Presented by: Presented by: Craig Dempster, EVP & Digital Agency Group Leader, Merkle

2014 Breakout Sessions

Platform Data Breakouts

Identity Management
Create a unique identity map for each customer or prospect with a persistent identity key that links anonymous and identified interactions, across multiple platforms, into a singular event stream.

Audience Management
Learn how to use segmentation and first and third party data to deliver the right message to the right audience at the right touch point, driving engagement and customer value.

Consumer Privacy & Compliance
Understand the challenges you’ll face with increasing attention being paid to the collection and use of online consumer data; and learn best practices for how to organize your resources to enable responsible data stewardship that will reinforce customer confidence.


Platform Enablers Breakouts

Platforms Utilization
Learn about the ever-evolving array of available digital audience platforms and how to make each most effective for your brand's unique targeting and optimization objectives.

Measurement & Attribution
Leverage a fractional approach to attribution, and more effectively quantify the incremental impact of each marketing activity to make informed, financially sound decisions.

Marketing Technology
Understand the importance of deep expertise in state-of-the-art and emerging marketing technology and how it drives business value. The Platform Marketer must learn how to rationalize the adtech ecosystem to create the optimal marketing technology stack to meet its business needs and exploit addressability at scale.


Platform Execution Breakouts

Media Execution/Optimization
Discover the media planning and buying skills necessary to simulate and forecast media plan outcomes and the target segment level, and how this translates into a new digital media mix that reaches addressability at scale.

Channel Execution/Optimization
Understand the automated optimization behind data-driven, integrated cross-channel personalization, by which Platform Marketers supervise singular, highly relevant consumer conversations.

Experience Design & Creation
Understand how to shift toward a culture of optimization. In this age of constant refinement we need to anticipate how our digital consumer experiences will be influenced by performance metrics and behavioral insights.

2014 Guru Meetings

Insight from experts transforms roadblocks and uncertainty into actionable clarity. Attendees had the opportunity to meet one-on-one with Merkle’s Gurus in these problem-solving sessions.

Megan Pagliuca

Megan Pagliuca

VP & GM, Digital Media, Merkle

LinkedIn

Megan joined Merkle in November 2010 to develop and launch the Merkle trading desk. As vice president and general manager of the digital media group, she has built an industry-leading team, delivering targeted media programs, insights and measurement to leading brands such as GEICO, Motorola Mobility, and Nespresso. In her role, Megan is responsible for sales, service, partnerships, product development and the growth and profitability of the digital media practice.

Prior to joining Merkle, Megan led the Professional Services team at the Right Media Exchange, a Yahoo Company. She was responsible for Right Media's Demand Side Platform (DSP) relationships including brands such as P&G, as well as consulting services for the Agency Trading desks. Previously, she led the publisher services team which included the deployment and integration of Yahoo APAC & EU on to the Right Media platform.

Melanie Davidson

Melanie Davidson

VP, Digital Strategy

Matt Naeger

Matt Naeger

EVP, Digital Strategy, Merkle

LinkedIn

Matt brings more than 15 years of experience in direct marketing and advertising industries and 10+ years of experience directing client Search Engine Marketing strategies for IMPAQT, a Merkle Company. As the Executive Vice President of Strategy, Matt is responsible for developing and evangelizing IMPAQT's vision of Search. In this role he focuses on Search innovation as a marketing channel to influence customer decision-making. As a founding member of IMPAQT's management team, Matt has been instrumental in establishing IMPAQT as a recognized leader in the Search space by industry analysts, such as Forrester and Jupiter Research.

Josh Sinel

Josh Sinel

Patrick Collins

Patrick Collins

SVP, Customer Experience Group, Merkle

LinkedIn

Patrick Collins merges his technology expertise and agency acumen to marry big data with big ideas. As SVP of the Customer Experience Group at Merkle, Collins leads an award-winning team of Creatives, Mobile Technologists and Strategists to develop personalized, immersive consumer experiences for leading brands such as LL Bean, Geico, MetLife, and Protective Life. Additionally, under his leadership, he has helped position Safeway as a mobile leader in the retail sector.

Kevin Walsh

Kevin Walsh

VP, Experience Design

LinkedIn

With primary responsibility for leading for Merkle's emerging Digital Experience Design practice, Kevin brings clients extensive know-how in bridging the gap between clients' business needs and the requirements for meaningful customer encounters. His career to date has included successful leadership roles over countless online promotions, rich media expressions, and content strategy solutions across awide range of industry verticals.

An accomplished and inspiring mentor of interactive teams, Kevin is a seasoned cross-discipline leader of interactive art directors, designers, writers, UX planners, and web developers. In his role at Merkle, he is called upon to help translate complex marketing initiatives into compelling customer engagements; to develop and refine concepts that support business goals and user needs alike; and to inform the creation of interactive expressions with strategic grounding and technical feasibility.

Leah Van Zelm

Leah Van Zelm

Principal Consultant, Merkle

LinkedIn

Leah is a versatile leader with a passion for excellence and actionable, insight-driven initiatives rooted in a sound marketing strategy. By orchestrating data, processes, technology, and analytics, she delivers measurable marketing results. With Merkle, Leah has delivered Integrated Customer Marketing solutions comprised of segmentation, marketing mix optimization, and executive dash boarding to transform client decisioning. In her six years with Merkle, Leah has also led marketing services efforts comprised of database marketing, campaign management, and reporting. Her consulting efforts have also included customer journey mapping, cross channel integration, CRM capability assessments and capability road mapping.

Prior to joining Merkle, Leah spent five years at Accenture in the CRM practice, where she focused on capability design, process and organization design, and program management. She has also held market research and online marketing positions. Her experience spans multiple industries, including cable/satellite, insurance, telecommunications, and travel and entertainment. Leah holds a BA and an MBA from the University of Texas at Austin.

Brian Crockett

Brian Crockett

Vice President, Consulting Partner, Merkle

LinkedIn

Brian Crockett is a Vice President and Consulting Partner in Merkle's Management Consulting Group. With over 25 years experience in strategy consulting and marketing across a variety of industries, including; retail, hospitality, consumer and industrial goods, electronics & high tech, communications, automotive, resources, nonprofit, and publishing, Brian brings a particular expertise in developing customer relationship management (CRM) strategy, customer strategy, customer experience, customer insight, direct marketing, relationship and loyalty marketing solutions, and defining database business requirements to the Merkle team.

Prior to joining Merkle, Brian was the managing partner of Customer Imperatives Group, a Minneapolis-based provider of customer-focused solutions for companies seeking to better understand and interact with their customers. Brian also spent nine years with Accenture, where he was the global lead for Accenture's CRM Strategy & Roadmap market offering. In this role, Brian and his team collaborated with clients across industries to identify, prioritize, and plan CRM investments based on business and consumer strategies.

Sandra Swindle

Sandra Swindle

VP, Technology Solutions Group

LinkedIn

Sandra leads Merkle's technology teams supporting banking and consumer finance clients. Sandra has deep experience deploying large scale high-performance technology solutions, with more than 10 years' experience serving the financial services industry. Sandra has successfully architected and led technology solutions for several of the top 10 financial service institutions in the U.S. that include both large scale warehouses and real-time POS systems. Her experience spans consumer and small business banking, consumer and small business credit cards, private label credit cards, and global wealth management solutions across a wide variety of multi-channel marketing and customer service platforms.

Prior to joining Merkle in 2011, Sandra developed her career at Acxiom where she held various leadership roles in technology and account management, supporting financial services, government, and information intensive industries. Most recently, Sandra played a leadership role in a major platform re-engineering project focused on migrating hundreds of disparate legacy database systems into a single global data supply chain servicing all lines of business.

Sandra earned a BBA cum laude from the University of Arkansas at Little Rock and was awarded Outstanding Graduate in CIS.

Tony Giordano

Tony Giordano

Executive Vice President, Technology Services, Merkle

LinkedIn

Tony Giordano is an experienced executive with more than 25 years of global professional services experience in the information management field in the areas of business intelligence, data warehousing, customer relationship management and program management. He has significant work experience in the financial services, life sciences, and automotive sectors. Mr. Giordano has functioned in various roles, including positions such as IBM Japan BAO Service Line Leader, Financial Services Practice Partner, and other consulting roles. He has extensive international experience in Australia, Thailand, Turkey, England, and living in Japan. Tony has been dedicated to implementing customer-focused business analytics and information management platform that deliver business outcomes.

In his role at Merkle, Tony is responsible for the Technology Solutions Group which defines designs, develops, and deploys the Foundation Marketing Platform's that Merkle's customer run their multi-channel campaigns and marketing analytics.

Tony joins Merkle from IBM's Business Analytics and Optimization Practice, where he spent 18 years in a variety of senior-level positions. Most recently, Tony led IBM's BAO Japan Service Line. He also held IBM's BAO Global Leader for Banking and Financial Markets, Enterprise Information Management Service Line for North America, and Financial Services BAO Partner roles. Prior to IBM and PricewaterhouseCooper's Tony held consulting roles in Oracle.

Tony holds a Master of Business Administration degree from Wayne State University in Detroit, majoring in accounting, and a Bachelor of Business from Walsh College, majoring in Computer Information Systems.

Peter Vandre

Peter Vandre

VP, Digital Analytics, Merkle Analytics

LinkedIn

As Merkle's Digital Analytics Practice leader, Peter is responsible for practice development, solution innovation and for leading a rapidly growing team of consultants and analysts. Over the past two years he drove the design and development of Merkle's digital data integration product. He also has extensive experience in CRM strategy and measurement, and has been recognized for his analytical work in customer engagement modeling, digital media measurement and cross channel attribution. During his career at Merkle he has led analytical engagements with such clients as Dell, Samsung, NIKE, DIRECTV, GEICO, Urban Outfitters, Disney, AARP and others. Peter has spent the last 8 years at Merkle and has more than 14 years of consulting, analytics, and strategic marketing experience. He earned an MBA from the Massachusetts Institute of Technology.

Matt Mobley

Matt Mobley

Chief Marketing Technology Officer, Merkle

LinkedIn | Twitter

Matt leads Merkle's Enterprise Technology Group and has 18 years of IT experience with 14 years focused on marketing technologies. The Merkle's Enterprise Technology Group is focused on marketing technology innovations that enable Merkle's clients to achieve Connected CRM. These innovations are focused around Connected Recognition, cross-channel event management, real-time interaction management, and delivering personalized optimized consumer experiences.

Prior to joining Merkle, Matt was a senior executive with other leading marketing service providers. In those roles, he managed client marketing solutions, enterprise decision management, and marketing consulting practices. For one of those marketing service providers, Matt established and led the European consulting practice that provided strategic marketing advisory services covering marketing strategy, advanced analytics, and marketing technology. He has provided these services across multiple industries: financial services, retail, telecommunications, travel, and entertainment.

Jennifer Veesenmeyer

Jennifer Veesenmeyer

Vice President, Digital Analytics Practice Leader, Merkle Analytics

LinkedIn

Jennifer is a vice president in the Digital Analytics practice. She has helped nearly 100 companies leverage digital analytics to better understand their customers and influence customer behavior. Leveraging a background in digital marketing, Jennifer has 7 years of experience as a digital analytics consultant. She has led projects in digital measurement strategy, site optimization, and multi-channel executive dashboards. Most recently, her experience has included defining and implementing a social measurement strategy across a major CPG company's brand portfolio. Jennifer has developed a reputation in the industry for her ability to translate digital data into meaningful reports and actionable insights. She is a frequent speaker at digital marketing and analytics conferences. Jennifer has a bachelor's degree in international studies from Northern Michigan University and a master's degree in communication from Purdue University.

Ed Forman

Ed Forman

SVP, Analytic Innovation

LinkedIn

Scott Nuernberger

Scott Nuernberger

Vice President and Marketing Measurement & Optimization Practice Leader, Merkle Analytics

LinkedIn

Scott has over 10 years of experience in developing and implementing analytical solutions to marketing programs for many different companies, including GEICO, AEGON, MBNA, Fidelity, DirectTV, Eli Lilly, GSK, and Dell. Prior to joining Merkle, Scott worked for American Express as a statistician and modeler and taught graduate students statistical methods and experimental design at Cornell University. Scott has dual BS degrees in Brain and Cognitive Sciences and Statistics from The University of Rochester, a MS degree in statistics from Cornell University, and an MBA from Johns Hopkins University.

Shirli Zelcer

Shirli Zelcer

Vice President, Travel, Media & Entertainment Analytics Practice Leader, Merkle Analytics

LinkedIn

Shirli leads Merkle's Travel, Media & Entertainment Analytics practice and has over 11 years of experience in strategy and analytics in the travel and entertainment, consumer, and financial services industries. At Merkle she has worked for a variety of different clients including Dell, Royal Caribbean, Celebrity, Nike, and Disney, and has led projects for both consumer and small business lines of business. Key projects Shirli has managed include lifetime value segmentations, contact strategy optimization, lifecycle and customer segmentations, email/direct mail integration, acquisition and customer targeting models, opt out propensity models, and media mix modeling. Prior to Merkle, Shirli worked for Capital One in the Marketing and Analysis department, responsible for developing statistical risk models, NPV models, DOE testing, and customer profiling. Shirli has a bachelors and masters degree in Statistics from Cornell University.

Marc Fanelli

Marc Fanelli

VP & GM, Global Solutions Group, Merkle

LinkedIn

March has more than 21 years of experience providing data and analytics to leaders in B2B and B2C organizations. At Merkle, Marc is vice president and general manager of Merkle's global data business. Marc leads the team that develops data solutions for both B2C and B2B marketers to leverage marketing data to improve customer targeting and customer experience across all addressable marketing channels.

Prior to joining Merkle, Marc was senior vice president at Experian and was responsible for product development in Experian's data business.

Marc Ruggiano

Marc Ruggiano

SVP, Management Consultancy Group

 

2014 Partners

These sponsors make the Summit possible

We'd like to thank the following companies for helping us put on this year's Summit. We use these companies every day to help us serve premier experiences to our clients and their customers.