Research & Measurement
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THEME: BIG DATA
NETWORKING BREAKFAST (9:00 – 9:45)
INTRODUCTIONS (9:45 – 10:00)
I. BIG DATA KEY TRENDS AND INDUSTRY UPDATE (10:00-11:00AM)
According to a recent report by BMO Capital Markets, marketers are spending $50 million on Big Data and advanced analytics to improve marketing's impact on the business. In addition, recent academic research found that companies who incorporate data and analytics into their process show productivity rates 5 to 6 percent higher than those of their peers. In this session, industry expert Rishi Bhandari, Marketing ROI Practice Leader - McKinsey & Company will share key trends in Big Data, including its impact on the future of marketing and sales, some industry success stories, and pragmatic approaches for companies to gain a competitive advantage in this space.
Rishi Bhandari, Marketing ROI Practice Leader - McKinsey & Company
II. BIG DATA CASE STUDY FOR BUSINESS-TO-BUSINESS: EMBLEMHEALTH (11:10AM-12:00PM)
Big Data is easier said than done. So, how can marketers take advantage of all of the data available to them and turn it into real business insights that drive measurable results? In this session, Shirish Dant, Head of Consumer Marketing and Market Insights- EmblemHealth and David Magrini, Vice President and Shiv Gupta, Sr. Director of Analytics - Merkle will share a case study on how EmblemHealth has done this and key takeaways and actionable insights for marketers to take back to their organizations.
Shirish Dant, Head of Consumer Marketing and Market Insights- EmblemHealth
David Magrini, Vice President - Merkle
Shiv Gupta, Sr. Director - Merkle
III. BRIDGING BIG DATA AND MARKETING MIX MODELING (12:30-1:20PM)
In this presentation, Steve Greenberger, Chairman, The Business Advisory Group and Mark Green, Vice Chairman, The Business Advisory Group will review the current status of data utilization in Marketing Mix Modeling, the holes that need to be filled and an examination of what needs to be incorporated when constructing the next generation model.
Steve Greenberger, Chairman - The Business Advisory Group
Mark Green, Vice Chairman - The Business Advisory Group
IV. HARNESSING BIG DATA TO DELIVER RELEVANT CONSUMER MEASUREMENT & INSIGHTS (1:30-2:30PM)
The topic of Big Data has plagued the marketing industry since 2011 and it leaves customer insights professionals wondering the best ways to effectively measure and analyze all this data. Big data creates more opportunity for customer insight professionals to improve their delivery of relevant, contextual, useful marketing programs. However, the increasing volume, variety, and velocity of big data creates new challenges for marketers. In this session, Tina Moffett, Industry Analyst - Forrester Research, Inc. will share the best way to harness big data to drive more effective consumer measurement and how it can help your organization broaden a more relevant relationship with your customer by learn what big data is and how it is currently being used, how firms are leveraging big data to plan, track, measure, and analyze more effectively, and industry best practices around big data measurement.
Tina Moffett, Industry Analyst - Forrester Research, Inc.