Sept. 11, 2018
First Floor Main Gallery
First Floor Main Gallery
09:00 - 09:30
The Arrival Experience
Join Human Element and eCommerce professionals from across Michigan in morning Networking over coffee and breakfast treats. Check-in at the front desk, explore the Scarab Club art gallery, and get to know your fellow eCommerce travelers in this first event of the day.
09:30 - 10:00
Welcome & Introductions
Human Element is a 2017 & 2018 Inc. 5000 winner, a five-time FastTrack award winner, and was recently recognized as one of Michigan’s Top 50 Companies to Watch by Michigan Celebrates Small Business. We want to welcome our guests, partners and friends to a unique day-long experience learning from each other and our peers.
Ben Lorenz
Managing Partner, Human Element
Dree Ziegler
Director of Marketing, Human Element
10:45 - 11:30
Brand Loyalty & Understanding Your Customers
Have you ever said no to a product or service just because it was from a company you were not familiar with? On the other hand, have you ever gone out of your way to purchase from a company that you trust because you believed in the brand in which that product came from? Building a loyal customer base is critical in a society where choice is almost endless. In this session, we will dive into how several different companies have built a faithful customer base, the impact loyal customers have made and how understanding your customers can help set you apart from the competition.
Cathy Monday
Senior Account Manager, Human Element
Luke Bahrou
Project Management Lead, Human Element
11:45 - 12:30
Mastering the 4 Stages of Lifecycle Marketing
If you are looking at your marketing database critically, and trying to form meaningful, actionable segments for marketing campaigns — look at things from your contacts’ perspective. Someone who just signed up for your newsletter versus someone who became a customer three years ago — these are very different people and should be treated as such. In this series, Catherine Mears, Email Marketing Manager at Pentair, will dive into the stages in lifecycle marketing and will show detailed examples of weaving content specific to a person’s place in the buyer’s journey.
Catherine Mears
Email Marketing Manager, Pentair
11:45 - 12:30
Interactive Marketing Panel
As digital marketing rapidly evolves, every eCommerce team is trying to stay ahead of the curve in terms of technology, strategy and tools. In this marketing roundtable, we’ll hear from four current eCommerce marketers about how they’re addressing challenges in the digital marketing space. We’ll look at different approaches to email automation, PPC advertising, SEO, content strategy, and more. Audience participation and questions are encouraged in this moderated discussion.
Sean Phaler
Director of Digital Marketing, Ingersoll Rand
15:15 - 16:00
Getting Personal: Bringing Your Store to Life with Personalization
In this talk, we’ll take a deep dive into what’s actually working in eCommerce personalization. Are you ready for personalization? What and where should you be personalizing the user experience? What tools are critical to this part of your eCommerce business? With more than 1000 A/B tests under his belt, Josh Frank of Test Triggers will cover it all.
Josh Frank
Founder, Test Triggers
16:15 - 17:00
Agile for Your Team: Improve Efficiency, Cooperation & Technology Process
Learn practical Agile skills you can apply immediately to improve how you organize and execute your work at the team, program, or enterprise levels. We will take a look at real world agile for teams and product owners, visioning and story writing, transforming your team from tactical to strategic leadership, and how you can use Agile strategies in your organization today. We’ll discuss Human Element’s move to the Catalyst process as a key case study, as well as explore how other companies have used Agile to improve efficiency, cooperation, and problem solving. Andrea Evans and Paul Briscoe are both Certified Agile Leaders, and have spearheaded the Agile process move at Human Element.
Andrea Evans
Director of Project Management, Human Element
Paul Briscoe
Director of Development, Human Element
The eCommerce Fraud Index and How You Compare To Peers In Your Industry
Each vertical within online retail faces different fraud challenges. The eCommerce Fraud Index provides in-depth coverage for 8 major verticals across 8 quarters with trends and insights for each type of eCommerce fraud. This free resource provides an unprecedented amount of comparative data to help merchants measure the performance of their fraud prevention efforts. Join this session to understand the changes taking place in your industry, the latest threats, and how eCommerce fraud impacts your entire business.
Eric Negler
Head of Strategic Partnership, Signifyd
5 Marketing Predictions for The Next 5 Years​
The next several years will be a transformative period for eCommerce and retailers of all shapes and sizes. Among the challenges marketers will face are the continued explosion of new channels and customer data as well as the rising customer demands for relevance and personalization. The reality of the matter is: marketing is moving beyond human capacity. To deliver on the promise of marketing, marketers will need to rely on a world of data science, machine learning and artificial intelligence, if they are to be successful. In this discussion by Emarsys, hear some of the top marketing predictions for the next five years and how new technologies — including AI and machine learning — are about to revolutionize the marketer’s role.
Lindsay Tjepkema
Marketing Director, Emarsys
Supporting the B2B Internal Customer
At a period in time when so much of what we do is becoming automated, customized, personalized and one-click-away, it’s surprising to see how many internal processes are still lagging behind. In this session, we will dig into specific examples and discuss how the now-expected commerce practices of the B2C world are helping to move internal purchasing clients into the future.
Judy Foster
Director of Experience Design, Human Element
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