Driving Growth with Measurement (Regional Full Day)

How Data & Analytics Improve ROI
(Full Day Workshop)

Despite years of increasing emphasis on the importance of measurement, marketers still struggle to get it right. Marketing departments lack transparency and accountability. Functional silos thwart measurement and optimization efforts. Marketers don’t know what to do with all the data at their disposal and often focus on the wrong metrics.

Further, connecting online and offline results remains elusive, as does consistently applying insights to decision making. Attribution methods are outdated and even measurement-savvy organizations struggle to keep up with the newest tactics and technologies.

This workshop addresses these issues and will help you and your team to understand marketing data, measurement and analytics, the optimization of marketing spending, connecting marketing to revenue, and how to become more proficient at driving growth through analytics. As a result, you and your team will learn how to make more effective decisions that drive your ROI.

Who Is This Workshop For?

The Driving Growth with Measurement workshop is for any marketer, across all channels and functional boundaries within marketing that are tasked with executing marketing plans, programs and tactics, as well as those responsible for higher level strategic planning and budgeting

Workshop Benefits

The benefits of attending this workshop fall under the following key drivers of growth: improving marketing effectiveness, increasing marketing efficiencies, and maximizing marketing ROI.

This ANA Data Analytics Center workshop helps attendees increase marketing efficiency and effectiveness by teaching them:

• How to create a sound, holistic measurement plan, set measurement goals & strategy, and select the right metrics.
• How to gather and interpret quantifiable evidence of which marketing strategies and tactics are working, which ones are not.
• How to optimize marketing investments with analytical insights.
• Where marketing should focus its resources in the future to optimize impact.
• Why a holistic approach to measurement (online/offline, top-down/bottom-up; short-term/long-term) is so important, and how to create one.
• Basics of benchmarks for analytics budgeting, staffing and measuring marketing measurement maturity.

This ANA Data Analytics Center workshop helps attendees maximize marketing ROI by teaching them:

• The different types and sources of data, and how that data should (and should not) be used (i.e. demographic data, behavioral data, purchase-based data, sales transaction data, CRM data, marketing execution data, customer sentiment data, etc.)
• The importance of data quality and how to best achieve it.
• Best practices for collecting, cleaning and maintaining useful marketing data.
• How to turn the marketing data deluge into a competitive advantage and improved ROI.
• The four keys to turning data into actionable insights.
• Best practices for marketing data management.

This ANA Data Analytics Center workshop helps attendees raise the credibility of the marketing function by teaching them:

• The most effective ways to tell a compelling measurement story to the C-suite, Finance Department, Board or other parts of the organization.
• The critical importance of organizational adoption for marketing analytics, with key steps and best practices for improving analytics adoption across the organization.
• The importance of creating a continuous, self-reinforcing analytics culture and mindset.
• Key data, measurement and analytics trends that will drive mastery of marketing analytics programs going forward.

Download the full agenda here

Marc Vermut

Marc Vermut is a highly experienced marketing measurement, data and analytics executive with 20+ years experience in the retail, technology, telecommunications and entertainment industries. He is a skilled and sought-after presenter and educator across a range of topics that include business strategy, marketing strategy, marketing analytics, industry analysis, operational cost analysis, business plan development, valuation and financial modeling.

He is Vice President, Marketing Solutions, at Neustar, where he is responsible for the deployment of identity, segmentation, activation and measurement across Neustar Marketing Solutions as well as delivering strategic insights that help brand leaders make better, more data-driven, marketing investment decisions.

Prior to Neustar, Marc worked in strategy, financial advisory and M&A roles for the Media and Entertainment, Telecommunications and Technology industries. He earned a B.S. in Economics from the Wharton School and an M.B.A. from the UCLA Anderson School of Management.