Disconnected data creates disconnected customer experiences. Join executive leaders from TaxSlayer and Bombas as they discuss how they're breaking down data silos to create a true Customer 360. From aligning marketing, digital, and data teams to transforming fragmented insights into actionable business decisions, this conversation will explore how connected data enables smarter personalization, stronger collaboration, and measurable business impact.

Every industry has different digital goals, but the challenge is universal: understanding what customers experience and knowing where to optimize. Hear from leaders at UNTUCKit and Equifax as they share how they use digital experience insights to understand customer journeys, uncover friction and errors, and identify opportunities for experimentation and optimization. Learn how they turn insights into action to drive stronger engagement, better experiences, and increased conversion—and how you can apply these approaches to your own digital goals to drive meaningful outcomes for your business and industry.

As Harman/JBL's D2C channel grows in strategic importance, the brand faces a key challenge: how do you transform your website into a compelling brand experience for a new generation of consumers, without sacrificing conversion and revenue?

In this session, Arthur from Harman shares how JBL is navigating this shift, from catering to millennials to winning over Gen Z, while executing a major website redesign rooted in data. By leveraging Contentsquare and A/B testing, the team validates every design decision, uncovers real customer behavior, and ensures that brand ambition and business performance go hand in hand.

A story about finding balance, making bold moves, and letting data lead the way.

Some of the biggest barriers to conversion aren't visible on the page—they're buried deep within the product experience. For Zenni Optical, one of the largest drop-off points was entering a prescription during the online buying journey. Rather than relying on assumptions, the team turned hidden friction into a continuous experimentation program.

Join Zenni Optical and Optimizely for a behind-the-scenes look at how they run more than 85 active experiments across client-side and server-side experiences, using 130+ custom events to uncover friction, measure customer behavior, and optimize every step of the journey. Learn how Product and Marketing work together to identify high-impact opportunities, design meaningful experiments, and transform customer insights into measurable business results.

What happens when luxury meets the intelligence of data, experimentation, and AI? Alexander Wang is reimagining the digital luxury experience with Mastercard Dynamic Yield—transforming customer signals into more relevant, personalized experiences that deepen engagement and drive growth. Hear how the brand is turning insight into action and using experimentation to create digital experiences that perform as beautifully as they look.

What does it take to scale digital experience intelligence from a single user to an organization-wide capability? In this session, learn how one team built trust in its data, creating the foundation for adoption that has grown to more than 60 users—with a clear path to 100+. In this session you'll learn:

• How Sense Analyst is helping teams move beyond manual problem identification by surfacing meaningful insights faster

• How the platform’s intuitive capabilities have expanded adoption across departments

• How a single platform supports decision making, UX design, research teams and more

Every customer conversation offers valuable insight into customer needs, emerging trends, and opportunities to reduce complexity and create a more seamless experience. In this fireside chat, Zachary Walton, SVP of Transformation and Innovation at McKesson Medical-Surgical, will share how his team uses Conversation Intelligence to surface those signals, connect them with behavioral data, and translate them into action across sales, marketing, and customer service teams. The discussion will explore how organizations can turn customer conversations into smarter decisions, stronger digital experiences, and meaningful improvements that make it easier for customers to do business with them.