Moderator: Sherri Whittington, Global Marketing Director, Telco, Entertainment & Utilities.
Wednesday, March 16 • 10:30am – 11:15am • Marketing Analytics 1
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.
Wednesday, March 16 • 11:20am – 12:00pm • Marketing Analytics 2
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.
Wednesday, March 16 • 2:15pm – 3:10pm • Marketing Analytics 3
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.