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Future Conferences

Customers & Engagement Track (E)

Designed for anyone responsible for content, marketing, business, or technical aspects of public facing websites, including, sales & marketing, digital marketing, brand managers, business unitls with P&L, Web strategists, IT, Web managers, business managers, digital media, e-commerce managers, content managers & strategists. Topics:

  • Web content Management
  • Digital Marketing
  • Web and mobile analytics
  • User experience
  • Responsive design
  • Localization
  • Social marketing
  • Content strategies
  • Cross-channel marketing
  • e-Commerce integration
  • Search engine strategies


Track Sessions

E1. Customers and Engagement Track Keynote
Wednesday, November 28, 1:30 - 2:30

Moderator: Scott Liewehr, President & Principal Analyst, Digital Clarity Group


E2. Content Marketing: Keeping Customers Engaged with Storytelling and Social Content
Wednesday, November28, 2:40 - 4:00

The central role of content in marketing has been getting renewed recognition and respect, and rightly so. Most organizations could use a complete review of the content they have on their sites, social network pages, and mobile apps. All too often the content is an un-engaging combination of descriptions and lists with a little rich media to spice things up. Compelling marketing content tells a story customers can relate to, and marketing strategies need a plan to keep customers engaged with ongoing dialog. This session is a must attend for modern marketers.

Moderator: Elise Segar, Partner & Director of Client Services, Digital Clarity Group

Georgy Cohen
Principal, Crosstown Digital Communications
Where Strategy Meets Serendipity: A Framework for the Thoughtful Creation and Maintenance of Social Media Content
Robert Rose
Founder & Chief Troublemaker, Big Blue Moose, Contributing Senior Consultant, Digital Clarity Group
Content Marketing as Story Telling


E3. Mapping Content and Engagement Strategies to the Buyers Journey
Wednesday, November 28, 4:00 - 5:00

Another under-utilized strategy for effective content marketing is mapping content to the various stages a buyer goes through. There are tons of mistakes to avoid that seem obvious in hind site, like leading with too much complex detail for a simple product, or hard sales pitches after the customer has already decided to buy. There are also plenty of more subtle mistakes, and different approaches for types of products.

Moderator: Robert Rose, Contributing Senior Consultant, Digital Clarity Group

Marc Strohlein
Principal, Agile Business Logic
Content Marketing and the Buyers Journey
Randy Woods
President, Non Linear Creations
WEM B2B - Sales, Marketing and the Buyer's Cycle


E4. Why Do You Need to Mobile Now & How do You Justify It?
Thursday, November 29, 8:30 - 9:30

While some companies are sceptical of the value of social software, nobody doubts the importance of the mobile channel. But businesses do have different mobile needs and degrees of urgency, and many are reluctant to dive in head first because of costs, skills, and uncertainty over the timing of the return on investment. This session will provide pointers and getting started and measuring results.

Moderator: Cathy McKnight, Partner & Principal Analyst, Digital Clarity Group

Avery Cohen
Principal, Metrist Partners
Mobile Analytics - How to Measure Your APP ROI
Ian Truscott
VP Product Marketing, SDL Content Management Technologies Division
Taming the Mobile Customer Experience


E5. How to Improve Customers Experiences with Personalization
Thursday, November 29, 9:40 - 10:40

Personalization is hard. Too much can be counter-productive, too little may be useless, and mistakes are at best an embarrassment and potentially a disaster. But there are obvious and significant benefits. Get some practical advice implementors in this session.

Moderator: Tim Walters, Partner & Principal Analyst, Digital Clarity Group

Ron Person
Director of Analytics, Sitecore
Using Profiling and Predictive Personalization for Customer Engagement
Sean Rusinko
SVP, Digital Strategy, Verndale
Interactive Experience, Obtaining Engagement Data, Executing Personalization


E6. Blueprint for World-Class Content Globalization Practices
Thursday, November 29, 11:40 - 12:40

Is your company making up localization practices on the fly? Are you addressing multilingual content and workflow challenges one at a time? Have your ad hoc and informal processes reached the breaking point? If you answer yes to any of these questions, then this is a can't miss session for you. Speakers are seasoned globalization managers who have built sustainable content globalization operations that deliver quantifiable business value. They will share their experiences and secrets to success, particularly in the area of aligning practices with business strategy.

Moderator: Mary Laplante, Vice President and Solutions Architect, Outsell Inc

Bruno Herrmann
Director of Globalization and Localization, The Nielsen Company
Addressing the World in the WWW: Reaching Out to Local Audiences Within Global Corporate Environments
Dilo Kruyswijk
Managing Director, IST@ease
Should You Centralize or Decentralize Worldwide Content Management within Multinational Corporations?



E7. Vendor Soapbox Panel: WEM, Mobile, Social, Marketing Tools
Thursday, November 29, 2:00 - 3:20

This lively panel provides vendor's perspectives on the hot topics analysts and consultants like to talk about. Vendor's role in the industry ecosystem forces them to be at least conversant, if not ahead of the curve, with technologies and trends. But vendor's also have a foot in the realities of their customer's need to solve some basic business problems. This provides for some refreshing insights. This panel will ask the vendors to speak not as competitors or individual companies, but as anonymous undercover operatives ready to shed some light on where the industry is actually going and how fast. Panelists may or may not agree with analysts so disguises are allowed.

Moderator: Scott Liewehr, President & Principal Analyst, Digital Clarity Group

Robert Bredlau
COO, e-Spirit
Glenn Conradt
Vice President, Global Marketing and North America, CoreMedia
Jim Howard
CEO, CrownPeak


E8. Global Intelligent Content - How Do We Make Content Reactive, Reflective and Personal?
Thursday, November 29, 2:00 - 3:20

The World Wide Web represents a globally unifying force in human communication. There is no precedent in history for a single channel to provide such rich, diverse content from a flat, fully democratic community of peers. The barriers to creating rich, interactive multimedia experiences are rapidly approaching zero -- but this trend has created users who are victims of the system‚'s success: the best content is hard to find, and worse the right content for the user might not yet exist. To address this challenge CNGL is pioneering a new paradigm called Global Intelligent Content. The CNGL vision of Global Intelligent Content focuses on six main areas: Curation, Translation, Search, Personalisation, Interaction and Analytics. These areas of research directly integrate into the global content value-chain to enable the delivery of transformative user experiences. Making content intelligent can mean taking something simple like a twitter conversation about environmental policy and giving it global impact by interlinking relevant statistical information from the web of data, translating it into the languages of a global audience, explaining technical terms and background to the general public, delivering the conversation by voice, mobile or text and tracking user attention by population segments.

The panel will be structured to look at how the Global Intelligent Content paradigm, as a natural evolution of the big data movement, will impact key content value-chain stakeholders including research & development centres, content creation and tools vendors as well as corporate customers. CNGL brings together a unique combination of global industry and academic experts to make Global intelligent content a reality; we will highlight the best of our research and research in the academic community as well as industry best practice to give insight into where the world of content has to go to survive.

Moderator: Steve Gotz, Director, CNGL

Dr. Alex O'Connor
Researcher, CNGL/TCD
Francis Tsang
Senior Director Globalisation, Adobe
Dr. Fred Hollowood
Director, Research SES, Symantec
Dr. Andrew Bredenkamp
Founder, Acrolinx

E9/T12. Managing Big Web Projects - Lessons Learned
Thursday, November 29, 3:30 - 4:30

Sally Kleinfeldt
Director of Consulting, Jazkarta, Inc.
Managing Agile CMS Projects
David Oakley
Director, Web Engagement & Development, Florida Hospital
The Digital Check up: Florida Hospital Updates its Digital Presence



E10/T8. Digital Asset Management 101 & Very Fun Case Study
Thursday, November 29, 9:40 - 10:30

Digital Asset Management (DAM) is sometimes viewed as a simple subset of content management, but for many applications, especially involving rich media, DAM is a world unto its own with unique, demanding, and complex requirements. If you are a big media company you know this - if you are a smaller company or from other industries you might not be as aware of how these systems can help you manage digital assets. This session complements an introduction to DAM systems with a "very fun" (entertaining) DAM case study.

Moderator: David H. Lipsey, Principal, Media & Entertainment, Optimity Advisors

Irina Guseva
Analyst, Real Story Group
DAM 101
John Petersen
Founder, CEO, Sutro Software
The World's Best DAM Implementation



E11/T11. Structuring Content on the Web
Thursday, November 29, 3:30 - 4:30

In e-Commerce, competitors rely on gaining the eyeballs of the most likely buyers. This demands presenting products and services in a way that matches inquiry seeking behaviors. Structuring and naming content for the best opportunity audience takes technique, artful management of topics, and discipline. The experts in this session will highlight practices that are used to build successful web sites.

Moderator: Lynda Moulton, Analyst & Consultant, LWM Technology Services

Ole Gulbrandsen
CTO, Webnodes
The Value of Structured Data in Content Management Systems
Heather Hedden
Taxonomy Consultant, Hedden Information Management
Taxonomies for E-commerce


E12/T4. Digital Marketing: Technology & Operations
Thursday, November 29, 8:30 - 9:30

Whether you are in IT or Marketing you need to be thinking about web, mobile, and marketing strategies together, and that includes a range of technologies that used to be purchased and implemented separately such as web content management, campaign management, analytics, digital asset management, and others. This mean learning about new tools, and how to organize resources to accommodate new workflows and practices. In this session you'll hear about the capabilities of current tools for digital marketing, and pick up some pointers on what this broader approach means operationally.

Moderator: Tony Byrne, Founder, Real Story Group

Tony Byrne
Founder, The Real Story Group
Seth Gottlieb
Solutions Manager for Global Marketing Operations, Lionbridge
Executing a Content Strategy with Marketing Operations


Go to the full conference program

Pre-conference workshops descriptions are here.


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