11 Can’t-Miss Sessions at MarTech East 2019

This year’s agenda for MarTech® East, taking place September 16-18 in Boston, looks especially packed with insightful presentations on marketing execution, data management, user experience, new technology, and emerging solutions.

But with so many enticing sessions over the three-day conference, how can anyone possibly choose? We scoured the agenda and, after much deliberation, have devised this list of must-see speakers and sessions for data-driven marketers.

Speakers to Watch and Where to Find Them

Every year, the MarTech conference gives marketers a unique opportunity to learn from some of the brightest minds in marketing and data management. Let’s start with three who have been generous enough to share insights on the blog:

David Raab, Founder of the Customer Data Platform Institute

With over 30 years as a consultant specializing in marketing software, vendor selection, marketing analytics, and marketing technology assessment, it’s an understatement to say that David Raab knows a little bit about the ongoing challenges of marketers. One of these, looming large, is the management of customer data.

In 2016, noting an unmet need, Raab founded the Customer Data Platform Institute, a vendor-neutral organization that educates marketers and technologists about customer data management topics such as the future for customer data platforms (CDPs), use cases, myths, verticals, and the impact of artificial intelligence.

1. Using CDP to Make the Most of Your Customer Data: Monday, Sept. 16

   If managing customer data is a high priority for you, Raab’s workshop on Monday, Sept. 16 about “Using CDP to Make the Most of Your Customer Data” might be exactly what you’re searching for. This workshop looks at data management from a business-strategy standpoint, beginning with an understanding of your overall business, the implicit or explicit strategies driving business decisions, and how these factors relate to decisions about marketing programs and resources, including the use of a CDP.

Chris Penn, Co-Founder and Chief Data Scientist at Trust Insights

AI-expert Chris Penn has a simple mission statement: “I help customers make more money with their data,” he says. One area he focuses on is marketing attribution analysis, helping clients truly understand which tactics in the marketing mix are delivering the most value. He shared his expertise on our blog post, Insights for Enhancing the Customer Experience through the Responsible Use of Data.

Penn is also a recognized thought leader, author, and speaker on data-driven marketing and PR, modern email marketing, and machine learning in marketing. Marketers will have two chances to catch him at the MarTech conference:

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2. A Marketer’s Guide to Attribution Analysis: Monday, Sept. 16

   The workshop “A Marketer’s Guide to Attribution Analysis” is an exploration of attribution analysis that includes the opportunity for hands-on model construction.

   The only potential drawback is that it takes place at the same time as David Raab’s workshop on CDP. That’s a tough choice for any marketer eager to make the most of their customer data—we say go with whichever suits your most pressing needs.

3. 5 Practical, Real-World Applications of AI in Marketing: Wednesday, Sept. 18 at 10:55 a.m.

   Penn will be also presenting a talk as part of the Data and Analytics track detailing how AI can help streamline market research, identify influencers, focus your marketing strategy, and improve marketing planning.

Scott Brinker, MarTech Visionary and Software Leader

Scott Brinker is synonymous with MarTech thought leadership. He launched the MarTech conference in 2014, and he publishes the Chief Marketing Technologist blog and the Marketing Technology Landscape charts. With a schedule that packed, we’re grateful he took time to contribute to our 5 MarTech Trends eBook.

Brinker is also the author of, “Hacking Marketing: Agile Practices to Make Marketing Smarter, Faster, and More Innovative” and a popular keynote speaker at global conferences on marketing technology and agile marketing. In addition to being a MarTech aficionado, Brinker is also a respected software leader who is currently VP of Platform Ecosystem at HubSpot.

4. Platforming Marketing: Marketing Operations as an Organizational Platform on Tuesday, Sept. 17 at 9 a.m.

   During this keynote talk, Brinker will challenge marketers to reimagine internal marketing operations as an organizational platform in which all employees are potential producers. Brinker will discuss how marketers can empower a dynamic market of producers with the tools to create assets and services that could win over customers at an increased speed and scale.

More Sessions to See

5. Thriving in the Age of Data Privacy Regulations: Tuesday, Sept. 17 at 10:55 a.m.

   Just when you’ve almost wrapped up your action items related to General Data Protection Regulations (GDPR), there are more data privacy laws scheduled to go into effect at the beginning of 2020. With the California Consumer Privacy Act (CCPA), Brazil’s General Data Protection Law (LGDP) and Maine’s online privacy act on the horizon, how can marketers possibly keep up?

   During this session, Kristina Podnar will provide an overview of the most critical privacy requirements and how to structure your marketing practices and team for success.

6. Enabling Agility and Efficiency through Marketing Data Re-Architecture: Tuesday, Sept. 17 at 11:50 a.m.

   During the MarTech conference, marketers will have lots of opportunities to see amazing omnichannel marketing from large data-driven companies and tech-driven upstarts. But what if your company is a small, traditional, or legacy brand? How can you reinvent your marketing data architecture and technology stack to drive results?

   During this session, Jonathan Roman will share the strategy behind Ancestry’s ad and marketing technology stack and provide actionable steps for brands to improve marketing agility and efficiency with optimized data and tech.

7. Making the Leap to Multi-Touch Marketing Attribution: Tuesday, Sept. 17 at 2 p.m.

   Have you been hearing a lot about multi-touch attribution but are not sure how to incorporate it into your B2B marketing process? This session from Adam Kirby is a great place to start. Attendees will walk away with an understanding of the types of attribution models, best practices for preparing your data, and an iterative approach to multi-touch attribution.

8. The Truth about Personalization: Using a CDP to Personalize Marketing on the Channels that Really Matter: Tuesday, Sept. 17 at 3:10 p.m.

   Are personalization needs the same for all companies and all audiences? That’s the focus of the Treasure Data talk I’ll be giving. During the session, I’ll share the results of a new Forbes personalization survey, highlighting industry benchmarks collected from global marketing leaders. Attendees will learn what’s working, what’s not, and how a Customer Data Platform can be used to maximize personalization results on the channels that matter for your business.

9. Creating & Enabling a Unified Marketing Ecosystem: Wednesday, Sept. 18 at 11:50 a.m.

   Evolving legacy capabilities is a top priority for every organization struggling to keep up with an increasingly competitive landscape and rising customer expectations. In this session, Shaunna Conway and Patrick McQuaid will discuss how a collaboration between Deloitte and TD Bank strengthened the entire marketing ecosystem of the financial institution. Key topics including high-level governance, customer mapping, and transforming legacy systems.

10. 5 Ways to Improve Your Drip and Nurture Campaigns to Increase the Flow: Wednesday, Sept. 18 at 2 p.m.

    If you’re looking to use data to get better results from your email marketing and retargeting campaigns, this is the session for you.

    Correy Honza and Todd McMurtrey dive into strategic testing that goes beyond simple A/B variants, behavior segmentation, and multi-channel automation for email and more.

11. Outside-In, CX-Led Architectures to Drive Digital Transformations: Wednesday, Sept. 18 at 3:10 p.m.

    While companies strive to be customer-focused, MarTech architecture can be at odds with this objective. During this session, Henry Hernandez-Reveron will detail how CX-led architecture can transform the customer experience at every step and drive better marketing outcomes.

Attend MarTech East to Learn How to Overcome your Next Challenge

The MarTech® Conference is designed for senior decision-makers who are redefining how their organizations leverage Martech. If you are a professional working at the intersection of marketing, technology, and management, this conference is for you.

We look forward to seeing you in Boston and helping uncover the strategies you need to overcome your toughest marketing obstacles.

Visit booth #711 to learn how Treasure Data enterprise CDP can help you improve customer data for better business outcomes.