Upcoming Event: Digital Marketing of Financial Services 2016—ROI and Customer Experience Innovation


By Invitation Only

December 8,

8:00 AM—2:15 PM

Bloomberg LP
731 Lexington Avenue (between 58th and 59th Streets)
New York, NY 10022

Breakfast and Lunch will be served. Photo ID is required.


8:00 AM—8:30 AM Continental Breakfast
8:30 AM—9:15 AM

Top Line Results of Digital Marketing of Financial Services 2016 Research Initiative

Frank Dudley, President, Brand New Media and Professor, Northwestern University will present top line results of the most comprehensive research conducted on digital marketing and media within the financial services industry. In addition, the top financial services companies that were evaluated, scored and ranked in Mobile Experience and Social Media will also be revealed.

Frank Dudley
Professor, Digital Marketing, Media and Innovation
Northwestern University
Brand New Media

9:15 AM—9:30 AM

Digital Excellence Awards

2016 Ranking of top Insurance, Wealth Management and Asset Management firms in Social Media and in Mobile Experience.

9:30 AM—10:00 AM

The Future of Digital Advice and the Client Experience

Martin Attiq will discuss the emergence of digital advice as an important component for financial advisory services. Martin will discuss how digital advice is being integrated into the overall client experience with a financial advisor and how SigFig’s partnerships with firms like UBS and Wells Fargo Advisors are transforming the way clients interact with financial institutions.

Martin Attiq
Vice President of Strategic Partnerships
SigFig Wealth Management

10:00 AM—10:15 AM

Coffee Break

10:15 AM—10:45 AM

Business Case: Getting to ROI in Social Media

Mr. Dones, will present a case on the evolution of the social channel at USAA. He will cover how USAA organized around social and how the firm is driving both brand engagement and product conversion via its social channel. He and Matthew Schneider, Ph.D., Brand New Media, will also introduce a process and framework by which ROI model of the social channel was developed and how it is used to rationalize investment in the social channel.

Frank Dudley
Brand New Media
Professor, Marketing Management, Digital Marketing, Media and Innovation
Northwestern University

Vijay Viswanathan, Ph.D.
Lead Analyst
Brand New Media
Professor, Statistics, Analytics and Integrated Marketing Communications
Northwestern University

10:45 AM—11:30 AM

Digital Strategy Panel

Digital strategists from some of the largest and most successful financial services firms will discuss where digital is having the greatest impact on the business and strategies and plans for digital in 2017. The discussion will primarily focus on customer experience innovation and how data is being utilized to drive more personalized marketing with advisors and customers across multiple channels. Digital tools and technologies required to meet these business objectives will also be discussed.

Bryan Van Dyke
Managing Director and Head of Digital
Morgan Stanley

Scott Roen
Managing Director, Global Digital

Brian Robinson
Senior Vice President, Wealth Management Digital Delivery
Northern Trust

Michael Duffy
Global Director of Digital Marketing
Bank of America Merrill Lynch

Michael Eisenreich
Global Head of Content, Creative & Digital Marketing
Bloomberg LP

11:30 AM—12:00 PM

Organizing for Growth: A Customer-Centric Approach

Ms. Segreto has served as CMO of one of Prudential’s largest lines of business and now leads marketing and communications for Prudential’s Center for Next Generation Growth. The Center is a new group within Prudential that is dedicated to developing simplified products and outcome-oriented solutions to meet evolving customer needs and preferences, and a technology-enabled, multi-channel model to better engage with its customers.

Kara Segreto
Vice President, Center for Next Generation Growth
Prudential Financial

12:00 AM—1:30 PM

Lunch & Chief Marketing Officer Panel

A panel of CMOs from some of the largest financial services firms will discuss the role of digital marketing and media within the overall marketing organization. They will discuss the role of data/analytics within the organization, how digital media is now planned and bought, the roles of agency and consulting partners, and specific KPIs for digital will also be discussed.

Roger Adams
SVP and Chief Marketing Officer

Lauren Boyman
Managing Director and Chief Marketing Officer
Morgan Stanley Wealth Management

Saras Agarwal
Managing Director, Head of Marketing Programs

Melissa Wall
Senior Vice President, Marketing
CNL Financial Group

Deirdre Bigley
Chief Marketing Officer
Bloomberg LP

1:30 PM—2:15 PM

Workshop and Business Case: How to Develop an ROI Model for Omni-Channel Marketing

Jordan Upton, Director of Analytics for Hartford Funds and Vijay Viswanathan, Ph.D., Brand New Media, will cover the business challenge and process for developing and implementing and an omni-channel ROI model.

Jordan Upton
Director, Marketing Analytics
Hartford Funds

Vijay Viswanathan, Ph.D.
Lead Analyst
Brand New Media
Professor, Statistics, Analytics and Integrated Marketing Communications
Northwestern University

—Founding & Current