Marketing Analytics - Time-Honored Optimization

San Francisco, March 13-18, 2011

Marketing Analytics Conference Track sponsored by:

Marketing was not invented in 1994 when the first banner ad for AT&T went up on Hotmail.com. Marketers have been devising ways to analyze, segment, integrate and optimize customer interactions since sea shells and salt were used as currency. In this track, we reveal insights and lessons learned from decades of marketing optimization strategy on the path to the CMO Office. Come learn about multi-channel marketing, marketing mix modeling, measuring brand equity and many more lessons that started years before the world wide web.

Moderator: Sherri Whittington, Global Marketing Director, Telco, Entertainment & Utilities.

Wednesday, March 16 • 10:30am – 11:15am • Marketing Analytics 1

Hunting for Attribution

Dean Wynkoop, Sr. Manager of Data Management, Cabela's, Inc.

The world's largest mail-order and online outdoor outfitter has had 50 years to collect, collate and capitalize on customer data. Their large format stores are vacation destinations for many outdoor enthusiasts and they ship out 120 million catalogs per year. Dean shares the Cabela's story from their first print ad to their current efforts to integrate data about the interplay between marketing influencers, drivers and assisters in all sales channels. Hear about their driving principles, their tool set, team structure, lessons learned and more as Dean recounts the journey from tracking their first (single response) newspaper ad clear back in 1961 to building an enterprise analytics group.

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Wednesday, March 16 • 11:20am – 12:00pm • Marketing Analytics 2

From Direct Mail to Datastream Warehouse

Mike Anzenberger, Wells Fargo

With more than 20 years of marketing experience in the banking industry, Mike has hands-on experience with direct marketing, brand marketing, database marketing and online sales and marketing analytics. He's been integrating online data with good old fashioned customer data at Wells Fargo for the past three years on their Customer Information and Analytics data warehouse residing on multiple production/development servers, supporting different software instances, running in three data centers to obtain a 360 degree view of the customer. Called the Best Person to Go to for Help and Most Down-to-Earth, Mike shares his long-view perspective of what works when working with big data.

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Wednesday, March 16 • 2:15pm – 3:10pm • Marketing Analytics 3

Meaning Based Marketing - Testing You Wish You Could Do Too

Craig Sullivan, Group eBusiness Customer Experience Manager, Belron

With increased pressure on marketing budgets, dramatic increases in information from social media, and an emphasis on measurable online techniques, marketers now need to understand changing visitor needs, behaviors and preferences in real-time in order to boost website conversion rates, leads and sales. Craig shares his years of experience with A/B split testing and multivariate testing and gets specific to show how he has dramatically boosted click-through rates and online revenues for many of the UK’s leading websites.

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