Agenda

June 19, 2019
  • 7:00 AM
    Registration and Breakfast
  • 8:15 AM
    Opening Comment from the Chairperson
  • 8:30 AM
    Keynote:The Multiplier Effect
    How to Grow Your Business from the Inside Out
    Aaron Andalman
    CSO & co-founder, Cognitiv
    Nobody knows your business better than you, but there’s a pull to look for ideas externally. Companies are engaging advertising agencies and consultants, because they believe someone else is “more creative.” That couldn’t be further from the truth. Inside every organization is immense creative potential, but most of it goes untapped. But this vast resource is your secret weapon when it comes to brand building. Hear how to:
     -Unlock the creative genius of your team
    -Grow your brand.
    -Open possibilities for your organization
    In this interactive keynote, Jeremy demonstrates how everyone is creative, provided they’re given structure.
  • 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
    Group Chief 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

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

  • 10:15 AM
    Spotlight: Rich Media
    Digital Innovations
    Shannon Sloan
    Director, New Business Development, Rich Media

    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

      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.

    Track B
    • 11:00 AM
      Industry Expert: Cognitiv
      It’s Time to Embrace AI
      Aaron Andalman
      CSO & co-founder, Cognitiv
      In today's digital world, financial institutions find themselves facing competition from non-traditional players who are leveraging new technology, like Artificial Intelligence (AI) & machine learning, to find new prospects and drive customer loyalty. It is without a doubt that traditional marketing methods have been exhausted, and financial institutions need to embrace new technology if they wish to remain competitive. Learn how deep learning, the newest field of AI, is changing the game. This session will:
      • Learn how AI can bolster marketing strategies for financial institutions allowing them to gain a competitive edge
      • Explain how AI allows financial institutions to hone in and target new customers
      • Address how AI can be implemented in a cost efficient way

    • 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: Hearsay Systems
    Transforming Data Into Action
    Chris Andrew
    Chief Operating Officer, Hearsay Systems
    Advisors are under more pressure than ever to be tech-savvy, and expectations around digital engagement are at an all-time high.
    • Investors expect communications to be real-time and personalized.
    •  Is it possible to sort through the online and offline data to create a seamless experience for both customers and advisors?
    • Join Chris Andrew to learn more about creating digital advisor success while transforming your client experience.
  • 12:30 PM
    Networking Lunch
  • Track A
    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
      Suzzette Chapman
      SVP Communications + HR, Ivari Canada
      Julian Mills
      Director, Digital Communications, CPP Investment Board

      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
      Gloria Roheim McRae
      Manager Value Consulting, Hootsuite

      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: Yext
    Digital Knowledge Management Yext is the leading Digital
    Marc Ferrentino
    Chief Strategy Officer, Yext

    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.

     

  • 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. Source insights on how :
    • 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
    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
    VP Revenue, Borrowell
    Bryan Dinh
    Head of Marketing, EQ Bank
    Stratos Engel
    Digital Acquisitions and Partnerships Manager, Equitable 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: MESSAGEPOINT
    How to Avoid the Common Pitfalls that Plague Most Customer Communication
    Patrick Kehoe
    EVP Product Management, Messagepoint

    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.

     

  • 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
      Kerry-Ann Betton Stimpson
      Group Chief Marketing Officer, JMMB Group

      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
      Industry Expert: IntelligenceBank
      IntelligenceBank Session Details Coming Soon
      Todd Eckler
      General Manager, US
    • 2:15 PM
      Case Study: MoneyKey
      Leveraging Voice Search to Improve Marketing Campaigns
      Ankita Sharma
      Senior 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:
      Federal Credit Union Measuring the Customer Journey – A Practical Guide to Attrition Modeling

      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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