Digital Innovation @ Fordham University

HOW EMERGING DIGITAL CAPABILITIES ARE RESHAPING MARKETING

Marketing as we know it is being re-invented right in front of our eyes, due in large part to the innovations in digital. Whether it is empowering consumers with devices on the go, or have access to better information, or to represent their collective voice better than ever. Or in challenging marketers to know better about everything, deliver more human interactions, and optimizing every aspect of how they envision, plan and execute their day-to-day activities. Where is this path headed? And what as marketers do we have to prepare for? Join us for a brief window into the future through the lens of a few pioneering examples.

Iday Shanawaz

Associate Partner IBM IX

HOW WAZE EMPOWERS A COMMUNITY TO CHANGE THE WAY THE WORLD MOVES

Technology and data-driven innovations have dramatically transformed the advertising landscape over the last decade. The ability to target, personalize, and measure advertising interactions has never been as precise as it is today. But has this intelligence actually made it easier to authentically connect and build meaningful relationships with customers? At Waze, the team has always put people at the center of their marketing strategy. In this session, learn how Waze leverages its marketing platform to engage & transform its customer base into a community that drives real-world impact.

Erin Clift

Global Marketing and Partnerships Waze

DRIVING CONSUMERS DOWN THE E-COMMERCE PURCHASE FUNNEL: HOW TO GAUGE TRUE ROI

Marketing leaders are being challenged more than ever to prove ROI and justify marketing investments, and Forrester Research recently claimed that companies obsessed with customer experience are more profitable and see higher growth. The industry standard methods and KPIs for measuring media performance aren't the most effective ways to gauge success, particularly as there are more marketing channels and more ways to measure performance than ever before. With data-driven performance marketing more data becomes available, offering deeper analysis to determine which media is most valuable in boosting a brand's online/offline revenue and informing better business decisions. This session will discuss best practices on how to use data to better target/re-target, hyper-personalize and optimize your marketing investments across channels in order to enhance performance, while increasing value to your customers and driving them down the e-commerce purchase funnel to conversion.

Arti Sahgal

Embedded Consultant - Senior Digital Marketing & Transformation Leader Heineken USA

BUILDING SOCIAL EQUITY BRICK BY BRICK

Over the past decade, the LEGO Group’s social media presence has grown from being non-existent, to a best-in-class, fun and engaging experience across leading social platforms, delivering meaningful and engaging interactions with millions of fans every day. In an ever changing marketing ecosystem, James will take you through how The LEGO Group has developed a global and evocative social media content strategy across audiences and social channels.

James Gregson

Head of Social Media Studio LEGO

AUTOMATED DISPLAY CAMPAIGNS: MEASUREMENT AND REPORTING TO IMPROVE ROAS

Marketing automation is now widely available via the big digital advertising players, such as Facebook and Google. In particular, display advertising on Facebook has emerged as a cornerstone of paid growth. In recent years, advertisers spent billions of dollars on various display advertising campaigns directly through Facebook or third-party vendors. It is thus essential to obtain reliable estimates of efficiency associated with such campaigns. 

The first part of this presentation will walk through marketing automation landscape focusing on platforms, vendors, and in-house capabilities. The second part will dig deeper into the performance measurement and reporting, namely how Facebook conversion lift reporting can be used to fuel ROI-driven results. The third part will discuss the DOs and DONTs and share some of the industry's best practices.

Ye Jin

Head of Marketing, Media Luxury Airbnb

BUILDING A MORE INSPIRED INTERNET

Join Pinterest to learn how to harness the power of inspiration to take people from “I dreamed it” to “I did it,” building a better internet along the way.

Sarika Sangwan

Head of Financial Services Pinterest