As we begin the new decade, the world of analytics is now a marketing imperative. Career growth in marketing no longer relies on an individual having competency in the 4P’s of marketing. Expertise in such non-traditional marketing disciplines as mathematics and statistics will become the competitive advantage for future chief marketing officers. In this roundtable breakfast session, we begin the dialogue in three areas that generate much debate and discussion within the marketing analytics area:

• Integrating Web Analytics within a Marketing Measurement System
• Using Marketing ROI as a Strategic Weapon
• Predictive Analytics

Integrating Web Analytics within a
Marketing Measurement System

Attendees will learn about the key metrics within the digital world that allow marketers to calculate key performance indicators such as retention, acquisition, RFM type metrics, etc. Through better understanding of the advantages and limitations of digital information, marketers will more fully understand the true ROI impact to their business. This concept of better understanding the ROI impact will also be more fully explored as we look at the notion of integrating the offline and online worlds.

Using Marketing ROI as a Strategic Weapon

Marketers understand the tactical nature of ROI and the ability to measure all marketing initiatives. But what about using ROI to drive or perhaps even change one’s marketing strategy. This section will explore the key considerations and perspectives that marketers need to think of when using ROI for strategic purposes.

Predictive Analytics

The notion of using statistics or predictive models within a marketing program is not necessarily a new phenemenon. But given the explosion of new media and access to data, the need to embed these solutions as an ongoing business discipline is the challenge for most marketers today. Operationalizing these solutions so that they are seamlessly implemented throughout the organization is the key to success. Learn how leading-edge companies effectively implement these solutions across all functional areas of the business.

Speakers:

Richard Boire, Partner, Boire Filler Group
Larry Filler, Partner, Boire Filler Group
June Li, Managing Director, ClickInsight
Paul Tyndall, Senior Manager, Predictive Modelling & Segmentation, RBC
Joanna Fuke, Vice President, CRM Planning, Proximity