Full Session Descriptions:
Analytics & Insights Reveal Best Practices
Christian Kugel, VP, Consumer Analytics & Research, AOL
Over the past year, brands have increasingly turned to content marketing as a strategic pillar of their marketing communication mix. AOL has been activating and measuring the effectiveness of these programs for the past three years, and in doing so has built a normative dataset. In this session, Christian Kugel will share insights mined from that data - and answer the questions "Does content marketing work and how?" In addition, you will see the results from consumer research and campaign analytics, revealing the nature of why people use content and which metrics are meaningful. Ultimately, learn how brands can enhance content marketing efforts through applying these insights.
The Future Belongs to the Optimizers
Chris Goward, Founder and CEO, WiderFunnel and Author of You Should Test That! Today is the best time in history to be an evidence-led marketer. Data is available everywhere, tools are improving daily, and the business climate is data-friendly. You hold in your hand the keys to the kingdom. But, you must not squander the opportunity. It will be taken away unless you use it wisely. In this session, you’ll hear from Chris Goward, optimization thought-leader, how leading businesses are using optimization processes to gain dramatic revenue lift and insights. You’ll walk away with practical strategies to drive real, tested business results.
The Wallet Allocation Rule: Winning the Battle for Share
Lerzan Aksoy, PhD, Professor of Marketing, Fordham University and Co-author, The Wallet Allocation Rule presenting with
Tim Keiningham, PhD, Chief Strategy and Client Officer, Rockbridge Associates, Co-author, The Wallet Allocation Rule
Growth is the common goal of every organization. Sustainable growth begins with understanding customers’ needs and wants well. That is why many companies devote time and money to improving the customer experience. Unfortunately, the commonly used metrics to measure and manage the customer experience—such as customer satisfaction and Net Promoter Score—don’t link to what matters most: share of wallet (i.e., the percentage of spending in a category that customers give to a brand). Without this linkage, it is virtually impossible to make efforts to improve the customer experience pay off. The Wallet Allocation Rule® is a new, revolutionary and definitive approach that gives managers the ability to supplement their current tracking programs and successfully demonstrate accountability by linking their metrics to the spending customers allocate to their brands.
Telling Compelling Stories with Data
Dona Wong, Author of The Wall Street Journal Guide to Information Graphics
We live in a data-driven world, where effective graphics are key to the delivery of information. When a graphical piece of information is done right, you can’t tell that there is design behind it - information flows to the viewer clearly and efficiently.
Dona Wong will demonstrate:
- How to turn data into a compelling, persuasive story
- How to use graphics effectively in your presentations
- The Dos and Don’ts of information graphics — common pitfalls and how to avoid them
Marketing and Finance Working Together to Create Value
Jim Meier, Senior Director, Marketing Finance, MillerCoors, Chicago Headquarters
As marketing-intensive companies strive to achieve world-class practices, a key enabler to achieve continuous improvement in marketing execution and related business performance is a healthy relationship between the Marketing and Finance functions. Jim will discuss some of the activities and processes of MillerCoors relating to the interaction between Marketing and Finance with a specific focus on the “people-related” competencies and behaviors that must be considered in such an environment.
What is R, and what should a marketer know about it?
Chris Chapman, PhD, Senior Quantitative Experience Researcher, Google
R is rapidly becoming one of the most important statistical tools for data scientists. This high-level session will introduce R and discuss its pros and cons, including: What is R? Is it a statistics program or a programming language? How does one learn R? What are some reasons to use it, and not to use it? Chris will discuss those topics, demonstrate basic analyses in R, and answer your questions.
Towards People based Marketing
Giri Iyengar, Chief Architect at AOL Platforms
Online advertising has the promise of being able to deliver highly customized messages to individuals -- messaging that engages with the target audience and resonated with them. However this promise remains unfulfilled due to several technical challenges. In this talk I'll outline some recent work that is helping us connect the dots and overcome these technical limitations and help us realize the dream of true People based Marketing.
Content Intelligence: Lessons Learned at American Cancer Society
Colleen Jones, CEO, Content Science presenting with
Melinda Baker, Director, Web Marketing, American Cancer Society
For more than 100 years, the American Cancer Society has worked relentlessly to save lives and create a world with less cancer. The Society helps people stay well, get well, and fight back against cancer through content marketing. Learn how the Society and Content Science partnered to modernize the renowned nonprofit's approach to content and analytics. Gain insights into the challenges of transforming a mix of analytics and data into actionable content intelligence.
Text and Sentiment Analysis for Research and Insights
Seth Grimes, Founder, Alta Plana Corporation
Text Analytics clocks in as the #4 ""emerging methods"" priority for market researchers in the 2015 GRIT (Greenbook Research Industry Trends) report. Only mobile surveys, online communities, and social media analytics poll higher... although of course text analytics is key to social media analytics done right, and to #5 priority Big Data analytics. Whether or not you're already applying text analytics and a specialized application, sentiment analysis, Seth Grimes' tutorial/overview -- covering motivations, methods, and applications -- will give you a firm grounding in the technologies and their use for leading-edge market research and consumer insights.
Attribution Analysis in Practice
Roger Ares, VP of Analytics, Hyatt Hotel Corporation
Marketing managers in the digital space are facing challenges in trying to justify their investments, despite the plethora of data and software available to analyze the path-to-purchase. Last-click attribution, which has had high-adoption in the industry, is being exposed as deficient because it ignores past touch points which assist in the acquisition of a customer. This session will examine Fractional Digital Attribution modeling. This type of modeling reduces last-click attribution bias and helps explain the impact of upper-funnel touch points.
The Hitchhiker’s Guide to Data (The Art of Storytelling with Big Data)
Rene Huey-Lipton, Founder, THOUGHT
“…I've got two bits of news; one good and one bad. The good news is that I've got the answer of your question. The bad news is that you're not going to like it. Shall I give it to you anyway? So the answer of the life, the universe and everything is ... 42! “