Companies don’t often have a good way of evaluating the success of their online marketing programs. Sure, they throw around terms like data-driven solutions and marketing ROI, but the measurement and resulting implementation of marketing tactics that drive solutions don’t always measure up.
An accomplished Analytics Solutions Principal with Allant Group, one of the nation’s leading analytics and management consulting firms, Jim’s new approach to marketing ROI uses statistical methods to initially attribute purchase behavior based on granular campaign data before layering on any broader marketing efforts.
The marketing executive has a proven track record of driving revenue and marketing efficiencies for leading retail, business-to-business, travel and multi-channel companies. He has also held leadership roles with the likes of Experian and Walgreens.
Bottoms Up: Measuring Marketing ROI
Traditional marketing ROI analyses use a form of media mix modeling, developed to help CPG companies measure the effectiveness of mass marketing. Modern targeted marketing supports an approach based on who the messaging reaches instead of how it reaches the consumer or business. In contrast to modeling macro trending data, the new approach uses statistical methods to initially attribute purchase behavior based on granular campaign data before layering on any broader marketing efforts.
Databases Aren’t Just for CRM
More companies are moving to build customer data platforms and data lakes to support digital and traditional marketing communications. Integrating customer information with purchase behavior opens opportunities for deeper understanding of how people interact with your product. Through case studies, this session will review how to use the customer lens to create game-changing insights that can drive actionable programs.
Building Culture Through Productivity
A 30-minute planning and time management presentation to strengthen employee retention, increase productivity and improve company culture. For both managers and employees, this new take on a results-oriented work environment looks at the emotional motivators behind why we work and our social responsibilities. The purpose of this presentation is to examine internal leadership and find new ways to strengthen planning efforts and company culture.