Advertising Financial Management, West Coast Chapter

Theme: Marketing Automation

Marketing automation revolves around software platforms and technologies designed for marketing departments. The software helps to effectively market on multiple channels online and will automate various tasks. In this meeting, we will share best practices and discuss topics that affect procurement and marketing professionals in this area.

NETWORKING BREAKFAST (9:00 – 9:45AM)
INTRODUCTIONS (9:45 – 10:00AM)


I. WILLIAM BLAIR AND COMPANY: USING AUTOMATION TO ENHANCE THE CUSTOMER EXPERIENCE (10:00 – 11:00AM)
William Blair & Company is a global investment banking and asset management firm. They are committed to building enduring relationships with their clients and providing expertise and solutions to meet their evolving needs. Jack Thurston, Director of Digital Marketing – William Blair & Company will discuss how they use marketing automation to better engage current and potential clients. Learn how William Blair & Company is integrating marketing automation with social media, content marketing, analytics, web activity, and email campaigns.

Speaker:
Jack Thurston, Director of Digital Marketing – William Blair & Company


II. KAISER PERMANENTE: APPLYING DATA WAREHOUSING AND THE CLOUD TO EVALUATE KPIs (11:15AM – 12:15PM)
Using technology to supercharge information sharing, drive down healthcare costs, and overcome communication barriers is something that requires coordination. Kaiser Permanente recently launched initiatives to interface live media planning and impressions data with information from financial planning computer systems to facilitate real-time resource allocation decisions. This initiative supercharges information sharing between Finance, Marketing, and Procurement which has resulted in increased business agility and efficiency. Andrew Tang, Sr. Finance Manager – Kaiser Permanente and Randy Lamont, Director, Marketing Metrics – Kaiser Permanente will share how they integrate and automate financial planning and resource allocation as well as procurement and contracting workflows.

Speakers:
Randy Lamont, Director, Marketing Metrics – Kaiser Permanente
Andrew Tang, CPA, Ph.D, Sr. Finance Manager – Kaiser Permanente


LUNCH (12:15 – 1:00PM)


III. MARKETING AUTOMATION: AN INTEGRAL COMPONENT TO CRM (1:00 – 2:00PM)
Marketing automation is a tool that can provide value, by taking repetitive manual tasks and automating them. Marketers can effectively and efficiently market to their current and potential customers on multiple channels online using this integral component to CRM. Tara Ennis, Director, Marketing Procurement – Johnson & Johnson will lead a member roundtable discussion on best practices to leverage marketing automation for CRM programs.

Facilitator:
Tara Ennis, Director, Marketing Procurement – Johnson & Johnson


IV. MEMBER ROUNDTABLE DISCUSSION (2:00 – 2:30PM)
In this session, we will open up the discussion to talk about issues that ANA Advertising Financial Management Committee, West Coast Chapter members are facing and build upon those topics to explore in future meetings.

Facilitators:
Ronald Jensen, Director, Financial Synergies – Toyota Motor Sales U.S.A., Inc.
Andrew Kritzer, Senior Director – ANA