Jeffrey Marshall, editor-in-chief of Financial Executives International's publication Financial Executive and Ed See, President of Marketing Management Analytics, share the results and their perspective on marketing accountability, marketing measurement, and how finance and marketing can and should work together.
David Bond, Director of Business & IT Strategy at Sapient, and Alex Chepovetsky, Director of Interactive at Sapient, shared tips of how to overcoming six top obstacles to adopting marketing analytics and five best practices. They also presented a case study exploring the Royal Bank of Canada's use of marketing analytics and integrated marketing.
Dick Blatt, CEO of POPAI, the Global Association for Marketing-at-Retail and Martin Kingdon, CEO of SheridanGlobal Limited, discussed how the retail space as a marketing platform is being transformed at an unprecedented pace.
Rich Martino, Senior VP of Marketing Information & Research at US Bank, discussed his organization's implementation of a Relationship Management and Customer Decision System, which allowed for increased customer insight, customer interaction, and customer improvement.
Karna Crawford, The Coca-Cola Company explores how Coke approaches the challenge of balancing marketing programs that drive results and marketing finance's mandate to deliver accountable marketing.
What happens when you move from a "pure gut" marketing approach to a structured marketing strategy that uses advanced analytics to improve decision making? Doug Palladini, VP of marketing at Vans, a leading national sports apparel/footwear company, discusses the firm's transformation.
Kathyleen O'Brien, a partner at the law firm Reed Smith, regularly counsels clients on advertising and marketing issues. She shared her thoughts on issues and challenges impacting advertisers in areas including: major FTC issues, steps to creating accurate advertising claims, substantiation, use of surveys, testimonials, and user generated content.
Arlene Villanueva, Global Media Director, Integrated Marketing/Global Media at Intel, took us behind the scenes of Intel's $300 million global media agency review. The review "decoupled" media (also called "unbundled" in the industry) as Intel moved to what it calls an "open source model," impacting about 25 countries.
LMX provides marketers with clarity necessary to manage the new digital landscape by monitoring and anticipating shifts in traditional and new media consumption patterns that impact where, when and how to best reach consumers.
Katrina McGhee, VP of Marketing at Susan G. Komen for the Cure, discussed the potential benefits of a cause marketing program and the pitfalls marketers should avoid. Today's savvy consumers are demanding their favorite brands have a social conscience as part of their daily business operations. Katrina shared best practices and the latest trends in the red hot area of cause marketing.
Mike Steib, Director of Google TV — Google Inc. explores ways media has effected how marketers create and use audio, print and TV ads.
John Adams, Chairman and CEO of The Martin Group dicusses topics related to client/agency relations including compensation agreements scope of work agreements that lead to better work.
Starcom MediaVest Group Director of Cultural Identities Esther Franklin discusses the findings of a groundbreaking new study designed to help marketers understand the African-American community from the inside out-with a new approach and fresh understanding for the advertising industry.
Deloitte & Touche's Senior Manager, Scott Russell provides insight on how to avoid the Shopper Marketing Pitfalls.
Dr. Rochelle Larkin Ford, APR Associate Dean of Research and Academic Affairs and her colleague, Sloane M. Signal, Sequence Coordinator for Advertising and Public Relations at the John H. Johnson School of Communications at Howard University share the results of a three-pronged approach they used to address how agencies should ultimately use diversity to craft better messages for the consumer.
This presentation provides information to help identify the direction of the committee research initiative.
Results focused, sales contributing, integrated marketing is a top priority for client-side marketers. Learn where the business is going now with two new tools that you can apply to your business today to accelerate your speed to analytics, insights, and improved results.
Tom Seclow, leader of the Marketing Officer Practice of Spencer Stuart, put CMO tenure data in perspective and discussed the steps marketers can take to increase their likelihood of long-term success.
Linda Narbey of the ANA provided an overview of committees and pointed to some of the "best of" recent ANA committee case studies, presentations and initiatives.
From traditional advertising, to a multitude of new media options, advertising campaign development has never been more complex, sophisticated or exciting. Learn why advertisers who meaningfully connect their brands to consumer lifestyles will be the big winners.