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THE 2022

"The content & speakers were superb; venue was great; and networking excellent."
- 2022 Attendee Feedback Survey

About the 2022 Marketing Summit

Date: September 29-30, 2022

Location: Union South, Madison, WI

Attendees: Approximately 300

Hear about the 2022 Marketing Summit from our alumni and industry friends that were there!

2022 Sessions


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Winning at Digital Personalization: What Leaders Do

John Copeland, Adobe

In this talk John Copeland, VP in Adobe’s Digital Strategy Group, walked through recent research results on some of the most important capabilities and practices of companies getting more out of personalizing their customers’ digital experiences. Areas covered included: data strategy and activation, scaling efficient content creation, and orchestrating customer journeys.

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Return on Nation Brands

Professor Dave Reibstein, The Wharton School

Geographies have brands just like products. The brand of a geography has economic implications. Ranking of the top 85 countries in terms of how their brand contributes to their economies.

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Three to Watch Out For: Emergent Global Trends that Will (Re)Shape Marketing

Oscar Yuan, Ipsos Strategy3

Oscar took us through an exploration of global human and economic shifts and trends. The session outlined related implications for Marketing, providing context for sessions throughout the rest of the day.

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Marketing Leadership Perspectives

Professor Chris Moorman, Duke University; Brian Cooper, Juniper Networks; Kate Manfred, Discover; & Sherina Smith, American Family Insurance

Chris Moorman has been studying marketing leaders for 14 years through Duke’s/the CMO Survey. This survey has allowed universities and companies to predict the future of markets, track marketing excellence and improve the value of marketing. One reason the CMO survey was started was because “marketing leaders are often not interviewed by the press or investors for their views on critical marketplace trends or company marketing activities.” This discussion brought the survey to life. Chris covered some of the key learnings from the most recent survey and our panel of Marketing Leaders offered their insights on the topics.

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Superior Consumer Experiences Powered by Human + Data + Technology, A P&G Case Study

Eric Bressinger & Kirti Singh, Procter & Gamble

P&G’s Business models and Brand building are centered around the consumers they serve. Today, P&G has the ability to understand consumers better than ever, proven when we bring together Human + Data + Technology. This enables them to create consumer experiences – through brand and product innovations – that are superior, enabling P&G to be a force for growth and a force for good. Insights are about humans and observing, listening and being with consumers is indispensable. Increasingly they are leveraging the power of Data & Technology to enable this at scale – all in service to creating superior brand experiences for the 5 billion consumers P&G serves every day.

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Social Commerce: A New Social Revolution – Panel discussion

Panelists: Tom Brown, Meta, Kyle Gore, PepsiCo, Elizabeth Oats, Ulta Beauty

Moderated By: Ken Nelson, Deloitte

Social commerce is a consumer experience on a social platform that blends the point of inspiration with the point of purchase. In 2021, the global social commerce was $585B, and is expected to hit $1 Trillion by 2024*. Social commerce reimagines a rapidly evolving consumer retail experience in a social and soon-to-be unlimited reality environment by:

  •  Leveraging creators, content, and communities to nudge consumers towards a particular shopping mindset

  •  Using deep consumer insights to drive engagement, impulse, and purchase

  •  Creating a seamless shopping experience for the consumer

This session explored the ecosystem players & platforms, global trends, and heard from our Panel of experts of both success and challenges brands and creators undertake in driving the creator economy.

Concurrent Sessions

A CMO’s Approach to an Analytics and Data Driven Marketing Org

Christie Raymond, Kohl’s, and Jeff Simpson, Deloitte

A User Research (UX) Panel: An up-to-date glimpse into the realities of the use of UX Research in Tech

Panel: Tyler Kettle, Google; Lindsey Rasie, Adobe; & Malia Zoghlin, Groupon

Moderated by: Catherine Cooper, EmpathyWise

Never Be Interesting

Elizabeth Oates, Ulta Beauty

The Future of Segmentation & 1:1 Targeting

Dave Schaff, Ibotta

Estimating Display Advertising Response

Paul Hoban, Amazon

The New Brand Marketing for Challenging Times: Gaining Relevance through Responsibility

Cheryl Stallworth-Hooper & Melissa Dougherty, ShedLight

Microsoft’s Viva Sales Launch – a case study

Kirstin Hamlyn & Katy Olmstead, Microsoft

Building Marketing Impact in High Growth Tech

Saqib Mustafa, Snowflake

Building Purpose Driven Brands, Why It Starts With Your Core

Kurt Kober, The Honest Company

Potent New Opportunities for Growth and Pre-Emptive Advantage only now Emerging

Marsha Lindsay, Lindsay Foresight & Stratagem

The Design of Winning Marketing Organizations

Professor Neil Morgan, Indiana University

Innovating to Stand Out: The 7 Winning Principles of Differentiation

Cherri Prince, Seed Strategy (A Burke Company)

2022 Sponsors

Leadership Level Sponsors

Student Supporter Sponsors

Thank you to everyone for joining us at the 2022 Marketing Summit. We look forward to seeing you again on September 12-13th, 2024 for the 2024 Marketing Summit. Once again we will be bringing a fantastic lineup of speakers to Union South on the UW-Madison campus here in Madison, WI. Please visit our other pages for additional information about future Summits!

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