Industry Leading Keynotes
Managing a data driven organization takes political, technical and personal knowledge and talent. Some of the biggest brands in the world and the most successful firms step up to the podium and reveal how they are making it happen, what challenges they face and their vision for the future. These executives share how to organize an analytics focused organization, how to slice through the silos and how to account for multi-channel marketing, marketing mix modeling and brand equity measurement. Whether you are interested in changing the culture of your organization to be more data-driven or just keep your ducks in a row, the eMetrics Summit keynoters deliver the insights for managing those who optimize.
Monday, April, 15, 9:10am – 9:50am •Room: Golden Gate B
Omnichannel Analytics at WalMart
When fractions of a percent improvement in sales can mean millions of dollars, the stakes are very high. Balaji reveals the strategy, the politics, the tactics and the technology for how the largest retailer on the planet leverages customer behavior data to improve the customer experience and the bottom line. Then, he shows how that all changes when social media and mobile marketing are added to the mix.
Monday, April, 15, 4:20pm – 5:20pm •Room: Golden Gate B
Top Down Media Mix Modeling Meets Bottom Up Attribution at MetLife
Media influencing customer actions without winning a conversion do not get attribution credit, creating a negative cycle of underinvestment and underperformance. Understanding this dynamic is one thing; changing the organizations and systems supporting it is another. In this session, Dan and Robb address how marketers are melding two approaches – ‘top down’ media mix portfolio analysis to understand contribution by media channel, and ‘bottom up’ partial attribution to optimize within channel.
Tuesday, April, 16, 9:10am – 9:50am •Room: Golden Gate B
Higher Education by the Numbers at the University of Phoenix
Apollo Group is the market leader in providing higher education programs and services for working adults. They own subsidiaries such as Apollo Global, Carnegie Learning, College for Financial Planning, and Institute for Professional Development, but The University of Phoenix alone (with its 200 campuses, 350,000 students, and 700,000 active alumni) represents the largest higher education provider in North America. As the Chief Digital Officer, Justin is responsible for the Digital marketing demand channels, product, web optimization, testing, and marketing platforms and analytics for Apollo. Justin shares his path to becoming Chief Digital Officer, perspectives on multi-channel digital marketing, and the critical role of analytics in driving effective operational and strategic decision making.
Tuesday, April, 16, 10:00am – 10:50am •Room: Golden Gate B
Formal Roundtable Discussion: First, Admit You Have a Problem
When the eMetrics Summit started in 2002, the marketing optimization world was full of unknown unknowns. So we sat together and discussed and list out our common problems. More than a decade later, it’s time to revisit. You’ll be sitting with like-minded professionals to share your troubles and the solutions to troubles you’ve bested.
Tuesday, April, 16, 4:20pm – 5:10pm •Room: Golden Gate B
Big Data for Marketing in Real Life
For every megabyte of hype about Big Data, there are gigabytes of glitches, terabytes of troubles and petabytes of problems. We’ve brought together three proficient professionals who use massive amounts of data to improve their platform, lead their industry and improve customer experience. This panel dishes out some very practical, tactical and just a little technical insight into how much trouble and how much value Big Data has to offer.
Wednesday, April, 17, 9:05am – 9:45am •Room: Salon 7
While business has been feverishly working to make the most of the technology that has come out of the labs of academia, academia has been feverishly studying how well business is making the most of that tech. Leading data analytics scholars gather on this panel to incite businesses to make better use of data, tighten up their digital governance and actually act on data driven insight. From marketing mix modeling to data savvy leadership, from marketing accountability to behavioral analytics, these guys have been watching you. It’s time for your report card.
Wednesday, April, 17, 4:20pm – 5:10pm •Room: Salon 7
Selling the “Digital Data Opportunity”: Evolving General Mill’s Data-Driven Culture
General Mills has been advancing their traditional, highly successful brand marketing organization into the always-on, digital and data-driven environment. By blending brand, social, email, agencies and site teams, and rallying around new digital business intelligence opportunities, an internal evolution is in process. Matt describes how educating stakeholders on the possibilities possible and providing strategic direction on using consumer behavior data can spark a large organization to make a huge shift and get people on board with the vision. Then, Andrew gets specific about translating this crusade to the direct support of the campaigns from data for campaign ideation, campaign optimization in market and post-campaign insights generation.