From the DMA: Mar-Tech Future Merges Data and Humanity
Schultz noted that marketing has evolved from a race to garner sales to a realization that providing engaging customer experiences is a vital factor of success. "We're moving from clicks to attention to intention with the consumer," Schultz said. "Markets are conversations, not marketing. One thing marketers forget, you build your networks BEFORE you need them."
With all the noise of constantly proliferating data, it can be challenging for marketers to get their messages heard. With this in mind, Schultz urged marketers help make consumers smarter about their own lives rather than focusing on completing a transaction. "We're living in the age of the death of the grand gesture," Schultz said. "Stop selling me stuff. Use data to become a trusted advisor in my life."
The MAC keynote lineup includes presentations from top industry experts, including:
Russell Glass: Marketing's Rise in Corporate Influence
- LinkedIn's Glass says that CMOs will be front and center in the next generation of company leaders because of their understanding of data and how critical it is to serving current customers and bringing in future revenue. "Businesses that are smart enough to develop internal teams that can bring together data sets from separate areas such as marketing, customer service, and sales, will be the ones who have an edge over the competition." Glass will explain how to harness the powerful flow of digital data to enable companies to analyze customers, identify prospects, and drive greater revenue.
Winning by the Numbers: 525 CMOs and a Data Scientist's Perspective on Marketing Analytics
- IBM's Aimee Stone Munsell and Jing Shyr will share actionable insights from the IBM Global CMO Study, in which 524 CMOs were interviewed on the growing trend of customer-centricity. The report highlights the opportunities and challenges CMOs face in today's swiftly changing marketplace, as the digital transformation enables marketers to leverage data to gain greater understanding of customers and deliver greater relevance. Attendees will learn how to use these insights and apply marketing analytics strategies that will increase greater business success.
Roundtable Panel with Leading Brands: SAS, Blue Cross Blue Shield, BBVA Compass Bank and RCI/Wyndham Exchange
- In this lively and interactive keynote discussion, Adele Sweetwood, VP, Americas Marketing & Support, SAS Institute, and a panel of experts from BBVA Compass Bank, RCI/Wyndham Exchange, and Blue Cross and Blue Shield of North Carolina, will use real-world examples to show attendees how to use analytics to meet the growing demands for customer-centered activities and drive results. Panelists will explain how marketers how to lead their organizations to faster, better decisions requiring skill, agility, resourcefulness, and above all, analytics.
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