2008 Marketing Accountability Conference

Register

Please login to register online.
You may also register without login or register another person.

Conference Description

The Case for Marketing In-Credibility

Formal marketing accountability programs are becoming an accepted business practice among marketers. However, dissatisfaction about marketing measurement and internal marketing accountability processes is rampant. The ANA is at the cusp of the marketing accountability movement working with the marketing industry to provide leadership and guidance the help forge the connections between marketing activity and business outcomes. At this flagship meeting, high-level marketers will discuss their successes (and failures) in driving the accountability of their organization.

Topics that will be addressed include:

• Processes required to implement marketing accountability practices
• The metrics most commonly used to measure marketing effectiveness
• The importance of cross-functional teams to establish common goals and processes

In addition, this year the second day will feature a series of interactive workshops in which participants will contribute to solutions to solve the following key obstacles to obtaining a successful culture for marketing accountability:

• Establishing metrics and methodologies for measuring marketing ROI.
• Creating the buy-in and resources to create a true marketing transformation
• Developing cross-functional support to align people, process, data, metrics and technology

Dates & Times

Starts:  Sunday, July 13, 2008 at 6:30pm
Ends:  Tuesday, July 15, 2008 at 2:00pm

Add this event to your calendar.

Venue/Location

The Ritz-Carlton, Laguna Niguel
One Ritz-Carlton Dr
Dana Point, CA 92629

ANA has negotiated a special room rate of $299; the cut off date to make reservations is June 19, 2008. Please call the hotel directly at 949-240-2000 ext. 5056 or 800-241-3333 and reference the name the ANA Marketing Accountability Conference.

Registration Fees

Early-bird pricing is in effect for this event through 05/29/2008:

		Member Rate	Non- Member Rate
Registration
	Forum Registration Fee	$995	$1,195
Spouse/Companion Registration
	Spouse/Companion	$495	$495

Agenda

THE MOVE FROM "PURE GUT" MARKETING TO STRUCTURED STRATEGY
What happens when you move from a "pure gut" marketing approach to a structured marketing strategy that uses advanced analytics to improve decision making? You have lots to learn. Doug Palladini, VP of marketing at Vans, a leading national sports apparel/footwear company, will discuss the firm's transformation. Specifically, he will share his challenges, learnings, and successes as they relate to the following:

• Communicating and gaining buy-in across the organization (marketing, finance, product, etc.) on the use of advanced analytics in marketing
• Optimizing a mix of nontraditional marketing activities such as product placement, video game partnerships, events, and digital
• The impact of consumer-generated content/buzz
• Managing the balance of marketing accountability and creativity
• Why research and data can never replace direct consumer contact

Doug Palladini
Vice President, Marketing
Vans
____________________________________________________________________________________________________

TAKING CUSTOMER INSIGHT TO THE BANK - HOW THE RIGHT CONSUMER METRICS ACT AS THE BACKBONE OF A SUCCESSFUL MARKETING PROGRAM
This session will focus primarily on the process required to implement US Bank's Relationship Management and Customer Decision Systems. Specifically, Rich will discuss: who from the organization was involved, what metrics were required to evaluate success, how he achieved buy-in from the critical parts of the organization, the required financial benefits.

Rich will then focus on present day, to share how the implementation results match up with the planning requirements. Finally, the focus will be on some highlights of US Bank's "best-practices", including:

• Customer Insight: data-mining 16,000,000 daily transactions, incorporating customer conversational data, and applying predictive analytics to segment customers and prescribe "treatment tracks".
• Customer Interaction: based on daily changes for each individual customer. These insights, along with prescribed actions, are distributed to over 20,000 bankers in branches and call centers ...representing 193,000 leads-per-month. This intelligence is imbedded in all customer channels: Internet Banking, Call Centers, ATMs, Tellers, and Bankers.
• Customer Improvement: closed-loop-learning, based on empirical results of customer interaction.

Rich Martino
Senior Vice President, Market Information & Research
U.S. Bank ____________________________________________________________________________________________________

HOW MERCK MEASURES THE PAYBACK ON MARKETING INVESTMENTS
Merck, one of the world's top pharmaceutical firms and home of familiar brands like Singulair, Gardasil, and Januvia, has developed a deep understanding of returns on marketing initiatives, from advertising to events to direct selling and more. In this overview, Blair Gibson, executive director of portfolio management for Merck global human health, will present how the company integrates marketing, finance, and business unit stakeholders to build and refine processes for forecasting, measuring, and assessing the relationship between investment and return. He'll also discuss how Merck incorporates insights into future plans.

Blair Gibson
Executive Director, Portfolio Management
Merck ____________________________________________________________________________________________________

3M TAKES MARKETING ACCOUNTABILITY GLOBAL - A CHANGE MANAGEMENT PROCESS & MEASUREMENT SYSTEM

3M is a diverse and highly decentralized global corporation. With a product portfolio of over 50,000 products, 40 operating divisions, 65 international subsidiary locations, and a large trademark portfolio, complexity is a real issue. 3M has built a global process for tracking the 3M brand. The company put in place a brand management framework and built local and global teams for the identification of, and collaboration on, best practices, with the intent to continually improve and simplify their processes.

3M's process is as much a change management process as a measurement system. Their systematic approach aligns resources more effectively than ever to deliver better on the brand promise. Basic tools and measures are consistently implemented and optimized to change behavior and improve understanding. 3M will present examples of their internal and market metrics that lead to improved results, not just on sales and profits but on employee engagement and corporate reputation.

Dean Adams
Director, Corporate Brand Management
3M Company
____________________________________________________________________________________________________

FINANCE: FRIEND OR FOE? - THE CFO PERSPECTIVE

One critical component of any successful marketing accountability program that is often overlooked is buy-in from finance. This in-depth session will reveal what financial and marketing professionals think of one another. Jeffrey Marshall, editor-in-chief of Financial Executives International's (FEI) publication Financial Executive, will share FEI's perspective on marketing accountability, marketing measurement, and how finance and marketing can and should work together. Additionally, ANA and FEI members were asked the same questions about marketing accountability in two parallel surveys; the results will be compared and contrasted.

Jeffrey Marshall
Editor-in-Chief
FEI's Financial Executive magazine