August 13 - 16, 2012
Sheraton Boston Hotel, Boston, MA

Main Conference Day Three - Wednesday, August 10th

eCommerce Innovation – Separating Yourself From The Pack

 

8:00 Registration And Networking Breakfast Inside The Solution Zone
Registration And Networking Breakfast Inside The Solution Zone
8:30 Chairperson’s Opening Remarks
Dave Brussin, Founder & CEO, Monetate
Chairperson’s Opening Remarks
1 Dave Brussin

Dave Brussin
Founder & CEO, Monetate

David Brussin is Founder and CEO of Monetate, Inc. a Philadelphia-based provider of testing, targeting and personalization for websites with a client list that includes PETCO, QVC and Urban Outfitters. David is a serial entrepreneur and recognized expert in information technology and security. In 2004 David co-founded Philadelphia-based TurnTide to exploit anti-spam technology he invented. Six mon [read more]
8:45 Creating A Multi-Channel Loyalty Program To Increase Customer Lifetime Value
Marc Parrish, VP of Loyalty & Retention, Barnesandnoble.com

The Barnes & Noble Membership Program is one of the most successful loyalty programs, and one of the very few that is paid. Now on its 10th year anniversary, many millions of members pay $25 yearly to enjoy benefits in the BN Retail Stores and online. With the launch of the NOOK ereader line in November 2009, Barnes & Noble launched itself into the disruptive world of digital content and lined itself up against some of the most formidable competitors in the world. It has proven itself to be successful in the market with over 25 of the exploding ebook market in a little over a year.

In this session, Marc Parrish will examine how Barnes & Noble used customer intelligence to convince it’s installed base to take the plunge to NOOK, and to move forward into the mobile digital space with ebooks, while maintaining customer interest in its Retail and Online channels.
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Marc Parrish
VP of Loyalty & Retention, Barnesandnoble.com

Marc Parrish is vice president, retention & loyalty marketing, Barnes & Noble.com. In this role, Mr. Parrish oversees all aspects of our Membership program, manages our various marketing initiatives (e.g., direct, e-mail, community), and executes programs to retain and grow our customers’ loyalty to the Barnes & Noble brands.Mr. Pa [read more]
9:20 Metrics To Understand The Cross-Channel Customer
Larry Freed, President and CEO, ForeSee Results
Retailers that are committed to providing a superior customer experience face a common problem – how to evaluate and benchmark performance across multiple touch-points with consistent, insightful and actionable metrics that encompass the customers’ perspective? Behavioral analytics are missing the contextual customer perspective that can yield insight to grow your business. Learn how to apply science and art to quantify intangible qualitative factors that influence and predict cross-channel customer behavior, not just report it. Larry will include highlights from the Top 100 E-Retail Satisfaction Index report regarding site visit intent, purchase behavior, use of mobile and daily deals.
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Larry Freed
President and CEO, ForeSee Results

Larry Freed is President and CEO of ForeSee Results, a leading customer satisfaction management company with solutions based on the American Customer Satisfaction Index (ACSI). With nearly 20 years senior management experience, Mr. Freed has directed numerous e-commerce and technology initiatives. His background also includes 15 years of experience in the banking sector, holding senior level posit [read more]
9:55 Building A Digital Airline Brand – The Importance Of Digital Channels With A Mobile Customer
Bob Kupbens, Vice President, eCommerce, Delta Air Lines

Delta’s customers are mobile. To truly build direct and connected relationships with these on-the-go travelers, Delta is innovating across all its digital channels. This innovation is focused on enhancing every part of a Delta customer's travel experience from inspiration through destination – no matter what screen or device they are using.
In this session, Bob will discuss:
  • Macro and industry-specific trends that make portability the most critical area to make customer-facing investments in the next 5 years
  • How to build strategies that maximize customer control and engagement – and a preview of some of Delta’s upcoming features
  • A comparison of Airline and Retail eCommerce
  • The functional and organizational approach to making these kinds of changes happen
Any company in any industry needs to understand customer and technology changes that will fuel or impede their business. In response, Delta aims to deliver speed, convenience and an industryleading experience that has been growing in Delta’s web and mobile presence to date.
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Bob Kupbens
Vice President, eCommerce, Delta Air Lines

Bob Kupbens joined Delta in March 2010 as the Vice President of eCommerce and leads a team of professionals to develop industry-leading solutions for Delta’s global online customers in eleven languages. He also leads the company’s efforts in check-in kiosks and mobile applications. He is based in Delta’s world headquarters in Atlanta, Georgi [read more]
10:30 Networking & Coffee Break Inside The Solution Zone
Beyond refueling, the breaks are a great opportunity to benchmark vendors and shortlist potential solutions. Your job is technology-enabled, and where better to keep abreast of all the latest developments?
11:15 CMO/SVP Panel: Uncovering A CMO’s To-Do List
Bill Wood, VP, CIO, Brookstone
Jim Wright, Senior Vice President, E-commerce & Customer Marketing, Express
Matt Corey, CMO, Golfsmith
Kevin Conway, Global Director, Consumer Brands, Savvis
Lou Weiss, Chief Marketing Officer, Vitamin Shoppe
Online retail sales returned to double digit growth in 2010, once again outpacing traditional brick and mortar retailing. Multi-channel retailers are focused more than ever on the impact that the web has not only on digital channels, but offline as well (for new customer acquisition, product research and pricing comparisons). Our panel of CMO’s will unveil where they plan to focus their increased marketing budget in Q4 and beyond to smash double digit growth.
  • Refocusing the fundamentals of your business to ensure you are capturing every possible conversion
    1. Getting the right traffic
    2. Making it easy for customers to convert
    3. Providing good service and fulfillment
  • Further integrating your channels to provide a consistent customer experience
  • Examining 4 areas that you need to focus on within the next 12 months to retain and grow your market share
    1. Mobile
      1. How should your customer determine your mobile presence?
      2. What % of overall sales will come through the mobile channel in 3 years?
    2. Social Networking
      1. Where should you focus your social efforts?
    3. Personalization
      1. Understanding why personalization matters so much
      2. What changes must be made to your site experience to improve personalization?
    4. Video
      1. Will 2012 be the year of video?
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Bill Wood
VP, CIO, Brookstone

William E. Wood serves as Vice President, Chief Information Officer for Brookstone. He has spent his career in retail, working in various management and executive positions with PetSmart, Inc., Revco Drug Stores, Inc., Darice, Inc. and Dollar General Corporation. Mr. Wood holds a Masters in Business Administration from the Owen Graduate School of Management at Vanderbilt University.
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Jim Wright
Senior Vice President, E-commerce & Customer Marketing, Express

As Sr. Vice President of E-commerce and Marketing for Express, Jim Wright is responsible for leading the strategic direction and operations of Express.com, as well as, maximizing multi-channel growth for Express. Specifically, he oversees the P&L operations of Express.com and the mobile channel, as well as, digital and direct marketing, online merchandising and research/analysis. M [read more]
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Matt Corey
CMO, Golfsmith

Matt is a seasoned marketing and e-commerce executive with 20 years of experience in growing brands into channel leaders – through marketing and operations. He started his career building Internet business strategies for BellSouth and Home Depot – establishing these new business models at the dawn of the Internet. Now his focus has expanded to include multi-ch [read more]
1 Kevin Conway

Kevin Conway
Global Director, Consumer Brands, Savvis

Kevin Conway, global director, consumer brands for Savvis, oversees responsibility for the strategy and vision that identifies and drives the development of solutions specific to the consumer brands market segments. These markets include brand manufacturers, multi-channel retailers and companies in the travel and hospitality industry. He works closely with Savvis brand clients, sales, solutions en [read more]
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Lou Weiss
Chief Marketing Officer, Vitamin Shoppe

Lou is the Chief Marketing Officer of The Vitamin Shoppe. In this capacity, he is responsible for all customer acquisition and relationship marketing, Vitamin Shoppe's Healthy Awards loyalty program, and overall marketing and advertising for both the retail and direct-to-consumer businesses. He is also responsible for the overall business performance of the direct-to-consumer business including th [read more]
12:00 Baynote Executive Presentation
Doug Merritt, President & CEO, Baynote
Baynote provides personalization and digital marketing optimization solutions. By observing engagement patterns among like-minded individuals to understand user intent, the Baynote Adaptive Web Suite™ automatically optimizes and adapts the online experience, leading to increased conversions, revenue and loyalty. Baynote’s customers include: AT&T, CA, Dell, Expedia, Intuit, Fox, Urban Outfitters and VEVO.
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Doug Merritt
President & CEO, Baynote

Doug Merritt, who brings more than 25 years of software industry experience and has worked with some of the most successful brands in the sector, is leading Baynote through a period of significant investment and rapid growth within the emerging personalization and digital marketing optimization sector.Before joining Baynote, Doug held multiple executive titles at SAP, most recently as EVP Global O [read more]
12:35 Increased Conversion Through Better Customer Experience
Kevin Ertell, Chief Marketing Officer, OnlineShoes.com
Most sites are still achieving single digit conversion rates even though customer intent-to-purchase rates are 20% or higher in most cases. Customers are continuing to run into obstacles to the purchase process that need to be eliminated. Much of the gap between our customers’ purchase intentions and their actual actions can be explained by “less than optimal” customer experiences. Kevin oversees the e-commerce storefront and provides overall vision and leadership to all areas of marketing for OnlineShoes.com. In this session, he will:
  • Examine some of the reasons it’s so hard to understand our customers’ perspective
  • Explain how the Tree Stump Theory causes us to overlook obstacles our customers face
  • Walk through a four-step process to conversion success
  • Highlight examples of customer experience problems and fixes
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Kevin Ertell
Chief Marketing Officer, OnlineShoes.com

Kevin Ertell is Chief Marketing Officer at OnlineShoes.com, where he is responsible for the e-commerce storefront and all marketing efforts. Ertell has worked exclusively in retail for more than 25 years, and for the has focused his expertise on e-commerce since 1997. He was Senior Vice President and Managing Director of TowerRecords.com and subsequently served as Senior Vice-President of E-Busine [read more]
3:30 Final Networking & Coffee Break Inside The Solution Zone
One of the benefits of attending eTail is to benchmark and evaluate all of the technologies out there. This is your last chance to get your shortlisting done!
5:15 Conclusion Of Main Conference Day Two
Conclusion Of Main Conference Day Two
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