Data Driven Omnichannel Marketing

Mark Kaline

Senior Vice President, Data and Analytics Practice ANA

OPTIMIZING DATA IN AN ENORMOUSLY SHIFTING MODERN MARKETING WORLD

In this session, Ken Krasnow will be discussing how Henkel, a 140 year old consumer facing company  -- whose products have been even more essential in recent months -- is evolving  in challenging economic times to become even more purposeful, consumer centric and relevant. He will address the use of modern marketing analytics data tools and delve into the company’s experience leveraging technology to:

• - Unearth rich insights that enable us to tell new brand stories
• - Find the hidden shopper (people who should be buying are brands but aren’t)
• - Collecting relationships vs. serving impressions

Ken Krasnow

Vice President Omnichannel Marketing Henkel

MULTI-STAGE MARKETING MIX MODELING: THE CONSUMER DECISION JOURNEY

In this session, consumer marketers will discuss the challenges and pose solutions to such questions as: What are the purchase journeys for a brand in each category? What tactics or touch points are important for awareness, consideration, conversion?

What does this mean for our brands? Measuring marketing objectives when sales isn’t the only outcome, each tactic’s contribution on each stage of the journey: awareness, consideration/engagement, conversion, and understanding how upper funnel tactics contribute to each stage of the journey will be among the topics addressed. The impact via traditional tactics including paid and earned media, events, word of mouth, as well as online methods (brand owned, retailer and influencer based) take a strategic and multi-staged approach for full 360 degree optimization.

Doug Jensen

Vice President, CRM & Corporate Marketing Analytics The Estée Lauder Companies

REOPENING AMERICA: TRACKING DATA ON WHERE U.S. CONSUMERS STAND TODAY

In 2020, a whirlwind of change gripped the U.S. consumer. Lockdowns. Stay-at-home orders. Business closures. Life screeched to a halt.

And, now, we grapple with the uncertainty of reopening the American economy.

What does this mean for you? How should you communicate with an audience that isn't sure what’s next?

Resonate is the only consumer data and intelligence company closely tracking real-time data on the current state of American adult consumer sentiment. We’re actively collecting and analyzing survey results to measure anxiety, behaviors and motivations around the coronavirus pandemic and producing deep, dynamic consumer intelligence to inform your decision making during this critical time.

We’ve distilled a massive data set into the third wave of our complimentary report revealing American’s readiness to move forward within the ‘new normal’ and unpacked what ‘new normal’ actually means. This vital and unprecedented report compares survey points across March, April and May data, while answering burning consumer questions, including:

• Which consumers are ready to travel by plane or train –– and who is willing to travel stateside or internationally?
• Who is willing to step foot back in a mass gathering of hundreds, or even thousands –– and, for those who aren’t, what would it take for them to feel secure?
• Which sports fans are eagerly awaiting a return to the field –– and which fans will tune in to watch teams play in front of empty stadiums?
• When and how to pivot your messaging to capture audiences who are returning and which messages will put their anxieties at ease

Join Resonate Chief Marketing Officer Ericka Podesta McCoy for a deep dive into this insight-packed and first of its kind report. You’ll gain access to the real-time data you need now as your organization looks forward to the third and fourth quarters.

Ericka Podesta McCoy

Chief Marketing Officer Resonate

CREATING DEEPER CONNECTIONS WITH CUSTOMERS IN UNPRECEDENTED TIMES

As customer emerge into a post pandemic world, they will undoubtedly have adapted their conscious (and subconscious) behaviors, to avoid risk or get better value from the brands they engage with. While most brands were already on the digital transformation path - recent events have accelerated and refocused efforts to appeal to both customers' hopes and fears.

In this session, we'll take a look at the strategies and brands that are getting it right in their marketplace by using customer data and creativity to succeed.

Drew Ormrod

Senior Director, CRM & Analytics Luxottica Pearle Vision

EMAIL MARKETING IN SENSITIVE TIMES - NEW APPROACHES FOR 2020 SUMMER SEASON

As individuals, we are all adjusting to a temporary new normal. Email is an even more essential communication tool now. As marketers we must adjust how we communicate with customers and prospects to be both appropriate and effective. This session focuses on the best email marketing techniques to utilize during this period of unease. Whether you are reaching B2B or B2C audiences, this webinar shared key stats, techniques, and methods to ensure performance and appropriateness during these difficult times.

Key takeaways:

• B2B and B2C methods that are both appropriate and effective
• Subject lines for sensitive times that boost open rates
• Understanding your outlier email metrics
• And more....

Jay Schwedelson (@WORLDATA)

CEO Worldata