POI Putting A Stake in the Ground for TPM-TPO
and Collaborative Marketing
Committing to Customer Relevancy
April 14-16, 2013
Embassy Suites O’Hare
Sunday, April 14, 2013
2:00 PM - 6:00 PM
POI CCM (Certified Collaborative Marketer™) Education Advisory Board Meeting by invitation
3:00 PM - 7:00 PM
6:00 PM - 7:30 PM
Welcome Cocktail Reception Sponsored by:
Monday, April 15, 2013
7:00 AM - 5:30 PM
7:00 AM - 8:00 AM
Networking Breakfast Sponsored by:
8:00 AM - 8:15 AM
WelcomeMichael Kantor, CEO and Founder, Promotion Optimization Institute, LLC
8:15 AM - 9:15 AM
Keynote: 'Me' Marketing: Get Ready for the Promise of Real-Time, Context-Aware Promotions in Consumer Goods
A future is coming where grocery shoppers will get personalized real-time offers while they are in store, powered by what Gartner calls Context-Aware Computing. In this session, Gartner will lay out the ecosystem for this future, the associated benefits and risks, and what you can do to get ready for it. How is the Nexus of Forces shaping consumer goods marketing?; How will companies manage the new realities of building loyalty-based relationships with consumers?; What steps does the business and IT need to take to get ready for this future?
Presented by:Dale HagemeyerVice President GartnerDon ScheibenreifVice President Gartner
9:15 AM - 10:15 AM
10:15 AM - 10:35 AM
Networking Coffee BreakSponsored by:
10:40 AM - 11:30 AM
Presented By: Heather DodgeTrade Finance Analyst Seventh Generation, Inc.
Session B: Certified Collaborative Marketer (CCM)™ – Modeling - Predictive Analytics Course*Utilizing a disciplined, metrics-driven approach, Collaborative Marketers use data to predict, analyze, and improve pricing/promotion performance by aligning goals, cross-functional understanding, financial and supply chain integration, technology, and customer satisfaction. By attending this session, you will:• Learn about, and define Predictive Analytics• Recall how Predictive Analytics can be used to gain a competitive advantage in business• Apply basic knowledge on simulation and optimization• Utilize pragmatic applications for predictive analytics in annual planning and trade promotion spending• Recognize how Predictive Analytics can be used to collaborate with business partners*POI Attendees who participate in this session will receive credit towards their Collaborative Marketing CertificationInstructed by:Mike BrueningClient Director DemandTec an IBM Company
11:30 AM - 12:20 PM
Presented By:Mike Pommer VP AnalyticsGenpactNick SorvilloFormer Senior Vice President Customer InsightsKraft Food Inc
Session B: CCM™ - Social Media for the Collaborative Marketer: What Everyone Should Know
Social Media continues to grow in importance as a channel, but the early adopters and learners have not always been rewarded. In fact, there are many companies who have simply ignored it. As the channel, platforms and offerings have quickly evolved, it is challenging to get management buy-in on Why, How and What you should be doing, nonetheless measuring.
During this 45 minute session, we will do a topline review of Social Media, and its role in the marketing mix. Social media is complicated, and we will break down the leading channels, tactics and their corresponding strategies and objectives.
Instructed by: Elaine OussorenPresidentBrand Aid Digital
12:20 PM - 1:35 PM
Networking LunchSponsored by:
1:40 PM - 2:30 PM
Afternoon Keynote: What's Keeping Top Retail Marketing Executives Up at Night- And What They're Doing About it!In 2013, the world is increasingly global, interconnected, and moving with an inconsistent rhythm that can seem jarring to even the best-prepared leader. Manufacturers and Retailers have become increasingly complex as they are exposed simultaneously to extreme and paradoxical market situations across the globe. It’s enough to lose sleep over, but the best leaders are positioning their teams to thrive even in these uncertain times. Learn the steps you can take to succeed from strategy through execution! Presented by:Dr. John L. StantonProfessor of Food MarketingSaint Joseph's University
2:30 PM - 3:20 PM
Having built a solid foundation, Premier Foods is taking the next steps on their "TPM to TPO” Journey. They’re focused on the next step for optimization, including, but not limited to gaining accuracy and continuously improving their ability to deliver business insights.
Presented by:Trevor Barrett, SAP CC Logistics ManagerPremier Foods, plc
3:20 PM - 3:40 PM
3:45 PM - 4:30 PM
Session A: Utilizing Available Tools/Data to Course Correct Product Promotional Mix and Improve ProfitabilityThe Physicians Formula brand has a loyal and rapidly growing consumer base, and has one of the highest perceived quality images in the masstige market. Their products provide above-average profitability for retailers due to their higher price points and sales per linear foot. Consistently driving profitability goals requires them to continuously adapt, learn, and improve upon promotional effectiveness, and mutual wins with trading partner. Learn how Physicians Formula Cosmetics applies data, tools, and course correction strategies to succeed. Presented by:Jeff Rogers, PresidentPhysicians Formula Cosmetics
4:35 PM - 5:25 PM
General Session: Lessons Learned on the TPO Journey, Leading Practices for TPO at Every StageTo achieve benefits from Trade Promotion Optimization, companies need the capabilities to optimize trade promotion, as seen The more mature the TPO capabilities and ability to course correct, the greater the number of benefits. Each panelist has committed to, and taken on the challenge of TPO in an effort to make every dollar count for the trading partner relationship, and continues to achieve results at every stage. Attendees will learn the benefits gained at each phase of implementation.Moderated by:Carey Wong Industry Principal, Retail and Consumer Goods Industry Business UnitOraclePanelists:Kevin KroymannNational Manager, Trade MarketingHormel Foods Tom GroffBusiness Process Manager The Hershey Company
Sarah MeyerTrade and Customer Marketing ManagerRich Products CorporationConsumer Brands Division
5:30 PM - 7:00 PM
Networking Cocktail Reception Sponsored by:
7:00 AM - 12:30 PM
7:00 AM - 8:00 AM
Networking BreakfastSponsored by:
8:05 AM - 8:10 AM
WelcomeMichael Kantor CEO and Founder Promotion Optimization Institute, LLC
8:10 AM - 9:00 AM
By sharing and integrating previously untapped customer and loyalty insights, retailers are taking a completely new approach to the way assortments are created. "The insights derived from proper store clustering and assortment/space allocation provides retailers and manufacturers with the ability to manage collaborative efforts, from planning, to implementation, to the customer. In the end, using these insights will create a better shopping experience that best serves customers by generating improved business results through customer relevancy. This ensures that the customer remains at the center of the business planning process, thereby increasing shopper satisfaction and long-term loyalty and profitability.Presented by:Robert HannahManaging PartnerData Ventures, Inc.
9:00 AM - 9:50 AM
General Session: Chicken or Egg – which comes first standardizing the processes, or moving to a standard system?
As many companies look at their trade fund spending practices around the globe, and/or product lines, what typically comes up is how standard can we be? How much differentiation is needed to still achieve the business objectives? Can I standardize the system and not the work processes? We will look to have an interactive discussion amongst the attending companies facilitated by Procter & Gamble’s journey over the last several years.
Presented by:Craig BrinkmanGlobal Trade Funds Finance ManagerProcter & Gamble
9:50 AM - 10:10 AM
Networking Coffee Break Sponsored by:
10:15 AM - 11:00 AM
General Session: Transforming Sales & Operations Planning into a Competitive AdvantageA robust and mature sales & operations planning (S&OP) process is essential for creating and sustaining competitive advantage. However, what was once a periodic exercise in simply balancing supply and demand has now transformed into a highly collaborative real-time exercise in reconciling varying perspectives on inter- and intra-enterprise demand to dramatically improve both demand and supply side forecasting and fulfillment. In this session, learn how Kraft is leveraging recent technology innovations to address the challenges of consensus demand building, what-if scenario development, and process management along with broader issues of globalized S&OP and financial integration.Presented by:John BuckleyDirector of Integrated Business PlanningKraft Foods
11:00 AM - 11:45 AM
General Session: From Collaboration to Competitive Advantage: Leveraging a Managed Service Approach to Optimizing PromotionsMore than ever before, marketers are challenged to drive increasing ROI while implementing more frequent and complex promotions. Learn how a large QSR, a large beverage company, and a major CPG company create a competitive advantage leveraging downstream data, mobile couponing, consumer insight and customized account team reporting to understand and improve performance.Presented by: Don PatchellVice President Business Analytics
11:45 AM - 12:30 PM
Presented by:Jim HertelManaging PartnerWillard Bishop
Cathy ShifflettVP Center StoreTops Markets, LLC
12:30 PM - 12:35 PM
Closing/Action Items - Michael Kantor, CEO and Founder Promotion Optimization Institute, LLCJune 5-6, 2013: Certified Collaborative Marketer Oreintation, at Saint Joseph's UniversityNovember 3-5, 2013: POI Collaborative Marketing for Competitive Advanced Summit
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