Discover the next evolution of brand marketing at X4
Build your network and connect with fellow executives, brand managers, and marketing research experts
Learn how top brands have used breakthrough insights to become market leaders
EX PRODUCT KEYNOTE // Your Workforce is Changing—Are you Ready For It?
julie larson-green Chief Experience Officer, Qualtrics
jeff james Vice President, Disney Institute
The workforce has experienced drastic changes and continues its transformation. Come learn about the employee breakthrough insights that are driving workforce change across every industry, and leave with the tools and strategies to get ahead so you can effectively attract, engage, retain your best employees. You’ll hear from Qualtrics Chief Experience Officer, Julie Larson-Green and The Disney Institute's VP and President, Jeff James. You'll also get a sneak peek at the latest Qualtrics product innovations to help you drive your employee experience strategy forward.
Measuring Growth: The Breakthrough Helping GoDaddy Increase Profitability by Closing Experience Gaps
Mike McLaughlin Chief Customer Officer, GoDaddy
When GoDaddy was founded, it was about serving a community of entrepreneurs to enable them to launch their business online and receive the same support experience as the biggest companies. Years later, they emerged as the world's largest cloud platform dedicated to small ventures under one premise: provide the best customer and product experience. Period. Part of that radical evolution was closing key experience gaps, including brining essential product and customer experiences under Mike McLaughlin and tying business results to experiences.
Spot Tasty Trends in Your Data: How Buzzfeed Turns Insights to Profitable Investments
ashmeed ali Head of Market Research, Buzzfeed
It's not just lists and quizzes anymore. Experience data is essential to help Buzzfeed accurately spot trends to launch revolutionary new brands and content, from food lines like Tasty to beauty lines to DIY. In the world of instant brands, data tastes good.
Be an Outsider: How to Re-energize a Classic Brand
christopher mcdonough Chief Brand Officer, LL Bean
Is the future of your brand informed by its past? From product research, to in-store satisfaction, to campaign measurement, L. L. Bean walks through its data-informed and groundbreaking “Be an Outsider” campaign to reposition an adored brand, and get it ready for another 100 years.
How Technology is Creating a New Currency of Ideas
stan sthanunathan EVP, Consumer Insights, Unilever
Is technology a friend or foe of your brand? Over 2.5 billion people use Unilever brands every day in part because Unilever has learned how to turn ideas into currency using new technology. Unilever’s EVP of Consumer and Marketing Insight shows you how leveraging technology accelerates adoption and builds legendary brands.
Listen and Act: How AMEX Pairs Listening & Insights to Bring the Voice of the Customer to Life
luis angel-lalanne VP, Customer Listening, American Express
To be truly customer-centric you need to empower people at all levels of your organization to listen to the customer and act on the insights. With an emphasis on customer listening from call center to the C-suite you’ll find new ways to learn from your customers. Find out how American Express employs a broad spectrum of approaches (from call listening to advanced modeling) to empower employees and uncover meaningful insights to create world-class Customer Experiences.
How Data Drives Zillow Group's Culture: Improving Engagement, Inclusion, and Development Amid Growth
dan spaulding Chief People Officer, Zillow Group
Culture is at the cornerstone of Zillow Group’s business and it’s one of the main drivers behind yet another year on Glassdoor’s “Best Places to Work” list. But creating and evolving a strong, inclusive, and thriving culture isn’t easy in a high-growth company that competes for top tech talent. Learn how Zillow Group leadership depends on experience data to not only help build culture, attract talent, and drive engagement, and also how they empower managers to do the same within every team.
The Future of Experience Management in Government
chelsie bright Citizen XM Scientist , Qualtrics
nick sinai Former U.S. Deputy CTO, United States
matt broffman Director, Digital Platforms, City of Orlando
Marcy Jacobs Executive Director, Department of Veterans Affairs, Digital Service
For the first time in history, technology makes it possible for governments to engage people in real-time, across demographics, in the moments that matter most. How do we build a future where feedback from government customers and employees is used to create experiences that work for everyone? From shared services to digital engagement to human centered design, what is government doing well now, and what is the future of experience management in government?
Hooked: How To Build Habit-Forming Products
nir eyal Best-Selling Author, Hooked
Habit-forming products change user behavior and create unprompted engagement. Harnessing the power of habits is essential for your product and is great for your bottom line. Product guru, investor, and bestselling author Nir Eyal outlines the Hook Model to give you a practical framework to increase your odds of product success.
Launching a Brand: Your First Decision Should Be Your Best Decision
jeff kearl Founder and CEO, Stance
Starting a new brand means distilling everything down to one simple question at the start: What is the nature of our business? Once you understand your nature, everything falls into place. This first decision will limit or boost your brand for years to come.
Making magic from the mundane: how Google uses experience design to re-imagine the G-Suite
amy lokey VP, User Experience, Google
Google’s products are designed to be smart and personal by leveraging Google’s vast investment in AI. Learn about the research, stories, and outcomes that have helped G-Suite evolve to become a massively personal and scalable product experience. Within G Suite, our goal is to elevate human accomplishment, so we focus on how we can use AI in a way that is both personal, and helps people accomplish their most important tasks more quickly and easily.
CSR and Political Activism in The Trump Era
michael ramlet CEO, Morning Consult
Social media reaction is often seen as an accurate gauge of public opinion during a brand crisis. However, what people say on social media is not necessarily reflective of what the wider public actually thinks. The session explores how companies can use experience data and insights to protect their reputation in today's age.
How to Maximize Security in Experience Management
adam marrè Head of Security Ops , Qualtrics
Security today falls not only to the professionals but to every data professional. Former FBI Cyber Special Agent Adam Marrè outlines how to guard against avoidable incidents, increase security awareness across the organization, and explores security feature value for researchers and experience managers.
XM PLATFORM DEEP DIVE // Research to Drive Product and Brand Experience Breakthroughs
kelly waldher VP, BX, Qualtrics
jay choi VP, Research Core, Qualtrics
Maria Voronina Product & Brand Research, Chobani
Paul Long VP, Enterprise Customer Experience, UnitedHealth Group
Josh Sarpen Customer Insights Manager, Kum & Go
What does it take to get breakthrough insights? Come listen to some of the biggest brands in the world, including: Chobani: how they’ve built the #1 yogurt brand internationally UnitedHealth Group: how a 300K employee organization is revolutionizing end-to-end customer experience by centralizing insights across the organization Kum & Go: how one small insights team is taking on the breakfast giants Whether you’re a customer, product, brand, or employee insights professional, we’ll show you how to leverage the Qualtrics XM Platform to lead your industries in innovation, scale research across your entire organization, and integrate automation and machine learning into your research workflow to get breakthrough insights.
The Product Experience That Changed the World: An Insider's Story of Building the iPhone
ken kocienda Former Principal Engineer, Apple
During some of the most transformative years at Apple, Ken Kocienda was demo-ing top-secret products to Steve Jobs and penning his name with only 23 others - including Steve Jobs - on the original iPhone patent, a product that has revolutionized the way we communicate, work, and play. Learn how Ken and the Apple team built the iPhone from the ground-up at the direction of Steve Jobs' creative genius, and created one of the most renowned product experiences of our time.
How to Connect Candidate, Employee, & Alumni Experiences to Build a World-Class Talent Brand
shaunda zilich Head of Talent Branding, Qualtrics
jennifer carpenter VP of Talent Acquisition, Delta
john meyer CEO, Lemonly
kristen weirick Vice President, Talent Acquisition and Diversity & Inclusion, Abbvie
More than ever, recruiting and talent leaders are focused on creating experiences that drive world-class talent brands but it's past time to think about the attraction of talent as something that recruiting owns. Join this session and see how leaders use always-on feedback, leadership 360s, and weave EX data into program decisions to create world-class workforces that attract top talent, create brand ambassadors, and drive the organization's mission forward.
Marrying O-Data And X-Data To Save Taxpayer Dollars
anahita reilly Chief Customer Officer, U.S. GSA
GSA is the "B2B" agency of the federal government, delivering value and savings in real estate, acquisition, technology, and other mission-support services across government. Through this session, we will share examples of how we are using an enterprise-wide Voice of the Customer program (via Qualtrics) to align feedback (X-data) from both agency customers and industry partners with operational data, informing how we design our products and services. We will also touch on the governance structure set in place to enable self-service feedback collection processes while adhering to a consistent enterprise-wide brand that minimizes survey burden to the customer.
The Path to Mastering XM Across Your Enterprise
bruce temkin Head of XM Institute, Qualtrics
The XM Institute surveyed hundreds of executives to understand their XM efforts and aspirations.. During this session, you’ll hear results from the study, “The State of XM,” which will help you chart your path to becoming an XM leader. The session will cover the ROI, maturity levels, and insights about what separates XM leaders from their peers.
EX Customer Showcase: How Top Organizations Use Qualtrics to Power EX & People Analytics Programs
steve bennetts Head of EX Strategy (APJ), Qualtrics
brooke orr Director of Global Talent & Development, Coca-Cola
kim barnes Senior Manager of Talent & Culture, Nuance
Geoff Ho Director of Research Advisory and Organizational Development, Rogers Communications
Join this "open house" session to get insights into how Coca-Cola, Rogers, and Nuance are building programs that attract talent, measure engagement, create exceptional employee experiences, and ultimately produce measurable business results like lower employee attrition, strong employer brands, etc. After a brief introduction to each organization’s program, we’ll host a Q&A.
Creating Love: How Experiences Take Flight at Alaska Airlines
Travis Gelbrich Managing Director, Guest Experience, Alaska Airlines
Erika Pearson Executive VP, Customer Experience, Kantar
Julie Parker Senior VP, Customer Experience, Kantar
Brands are now being defined by the relationship and experiences they have with customers, and ultimately how they make people feel. As such, brands must define themselves beyond the traditional product offering and must provide experiences that make customers feel good. Join Kantar and Alaska Airlines to learn more about embodying your brand promise with remarkable customer experiences, and how Alaska Airlines is delivering exceptional experiences to be the airline people truly love.
Backstory on a Breakthrough Brand: How T-Mobile’s Uncarrier Revolutionized the US Wireless Market
jesse purewal Partner, Prophet
There are very few moments of truth when insights, brand, and business must come together to keep a company alive. Learn how T-Mobile partnered with Prophet to develop deep research and unlock uncommon insights to deliver a breakthrough brand experience that propelled T-Mobile to growth – and revolutionized the wireless industry in the US.
Brand Tracking Made Easy: Make Better Decisions Faster with an Insourced Program and Insights
franck sarrazit Brand XM Scientist, Qualtrics
Brand Tracking isn't just about your brand's past, it's about your business' future. And software allows you to track more easily and accurately than ever before. Here's how new thinking in brand tracking predicts where you're headed next.
Creating Moments in Culture
greg dzurik VP, Marketing + Innovation, Yum! Brands/Collider
Brands that truly create culture, not just reflect culture, have the edge. Greg Dzurik, VP of Marketing & Innovation at Collider/Yum! Brands will share why creating moments in culture matters for brands today, what it takes for brands to do it, and different routes brands can take to create cultural moments that stick.
Five Elements for Building a World-Class Marketing Research Practice
mike murakami Research Manager, Airbnb
An experienced research leader's guiding principles for building credible and effective research teams.
Fake Doctors, Real Results: How to Use Insights to Drive Breakthrough Ad Campaigns
peter harrison SVP, Marketing Insights, Cigna
Cigna takes you inside their groundbreaking "Fake Doctors Real Results" broadcast campaign and reveals how your insights can drive a powerful brand experience.
Small Team, Big Insights via a Health System Brand Tracker
taylor warren Insights & Analytics, Novant Health
matthias krebs Sr. Director, Analytics, Novant Health
Brand perception has many layers in healthcare. Understanding what consumers know, think, and believe about their healthcare providers is critical in today’s environment. Novant Health will discuss their journey in the last two years to move from a syndicated brand tracker to a powerful, flexible, and cost-effective in-house program. They will highlight metrics that matter, getting executive buy-in, and how to shape advertising strategy in a way that resonates.
How Expedia launched a game-changing product feature by building feedback into the development process
keela robison VP, Product Development, Expedia
A couple years ago Expedia launched one feature that differentiated if from every other travel booking site: bundling. They thought it would be game-changing. They found the opposite. Customers we're still buying a-la-carte and missing out on enormous savings. The research team and product leaders turned to customer feedback to figure out how to fix the broken experience. Keela Robison, Expedia's Global VP of Product takes you through this case study and how breakthrough insights about the product and consumer helped Expedia turn this product feature into a profit center.
Radical Reconciliation: Confronting Gender Injustice at Work.
kim scott Author, Radical Candor
Using experiences from her own career that left her gobsmacked, Kim Scott, author of the New York Times-bestselling Radical Candor, confronts one of today's most pressing experience breakthroughs. She breaks the problem of gender injustice down into its component parts: bias, belief, bullying, discrimination, harassment and violence. The talk will define each and guide you to the most effective way to confront each. Each of us has an essential role to play, and she examines the different obligations that leaders, up standers, perpetrators, and victims have to confront injustice at work.
What it Takes to Deliver Truly Exceptional Brand and Product Experiences
Maria Voronina Product & Brand Research, Chobani
Chobani has had a meteoric rise to Australia's #1 yogurt brand and the #2 brand in the United States. Learn how the Chobani team built a brand from the ground up and overcame fierce competition to give consumers award-winning flavors - and containers.