DMWF North America 2023 – Track One

Generative AI has become the focal point of interest and captivated the attention of business leaders worldwide. While it is a topic of discussion, businesses are actively considering its implementation. However, many companies are facing challenges to conceptualize practical use cases. In this session, we will share real-world examples that are relevant to your organization. We will explore the impact on business, associated risks, technological architecture alternatives, required changes in data processes, and privacy considerations. Boards and executive teams seek answers to these aspects before scaling pilot projects into production. By the end of this session, you will gain insights into the foundational components necessary to actualize Generative AI across your enterprise. You will also have the opportunity to connect with other industry leaders, collectively evaluating the benefits and risks, and working together to shape our perspective about the new future.

• Preparing to succeed – planning multiple digital strategies to support a 24/7 on-demand, flexible approach
• Ways to respond and react better to truly captivate your audience … and keep them engaged
• Unleash the power of experimentation and analytics to empower your team, anticipate market trends and drive growth

• Embracing traditional core values in the digital era to drive authentic connections
• Navigating workspace evolution: Insights into seamlessly integrating digital solutions
• The future of meaningful connections: Marketing to Gen Z and other key audiences
• Why brand performance is about people
• Xerox’s “We Make Work, Work” campaign and updating legacy brands

• • • The future of influence and personal brands on mainstream companies
    • Lessons learned from 40,000 + businesses in today’s social media market
    • What every corporate brand must know about today’s landscape on ads, viral content, and thriving in 2024
    • How we drove Ecom sales up from 50k to 1 million $ Per day with social ads, social media and email marketing
    • Leveraging influencers, celebrities, and content in your brand strategy
    • Direct response marketing techniques in 2024 and beyond

• Where are Gen Z & Gen Alpha spending the most time?
• The Metaverse gaming scene for brands: key tactics and tools
• What metaverse activations and experiences are the most engaging for players?
• Increasing Brand awareness and customer engagement: the ROI opportunity
• Why is your brand’s strategy for Roblox and Fortnite just as important as your social media strategy (TikTok, YouTube and Instagram)

• Deep dive into challenges that marketers face today and how AI and data science can help address them
• Learning Lessons when creating your AI Marketing Strategy
• How insights will empower your campaigns, processes, data and personalized experiences

In a world where consumers are constantly on the move, their emotional journey becomes a critical aspect of our narrative. At Uber, we go beyond mere transportation, viewing our riders as dynamic explorers, embracing new challenges as they arise. As advertisers, we’re engaging with this shift and driving our narratives from mere motion to emotion and action.

In this engaging session, discover how Uber is fostering meaningful connections with the biggest brands in creative and unforgettable ways and learn how Uber harnesses unique 1st party insights to unravel shifting consumer behaviors, carving out a novel viewpoint on advertising that echoes with our riders’ experiences.

• Exploring the importance of seamless and immersive experiences online and beyond.
• How can technology drive your omnichannel strategies forward?
• The impact of “Social Commerce”.
• Reviewing the next big trends.

• The volatility of data targeting in the marTech and adTech space
• How diluted targeting has become since the iOS update and FTC regulations
• How adTech, marTech and Big Tech have done nothing to solve this data issue.
• Why promoting mass impression strategy is not advocating for client conversion success. MarTech and adTech are more concerned with increasing spend levels, not getting results for the clients.
• Why you need to make granular targeting the entire base of your marketing strategy.

• Customer Centricity is here to stay but why do businesses need to take it seriously in their strategies
• Exploring the impact of actionable insights and understanding your customers
• Why is being transparent about data and processes to support customer retention
• The impact wider afield – customer service, product and sales departments

Across every enterprise, analytics serve as the caretaker of data. Yet streamlining and harnessing that data is easier said than done. The remedy? Effective data storytelling i.e., how to effectively communicate insights that can have a huge impact on an organization’s success. It can be noted that in many organizations the data and analytical functions can be guilty of making complex situations even more challenging by providing insights that are complicated to the layman executive. According to McKinsey, organizations are investing trillions of dollars to become more data-driven, but only 8% of organizations are successfully scaling analytics to get value from their data.

Join this session to ensure that the data-driven insights you deliver are useful, trusted and compelling to the business.

• If the job of analytics is to “understand complexity and deliver simplicity”, do we think analytics departments, overall, achieve this?
• What do you think is standing in the way of many analytics functions from delivering simplicity?
• How do you ensure the insights you’re delivering are useful to the business?

• Which marketing trends will be pivotal for innovation for the next year?
• Reviewing the latest disruptive technologies and what are worth investing in your strategies.
• How to integrate new tech to shape consumer experience for the future.
• How to lead innovation in your team and across your organisation.

Are you ready to future-proof your marketing career and ensure you won’t be replaced by the relentless march of technology?

Hosted by three visionary marketing experts from SLTC – Sharon Lee Thony, Ryan Bennion, and Jenee Naquin – this dynamic workshop will unlock the secrets of harnessing AI to supercharge your marketing strategies, rather than fear it as a potential threat.

In an era where artificial intelligence is revolutionizing the digital landscape, staying ahead of the curve is essential. Sharon, Ryan, and Jenee will demystify AI and guide you on how to seamlessly integrate it into your marketing toolkit. Through their combined expertise, you’ll gain a comprehensive understanding of the revolutionary ways AI is transforming the marketing landscape and how to leverage its power to your advantage.

This session will discuss:

*Insights into AI Applications in Marketing:** Unravel the mysteries of AI-powered tools and discover how they can revolutionize various aspects of marketing, from customer segmentation and content creation to personalized advertising and predictive analytics.

**Navigating AI Implementation:** Overcome the barriers to AI adoption and learn how to implement AI strategies effectively within your marketing campaigns. Get hands-on tips and best practices to ensure a smooth integration process.

**Building an AI-Enhanced Marketing Team:** Understand the skills and talents required to build a cutting-edge marketing team that can thrive alongside AI. Learn how to foster collaboration between humans and machines, maximizing creativity and efficiency.

**Ethical Considerations and AI:** Explore the ethical implications of AI in marketing and how to maintain transparency, privacy, and fairness while utilizing advanced technologies.

**Strategies for Continuous Learning:** Embrace a growth mindset and discover how to stay up-to-date with the ever-evolving AI landscape. Sharpen your skills and become a lifelong learner in this exciting field.