Capturing Information to Fuel Growth
Becoming a Data MakerApr 05, 2019 Eleanor McDonnell Feit, Drexel University
Elea Feit will discuss how the ideal design of a marketing experiment depends on the goal of the marketer doing the experiment.
Super Bowl Advertising: What makes for Right Content?Apr 05, 2019 Satya Menon, EVP, Kantar's Analytic Practice, Kantar & Alfredo Troncoso, Vice President, Global Brand & Marketing ROI, Kantar
Based on a recent study conducted by Kantar of the Super Bowl LIII commercials, Satya Menon and Alfredo Troncoso will present the critical elements that make for successful tent-pole advertising and ensures a positive return on investment.
Spending the Next $1 in an Omni-Channel BusinessMar 07, 2019 Tom Tang, Vice President Marketing Analytics, Walmart
Tom Tang will discuss how MMM and MTA solutions can be used to set a solid omni-channel marketing strategy by complementing the strengths and weaknesses of each solution.
Advertising and Brand Attitudes: Evidence from 575 Brands Over Five YearsFeb 28, 2019 Kenneth C. Wilbur, University of California, San Diego
Kenneth Wilbur will present research that investigates the relationships between three brand attitude variables (perceived quality, perceived value and recent satisfaction) and three types of advertising (national traditional, local traditional and digital).
The Treachery of Convenience: Redefining ReachFeb 28, 2019 Kevin Whitcher, Vice President of Product Management, Oracle Data Cloud
Measurement is only as valuable as the outcomes it can change for the marketer or their business, but not enough time is spent making sure the metrics we use matter for those outcomes.
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