Opticon Opticon
New York New York
September 21 September 21 2016
2016

Thank you for a great Opticon!

At Opticon New York, attendees learned how the most innovative digital companies are embracing creative experimentation and data-driven decision making to drive deeper and more resilient relationships with their customers.

2016 Speakers

Kevin Eagan

Kevin Eagan
Chief Experience Officer and GM, Digital Platforms,
IBM

Kevin Eagan is General Manager for IBM Digital. In this role he is responsible for design, development, marketing, and operations for IBM’s digital platforms, including ibm.com and the IBM Marketplace. Kevin is a recognized leader in the technology industry who regularly shares his expertise on topics of digital strategy, e-commerce, and customer experience design.
Jeriad Zoghby

Jeriad Zoghby
Director and Global Lead,
Accenture

Jeriad Zoghby is the Managing Director and Global Head of the Personalization & Media Optimization practice for Accenture Interactive. His practice specializes in helping clients industrialize their personalization capabilities with a focus on creating uniquely curated marketing & experiences in real time for each individual and context in a seamless manner across channels.
Tara Goldman

Tara Goldman
Senior Director of Product,
Weight Watchers

Tara Goldman is the Senior Director of Product at Weight Watchers. She leads the Growth and Onboarding product teams as well as a global optimization program focused on both acquisition and retention opportunities.
Ari Sheinkin

Ari Sheinkin
VP of Marketing Analytics,
IBM

Ari is leading IBM's transformation into an industry leading data-driven marketing organization. His team is on a mission to weave big-data insight seamlessly into the fabric of IBM's daily processes and into the DNA of their employees.
Matt Donovan

Matt Donovan
Dir Experience Optimization,
New York Times

Matthew Donovan is a 16 year marketing professional, specializing in A/B testing and data driven, omni-channel experience optimization. Matthew has worked for brands such as the NBA, DIRECTV, and now the New York Times. He has an MBA in Marketing from Fordham University and lives in New Jersey with his wife Erica, and daughters Emalyn and Ellie.
Matty Wishnow

Matty Wishnow
Founder and CEO,
Clearhead

Matty Wishnow is the founder and CEO of Clearhead, the leading digital optimization company. Clearhead is an award-winning agency and consultancy that helps clients like Adidas, Tory Burch and Vitamix optimize business outcomes through continuous testing and personalization.
Kendall Giglio

Kendall Giglio
CRO & Testing Manager,
Elite SEM

Spearheading Elite SEM’s CRO division, Kendall brings 6 years of CRO and digital marketing experience along with hundreds of A/B and multivariate experiments to Elite SEM, applying her expertise to strategic processes and strategies set to optimize the post-click user experience.
Chris Neumann

Chris Neumann
Founder and CEO,
CROMetrics

Chris Neumann is an expert in user acquisition and CRO. Working for household names such as Weight Watchers, Facebook, and Trulia, he drives organizational change to make decisions using data rather than opinions. Chris is CEO and founder of CROmetrics, a rapidly growing marketing consulting firm, which won multiple Optimizely awards.
Claire Vo

Claire Vo
CEO & Co-Founder,
Experiment Engine

Claire is the CEO and co-founder of Experiment Engine, a platform for teams to manage and scale their testing programs. Experiment Engine is an Optimizely Technology Partner that helps support advanced testing teams from companies like Microsoft, Starbucks, and The Honest Company.
Andrew Tider

Andrew Tider
Co-Founder,
SideProject

Andrew Tider is the co-founder of SideProject, a NYC based creative consultancy which helps brands achieve growth by pushing beyond their comfort zones to tell their stories in experimental ways. Prior to SideProject, Andrew spent 15 years setting the tone and style for major consumer brands as a Creative Director at some of the world’s most well regarded advertising agencies.
Jeff Greenspan

Jeff Greenspan
Co-Founder,
SideProject

Jeff Greenspan is the co-founder of SideProject, a NYC based creative consultancy which helps brands achieve growth by pushing beyond their comfort zones to tell their stories in experimental ways. Jeff was BuzzFeed’s first Chief Creative Officer, a Creative Strategist at Facebook, and a Creative Director at BBDO NY.
Dan Siroker

Dan Siroker
Co-Founder & CEO,
Optimizely

Dan is the co-founder and CEO of Optimizely, which originated from his experience as the director of analytics on the 2008 Obama campaign. Formerly, Dan was a product manager at Google and studied computer science at Stanford.
Pete Koomen

Pete Koomen
Co-Founder & CTO,
Optimizely

Pete Koomen is the co-founder & CTO of Optimizely. Pete co-founded Optimizely after three years at Google, where he worked on Google App Engine, among other projects.
Linda Crawford

Linda Crawford
Chief Customer Officer,
Optimizely

Linda Crawford is the Chief Customer Officer at Optimizely and a go to market executive with demonstrated leadership in all aspects of sales, marketing, product and customer success at high growth companies.
John Provine

John Provine
Director, Product Management,
Optimizely

John is a Senior Product Manager at Optimizely focused on APIs and integrations. Prior to Optimizely, John was a software engineer and product manager at Google, where he ran hundreds of A/B tests to improve Google's search results and launched new search interfaces including Universal Search and the Knowledge Graph.
Jon Noronha

Jon Noronha
Director, Product Management,
Optimizely

Jon is a Senior Product Manager at Optimizely. He's been proud to launch new features like the Optimizely Developer Platform and Audience targeting, and he can't wait to share his latest project at Opticon. Before joining Optimizely, Jon rans hundreds of A/B tests himself as the Product Manager for Microsoft's Bing Image Search.
Hudson Arnold

Hudson Arnold
Strategy Consultant,
Optimizely

Hudson is passionate about UX, analytics, project management, and technology, and loves discovering best practices to apply them together in experience optimization. He is recognized as a thought leader both in and outside of Optimizely for his work developing personalization and experimentation strategy for our customers and partners.

Agenda

Time & Details
Time
Details
Registration & Breakfast
Opticon 2016 Keynote

Join Optimizely CEO, Dan Siroker as he lays out the vision of how Optimizely’s will allow your organization to experiment everywhere. Learn how our new offerings will help you uncover new insight into your customers’ wants, needs, and behaviors through continuous feedback--paving your way to the future of customer experience.

Dan Siroker
Co-Founder and CEO, Optimizely
Kevin Eagan
Vice President & General Manager, IBM Digital
Break
Customer Innovation Showcase

Learn how some of the world’s most forward-thinking companies are embracing notions like creativity, bravery, and failure to run highly effective experimentation practices using Optimizely. You’ll hear a range of voices across industries discuss how they’re leveraging Optimizely in unique ways to make big leaps in improving customer experience, empowering and rallying their workforce internally, and developing smarter, data driven decision making.

Coming out of this session, you’ll walk away with insight around best practices, effective experimentation strategies, and inspiring ways to get your team thinking outside the box by using Optimizely.

Tara Goldman
Senior Director of Product, Weight Watchers
Matt Donovan
Managing Director of Experience Optimization, NYT
Ari Sheinkin
VP of Marketing Analytics, IBM
Networking Lunch
Partner Theater

12:10 - 12:25 - Scaling & Managing High Velocity Testing Programs

What does it take to build a testing and personalization program from a few tests a month to a continuous optimization machine? Many teams struggle to mature their program over time--with limited resources & poor process the most common barriers to increased experimentation. We'll walk through how sophisticated teams like Microsoft use structured workflow, data and automation to scale their Optimizely testing programs and drive higher ROI from their investment in optimization.

Claire Vo
CEO & Co-Founder, Experiment Engine

12:30 - 12:45 - Behavioral Data: How Understanding User Satisfaction is the Key to CRO Success

This session will revolve around interpreting behavior data and what it reveals about customer satisfaction. Extending beyond standard user experience, formulating a strategy that centers around how your site caters to the user’s satisfaction. Kendall Giglio of Elite SEM will cover how to use specific goals to gain different perspectives and viewpoints so test results can create a 360 view that makes sense.

Kendall Giglio
CRO & Testing Manager, Elite SEM

12:50 - 1:05 - Maximize your ROI by Increasing Test Throughput

The best way to increase your ROI on your growth investment is through a consistent and rapid test cadence. Learn how Weight Watchers accelerated their testing program using CROmetrics in a discussion with Tara Goldman from Weight Watchers and Chris Neumann from CROmetrics.

Chris Neumann
Founder and CEO, CROmetrics
Tara Goldman
Senior Director of Product, Weight Watchers
Future State of Personalization

With the digitization of everything & the growth of liquid expectations, how can firms design a more fluid approach to understanding customer preferences & passions to drive personalized marketing & experiences? In this session we’ll discuss how personalization has evolved, the base framework for guiding your personalization transformation strategy, and the major challenges holding firms back from achieving personalization at scale.

We’ll also discuss how the customer genome will establish a new foundation for personalization that will impact what it means for our customers and our companies, leading us into an interactive discussion of what this means for our various industries.

Jeriad Zoghby
Managing Director and Global Head of the Personalization & Media Optimization, Accenture
Break
Strategy Deep Dives (Pick one)

7 Habits of Highly Effective Personalization Organizations

After a morning of exciting technology advancements and visionary discussion with industry leaders, get back into an operational mentality in the personalization workshop. Learn what makes organizations practicing personalization successful, and return to your team with clear action items to upgrade your organization into a personalization powerhouse.

Hudson Arnold
Strategy Consultant, Optimizely

Optimize Everything : A framework for solving your BIGGEST Problems Through Optimization

What problem are you trying to solve? In this session we'll introduce a supremely simple & road tested framework for achieving desired outcomes in every part of your business through data. The framework, called Problem Solution Mapping (PSM) will be brought to life using real-world examples that were ultimately delivered and validated through testing & personalization.

Matty Wishnow
Founder and CEO, Clearhead
Break
Industry Thought Leader

Jeff and Andrew (Founders of SideProject) will share how constant experimentation has allowed them to capture press attention and the public's imagination on behalf of brands and causes.

Behind-the-scenes stories will illustrate practical takeaways to help inspire non-traditional approaches to your own business challenges.

Jeff Greenspan
Co-Founder, SideProject
Andrew Tider
Co-Founder, SideProject
Networking Reception

The New York Event is over. Check out the recorded sessions.

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