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
    Power Panel
    Building a Digital Marketing Strategy to Drive Transformation
    Sonia Carreno
    President, IAB Canada
    Justin Hoffman
    Sr. Vice President and Chief Marketing Officer, PSA Financial
    Maja Neable
    VP, Digital and Channel Marketing, BMO Financial Group

    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 financial services marketing leaders.

  • 10:15 AM
    Industry Expert: SapientRazorfish
    Banking Is In
    Rina Pandalai
    Financial Services Strategy & Digital Transformation Lead, SapientRazorfish

    Conditions are ripe for large and medium banks to plan and invest in innovation and transformation efforts that will help future-proof their businesses. In this session, we’ll explore today’s unique market forces and the most recent trends they’ve engendered, helping attendees to:

    • Discern hype from high potential when considering tech trends in banking today
    • Prioritize the digital initiatives necessary to remain competitive and get ahead of change
  • 10:45 AM
    Morning Break
  • 11:10 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.


  • 11:40 AM
    Room Change Break
  • Big Data and Analytics
    • 11:45 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.

    • 12:15 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
    • 11:45 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.


    • 12:15 AM
      Case Study: Farm Credit Canada
      Introducing Service Design to Improve Customer Experience
      Jason Fiske
      Manager, Employee Digital Experience, 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.

  • 12:45 PM
    Networking Lunch
  • Real-time Marketing
    • 1:45 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.

    • 2:15 PM
      Power Panel: Programmatic Marketing
      Solutions to Improve Targeting and Customer Relevance
      Sonia Carreno
      President, IAB Canada
      Roberto Passarelli
      Senior Manager, Digital Acquisition (Display, SEM & SEO), Consumer Card Marketing, American Express
      Eboni Boicel
      Senior Manager, Web Analytics, Optimization & Programmatic Marketing, National Bank of Canada

      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.

    • 3:00 PM
      Industry Expert: Yconic
      The Second Party Data Revolution: What is it, why should you care, and how can you participate?
      Jon Kamin
      Managing Director, yconic

      The world is awash in data, and you and your company are quite likely already tapping into your own first party data while purchasing 3rd party data through your media buying agency. But a second party data relationship can offer a combination of accuracy and scale that your existing data configuration simply can't match. Attendees will:

      • Be able to define and distinguish between first, second and third party data, and understand their relative strengths and gaps
      • Review several second party case studies, demonstrating why such data is valuable and unique
      • Have the tools to develop a second party data action plan - how to establish your strategy and actually source and secure these relationships, step-by-step.
    New Trends
    • 1:45 PM
      Industry Expert: Environics Analytics
      Breaking Down Silos to Improve Marketing Across Channels
      Bernice Cheung
      VP Financial Services & Cultural Markets, Environics
      Catherine Pearson
      Senior Vice President, Environics

      Sharpen your competitive positioning and develop new strategies and tools to effectively attract New Canadians with relevant customer experiences. Develop a road map to:

      • Integrate third-party and research data with customer data to size the opportunities for growth with both existing and new clients.
      • Identify opportunities to drive the adoption of new digital channels to improve efficiency and productivity.
      • Balance the use of technology and personal touch to optimize customer experiences.

      Take away new strategies and action plans to leverage data and insights to grow your wallet share and minimize disruption.

    • 2:15 PM
      Power Panel: Omni-channel
      Sending a Consistent Message Across Touchpoints to Solidify Your Brand
      Manny Da Silva
      Vice President, Ariad Communications
      Shawna Dennis
      AVP, Digital Marketing, Manulife
      Sumit Sarkar
      Director – Digital and Channel Marketing Strategy, BMO Financial Group
      Meha Varier
      Director of Product Marketing, Customer Experience Management Suite, OpenText

      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.

    • 3:00 PM
      Industry Expert: Canada Post
      Connecting for Action
      Lyndsey Bishop
      Manager, 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.

  • 3:30 PM
    Afternoon Break
  • 3:50 PM
    Industry Expert: Ariad Communications
    Helping the Buyer Buy
    Manny Da Silva
    Vice President, Ariad Communications

    Content journeys often reflect internal organizational perspectives and processes and don’t always match true customer needs. This puts the focus on helping the seller sell instead of the buyer buy. Hear about practical lessons learned from optimizing parts of content journeys that:

    • Improved the overall customer experience
    • Increased effectiveness and usefulness of the actual content
    • Helped achieve marketing goals and objectives
  • 4:20 PM
    Power Panel
    Taking Advantage of Emerging Trends to Improve Your Marketing Strategy
    Andrew Lo
    President & COO, Kanetix
    Dave Wondolowski
    Enterprise East Director, Marketo
    Fate Saghir
    VP, Client Engagement and Experience, Mackenzie Investments
    Dawn Marchand
    VP, Marketing and Direct Distribution, Canadian Bar Insurance Association (CBIA)

    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.

  • 5:05 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

  • 5:35 PM
    Conference Adjourns to Day Two and Exclusive Executive Evening Reception
June 21, 2017
June 22, 2017
  • 7:30 AM
    Registration and Breakfast
  • 8:15 AM
    Opening Comments from the Chair
    Shannon Sloan
    Director, New Business Development, Rich Media
  • 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
    Spotlight: Rich Media
    A Custom Digital Experience for the FinTech Age
    Shannon Sloan
    Director, New Business Development, Rich Media
  • 9:20 AM
    Power Panel
    Explore Opportunities and Solutions to Win Customers in the Digital Era
    Shannon Sloan
    Director, New Business Development, Rich Media
    Paris Chevalier
    Chief Marketing Officer, Xceed Financial Credit Union
    Gurmeet Lamba
    COO, Sentient Ascend
    Yvonne Ziomecki
    Senior Vice President, Marketing & Sales, HomEquity Bank

    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 financial services marketing leaders to build your marketing strategy.

  • 10:00 AM
    Spotlight: ParentLife Network
    Using Automation to Gain a Competitive Advantage in a Digital World
    Sean Copeland
    Director of Research, Parent Life Network

    A significant gap in financial literacy has gravely impacted the ways in which new and expecting parents interact with financial services and products. Discover how you can harness moments of change during this significant life-stage, to increase new account acquisition and lasting brand equity. Create an actionable plan by:

    • Learning about the critical moments of decision making for new and expecting parents
    • Understanding the recent behaviours and perceptions of new and expecting parents
    • Obtaining digital marketing best practices for these critical moments

    Take away validated knowledge, wisdom and insight into Canada's new and expecting parents to help achieve your acquisition and brand equity goals.

  • 10:15 AM
    Morning Break
  • Hot Topics
    • 10:45 AM
      Industry Expert: Adobe
      Evolve Your Digital Initiatives to Deliver Superior Customer Experiences
      Chris Young
      Director, Financial Services Industry Strategy, Adobe

      The aspiration of every financial services institution is to deliver superior cross-channel customer experiences to increase engagement and retention and drive sales and revenue from digital channels.

      • Understand what financial services companies are prioritizing in terms of experience and digital
      • Learn how financial services companies who indicate they are leading disruption in their industries are doing differently from those how are following

      This session will help you take away specific ideas on how you can accelerate your digital maturity.

    • 11:15 AM
      Case Study:
      Accelerated A/B Testing to Take CRO to the Next Level
      Andrew Lo
      President & COO, Kanetix Ltd.

      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.

    • 11:45 AM
      Industry Expert: DotCMS
      Creating a “Perfectly Timed Ballet” – How to Transition from Human & Agent-Focused Model of Service to a Direct, Digital-Focused Model
      David Roe
      CEO, Authentic
      Timothy P. Brigham
      CEO, dotCMS

      The reality, of course, is the “perfectly timed ballet” of transitioning between human and digital is an ever-changing process of adaptation and optimization fraught with organizations and compliance hurdles. How does a financial services organization create a platform capable of messaging, understanding and differentiating their products and services in a rapidly evolving manner all while supporting a diminishing, but still very relevant human line of business? Join us to explore:

      • Business challenges for digital engagement and marketing for financial services - Technical and operational solutions to meet these challenges
      • Creating a platform to meet the needs of your new digital customer, while keeping in mind compliance and other organizational hurdles

      Learn how to “time your ballet” for an easier transition move from an agent-focused service model to digital-focused.

    • 12:15 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

  • 12:45 PM
    Networking Lunch
  • Consumer
    • 1:45 PM
      Industry Expert: Veriday
      Making the Digital Experience more Human: The Untapped Channel
      Marc Lamoureux
      CEO, Veriday
    • 2:15 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

    • 2:45 PM
      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.

    • 1:45 PM
      Industry Expert: Observepoint
      Trust Your Data – Improving Confidence in Data in An Increasingly Digital World
      Jason Call
      Practice Lead - Director of Consulting, ObservePoint
    • 2:15 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.

    • 2:45 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.

  • 3:15 PM
    Afternoon Break
  • 3:45 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.

  • 4:15 PM
    Case Study: Sun Life Financial
    Develop a Content Strategy to Respond to Customer Needs
    Dan Skeen
    Assistant Vice President, Marketing & Client Engagement, Sun Life Financial

    Everyone has an opinion on your mobile roadmap: your boss, the sales team, the call centre, IT. The challenge is they all view different things as top priority, and your end user — the client — is a voice missing at the table. How do you build an app experience based on real client needs and wishes? This session will focus on developing a client-centric strategy, and building a bullet-proof roadmap that can survive all of your internal review cycles without losing focus or integrity.

  • 4:45 PM
    Conference Adjourns
June 22, 2017

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