Marketing Analytics for Impact, Letting Data Drive
This session is available as a member-benefit to full ANA members only. Seats are limited and confirmation of attendance will be required in advance of the session.
Marketers require new ways to measure and evaluate marketing performance. Fortunately, we are living at a time when the robustness and granularity of data is able to provide us with insights. However, many enterprises have been challenged to manage the data needed to navigate through the complex marketing and media ecosystem.
Several barriers hinder measurement success including integrating disparate data, explaining conflicting results, and securing organization buy-in. To overcome these challenges and to build credibility with internal leaders and partners, marketers must better understand their business needs and tailor a measurement road map and business case to guide themselves toward more effective performance measurement. This workshop builds this capability and helps you and your marketing organization progress toward more accurate, comprehensive, and insightful analytics.
This interactive workshop will teach you how to confront these challenges and approach measurement that leads to improved marketing ROI.
Who Is This Workshop For?
This workshop is for mid to upper-level marketers and business professionals who want to:
- Grow their measurement capability and understanding
- Improve their ability to uncover and activate on insights from analytics
- Champion the value of credible analytics to their organization
- Deliver improved marketing effectiveness, efficiency and ROI
Please note, this is not a technical, data science, or statistics workshop. This workshop’s focus is on the practical application of marketing analytics and the appropriate solutions to address your organizational needs.
- Setting the Stage (15 min)
- Measurement Myths and Truths (20 min)
- Principles of Strong Measurement and Successful Adoption (40 min)
- Defining and Prioritizing the Key Questions (45 min)
- Break (15 min)
- Know Your Metrics (60 min)
- Lunch (30 min)
- Choosing the Right Measurement Methodolgy (75 min)
- Break (15 min)
- Common Measurement Mistakes & Pressure Testing Results (45 min)
- Activating the Insights (60 min)
- Driving Adoption of Analytics (30 min)
- Closing (15 min)
Start: Thursday, July 20, 2017 at 9:00am
End: Thursday, July 20, 2017 at 5:00pm
8515 E. Orchard Road
Greenwood Village, CO 80111
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Nancy Smith is President and CEO of Analytic Partners Inc., a global marketing analytics consultancy and technology company that she founded in 2000. Analytic Partners provides results-driven analytics, consulting and proprietary technology to provide data driven marketing solutions including marketing mix modeling and multi-touch attribution. Nancy focuses her organization to look beyond just measuring marketing ROI to driving change for AP clients with forward-looking, predictive insights.
Prior to founding Analytic Partners, Nancy worked at ASI (now Ipsos) and Clairol on both the vendor and client sides to drive the adoption of analytics to support marketing planning and budget optimization. Nancy has consistently been focused on delivering actionable insights with measureable and validated results.