Agenda

Day 1 | September 11, 2019

"How-To" Stage: Hall 6, C-80 (right next to the World of Agencies)

Die Stimme des Verbrauchers nutzen, um neue Kunden zu gewinnen und das Engagement zu fördern, den Online- und Ladenverkauf zu steigern, die Erwartungen der Verbraucher von morgen zu identifizieren und eine Gemeinschaft von Botschaftern zu schaffen, sind für Einzelhändler und Marken von zentraler Bedeutung.

Erfahren Sie mit uns, wie Sie dank Consumer Generated Content ein authentisches Einkaufserlebnis im Zeitalter von Smart Phygital schaffen können.

Leveraging the consumer's voice to acquire new customers and drive engagement, increase online and in-store sales, identify the expectations of tomorrow's consumers, and create a community of ambassadors are key priorities for both retailers and brands.

Join us to find out how to deliver an authentic shopping experience in the era of Smart Phygital thanks to Consumer-generated Content.

Julia Stark-Mumma, Senior Solutions Consultant, Bazaarvoice

Session language: German/Deutsch

Social media isn't just for marketers anymore. No matter what your role, social media data has actionable insights which enhance the work you do. The problem is that social data is siloed in different departments. In this session, you'll learn how social data impacts seven different roles in your organization (in ways you may have never considered), practical methods of using social data in different departments, and how you can break down social silos and make each other more successful.

Andrew Simmons, Product Marketing Senior Manager, Salesforce

Session language: English

Jan Ellers, Customer Intelligence at BASF, will discuss the 3 key data-driven steps he follows to make B2B marketing more successful:

1. Listen: what do you really need for success?
2. Learn: bring your all your data into one place
3. Act: use your data to get closer to your customers

Jan Ellers, Customer Intelligence, BASF

Session language: English

Get in touch with Stephanie Buscemi, Salesforce CMO, at an exclusive Q&A session and explore in more detail what’s changing in our Marketing world and how we are building trust with consumers in an always-on world. The next generation of admired brands has to rethink their approach to trust in order to drive customer loyalty and growth. It’s a value that can’t just be a talking point—it must be a first-order principle that rests on transparent practices and consumer choice.

Session language: English

In Zeiten von steigenden Akquisitionskosten für Neukunden und mächtigen Plattformen als Gegner ist eine starke Kundenbindung für Unternehmen mit Nischenprodukten wichtiger denn je. Doch wie gelingt wirklicher Kundenfokus und Personalisierung ohne gigantische Budgets oder Horden von Data Analysten? In der Session bekommst du 5 echte Strategien mit konkreten Kampagnen und Maßnahmen aus der Praxis gezeigt, die deine Kunden begeistern und an dich binden: Von personalisierten Paketbeilegern, einem Kundenclub mit echtem Mehrwert über die kleinen Schritte von der 1:n zur 1:1 Kommunikation bis hin zu der Frage „Ist der Kunde König?“ bekommst du Inspiration und Tipps für deine Marketingaktivitäten an die Hand.

Janos Bluhm-Saffran, Manager Marketing, Customer Akquisition & CRM, Food Explorer / Don Carne GmbH

Session Sprache: Deutsch

Are you looking for ways to unlock more value from the rich data being collected across your digital properties to drive personalized journeys? And to fully start utilizing the strategic data you have on your customers across systems to improve marketing impact? At DMEXCO, Salesforce and Google are coming together to help you tackle your data challenges in order to better connect and personalize the experience for your customers. Be inspired by how the Salesforce + Google Marketing Platform enables companies to make cross-channel personalization a reality, align email and advertising teams, and drive the most value from every marketing dollar.

Jan Wittek, Head of Sales - Google Marketing Platform, Google

Christa van Vliet, Google Technology Partner EMEA , Salesforce

Session language: English

Wer Technologie nutzt, muss sie auch bedienen können und den Freiraum haben, auszuprobieren. Der Vortrag adressiert wichtige Erfolgsfaktoren aus der Praxis, wenn es zu Implementierungs-Projekten kommt und beantwortet die Frage: warum ein Fahrertraining für einen Ferrari eine sinnvolle Investition ist.

Carsten Thierbach, Principal Business Analyst, Capgemini Deutschland GmbH

Sprache: Deutsch

This session will look at Scout24’s audience strategy for advertisers, delving into different approaches to selecting targeted/defined audiences, creating a clear campaign set-up for audience optimization and examples of actual campaigns, results and efficiency gains from using 1st party data.

Rose Silford-McLoughlin, Lead – Programmatic Buying, Scout24 Media

Session language: English

12 brands, all over the world, motorcycles, low-consumption small cars, luxury vehicles, new mobility, fleet, B2B and B2C. This is Volkswagen Group. How do you scale Salesforce implementation in an environment facing such complexity and so many different requirements? Especially since the Volkswagen Group is currently paving the way for the biggest change process in its history: the realignment of one of the best carmakers to become a globally leading provider of sustainable mobility. Salesforce is a strategic partner on this journey making this rollout even more exciting.

Eva Baum, Senior Marketing Manager Digital Experience, Volkswagen Group

Session language: English

OSRAM is undergoing a massive transformation: products, business models and customer bases are constantly changing. This requires a close and efficient interaction with our customer base. We therefore decided to launch a global digitalization program to improve our customers experience. We invest in digital marketing measures, CRM and self-service portal introduction and build-up new structures, teams and processes. In the course of the session I will share my “how-to” experience from the past 3 years as global program lead.

Johannes Ihringer, Head of Digital Program Office, OSRAM GmbH

Session language: English

Often existing systems stand in the way of an optimal B2C experience. Headless Commerce gives you the power to integrate all systems into a unified shopping experience. Learn about Headless Commerce approaches and the architectures options available.  

Florian Moser, Senior Manager Solution Engineering, Salesforce

Session language: English

Wie genau kann man die Next Best Action eigentlich planen? Auf welchen Kanälen muss man wann und wie präsent sein und wie spricht man Kunden persönlich an? Wie definiert man den nächsten Schritt und wie flexibel muss man dabei sein?

“How to drive the next best action” greift diese Leitfragen auf, gibt Einblicke in Challenges aus dem Projektalltag und zeigt Ansätze und Best Practices auf. Dabei adressiert Dr. Thomas Walter die Themen Data Management, Insights, Orchestration und positives Kundenerlebnis – nicht losgelöst, sondern im Zusammenspiel: Welche Rolle hat Data Management; wann werden Insights vom Kunden wirklich relevant und was ist die richtige Balance zwischen manueller und automatischer Orchestrierung?

Dieser Vortrag hilft Ihnen, die Customer Journey Ihrer Kunden nicht nur zu verstehen, sondern optimal zu gestalten.

Dr. Thomas Walter, Head of Business Consulting, Namics - A Merkle Company

Sprache: Deutsch

Opening Keynote: Congress Hall

Despite living in the most technically advanced era of humankind, we also live in an era in which there is a crisis of trust. Trust has been eroding - trust in governments, media - and finally brands. Brands have always been built on a foundation of trust, but what’s changing today is how they’re building it with consumers in an always-on world. The next generation of admired brands has to rethink their approach to trust in order to drive customer loyalty and growth. It’s a value that can’t just be a talking point—it must be a first-order principle that rests on transparent practices and consumer choice. What can marketers do to build trust?

Stephanie Buscemi, CMO, Salesforce

Demo arena

Join us for an immersive experience, where you will embark on a live interactive customer journey across Marketing, Commerce and Service. You vote what to browse, click and interact with at each step. In this session you decide how the story will end.

Experience how Salesforce connects Northern Trail Outfitters, a cool outdoor clothing company, to their customers by knowing, personalising and engaging across each touchpoint. Because every customer is different and every journey unique.

Max Duval, Senior Director, Solution Engineering, Salesforce

Marina Zennaro, Product Marketing Manager, Salesforce

Language: English

Seminar

If you’re a modern marketer you’re engaging audiences with your brand across different regions, using different campaigns. By definition you’re using a lot of different technologies to do that. Bringing everything together – all the data that is extremely siloed across those different technologies – is a real operational problem. It makes it hard to answer fundamental questions like “What is our ROI?” or “Where should we spend next?”. Experience a live pitch and a demo of Datorama and get to know the industry standard for marketing intelligence and marketing reporting.

Oskar Stenzel, Regional Director Sales, Central Europe, Datorama

Day 2 | September 12, 2019

"How-to" Stage: Hall 6, C-80 (right next to the World of Agencies)

Machine Learning. Algorithms. AI. These terms are a fixture in podcasts, industry articles, and our daily conversations– and yet according to eMarketer, 34% of the worldwide marketing executives polled said AI was the marketing trend they felt least prepared for in 2018. Today, we'll explore ways to put these technologies into practice, from acquisition through loyalty marketing, and take inspiration from examples of how savvy brands are driving ROI from AI so you can get started on your journey too.

Andrew Simmons, Product Marketing Senior Manager, Salesforce

Session language: English

Erfahrt von Stefan Witwicki, Director Sales and Marketing, VEDA GmbH, wie ihr im Marketing zum Treiber für die Umsatzsteigerung im Unternehmen werden könnt.

Marketing- und Vertriebsteams arbeiten gemeinsam in einem Zielsystem – abteilungsübergreifende Silos werden abgebaut.

Lernt ausserdem wie digitale Marketingaktivitäten messbarer gemacht werden können, unterstützt durch eine skalierbare IT, die Ergebnisse in Echtzeit liefert.

Stefan Witwicki, Director Sales and Marketing, VEDA GmbH

Sprache: Deutsch

It’s certainly not new, but it’s still yet to be perfected! Come and join Scout24 talk through their holistic approach to 1st party data and media, with audiences at the centre of their success.

Austin Ley, Lead – Data Monetisation, Scout24 Media

Language: English

Aymeric Pezé, Head of CRM, will look at how to address and prevent silos within an organization which could affect the enrichment of customer data coming from different touch points. Becoming a customer 360 company also requires a change as to how different departments or teams work together and set a joint IT/Business strategy for one goal: leverage the data collected and improve the customer experience.

Aymeric Pezé, Head of CRM, Hospitality.Digital GmbH, a METRO Group company

Language: English

People-Based Marketing ermöglicht es Werbetreibenden ihre Kunden besser zu verstehen und Triggerpunkte im richtigen Moment zu erkennen. Für Marken ist es in unserer digitalen Welt essentiell Kundendaten zu analysieren und korrekt einzusetzen, um einen Schritt voraus zu sein. In dieser Session werden wir vorstellen wie sich Brands vorbereiten können, um einige der größten Herausforderungen der Branche zu meistern: Vom besseren Verständnis ihrer Kundendaten bis hin zur Anreicherung und Aktivierung der richtigen Zielgruppen für eine echte 360° Kundensicht.

Oliver Kanders, Chief Client Officer, zeotap

Stefan Blumenthal, Country Manager DACH, zeotap

Sprache: Deutsch

Wagen Sie ein Gedankenexperiment mit Achim Himmelreich um den Blick über den Horizont zu lenken und klarer auf die sich abzeichnenden Veränderungen im Handel zu blicken.

Achim Himmelreich, Global Head Consumer Engagement, Capgemini Deutschland GmbH

Sprache: Deutsch

Take your email program to new heights. In this session, one of our experts will share a rapid-fire stream of tips, tricks, and best practices to help you grow your email program from the ground up. Think recommendations on strategy, content, design, deliverability, and more. Get up-to-date on the foundations of email marketing and customer experience and walk away with ideas for your team that you can implement right away.

Blake Miller, Senior Director Product Marketing, Salesforce

Language: English

Die Stimme des Verbrauchers nutzen, um neue Kunden zu gewinnen und das Engagement zu fördern, den Online- und Ladenverkauf zu steigern, die Erwartungen der Verbraucher von morgen zu identifizieren und eine Gemeinschaft von Botschaftern zu schaffen, sind für Einzelhändler und Marken von zentraler Bedeutung.

Erfahren Sie mit uns, wie Sie dank Consumer Generated Content ein authentisches Einkaufserlebnis im Zeitalter von Smart Phygital schaffen können. / Leveraging the consumer's voice to acquire new customers and drive engagement, increase online and in-store sales, identify the expectations of tomorrow's consumers, and create a community of ambassadors are key priorities for both retailers and brands.

Join us to find out how to deliver an authentic shopping experience in the era of Smart Phygital thanks to Consumer-generated Content

Julia Stark-Mumma, Senior Solutions Consultant, Bazaarvoice

Commerce Cloud tracks hundreds of millions of site visits and purchases, across major geographies, to break down buying patterns and understand shopping trends. In this session, we will help you get get a deeper understanding of where to place your bets and focus your resources in the 2019 holiday season. You'll walk away from this session equipped with strategies and tactics to make 2019 a record-breaking year!

Florian Moser, Senior Manager Solution Engineering, Salesforce

Language: English

Transform your team's approach from producing quick-turn, ad-hoc email campaigns to customer-centric, personalized journeys. In this session, a Marketing Cloud guest speaker will share a five-step framework for journey success that you can immediately apply to your organization. We'll cover team structure and roles, how to select and prioritize the experiences to tackle first, the four pillars of journey strategy, and how to spot and avoid common obstacles.

Blake Miller, Senior Director Product Marketing, Salesforce

Language: English

 

Creating the perfect message and journey is a formula. It's often a mix of data and marketer intuition. In this session, we'll dissect both the art and science of creating the most effective journeys and marketing messages. Join us as we explore best practices for the messaging and journey design process, plus explain the data-driven and AI-powered tools that are becoming more common to help you optimize decisions, test assumptions and personalize every interaction.

Andrew Simmons, Product Marketing Senior Manager, Salesforce

Language: English

 

US ecommerce is set to tip $6bn in 2020 and cannot be overlooked. One of the barriers for success is navigating the complex requirements with US Sales Tax. With over 14,000 jurisdictions, even finding the right tax rate can be a challenge, let alone keeping up with the various filing requirements and changing legislation. Get the latest updates and learn how companies are turning to tax technology solutions in their ecommerce checkouts, billing systems and ERPs to automate compliance.

Join Mark Carpenter as he outlines current and future tax landscape and how other businesses are using technology to automate the tax process.

Mark Carpenter, Senior Manager, Strategic Alliances – EMEA, Avalara

Language: English

If you’re a modern marketer you’re engaging audiences with your brand across different regions, using different campaigns. By definition you’re using a lot of different technologies to do that. Bringing everything together – all the data that is extremely siloed across those different technologies – is a real operational problem. It makes it hard to answer fundamental questions like “What is our ROI?” or “Where should we spend next?”. Experience a live pitch and a demo of Datorama and get to know the industry standard for marketing intelligence and marketing reporting.

Oskar Stenzel, Regional Director Sales, Central Europe, Datorama

Language: English

Debate Stage

Jens Thiemer, SVP Brands & Consumer, BMW

Stephanie Buscemi, Chief Marketing Officer, Salesforce 

Language: English

 

DMEXCO

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