View the Latest Edition of eTail West Here

View All Speakers

Emily Campbell

Director Digital Business
National Instruments

Emily Campbell leads global digital and eCommerce at National Instruments. She joined NI in 2014 and is responsible for defining the global digital customer experience. Prior to NI, Emily worked in a variety of leadership roles at Dell including a 4 year European assignment. Emily has been in the eCommerce and digital space for more than 15 years, having developed broad and deep expertise across User Experience, Visual Design, Digital Media, Search, Product Management, and Merchandising with P&L responsibility for B2C and B2B web experiences. At National Instruments, Emily has been leading a major transformation in the digital space including a new content strategy with a new CMS and a new global eCommerce engine.

Check out the incredible speaker line-up to see who will be joining Emily.

Download The Latest Agenda

Main Conference Day Two - Wednesday Feb. 24th

Saturday, December 2nd, 2017

13:55 Kick-Off Session: Utilizing The Customer Journey To Drive Digital Transformation

At NI, their sales teams are being asked to focus more on higher volume account but that has created a segment of more transactional sales opportunities that were not being served. In the digital space, they started out researching and building a customer journey that allowed them to create a content strategy that would work for these more transactional customers. But, due to outdated tools and infrastructure, they were not able to execute on the new content strategy. Adding in a new CMS, commerce engine, PIM and analytics tool they have begun a transformation of our entire stack to support our customers as they move through their journey.

They are in the middle of transformation. Dealing with integration with legacy tools, dramatic changes in content and ambitious sales goals they are grounded by the customer needs and focused on using the customer journey to drive their decision making as they transform our digital experience. Emily will outline this transformation journey during this kick-off session.