Agenda

June 19, 2019
  • 7:00 AM
    Registration and Breakfast
  • 8:15 AM
    Opening Comment from the Chairperson
  • 8:30 AM
    Keynote:
    Creating Brand Storylines to Spark Engagement in a Digital World for FIs
    Jeremy Miller
    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
    Industry Expert: Nielsen
    Data and Analytics in Marketing

    Nielsen is a global measurement and data analytics company that provides the most complete and trusted view available of consumers and markets worldwide. Hear how their approach marries proprietary data with other data sources to help clients around the world understand what's happening now, what's happening next, and how to best act on this knowledge.

  • 9:30 AM
    Exclusive: CMO Panel
    Source Digital Marketing Insights from Top Chief Marketing Officers
    Dave Haber
    Chief Marketing Officer, Mylo
    Kerry-Ann Betton Stimpson
    Chief Group Marketing Officer, JMMB Group
    Brent Korte
    Senior Vice President and Chief Marketing Officer, Ameritas
    Justin Hoffman
    Sr. Vice President, Business Development & Chief Marketing Officer, PSA Financial

    CMOs are responsible for the marketing vision in their organization. Join this exclusive panel of leading chief marketing officers to hear their perspectives on financial services marketing in 2019 and beyond. Gain insights on:

    • Being a marketing leader
    • Opportunities for finserv marketers
    • Developing your marketing Strategy Institute

    Join an exclusive group of CMOs and develop an action plan for your financial institution.

  • 10:15 AM
    Spotlight: Rich Media
    Digital Innovations

    Rich Media is an award-winning Toronto based digital agency producing many of North America's leading interactive projects. Their services include web sites, mobile, apps, social marketing, video, animation, print, and games. Some of our clients include Samsung, Scotiabank, TD Financial, and Sun Life Financial.

  • 10:35 AM
    Morning Break
  • Track A
    • 11:00 AM
      Industry Expert:
      Evergage CDPs: Unifying Identities Across Channels & Personalizing Experiences to Maximize Satisfaction (Digital, Customer Service and in the Branch)
      Jonathan Ranger
      Chief Customer Officer, Evergage

      Financial services companies recognize they can increase revenue and long-term relationship value by offering their customers personalized experiences. However, firms find their data is too distributed across multiple channels to effectively create and act on a truly unified customer profile. This session explores the importance of customer data platforms (CDPs) in financial services. In this session, we’ll show you how to:

      • Leverage identity matching across siloed data sources and diverse channels
      • Act on explicit and implicit data about each individual
      • Use a CDP to power in-the-moment personalization across multiple channels
    • 11:30 PM
      Case Study: Mastercard The Future of Conversational Commerce
      The Future of Conversational Commerce
      Kobi Gulersen
      Vice President, B2B & Product, Marketing, Mastercard Canada
      Rob Russini
      Senior Director of Marketing, Hudson Heritage Federal Credit Union

      Conversational commerce, the growing trend of customers interacting with brands via apps, chatbots, and voice assistants. Hear how this will affect you as a financial institutions. More session details coming soon.

    • 12:00 PM
      Industry Expert: MessagePoint
      How to Avoid the Common Pitfalls that Plague Most Customer Communication

      Transformation Initiatives

      Most organizations fall victim to some common pitfalls as they pursue the digital transformation of customer communications.  Join us for a discussion of best practices for communication strategies, content management, and change management that are critical to successful transformation and delivery of omnichannel communications programs. Learn how to:

      • Eliminate operational silos and disjointed communications to ensure cohesive, consistent customer experiences across teams and communications channels
      • Effectively manage change both throughout the transformation and on an ongoing basis to enable agility and responsiveness
      • Put content at the center of the communication to maximize the impact of your communications and enhance the customer experience

      Improve your transformation of customer communications while avoiding common pitfalls.

       

    Track B
    • 11:00 AM
      Industry Expert: Cognitiv
      Programmatic Marketing

      Cognitiv builds custom programmatic buying algorithms using the latest advances in Deep Learning. Hear how its platform enables DSPs to offer custom algorithms to all of their clients, advertisers to build custom algorithms for all of their brands and ROI-types, and agencies to offer more sophisticated targeting solutions to its programmatic clients.

    • 11:30 PM
      Case Study: Aha Insurance
      Smarter Business via Social – Tap into the Power of Advertising, Engagement and Storytelling
      Khari Gaynor
      Vice-President, Digital Marketing, Aha Insurance

      Expand your audience and sustain engagement using social as a one-to-one touch-point. Hear how social media can allow your organization to interact and evolve with customers. Develop tools to:

      • Curate content to empower and educate consumers
      • Build emotional connections outside of the sales cycle
      • Improve advertising and profiling

      Solidify your social brand and captivate audiences.

       

    • 12:00 PM
      Industry Expert: Yext
      Digital Knowledge Management Yext is the leading Digital

      Knowledge Management (DKM) platform. Hear how they give companies control over their brand experiences across the digital universe of maps, apps, search engines, voice assistants, and other intelligent services that drive consumer discovery, decision, and action.

  • 12:30 PM
    Networking Lunch
  • Track A
    • 1:30 PM
      Panel: Omni-Channel
      Best Practices to Develop an Omni-channel Strategy
      Steve Livingstone
      President and CEO, Aha Insurance
      David Bradfield
      VP Communication, Economical Insurance
      Robert Shields
      VP Marketing, Cashco Financial
      Archie Sachdeva
      Director, Strategic Marketing, Manulife
      Carolyn Tracy
      Agile Marketing Director, Sun Life Financial

      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 omnichannel 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 omnichannel experience to drive your marketing success

    • 2:15 PM
      Industry Expert: Adobe
      Accelerating Digital Initiatives

      This session will cover some of the key aspects in accelerating digital initiatives and ultimately delivering personalized and relevant customer experiences.  This includes the use of cloud based digital marketing technology, the application of artificial intelligence /machine learning to marketing and examples of how financial services companies are organizing their marketing teams to better scale and increase the effectiveness their digital programs.

    Track B
    • 1:30 PM
      Panel: Social Media
      Creating a Social Media Strategy in a Regulated Environment
      John T. Renz
      Vice President, Marketing Content & Advertising, Prudential
      Suzette Chapman
      SVP Communications + HR, Ivari Canada

      It’s not always smooth sailing to get social buy-in, especially for regulated markets. Augment your social strategy while maintaining vigilant risk practices. Develop plans to:

      • Build governance into your processes
      • Expedite content approval and adoption of social
      • Develop a communication policy for staff

      Strengthen your social media practice with first-hand advice from industry veterans.

    • 2:15 PM
      Industry Expert: Hootsuite
      2019 Social Media Trends for Financial Services you Need to Know

      Whether looking for a new financial advisor on LinkedIn or using Facebook Messenger to send a digital payment, social media behaviours will continue to evolve in 2019. Learn about:

      • The changing digital habits of financial consumers
      • Key content strategies in the financial sector
      • How the financial sector will use social networks in 2019

      We'll provide you with a comprehensive overview of the social landscape and the shifting digital behaviours of today’s financial consumer

  • 2:45 PM
    Afternoon Break
  • 3:15 PM
    Fireside Chat: TD Bank Group
    Becoming a Leader in Financial Services Marketing
    Betsey Chung
    SVP and Chief Marketing Officer, Canadian Banking, TD Bank Group

    Marketers in financial services face unique challenges. In this fireside chat, gain insights on marketing leadership in financial services from one of Canada’s leading CMOs.

    Hear how to:

      • Develop yourself as a leader in marketing
      • Position marketing as a leader in your organization
      • Make your organization a leader in financial services

    Position yourself as a leader in financial services marketing.

  • 4:00 PM
    Industry Expert:
    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 an approach to:

    • 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.

  • 4:30 PM
    Panel: The Future of Marketing
    Taking Advantage of Emerging Tech and Trends to Drive Marketing
    Jo Ann LeClair
    Director, Data Science, Scotiabank
    Marianne Forrest
    Director, Digital Optimization, CIBC Digital
    Stewart Ellis
    Director of Digital Marketing, Sprott
    Shane Closser
    Head of Industry/General Manager for Financial Services, Yext

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

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

    Source best practices from experts to build your marketing strategy.

  • 5:15 PM
    Conference Adjourns to Day Two
  • 5:20 PM
    Evening Networking Reception
June 19, 2019
June 20, 2019
  • 7:15 AM
    Registration and Breakfast
  • 8:15 AM
    Opening Comments from the Chair
  • 8:30 AM
    Keynote: Fifth Third Bank
    Is Your Content Any Good? Don’t Ask Me. Ask Google.
    Scott Spjut
    Assistant Vice President, Social and Digital Content, Fifth Third Bank

    We are always looking for the best way to best way to show whether or not the content we create is performing well -- time on site, bounce rate, scroll depth -- and we dedicate much of our time generating and analyzing reports to that end. But all the things we think are contributing to whether or not our content is good and performing how it should, Google has already thought of -- and about a thousand other variables we haven't thought of yet. While this sort of internal reporting should be part of the content work we do, the best measure of success for content is and should be Google results. Google's algorithm goes beyond just keywords and meta description. It's already taking into account all the factors that make a good user experience -- load times, UX, mobile responsive -- so if you can rank well in organic search then you know you're creating good content.

  • 9:00 AM
    Industry Expert: Pinterest
    Life Stages and Financial Services Marketing
    Erin Elofson
    Country Manager, Pinterest Canada

    In the world of hyper personalization, financial services partners have the opportunity to reach customers early in their purchasing decisions, when they are most open to ideas from brands. During this session, Pinterest will share research and insights surrounding how consumers’ mindsets change at each stage of their lives. Financial institutions can learn how to be a part of important decisions surrounding some of life’s biggest moments.

  • 9:30 AM
    Panel: Performance Marketing
    Learn How to Harness the Power of Performance Marketing
    Nicky Senyard
    CEO, Share Results
    Daniela Mena
    Manager, Digital Acquisition Marketing, Scotiabank
    Simon Wyse
    Head of Product, Borrowell
    Bryan Dinh
    Head of Marketing, EQ Bank

    Performance marketing in the financial services space is often a misunderstood and underutilized channel. In the session, discover the strengths, weaknesses and opportunities of affiliate marketing and the role that this channel plays in supporting your overall digital strategy.

    Learn from industry experts how to:

    • Maximize the value of your affiliate partnerships
    • Avoid common pitfalls of performance marketing
    • Prepare a scalable, results-driven marketing plan to drive new customer acquisitions

    Takeaway: Have an informed approach to performance marketing that allows you to achieve scalable results

  • 10:15 AM
    Industry Expert
    Embracing Blockchain to Enhance Your Marketing

    Blockchain has disrupted financial services and it has the potential to disrupt marketing as well. Be an early adopter to give your organization an advantage. Source insights on using blockchain to:

    • Verify ad delivery
    • Handle consumer data transparently
    • Develop immutable contracts with clients

    Stay ahead of the curve by applying blockchain to your marketing efforts.

  • 10:45 AM
    Morning Break
  • Track A
    Track B
  • 12:30 PM
    Networking Lunch
  • Track A
    • 1:45 PM
      Industry Expert: MailJet
      How Relevant & Personal Emails Drive Engagement in Financial Services

      As organic reach on social media drops, digital advertising is blocked and tuned out, and customer expectations around data privacy enters a defining era, email is poised to continue to drive the best engagement and ROI. Learn how financial service brands can optimize their email strategy with a focus on anticipated, relevant, and personal content. Unlock more engagement in your email strategy by focusing on:

      • Using data to send more personalized and relevant emails
      • Leveraging transactional and triggered emails to promote your brand and convert customers
      • Encouraging deeper (and more efficient) collaboration between your marketing and developer teams
      • Lessons from financial services brands from across North America
    • 2:15 PM
      Case Study: JMMB Group
      Use Social Media to Build Brand Recognition in a Cost-effective Way

      In some markets you can’t have a branch on every corner. Build brand recognition with social media. Explore how your institution can leverage social to build your brand without major investments.

      Sources insights on:

      • Selecting social channels
      • Engaging customers in conversation
      • Building a brand in the digital space

      Build your brand via social media without a big budget

    • 2:45 PM
      Case Study: USAA
      Creating a Culture of Compliance
      LaSalle Vaughn
      Executive Director, Marketing Compliance, USAA

      Your organization's compliance team is more than a "business prevention unit" - they're the team that helps keep the marketing department safe and move projects out faster.  Smart companies reward and recognize the behaviours that support a compliant culture.

      Take away a roadmap to:

      • Staying compliant in a landscape of changing data & marketing regulation
      • Managing risks and concerns about data and privacy
      • Maintain customer trust by making compliance a core value

      Gain exclusive insights into integrating compliance across the organization.

    Track B Day 2 PM
    • 1:45 PM
      Expand Search Visibility Through Local & Mobile

      Google reported the number of searches that include “near me” has steadily increased. Strengthen your digital brand through search and hyper-targeting.Source solutions to:

        • Align products with the right point in a customer’s journey
        • Use geography to understand the value of new business
        • Improve audience and demographic targeting

      Refine your search strategy to acquire new customers -- on mobile, tablet or desktop.

    • 2:15 PM
      Case Study: MoneyKey
      Leveraging Voice Search to Improve Marketing Campaigns
      Ankita Sharma
      Digital Marketing Manager, MoneyKey

      As smartphones and smart speakers change the way consumers search, marketers need to adapt. Build a marketing strategy that takes advantage of voice.

      Source insights to:

      • Create content that's optimized for voice search
      • Build content designed to optimize natural language queries
      • Localize content to take advantage of location-based voice searches

      Take advantage of voice search to drive consumers to your brand.

    • 2:45 PM
      Case Study: Hudson Heritage
      Federal Credit Union Measuring the Customer Journey – A Practical Guide to Attrition Modeling
      Rob Russini
      Senior Director of Marketing, Hudson Heritage Federal Credit Union

      Customers don't see channels, they see brands. As marketers we need to measure the entire customer journey to determine our return on investment. Within this session we will discuss:

      • The complexities of the customer journey from a marketing perspective
      • The measurement tools and techniques available within each channel both online and off-line
      • Measuring and scoring the customer journey through attrition modeling

      After this session you should be able to have a good understanding of the customer journey and how to measure your return on investment

  • 3:15 PM
    Afternoon Break
  • Track A
    • 3:45 PM
      Case Study: PayBright
      Adopt Agile Approaches to Transform Your Marketing Program
      Courtney Wattie
      Director of Marketing, PayBright

      The rise of digital has made marketing much more complex, fast-paced and uncertain, and reduced the effectiveness of the old ways of delivering campaigns. Explore how agile principles can help your organization adapt to and keep pace with this new world. Source insights on:

      • Why agile marketing is so much more than tweeting content in real time
      • How to identify when agile would be the right approach to delivering your campaigns
      • Whether the rise of digital will force marketers to adopt agile approaches

      Assess some of the challenges agile changes will present to current marketing practices, and vice-versa.

    • 4:15 PM
      Case Study: BMO
      Use Content to Attract, Retain, and Grow Share of Wallet With Your Customers
      Liora Pelunsky
      Marketing Manager & Team Lead - Retail Investments, BMO

      78% of marketers in the financial industry report using content marketing, but only 25% of those consider themselves to be effective. Cut through the noise and keep your audience engaged with a content strategy that is uniquely differentiated from the rest.

      Get practical tips to:

      • Build long-term relationships with your consumers by providing value
      • Recognize where and when to engage customers along your brand journey/li>
      • Deliver content in a timely fashion while staying compliant/li>

      Implement winning strategies used by best-in-class financial partners to elevate your content.

    Track B 3:45 Day 2
    • 3:45 PM
      Case Study: Marginalen Bank
      Personalize Your Visitors’ and Customers’ Website Experiences to Increase Sales
      Peter Leijonspjuth
      Head of Digital Banking, Marginalen Bank

      Customers and visitors have different needs from your website. Personalize your site to give users the experience they need. Source insights on how to:

        • Connect your CMS with your bank
        • Personalize your sales area
        • Make changes without releases from IT

      Create a personalized experience for your customers and website visitors.

    • 4:15
      Case Study:
      Building a Technology Lead Marketing Team
      Eric Walker
      Senior Director, Customer Acquisitions, Capital One
      David Duke
      Senior Business Manager, Capital One

      Often in marketing we are given products, told the key features and asked to go find more customers. At Capital One we flipped the script and built a digital product that solves both a huge customer need and a marketing problem unique to financial services. How do you show someone only financial products they will be approved for? As a technology lead company we created a digital solution to this problem, improved the application experience, making our marketing more efficient and effective. A true win, win win.

  • 4:45 PM
    Conference Adjourns
June 20, 2019

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