June 21, 2017
  • 7:30 AM
    Registration and Breakfast
  • 8:00 AM
    Opening Comments From Chair
    Sonia Carreno
    President, IAB Canada
  • 8:15 AM
    Keynote: Blockchain and Marketing
    Take Advantage of the Biggest Financial Revolution to Transform Your Marketing Efforts
    Alex Tapscott
    Co-Author, Blockchain Revolution

    Blockchain – the technology behind bitcoin – is revolutionizing marketing, and it has the potential to revolutionize marketing as well. Explore what blockchain will mean for financial services and for your marketing efforts. Gain insights on how to:

    • Revolutionize traditional marketing with blockchain
    • Develop and market blockchain-based products
    • Stay ahead of the biggest transformation in the financial industry

    Develop a strategy to make blockchain work for your financial services marketing.

  • 9:00 AM
    Industry Expert: Avanade
    The Art of the Possible: How Next-generation Technologies Can Benefit Your Brand
    Sheldon Fernandez
    Executive, Avanade

    Emerging technologies such as Augmented Reality and Cognitive Computing lie at the periphery of the Enterprise. They’re powerful and quite intriguing, but are they useful? In this session we’ll explore:

    • The practical benefits of these technologies for your brand.
    • How dabbling in emerging tech can provide a doorway to true innovation
    • What such technologies portend for the future

    Walk away with a renewed appreciation for the art of the possible and how to harness emerging technologies for your brand.

  • 9:30 AM
    CMO Panel:
    Building a Digital Marketing Strategy to Drive Transformation
    Betsey Chung
    Chief Marketing Officer, Personal and Commercial Banking and Wealth, BMO Financial Group
    Justin Hoffman
    Sr. Vice President and Chief Marketing Officer, PSA Financial

    It’s clear that digital is the way forward for financial services marketers, but making that transition is no easy feat. Jump-start your transformation with insights for the planning, design, and execution of a comprehensive digital marketing strategy. Develop a blueprint to:

    • Evaluate priorities and strategic objectives
    • Overcome common hurdles and barriers
    • Facilitate change within your organization

    Source your plan of action from leading Chief Marketing Officers.

  • 10:15 AM
    Morning Break
  • Big Data and Analytics
    • 10:45 AM
      Case Study: CIBC
      Winning the Loyalty War in the Age of Big Data
      Tarundeep Dhot
      Director, Advanced Analytics, CIBC

      Loyalty matters, even more today. Astute strategies can enable organizations to translate loyalty into profits. Learn to quantify loyalty and leverage the deluge of data available in the Big Data age. Source strategies to:

      • Enable fast analytics using big data, for the analytically inclined
      • Use data to help monetize loyalty, for the strategically inclined
      • Make a conceptual shift, the secret sauce no longer being data, but how we utilize it

      Heighten your influence over client sentiment through strategic use of data.

    • 11:15 AM
      Industry Expert: Synthesio
      Move from Social Listening to Social Intelligence: How to Turn Insights into Action
      Greg Roth
      VP of Global Marketing, Synthesio

      Most Financial Services Brands understand the importance of social media in their marketing, customer service and sales efforts, however, they still struggle to capture and analyze all the rich information and insights that the massive social data landscape provides. Explore four common use cases for your financial services brands. Source expert insights on how to:

      • Gauge brand health through comparative quantitative metrics
      • Segment social audiences to drive delivery of relevant content
      • Identify social media influencers, activate social media ambassadors, and protect against social media detractors

      Leverage SaaS technology to empower your social data driven digital ecosystem.

    • 11:45 AM
      Case Study: Scotiabank
      Determining Your Approach, Framework and Strategy to Make Sense of Your Data
      Roland Merbis
      Director Customer Insights and Analytics, Scotiabank

      Marketers have a wealth of data to deal with. From your CRM to social media to specific campaigns, explore how you can best extract value from data. Get a plan to:

      • Determine what data you have and what you need for your objectives
      • Make sense of the data while avoiding paralysis by analysis
      • Continuously improve your marketing effectiveness

      Align your strategy and resources to extract the most value from your data to grow the bottom line.

    Customer Experience
    • 10:45 AM
      Case Study: BMO
      Creating a Mobile-first Design to Improve Customer Satisfaction
      Maja Neable
      VP, Digital and Channel Marketing, BMO Financial Group

      BMO launched the first of many customer led redesigns of the digital experience. The six-month project entailed delivering a mobile-first design approach while focusing on key customer journeys.
      Apply three key pillars to improve your customer satisfaction. Source insights to:

      • Eliminate customer pain points
      • Allow customers to self-serve through digital
      • Create a personalized journey-based approach

      Create a truly optimized customer journey through customer co-creation and digital analytics.


    • 11:15 AM
      Industry Expert: Bluerush
      Humanize Your Digital Experience with Personalization Technology
      Larry Lubin
      President and CEO, BLUERUSH

      In the digital age, customers are no longer forming strong relationships with the brand they covet. Turned off by face to face and telemarketing sales techniques, today’s customer turns online for a better experience and to save time and hassle. Discover how personalization technology can:

      • Improve your customer experience and customer satisfaction
      • Drive more loyalty among your best customers
      • Decrease your marketing costs with a just-in-time approach

      Discover the fundamental technologies that can humanize your digital customer experience.


    • 11:45 AM
      Case Study: Farm Credit Canada
      Introducing Service Design to Improve Customer Experience
      Jason Fiske
      Senior Strategist, Interactive and Online Services, Farm Credit Canada

      A national or international financial institution can create a complex service environment. Embrace service design as a means to remove silos, place your customer within the decision making process and to consider the holistic service experience. Develop a strategy to:

      • Introduce and implement service design
      • Create champions of service design
      • Improve customer experience across multiple channels

      Apply service design to improve your customers’ experience across channels.

  • 12:00 PM
    Networking Lunch
  • Real-time Marketing
    • 1:15 PM
      Industry Expert: Evergage
      Real-Time Relevancy Transforms the Customer Experience
      Jonathan Ranger
      CCO, Evergage

      Delivering a top-notch customer experience is particularly difficult for the Fiserv industry. Financial offerings are so broad and deep that website visitors seldom see products and content that is important to them. Develop a plan to:

      • Easily surface relevant content in the moment
      • Create agility while not getting caught up in regulatory red tape
      • Combine 1st party, 3rd party and digital behavioural data together to optimize experience in real time.

      Transform your CX with real-time content.

    • 1:45 PM
      Power Panel: Programmatic Marketing
      Solutions to Improve Targeting and Customer Relevance
      Roberto Passarelli
      Senior Manager, Digital Acquisition (Display, SEM & SEO), Consumer Card Marketing, American Express

      Demand side platforms (DSP) allow marketers an unprecedented ability to optimize display performance with real-time bidding. Stretch your advertising budget and enable precision inventory buys. Examine strategies for:

      • Better access to inventory with header bidding
      • Implications on viewability and fraud
      • Applications in mobile and video

      Increase your advertising effectiveness and save costs using programmatic tools.

    • 2:30 PM
      Industry Expert: Yconic
      Demystifying Programmatic Data Layers
      Jon Kamin
      Managing Director, yconic

      Technologies that underpin programmatic advertising can allow you to access a huge volume of third-party data that can help you deploy against your marketing objectives. But not all third-party data overlays are created equal. Understand:

      • Availability of 3rd party overlays in Canada
      • Potential sources for valuable second party data
      • Zero in on data sources that help your business

      Take away a clear understanding of how to evaluate source / compilation of third party data sources.

    Omni-channel Strategy
    • 1:15 PM
      Industry Expert
      Breaking Down Silos to Improve Marketing Across Channels

      Clients don’t view their interactions with you as taking place within defined channels, and neither should you. Break down barriers between your channels to develop a true omni-channel experience for customers. Create a blueprint to:

      • Manage customer touchpoints across channels
      • Connect online and offline marketing data
      • Track the customer journey across all channels

      Create an omni-channel experience to drive your marketing success

    • 1:45 PM
      Power Panel: Omni-channel
      Sending a Consistent Message Across Touchpoints to Solidify Your Brand
      Shawna Dennis
      AVP, Digital Marketing, Manulife
      Sumit Sarkar
      Director – Digital and Channel Marketing Strategy, BMO Financial Group

      Achieving cross-channel parity is one of the most important factors in creating a customer-centric experience. Maintain a uniform presence across your platforms to make every interaction excellent. Overcome challenges around:

      • Keeping up with the speed of digital
      • Engaging customers of all generations
      • Anticipating customers’ changing needs

      Deliver a truly client-centric experience to attract consumers to your brand.

    • 2:30 PM
      Industry Expert: Canada Post
      Connecting for Action
      Jennifer Campbell
      General Manager, Influencer Marketing, Canada Post

      Learn how today’s marketers can find new customers and increase the value of existing ones by leveraging the power of physical with digital marketing channels and the role of sequencing in your marketing messages. The latest neuroscience research conducted by Ipsos’ Neuro and Behavioural Science Centre shows the impact of integrated campaigns on consumer attention, emotional engagement and brand recall. This presentation will help you:

      • Gain insight into the power of physical and digital integration
      • Discover the role of sequencing of media
      • Be inspired by global case studies highlighting integrated approaches to physical and digital campaigns

      In assessing and amplifying your “integrated” marketing mix, you too can achieve the ultimate objective of inspiring action with customers.

  • 3:00 PM
    Afternoon Break
  • 3:30 PM
    Drive Conversion and Maximize ROI with Engaging Video Content

    Including video on a landing page can increase likelihood of conversion by up to 80%. Capture and hold your customers’ attention with video storytelling. Source practical tips to:

    • Make the most of your video budget
    • Tell the right stories and channels for your brand
    • Optimize for mobile platforms

    Reach your customers with video storytelling to attract new business.


  • 3:45 PM
    CMO Panel
    Taking Advantage of Emerging Trends to Improve Your Marketing Strategy
    Linda Duncombe
    Chief Marketing Officer, Managing Director and Head of Growth, Citi FinTech
    Andrew Lo
    President & COO, Kanetix

    New technologies, data sources and innovations offer opportunities, but only for institutions that are on top of new trends. Source new innovations to gain your competitive advantage. Gather insights on:

    • The role of data in marketing
    • New touchpoints and channels
    • Emerging technologies in marketing

    Stay on top of the latest marketing innovations to develop your competitive advantage.

  • 4:30 PM
    Industry Expert: IBM
    Power to the People — Reinventing the Employee Experience
    Rosane Giovis
    Associate Partner, IBM Interactive Experience, IBM

    Banks and insurers are investing heavily in innovations that digitally tether customers to their brand – from mobile apps to artificial intelligence. But while many organizations chase the next big innovation, they overlook where real brand differentiation lives – with their employees. Get answers to key questions:

    • What sort of leadership is required to drive digital reinvention for the employee experience?
    • How are organizational functions realigning and what new skills are needed?

    Source leading practices in making employees your most valuable players

  • 5:00 PM
    Case Study:
    Harnessing Programmatic Media and Cross-device Technologies to Scale Up Acquisition

    Intelligent targeting and the right bidding strategy remains key to taking display media programs to the next level. Adopt intelligent targeting technologies to effectively market to prospects in a “multi-device” environment. Discover strategies for:

    • Transforming the card acquisition engine entering the “digital-first age”
    • Enabling predictive models by leveraging 1st and 3rd party data
    • Enhancing efficiency of programmatic media campaigns for acquisition

    Capitalize on mobile and cross-device technologies to drive acquisition in a real-time bidding environment.

  • 5:30 PM
    Conference Adjourns to Day Two
  • 5:35 PM
    Exclusive Executive Evening Reception
June 21, 2017
June 22, 2017
  • 7:30 AM
    Registration and Breakfast
  • 8:15 AM
    Opening Comments from the Chair
  • 8:30 AM
    Keynote: Sticky Branding
    Creating Brand Storylines to Spark Engagement in a Digital World for FIs
    Jeremy Miller
    Bestselling Author, Sticky Branding

    The five best words you can hear a customer say are, “That’s interesting. Tell me more.” A conversation is a powerful marketing tool, because it’s one of the most effective ways to form a relationship with your customers. Conversations make your brand sticky. Gain insights on how to:

    • Create brand storylines that spark engagement
    • Engage your customers early and often so they choose you first when they’re ready to buy
    • Get your customers to say, “That’s interesting. Tell me more.”
  • 9:00 AM
    CMO Panel
    Explore Opportunities and Solutions to Win Customers in the Digital Era
    Paris Chevalier
    Chief Marketing Officer, Xceed Financial Credit Union
    Liz Bigham
    CMO, Burford Capital

    What’s working in digital marketing today? Hear how you can best reach, engage and convert your customers. Through this exclusive gathering of Chief Marketing Officers, source insights on:

    • Merits and performance of digital channels
    • Data, customer insights and analytics
    • Strategic integration across touchpoints

    Source best practices from Chief Marketing Officers to build your marketing strategy.

  • 9:45 AM
    Using Automation to Gain a Competitive Advantage in a Digital World

    Financial services marketers face a thousand new challenges in this increasingly digital world. Embrace automation to optimize your marketing efforts and increase revenue without adding to your head count. Source practical tips to:

    • Maintain brand consistency in all client communications
    • Automate and personalize client touches with email nurtures
    • Empower brokers/advisors with templated emails and campaigns

    Leverage automation technology to increase your marketing effectiveness.

  • 10:30 AM
    Morning Break
  • Hot Topics
    • 10:30 AM
      Industry Expert
      The State of Marketing in 2020 – Become a Future Leader in Financial Services

      Consumers today are demanding more from financial brands and growing distrustful of traditional advertising. FI marketers need to be more creative than ever to get ahead of your competition. Hear strategic insights on:

      • What financial marketing will look like in the future
      • Which technologies and trends are passing fads
      • The biggest opportunities for growth

      Look into the future of financial marketing to drive your digital returns now

    • 11:00 AM
      Case Study:
      Accelerated A/B Testing to Take CRO to the Next Level
      Andrew Lo
      President & COO, Kanetix

      Widespread digital disruption in e-commerce is resulting in a rapid change in consumer expectations. The only way to protect and grow your website’s ROI is through constant conversion rate optimization with A/B testing. Develop a plan to:

      • Efficiently increase the velocity and frequency of A/B testing
      • Track wins and losses
      • Calculate the ROI on all your testing efforts.

      Increase revenues and delight your customers with a high converting website coupled with a frictionless user experience.

    • 11:30 AM
      Industry Expert
      Use the Internet of Things to Unlock Key Customer Insights

      Gartner estimates that endpoints of the Internet of Things will grow at a 32.5% CAGR worldwide from 2013 to 2020. Create an ongoing connection with your customers and gather new data. Discover the opportunities for:

      • Smart reminders to spend
      • Collecting data to offer better premiums
      • Connected bank branches

      Transform your product into something tangible through connected objects.

    • 12:00 PM
      Case Study
      How Smaller FIs Can Compete in the Digital World
      Paris Chevalier
      Chief Marketing Officer, Xceed Financial Credit Union

      Credit unions and other smaller financial institutions may lack the resources of their largest competitors, but that doesn’t mean they can’t compete. Explore how your institution can win market share via digital marketing. Source a plan to:

      • Employ low-cost digital marketing tools
      • Capture markets underserved by larger FIs
      • Use your smaller size to be more agile in marketing

      Use digital marketing tools to better reach your customers and compete with larger institutions

  • 12:30 PM
    Networking Lunch
  • B2B
    • 1:30 PM
      Industry Expert
      Developing a Trusted Brand to Build Your B2B Client Base

      Corporate clients are looking for trusted experts in financial services when they make business decisions. Position your brand as a leader in financial services to drive B2B growth. Create a plan to:

      • Showcase your expertise with unique content
      • Stay top of mind with your social media presence
      • Position your leadership as experts in your field

      Position your brand as a financial services leader for corporate clients

    • 2:00 PM
      Case Study: RBC
      Planning Web and Social Marketing to Engage B2B Clients
      Amy Rubenovitch
      Vice President, Client Marketing and Strategy, RBC Capital Markets

      Digital marketing in the B2B world requires a different strategy from retail financial services. Develop a marketing plan designed to meet the specific needs of your business customers. Source insights on:

      • B2B focused site design and user experience
      • Social strategies for business clients
      • Metrics for assessing B2B campaigns

      Tailor your digital marketing strategy for a B2B audience.

    • 2:30 PM
      Case Study: Burford Capital
      Developing a Content Marketing Plan for a B2B Audience to Build Brand Recognition
      Liz Bigham
      CMO, Burford Capital

      What works for retail financial services won’t necessarily work for B2B institutions. Develop a content marketing strategy that works for your audience. Develop a plan to:

      • Create content that offers value to a business audience
      • Become a subject matter authority to your client base
      • Develop brand awareness via targeted content

      Win over B2B customers with relevant content marketing.

    • 1:30 PM
      Industry Expert
      How to Use Personalization to Enhance Your Customer-centricity and Brand Loyalty

      Today’s brands are expected to do more than provide great service. Consumers demand personalized content and experiences that are “tailored for me.” Captivate your audiences through web and mobile personalization. Learn new approaches to providing your customers with:

      • Personalized offers and targeted content
      • Individualized interactions along the customer decision journey
      • Better online conversations through automation and social listening

      Build your brand differentiation with personalization and improve loyalty.

    • 2:00 PM
      Case Study: Borrowell
      Supercharge Your Acquisition Capabilities By Giving Away Your Product For Free
      Rob Palumbo
      Marketing Lead, Borrowell

      In the Summer of 2016, Borrowell became the first company in Canada to offer credit scores for free. Discover how creating value up front for your consumers can supercharge acquisition capabilities across your entire business. Take away best practices to:

      • Improve your user experience from the first interaction
      • Build a longer-term relationship with your consumers
      • Enrich your targeting and acquisition capabilities

      Redefine your marketing strategy from a consumer value creation perspective

    • 2:30 PM
      Case Study: ZenBanx
      Improving Your Digital Marketing Through Targeted Campaigns
      Mike Senechal
      Chief Product Officer, ZenBanx

      Various target markets react differently to marketing efforts. Enhance your campaigns by targeting them to your specific audience. Create a strategy to:

      • Adapt your campaigns to different audiences
      • Customize your marketing materials for local and international audiences
      • Improve your client acquisition with focused efforts

      Develop a focused marketing strategy that resonates with specific audiences.

  • 3:00 PM
    Afternoon Break
  • B2B Continues
    • 3:30 PM
      Case Study: Business Development Bank of Canada
      Develop an Omni-Channel B2B Relationship Strategy to Better Serve Financial and Advisory Services
      Michel Bergeron
      Senior Vice President, Marketing and Public Affairs, Business Development Bank of Canada

      B2B relationships in the digital era are still based on relationships. Learn how your institution can build an omni-channel marketing and relationship model anchored on client segments. Develop a plan to:

      • Start the omni-channel conversation by understanding customer segments and their journeys
      • Determine touch points / micro-moments key to client experience and the service delivery model and channel
      • Enable key digital capabilities, including: personalized emails, content marketing, lead generation, direct online loan recognition and end-to-end analytics

      Strengthen your B2B relationships with digital technologies.

    Consumer Continues
    • 3:30 PM
      Case Study: National Bank
      Deliver a Digital Experience to Surprise and Delight Customers at Every Touchpoint
      Eboni Boicel
      Senior Manager, Web Analytics, Optimization & Programmatic Marketing, National Bank of Canada

      The challenge of financial services marketing is to engage customers at every touchpoint. Understand how to setup your technology infrastructure, resources, and processes to deliver a unique and highly relevant user experience. Develop insights on:

      • Investing in the right digital technologies
      • Building and managing the digital A team of tomorrow
      • Why you should internalize your analytics and media buy

      Drive your marketing efforts with an improved experience at every touchpoint.

  • 4:00 PM
    Case Study: Webster Bank
    Building a Digital Marketing Strategy from the Ground Up to Compete in Today’s Marketplace
    Todd Purcell
    SVP, Digital Marketing, Webster Bank

    It’s clear that digital is the way forward for financial services marketers, but making that transition is no easy feat. Jump-start your transformation with tips for the planning, design, and execution of a comprehensive digital marketing strategy. Develop a blueprint to:

    • Evaluate priorities and strategic objectives
    • Overcome common hurdles and barriers
    • Facilitate the change within your organization

    Source you plan of action from site development to social media with insights from a transformation expert.

  • 4:30 PM
    Case Study: Moment Marketing
    Develop a Content Strategy to Respond to Customer Needs
    Dan Skeen
    Assistant Vice President, Marketing & Client Engagement, Sun Life Financial

    When current events or life events leave your customers with questions, your brand needs to be there with relevant and helpful content. Create buzz and build trust by seeing things “through clients’ eyes”. Develop strategies to:

    • Respond quickly across channels
    • Adapt content to the native format
    • Target micro-segments

    Be the first to address your customers’ needs to attract engagement and build ongoing loyalty.

  • 5:00 PM
    Conference Adjourns
June 22, 2017

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