Day 3: Friday, January 24, 2014

8:00-8:30

Breakfast

8:30-8:35

Welcome

8:35-9:15

Know Thy Business, Know Thy Customer, Know Thy Self

Tony Tjan, CEO, Managing Partner and Founder of venture capital firm Cue Ball and Vice Chairman of the advisory firm Parthenon

Business success and decision-making is driven by the four traits of Tony’s best-selling book: “Heart, Smarts, Guts and Luck.” Understanding which of these traits dominates your personality and decision-making is critical for long-term success. Tony will help us understand what drives us and how to harness our traits for success as business leaders.

9:15-9:45

Crafting Brands for Life

Robert (Rob) Candelino, Vice President of Marketing/General Manager for Unilever’s Skincare Business

With both challenges and opportunities coming from digital, economic turmoil, and the need for new business models to grow in a resource-constrained world, marketing and advertising professionals need to rethink their approaches to continually meet consumer needs. Rob will share how Unilever is meeting these challenges and will provide insights how content creators can better support brands.

9:45-10:30

OPA Member Case Studies: Consumer Insights That Drive Great Experiences

OPA Members will share case studies on various topics including using data to drive organizational innovation, designing the right products for their audiences, developing compelling marketing programs and developing high performance organizational structures.

10:30-10:45

Break

10:45-11:15

Beyond the Transaction: Leveraging Data to Drive Growth

Jon Suarez-Davis, VP, Global Digital Strategy and North America Marketing, Kellogg

Kellogg is committed to understanding what drives human behaviors to inform and shape their digital marketing strategies. Jon will share how data is at the core of their strategies and the ways in which they look for partners who share that focus.

11:15-12:00

Establishing Competitive Advantage Through Customer Centricity

Peter Fader, Frances and Pei-Yuan Chia Professor of Marketing, Wharton School of the University of Pennsylvania

Customer centricity is a strategy to fundamentally align a company’s products and services with the wants and needs of its most valuable customers. That strategy has a specific aim: more profits for the long term. It starts with scrapping some old ideas about company/customer relations and it continues with a willingness to radically rethink organizational design, performance metrics, product development, and more. All in the name of finding new and unique ways of serving the customers who matter most. Peter will provide insights on how customer centricity can help companies identify their most valuable customers, how to make as much money from them as possible and, ultimately to find more customers like them.

12:15

Conference Closes

Day 1 Agenda | Day 2 Agenda | Day 3 Agenda