Mike Berry

Head of Marketing Technology

Mike Berry has spent his career working in marketing from creating campaigns to developing the tools and processes to deliver their content to customers. He invented a patented marketing resource management (MRM) software solution at eBay, has overseen the launch of campaign management solutions at three companies – Apple, eBay and Shutterfly – and is well-versed in the business intelligence field having worked at Business Objects and supported MicroStrategy, Cognos and Tableau launches. He created the end-to-end campaign launch process at PayPal and led the global program management team that followed it. Currently, he oversees the Marketing Technology team which includes Marketing Operations, Marketing Engineering, Marketing Analytics and Advertising Operations and owns the vision of marketing technology for Shutterfly.



Shutterfly’s AI-Enabled Marketing Stack

See the vision, infrastructure, hiccups and automation of enabling Shutterfly’s first AI-driven marketing stack. Based on a corporate strategy of increasing the relevancy of marketing communication, Shutterfly began a 3-year project last year of improving the marketing it is delivering to its customers. This process kicked off with a move to saleforce.com for email and campaign management with an eye towards coordinated multi-channel messaging. Since then, the team has been hard at work developing predictive data models forming the basis of AI messaging and targeting. The assembly of these AI-driven communications requires critical components including a marketing asset management solution. Learn about the requirements for the MAM, how it will tie into the AI infrastructure and the publishing solution for deployment of highly relevant content.

Tuesday, November 13, 2018

15:15 to 16:15

Artificial Intelligence & Data Layers

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