Years of Experience
Washington DC, October 3-7, 2010
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 reach across the aisle to our non-web brethren for insights, lessons learned and decades of marketing optimization strategy.
Wednesday, October 6 • 10:30am – 11:10am • Years of Experience 1
Marketing Mix Modeling: How to Make Digital Work for a True ROI
Steve Tobias, Managing Director, Client Relations, Marketing Management Analytics, a Synovate company
Marketing mix modeling is a best practice for holistic media measurement, optimization and forecasting. However, incorporating digital tactics is arduous due to low reach and the difficulty of measuring offline-online media interactions. Steve details a powerful approach to measuring marketing ROI across the media spectrum. He discusses how to incorporate all media inputs (external factors, pricing, distribution, promotional data) into models, how to design brand impact and/or online behavioral data for smaller digital tactics and how to calculate a true marketing ROI including all digital and offline data.
Wednesday, October 6 • 11:15am – 12:00pm • Years of Experience 2
Seeing the Big Picture: Multi-Channel as a Way of Life
Allen Crane, Executive Director, Research and Analytics, USAA
USAA used to think in terms of member contact channels: 450 million web sessions, 56 million phone calls, 20 million IVR self-service calls, 3 million faxes, etc. But given their customers have always been multi-channel, this financial services company now configures and analyzes its data across "conversations". Allen outlines how they stitch together customer interactions across channels to cross-correlate new metrics like "containment" with stand-by's like "satisfaction". Allen shares lessons from his work in market intelligence and business analysis to move from tracking online behavior to monitoring customer behavior.
Wednesday, October 6 • 4:05pm – 4:50pm • Years of Experience 3
Web Data - It's Not Just for Breakfast Anymore
Ned Kumar, Senior Strategic Marketing Fellow and SEO Strategist, FedEx Services
Optimizing your website is a great way to start building a customer database but web data has many more uses. Coupled with data from other sources, online behavioral data adds significant value to strategic and planning initiatives. At FedEx, Ned applies segmentation and clustering to customer data combined with online behavior data and shares how additional insights can be extracted. Ned shares how he uses segmentation & clustering, association analysis and link analysis to extract value from data. He also describes how transactional perspectives can create a better end-to-end view of customers and benefit the entire value chain in an Enterprise when augmented with traditional web analytics.
Lifetime Association Partner
Mon. 8.00am - 7.30pm
Tue. 8.00am- 4:00pm