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Agenda Day 2 – Sessions
Wednesday, October 1, 2014

Agenda at-a-Glance | Tracks | Sessions Sept 30 | Sessions Oct 1


8:30 – 8:40 am

Introduction to Day 2

Kelly Kubrick, Chair, Digital Strategy Conference Ottawa

8:40 – 9:30 am

Surviving Seismic Shifts in Structure: Splicing Ourselves Across Four Platforms

Get the inside story on Postmedia’s new ‘four-platform’ strategy: create distinct products targeted to audiences using web, smartphones, tablets and its traditional print edition. Hear from Carl Neustaedter, who led the creation of the Ottawa Citizen’s iPad team, developed and refined the app’s editorial and design direction and took it through testing and launch. Both Deputy Editor of the Ottawa Citizen and editorial and creative director of its iPad edition, Carl directs the app’s daily editions and the development of refinements and updates. Settle in as Carl shares the journey’s milestones and lessons learned of transition and transformation – where nothing was left unchanged – and no part of the organization left untouched – on a 150+ year old publication’s roller coaster ride to the future.

Carl Neustaedter, Deputy Editor and Senior Producer, iPad Edition, Ottawa Citizen

9:30 – 9:40 am

Sponsor SpotlightOttawa Business Journal

9:40 – 10:30 am

BRP’s digital strategy cornerstone: the route to Digital Analytics Maturity

A vital element of your organization’s digital strategy is learning how to take advantage of the volume and velocity of data available to you. Imagine the day when your people will be empowered with the right data at the right time. Contrast that with the reality most of us face – that our data processes are more a thorn in our side than a strategic asset. What to do? Take advantage of those who’ve taken the plunge before you. In this session, learn from the experience of BRP, the makers of Ski-Doos, Sea-Doos and Can-Am ATVs (and more). Acknowledging the need to deconstruct and rethink their approach to campaigns in a digital age, BRP went back to the data drawing board. Fans of speed anyway, their approach was to rapidly accelerate their digital analytics maturity. Any lessons learned? You bet. Hang on tight as Stéphane Hamel takes the wheel and hurtles us through critical insights around KPI alignment, data collection, data governance and workflow.

Stéphane Hamel, Director of Innovation, Cardinal Path

10:30 – 10:50 am
20 Minute Refreshment Break
10:50 – 11:00 am

Data Strategy: A Dimension of Digital Maturity

In this session, you will be introduced to Data Strategy as a dimension of the dStrategy Digital Maturity Model™.

Kelly Kubrick, Chair, Digital Strategy Conference Ottawa

11:00 – 12 noon

Finding the Right Measurements for Your Strategy

Well done! You’ve have crafted the perfect digital strategy for your organization. Now, how do you show your leadership that you are delivering strategic results? Don’t make the rookie mistake of diving straight into your web analytics tool, grasping for relevant numbers to report back. Instead, avoid analytics pitfalls on the hunt for relevant metrics, and share the relevance of results without getting lost in the data. How? Join Bryan as he provides methods and tips for tying measurements directly to strategy.

Bryan Robertson, Sr Analyst, OpenRoad

12:00 – 1:00 pm
Networking Lunch Breakout: Discussion Groups
1:00 – 1:50 pm

Data Strategy Case Study Extracting Multi-platform Insights: What the CBC Learned By Unifying TV and Digital Data

Digital strategy is increasingly focused on understanding how it impacts the overall business. But, if organizations isolate the “digital” in how they view their audience, they may miss insights about customer’s other print, radio or TV selves. Now, take the measurement challenges you face and imagine if someone Olympics-sized or FIFA-World-Cup-sized the scale. That’s right. You get the challenge of providing concentrated content consumption insights – across multiple platforms – with rapid-fire timing, for Sochi 2014 and FIFA 2014. Ready to run for cover? Fortunately CBC Research didn’t. Join Greg Dinsmore and Kristin Wozniak as they tackle the question of unified measurement in a digital world.

Greg Dinsmore, Manager of Research, CBC
Kristin Wozniak, Manager, Audience Research CBC

1:50 – 2:10 pm

Channel Strategy: A Dimension of Digital Maturity

In this session, you will be introduced to Channel Strategy as a dimension of the dStrategy Digital Maturity Model™.

Kelly Kubrick, Chair, Digital Strategy Conference Ottawa

2:10 – 2:30 pm
20 Minute Refreshment Break
2:30 – 3:25 pm

Your digital strategy is mapped by your customers

At its core, digital strategy is about the people using the technology more than the technology in and of itself. A successful digital strategy is based on the value to the audience or customer. Most organizations understand they must not only keep pace with changing technology but also adapt to rapidly changing consumer behaviour. The challenge is that digital channels have historically been managed in silos. As such, organizations have typically been launching digital services or projects before having internal alignment around a digital business strategy or a plan to adapt their internal processes and work flows. This often leads to brand fragmentation across a myriad of channels which ultimately impacts the customer experience. In this session, we will review how Senators Sports and Entertainment have adopted a holistic digital strategy to drive positive change across multi-channel customer touch points.

Isabelle Perreault, Vice President of Digital Transformation, Stratford Managers Corporation
Erin Crowe, Executive vice-president, chief financial officer and alternate governor, Senators Sports & Entertainment

3:25 – 4:20 pm

Give strategic content planning a sporting chance: help consumers respond and connect with your brand

Can digital be harnessed to get Canadians more excited about getting healthy through sport? Yes – if you have the content to support it and the management commitment to embrace radical change. FGL Sports, parent of Sport check, Canada’s top digital retailer, developed an innovative multi-channel strategy aligned with digitizing the customer retail journey and making content an integral part of the overall shopping experience. Frederick will share FGL’s experience on how to source and produce content that educates customers, highlights services and products, and drives home the company brand.

Frederick Lecoq, Vice President Marketing and Digital FGL Sports

4:20 – 4:30 pm

Closing Remarks

Kelly Kubrick, Chair, Digital Strategy Conference Ottawa

5:00 – 7:00 pm
Join us for a clink or two! Patty’s Pub Wed 5-7pm Adobe Systems invites all Digital Strategy Conference attendees to toast our time together, the conversations, education and new connections.Where: Old Ottawa South at Patty’s Pub, 1186 Bank Street
When: Wednesday Oct 1, 5:00 PM to 7:00 PM
How: Show your conference badge See you there!






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