Marketing Technology Boot Camp 2017 Schedule

Click on a session below to see full descriptions and speakers or view the entire program by track.

    Track MS: Marketing Strategies
    Track TM: Technology Issues for Marketers
    Track B2B: B2B Marketing Jump Start
    Track CM: Content Marketing Fundamentals
    Track DM: Data for Marketers
    Track MM: Marketing Mix
    Post-Conference Workshops

Tuesday, November 28, 2017
8:30 a.m. - 9:00 a.m.
  • Keynote - Build Customer Conversations (Not Impressions): A Keurig Green Mountain Digital Success Story
  • If you could live with your customer for a day, what would you learn? What would they learn? What about for 2 days? A week? Every day of the year? This isn’t a hypothetical scenario for Rachael Schwartz at Keurig Green Mountain. As the company’s VP of product management and GM for Keurig’s IoT undertaking, Schwartz oversees the company’s consumer beta testing of connected coffee makers, yielding over 5 million brews and counting. And what has her team learned? That most of us are looking at smart devices wrong. It’s not about the latest trick of technology—it’s about a two-way conversation that creates a dynamic loop between a company and its customers. Companies focus on data-collection alone when they should focus how that data can continually make the user’s experience that much better and stickier. By sharing beta test data and communications test results, Schwartz demonstrates how companies can deepen relationships with consumers and change habitual behaviors when day-to-day, connected interactions in the home meet dynamic marketing.

    Frank Gilbane, Founder, Bluebill Advisors, Gilbane Conference
  • Rachael Schwartz, VP, Product Management & General Manager, Keurig Connect, Keurig Green Mountain
9:00 a.m. - 9:30 a.m.
  • Keynote - Let’s Get Emotional: Creating Deeper Customer Connections With Emotion AI
  • We live in a world full of advanced technology with massive cognitive capabilities. Our interactions with these systems are becoming more relational and conversational, but something is missing: They lack social and emotional skills, making for superficial and ineffective connections. This impacts how humans interact with technology, how we communicate with each other in digital contexts, even how businesses interact with their consumers. Artificial emotional intelligence, or emotion AI, bridges this gap. This talk explores how emotion AI works, where it’s being used today, and where we see it going in the future.

    Frank Gilbane, Founder, Bluebill Advisors, Gilbane Conference
  • Gabi Zijderveld, CMO, Affectiva
9:30 a.m. - 9:45 a.m.
  • Diamond Sponsor Keynote - Adaptive Content Strategy: How To Increase Your ROC (Return On Content)
  • With a dramatic decline in attention spans, the only way to get your message across to your customers is to tailor it to their context and persona. Adaptive content strategy enables you to deliver contextually appropriate messages for different audiences with less content. In this talk, we will explore how structured content can enable an adaptive content strategy for your organization and the benefits you can accrue from it.

    Juhee Garg, Senior Product Manager, Adobe
9:45 a.m. - 10:30 a.m.
  • Break & Technology Demonstrations in the Showcase
10:30 a.m. - 11:30 a.m.
  • MS1: Leveraging Data and Design To Make A Long Story Short
  • "Storytelling" is crucial to building and evolving successful companies. Infographics and data visualizations can help you present complex solutions and value propositions and bypass "too long; didn't read". Both data analysts and designers can plan their infographics from the start to be brief, easy to read on a page, screen, or wall, and optimized to communicate the value in any project or proposition. Learn how to create infographics that tell stories without being over-designed.

    Michael Sweeney, CPSM, Design-product Systems -- "Marketing Excellence for Design Professionals"
  • TM1: Best Practices for CRM Integration With Marketing Automation
  • Integrating CRM with marketing automation can be technically easy, but getting results is a bit trickier. In this session, learn best practices for approaching CRM integration as a marketer and nurturing and lead feedback methods to get sales and marketing aligned. We also cover common mistakes and how to avoid them. This is a can’t-miss session if you are just implementing marketing automation or have already deployed and are having some challenges.

    Danny Estrada, Founder, E Squared
  • B2B1: Sales Is Your Customer: Changing the Story From MQLs & Raw Leads to ‘Revenue Influence’
  • Because powerful marketing automation tools like Marketo have given marketers the opportunity to build powerful empires (with little or no input from sales), today’s marketers often forget that demand generation supports the sales team. To gain credibility with important internal stakeholders, modern marketers should be conversant in relaying their success in both Marketo and This session covers why marketing-qualified leads (MQLs) are passé; comparative jargon for Marketo and SFDC; the “wow” factor of Marketo’s Sales Insight module in SFDC; and showcasing your success via SFDC dashboards. This session is applicable to all levels of experience, from novice to expert.

    Suzanne Kushner, Marketing Technologist |Sr. Marketing Operations Professional, The Kushner Group
11:45 a.m. - 12:45 p.m.
  • MS2: Simple Questions That Magically Make Crafting an Effective Marketing Strategy Easy
  • Learn the three simple, magical questions that can make you a great marketer in both the digital and non-digital worlds. Whether you have to create a company flyer, promotional video, or digital marketing plan for next year, these three questions will open your eyes to the simplicity of what you are really trying to accomplish. If you’ve ever struggled with the creation of marketing goals and objectives, you will experience a powerful “aha” moment in this lively and thought-provoking presentation. Even seasoned marketing experts can take away knowledge they can use immediately.

    Robert Bergman, Professor of Marketing, Lewis University
  • TM2: Practical Tips & Best Practices for Marketing Automation Mastery
  • Learn what you need to do to evolve from beginner to expert within your marketing automation platform. It doesn’t matter what platform you use—Pardot, Eloqua, Hubspot, Marketo, or an alternate marketing automation platform: This session gives you practical tips that you can start using today. Learn how to turn leads into customers, scoring and nurturing basics, how to split test campaigns, and how to create dynamic content. This session teaches marketers to create tech-savvy and performance-driven marketing campaigns using their existing automation tools.

    Carla Fedrigo, Marketing Director, Infrascale
  • B2B2: How to Effectively Reach & Engage C-Level Prospects
  • B2B firms selling products and solutions that have long sales cycles, a relatively high price tag, and a significant impact on their customers’ organizations frequently face a unique and difficult marketing challenge: how to meaningfully capture the attention of C-level executives and successfully move them further in the sales cycle. Learn the five key steps to executing a successful C-level-focused marketing campaign.

    Daniel Konstantinovsky, President, RH Blake
12:45 p.m. - 2:00 p.m.
  • Lunch & Technology Demonstrations in the Showcase
2:00 p.m. - 3:00 p.m.
  • MS3: The ROI of Content Marketing: What Makes Thought-leadership Effective?
  • What makes thought leadership valuable and how does that translate into measurable business impact? Using case study examples we will learn how to remove risk from buying decisions and shorten the sales cycle using a number of qualitative techniques such as delivering the right value propositions and using high quality research based insights. To prove value we will take a look at the metrics that matter and learn how to quantify the value and impact of our efforts.

    Leslie Ament, Retail Research Leader, Deloitte LLP
  • TM3: How To Pick the Right Marketing Automation Tool for Your Business: Going Beyond a Feature Comparison Checklist
  • The growing complexity of B2B Marketing Automation – still a nascent, but fast growing field – creates challenges for executives and practitioners trying to answer the question "What exactly will we get for our money?" If you're thinking of implementing Marketing Automation and not sure where to start, or if you've inherited a system and not sure if it's the right one for your business, this session is for you. We will go beyond the standard features checklist and look at the Business Problems you're trying to solve. Specifically, we'll review:

    • Differences in Email Marketing Tools and Marketing Automation Solutions
    • How Marketing Automation Solutions are typically priced
    • Reporting and Analytics features to consider
    • Understanding CRM integration and what that means
    • Lead Augmentation + Data Enhancement

    Suzanne Kushner, Marketing Technologist |Sr. Marketing Operations Professional, The Kushner Group
  • B2B3: 5 Steps to Jump-Start Your Account-Based Marketing (ABM) Program
  • Effective account-based marketing programs do more than use traditional tactics against target account lists. They fundamentally shift what you measure, how you score leads, and which actions trigger campaigns. In this session, attendees learn how to jump-start their ABM programs and leave understanding the four questions every organization must answer to determine if ABM is right for them. Also discussed are common pitfalls to avoid when selecting accounts, sample triggers that shift nurture programs into account-based overdrive, and, critical measurement considerations.

    Samantha Stone, Author, Founder & CMO, The Marketing Advisory Network
3:00 p.m. - 3:30 p.m.
  • Break & Technology Demonstrations in the Showcase
3:30 p.m. - 4:00 p.m.
  • Solution Sessions
  • These 30-minute sessions provide a brief look at some of the cutting-edge solutions that are available for marketing professionals. Attendees have the opportunity to hear directly from marketing vendors about a variety of technologies, including analytics, lead generation, B2B and B2C marketing, social and mobile marketing and more.

  • These 30-minute sessions provide a brief look at some of the cutting-edge solutions that are available for marketing professionals. Attendees have the opportunity to hear directly from marketing vendors about a variety of technologies, including analytics, lead generation, B2B and B2C marketing, social and mobile marketing and more.

  • These 30-minute sessions provide a brief look at some of the cutting-edge solutions that are available for marketing professionals. Attendees have the opportunity to hear directly from marketing vendors about a variety of technologies, including analytics, lead generation, B2B and B2C marketing, social and mobile marketing and more.

4:00 p.m. - 5:00 p.m.
  • MS4: PANEL—The Good, the Bad, & the Ugly of Building a World-Class Marketing Operations Team
  • Every time you come to a conference, you only hear the “perfect” story. Join us as we go behind the scenes of the perfect story and share the good, the bad, and the ugly of what it takes to build a world-class marketing operations (MO) group. The expert panel provides insights into the roles and key activities of MO, skills and team composition, and the impact of the MO function on results, such as contribution to pipeline and ROI. In addition, an online app is used and the audience is invited to join the dialogue.

    Debbie Qaqish, Principal Partner & Chief Strategy Officer,, The Pedowitz Group
  • Claudine Bianchi, CMO, Click Software
  • Monique Bonner, CMO, Akamai Technologies
  • Kirby Wadsworth, CMO, Bayshore Networks
  • Christine Nurnberger, CMO, Bottomline Technologies
  • Bernd Leger, CMO, CloudLock
  • TM4: Becoming a Data-Driven Decision Marketing Executive
  • Traditionally, marketing was stronger in creativity than in analytics. Modern marketing requires you to be good at both. Great customer experiences are not achieved without gathering and analyzing the data for each customer interaction and adapting your outreach and content to the changing needs of buyers. If your organization is stuck reporting in silos on the effectiveness of individual marketing campaigns, you are not alone. This presentation shares five concrete steps to evolving marketing to become more data-driven in your decision-making.

    Kevin Joyce, CMO & VP, Strategy Services, The Pedowitz Group
  • B2B4: How B2B Leaders Are Amplifying Their Account-Based Marketing (ABM) Online
  • So you want to run account-based marketing. You have your target account list, now what? Learn the five needle-moving techniques used by top B2B organizations to engage their target accounts digitally and at scale. From awareness to lead generation, all the way through to advocacy, ABM needs to be done thoughtfully and measured. This presentation explains how top marketers tackle ABM.

    Alexander Kesler, Founder & President, inSegment
5:00 p.m. - 6:00 p.m.
  • Reception & Technology Demonstrations in the Showcase
Wednesday, November 29, 2017
8:30 a.m. - 9:30 a.m.
  • Keynote - Disruption—Is Enough Really Enough?
  • Many companies, including media and publishing companies, are embarking on transformation initiatives. But are these really transformational? Are they really disrupting an industry? Are these companies and teams planning for their own possible demise? In this keynote, Mukherjee goes over some experiences of how companies are wasting millions in doing last decade’s transformation and developing cold feet when it comes to thinking out of the box and large-scale disruption. He outlines three small case studies within the ecosystem: ad-supported, print-centric publications driving to become subscription based premium content providers; peer-to-peer scientific/medical journals trying to adjust to a fast-paced world and find its disrupters; and startups disrupting news, networking, and business partnerships in traditional high-touch industries like real estate. He also showcases his own “30YD” disruption framework that you can use in your next strategy meeting to push these disruption boundaries. Mukherjee conceived and delivered a huge transformation initiative to turn The Economist around from a traditional, print-centric business into a thriving, digital- first subscription business.

    Frank Gilbane, Founder, Bluebill Advisors, Gilbane Conference
  • Subrata Mukherjee, CEO, Disrupt Transformation Services
9:30 a.m. - 9:45 a.m.
  • Sponsored Keynote
  • Check back for details.

9:45 a.m. - 10:30 a.m.
  • Break & Technology Demonstrations in the Showcase
10:30 a.m. - 11:30 a.m.
  • CM1: Using Automation to Create Ultra- Personalized Experiences
  • Most marketers use marketing automation to “spray and pray.” They blast messages to the masses with decreasing effectiveness. When it doesn’t work, they increase the frequency, urgency, and scarcity. These rudimentary tactics turn off customers. Learn how marketing automation can actually create deeper, more meaningful interactions and relationships that produce more value over time. Garns shares real-world scenarios of how effective automation can be used to serve customers better and sell more. Speaker - Tyler Garns, Founder & CEO, Box Out Marketing

    Tyler Garns, Founder & CEO, Box Out Marketing
  • DM1: Using Data to Drive Your Content & Marketing Strategy
  • Data is a publisher’s most valuable asset. Desai explains how to effectively use data to impact and inform strategies across content creation and product marketing. Drawing on case studies involving companies like OppenheimerFunds, he shares how these companies re-examined their customer data, combined it with third-party data, and invested more in content personalization and targeting to achieve deeper audience insight, engagement, and revenue.

    Nikesh Desai, CEO, InvestingChannel
  • MM1: The Future of Marketing & Advertising
  • Participants learn a two-step recipe for successful marketing and advertising in 2030. Step 1 is strategic and reviews the components of an engaged customer strategy (including the use of identity resolution, data analytics, digital listening tools, and the four customer engagement digital channels). Step 2 is tactical and includes a six-step closed-looped digital marketing approach. Real-world case studies from Jaguar/Land Rover, Coca-Cola, Amazon, Kraft Heinz, Giorgio Armani, ExxonMobil, and Marriott are cited to support and illustrate the conclusions.

    Barton J Goldenberg, President, ISM, Inc.
11:45 a.m. - 12:45 p.m.
  • CM2: How to Differentiate Content Marketing With Competitive Intel
  • Content marketing has exploded in the last decade, and with it, the clutter and noise. The ability to stand out through content has become more and more difficult. Now, more than ever, it is important to understand the competitive content marketing landscape; specifically, who you are competing with for attention? This session dives into how to take and maintain a competitive content inventory, how to analyze the landscape, and how to adjust your content strategy to stand out in a crowded world. Learn how to create intelligence-driven content that drives results.

    Ellie Mirman, CMO, Crayon
  • DM2: Horizontally Integrated Marketing— Eliminating Data & Process Silos
  • The real value of marketing in B2B is not measured in clicks, shares, likes, views, or any of the soft metrics that seem to dominate the industry. Rather, the value is in showing exactly how marketing efforts are impacting sales. To do this, marketers must own the data for the entire customer journey, from prospect acquisition to close. This session shows some of the tools and strategies for eliminating the data and process silos so the true ROI of marketing can be calculated.

    Jeff Dworkin, President, Marketing Automation Partners
  • MM2: 3 Simple Ways to Improve Your Videos & Make the Most of Social Media
  • More marketers than ever are creating their own videos, but you need to grab and keep your audience’s attention. Whether you’re going the DIY route or simply managing the video creation process, this session helps demystify video creation by highlighting three key ways marketers can easily take their videos to the next level with three easy steps. Once you’ve got your videos produced, learn how to be successful on different social media networks, with topics ranging from ideal lengths to vertical, horizontal, or square production. The insights shared provide attendees with a thorough understanding of which elements will help a video succeed.

    Ryan Knott, Public Relations Specialist, TechSmith
  • Drew Berkowitz, SVP, Partnerships, Wochit
12:45 p.m. - 1:45 p.m.
  • Lunch & Technology Demonstrations in the Showcase
1:45 p.m. - 2:45 p.m.
  • CM3: Fuel Your Funnel With Repurposed Content
  • Content marketing doesn’t have to be overcomplicated. You can get noticed and create effective content through a few strategic hacks. In this session, Kirmess hosts an interactive discussion to uncover common content marketing challenges, explain how to create content that converts, and share how to stretch content by repurposing it for multiple channels. She uses statistics and templates so audience members can apply these insights to their companies and clients right away.

    Jamie Kirmess, Customer Success Director, LeadMD
  • DM3: Dealing With Dirty Data: What Marketers Need to Know About Integration
  • Today’s companies use a multitude of tech tools to run their businesses, connect with customers, and enhance brand visibility. These tools don’t all collect the same data in the same way, and they don’t all easily integrate. The resulting dirty data and inaccurate reporting can hamstring even the best campaigns. Learn the fundamentals of data integration, techniques for identifying data accuracy and critical fail-safes for testing and integrating external tools like Google Analytics and internal tools like CRM systems. Learn from real-world examples how to identify and resolve dirty data issues.

    Jennifer Shaheen, President, Technology Therapy Group
  • MM3: Making Social Video Win for You
  • Video is the ultimate way for storytellers to reach and engage audiences. But distribution platforms like Twitter, Facebook, Instagram and Snapchat with their own formulas for success and creating effective cross platforms videos can be difficult. In this session, attendees will learn how to create compelling social video and the Best Practices for publishing on each of the major social networks. Topics will include ideal lengths and aspect ratios, when to use sound versus text overlays, why the first 3 seconds of a video are critical, and how to make sure you’re making those seconds count.

    Colm Curneen, Director of Business Development, Wochit
2:45 p.m. - 3:15 p.m.
  • Break & Technology Demonstrations in the Showcase
3:15 p.m. - 3:45 p.m.
  • Solution Sessions
  • These 30-minute sessions provide a brief look at some of the cutting-edge solutions that are available for marketing professionals. Attendees have the opportunity to hear directly from marketing vendors about a variety of technologies, including analytics, lead generation, B2B and B2C marketing, social and mobile marketing and more.

  • These 30-minute sessions provide a brief look at some of the cutting-edge solutions that are available for marketing professionals. Attendees have the opportunity to hear directly from marketing vendors about a variety of technologies, including analytics, lead generation, B2B and B2C marketing, social and mobile marketing and more.

  • These 30-minute sessions provide a brief look at some of the cutting-edge solutions that are available for marketing professionals. Attendees have the opportunity to hear directly from marketing vendors about a variety of technologies, including analytics, lead generation, B2B and B2C marketing, social and mobile marketing and more.

3:45 p.m. - 4:45 p.m.
  • CM4: How to Create Personas That Drive Digital Success
  • Does your organization use personas? Have you thought about adding personas but aren’t sure where to start? If you answered yes to either of these questions, this session is for you. Personas are the foundation of personalized, one-to-one communication. They are fictional representations of your audiences—who they are, what they like, and what they don’t like. By identifying your personas’ ideal online experience, your business can create targeted content, navigate an ever-changing digital landscape, and surpass marketing goals. In this session, learn how to create personas; which tools can help identify what your audience wants; how your personas translate to your digital content, website presentation, social media channels, and other digital marketing efforts; and how personas make your brand successful. Session attendees also receive a step-bystep worksheet to start creating their own personas.

    Samantha Maltais, Principal Strategist, SilverTech
  • DM4: Digital Discovery & Audience Behavior Beyond SEO
  • The digital content marketing landscape has changed significantly in the past 5 years, but many marketing operations still treat SEO, social, and paid media as entirely separate entities. Often, marketers make decisions with only one metric and are confounded by an abundance of data. In this session, learn how to use search data to inform content planning; how search and social algorithms process content; which old SEO “best practices” you can forget about; how to find useful content insights from multiple sources; and how to optimize content for visibility, engagement, and performance. Attendees leave this session with actionable steps for immediately improving and optimizing content strategy.

    Deborah Carver, Director of Digital Strategy, MSP Communications
  • MM4: Sharpening Your Digital Marketing Focus: Trends. Integration. Execution.
  • This expert-level session discusses the importance of moving your marketing strategy forward with a holistic approach. Touchpoints include the importance of keeping up with trends without getting lost in them, integrating new and innovative marketing tools to reach customers via apps, geo-targeting, and the importance of execution to ultimately procure loyal consumers.

    Laurel Mintz, Founder & CEO, Elevate My Brand
Thursday, November 30, 2017
9:00 a.m. - 12:00 p.m.
  • WS1: Mapping Customer Journeys and Managing Content: How To Align Practices for Great Customer Experience
  • Journey-driven engagement and content management go hand-in-hand. Once you understand the journey that your customer wants to take, you need to deliver the content that will advance him or her along the path. Many organizations are investing in developing journey maps - but they have yet to connect their maps to their content in ways that enable those journeys to be really effective and satisfying for customers, yet manageable and efficient for marketers and content managers.

    Instructor Cathy McKnight leads this practical workshop that will show you how to overlay your journey maps onto your content management infrastructure and evolve your CMS as a true hub of engagement. Cathy starts the workshop with a brief journey mapping exercise, using a scenario developed in real time by attendees. After a brief review of the technology landscape for experience management solutions, attendees will learn the how to leverage their CMS and other marketing technology solutions to support the customer on his or her journey.

    As a result of attending this workshop, you will understand the basics of the customer journey mapping process, and you'll be in a position to speak knowledgeably with colleagues, managers, technology partners, and service providers about your organization's infrastructure requirements for executing journey mapping strategies and tactics.

    Cathy McKnight, Vice President, Consulting, Digital Clarity Group
  • WS2: An Anatomy of a Digital Marketing Audit
  • Digital now accounts for more than half of many corporate marketing budgets, and was virtually non-existent a decade ago. To accommodate this growth, digital marketing operations grew rapidly and without much planning. As a result, many marketing groups run inefficiently today. In this workshop, attendees will learn how to identify problem areas, where inefficiencies are most common, and what to do about it. 

    Tim Bourgeois, Executive Editor,
  • WS3: The Right Way to Select Digital Technology
  • Enterprises around the world are deepening and diversifying their digital "stacks." If you are a customer engagement or digital workplace leader, 2018 may well find you looking to implement new tools or refresh dated platforms. Fortunately, you face a wide and growing array of vendors willing to address your problems. But which ones offer the best fit for your particular circumstances?

    This fast-paced workshop led by Real Story Group founder Tony Byrne will explain the broad intersecting marketplaces for digital solutions. Tony will sort out the key players and business models, and offer you a roadmap for deciding which types of technologies and vendors provide the best long-term fit for your needs. Each participant will receive a free copy of Tony's new book, "The Right Way to Select Technology: Get the Real Story on Finding the Best Fit" (Rosenfeld Media).

    The workshop will answer several key questions:

    • How can you quickly distinguish among the 150 major toolsets across these marketplaces?
    • What are the critical, can't-ignore architectural distinctions you need to make?
    • How are these marketplaces likely to evolve in the coming years, and how can you best align your firm to take advantage of future innovation?
    • How does WCM intersect with DAM, Marketing Automation, and Social technologies?
    • How can you insure that your selection process meets your original business objectives?
    • Which should you pick first: Agency, Integrator, Vendor, or...?
    • What are some major pitfalls others have made that you can readily avoid?
    • What is a more practical and modern approach to traditional "waterfall" methods of selecting technology?

    Bring your own strategic technology conundrum to this workshop, and come away with some practical advice for moving forward in a positive direction.

    Tony Byrne, Founder, The Real Story Group
1:00 p.m. - 4:00 p.m.
  • WS4: Making the Most of Digital Globalization to Deliver the Best Experiences Globally
  • You know there is no great local experience without global excellence. However you may wonder where to start and where to go in order to do the right thing at the right time for the right people around the world. If you have doubts, issues or questions about the international expansion of your content or products this session is made for you. Whether you are in a globalizing startup or in a well-established multinational the fastest and safest way to be digitally attractive and competitive is to embrace diversity, automation and customer centricity upfront. You also need to translate these directions in your digital transformation plans and your acceleration efforts. Customers want to be understood, considered and delighted both individually and collectively. They require digital experiences reflecting who they are, what they do and where they want your business. They are in control and their power is borderless as they can switch to your competitors in one click or with one word if you do not speak to them linguistically, culturally and functionally. Therefore it is crucial to deliver digital experiences to make Global go together well with Growth. Join this session to take the fast track to unleash globalization value and build assets with:

    • A robust framework to execute digital globalization end to end, maximize local resonance and create value along the way
    • Globalization do's and don'ts to incorporate your objectives in an actionable roadmap
    • A digital content and experience value chain leveraging internationalization, translation, localization and customer experiences globally
    • Recommendations to position or elevate digital globalization in your organization, keep it sustainable and use the appropriate resources internally and externally
    • Technology enablers empowering you to manage a multilingual and multicultural content supply chain boosting digital experiences across geographies
    • Performance indicators to capture and measure content effectiveness globally
    • Practices to put digital globalization in action in an agile and lean fashion
    Bruno Herrmann, Director Of Globalization and Localization, The Nielsen Company
  • WS5: Designing Taxonomies and Metadata for Content Management
  • A content management system (including WCM, ECM, and DAM systems) supports the categorizing or classification of content through the use of taxonomies or metadata, which can greatly enhance the ease of content retrieval. But simply importing an off-the-shelf taxonomy or metadata schema is not sufficient. Taxonomies and metadata need to be designed to best represent the unique content set and the particular users.

    The workshop will begin with an introduction on basic principles and best practices in taxonomy design for hierarchical and faceted taxonomies, including term wording, hierarchical relationship rules, and the creation of synonyms/alternate labels, using real life examples. The workshop will then also cover these issues:

    • Building vs. buying a taxonomy
    • Engaging stakeholders
    • Developing taxonomy vs. metadata
    • Representing categories as folders vs. as tags
    • Designing shared vs. separate metadata for different purposes
    • Testing the taxonomy
    • Developing tagging policies and governance plans

    A recent blog post by the instructor introduces some of these issues:

    Heather Hedden, Senior Vocabulary Editor, Gale/Cengage Learning
  • WS6: Did You Say: “Lift and Shift?!” – A Survival Guide to Content Migration
  • It all starts with progress. A new CMS platform that can do so much more - think reusable content, modular page designs, dynamic display, and personalization - in short, the answer to your content management woes. All that's left to do is to migrate all your content off the old platform and onto the new. Easy, right? As anyone who has ever gone through this process can attest, nope, not easy, not even a bit!

    Join Lindy as she walks through the 4 steps you should go through to ensure your migration goes as smoothly as possible:

    • Identify and Measure
    • Rationalize
    • Map
    • Migrate

    She'll spare you the house moving analogies and get into some real-life examples of content migration - the good the bad and the ugly. As part of the workshop, Lindy will also guide you through a hands-on content mapping exercise that has been used to streamline migrations for organizations large and small, B2B, B2C and non-profit.

    Lindy Roux, Partner, Chief Strategy Officer, Deft Digital