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 Tehcnology team which inclues Marketing Operations, Marketing Engineering, Marketing Analytics and Advertising Operations and owns the vision of marketing technology for Shutterfly.
See inside Shutterfly’s current MarTech stack and get a perspective on the vision, infrastructure, hiccups and eventual successes that are behind Shutterfly’s first AI-driven digital engagement stack.
In this session Mike Berry will provide an update on the company’s journey towards scaling communications relevancy, as first detailed at DX Summit 2018. November 2019 will find Shutterfly half way through a 3-year transformation that began with a migration to Salesforce.com and is currently focused on predictive data models that form the basis of AI-driven messaging and targeting, new KPIs and a refined but evolving roadmap.
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