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Agenda: BRITE '13

March 4-5, 2013
Roone Arledge Auditorium, 1st Floor, Alfred Lerner Hall
Columbia University, 116th Street and Broadway, New York City

Day 1: Monday, March 4th

8:00 am – 8:45 am – REGISTRATION and NETWORKING
8:45 am – 10:40 am – SESSION 1
Gita Johar
A Welcome from Our Senior Vice Dean
Gita Johar
Senior Vice Dean, Meyer Feldberg Professor of Business
Columbia Business School
Steve Rubel
The Content Imperative
Steve Rubel, Chief Content Strategist, Edelman

    As media consumption becomes more digital and dispersed, businesses are beginning to think and act like media companies by investing in their own content assets. At the same time, media companies are looking to create new revenue streams by distributing corporate content. During this session, Steve will discuss why and how businesses can both emulate and partner with media companies in new ways by embracing the content imperative.

 
Liz Schimel Ava Seave
Innovating Media Models for a Mobile Consumer
Liz Schimel, EVP & Chief Digital Officer
Meredith National Media Group

Ava Seave, Principal, Quantum Media Group
Co-Author, Curse of the Mogul

    We all know that today's consumer is always "on the go", but what does that really mean for the brands that want to reach her? Is it about the screen? The timing? The offer/message? Or a specific combination of all three? Liz can share her insights from some of the biggest brands in the world - including Better Homes and Gardens, and Allrecipes.com - on how they are shifting the mobile engagement and conversation with consumers and marketers.

Miklos Savary
The Truth about Mobile Advertising: Does it even work?
Prof. Miklos Sarvary, Faculty Director, Media Program
Columbia Business School

    Mobile display advertisements are the world’s fastest growing ad format – despite their tiny size and severe constraints in transmitting information to consumers. Prof. Sarvary will share the surprising findings of a new study that analyzed 54 mobile ad campaigns across dozens of product categories.  Discover the truth about when and how these simple messages can be effective in influencing consumers.

10:40 am – 11:05 am – NETWORKING BREAK
11:05 am – 1:00 pm – SESSION 2
Michael Hagan
Using Gamification to Engineer a New Payment Economy
Michael Hagan, Chief Rockstar & Chief Operating Officer, LevelUp

    Mobile payments is a myth. The true shift in payments has very little to do with paying with one's phone, but rather with changing the economics and consumer experience of payment. Technology is driving interchange to zero and simultaneously enabling companies to leverage data and better engage their customers. Join Michael J. Hagan, COO of LevelUp, as he takes a deep dive into the future of mobile payments, and how game-like elements are engineering a fundamentally new payment economy.

Rick Ferguson Matthew Quint
How Brick and Mortar Can Leverage the Mobile Future
Rick Ferguson, Vice President, Knowledge Development, Aimia
Matthew Quint, Director, Center on Global Brand Leadership

    The "mobile showrooming" phenomenon creates new challenges for retailers, now that consumers can price shop in the palm of their hands. New research from the Center on Global Brand Leadership, supported by Aimia, examines more precisely how consumers are using their smartphones and tablets in-store, and how retailers can best leverage this mobile world to drive loyalty and get shoppers to the check-out counter.

Ric Dragon
Interactive Workshop: Strategic Planning for Social Media Marketing
Ric Dragon, CEO & Co-Founder, Dragon Search
Author, Social Marketology

    The constant change and growth of social media presents an incredible challenge to marketers. Ric Dragon, author of Social Marketology, will present a framework that will guide participants in creating a social media marketing strategy and action plans. There will be an interactive demonstration of micro-segmentation brainstorming, along with a hands-on session on crafting an action plan to solve the needs of diverse organizations.

1:05 pm – 2:05 pm – LUNCH
2:05 pm – 3:35 pm – SESSION 3
Kaaren Hanson
Creating a Culture of Rapid Experimentation
Kaaren Hanson, Vice President of Design Innovation, Intuit

    To flourish in the innovation age, companies must change how decisions are made, and how leaders lead. Companies must empower employees at all levels to run fast, cheap experiments, and challenge them to bring that learning and data into the discussion, allowing the best ideas to win out.  In this session, you will hear about Intuit's own journey, and about the principles for any company, big or small, to create a culture where rapid experimentation and innovation can thrive.

Shuffle Concert
Can Live Music Be Like My iPod?
Shuffle Concert Ensemble, Presentation

    Eliran Avni, a Julliard-trained pianist, believes the answer should be yes. Spurred by a desire to innovate the chamber music experience, he created The Shuffle Concert, an ensemble that performs pieces in a range of musical styles and lets the audience decide which piece will be played next.  Eliran and his ensemble members talk about thier disruptive vision for the future of classical and chamber music. (We might just get an encore from them at day's end...)

Pete Koomen
Beat the Back Button:
How Obama, Disney, and Crate & Barrel use A/B Testing to Win
Pete Koomen, Co-Founder & President, Optimizely

    The average conversion rate across the entire web is 2%. That means 98% of visitors to your website hit the back button and don't convert into customers. The most powerful way to turn clicks into customers is to improve your website through A/B testing. In this talk, Pete Koomen will inspire you to start testing today by sharing best practices & lessons learned from over 3,500 customers that have run over 100,000 A/B tests using Optimizely.

3:35 pm – 3:55 pm – NETWORKING BREAK
3:55 pm – 5:30 pm – SESSION 4
David Rogers
The Power of (Big) Data in a Networked World
David Rogers, Exec. Director, BRITE
Author, The Network Is Your Customer

    In a world of social networks, mobile computing, and billions of smart sensors, we are now awash in data. New tools to harness data are powering self-driving cars, lifecasting athletes, and real-time flu-tracking. For businesses, big data poses new challenges, and demands new kinds of leadership. But for those who can master it, data will offer incredible sources of innovation and customer insight, and provide the answers to some of marketing's most vexing questions.

Bernd Schmitt
The Century of the Asian Consumer
Bernd Schmitt, Executive Director, Institute on Asian Consumer Insight

    Asia will soon represent the most important market in the world. Successful global brands will need to continually research and better understand the nuances of Asian consumers, and the Asian brands they will compete with in those markets. In the future, the Asian region will be setting trends not just in Asia, but within 5 to 10 years, in the rest of the world. Find out why our myths and assumptions about Asian consumers need to be rethought for brands to succeed in the Asian century.

Sree Sreenivasan
Disrupting the Future: Is Higher Education #Over?
Sree Sreenivasan, Chief Digital Officer, Columbia University

    As countless business giants have learned, disruptive new technologies can radically transform an industry overnight. Today, a new wave of startups is rethinking the entire concept of learning, from the Khan Academy’s global tutoring, to the explosion of Massive Open Online Courses (MOOCs).  But while they are already attracting millions of students, MOOCs have yet to develop a business model. What should the future of higher education look like? And what lessons must every industry learn about responding to the rise of disruptive innovation?

5:30 pm – 7:00 pm – SCHMOOZE Wine and Beer Reception


Day 2: Tuesday, March 5th

8:20 am – 8:50 am – REGISTRATION and NETWORKING
8:50 am – 9:45 am – MORNING PLENARY
Charles Duhigg
The Power of Habit:
How Target knows what its customers want before they do
Charles Duhigg, Author, The Power of Habit
Journalist, The New York Times

    In The Power of Habit, award-winning New York Times business reporter Charles Duhigg takes us to the thrilling edge of scientific discoveries that explain why habits exist and how they can be changed. Along the way we learn how some companies study customers' automatic behaviors – and why Target can use these insights to know when consumers are pregnant, even before their parents do. We visit laboratories where neuroscientists explore how habits work and where, exactly, they reside in our brains. At its core, The Power of Habit contains an exhilarating argument: The key to losing weight, raising exceptional children, building revolutionary companies and social movements, and achieving success is understanding how habits work.

9:45 am – 10:05 am – NETWORKING BREAK
10:05 am – 11:00 am – PARALLEL BREAK-OUTS 1
Kerry Trainor John Montgomery Larry Aidem Michael Keriakos Jonathan Knee
Branded Content and Online Video: Opportunities and Obstacles
Kerry Trainor, CEO, Vimeo
John Montgomery, COO, GroupM Interaction, NA
Larry Aidem, President and Founder, IconicTV
Michael Keriakos, Co-Founder and President, Everyday Health
Jonathan Knee, Senior Managing Director, Evercore Partners

    The explosion of on-line video has opened vast new horizons for innovative marketers. Acceptance of this new media by buyers and brands, however, has significantly lagged that of its audience. Some of the industry's most thoughtful and creative participants will discuss the changing role of on-line video in brand strategies and what the future holds more broadly.

Caroline Donahue
Anticipating and Navigating the Convergence of Digital Marketing
Brennan Carlson, Vice President of Corporate Strategy, Lyris, Inc.

    Much as sharks need to continuously swim in order to survive, the digital marketer has to be continuously evolving. The first half of this workshop consists of a practical primer on digital marketing trends and how to manage the rapidly changing nature of this marketing channel, featuring real-world case studies. The second half will be an interactive session examining some of the conventional wisdom on which ways the digital landscape will evolve in the next five years, and considering how savvy marketers must evolve to meet the challenges of digital change.

Rita McGrath
The End of Competitive Advantage and the Innovation Imperative
Rita McGrath, Author, Discovery Driven Growth
Associate Professor, Columbia Business School

    The holy grail in strategy has long been the quest for a sustainable competitive advantage. With a sustainable advantage, your most important competitors were within your own industry, and innovation wasn't necessarily top of mind. When advantages are increasingly transient, however, you can't count on exploiting a given position for long and innovation becomes central. Rita McGrath will offer her perspective on how this changes the playbook for strategy.

11:00 am – 11:15 am – NETWORKING BREAK
11:15 am – 12:10 pm – PARALLEL BREAK-OUTS 2
Shiv Singh David Haroldsen Mike O'Toole
Global Brands, Unconventional Marketing Investments
Shiv Singh, Global Head of Digital, PepsiCo
David Haroldsen, Creative Director, Intel's Creators Project
Mike O'Toole, President, PJA Advertising + Marketing

    Intel and Pepsi are each reshaping the role of their brands through marketing investments that have nothing to do with advertising and self-promotion. These global leaders are forging unique partnerships that leverage technology to create advantage for the companies and give back to their customers. Through Digital Labs, Pepsi is investing an average of 10% of the company's marketing budget to support technology start-ups. Intel's Creators Project is a global network that celebrates the intersection of creativity, culture and technology. Both have created major social buzz, and help make their brands relevant to a new generation of consumers.

Greg Silverman
Market Simulation Modeling: Attributing the Value of Every Touchpoint to ROI, Sales, and Brand Equity
Greg Silverman, CEO & Founder, Concentric ABM

    Dissatisfied with existing approaches to measuring marketing effectiveness and predicting the impact of marketing investments? For years, managers have relied on techniques that used historical data to predict future performance but ignored the emergence of new competitors and non-traditional marketing touchpoints. This interactive session will introduce participants to a new, strategy-based simulation platform that helps marketers make better investment decisions by testing "what-if" scenarios and analyzing impacts on sales, brand equity, and touchpoint attribution.

Jean Brandolini-Lamb Madhur Aggarwal
Brands Need to Be Human, Marketing Needs to Run Like a Business
Jean Brandolini-Lamb, VP, Global Branding, SAP
Madhur Aggarwal, VP, Head of Strategy, Office of CMO, SAP

    CEO's know that the tsunami of data is radically changing buyer behavior and reinventing business models. They need CMOs to help them navigate a new world of marketing that is no longer B2B or B2C but P2P – "People-to-People." To build any strong company it is important to develop clear strategies that humanize your brand, and set up your marketing department to run like a business. This interactive session will use the transformation of SAP to highlight the need to merge both the art and the science of marketing.

12:10 pm – 12:25 pm – NETWORKING BREAK: Return to Auditorium
12:25 pm – 1:00 pm – CLOSING PLENARY
John Gerzema
The Athena Doctrine: How Women (And the Men Who Think Like Them) Will Rule the Future
John Gerzema, Exec. Chairman, BAV Consulting
Author, The Athena Doctrine

    Today, feminine values are ascending around the world. The most innovative women and men alike are breaking from traditional structures to find new ways of leading and solving challenges. These are the findings of a new two-year survey of 64,000 people in 18 nations and interviews with global political leaders, educators, and businesses. The data show that countries that think in a more feminine way have a higher per capital GDP, and people who think in a more feminine way are nearly twice as optimistic about their future. Feminine values don't belong to one gender, but are a new form of innovation and competitive advantage for today's world.

1:00 pm – END OF CONFERENCE