IBM Amplify 2016, suggested agenda for bank marketers

1. Here are some suggested sessions
for you and your banking clients to
consider at IBM Amplify 2016
General Session: Outthink ordinary
Tuesday, May 17th | 8:15 AM - 9:45 AM
To outthink ordinary is to think extraordinary, to color outside the
lines, to venture beyond your comfort zone. Leaders who outthink
ordinary identify opportunities others don’t see. These forward
thinkers stake the success of their businesses on understanding
how to best serve their customers. They create brand value where
their customers live, work and play. Hear from IBM Leaders and
leading brands as they share best practices in delivering the right
experience at just the right moment to their customers and how they
transform the ordinary into the extraordinary.
Keynote
How Marketers are Breaking down
Barriers to Drive Growth
Tuesday, May 17th | 10:15 AM - 11:15 AM
Marketers are rising to meet the dual challenges of increasing internal expectations to drive revenue
and brand loyalty matched by increasing customer expectations to receive a highly personalized,
consistent cross-channel experience. Learn how IBM Marketing Solutions is making it easier for
you to break down the barriers between your people, technology and data —enabling seamless
collaboration among teams, connecting customer data across channels and enhancing your
knowledge with cognitive-driven capabilities like real-time personalization. Also hear how innovative
customers are leveraging IBM Marketing Solutions to drive real business results while delivering
customer experiences that
grow relationships and fuel advocacy.
Topic: Marketing
Register today! http://ow.ly/Z4wi7
Key Speaker of Interest
Lisa Claes
Executive Director, Customer
Delivery
ING Direct
Other speakers will include:
Harriet Green,
The GM of Commerce
Kareem Yusef, Head of Offering
Management and Development
May 16 - 19 | Tampa, Florida

2. Page 2ibm.com/amplify
Tuesday Sessions:
MIN-1633: How ING Bank Turkey Uses Integration and Customer
Behavior to Deliver an End to End Experience
Tue May 17 | 11:30 AM – 12:30 PM
MTB-1890: Banking Industry Roundtable -
Keeping Banking Customers Engaged
This is our Lunch and Round Table
Tue May 17 | 12:45 PM – 1:45 PM
Banking Roundtable Lunch, bankers will have an opportunity to network with their peers, see a
brief demo about how Cognitive Commerce can enhance customer engagement and discuss it
with their peers. Powered by IBM Commerce for marketing solutions fueled by Watson APIs, and
with access to an endless universe of information and possibilities, enterprises can now understand
what individuals want (before they know it), deliver the right experience at just the right time and do
this billions of times per day.
Program: Core Curriculum
Sub-topic: Marketing Trends and Best Practices
Location: Tampa Convention Center (Room 14)
Afternoon Keynote
Innovations in Customer Analytics: Connecting
Customer Experience to Conversions
Topic: Customer Analytics
Tuesday, May 17th | 2:00 PM - 3:00 PM
Your customers expect a relevant experience each and every time they interact with you -- across
an increasing range of channels. Connecting the dots across their journeys - in aggregate and
individually – is key to smoothing the path to purchase and loyalty. What innovations make it easier
to connect customer behavior across devices, applications and channels? How can you quickly
identify the actions that will have the biggest impact on your bottom line? Join us in this session
and hear from IBM executives, industry thought leaders and forward thinking customers who
are using the latest innovations in IBM customer analytics to deliver what their customers want,
sometimes before they know it themselves.

3. Page 3ibm.com/amplify
Afternoon Keynote
Adaptive Experiences: Engaging
Customers and Communities in Context
(a Gartner Analyst presentation)
Topic: Digital Experience
Tuesday, May 17 | 3:30 PM - 4:30 PM
Today’s digital economy requires speed and agility to deliver
the right customer-centric experience anytime and anywhere.
Accelerating design, delivery and dynamic update of
personal experience across all channels helps you deliver the
ultimate customer experience. But, how do you ensure those
experiences are exceptional through the end-to-end customer
journey? This session features IBM executives, industry
thought leaders and innovative customers who will discuss
the most critical elements to consider in providing compelling
digital experiences that drive customer action, loyalty and
advocacy. Attend to learn what important strategic steps you
need to consider in providing marketing leading experiences
for your target audiences.
MCJ-1285: Sense and Respond - ANZ’s
Strategic Next Best Conversation Program
Tue May 17 | 4:45 PM – 5:45 PM
ANZ Bank is using customer behavioral data for intelligence
on what’s happening in their lives, so as to hold more relevant
and timely customer “conversations”. Learn how ANZ Bank’s
strategic Next Best Conversation program uses data-driven
customer insights to proactively engage with and lift the value
of every customer interaction. The Next Best Conversation
program builds a customer analytics ecosystem, including
using IBM Detect to ‘listen’ for key customer signals, with a
range of analytical tools and platforms to ‘interpret’ that
intelligence and drive relevant and personalized
conversations using IBM Campaign.
Program: Core Curriculum
Topic: Marketing
Location: Tampa Convention Center (Room 20)
Other Tuesday
Sessions of Note
MCP-1683: Reigniting Marketing
Operations: Making the Most of a
Required Upgrade at M&T Bank
Tue May 17 ( 3:30 p.m. – 4:30 p.m.)
MTB-1882: Building Scalable
Architecture for Driving 1:1
Consumer Interactions
Tue May 17 ( 11:30 a.m. – 12:30 p.m.)
Show Details
CDA-1628: Case Study: Using
Digital Analytics in the Digital
Transformation of ICBC Bank in
Argentina
Tue May 17 ( 10:15 a.m. – 11:15 a.m.)
Show Details
CTL-1087: Citigroup Uses
Actionable Insights to Improve
Their Mobile Customer
Experiences
Tue May 17 ( 10:15 a.m. – 11:15 a.m.)
Show Details

4. Page 4ibm.com/amplify
Wednesday Sessions:
MIN-1092: Getting Started with Event-Based Marketing
and IBM Opportunity Detect
Wed May 18 | 8:30 AM – 9:30 AM
Event- or trigger-based marketing are common terms that mean different things to different
audiences. This presentation discusses what event-based marketing is, and how you can more
quickly develop events that deliver value to your business using IBM Opportunity Detect.
Program: Core Curriculum
Topic: Marketing
Sub-topic: IBM Interact
Location: Tampa Convention Center (Room 24)
MIN-1645: ICICI Bank Case Study: The Real-Time, Multi-Channel Marketing Journey
Wed May 18 | 3:15 PM – 4:15 PM
ICICI Bank is India’s largest private sector bank with total assets of US$ 103 billion. The banking
industry in India has grown rapidly and has transformed into digital channels, thanks to the
growth in mobile connections and government financial inclusion programs. ICICI bank realized
the opportunity to establish a real-time, multi-channel marketing capability to take advantage of
cross-sell and up-sell opportunities available on offline and online channels effectively. This session
describes ICICI’s objectives and challenges in the dynamic Indian banking sector while taking
advantage of their uniquely positioned brand. It also discusses new initiatives which the bank is
considering.
Program: Core Curriculum
Topic: Marketing
Sub-topic: IBM Interact
Location: Tampa Convention Center (Room 24)
MCP-1452: BMO Case Study: Streamlining Offer Management,
Response Tracking and Attribution
Wed May 18 | 3:15 PM – 4:15 PM
Bank of Montreal (BMO) serves more than 12 million personal, commercial, corporate and
institutional customers in North America and internationally. This session reviews the techniques,
tips and tricks BMO used to streamline their offer management, response tracking, and response
attribution efforts. This session also explains how, by implementing some highly effective offer
parameterization techniques and response tracking best practices, BMO achieved a 45 percent
reduction in offers development and a 70 percent reduction processing its campaign attribution!
Program: Core Curriculum
Topic: Marketing
Sub-topic: IBM Campaign
Location: Tampa Convention Center (Room 25)