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Master Class

DMA11 Master Class

The Master Class is an advanced full-day track designed for experienced marketing professionals. Best practice leaders from leading marketing organizations will discuss insightful and thought-provoking issues that will be applicable to all senior professionals. The educational content will be visionary in nature and focus on innovative issues.

Sunday, October 2
9:00 a.m. – 9:05 a.m. Welcome
9:05 a.m. - 10:10 a.m.

comScore Update: A Digital Year in Review – What You Need to Know Moving Ahead
The last few years have represented a critical juncture in a relatively brief history of digital media; a period that was marred by the overhang of a global economic recession that had a particularly negative impact on the U.S. advertising and e-commerce markets. But it was also a period in which digital consumer activity soared, new innovations grabbed hold in the marketplace and businesses got more serious about navigating the digital landscape. In order for digital marketers to position themselves for success in the year ahead, one must begin by reflecting on what has happened over time and how the prevailing trends set the stage for 2012 and beyond. Among the many questions that will be addressed in during this session include: •

  • Which consumer trends dominated the digital media landscape in 2011?
  • How are people spending their digital media consumption time?
  • Which new and emerging technologies and services are capturing the attention of the marketplace?
  • What is the state of the digital advertising market?
  • How are trends in the mobile market changing the digital media landscape? comScore’s annual Digital Review offers an overview of the prevailing trends in digital media usage during the year and considers their implications for the year ahead. This report will examine the trends in Internet usage, search activity, e-commerce, online video consumption, online advertising, and mobile, and what digital strategies will be most important for success in short term.


Bryan Goski, Director, Marketing Solutions Group, comScore

10:10 a.m. - 10:20 a.m. Networking Break
10:20 a.m. - 11:15 a.m. SPOTLIGHT ON CROSS-CHANNEL INTEGRATION
Behind the Scenes: How Cross-Channel Marketing Can Work for You
Join Infogroup and a panel of experts as they lead a conversation on the latest trends in integrated marketing driven by data and measurement. This panel will share real life marketing integration stories, and the impacts on marketing strategy, business structure, and the customer.

Beth Frysztak, Vice President, Enterprise CRM and Database Strategy, Infogroup
Denise Schuster, Senior Vice President Technology Innovations, The Tribune Company
Greg Bogich, Sr. Vice President, Digital Sales, Valassis
11:30 a.m. - 12:45 p.m. Luncheon Keynote
1:00 p.m. - 1:50 p.m. Fast Forward: Mobile’s Next Big Push

A panel of mobile marketing finest thought leaders will provide insight and observations on mobile marketing next big push.

Matthew Valleskey, Director of Marketing, Mobile Registrary, Neustar
Mario Ribera, Director, US Product Management, Microsoft
Cameron Clayton, SVP, Mobile, BD & International, The Weather Channel Interactive
Christopher Burkhart, Chief Marketing Officer, Naturally Curly
Dave Mihalovic, Partner, Emerging Media & Technology Platforms, Rosetta
Howard Tiersky, CEO, Moving Interactive
1:50 p.m. - 2:35 p.m. FEATURED SESSION
A Harvard Business School Case Study: Evolving the Brand, Preserving the Heritage

Mercedes. Disney. L.L. Bean. Harvard. What do these brands have in common? They all have a meaningful and relevant past – a heritage. They have been passed through the generations and over time have established a brand personality that is solidified in the minds of consumers. This is often a strength but we know that brands who fail to evolve can cease to lead. In fact, of the 500 companies that appeared on the first Fortune 500 list in 1955, only 71 hold a place on the list today. Heritage brands have a unique challenge – how to evolve and innovate while preserving those things that animate passion for the brand – tradition and legacy. In this session we will explore how some brands (including Harvard Business School) are working to strike that balance.

Master Class Special Guest:
Brian Kenny, Chief Marketing and Communications Officer, Harvard Business School

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