According to our research with over 1,000 marketing executives, and feedback from the first Incite Summit, these are the biggest opportunities/issues/challengers for marketing executives in 2014. They'll be discussed in detail by CMOs and brand marketing VPs at the Incite Summit:West on May 13 - 14 in San Francisco. You can find out more about the Incite Summit at www.incitemc.com/west

1. Agenda 3.0: The Incite Summit West
May 13 ­ 14, San Francisco
www.incitemc.com/west/
DAY ONE: 13 May 2014
KEYNOTES
CUSTOMER­CENTRICITY IN ACTION: USE PROXIMITY TO YOUR CUSTOMER TO DELIVER MORE EFFECTIVE MARKETING
GET CLOSER TO YOUR CUSTOMER AND GIVE THEM RELEVANCY AND VALUE IN EXCHANGE FOR LOYALTY AND ADVOCACY
Marketing executives say that ‘customer centricity’ will have the biggest impact on their role this year. Yet 92% say there is work to do to get closer to
their customers. In this session, we’ll look at how large brands have leveraged customer­centric strategies to improve marketing performance.
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How much power does the customer now have ­ and how has this shift in power impacted on the marketer’s role?
How to move from product­centric to customer­centric business processes and marketing strategy
Use customer insight for better decision making, and more efficient use of resources
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Kaiser Permanente, Alexandra Morehouse, Chief Marketing Officer
SAP, Jonathan Becher, Chief Marketing Officer
Yahoo!, Bob Stohrer, SVP, Brand Creative
THE EVOLVING ROLE OF THE CHIEF MARKETING OFFICER
ONE­ON­ONE WITH IVAN WICKSTEED OF OLD NAVY
Ivan Wicksteed has been Chief Marketing Officer at Old Navy since April of 2013, and was previously Chief Marketing Officer at Cole Haan for two
years. In both positions, Ivan built up a reputation for an innovative, multi­channel approach to marketing. In this interview, he’ll share his views on how
he sees the CMO role evolving. We’ll cover:
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Driving customer­centricity internally: Marshalling multiple data sources, and building internal bridges, to deliver unique, relevant and engaging
customer experiences
Delivering multi­channel outreach: How to not only assess which channels are sensible for a brand, but how to ensure they work in concert
for a pervasive and effective strategy
Who owns creative?: Reflecting a trend towards in­house creative, an examination as to the evolving relationship with agencies and a
discussion on how creative control of brand should be managed moving forward
Old Navy, Ivan Wicksteed, Chief Marketing Officer
TURN YOUR BRAND INTO A PUBLISHING POWERHOUSE
PRODUCE ENGAGING, RELEVANT CONTENT TO DRIVE DEEPER ENGAGEMENT
Perhaps the major new focus for the marketer in 2014 is content. Brands are increasingly expected to become publishers. The challenges inherent in
delivering relevant, valuable content to customers and potential customers are significant ­ but essential to overcome.
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Finding sources of content: What is suitable content for your brand, and how do you go about generating it?
Use customer understanding to deliver content relevant to your customer ­ leading to more trust, loyalty and engagement from existing and
potential customers
Choosing the right media: Infographic, video, photo gallery, story. Build an effective multimedia presence ­ on a budget.
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Cheezburger Network, Ben Huh, Founder and CEO
Monster, Jeff Greenler, Vice­President, Global Brand Marketing
PANEL DISCUSSIONS
BIG DATA DRIVEN CREATIVITY: AN OXYMORON?
BEYOND MEASUREMENT: USE WHAT YOU LEARN TO DRIVE BETTER MARKETING CAMPAIGNS
it’s the biggest business disruptor since social media, and yet only 45% of brands are confident they’re using big data effectively. In this session, we’ll
discuss how you can leverage its power to deliver more effective marketing. We’ll look at:
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How to collate structured and unstructured data from multiple touchpoints to deliver a more agile, informed and effective marketing strategy
Dealing with data overload: How to sift through the mass of data to find the important takeaways for your business
Data diminishing creativity: Avoid removing all intuition and creative thought from marketing through an overweening reliance on the numbers
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Sharp Electronics, Bob Scaglione, former Chief Marketing Officer (currently Senior Vice­President, OwnerIQ)
Ericsson, Nora Denzel, Board Member
BUILD A ‘HIGH­DEF’ PICTURE OF YOUR CUSTOMER

2. Agenda 3.0: The Incite Summit West
May 13 ­ 14, San Francisco
www.incitemc.com/west/
GRANULAR CUSTOMER UNDERSTANDING TO ENSURE EVERY MESSAGE IS RELEVANT
95% of marketers say that customer feedback and insight must drive business strategy. Here, we’ll look in detail at how some large brands have done
just that ­ and used detailed insight to deliver an exceptional experience to their customers.
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Data sources: Detail on the essential touchpoints, metrics and sources of data you can use to inform a more detailed picture of your
customers
Internal processes to build a complete picture: How to build processes and systems to efficiently collate data from multiple sources to create
a unified, evolving picture of customers
How leading companies integrate customer and prospect feedback from multiple touchpoints into a single, actionable view.
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Del Monte, Mac Tillman, Vice­President of Marketing and Creative Services
Xerox, Rachel Teisch, Vice­President, Marketing
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LEARN FAST, ACT FAST
REAL­TIME INSIGHT FOR QUICK DECISION MAKING AND RESPONSIVE MARKETING
Speed is everything nowadays. The pace of change in marketing channels, the speed of response expected by your customers. The pressure to act
on real­time marketing insights. Firms that don’t run fast enough are going to fall behind and ultimately perish. In this session we’ll discuss how you can
avoid that fate:
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Make your internal organisation nimble enough to deal with the pace of change in marketing channel options
Systems for real time insight: Implement new processes to ensure the right insight gets to the right area of the business ­ fast
How to execute on a real­time marketing programme in the face of the increasing complexity of the marketing role
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AT&T, Daryl Evans, Vice­President, Consumer Advertising and Marketing
Facebook, Heather Hopkins Freeland, Head of Global Marketing Communications
DAY TWO: 14 May 2014
KEYNOTES
BUILD TRULY UNIQUE & ENGAGING CUSTOMER EXPERIENCES
MOVE FROM INSIGHT TO ACTION ­ AND CREATE ENGAGING, PERSONALISED CUSTOMER EXPERIENCES
In this new world, a failure to deliver exceptional, personalised and valuable experiences to customers means they will abandon you. It’s why 9/10
CEOs say they’re strengthening their customer and client engagement programs (according to PwC). In this session, we’ll debate strategies to use
differentiated customer experience to achieve sustainable growth:
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Agility: Large brands can match smaller, more agile and nimble competitors through an efficient transition of insight into action. Find out how:
We can now look microscopically at consumers as data pieces ­ but as marketers and brands we need to bear in mind that those consumers
are more than just their data. Learn how to address their needs in an as personalized, localized and timely manner as possible.
How to work across departments to deliver a truly engaging end­to­end customer experience
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Topshop, Justin Cooke, Former Chief Marketing Officer (currently CEO, innovate7)
KidZania, Cammie Dunaway, Global Chief Marketing Officer and US President
SHIFT FROM CAMPAIGNS TO ENGAGING STORIES
TELLING STORIES IS MORE ENGAGING THAN TRADITIONAL CAMPAIGNS. SHIFT YOUR FOCUS.
In an age where the marketer’s power to influence is is diminishing, and increasingly to be replaced by peer reviews and feedback, it’s essential to tell
stories. Why? Because with storytelling, a brand can raise awareness and trust in products, campaigns, and whole companies.
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What makes a good story? The essentials of storytelling ­ from brands who have told stories well
How to embed your story across the entire organisation: Get everyone to buy in ­ from the board to the front desk
Authenticity and humanizing the brand: Don’t stop at the story ­ give your brand a human face to go with your engaging story
Tracking the impact of storytelling: Convincing the board regardless of difficulties of finding ROI
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Houghton Mifflin Harcourt, John Dragoon, Chief Marketing Officer
Wells Fargo, Michael Lacorazza, Senior Vice­President, Brand and Advertising

3. Agenda 3.0: The Incite Summit West
May 13 ­ 14, San Francisco
www.incitemc.com/west/
PANEL DISCUSSIONS
USE MULTI­CHANNEL MARKETING TO CUT THROUGH TO THE CUSTOMER
HOW TO PRIORITIZE AND USE THE PLETHORA OF NEW CHANNELS TO DELIVER MESSAGES THAT SUCCEED
91% of brand marketers say it’s essential to integrated multiple channels to drive effective marketing messages. There are more avenues than ever to
spread your message and each channel needs a unique voice. However, the underlying message and value that you are offering as a brand, be it to
consumers or businesses, needs to be unified and holistic. It’s a huge challenge, and we’ll give you detail on how to overcome it. We’ll cover:
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Prioritisation: Most companies don’t have the resources to play in all possible channels ­ so we’ll discuss how to decide which channels
work best for you (and how to avoid the inevitable hype around the newest social platforms)
Pace of change: Make sure your marketing department is equipped with processes to rapidly assimilate new platforms and channels into the
marketing mix at a rapid pace
Harmony: Using multiple channels doesn’t necessarily equal true integration. Avoid confused and inconsistent messaging by ensuring each
channel works in harmony to to reinforce, not confuse, your message
McDonald’s, Heather Oldani, Head of US Communications
SanDisk, Carol Kurimsky, Vice­President of Corporate Marketing
Forrester Research, Julie Ask, Vice­President. eBusiness and Channel Strategy
COLLABORATE BETTER. PRESENT A SEAMLESS EXPERIENCE FOR THE CONSUMER
INVESTIGATING NEW RELATIONSHIPS AND RESPONSIBILITIES BETWEEN MARKETING, COMMUNICATIONS, IT AND CUSTOMER SERVICE TO DRIV
BETTER CUSTOMER EXPERIENCE
94% of marketers say that it’s important for multiple departments to work better together to deliver an enhanced, unified customer experience. In this
session, you’ll get insight from brands who have ensured this collaborative, integrated approach works.
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Build process to allow multiple teams and departments to work better together to deliver a more agile, responsive and comprehensive
marketing strategy
Ensure a consistent management of customer experience over multiple touchpoints
Ensure any collaboration is linked tightly to business outcomes to incentivize team members and drive internal efficiency
Overcome issues around integration, time and resource scarcity, lack of trust and transparency, and a weak management mandate to push
forward with collaboration
Pacific Life, Greg Bailey, Vice­President of Marketing
HP, Rob Wait, Vice­President, Marketing
Wells Fargo, Alan Elias, Senior Vice­President, Communications
DEFINE AND IMPROVE YOUR IMPACT ON THE BOTTOM LINE
HOW NEW DATA SOURCES HELP YOU PROVE YOUR WORTH IN THE BOARDROOM
Only 37% of brands say they’re confident they’re accurately measuring the impact of their marketing activity, and 62% say that their current
measurement system does not offer sufficient insight to inform future business strategy. In this session, we’ll look at the tough challenges around
measurement and impact assessment for marketers.
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Calculate the ‘health’ of your marketing program: Get better at monitoring, understanding, and reporting on bottom line impact
Determine which channels and campaigns deliver ROI ­ and which are a waste of money
Translate complicated new metrics and measurements into engaging insight the board can buy into
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Sears Holdings, Adriana Llames Kogelis, Division Vice­President, Digital Media Marketing