MITX Data Summit: Turning Data into Customer Value

Fidelity Labs

  • 245 Summer St
    Boston, MA 02210
  • Wed, October 17, 2018
    8:30a - 5:00p

Join us in October for the MITX Data Summit at Fidelity Labs!

The MITX Data Summit is the must-attend Boston conference for the most in-depth actionable insights and intelligence to boost business results through data analytics. It brings together data focused brands and agency marketers, data scientists, and analysts to learn about the leading technologies and strategies for succeeding in this increasingly data-driven digital world.
Today’s most successful companies prioritize customer-centricity… And seamless, personalized, omnichannel customer experiences are driven by data. Brands that cleverly measure, acquire and link data are able to meet the individual needs of the customer, as well as the prospect.
Join this live event for a first-hand look at how to leverage your data to create the best customer experiences.
Interested in speaking at the Data Summit?  Submit a proposal here!

Summit Advisory Board:



8:15 AM – 9:00 PM
Registration, Coffee & Networking 
9:00 AM – 9:10 AM
Welcome Remarks 
Amy Quigley, President, MITX
9:10 AM – 9:40 AM
Insight Presentation: Hold On… Are We As Customer-Centric As We Think?
Gene Cornfield, Managing Director – Marketing & Experience Transformation, Accenture
More companies than ever are using data and technology in their omni-channel customer experiences. But many are finding their efforts, though increasingly sophisticated technically, are having little – and sometimes negative – impacts on business outcomes. In this session, Gene Cornfield will help us take a step back to understand why most companies, despite proclamations of customer centricity, are falling short of customer and company expectations. He will help you evaluate how customer-centric your strategy and activities really are, and will share several key factors to ensuring your data and technology investments deliver optimal value for both your customers and your company.  In partnership with Accenture
9:45 AM – 10:00 AM
Disrupt! Series: LUMO
Bala Chandran, Co-Founder and CEO, Lumo
Lumo predicts flight delays weeks, days, and hours ahead of time, helping users proactively deal with disruptions and avoid the costs and inconvenience associated with air travel disruptions. Lumo is like a weather forecast for your trip. Founded by a team of PhDs and based in Boston and Boulder, Lumo’s predictions assist corporations, airlines, travel management companies, online booking tools, and other travel entities in managing flight disruptions. Technology developed by Lumo under Small Business Innovation Research (SBIR) grants from NASA also measure airspace efficiency and allocate airspace resources for future manned/unmanned aircraft operations.
10:05 AM – 10:35 AM
Transforming an Industry: Building a Data Team in a Hyper-growth Environment
Scott Breitenother, Former VP of Data and Analytics, Casper
Casper revolutionized the $14 billion dollar mattress industry by developing the perfect sleep environment and delivering it directly to your door. The company, which has been called “The Amazon of Sleep,” has stuck to one core value as they’ve grown into a near-billion dollar business: provide the best customer experience possible. As part of this mission, Scott Breitenother, Casper’s former VP of Data and Analytics – and one of the company’s first employees, ensured that the company was poised for hyper-growth by optimizing the product experience and surfacing key data insights to the entire organization. In this session, learn best practices to build a data and analytics team to support and drive hyper-growth at your company.
10:40 AM – 10:55 AM
Disrupt! Series: WHOOP
Kristen Holms-Winn, VP of Performance, WHOOP
WHOOP, the human performance company, transforms how athletes understand their bodies and unlocks their inner potential. Designed for the 24-hour performance lifestyle, WHOOP has built a system across hardware, analytics and community used by the most elite athletes in the world to positively change behavior through actionable recommendations. Kristen is the VP of Performance at WHOOP and works directly with professional and NCAA athletes to help them understand how to interpret and use data to drive positive behavior changes related to sleep and recovery.
11:00 AM – 11:15 AM
Networking Break
11:20 AM – 12:05 PM
Breakout 1: First, Master the Fundamentals: Tools & Techniques for Building a Customer Data Strategy – with David Spitz, CMO of mParticle, and Eliza DeMarseilles, Mobile Product Manager, For most companies, customer satisfaction has flatlined; for as many as 30% it’s declining. More than half of CMOs aren’t able to measure ROI across channels. 80% of companies will fail to meet the data protection standards set forth by GDPR. These are all symptoms of a deeper problem: companies’ customer data strategies and operations haven’t kept up with the customers’ journeys…or their expectations. And yet, a small number of brands are able to delight customers at every interaction, measure marketing holistically, and safeguard consumer data to the highest degree. Join this breakout session to learn what leaders like Spotify, Starbucks, Airbnb, and JetBlue do to manage their customer data differently. You’ll hear directly from one such brand – – which, thanks to its innovative technology and high degree of customer loyalty, was recently acquired by PetSmart for $3.35B in the largest e-commerce acquisition ever. Walk away with practical guidance and tools to help you hone your customer data strategy and vision, align stakeholders around key use cases, and built the proper foundations for success.
Breakout 2: Beyond Programmatic: How Smarter Data Strategy Helps PF Flyers Soar Alongside Industry Giants – with Bill Grover, Marketing Manager (North America), The Exchange Lab; Chris Hopkins, Senior Director of Analytics, North America, The Exchange Lab; and Nicole Underwood, Integrated Marketing Associate, PF Flyers. As a small (but mighty) marketing team, PF Flyers’ constant challenge is to gain visibility among a fashionable Millennial audience while spending a limited budget as efficiently as possible. Using data-driven insights and expertise to better understand customer journeys and the characteristics of the digital environments leading viewers to engage with the brand, their strategy includes multiple stages which correspond to different levels of the customer acquisition funnel. Find out how this classic American shoe brand is competing against industry titans by leveraging their programmatic data, smarter.
12:10 PM – 12:55 PM
1:00 PM – 1:30 PM
Panel Discussion: Creating Real Customer Value
Meera Murthy, VP of Strategy, Evergage; James Aylward, SVP, Head of Data Product, Pluralsight; Evan Gerber, VP of Cognitive Design, Fidelity; Ryan Lester, Director, Customer Engagement Technologies, LogMeIn; ModeratorLindsay Blanch, SVP, Head of Decision Science, Hill Holliday
According to Epsilon Research, 80 percent of consumers are more likely to do business with a company if it offers a personalized experience. Connecting with a consumer based on their unique interests and preferences is on the rise. Join us as we learn how to leverage data to create one-to-one marketing experiences that truly engage your customer and create real value.  In partnership with Evergage
1:35 PM – 1:50 PM
Disrupt! Series: Armored Things
Julie Johnson, President, Armored Things
Armored Things is a Boston-based startup building a predictive cyber-physical incident response platform to keep people safe in large shared spaces like schools, stadiums, and streets. They provide security operations and early warnings of risks, better information to assess threats, and faster responses through automation using existing IoT and mobile device systems.
1:55 PM – 2:25 PM
Measure What Matters: Data Strategy to Drive Results
Jennifer Brett, America Senior Insights Manager, LinkedIn
Today, data is available to allow marketers to move away from traditional metrics of measurement, such as clicks and engagement, and move towards a more meaningful measurement of success, such as quality of leads and closed deals. Measuring what matters allows marketers to make decisions that can truly affect business results, i.e. revenue. In this session, you will learn what it means to ‘measure what matters’. Get specific examples of data measurement that can enable better decision-making and lead to a better ROI, and stronger business results.
2:30 PM – 2:45 PM
Networking Break
2:50 PM – 3:20 PM
Panel Discussion: Leveraging Contextual Data to Better Understand Your Consumer
The use of AI is becoming more common in smartphones, connected home devices, wearables and connected cars, driving an explosion of contextual user information, which has become a valuable resource for marketers. In this session, we will explore location intelligence, offline analytics, and proximity marketing to learn how brands are leveraging data to better understand their customer and gain competitive advantage. Speaking: Waze, Soofa, ZipCar, and Dunkin’ Brands. Moderator: Joe Lovett, Senior Director of Strategic Planning, Cramer
3:25 PM – 3:55 PM
Mission Critical: Leveraging AI, ML, Search & Voice to Accomplish Your Mission
Keith Kocho, Product Leader, Spotify
Learn how Spotify is applying multiple data sources to help make the world a better place via Music. Keith believes that the role technology (enabled by data) plays should be invisible. It should enrich lives, not complicate them. He spends his days helping make the world a better place by bringing people closer. Join this session, as we get to the heart of what really matters – the real reason and meaning behind data: better customer experiences. Hear how Spotify is leveraging AI, ML, Search & Voice data and how you can too!
4:00 PM – 5:00 PM
Happy Hour



James Aylward

SVP, Head of Data Product / Pluralsight

Lindsay Blanch

SVP, Head of Decision Science / Hill Holliday

Christian Boesen

Head of Brand Partnership, East / Waze

Scott Breitenother

Former VP of Data & Analytics / Casper

Jennifer Brett

AMER Senior Insights Manager / LinkedIn

Bala Chandran

Co-Founder & CEO / Lumo

Gene Cornfield

Managing Director - Marketing & Experience Transformation / Accenture

Bill Grover

Marketing Manager (North America) / The Exchange Lab

Kristen Holms-Winn

VP of Performance / WHOOP

Chris Hopkins

Senior Director of Analytics, North America / The Exchange Lab

Julie Johnson

President / Armored Things

Keith Kocho

Product Leader / Spotify

Ryan Lester

Director, Customer Engagement Technologies / LogMeIn

Joe Lovett

Senior Director of Strategic Planning / Cramer

Paul Murray

Director of Digital Experience / Dunkin' Brands

Meera Murthy

VP of Strategy / Evergage

David Spitz

CMO / mParticle

Nicole Underwood

Integrated Marketing Associate / PF Flyers


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