Zach Van Doren

President
CMO Labs

Zachary Van Doren has a demonstrated history in digital media, performance marketing and analytics innovation. He has designed data layers, dashboards and decision tools for $1B+ clients, and is currently a sought-after speaker on the emergence of CDPs (Customer Data Platforms), personalization and segmentation strategies.

Zach specializes in taking complex marketing questions and reducing them to the components required to answer them. This includes defining data elements, specifying systems, architecting data flows and enabling the type of reporting that will support the AI-driven marketing platforms of the future.

His career has spanned both agency and client-side assignments—Director of Marketing at iCrossing, Search Engine Marketing Director at StubHub, Director of Digital Strategy at M/H – VCCP and founder of ZVD Media, a predecessor to CMO Labs. Zach has ideated and created large programs for Seagate, Dairy Queen, Crate&Barrel, First National Bank of Omaha, Rodan+Fields, Driven Brands, and many more. He also maintains executive-level relationships with partners such as Tealium, SessionM, Datorama, Salesforce and LiveRamp.

He received a BA in Spanish Literature and History from the University of Colorado, Boulder and is fluent in English, Spanish and French. Zach spends his spare time with his family surfing or fishing, but never fishing from a surfboard.

Websites

Session

Driving Your CDP: Orchestration and Activation Overview

Most of us by now are all familiar with the core concept of a CDP:  “…creates a persistent, unified customer database that is accessible to other systems.*” Most all market-leading CDPs offer marketing activation and campaign orchestration features, on top of this core concept, in varying degrees of focus and complexity.
In this session, we will dive into the orchestration and activation layer, covering use-case planning, audience segmentation, and case study examples on how CDPs have achieved specific marketing business outcomes.

Tuesday, November 05, 2019

1:45 - 2:30 PM

Customer Data & Analytics

CDP Bootcamp: CDP Test Drives – Orchestration and Activation Demonstrations

Most all market-leading CDPs offer campaign orchestration and marketing activation features, on top of the core CDP concept, in varying degrees of focus and complexity.
In this interactive workshop, we will look under the hood at (three) CDP platforms. We’ll take a single use case to demonstrate how it might be configured within each system, then discuss the intended business outcomes. Features on display will include audience segmentation design and application, ad-tech connectors, rule-based campaign triggers, and campaign performance measurement.

In this session, you will:

  • Put theory into practice–gain hands-on, practical knowledge of campaign set up
  • See first hand, how different CDPs tackle campaign business requirements and what you can expect
  • Increase your understanding of the type of use cases CDPs address and support
  • Learn more about the components that go into successful execution of a use case within a CDP

Monday, November 04, 2019

3:00 - 4:00 PM

CDP Bootcamp

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