Path To Purchase in a Digital Age presented by NBC Universal

9:00am

General Session

SEARS HOLDINGS - BUILDING PERSONALIZED DIGITAL RELATIONSHIPS
As marketers continue to migrate toward targeted, one-to-one relationships with their customers, Sears Holdings has leveraged digital and social techniques to change the way they listen, communicate, engage, develop content, and network with their customers. Acknowledging that today's shopper is very different from ten years ago, Sears Holdings has built an integrated digital offering and communication strategy that puts them in the forefront of the digital retail experience. Their advancement in the digital and social space has garnered Sears Holdings recognition as the seventh most-recognized social retail brand, out of over 2,000 popular brands, by the Vitrue Social Media Index. In this session, Sears Holdings' CMO will share case studies, successes, and current challenges as they pursue their vision of building a relationship with each of their customers.

Richard Gerstein
Senior Vice President, Marketing
Sears Holdings Corporation
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NBC UNIVERSAL – DRIVING ROI THROUGH CONSUMER PURCHASE BEHAVIOR INSIGHTS
In this session we will discover creative strategies for using brand equities and multiple platforms to help marketers drive ROI through leveraging customer insights on purchase behavior. Case studies that drive strong top-of-mind awareness, intent to purchase, and brand advocacy will also be discussed.

Dr. Janet Gallent
Vice President, Consumer Insights and Innovation Research
NBC Universal, Inc.

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TELEMUNDO – DISCOVERING ‘WHAT LATINAS WANT’
The 'What Latinas Want' study presents the evolution of Latina women on critical topics: choices, finance, health, beauty, technology and their journey to empowerment. This presentation highlights the new breed of Latina consumers "on the path to purchase" emerging in the U.S. today. While the Latinas live parallel lives with Non-Latinas, there are distinct differences that this study reveals.

Jennifer Getson
Vice President of Audience Research
Telemundo

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MULTI-SCREEN CASE STUDY:  FORD MOTOR COMPANY AND MICROSOFT ADVERTISING
How do you engage your audience with branded content across multiple screens and leverage existing original Web content? Come to this session, and you'll learn how Ford Motor Company teamed up with Microsoft Advertising to build awareness for Ford Sync through branded experiences across MSN, Xbox Live, and mobile. The "Ford Play It 4-Ward" campaign launched in mid-November with a multi-screen effort, combining PC, mobile, and in-game ads. A first of its kind, the campaign used original content from the Web to create mobile, Web, and native applications for Windows Phone, Blackberry, iPhone, and Android, showing that not only is mobile becoming a "must have" part of the marketing mix, but it can extend multimedia experiences to on-the-go consumers in an immersive and unified manner. Ford and Microsoft will discuss the campaign from conception to execution, sharing obstacles, results, and insights throughout the process. 

Brian Bos
Senior Vice President, Team Detroit
Mindshare

Jeff Plaisted
National Sales Manager
Microsoft Mobile Advertising

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1:15pm

General Session cont.

BOOZ & COMPANY- SHOPPER MARKETING: BUILDING WORLD-CLASS CAPABILITIES ALONG THE FULL PATH TO PURCHASE
Shopper marketing's potential is rooted in its focus on gathering insights about consumers when they are in shopping mode and applying these insights to influence their purchase decisions. Though it continues to be one of the fastest-growing and most-promising areas of marketing spending for consumer packaged goods (CPG) manufacturers and retailers, shopper marketing has reached a major crossroads. To maintain its growth and fulfill its promise, shopper marketing must evolve beyond a siloed, tactical practice and become a strategic capability that is better integrated with other major investments across the marketing and media ecosystem. Learn more about how to build a world-class shopper marketing capability, based on recent insights from Booz & Company's Shopper Marketing 3.0 study conducted in collaboration with the Grocery Manufacturers Association and recent client work.

Matthew Egol
Partner, Consumer Media & Digital Practice
Booz & Company

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