Marketing Management Track
Thursday, October 22
From managing your own web optimization career to managing the internal perception of your team, success with marketing optimization is much more than distributing reports. This track looks at selecting the right talent, prioritizing your measurements for optimal monetization, creating just the right reports for the right internal customers and the hurdles you will have to jump along the way. If you manage a web optimization team or want to, this track is vital to your success.
Moderator: Jennifer Veesenmeyer, Stratigent
Thursday, October 22 • 10:05 - 10:55 am • Marketing Management 1
Leveraging Analytics Globally as a Key Strategic Business Driver at Dell
Ed Wu, Dell
Gautam Madiman, Dell
Dell has created a global structure of people, tools, technology and processes to make dell.com the premier place for consumers to learn, browse and shop. Ed and Gautam describe the unique approach Dell is taking to evolve analytics globally and the positive impact it is having on the business. They cover a broad view of Dell’s web analytics strategy, organization structure, technology and internal processes along with specific key wins that the program has delivered. Discover the key events Dell's investment has triggered so far as well as future plans.
Thursday, October 22 • 11:15 - 12:10 pm • Marketing Management 2
Marketing Accountability - Merging Metrics for Business
Dr. Satyam Priyadarshy, Network Solutions
As Vice President for Analytics and Chief Knowledge Officer at Network Solutions, Satyam is tasked with rolling up the metrics from multiple data streams. He explains making sense of data for enhancing consumer experience, maximizing revenue generation and product improvement. Learn and discuss how to weigh a variety of metrics from competitive analysis to widget evaluation to inform business strategy, organizational strategy and technical strategy.
Thursday, October 22 • 1:10 - 2:00 pm • Marketing Management 3
Managing the Metrics at Expedia
Joe Megibow, Expedia
Thursday, October 22 • 2:05 - 2:55 pm • Marketing Management 4
Data Driven Organization Panel
Shubhra Srivastava, Nokia
Patrick Fitzgerald, Sirius XM Radio
Matt Crenshaw, HowStuffWorks.com
Whether you work for a multinational corporation or a scrappy start-up, a great deal of your success with marketing analytics depends on the culture of your organization. How does a company move from gut-feel and seat-of-the-pants marketing to being a data driven organization? How do you gather the support, break through silos, and get executive sponsorship? Our panelists reveal the trick, tips and traps of organizational change management and the many common hurdles you will face while encouraging your company to measure and optimize marketing effectiveness.