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Agenda 2020

Workshop Registration and Breakfast

Workshop 1

Next Evolution of Customer Engagement and Retention: Uncover the Science of Happiness and Measuring the Value of Delight Your Brand Brings

As the science of happiness continues to change the face of marketing, how do you evaluate, embrace, measure and manage a successful marketing analytics campaign designed around positive psychology? How can the science of happiness and technical advancements of biofeedback capture translate into experiential marketing analytics?  While some of these technologies may sound like something out of a science fiction movie they are very much real, and as strategic marketers and heads of data science you need to be equipped with the knowledge and understanding of how this will impact your engagements with customers today and well into the future.

Key takeaways and outcomes:

  • Explore the current and future technological landscape around measuring the delight and joy your brand brings to customers
  • Uncover what you can do now to prepare the marketing analytical foundation to be ready for the next wave of technologies
  • Learn how to be an effective change agent and lead the charge in the next evolution of personalization on the deepest, most profound level
  • Understand what is means to measure the “return on joyfulness” and other intangible areas of measurement which will be so crucial to better engage and understand your customers
 
  • Mike Edelhart, Managing Director, Joyance
  • Roozbeh Ghaffari, Professor, Director of Translational Research, Northwestern University & Co-founder & CEO, Epicore Biosystems

Morning Networking Break

Workshop 2

Is It Personalization or Just Plain Creepy? Learn the Best Data Practices to Drive Deeper Customer Relationships and Revenue Without Crossing the Line

Digital attribution as we have previously understood and embraced has changed. The fines and penalties for misusing data is profound and can ruin the reputation of a business. How do we exist in a world where the laws are clear but the practice is not? Despite what the media and various research reports may say, customers are willing to share certain data and will do so if the benefits to them outweigh the privacy concerns. And while 3rd party cookies have crumbled, 1st party cookies have more potential than people are tapping into.

Key takeaways and outcomes:

  • Thoroughly understand what customers are willing to share and the potential value exchange you can unlock by being transparent
  • Learn how to develop insight driven campaigns by analyzing all 1st party data that lives in various silos across the organization
  • Create a thorough “data checklist mentality” to uncover where your data is coming from and ensure that it is functioning to its fullest potential
  • Gain a full understanding of how you can and cannot utilize data to protect the organization from legal and ethical risk and ensure you do not have any missed opportunities within your company to create a massively successful value exchange with your customers
 

MAC Workshops End

Luncheon for Workshop Attendees Only

Main Conference Registration

Day One Co-Chairs’ Opening Remarks

  • Dan Keir, Executive Director - Movers, Campaign Strategy & Analytics, Comcast
  • Ali Frost, Senior Vice President Marketing, Greg Norman Company

Day One Keynote: The Persona of the Modern Marketer-What you Need to Know to Capitalize on Current Trends and Be Proactive to Future Challenges

Today’s marketers need to be more data savvy than ever before. No longer is this just a responsibility of the analysts and data scientists but the persona of the modern marketer is evolving. Data scientists and marketing leaders need to work together to create an insights driven culture, not just data driven. It’s easy to collect data but actually learn how to move beyond analyzing data to instead gain true insights leading to actionable outcomes. These new and evolving responsibilities can create challenges but also opportunities for data scientists and marketers, many of these opportunities haven’t fully tapped into. Creativity and data do not need to be separate but can be used to drive deeper, and more fulfilling interactions with customers. During this session:

  • Learn how to ask deeper questions about data that can lead to deeper connections with your customers
  • Close the gap between the digital analyst and marketer to drive company-wide optimization
  • Uncover ways to effectively balance the creative side of marketing with a data driven world
Beverly Jackson, Vice President Social Promotional Strategy, MGM Resorts International

Panel Session: Perspectives from Organizations Large and Small: Explore the Unique Approaches to Operationalizing Analytics to Drive Customer Growth with Varying Degrees of Resources and Budget

One size does not fit all. Every organization is different, and the way that they may approach marketing effectiveness will vary based upon their unique resources and culture.  Many organizations still struggle with operationalizing analytics to derive the most value from data due to a lack of a structured process for navigating their limited or constrained budget and internal engagement with the different business units.  Join the discussion to:

  • Benefit from the different perspectives of the panelists as they detail how they have enhanced marketing effectiveness in their individual companies to come away with a new approach to the same problem
  • Explore the different team structures for you to get a better understanding of the internal structures of different departments
  • Uncover best practices in relation to stakeholder mapping to find new ways of fostering internal collaboration and engagement
 
    • Carla Borsoi, Head of Marketing, Beddr
    • Margarita Grisales, Director, Measurement, Analytics & Insights, Golf Channel
    • Michael Ter Mors, Director, Digital Marketing, 1-800-PACK-RAT
    • Jessica Bundy, Consumer Insight Manager, Disney Parks, Experiences, & Products, The Walt Disney Company

Transparency and Trust: The Bright Side of The California Consumer Privacy Act (CCPA) and Current Data Privacy Landscape

GDPR, CCPA, LGDP and the slew of privacy regulations, the increased public’s awareness and fear over how their data is being used, and the steps by consumer tech giants (Google, Apple, Safari, etc.) to put increased rules on how data is obtained and used are crippling business as usual for most digital marketers. Every company handling consumer data must prepare to become data privacy savvy and privacy compliant as new regulations make data mastery a must-have instead of a nice-to-have. Join the discussion to:

  • Learn how to reap the benefits of the regulations by gaining insight in the growing number of data privacy trends to ensure full compliance and the ways your company can use these as a competitive advantage
  • Master privacy compliance to prepare you for stronger relationships with your consumers
  • Utilize rules around data transparency to regain customer trust and create a massively successful value exchange with your customers
  • Build your brand’s own first-party data strategy to cut the chains and increase media effectiveness and cost efficiencies
 
    • Ivonne Kinser, Head of Digital Marketing, Avocados From Mexico

Networking Break

Research Spotlight: Practices and Rules to Adapting to a Leaner Data Environment

What do privacy legislation such as CCPA and GDPR mean for the data environment? What will be the impact on media allocation in MTA models given anticipated changes in the availability of identity data? One of the Advertising Research Foundation’s (ARF) working groups conducted an experiment to address these issues and put forward recommended practices and rules of thumb in adapting to the new potentially data-leaner environment. Paul Donato, Chief Research Officer at the ARF, shares results.

  • Paul Donato, Chief Research Officer, Advertising Research Foundation (ARF)

The Power of Visualization and Storytelling to Turn Data into Actionable Outcomes

Today, data is available to allow marketers to move away from traditional metrics of measurement, such as clicks, engagement, and towards more meaningful measurement of success, such as quality of leads and closed deals. While it is important to capture and analyze data, it is critical to then communicate those data insights to lead to actionable outcomes, both internally to justify marketing spend and achieve engagement from the highest levels of the organization, but also externally to better engage with your customers. During this session:

  • Uncover the foundational principles of storytelling and visualization to gain an understanding of the best ways to utilize these practices to engage and inspire your internal and external audience
  • Learn how to move from complex, data rich reports, to relevant data storytelling that connects to your audience on a deep and personal level
 
  • Jennifer Brett, Ph.D, Head of North American Insights, Marketing Solutions, LinkedIn

MAC Talk: Reimagining Relationships: 3 Critical Concepts to Futureproof Customer Experience

We all want to be treated as individuals. We’re not a “target.” We’re not a “segment.” We’re certainly not a “cookie.” We’re real people with real desires. We want control of our lives. We want to work with businesses that we trust. And we want rewarding, authentic experiences. Successful brands engage with their customers as real people, not as ones or zeroes, not as statistics, and not as clicks. There are modern and emerging capabilities to identify your customers and build authentic relationships. Things are rapidly changing. The foundations that we rely on as marketers to understand customers are being disrupted. Cookies are crumbling. New regulations are here and more are on the horizon. You have to ensure you balance your commercial interests with the best interests of the real people you engage with. Privacy, security, and consumer controls must be embedded in your go-to-market strategy. Additionally, you need to be in control of your brand and your brand’s experience with your customers. You cannot cede that responsibility to other entities or platforms. The customers’ experience with your brand is your product. With the importance of identity resolution today and consented information tomorrow, designing and executing a culture built on customer experiences requires a deep understanding of technology. Key Takeaways:

  • Improving your customer experience and boost your conversions by 30-40%
  • with modern Identity Resolution
  • Leveraging omnichannel consented identity for great customer experiences
  • Protecting your brand and customer data with a Private Identity Cloud
 
    • Chris Harrison, President, FullContact
    • Bill Hoffman, Founder and CEO, Tradecraft Insights

Embracing the Art and Science of Analytics to Promote Creativity and Engage the Business

Data never tells the whole story. Simply getting caught up in the numbers can lead to missed opportunities for proving marketing effectiveness and lack of engagement from the business. Context is crucially important. The real insights will come when you look beyond the numbers and create a balance between creativity and analytics.

  • Context, context, context-move beyond the numbers to explain what the numbers are, and are not, allowing you to provide a 360-degree view of your marketing strategy
  • Learn how to combine right and left brain thinking to move from insights into action and cultivate engagement not just from your customer base but also internally
 
  • Ali Frost, Senior Vice President Marketing, Greg Norman Company

Data Driven Attribution Beyond Cookies-Learn to Strike the Balance Between the Need for Privacy and Accuracy

For most of the digital age, marketers have relied on cookies to track the customer journey. Cookies have facilitated digital sales attribution for everything from affiliate links to banner ads to social posts and thus have been invaluable to marketers. Increasing consumer privacy regulation and moves by consumer tech giants will either reshape or eliminate cookie-based tracking as we enter an era of opt-in data sharing. During this session:

  • Rethink the world of marketing attribution in a cookieless environment to find more constructive ways to prove the effectiveness of your marketing spend and engagement
  • Explore the challenges and, more importantly, new opportunities to capitalize on attribution models that take into account new methods for charting the customer journey, building customer profiles and creating more personalized engagements
  • While 3rd party cookies have crumbled, explore the ways you can better harness and utilize the 1st party cookies that live in the various silos of your organization

Day One Chairs’ Closing Remarks

Networking Cocktail Reception

Registration and Networking Breakfast

Day 2 Co-Chair’s Welcome and Opening Remarks

  • Dan Keir, Executive Director - Movers, Campaign Strategy & Analytics, Comcast
  • Ali Frost, Senior Vice President Marketing, Greg Norman Company

Day Two Opening Keynote-Laying the Foundation of the Power of AI to Drive Business Impact

More and more algorithms are driven by AI and internal stakeholders are asking for more information and insights related to these algorithms.  The different business units want to understand what is going on within the algorithms but it can be hard to explain to individuals within the company who are not involved in their creation.  The marketing team needs to understand what to make of the information that comes out of this, how they can use this to drive content and messaging that will be most impactful to the business.  During this session:

  • Learn how to decipher the “black box” of AI to create a balance between the progress you are trying to make and the internal buy in
  • Bridge the gap between marketing and data science to understand where we are now in this latest technology, where we are going and how to effectively process AI to drive internal changes
  • Master the ability to be an effective change agent in the modern tech landscape effectively couple new technologies with data and analytics needs to enhance the customer experience
 
  • Ash Dhupar, Chief Analytics Officer at Publishers Clearing House

MAC Talk: Identity Resolution: Capturing Real Insights to Demystify the Customer Journey and Unmask Who is on the Other Side of the Device to Drive Deeper Personalization

Marketers often struggle to have a truly holistic view of the customer’s interactions with the brand because those interactions are usually across multiple devices, platforms and channels.  The contextual data from that customer is from a series of fragmented steps across channels and platforms in their conversion journey.  This can create a disjointed and inaccurate view of your customers.  During this session:  

  • Understand the real use cases and applications of identity resolution to create an accurate 360-degree view of your customer
  • Learn how to effectively be able to increase identifiable tailoring and engagement at each touchpoint leading to deeper connections with your audience
 

Roundtable Session-Peer-to Peer Learning and Benchmarking

During this time attendees will be offered the opportunity to break out into smaller roundtable discussions to engage in more intimate discussion to benchmark with your peers on the topics that appeal most to you. Topics will run simultaneously so please select one topic per segment. Topics to be discussed include:

  • Advanced Analytics Technologies-Whats the Next Way of Evolutionary Technologies and How to Capitalize on them
  • Creating a Data Savvy and Insights Driven Culture
  • Working in Collaboration: How can Data Science and Marketing Work More Effectively Towards the Same Goal
  • Driving Personalized and Relevant Engagements in a Privacy First Era
  • Measuring Marketing Effectiveness in a Post-Cookie World
  • Beyond A/B Testing: Strategic Conversion Optimization

Morning Networking Break

MAC Talk #3

During this spotlight session, take a deep dive into the latest tools, techniques and processes to enhance your marketing effectiveness today and well into the future.

Achieving the Holy Grail of Digital Experiences to Drive Retention, Loyalty and Personalization at Every Touch Point

Today there is a new online economy.  The online customer pays with attention to a website and from that attention the company gains data.  Building compelling experiences or stories to capture that attention with lead to higher quality data that will turn digital experience into insights.   At the intersection of market data, customer data and sales data you will find the true measurement of marketing effectiveness.  During this session the presenters will share the award winning work they have done to retool their website to create deeper engagements with their customers.  Included in the discussion will be:

  • Build transparency into your online presence to deliver what your customers truly need and want
  • Bridge the gap between the advanced analytical and channel marketer to convey the downstream impact
  • Learn how to leverage current technologies as an enabler to differentiating your brand
  • Create an immersive and valuable experience for your customers to drive keep engagement and sustainable loyalty
    • Alan Magee, Vice President Digital Marketing and Technology, Church’s Chicken
    • Aleen Hosdaghian,Senior Director Marketing, Sun Pharma

Optimizing Marketing Workflow with AI & Automation

At the core of many successful campaigns is a powerful and visual experience that captures attention and is highly engaging. Campaigns like these require a lot of work, skill, and coordination by digital marketers, brand managers, content owners, and often agencies. Teams need to be vigilant in finding ways to improve their workflow and deliver measurable outcomes that are driving business objectives. Can human intelligence and AI work together to bridge the gap between efficient workflows and generating real business value? This session will debate the current state of the marketing workflow and the role of AI in optimizing and automating the process for developing creative content.  

  • Disha Harjani, Director of Product Partnerships, Shutterstock

Networking Luncheon

Track Sessions Begin. Sessions run concurrently, please choose either:

  • Track A for Next Evolution Data & Analytics Models to Further Integrate Data and Marketing
  • Track B: Modern Marketers Guide to Navigating a Data Driven World

Track A: Moving from Data Science to Machine Learning/AI to Build Personalized Approach for Marketers to Target the Right Person at the Right Time with the Right Product

Revolutionary technology such as AI and machine learning has the ability to capture all the things that matter to your business for marketing to be effective, but where do you begin? Move beyond the theory to explore the actual applications to better understand customer behaviors and how you can return to the office to speak logically about this new and disruptive (as well as exciting) advancements in marketing tech.  During this session:  

  • Learn how to leverage algorithms to segment customers allowing you to provide the most relevant content.
  • Gain insights into the practical and real-world applications that will enable you to have a better understanding of your customer and be able to deliver the right offer, to the right person, at the right time leading to overall improved marketing performance.

Track B: Best in Class Email Marketing to Drive Personalization, Loyalty and Trust in a Privacy-First Era

Marketers are increasingly faced with customer demands for a higher degree of relevance and personalization but those demands are in opposition with increased rules and regulations relating to how data is used.  One thing is for certain, customers require personalization and that personalization will drive growth and increased loyalty.  During this session:

  • Rethink your current strategies to deliver increased personalization and relevance.
  • Explore how brands are focusing their efforts to drive deeper engagement and connection with the customers
  • Dive into the tactics of how dynamic content and segmentation can increase the productivity of your marketing communication.
 
  • Neil O’Keefe, Vice President, Enterprise CRM & Loyalty, 1-800 Flowers

Track A: Customer Lifetime Value- Leveraging an Underutilized Measurement Technique to Enhance CX, Increase Revenue and Drive Company-Wide Growth

The ability to quantify the total value of a customer over the entire relationship with your organization is an invaluable KPI that is often underutilized.  Marketers need to move beyond using Customer Lifetime Value (CLV) as a way to simply segment customers as it is so often used but instead capitalize on its ability to predict and prioritize the activities that will deliver the most value. . During this session:

  • Uncover real use cases and applications of CLV to enable you to segment customers based on value, increase customer retention, and be more strategic with your media and budget planning to drive long-term company-wide groth
  • Learn how to take a holistic view of the customer’s entire lifecycle instead of fragmented snapshots of a single engagement to be able to make sure strategic decisions in your long term planning
  • Understand the long term profitability of each customer to capture high value customers and promote low value
 

Track B: Top Ten Typical Analytics Fails for Product & Marketing

Today’s organizations house large amounts of data, more so than ever before, and that amount will continue to grow. The organization’s ability to deliver on the promise of value creation that can come from analytics is dependent on how that data is utilized. Most companies this data is not integrated, it lives in the various silos of the business for the needs of that business unit. It is here where the value that can be created from data is lost. During this session, we will detail the reasons for the loss in value and the opportunities that you can harness to ensure that you are on the right path: Included in the discussion is:

  • Learning how to manage difficulties in A/B testing and optimization
  • Properly identify and addressing data Issues by working with cross vertical teams (Marketing/Product/Engineering) to harness cross team subject matter expertise
  • Explore how ask the right questions to find the missing link between data and value in your organization
 
  • Neil Moree, Director of Digital Analytics, LendingTree

Track A: Data and Analytics to Drive Innovative Products and Services

Data and analytics can provide vast amount of information and insights in regards to your customers needs, wants, habits, etc. The true value from data and analytics comes when you can turn this information into innovation. What does this information tell you that can potentially be applied to new products and services or opportunities to engage/serve your customers on a deeper level? During this session:

  • Learn how to effectively utilize data and analytics to drive innovation and create long-term value for the organization
  • Utilize these innovations to better compliment and address the needs of marketing
  • Understand how to create a business case to get stakeholders aligned with the new innovative tools and processes that have come from analyzing data in a more holistic way
 
  • Algernon Callier, Former Vice President, Strategic Innovation, Digital Development and Brand Marketing, Universal Parks & Resorts

Track B: Multi-Channel Attribution-Move Beyond the Silo to Take a Holistic Look at Marketing Effectiveness

Today’s need for accurate measurements has never been greater and challenging due to the increased focus on data privacy coupled with the need to engage with customers on a deeper level. Traditional measurement strategies can lead to an organization making the wrong decisions based on an incomplete view of the customer.  Advanced measurement tools such as multi-touch attribution and media mix modeling can help to take a more holistic view of the overall marketing organization and help to make more informed decisions.  During this session:

  • Take a detailed look at multi-touch attribution and media mix modeling measurement techniques to see how this can benefit your organization
  • Uncover the ways to utilize these tools to better identify which offers will resonate with which customers and at which time to increase customer frequency and engagement, and ultimately creating a customer centered marketing strategy that drives profit
 
    • Dan Keir, Executive Director - Movers, Campaign Strategy & Analytics, Comcast
    • Cameron Hosmer, Senior Director Marketing Strategy & Planning, Comcast

Track Session End-Networking Break

MAC Talk #4

During this spotlight session, take a deep dive into the latest tools, techniques and processes to enhance your marketing effectiveness today and well into the future.

Data Warehousing and Engagement Tracking- Digitally Attribute the Impact of a Message to the Moment of Engagement

Simply put, better data leads to better marketing. Simple enough but challenging in practice. Many companies have siloed data sources across the business which leads to a disjointed and not coherent view of the customer. Data warehousing can be the answer to provide marketers accurate and consistent data and insights.

  • Learn the basics of not only attaining and warehousing the data but also being smarter about the data you have.
  • Explore how to drive and measure customer engagement across the enterprise to better understand the customer’s lifetime value
  • Hear how to better measure the engagement of your customer base and how can you digitally attribute the impact of your messaging to engagement using various channels (i.e. social, email, broadcast, 3rd parties)
 
  • Curran Raclin, VP, Fan Engagement & Analytics, NHL

Build and Maintain a Highly Effective and Insights Driven Analytics Team

Collecting data is not enough, you need a team that can turn that data into actionable insights for the organization as a whole.  Cultivating deep analytical bench strength is a challenge to ensure you have the right team in place to achieve the results you need. You also need a team that is capable of maintaining a balance of being collaborate with other areas of the organization while also driving accountability. During this session:

  • Strike a balance by learning how today’s marketers can be more proficient and data savvy and how data scientists can work to better communicate what the data actually means in a way that resonates with the marketers needs.
  • Since the foundation of marketing analytics is to evaluate marketing performance how can you effectively evaluate the performance of the individuals responsible for measuring performance of others
  • Create a more cohesive balance within your organization and collaborate to bring more value and insights to the business.
 
  • Doug Bennett, Vice President of Data & Analytics, Ashley Furniture Industries, Inc.

Closing Keynote Session- Leveraging Voice of Customer Data to Drive Business Outcomes

Gaining insights into the motivations and thoughts of your customers can have transformational impact across the entire organization.  Voice of the Customer (VoC) analytics can provide this and more.  Especially when used alongside other measurement techniques it can provide a more precise view into the mind of the customer. What are the ways to turn VoC into real actionable outcomes? During this session we address this pressing question and explore the real use cases and opportunities within VoC analytics as well as:

  • Unmask the complex decision-making process of your customers to drive loyalty and increase revenue
  • Find ways to not only capture customer feedback in real time but also act on it through cross functional collaboration within your organization
  • Deliver experiences that resonate and far exceed customer expectations

Chairs’ Closing Remarks

Conference Adjourns-See you in 2021!

Virtual Event Opening

  Casey Greenzweig, Director of Content and Experience, Momentum Events

The Evolution of Digital Attribution Modeling: From Rules Based to Data Driven Personal Models to Understand What you Need to Know to Keep Pace with Change

Last click, first and last click, fractional attribution, rules base weighing and customer level statistical model…oh my! Measuring marketing effectiveness has come a long way but what do all of these models mean for your unique needs? Do you have the ability to share with people within the organization the various models that are available and how or why are you using them in order to gain needed support from the business? Set the stage of the event by joining the discussion as the presenter takes a look at where marketing attribution currently stands, the benefits of each model and what we can look forward to in the future. Key takeaways and outcomes:

  • Understand the key developments in the marketing measurement space for marketing ROI evaluation, both threats, and opportunities
  • Become expert in the benefits and challenges of the different models that are available to come away with a thorough understanding of the measurements that will matter most for your unique organization
  • Uncover which model will provide the right-time insights that your organization needs to improve the ROI of your marketing spend
 

Challenges: Key Challenges, Developments and Opportunities to Measure Marketing in a Cookieless Future

    Marketers in 2020 are faced with unprecedented threats to their targeting and performance visibility, including ITP, GDPR, and Walled Garden policies; however, they are also presented with new opportunities such as Logged In Inventory, More Paid Channel T/C Options, ADH-style privacy-centric platforms. In this session, Luke Mortensen, who leads the Global Channel ROI team at PayPal, will itemize the key developments in the marketing measurement space, both threats, and opportunities, as well as offer how large companies might interpret these events. Hear recommendations on top response strategies to address these developments, responses applicable as you return to your office.
Key takeaways and outcomes:
  • Hear recommendations on top response strategies to address the evolving developments in the marketing measurement space
  • Thoroughly understand the current and future state of identity, attribution and measurement technologies
Luke Mortensen, Director, Marketing Analytics, Global ROI and Americas, PayPal

Research Spotlight: Practices and Rules to Adapting to a Leaner Data Environment

    What do privacy legislation such as CCPA and GDPR mean for the data environment? What will be the impact on media allocation in MTA models given anticipated changes in the availability of identity data? One of the Advertising Research Foundation’s (ARF) working groups conducted an experiment to address these issues and put forward recommended practices and rules of thumb in adapting to the new potentially data-leaner environment.
Paul Donato, Chief Research Officer, Advertising Research Foundation (ARF)

Insights: A Peek Into the Walled Gardens-Perspectives from a Consumer Tech Giant to Shape your Post-Cookies Strategy

Amid growing concern around consumer privacy, browser developers continue to changes that are just another significant step towards a cookieless world.  By giving the consumer more control over how their browsing is tracked and shared is just one of many recent developments by global consumer tech giants to put an end to cookies. Key takeaways and outcomes:

  • Gain insights into the invaluable point of view from a consumer tech giant on what the new data privacy rules and regulations will mean and how they envision the future will be to offer unique advice on how marketers can thrive in a cookieless world
  • Explore the guidelines from their perspective for marketers to navigate this new ecosystem
  • Learn how you can continue to deliver relevant communications to consumers and customers
  • Uncover tools, metrics, tactics that you may not have fully considered yet to truly develop one-to-one relationships and more durable consent strategies that tie to actual users
 

End of Day One

Virtual Event Opening

  Casey Greenzweig, Director of Content and Experience, Momentum Events

Effectively Measure and Maximize the Impact of Marketing Spend through a Strategic Balance of Proven Traditional and Digital Tactics

Businesses of all sizes wrestle with how to make the most of their marketing budget. With scrutinized budgets, marketing leaders struggle with how to invest in traditional vs digital tactics. In this rapid-fire presentation, veteran marketing strategist and professor, Brad B. McCormick will outline a pragmatic approach to maximizing marketing investment dollars. Synthesizing the latest research, media theory, neuroscience, marketing mix modeling and over 20 years’ experience in integrated marketing, McCormick delivers a planning framework that will help businesses of any size make sure that every dollar counts. Key takeaways and outcomes:

  • Demystify the concept of profitable marketing and the science of marketing to gain invaluable insight into current media spend landscape
  • Uncover the key factors to finding the right mix of digital vs. traditional marketing allocation and how to effectively evaluate the impact of your marketing efforts
  • Master brand building effectiveness with the perfect mix of marketing allocation across channels
Brad B. McCormick, Adjunct Professor, Southern Methodist University

Applications: Cookieless Tracking and Attribution Modeling Beyond Last Click to Demystify the Customer Journey

Conversions are an important success metric but they do not often provide the valuable insights into the customer journey.  Many marketers still focus on last click attributed conversion but there are many steps along that journey that can provide critical information to the enterprise. Key takeaways and outcomes:

  • Uncover ways to measure non-converting actions and understand how important going beyond last click is for your business
  • Learn the most effective non-conversion metrics and the benefits of each in order to find the appropriate insights for your unique business
  • Explore additional success metrics you should be tracking to prove your marketing effectiveness
  • Effectively prevent deterioration in data quality as a result of ITP and gain an understanding into the steps you should put in place to mitigate the risks
  Sharlene Jenner, Senior Director, Digital Marketing, Vizient

Applications: Is It Personalization or Just Plain Creepy? Learn the Best Data Practices to Drive Deeper Customer Relationships and Revenue Without Crossing the Line

Digital attribution as we have previously understood and embraced has changed. The fines and penalties for misusing data is profound and can ruin the reputation of a business. How do we exist in a world where the laws are clear but the practice is not? Despite what the media and various research reports may say, customers are willing to share certain data and will do so if the benefits to them outweigh the privacy concerns. And while 3rd party cookies have crumbled, 1st party cookies have more potential than people are tapping into. Key takeaways and outcomes:

  • Thoroughly understand what customers are willing to share and the potential value exchange you can unlock by being transparent
  • Learn how to develop insight-driven campaigns by analyzing all 1st party data that lives in various silos across the organization
  • Create a thorough “data checklist mentality” to uncover where your data is coming from and ensure that it is functioning to its fullest potential
  • Gain a full understanding of how you can and cannot utilize data to protect the organization from legal and ethical risk and ensure you do not have any missed opportunities within your company to create a massively successful value exchange with your customers.
 

End of Virtual Event

*The agenda is still in development, if you are interested in sharing your insights as a presenter please feel free to reach out to casey@momentumevents.com

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