Part III: Leveraging Data as a Competitive Advantage: Gaining Marketing Intelligence
9:00 A.M. – 11:15 A.M.
This intensive session focuses on how to measure results in a complex, multichannel, multi-media marketing environment, and the foundation you need to achieve that. Both consumer and business shopping behavior will be addressed as well as how, using the right tools, you can plan better and create more effective marketing strategies that will support a competitive position in the market and maximize the relationship with your customers. A case study on how to leverage customer behavior to improve marketing effectiveness will be shared, using break-out groups to apply the learning to your own situation.
Learning Points:
• How to bridge the gap between marketing silos
• What multichannel metrics should be used for performance measurement
• The role a marketing database plays in the new multichannel paradigm