Conference Buddies

MODERATOR:
Michael Dunn, CEO and Chairman, Prophet

PANELISTS:
Margaret Beck, VP, Brand Direct Marketing, Williams-Sonoma, Inc.
Kelley Quain Troia, Senior Director, Marketing Operations, Wal-Mart
Aseem Chandra, Senior VP, Product Marketing, Omniture

1. Measurability give insights for strategy: creative & execution choices
2. Transparency
3. Predictability

Accountable Marketing Investment Levers:

1. Strategy
2. Content
3. Marketing Vehicles
4. Investment
5. In-Market Execution
6. Fixed Cost Management

5 Common Barriers:

1. Poor Data
2. Poor Time Investment (Not Priority)
3. Poor Analytics Understanding
4. Capability Constrained
5. Process/Goverence Constrained (lack of communications between departments)

Holistic Path

Decision Making & Measurement:

Great Strategy > Great Creativity > Great Execution > Great Analytics

Cross Channel Measurability

Marketing Mix Modeling

The need to understand Statistical Analysis + Historical Data:

1. What are you measuring?
2. Why are you measuring?
3. What is considered successful?

Variation is key for testing.

Measurability = Process Oriented

Around 32 different channels:

• print
• TV
• radio
• twitter
• video
• blog
• many online channels

Brand equity = long term view (not immediate results), loyalty

Structured experimentation to find new approaches/audience/opportunities