Day 2

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Bartenders needs to know your age, retailers need your PIN, but almost no one actually needs your
name — except for identity thieves. ID expert David Birch proposes a safer approach to personal
identification — a “fractured” approach — that would almost never require your real name.

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With the growth of digital marketing, organizations find that their customer data is more siloed than ever. Primary customer data is often stored in CRM systems or enterprise data warehouses, whereas other data, such as behavioral information or marketing interactions, are stored in different solutions such as analytics tools. Creating a single view of the customer will allow organizations to understand the true value of their marketing initiatives. However, data integration projects can be costly, difficult and very resource intensive.

This session will address:
• Challenges faced by financial services organizations when dealing with marketing data across different channels
• How data distribution technologies can solve such challenges
• How Lincoln Financial Group has successfully created a single view of the customer across
different channels

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The Fast, Reliable, and Secure Mobile Experience: Why It Matters. How to Achieve It.

- The Mobile User’s Expectations
- Security, Availability and Performance Considerations
- Selling Performance Within Your Organization
- Solution Delivery
- Business Benefit
- Results

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How Do You Maintain Mindshare? Does Your FI Need To Stay Top Of Mind?
• Brief background on Mobile Payments industry and happenings, including consumer and merchant traction
• Non-Bank lead
• Bank lead
• What this all means for banks and other FIs
• Are banks being disintermediated?
• Are banks losing mindshare?
• Does this matter?
• If yes, to who?
• Can Banks maintain mindshare with their consumers?
• Can they even grow it?
• How??

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For many businesses, the customer experience is a critical variable consumers use when deciding whether to become or remain a customer. And in commoditized businesses, it becomes at least as important as the actual product being sold. Yet, many companies are much more mature in product management than they are in customer experience management. Treat customer experience like a product and you’ll begin to differentiate from your competitors.

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• Enabling and equipping agents & advisors with sales enabled tools to communicate with people who prefer to be communicated with digitally
• Discovering how to use local search, advisor web pages, tools online & more to get investors matched up to right advisor
• Utilizing digital to help advisors in step 2 & 3 of the sales buying process
• Understanding how to use digital to create engaging content, build trust and get it in front of prospects at the right time

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• Understanding the recent changes in the mobile payments landscape by evaluating if one technology (NFC, QRC, BLE) will dominate the ecosystem or if multiple technologies will continue to battle for control
• Examining other possible detractors for consumer adoption
• Does something else need to be developed before large scale adoption of payments takes hold? (I.e. Retail offers, digital identifications)
• Determining if we can provide a rich consumer and merchant mobile payment experience using existing rails
• Finding out if the opportunity justifies significant investment with customer and merchant fragmentation

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• Understanding how to start
• What is the first thing? How do you take the very first step?
• How do we put measurements in place over things you directly or indirectly control
• How do you measure the return when you aren’t doing sales?
• Determining how to manage situations when sales are decreasing
• What caused it? How do you measure it?
• Evaluating the KPI’s & dashboards to use to understand your performance
• How do you prove to your CFO that the digital dollars are well spent?
• How do your filter out the noise to see the true impact of your digital channels?
• Strategies to measure your sales force’s effectiveness using digital measurements

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Pick 1 Topic Of Your Choice

#1 How To Build Relationships Through The Digital Channels
Jon Biskner, VP of IT, Nicolet National Bank

#2 Beyond Last Or First Click: How Do You Create An Effective Multi-Touch Attribution Model That Makes Digital Spend More Efficient?
Chris Young, Director of Industry Strategy & Marketing, Adobe

#3 Multi-Channel Strategy: Shifting From A 30,000 Foot View To The Ground Floor- How Do You Operationalize It?
Brad Strothkamp, VP, Head of Digital Strategy, Competitive Intelligence, and Customer Insights, U.S. Bank

#4 Insights From Consumers And Bank Research About Spending Priorities And How They Match To Each Other
Daniel Latimore, SVP, Banking Group, Celent

#5 Measurement Of Customer Experience Management: Determining How To Most Effectively Determine The Success Of Your Customer First Strategy By Moving Beyond NPS
Parin Kothari, SVP, Digital Channels Strategy & Planning, TD Bank Group

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How do you satisfy the needs of compliance who have invested in a predictable process, while investing in new technology and improving the front end customer experience?

This workshop will feature a UX designer, a senior product leader and a compliance expert coming up with solutions to this challenge.

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Pick 1 Topic Of Your Choice

#1 Driving Digital Adoption – Just Because You Build It Doesn’t Mean They Will Come How Can You Increase Customer Use?
Melanie Woods, AVP, Digital Product Manager, UMB Bank

#2 Building Mobile Optimized Products & Utilizing Offers To Drastically Increase Revenue In The
Mobile Channel
Patrick Kelly, Executive Director Emerging Channels,
USAA

#3 Mobile 4.0: BBVA Case Study Discussion
Alejandro (Alex) Carriles, EVP, Director of Digital Channels Development, BBVA Compass

#4 Digital Marketing Tech Breaks the Security of 90% of Websites Studied
Scott Meyer, CEO, Ghostery

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How do you satisfy the needs of compliance who have invested in a predictable process, while investing in new technology and improving the front end customer experience?

This workshop will feature a UX designer, a senior product leader and a compliance expert coming up with solutions to this challenge.

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4x5 minute conversations with someone you don’t know in the room covering mobile, omni-channel, big data and customer experience

How do you satisfy the needs of compliance who have invested in a predictable process, while investing in new technology and improving the front end customer experience?

This workshop will feature a UX designer, a senior product leader and a compliance expert coming up with solutions to this challenge.

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