Conference Archives

The Heat is On!
 Fall 2007 Conference - Miami, FL


The Web 2.0 Customer Engagement Pyramid: A Framework for Evaluating Web 2.0 Initiatives and Building Customer Loyalty, presented by Joe Lichtenberg, Vice President of Marketing and Business Development, Eluma.

    There is no shortage of Web 2.0 tools and technologies available to marketers to implement in the context of their brands, including social networks, blogs, wikis, forums, and customer reviews.

    • How can you best determine which ones to implement?
    • How can you use Web 2.0 to create loyal users who not only buy more, but also advocate on behalf of your brand?
    • Does "turning over the keys" to your users create more problems than it solves?
    • Can Web 2.0 help you move perishable travel inventory without resorting to deep discounting?

    This session will explore these issues, present a novel framework to use to help evaluate the various Web 2.0 technologies, and discuss case studies and metrics.

    About the Speaker:

    Joe brings to Eluma more than two decades of sales and marketing experience with enterprise software companies. He served as vice president of marketing for Cape Clear Software, an enterprise middleware software company; Bowstreet, a provider of development tools for adaptive J2EE applications (acquired by IBM in 2006) where he was instrumental in repositioning the company, developing a major strategic relationship with IBM, and in successfully expanding into new market segments; and ArsDigita, a provider of Enterprise Collaboration Management software that was acquired by Red Hat. Prior to that, Joe held a variety of sales and marketing management positions at PTC, where he helped grow revenue from $10M to over $1B during his 11 year tenure. Joe holds a B.S from University of Vermont and an M.S. from Boston University.




Delivering Great Customer Experiences, One Customer at a Time, presented by Bob Pagano, Managing Director, Red Sky Insights, LLC.

    A lot has been written over the past 15-20 years about brands and branding. What we have learned from over thirty years working with all types and sizes of companies is this: customers today are being subjected to some of the worst service experiences ever. Despite all of the smart and sensible writings on the subject, little has been done to improve the quality of customer experiences.

    In this session, we will explore:

    • the changing nature of companies, brands, and buyer behavior
    • conditions driving customer dissatisfaction
    • steps for success
    • conditions that trigger operational branding
    • and much more!

    About the Speaker:

    Bob is currently a Managing Director of Red Sky Insights, LLC, based in New York and Boston. Red Sky provides strategic brand consulting designed to help companies align their assets and resources to deliver outstanding customer experiences.

    Bob was most recently a Senior Partner at Lippincott Mercer in New York. He was also a Partner and Manager of the global brand practice at Monitor Group, the global strategy consulting firm founded by Harvard's Michael Porter in 1983.

    A partial list of the clients Bob has worked for include: American Express, Royal Dutch Shell, Lilly, ING, Hyundai-Kia, Hitachi, MSNBC and AGFA.

    Earlier in his career, Bob was CMO of AnyDay.com, a Senior Vice President of Mullen Advertising and was the founder and CEO of Pagano Schenck and Kay Advertising in Boston.

    He has written numerous articles including "The Importance of Constituency Management" 2006, Handbook of Business Strategy; "Now What Was it You Wanted to Sell Me?" with Red Sky Partner, Anthony Bennett, and; "CMO's and ROI: The Critical Connection" with Monitor colleague Tony Siesfeld, Phd.

    He has also addressed a number of business audiences including the MIT Marketing Forum, the Asia Business Council in Singapore, the Global Business Network's 2005 Brand Forum and the Richmond Events Brand Conference, both in New York.

    Bob holds a Bachelor of Arts degree from Rochester Institute of Technology (Eisenhower College) and lives in Lincoln, Massachusetts.




Life Stage Travel Marketing: Delivering the Right Message for the Trip of a Lifetime, presented by Bob Adams, CTC, Industry Strategist, Acxiom Travel & Entertainment Division.

    To take advantage of growth potential, retain and grow revenues from current customers and capture new ones, travel marketers must understand and address the unique needs of multiple generations at each stage of life.

    About the Speaker:

    Bob Adams is an industry strategist for Acxiom's Travel & Entertainment group. He works with the T&E team, providing a comprehensive view of the marketplace and creating marketing strategies that deliver profitable revenue growth. Bob is an expert in travel & entertainment marketing, having served more than 20 years as a senior-level travel marketing executive before joining Acxiom in 2006.

    He works closely with the Acxiom team to create solutions that specifically benefit the T&E industry clients and their marketers. He actively promotes customer-centric strategies with clients, drawing on his previous experience as chief marketing officer for ResortQuest International and vice president/director of marketing for Boyd Gaming. He has also worked with several major hotel chains, including Marriott, Sheraton and Hilton.

    Bob has received national gold awards from the Hospitality Sales and Marketing Association International for his marketing work for ResortQuest. He has presented at several trade conferences, including the Association of Travel Marketing Executives (ATME) and TravelCom Res-Expo. Bob is a member of ATME and serves on the membership committee for the Travel Industry Association of America (TIA). In his free time, he enjoys spending time with his family and volunteers with Habitat for Humanity and the Boys Club of Memphis.




PANEL: Travel and Web 2.0, moderated by Joe Lichtenberg, Vice President of Marketing and Business Development, Eluma.

    Panelists include:
    • Mark Dority, EarlyReturns Program Manager, Frontier Airlines
    • Bob Soukup, Managing Director WorldPerks, Northwest Airlines
    • Steve Mathwig, Director, Loyalty Marketing, Midwest Airlines
    • John Reistrup, Vice President, Travel Marketing, Bill Me Later, Inc.

    A lively discussion comparing current and planned practices in varying segments of travel. What is the basis for program enhancements, who is soliciting customer input, who follows blogs, who is developing online communities, and more.

    About the Speaker:

    Joe brings to Eluma more than two decades of sales and marketing experience with enterprise software companies. He served as vice president of marketing for Cape Clear Software, an enterprise middleware software company; Bowstreet, a provider of development tools for adaptive J2EE applications (acquired by IBM in 2006) where he was instrumental in repositioning the company, developing a major strategic relationship with IBM, and in successfully expanding into new market segments; and ArsDigita, a provider of Enterprise Collaboration Management software that was acquired by Red Hat. Prior to that, Joe held a variety of sales and marketing management positions at PTC, where he helped grow revenue from $10M to over $1B during his 11 year tenure. Joe holds a B.S from University of Vermont and an M.S. from Boston University.




Delivering Great Customer Experiences, One Customer at a Time, presented by Bob Pagano, Managing Director, Red Sky Insights, LLC.

    In a follow-up to his general session presentation, Bob will further explore the changing nature of companies, brands, and buyer behavior. Join him to learn more about customer dissatisfaction and what your company can do to prevent it.

    About the Speaker:

    Bob is currently a Managing Director of Red Sky Insights, LLC, based in New York and Boston. Red Sky provides strategic brand consulting designed to help companies align their assets and resources to deliver outstanding customer experiences.

    Bob was most recently a Senior Partner at Lippincott Mercer in New York. He was also a Partner and Manager of the global brand practice at Monitor Group, the global strategy consulting firm founded by Harvard's Michael Porter in 1983.

    A partial list of the clients Bob has worked for include: American Express, Royal Dutch Shell, Lilly, ING, Hyundai-Kia, Hitachi, MSNBC and AGFA.

    Earlier in his career, Bob was CMO of AnyDay.com, a Senior Vice President of Mullen Advertising and was the founder and CEO of Pagano Schenck and Kay Advertising in Boston.

    He has written numerous articles including "The Importance of Constituency Management" 2006, Handbook of Business Strategy; "Now What Was it You Wanted to Sell Me?" with Red Sky Partner, Anthony Bennett, and; "CMO's and ROI: The Critical Connection" with Monitor colleague Tony Siesfeld, Phd.

    He has also addressed a number of business audiences including the MIT Marketing Forum, the Asia Business Council in Singapore, the Global Business Network's 2005 Brand Forum and the Richmond Events Brand Conference, both in New York.

    Bob holds a Bachelor of Arts degree from Rochester Institute of Technology (Eisenhower College) and lives in Lincoln, Massachusetts.




Data Segmentation to the 4th Degree, presented by Mike Fitzpatrick, Vice President - Account Services, Cohorts.

    The right segmentation and analysis of your data will drive greater understanding, targeting, and communication with your customers and prospects. Using these results to get the right message to the right household will significantly improve the effectiveness and ROI of your data-based marketing initiatives and strategies. Learn how during this informative and entertaining session.

    About the Speaker:

    Mike is focused on developing Cohorts' clients in hospitality, gaming, time-share and e-commerce. Helping these vertical industries apply the Cohorts segmentation tool to their personalized marketing efforts, Fitzpatrick has elevated the concepts of household-based segmentation to new levels of offline and online marketing excellence.

    Prior to joining Cohorts, Fitzpatrick was the circulation director for Rodale Inc.'s Colorado office where he managed all circulation marketing functions for six different publishing products. He oversaw all budgeting processes, new and renewal subscription marketing and manipulation of the customer database.