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eCommerce has gone from fringe to center stage in just a matter of months. With the spotlight now firmly on eComm teams, what should brand leaders be prioritizing — and how? Join us for our next CommerceLive virtual conference where we’ll be discussing how to meet the global complexities of eCommerce head-on, ways to adapt your organization to benefit from continued digital acceleration, and winning tactics brands need to employ for faster growth.
Managing the Complexity of Global Commerce in an Accelerating Market
VP Strategy & Insight,
Global Head of eBusiness Performance, Danone
Global eCommerce, Bayer Commercial & Capability Lead
The rapid acceleration of eCommerce against an ever-evolving retail landscape has only added to the complexity of managing commerce across multiple markets and retailers. How should brands navigate the challenges of managing global eComm performance, but with local market execution? What KPIs are key in order to drive performance at a global level? How do you determine where to focus eComm activity and budget by retailer and region?
8:45-9:05 AM EST
Driving eCommerce Action from the Global to Local Level
In this practitioner-level session, learn how to identify the key eCommerce metrics and KPIs to track at a local level, and what action you need to take to drive results that will impact global performance. Discover how Henkel is using Power BI dashboards to optimize digital shelf execution (product content, ratings and reviews, share of search) in each of their local markets, and why a global scorecard is pivotal in order to successfully benchmark and continually improve overall eCommerce performance.
Senior Manager Global eCommerce,
9:10-9:55 AM EST
What eCommerce Looks Like from the C-Suite and How to Speak Their Language
In this session, you will get an inside view of the thought processes and criteria that CEOs use to evaluate eCommerce investments in their business. What do CEOs think about the current trajectory of eCommerce growth and where the trends are headed? How has their organization shifted in the past several months to meet this new demand? How is eCommerce changing the traditional relationship with brick & mortar retailers? What data and KPIs are they using to evaluate eCommerce success and resourcing needs? How can eCommerce execs better communicate at the level a CEO understands, so they can better advance their agenda?
CEO & President,
Post Consumer Brands
President, North America Health, RB
10-10:25 AM EST
Grocery, Re-imagined: A Fireside Chat with Kroger
eMarketer expects the number of US digital grocery buyers to surge 41.9% this year to 131.0 million — increasing its internet user penetration to 52.9%, up from 37.8% last year. In this session, we will discuss how digital acceleration is transforming the grocery industry and how leading retailers, like Kroger, are evolving their fulfillment and digital shopper engagement strategies to keep pace. You will also hear Kroger's perspective on how consumer brands can better position themselves for a strong Q4 by leveraging data and precision marketing solutions.
President, Night Market, A Horizon Media Group Company
Director, Media Product Strategy, Kroger
Jill Otten Smith
Director of Agency Partnerships, Kroger
10:30-10:50 AM EST
Measurement 2.0 — A Fireside Chat with David Rawlinson, CEO of Nielsen Global Connect
As the CEO of Nielsen Global Connect, David Rawlinson sits at the helm of one of the world’s largest performance measurement and data companies. In this session, David will share his perspective on digital commerce trends unleashed by the pandemic and the way brands and retailers must evolve their measurement strategies to meet them head-on. What new data & analytics capabilities are required to manage omnichannel retail and click and collect? How should advertising on retailer sites factor into the marketing mix and overall calculation of digital marketing ROI? How is Nielsen evolving their measurement capabilities to advance the industry?
Nielsen Global Connect
10:55-11:25 AM EST
eCommerce Is Everyone’s Job Now — Getting Your Entire Company Prepared for Digital Transformation
According to The 2020 eCommerce Organizational Report from Profitero and Kantar, just 17% of brand leaders believe their companies are ahead of the curve when it comes to being prepared for eCommerce. Only 11% say they have created specific eCommerce goals and KPIs for each functional team in their company. That must change. In this session, we will hear the steps eCommerce executives are taking to educate, train and enable their entire organization to be equipped for the demands of omnichannel retail. How can you help your brick & mortar sales and shopper marketing teams evolve for eCommerce? What does “category captaincy” look like in this new world? How can eCommerce and marketing be better partners to maximize brand growth? How can you use data and KPIs to break down silos and drive cross-functional accountability?
Director Digital Commerce, GSK
Omnichannel Team Leader, The Clorox Company
Executive Vice President, WPP
SVP Strategy & Insight,
eCommerce Director EMENA, Nestlé Purina Petcare Europe
11:30-11:50 AM EST
Using Consumer Purchasing Signals to Maximize Advertising ROI
We’ve all been there… browsing through Amazon, clicking on a product ad, reading the reviews, and quickly changing our mind about purchasing. Or maybe we’ve clicked on a product only to realize it is out of stock and left the page disappointed. For brands advertising on sites like Amazon or Walmart.com, this behavior is the very reason that dealing with product and advertising optimization in two separate silos is no longer an option. Join Kenshoo and Mayborn as they share how to successfully use holistic product health and consumer demand signals — such as sales, traffic, conversion, and out of stock rates — to optimize retailer advertising campaigns and accelerate online sales growth for products. Learn how you can apply this “retailer intelligent” advertising approach in your business.
Head of Digital Marketing EMEA, Mayborn
VP Global Strategic Consulting, Kenshoo
NOON-12:40 PM EST
Retailer Search Strategies — What’s Working and What’s Worth It?
With record numbers of shoppers purchasing online for the first time, it’s never been more critical for brands to be discoverable and findable at the top of retailer search results. In this session, you will learn how brands across different categories are prioritizing search in their overall eCommerce strategy and where they are finding the most success. What’s the right balance between paid and organic search strategies? How do you define different search strategies for different retailers and different categories? How can you leverage social media and advertising inventory away from retailer sites to boost traffic? How can you gain the upper hand over competitors without breaking the bank? How have search strategies changed during the pandemic?
Chief Commerce Strategy Officer, Publicis
SVP U.S. Marketing, Global Head of Media & Digital, Mattel
Founder & CEO, MikMak
SVP Digital & eCommerce, Anastasia Beverly Hills
12:45-1:05 PM EST
Budget Fluidity: The Key to Planning Your 2021 Strategy
From how to respond to shifts in consumer demand and behavior to learning how to embrace new platforms like Instacart, brands have learned a lot from navigating this year’s pandemic. Those that have been the quickest to adapt have been the most successful. 2021 is certain to bring more change. Hear how leading brands pivoted during the pandemic, how to apply those learnings for the year ahead, and how to embrace technology along with needed internal process changes to achieve budget fluidity.
Co-Founder & President,
VP eCommerce U.S., Henkel
Chief Operating Officer,
1:10-1:30 PM EST
Crushing Q4: How to Double Down Your eCommerce Success on Amazon & Beyond
July online sales hit a record high at $66.3 billion, or 55% increase from last year. Now more than ever, marketers need to understand how to reach and retain customers online. In this session, we will analyze 3 top categories on Amazon: Beauty, Grocery & Home. We will uncover how to use Amazon’s proprietary data and audience insights to build a holistic strategy across your digital marketing plan to grow your brand and business during these dynamic times. We will also unpack how to prepare for a delayed Prime Day and the holiday season. Join this session for top insights into Amazon’s biggest categories and gain tactical tools that will help drive winning strategies for Amazon & Beyond.
Director of Marketplace Search & Enterprise Service, Tinuiti
1:35-1:55 PM EST
Getting in the Digital Consideration Set: How Tyson Leverages Organic Search Data to Drive Sales and Unite Teams
Profitero's latest research revealed that brands who can move organically from page 2 to page 1 see an average sales lift of 50% (and up to 86% if they hit the top 10 spots), further reinforcing the importance of being found on the endless aisle. In this practitioner-level session, hear from Tyson Foods, a company undergoing a transformation in how they think about organic search. You'll learn about the types of data they analyze to help inform their strategy, and how they are taking that same data to educate teams across their org on the importance of the digital shelf.
eCommerce New Business Development Manager, Tyson Foods