Driving Growth with Measurement

This event is over.

This session is available as a member-benefit to ANA client-side marketer members only. Seats are limited and confirmation of attendance will be required in advance of the session.

To be added to the waitlist for this session, please send an email to zmorse@ana.net with your name, email and phone number. 

 

Despite years of ever-increasing emphasis on the importance of measurement, marketers still struggle to get it right. Marketing departments lack transparency and accountability. Functional siloes 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 Attribution methods are outdated and even measurement-savvy organizations struggle to keep up with the newest tactics and technologies.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 address 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

Download the full benefits here


  • Setting the Stage (30 min)
  • Where to Start: Creating Your Measurement Plan (45 min)
  • Identifying the RIGHT Measurement Metrics (30 min)
  • Attribution (30 min)
  • Break (15 min)
  • Elements of Effective Data Management (60 min)
  • Lunch (60 min)
  • Combining Marketing Mix Modeling with Multi-touch Attribution for a Unified Approach (30 min)
  • Fundamentals of Effective Data Story Telling (45 min)
  • Key Marketing Measurement Bechmarks (45 min)
  • Break (15 min)
  • The Importance of Organizational Adoption and How to Achieve It (45 min)
  • Creating an Analytics Culture for Marketing (w/ exercise)
  • Wrap-up and Closing (15 min)


Instructors

trainer

Julie Fleischer

As VP of Product Marketing, Marketing Solutions at Neustar, Julie Fleischer drives go-to-market strategy, positioning and execution for the company’s award-winning portfolio of marketing solutions. Previously, Fleischer was managing director at OMD, where she led the CPG and retail businesses. At Kraft Foods, she earned industry-wide recognition as an evangelist for data accountability and the critical relationships between data, content and technology.

She is a sought-after brand advocate and well-respected media, advertising and marketing thought leader, presenter and change agent with more than 20 years experience building strong brands and driving bottom line results. Julie’s expertise includes reinventing organizations to be consumer-centric, media-forward and analytically minded.

At Neustar, Julie partners with brands and agencies to help them use the Neustar OneID™ System for Trusted Identity, as well as the Neustar Marketing Solutions portfolio, including data onboarding, customer intelligence, connected CRM, identity data management platform (IDMP), audience activation and Neustar MarketShare for advanced marketing analytics.

Julie earned a BA in Psychology at the University of Pennsylvania and a Master of Management degree from Northwestern University’s Kellogg School of Management.


trainer

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, Market Strategy, at Neustar where he is responsible for the company’s Retail practice, helping brands make better, data-driven marketing investment decisions. Marc previously was responsible for deploying Neustar Marketing Solutions across identity, segmentation, activation and measurement, and delivering strategic insights to senior management.

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 BS in Economics from the Wharton School and an MBA from the UCLA Anderson School of Management.