Final Program

As of 9/28/2015, subject to change.

Event Schedule

8 a.m.: Registration Opens
9 a.m.: Conference Sessions
5 p.m.: Networking Reception

Conference Sessions

9 – 9:10 a.m.
Welcome Remarks
Devendra Mishra
, Executive Director, HITS and Chief Strategist, MESA


9:10 – 9:40 a.m.
OPENING KEYNOTE: Personalizing the Consumer Experience

Studios and media companies are challenged with optimizing revenues across a wide range of channels. They are looking at technologies to help them achieve this by harnessing all the information available about their consumers like what screens are they watching their content on and when. Also, an important part of the revenue equation includes better audience measurement and segmentation, which can be achieved by capturing a true picture of audiences by combing data from ticket sales, ratings, set top boxes, social, digital, etc. This opening keynote presentation explores why the personalized approach is gaining traction and being used to drive consumer engagement. What social channels are they using and what is the sentiment? Which content is resonating with consumers and why? And, which channels are the most profitable? Using case study level insights from leading media and entertainment companies you’ll gain insights on best practices for enhancing the consumer experience by leveraging different data sources, learning how to best organize and align resources, and being an organization that can be agile and able to adapt to change quickly.
Shaun Doyle, President & Chief Executive Officer, Cognitive Box


9:40 – 9:55 a.m.
Marketing Disruption: Leveraging Data to Build Consumers’ Personal Connection with Content Producers

Fans have long had a personal, intimate and emotional connection with their favorite movies and TV shows, but almost no direct relationship exists with the movie studios and TV networks that produce them. Digital media and data analytics can be leveraged to create a paradigm shift from a B2B to B2C relationship in the marketplace offering unprecedented opportunities for studios and networks. Technology-driven solutions will be presented so that content owners can best navigate and use all the data available, as well as learn from the digital retailers who have a direct relationship with consumers.
Duncan Houldsworth, Executive Vice President, Executive Director, Data Strategy, Deutsch LA


9:55 – 10:40 a.m.
Data Analytics: Understanding Consumers and Influencing Decision Making

Big Data combined with data from internal business, industry sources and customers is yielding a more intimate understanding of the customer in terms of their behavior and intent to make purchasing decisions for entertainment content. Powerful technology enablers and service providers make real time decisions possible for greater enterprise profitability and business transformation. The panel will draw on the advancements being made in varied industries to engage consumers with brands and content.
Moderator: Dominique Hanssens, Bud Knapp Professor of Marketing, UCLA Anderson Graduate School of Management and Co-Founder, MarketShare
Panelists:
Jennifer Cooper, Global Head, M&E and Broadcast Industry, Strategy & Marketing, Adobe
Shaun Doyle, President & CEO, Cognitive Box
Duncan Houldsworth, Executive Vice President, Executive Director, Data Strategy, Deutsch LA
Debashis Saha, Vice President, Global Data Infrastructure and China, eBay
Vanessa Shanahan, Vice President, Director of Analytics & Insight, Wunderman


10:40 – 10:50 a.m.
The Impact and Importance of Consumer Data

It’s now more important than ever to develop and maintain an understanding of the consumer POV on all new and emerging technologies, based on consumer data and not just on gut instincts or past experiences. During this transformative shift to a digital age, this consumer based data is absolutely necessary to facilitate product innovation and test new business ideas; gauging consumer interest, focusing messaging, and developing consumer-based marketing and commercial strategies.
Mark Orne, Senior Vice President, Digital Entertainment Research, Screen Engine


10:50 – 11:20 a.m.
NETWORKING BREAK



11:20 – 11:30 a.m.
Social Measurement Framework: Driving Awareness & Social ROI

Understanding the ideal measurement framework to evaluate your own performance against key competitors and industry benchmarks is crucial for driving social success. This session illustrates some of the best in class examples of how brands and media companies are leveraging social analytics to derive actionable insights and ultimately improve performance. Key trends are revealed that are shaping the way the entertainment industry approaches social media to achieve bottom-line business goals.
Bob Gearing, Director of Strategic Accounts, North America, Socialbakers


11:30 a.m. – 12:00 p.m.
Get to the Heart of the Brand through Storytelling – How Story Analysis Can Revolutionize Marketing Strategy!

Technology is transforming the marketing process from a primarily “paid media” driven system to a “content driven” model to drive earned media impressions especially through social, mobile and video-based platforms. Presentation will explain how Laurie Hutzler’s Emotional Toolbox® can also be used to get to the heart of your brand, and generate content that is more effective on these platforms. By defining both story elements and emotional boundaries more clearly, various creative teams can be given a new kind of creative brief, which gives more room to craft real stories that are both entertaining and consistently “bang-on brand”, whether in social, mobile or traditional media.
Claudio Ludovisi, President, Ludovisi Ventures


12  – 1 p.m.
An Innovator’s Perspective on Data & Analytics
What Can Hollywood Learn from Silicon Valley? Which technologies do leading media and entertainment innovators swear by today, that everyone else will use tomorrow? Silicon Valley venture capital firm Andreessen Horowitz has invested in some of the leading names in technology, from Twitter, Skype, Facebook, Pinterest, Oculus and a portfolio of over 150 other companies. This panel session will help you understand how technology is shaping the future of the media & entertainment’s business and define what business intelligence means for your business, really—on mobile + web. Uncover hidden signals in massive data sets to drive business results and hear from individual companies about how they are reshaping the meaning of analytics for Hollywood!
Introduction: Mark McAndrew, Partner, Market Development, Andreessen Horowitz
Presenters:
Adam Carrick
, Market Development Manager, Mixpanel
Brian Gurewitz, Client Partner, Entertainment & Media, Quantifind
Gautam Kher, Head of Business Architecture, GoodData


1 – 2:15 p.m.
NETWORKING LUNCHEON



2:15 – 3:00 p.m.
Digital Marketing: Technologies, Processes & Structures

Industry executives will address the impact of enabling technologies on developing, personalizing and delivering marketing to a hyper-targeted audience so that consistency is maintained on diverse platforms. Digital technologies have unleashed unprecedented understanding of the consumer and access at lower costs. Leveraging buzz (and customer service) through social networks, peer-review sites, microblogging platforms, and other information-sharing tools is the new norm. 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 “bottom-up” from the street.
Moderator: Guy Finley, Executive Director, MESA
Mike Carrier, Practice Executive, HP
Ben Collier, Vice President, Product Management and Data Services, Maker Studios
Grant Gibson, Head of Programming, Awesomeness TV
Justin Herz, Senior Vice President, Warner Bros. Digital
Amanda Kozlowski, Senior Vice President, Digital Marketing, Lionsgate Home Entertainment
Mo-Gyung Rhim, Head of Industry, Media and Platform, Double Click at Google


3 – 3:10 p.m.
Unlocking and Leveraging Your Existing Metadata

Most people don’t realize how much metadata is embedded in, or created alongside, their primary content. Even fewer people are aware of how much of this critical, monetizable data is being lost and enormous problem that anybody with a large archive of content is currently facing is “How do I save and make use of 100% of the data I’m storing?” Every day, new clever ways of visualizing, browsing, and querying content come to light, and this session looks at how emerging technologies are being invented to quickly incorporate them.
Aaron Edell, Vice President, Operations and Professional Services, GrayMeta


3:10 – 3:30 p.m.
A Window to the World: A Vastly Improved Process for Licensing Distribution

This presentation provides a look into the technology that supports the sales team at Warner Bros. who license their entertainment series catalog worldwide. The revolutionary portal lets purchasers search for and retrieve all metadata, box art, promo materials, master programs and movies. All reported to and managed by the internal sales unit responsible for execution/delivery of these assets.
Christian Kennel, Executive Director, Digital Media, Worldwide Television Marketing, Warner Bros.
Introduction by: Art Raymond, Chief Executive Officer, Levels Beyond


3:30 – 4:15 p.m.
Building an Internal, Data-driven Culture

This panel discussion offers insights of how to better understand consumer behavior and help speed development of the mobility, connectivity and data innovations within business units.Learn how companies are establishing an enterprise-wide vision for analytics and integrating their research, analytics, processes, standards, tools, and partner engagement.
Moderator: Jay Tucker, Chief Marketing Officer & Head of Programs, USC Institute for Communication Technology Management
Panelists:
Laurie Hutto-Hill, Consulting Vice President and M&E Lead, IBM
Christian Kennel, Executive Director, Digital Media, Worldwide Television Marketing, Warner Bros.
Doug Montgomery, Vice President, Retail Insights, Warner Bros.
Tom Moran, Manager, Solutions Development, CenturyLink
Dr. John Mooney, Executive Director, Institute for Entertainment, Media and Culture, Pepperdine University


4:15 p.m.
Introduction to Afternoon Breakout Session



4:30 – 5:00 p.m.
HITS Innovation and Technology 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.


MAIN ROOM
A Window to the World: The Warner Licensing Portal
A deep dive into the technology presented earlier in the afternoon with an interactive Q&A around the tool that supports the sales team at Warner Bros. who license their entertainment series catalog worldwide. The revolutionary portal lets purchasers search for and retrieve all metadata, box art, promo materials, master programs and movies. All reported to and managed by the internal sales unit responsible for execution/delivery of these assets.
Christian Kennel, Executive Director of Digital Media, Worldwide Television Marketing, Warner Bros.
Art Raymond, Chief Executive Officer, Levels Beyond


ROOM A
The Interconnected World of Big Data
Big Data and Analytics workloads are all about rapidly moving information between different applications and companies and rarely does one organization have full control of the process. As a result your business success is often dependent on your customers, vendors and even your competitors. This session explores the “ecosystem effect” of interconnected infrastructure and the potential pitfalls of using of “best efforts” services such as the Internet and public clouds for mission critical workloads. Understand the costs, risks and dependencies impacting your analytics application and learn about strategies and best practices to maximize the performance and reduce risk.
Tom Moran, Manager, Solutions Development, CenturyLink


ROOM B
Go Big! How Data Insights Drive Higher Revenues
In this session Adobe’s Digital Marketing team share data insight strategies and case study examples, that help Media & Entertainment companies drive big revenues across digital channels.
Jennifer Cooper, Global Head, M&E and Broadcast Industry, Strategy & Marketing, Adobe


5:00 – 6:00 p.m.
NETWORKING RECEPTION




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