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    2008 Marketing Accountability Conference

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    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 to 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

    Conference Program Chair
    Ed Abrams
    Vice President, Integrated Marketing Communications
    IBM Corporation
    Chair, ANA Marketing Accountability Committee

    Dates & Times

    Starts:  July, 2008
    Ends:  July, 2008

    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 27, 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.

    Agenda

    Scroll down to view speaker presentations.
    Sunday, July 13, 2008
    6:00 pm Registration Sponsored by TEAM
    6:30 pm Opening Reception
    7:30 pm Opening Dinner  Sponsored by Aprimo and Hitachi Consulting
    Monday, July 14, 2008
    7:45 am Breakfast Sponsored by Prophet
    8:45 am General Session

    WELCOME
    Bob Liodice
    President and Chief Executive Officer
    ANA

    View Presentation

    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, Inc.

    View Snapshot

    View Presentation

    Q&A Session
    Barbara Bacci-Mirque
    Executive Vice President
    ANA 

    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 

    View Snapshot

    View Presentation

    Q&A Session
    Jeff Gilleland
    Global Strategist
    SAS Institute, Inc. 

    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.

    Pat LaPointe
    Managing Parnter
    MarketingNPV 

    View Snapshot

    Q&A Session
    Ed Abrams
    Vice President, Integrated Marketing Communications
    IBM Corporation

    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

    View Snapshot

    View Presentation

    Q&A Session
    Gordon Wade
    Chairman
    EMM Group 

    View Study 1

      

    View Study 2

     12:50pm

    Luncheon Sponsored by The Nielsen Company 

    Jon Mandel
    Chief Executive Officer
    NielsenConnect

      2:30 pm

    General Session contd.

    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. ANA and FEI members were asked the same questions about marketing accountability in two parallel surveys; Jeffrey Marshall, editor-in-chief of Financial Executives International's (FEI) publication Financial Executive and Ed See, President of Marketing Management Analytics (MMA), will share the results and their perspective on marketing accountability, marketing measurement, and how finance and marketing can and should work together.

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

    Ed See
    Formerly President
    Marketing Management Analytics (MMA)

    View Snapshot

    View Presentation

    THE COKE STORY - HOW MARKETING AND MARKETING FINANCE PARTNER
    The big challenge is balancing great marketing programs that drive results and marketing finance’s mandate to deliver accountable marketing. This high-level, deep dive will explore Coke’s top three challenges: effective measurement tools that finance believes and uses to forecast; creativity versus bottom-line growth; the monthly rolling estimate and the pressure to spend or lose it. Coke’s opportunities for improvement; flexible budgeting approach; and continued improvement on marketing measurement tools, with an eye towards partnership versus oversight, will be examined. Examples of what did and didn’t work will be interspersed throughout the presentation.

    Karna Crawford
    Director, Media & Interactive Integrated Communications
    The Coca-Cola Company

    View Snapshot

    View Presentation

    Q&A Session
    Barbara Bacci-Mirque
    Executive Vice President
    ANA 

     4:20 pm Adjournment
    Tuesday, July 15, 2008
    7:45 am Breakfast
    8:45 am General Session

    WORD-OF-MOUTH MARKETING AND SOCIAL NETWORKING: WHAT IS THE VALUE OF THE CONVERSATION AND HOW IS IT MEASURED - A FISKARS CASE STUDY
    Word-of-mouth marketing is the flavor of the month right now. Viral marketing, online videos, social networks, blogs, and buzz events are all new tools in our expanding marketing toolbox. To truly make an impact, we, as marketers, must take that bold next step of releasing control.  We must hand the reins to our most-passionate customers.

    Jay Gillespie, vice president of marketing, Fiskars Brands, and Spike Jones, president of Brains on Fire, will lay out the blueprint for the creation of the "Fiskateers," Fiskars' crafting ambassador program.  This best practice case study not only connected the company with its customers, it increased loyalty, online conversations, and sales - and that was only the beginning.  Fiskateers is no longer a marketing program; it is a movement.

    Jay Gillespie
    Vice President, Marketing
    Fiskars Brands, Inc.

    Spike Jones
    Firestarter
    Brains on Fire

    BREAKOUT WORKSHOPS
    There will be a two concurrent 90-minute breakout workshops. These workshops will be interactive, with audience discussion strongly encouraged.

    A MARKETING ACCOUNTABILITY PROGRAM
    Getting an accountability program started and keeping it going are two very big and daunting challenges. While we all know that the keys to success are a cross-functional team, senior executive buy-in, and an appropriate budget, many organizations struggle to get a program started and just don't know where to start.  During this workshop, we will discuss keys to successful kick off; who to get involved and when; how to set and manage expectations on what business questions will be answered and with what level of precision; the typical challenges and barriers companies face (people, process, etc); and the appropriate messaging across the organization throughout the process

    Doug Brooks
    Vice President
    Marketing Management Analytics (MMA)

    View Presentation

    MARKETING ACCOUNTABILITY 2.0
    This session is geared to those who have already made progress but are still trying to tie the pieces together or are wrestling with building better organizational adoption. In this workshop, we'll discuss things that can cause measurement to sputter or stall and how to avoid them, which metrics are working and which should be avoided, and getting finance to believe in your measurement approach. We'll also cover integrating the pieces--people, process, and tools--to reach the next level of proficiency in measurement, budgeting, and resource allocation. This workshop is for people who have some type of dashboard and basic analytical tools in place.

    Pat LaPointe
    Managing Partner
    MarketingNPV

    TRANSFORMING YOUR MARKETING ACCOUNTABILITY PROGRAM
    Experience in the area of marketing accountability is a big factor in overcoming the many obstacles to creating and executing a successful program.  The final session of the conference will draw on the experience of our first day's speakers.  The panel will share their knowledge and insights on the following topics:

    • 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
    • Partnering with finance
    • Alignment of marketing objectives with business goals
    • Identifying the one critical element these experts would change if they could that would significantly transform their marketing accountability programs

    View Snapshot 

    Moderator
    Don Sexton
    Professor of Business
    Columbia University

    Panelists
    Dean Adams
    Director, Corporate Brand Management
    3M Company 

    Blair Gibson
    Executive Director, Portfolio Strategy and Strategic Planning
    Merck & Company, Inc. 

    12:15pm

    Conference Adjournment