Analytics/Multi-Channel Track

Smarter Marketing Through Advanced Analytics

Rafael Bradley, Analytic Director, iKnowtion
Nancie Freitas, Vice President & CMO, Constant Contact

This case study shows how marketing mix modeling is being used by data-savvy companies to help them assess multimedia marketing performance and make decisions about future marketing spending. Attendees will learn how online media is being integrated with offline media to take advantage of the growing ways in which customers are accessing information and making buying decisions.

For executives struggling to understand the effectiveness of their marketing, this session will cover both the technical aspects of marketing mix modeling as well as the strategic applications of it. We will discuss how a pooled time-series econometric model was used to derive the impacts associated with various offline and online media, the data requirements for this type of project, and how the client used the findings to make significant investment decisions that have helped accelerate the growth of their customer base.

You will learn:

· How to use advanced analytics to improve marketing decision making

· The components of marketing mix modeling

· How marketing mix modeling can be used for business planning and channel management

· How marketing mix modeling can be used to understand drivers of specific business results

· How to determine individual and synergistic influences of assorted marketing investments

· How marketing mix modeling can be used to simulate impacts of alternative marketing plans and forecast business results

About the Speakers:

Rafael Bradley is an Analytic Director within iKnowtion's Automotive and Retail group, and is responsible for leading analytical engagements specializing in behavioral modeling and behavioral segmentation. He holds a M.S. in Resource Economics from the University of Massachusetts at Amherst. Speaking experience includes—DMA Conference 2009

Nancie G. Freitas is CMO at Constant Contact where she leads the company's overall market positioning and brand strategy. She has over 20 years of experience working with subscription-based business models, with a heavy focus on the small business sector. She holds a B.A. in Marketing from the University of Massachusetts. Speaking experience includes—Marketing Analytic Xchange (MAX08) and DMA Conference 2009.

10:30am - 11:45am

Value In Play—Unlock the Potential for Your Best Multi-Channel Marketing Ideas 

Paul Mandeville, CEO, Conversen, Inc.

Value In Play (VIP) is a marketing program design technique that assists marketing teams in identifying the “a-ha” opportunities that have long been the fuel behind some of the most successful marketing efforts in the last ten years. Marketers face significant challenges in 2010. First, CMO surveys from coast to coast are predicting flat (at best) or down marketing budgets for the 2^nd and in some cases, 3^rd straight year. However, CMO's are still being asked to solve some of the most complex and costly challenges involving integrated communications with their audience across all channels. As buyers invariably turn to the web and multi-channel experiences as their basis for the shopping behavior, what do marketers need to do to react? Come explore Value In Play tactics for success in such a climate.

You will learn:

· A dramatically (and critically) different description of the challenge that we all face as marketers in the next several years

· An approach for dealing with this challenge and in a working session attendees will leave with ideas of their own that they can put into action

· Actual tools that have been used in the real world by several large and well known organizations to develop and map out their own Value In Play tactics

Highlights:

· Define VIP and provide examples

· Present tools and techniques to help team identify VIP in their own customer relationships

· Provide the blueprints for building marketing programs in response to VIP

· Educate marketers on trends that are impacting them now

· Compel action and a different way of thinking

· Provide tools and techniques that allow marketers to take action without large budgets, limitless IT resources, and months of project management

1:30pm - 2:45pm

The Art of Insight—How to Transform Data into Actionable Findings

Marcy Riordan, Senior Vice President, Consulting Services Director, iKnowtion

For companies that are focusing on a data-driven approach to marketing and decision making, this session is especially important as it will help mid to senior level executives understand how to uncover the customer insights that are buried deep within the data that exists throughout all of their database systems. This session will also cover a range of critical information related to how companies can use their database(s) strategically throughout an organization vs. just tactically for executing specific marketing programs.

Many companies struggle with how to turn their data into actionable customer insights that can drive their business forward. This session will help you organize customer intelligence in a way that informs the business and culls out opportunities that lay hidden. It explains how to go deeper into a database to pinpoint findings, trends, and opportunities. It also discusses a proven approach that starts with understanding business objectives and profit drivers, how to identify key customer behaviors, business-driven, high opportunity customer segments, and the best way to package these insights to leverage as a powerful tool that supports your business.

You will learn:

· How to organize and present your customer data in a way that will deliver maximum business intelligence

· How to identify strategic insights from your database that can be leveraged tactically across your organization to positively impact your bottom line

· How to use your database to gain insights that executives can use to make fact-based decisions about how to optimize your marketing

About the speaker:

Marcy Riordan is Senior Vice President and Partner at iKnowtion, responsible for providing strategic direction to the company's major accounts. She has 20 years experience in database marketing, risk management and strategic marketing consulting. She holds a B.S. in business administration with a concentration in finance and economics from the University of Massachusetts, Amherst. Speaking experience includes—NCDM 2009 and DMA Virtual Seminar 2008

3:00pm - 4:15pm

This session will provide an insider's view of how to overhaul and turbo charge a direct marketing program, focusing on targeting, data, strategy, creative, channel optimization and testing, using a specific insurance client as a real life example. Attendees will discover where to look for response-unlocking information that's hidden in their programs, three ways to leverage human nature to get people to do what you want them to do, two unexpected creative approaches that prospects find impossible to ignore, and the multiplier effect of cross-channel communications.

You will learn:

· Five smart ways to get your acquisition mail opened now

· How to strategically use data to boost cross-sell and upsell results

· A proven approach to optimizing your targeting, strategic messaging, and creative execution