2017 Financial Services Forum: Marketing & Technology

Innovation

Thursday, sepTember 14, 2017 | san Francisco

adminisTraTive noTes

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©2017 Neustar, Inc. All rights reserved.

agenda

2017 Financial Services Forum: Marketing & Technology Innovation (San Francisco)

Thursday, sepTember 14, 2017 | 8:30am – 4:50pm

8:30am – 9:30am

Breakfast

9:30am – 9:40am

opening remarks by argyle hosT

Jonathan AlloyVice President, Wholesale Banking Product Management Wells Fargo

9:40am – 10:15am

keynoTe session FeaTuring Wells Fargo:

“The Ingredients for Innovation”

Jonathan AlloyVice President, Wholesale Banking Product Management Wells Fargo

agenda

10:20am – 10:40am

ThoughT leadership spoTlighT FeaTuring aprimo:

“Compliance at the Speed of Digital: Balancing Agile and Compliant Marketing”

Financial Services marketers must manage the same complexity and deliver the same high-quality and consistent experience as any other marketer, but they have the added burden of doing so while managing compliance. Financial Services customers expect real-time financials to be available on their mobile devices. How do Financial Services marketers quickly deliver compelling, compliant content across paid, owned, and earned channels? This presentation shares the story of how one global bank succeeds at managing compliance at the speed of digital.

Jonathan FiurDirector, Financial Services SolutionsAprimo

10:40am – 11:05am

Networking Break

11:05am – 11:10am

session inTro FeaTuring neusTar

Andrew Artemenko Senior Director, Platform SalesNeustar

agenda

11:10am – 11:55am

panel discussion:

“Connecting with Consumers Online and Off”

Session topics include, but aren’t limited to:

• How financial services marketers are bridging the gap between online and offline customer interactions

• Harnessing consumer data for more effective targeting across channels

• Finding the right balance between creating personalized experiences while avoiding the “creepy factor”

• How financial services marketers are utilizing data to identify most valuable/at-risk customers

• The transformation of big data into machine learning, and other innovations which drive efficiency across the board

Moderator:Nag OdekarVice President, MarketingGreat-West Financial

Panelists:Melissa CaldwellHead of Digital Marketing & AnalyticsCapital One

Lara DruyanManaging Director, Head of Innovation, West Coast Royal Bank of Canada

Matt DunnManaging Director & Head of Digital Marketing - Wealth Management Morgan Stanley

Brian SniegowskiHead of Innovation & DevelopmentFarmers Insurance

11:55am – 12:15pm

Networking Break

agenda

12:15pm – 1:00pm

panel discussion:

“Harnessing the Power of Social to Drive Engagement”

Session topics include, but aren’t limited to:

• How financial services marketers are utilizing social channels to connect with consumers

• An overview of how different social platforms can be used successfully, to maximize interaction

• Best practices for tailoring your content to fit the medium

• How marketers are utilizing the power of social to respond to customers in real-time

Moderator:Eileen LoustauSenior Vice President, Head of Multi-Channel Banking & Segment StrategyBank of the West

Panelists:Andrew CohenVice President, Global Brand Innovation Marketing Visa

Jennifer HeymanVice President, Digital & Social Media Wells Fargo

Ravi MisquittaSenior Vice President, Marketing Strategy & Technology Franklin Templeton

*Please note, this session is off the record.

1:00pm – 2:00pm

Lunch

agenda

2:00pm – 2:40pm

keynoTe session FeaTuring greaT-WesT Financial:

“The Evolution of the Financial Advisor”

As the financial services industry embraces technology and innovation, it’s becoming shockingly clear that soon, people and processes can be easily replaced by robots and artificial intelligence. So, how will financial services executives adapt to this shift, and what does the future hold for the financial advisor? In this session, Nag Odekar, vp of marketing at Great-West Financial explains.

Nag OdekarVice President, MarketingGreat-West Financial

2:40pm – 3:00pm

Networking Break

3:00pm – 3:40pm

keynoTe session FeaTuring square:

“Leaning In on Data Science to Drive Marketing Performance”

Marketers have a growing mountain of data and sources that go beyond last-click analytics. In this session, Bart Molenda, SQUARE’s head of paid acquisition, goes in-depth to explain how using data science plays an important role in getting better insights, extracting actionable information, and ultimately, growing your brand.

Bart MolendaHead of Paid AcquisitionSQUARE

agenda

3:40pm – 3:50pm

closing remarks by argyle hosT

Jonathan AlloyVice President, Wholesale Banking Product Management Wells Fargo

3:50pm – 4:50pm

Closing Reception

__________________________________________________________________________________

*Please note, the agenda is subject to change.

The information, views, and opinions expressed by speakers and other participants at our conferences are those of the individual and do not necessarily reflect the views and opinions of Argyle Executive Forum.

Argyle Executive Forum, its directors and officers, do not guarantee that any information provided by a speaker or other participant is accurate or complete and Argyle Executive Forum does not endorse any opinions that may be presented.

While there are plenty of potential consumers in your market, there are typically no one-size-fits-all solutions that accommodate all businesses. Determining which groups of consumers to focus on is critical.

• WHO are the consumers that you should focus your marketing efforts on (current or new)?

• WHAT do they look like? What do they do with you today? What are their attitudes towards the category and what are their current behaviors?

Claritas has solutions to help businesses solve these challenges online and offline. For more information contact us at 800-234-5973 or visit www.claritas.com

Copyright © 2017 Claritas, LLC. All rights reserved.

Not all consumers are profitable… understand who is!

IDENTIFY YOUR BEST CUSTOMERS AND THE BEHAVIORS THAT DEFINE THEM

UNDERSTAND

FIND

Finding your consumer’s media preferences, typical shopping channels and geographic location, is essential to identify the most opportunity in your market and create a more efficient and effective communication strategy.

• WHERE can you find them? Understand where they live, where they shop (stores or other channels), and where they consume media

LOCATE THE RIGHT CONSUMER

ACTIVATE

DELVER THE RIGHT MESSAGE IN THE RIGHT PLACE TO INSPIRE ACTION

GEOGRAPHIC LOCATION

SHOPPING CHANNELS

MEDIA PREFERENCES

Once you have identified your best consumers and you know where to find them, it’s time to activate the right messaging and develop campaigns to best suit their preferences to drive them to action.

• HOW can you message to increase enthusiasm around your products and services? How do your distribute your marketing campaigns across channels to maximize efficiency and reach?

AT HOME

ON-THE-GO

IN STORE

Our goal is to help you understand your unique consumers, so you can take action more efficiently, no matter the channel. Claritas’ segmentation solutions drive consistent marketing efficiencies across your organization, online and offline. We combine robust consumer and location knowledge to create solutions that optimize marketing decisions.

U N D E R S TA N D , F I N D A N D A C T I V AT E Y O U R C O N S U M E R S F O R M O R E E F F I C I E N T M A R K E T I N G O N L I N E A N D O F F L I N E

parTners

Thought leadership spotlight partner

Aprimo is a category-leading marketing operations platform that frees marketers to focus on smart marketing by managing the five essentials: planning, spending, creation, distribution and performance. Aprimo’s comprehensive suite improves time-to-market and maximizes a company’s marketing investment to drive revenue. Aprimo is headquartered in Chicago, with global R&D and customer support in Indianapolis, and international operations based in London. For more information visit www.aprimo.com.

session introduction partner

Neustar (NYSE: NSR) is a global information services provider that drives the connected world forward. Our mission is to help clients grow and guard their business with the most complete understanding of how to connect people, places and things using our authoritative OneID system. As the leader in Connection Science, Neustar uses its expertise in real-time addressing, authentication and analytics to provide marketing, risk, security and communications solutions to over 12,000 clients. Neustar Marketing Solutions include our industry leading data management platform (DMP), omnichannel data onboarding, customer verification, scoring and segmenta-tion, audience targeting and measurement, and the award-winning MarketShare DecisionCloud for planning and allocation, cross-channel attribution, benchmarking and other advanced ana-lytics. The global leader in analytics technology to measure, predict and dramatically improve marketing results and ROI both online and offline, Neustar MarketShare helps clients including Best Buy, Ford, Hilton, Intel and MasterCard make better decisions faster.

LivePerson creates meaningful connections between brands and consumers, by delivering customer engagement solutions that help brands better understand and connect to consumers. By providing them with a rich, personalized, digital experience, whether it’s via chat, voice, video, or messages, LivePerson helps brands enhance the consumer’s digital journey, increasing brand trust and value.

breakout session partner

parTners

senior supporter partners

Rich consumer data becomes exponentially more powerful when it is brought together to drive precise decisions in a way that can impact both your marketing strategy and operations.

Founded in 1971, Claritas provides powerful consumer segmentation analysis for marketers. Claritas’ proprietary segmentation algorithm and differentiated access to data sources provide unique insights to businesses regarding their marketplace and consumers. Through Claritas’ core segmentation solutions, you can better understand where your consumers live, work, play, and shop for more effective and efficient marketing online and offline.

We are passionate about helping you understand your unique consumers, so you can take marketing action more efficiently. We do this through our innovations within the area of segmen-tation. Our dedicated team of experts will help you “connect the dots” by providing actionable insights to:

• Attract and retain new and existing customers more effectively• Identify opportunity consumers and markets• Understand a consumer’s ability and likelihood to purchase your products and services

For more information on how to understand, find and activate your best customers online and offline, please call 800-234-5973 or visit www.claritas.com.

Zeta Global is best known as Customer Lifecycle Marketing Company with a strong data and analytics capacity. Zeta helps the world’s leading brands acquire, grow and keep customers. Its marketing platform, Zeta Hub, is a comprehensive, multichannel marketing solution that unifies and unlocks data, driving return on marketing investment. It has grown through organic business moves, fueled by heavy investment in technology, as well as strategic acquisitions. Zeta is the perfect solution for large enterprises, focused on measurable results in acquiring or retain-ing customers in consumer products, retail, financial services, or the transportation & hospitality industries. Its managed services options appeals to companies who use third parties for digital marketing execution. Zeta’s key differentiator is its aggressively data-driven approach to cross-channel, cross-device marketing optimization, enabled by its massive proprietary database, delivered with professional support.

parTners

supporter partner

Corios is the leader in the discipline of management analytics consulting focused on helping clients across industries to bridge the gap between their data and their business decisions. The company’s custom offerings provide analytical solutions for risk management and com-pliance, marketing, pricing, and big data initiatives. Corios’ solutions have identified business improvements worth hundreds of millions of dollars for corporations across North America.

Corios believes that data-driven techniques are the key to making profitable business decisions, and that data should be simple, approachable, and implementable for both analysts and deci-sion makers. The Corios team is persistent in their efforts to promote transparency and common process across the analytical discipline.

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