Relationship Marketing @ Quicken Loans

SPEED OF THE GAME

Casey Hurbis, the CMO of Quicken Loans, will share how a focus on “the speed of the game” and an obsession with optimizing the client experience has helped to drive growth, loyalty, and retention at America’s largest mortgage lender.

Casey Hurbis

Chief Marketing Officer Quicken Loans

HOW HSBC GENERATES LOYALTY WITH AI

Learn how HSBC, one of the largest banking and financial services institutions in the world, used AI to predict consumers’ rewards preferences and personalize their incentive offerings, nearly tripling the effectiveness of its loyalty program. In this session that merges behavioral science with artificial intelligence (AI), Jesse Wolfersberger, the Chief Data Officer for Maritz Motivation Solutions and the data scientist behind the campaign, will share how HSBC refined its loyalty program to offer a much more customized experience, all while engaging and delighting customers and reducing operational costs.  Jesse will explain the ROI of integrating data and AI into loyalty programs, how it can serve as a "personal shopper” saving customers time and effort, and the future of AI-driven, personalized brand-customer interactions.

Jesse Wolfersberger

Chief Data Officer Maritz Motivation Solutions

REAL-TIME REWARDS FOR MOMENTS THAT MATTER

The Detroit Lions have taken a fresh approach to rewarding their loyal fans that’s different than almost any other customer loyalty program out there.  In this session, learn why the Lions vectored away from a conventional rewards program and instead implemented a customized digital platform that allows for fans to be rewarded in real-time during the moments that matter most. The Lions will discuss the technology behind their real-time fan engagement app, how they incentivize behavior, and elaborate on their strategy to build deeper relationships with fans.

Tim Zenner

Senior Director, Ticketing & Fan Engagement Detroit Lions

MODERN MARKETING IN A DIGITAL WORLD: CULTURE | CAPABILITIES | TECHNOLOGY

Microsoft is deeply focused on Digital Transformation– reimagining how people, data, and process create value for customers. Marketing plays a significant role in that transformation process, as the face of the company to customers. Modern marketers we are expected to do more – to build new relationships, to sell more products/service, and to create brand loyalty. We accomplish these things through unique customer experiences and ongoing conversations. In this session, Nicole Summit, Director of U.S. Customer Experience, will share how Microsoft is delivering on these new imperatives under three pillars of focus: culture, capabilities & technology. Nicole will deep dive into the technology pillar and share specific examples of how Microsoft uses its social engagement program, the Customer Xperience Center, to interact with audiences and drive proactive and reactive engagement.

Nicole Summitt

Director, U.S. Customer Experience, Events & Digital Microsoft

USING THE VOICE OF THE CONSUMER TO DRIVE LOYALTY & ENGAGEMENT

Executives from Shinola will share how new VoC (voice of customer) research reveals that customers are actually willing to provide deep and explicit preference data in exchange for improved, “smart and authentic” personalization and customer experiences. Hear from Shinola’s VP of Marketing and the Head of Retail about how they leverage this information to deliver a more customized, 1:1 relationship with their most important customers.

Alex Drinker

Vice President, Marketing Shinola

400 TRIGGERS: PERSONALIZING AT SCALE

As the global leader in licensed sports merchandise, Fanatics knows the value of understanding customer behavior and providing a unique journey to each fan. But when sending billions of messages a year for hundreds of brands, it can be difficult to personalize each fan experience. In this session, learn how Fanatics utilized a variety of data sources to design a unique triggered-based platform allowing them to reach the right audience, with the right message, at the right time. This session will close with key learnings relevant to different verticals and highlights from other leading brands’ programs. 

Megan Farmer

Manager, CRM Fanatics

Explore Detroit with the Rock Family of Companies by joining us on our exclusive Downtown Detroit Tour Experience! As Detroit continues to gain positive traction from the media, business and community leaders from around the globe, we invite you to come experience what the hype is all about. Get a behind the scenes look at the revitalization happening in Detroit’s Central Business District. See the vision and feel the roaring, energy-filled workspaces, booming creative scene and inspiring renovation of historic buildings, with 100+ properties encompassing over 16 million square feet of space. All Tour attendees will be entered into a special raffle featuring top prizes including a brand new Shinola watch! The Tour will culminate with rooftop cocktails and hors d’oeuvres overlooking the Detroit skyline on the Madison’s historic rooftop terrace. Must be present at the cocktail reception to be eligible for the raffle drawing. Tours will start and end at the event space and will take place rain-or-shine.

Wrap up the day by soaking in the incredible Detroit skyline from the historic Madison rooftop terrace. Mix and mingle with fellow ANA members, leaders and conference speakers while enjoying an array of hors d’oeuvres and cocktails.