Track 03: Achieving Accountability
Using Metrics to Drive Business Decisions - Achieving Marketing Accountability
While quality marketing is a sound investment for your company, in troubled economic times it is often the first place resources are cut. Discover ways to build a comprehensive business case to sell marketing expenses as a wise company investment to your CEO and senior leaders.
Benjamin Rudolph
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- After the Click: Using Analytics to Improve the Performance of Your Online Marketing Campaigns
- 90% of the success of your online marketing campaigns has to do with your website, not the marketing. Using web analytics to tend to the site is, therefore, what's most important. Session attendees will learn actionable tips to help them optimize their website to maximize conversions after the click.
Dom Rossi
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- Are You Leaving Money on the Table?
- Today, agencies are being asked to “do more with less.” Understanding precisely which media delivers on that directive and at what cost, is more important now than ever. This presentation takes an insightful look at media performance with cross-media ROI analytics and “best practices” that optimizes the purchase funnel and turning “intent into action.”
Joan Palmquist
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- Best Practices for Design and Implementation of Strategic Segmentation
- In today’s economy we need to maximize the value of every marketing and research initiative—including segmentation. Join us to hear practical ideas you can use to ensure your segmentation work is actionable. This presentation includes 14 best practices and a case history of a global, award winning segmentation program.
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Video courtesy of McCoy and Associates. For more MN AMA videos, please visit our YouTube channel.
Video courtesy of McCoy and Associates. For more MN AMA videos, please visit our YouTube channel.
Video courtesy of McCoy and Associates. For more MN AMA videos, please visit our YouTube channel.
“I just got out of the session on The Value of Values” (Durwin Long) and it was most exciting thing. It was like Shakespeare - "unto thine own self be true" but a lot more based on current business and current companies.
Well one of the things that he pointed out was that customer values are very, very difficult to ascertain. Corporations publish their values, individual employees can have their own values. But it is very difficult to find out customer's values. And when all three match, then you have total value in the product.”
