Final Program

As of 9/16/2014, subject to change.

Conference Schedule:

  • 8:30 a.m. – Registration Opens
  • 9 a.m. – 4:30 p.m. – Conference Sessions
  • 4:45 – 5:45 p.m. – Breakout Sessions
  • 5:45 p.m. – Networking Reception

Conference Sessions:

9 – 9:15 a.m.
Welcome Remarks
Devendra Mishra
, Executive Director, HITS and Chief Strategist, MESA

9:15 – 9:45 a.m.
OPENING KEYNOTE: Big Bang Innovation in Information: Strategy, Process and Technology for Success

As a brilliant thinker and analyst of the information-driven “network economy” this Opening Keynote will provide a unique perspective of the challenges and opportunities in the media & entertainment world. Hollywood’s entertainment products, whether a feature length movie, episodic television or a DVD, are defined as an “experience good” by economists because consumers experience it to equate value. Data and information are also an “experience good” meaning that these information goods – from movies and music to software, code and stock quotes – have supplanted industrial goods as the key drivers of world markets. This insightful presentation looks at how to navigate the information economy and make intelligent decisions about information assets.
Dr. Hal R. Varian, Chief Economist, Google

9:45 – 10:30 a.m.
Data Analytics: The Engine for Transformation of Hollywood

While Business Intelligence empowered financial and operations executives to strategically and tactically manage the Hollywood Studios, today it is Data Analytics that is enabling Marketing executives bring about the digital makeover of entertainment where the consumer is at the epicenter. Studio executives will discuss with service and technology partners how to bring the right data to the right place at the right time to make the right marketing decision by leveraging the convergence of several related technologies – mobile computing, crowd-sourced information, the integrated hardware, software, and the global Internet. The potential to increase revenue over the product life cycle of Film, TV and Home Entertainment and Digital distribution is significant.
MODERATOR: Alex Mannella, Partner, PwC
Melva Benoit, Principal, The Marian Dupree Group
Jennifer Cooper, Global Head of Media, Broadcast & Entertainment Industry Strategy & Marketing, Adobe Systems
Nelson Granados, Associate Professor, Graziadio School of Business & Management

10:30 – 11 a.m.
Analytics-Driven Transformation in Media and Entertainment

In today’s rapidly evolving content landscape, media and entertainment companies are working to understand how end user consumption is changing. Understanding customer usage patterns and preferences offer guidance in driving more responsive content development. Many companies offer solutions for social listening and analytics on customer likes, dislikes and overall conversation volume for media products. Key to real transformation is how this information is integrated into the production process and how production and marketing teams can collaborate with sponsors, advertisers and licensees and be more responsive in driving a better customer experience. This requires a holistic view of the supply chain that integrates content production with media analytics.
Jeff Caldwell, Managing Director, Industry Consulting Services, Media & Entertainment, HP Enterprise Services

11 – 11:30 a.m.

11:30 a.m. – 12 p.m.
Challenges and Opportunities in Integrating Online and Offline Marketing

For several years now, Digital marketing platforms (Internet, Social, Tablet/Mobile, Interactive) have steadily been increasing in the marketing mix of entertainment and consumer product companies. Yet, our processes, organizational structures and data systems have not been adapting to this new reality at a sufficient pace. In addition, the very nature of branding has shifted from positioning and controlling outbound messages to engaging in a more interactive discussion where the brand is created in a “conversation” that is continuously at play, not in a pre-designed piece of advertising that is launched and sustained with significant hiatuses in between efforts. This discussion will lay out challenges and competitive advantages to be gained by successfully integrating both Strategic Planning and execution of creative content across the platforms, and how big data and personalization could also play a role in marketing process transformation.
Claudio Ludovisi, Senior Vice President, Operational Strategy, NBC Entertainment Marketing and Digital

12 – 12:45 p.m.
Digital Marketing Technologies, Processes & Structures to Satisfy Consumers

Industry executives will address the impact of enabling technologies on marketing content and influencing consumer purchase decisions in a marketplace where growing number of users drive much of their buzz (and customer service) through social networks, review sites, microblogging platforms, and other information-sharing tools. Content desired can be discovered and experienced with a few clicks of the mouse or sound bytes on the smart phone. Early adoption of a product or service is often driven by the consumer rather than the provider. Discussion will also focus on how the rules of engagement of marketing with the customer have been redefined to be bottoms-up from the market street.
MODERATOR: Andrew Wallenstein, Editor in Chief, Digital, Variety
Michael Crooks, Global Solutions Leader, Interactive & Digital Media Analytics, Communications, Media & Entertainment, HP Enterprise Services
Rick Haskins, Executive Vice President, Marketing and Digital Programs, The CW
Claudio Ludovisi, Senior Vice President Operational Strategy, NBC Entertainment Marketing and Digital
Justin Pertschuk, Head of Digital Marketing, Dreamworks
Brian Swarth, Vice President & Group Director, Digital Services, Showtime Networks

12:45 – 2 p.m.

2 – 2:30 p.m.
Faces to Names: Social Media and the New Digital Frontier

Social media is a nascent, innovative industry that rewards creativity: there are no rules, but there are best practices. This discussion delivers a practical learning exercise in harnessing the power of social. Insights will be provided in defining and accelerating the highest priority mobile and social initiatives across the firm, and sourcing, evaluating and leading negotiations for technology provider partnerships.
Liz Harrison, Senior Associate, Digital Media Practice, McKinsey & Company

2:30 – 2:45 p.m.
Predicting Relationships between Social Signals and Box Office Sales

With the use of big data analytics, previously siloed data sources from inside and outside of the media organization can finally be “unified and utilized” for game-changing applications such as demand forecasting. Through more accurate understanding of audience demand, business teams can determine far in advance when, where, why and how particular actions need to be taken. But still, the question remains: How do media companies predictively evaluate demand for their content or services? In this session, explore how IBM & USC Annenberg engaged with a major movie studio to build an opening weekend box office prediction model based on online audience behaviors which resulted in the highest prediction accuracy versus current industry benchmarks.
Graeme Noseworthy, Strategic Messaging Director, Big Data for Marketing, Media & Entertainment, IBM

2:45 – 3:30 p.m.
Digital Jungle: Driving and Measuring Audiences

As social media and other digital offerings become choice destinations for audiences – what is the best way to break through to them with marketing messages? How are TV and film executives measuring the effectiveness of social media driven campaigns, as growing numbers of these services court networks to advertise? What types of campaigns across platforms translate to real viewership upticks for programming? Network and studio marketers and researchers, digital platform partners and analytic firms will explore how they are effectively engaging and growing audiences.
MODERATOR: Jay Tucker, Chief Marketing Officer, Institute for Communication Technology Management, USC Marshall School of Business
Marco Hansell, Chief Executive Officer and Founder, twtMob
Jared Lake, Director, Digital Media, Hawthorne Direct
Sima Sistani, Head of Media, Tumblr
Patrick Starzan, Vice President, Marketing and Distribution, Funny Or Die

3:30 – 4 p.m.

4 – 4:30 p.m.
Albert Cheng
, Executive Vice President and Chief Product Officer, Digital Media, Disney/ABC Television Group
Marc Graser, Senior Editor, Variety

4:45 – 5:45 p.m.
HITS Innovation Showcases (Multi-Track Break-Out Sessions)

Industry experts share innovative ideas, processes, or perspectives in an interactive and intimate way with the audience who are free to choose which topic/area they find most interesting. Sessions will address key areas on three separate tracks: Asset Management, Supply Chain and Operations; Cloud, Innovations and Performance; and Big Data, Analytics & Social Media.

4:45 – 5:15 p.m.
Making the Decisions that Matter Most
Box office debacle. Audience fragmentation. Cord cutting. Citizen journalism. Entertainment and media executives are battling for viewer attention, and according to PwC’s Global Data & Analytics Survey 2014, many are increasingly using data and analytics as ammo to inform big decisions, spot new possibilities, and identify potential risks. But significant challenges impede even the most adept and data-savvy – from skill gaps to rapidly evolving tools and technologies to difficulty wrangling useful, accurate and complete data. Join us for an in-depth conversation around the big decisions confronting media and entertainment executives and the leading practices that will help them use data and analytics more successfully in the process.
Alex Mannella, Partner, PwC

4:45 – 5:15 p.m.

It’s Been Done! Media Rich Content Delivery with 2.5M Unique Users in 48 hours with No Interruptions
Interested in how your organization can build a plan to deliver media rich content to millions of users worldwide with no interruptions? Join us for a session to hear how they delivered a really cool media rich, 3-d/cgi and video rich site at scale in four weeks in fifteen languages. Their predicted hit rate for launch was 150,000 unique users, but they achieved 2.5M unique users in 48 hours and through good planning and use of Microsoft Azure they had no interruption of service. They serviced nearly 20 times the predicted traffic with their media rich site for excellent return on marketing investment.
Peter Proud, Founder and Managing Director, Cortex, a WPP Agency

5:15 – 5:45 p.m.
Marketing Collaboration from Start to Finish
Global marketing needs tight collaboration, coordination, and consistency. Without a common content approach, messaging is disconnected, collaboration is stifled, and hours of effort are wasted. Learn how the best marketing teams save time, keep consistent, and increase efficiency with Box.
Amanda Brophy, Group Product Marketing Manager, Box

4:45 – 5:15 p.m.

Creating Intelligent Media Experiences
Many businesses in the media and entertainment sector are evaluating, planning, and building Big Data solutions to obtain new insights into customer intentions. Big Data can provide tremendous value to grow and sustain revenue. Specifically, businesses that can combine their internal customer information with social networking data and known interests will be able to target an individual with specific content, incentives, and services at the time of most need. Learn more about Oracle’s solutions for gaining deeper insight into each and every customer.
Joe Jorczak, Regional Lead NAS and LAD, Communications & Media Industry Solution Group, Oracle

5:15 – 5:45 p.m.
Media Digital Analytics Demystified – a Roundtable with Top Media Brands
Measurement of digital content today can go well beyond the standard currency measures of old. We’ll hear from leading entertainment brands how they tell a compelling and differentiating audience story leveraging digital analytics to lead the conversation and how they define and leverage engagement metrics to fuel future content decisions.
Jennifer Cooper, Global Head of Media, Broadcast and Entertainment Industry Strategy and Marketing, Adobe Systems
Michael Goldstein, Senior Manager, Industry Strategy & Marketing, Adobe Systems

5:45 p.m.

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