A special presentation by the newly merged DMA Analytics-CRM Council 9:00 am Registration 9:30 am Social CRM Targeting, Strategy & Measurement As social media gains scale and matures to a viable communication channel for businesses, marketers are looking for more structured ways to utilize the channel to drive engagement and ROI. The presentation will cover the following these specific topic areas: Key Questions Answered: 10:30 am Break 10:45 am Going Beyond Traditional Mix Modeling — New Directions to a Channel Optimization Decision System Utilizing a Channel Optimization Decision System, there is the ability to take limited historical data sets of both quantitative and qualitative data from a myriad channel sources and use them to predict the probable impact of incremental sales both short AND long term. This is a vast improvement over traditional modeling techniques because it is modular, can measure short and long term effects, can estimate ROI by channel over time, and can determine the probability of success of any given investment level by channel for up to 40 channels. Finally, it can also measure the effectiveness of the creative executions if properly planned. With this approach marketers can understand the impact of past decisions on current and future investments on a brand or line of business. No longer is there a need to throw out research because a time series was too short or components of research tracking or sales measurement had changed over time. This approach is dynamic enough to account for changes in decision making by applying those to the data as part of the modeling process. The Bayesian approach, while well established, has yet to be applied effectively to marketing investment and channel optimization. The method is vastly superior to current marketing and channel mix modeling and optimization approaches because it captures both long term and short term effects. Its ability to include inputs from brand or channel managers means that those with a vested interest in the outcome can add in their insights, past decisions, and even limited future decisions or constraints, so that the output will better reflect the business reality based on data, models, scenarios, and optimization of models. The ability to measure up to 40 channels is key component as more and more channels fragment or new channels emerge. Find out more about this council: www.the-dma.org/segment/analytics and join the conversation on Linked In: DMA Analytic-CRM Council. Questions: call Lisa Merizio Smith x1567 or email lmerizio@the-dma.org.
Speakers:Chris Dickey is Senior Vice President, Analytics at The Martin Agency, a top 10 agency with clients such as Wal-Mart, Discover, Geico, Pizza Hut and Norwegian Cruise Lines. The analytics department is responsible for distilling insight from customer and marketing data, including media mix modeling, social media analytics, database analytics, as well as advanced segmentation and modeling techniques. Prior to Martin Agency, Chris lead the CRM and Analytics discipline at Barkley, one of the largest independent advertising agency on the country, working on client such as Sonic, BuildaBear Workshop, 24 Hour Fitness, Ave Hardware and Payless Shoesource. Chris earned a MS in Integrated Marketing from Northwestern University and attended executive management training at Harvard Business School. Chris has served as president of the Kansas City DMA, the 3rd largest in the US, has spoken at CTAM, CRMC, NAMA and other conferences on CRM. Chris has served at President of Camps for Kids, a non-profit for children with disabilities, as well as a multi-year stint on the Board of Goodwill Industries. Eamon Boyle is Director of Advanced Model and Research Design at The Martin Agency. Eamon earned his Ph.D. in applied mathematical modeling of urban economic systems from the University of Illinois at Urbana-Champaign, Illinois. He minored in economics, with a specialization in econometrics. At The Martin Agency, Eamon built up an analytics practice where none existed to a team of 6 people. Duties include: RM analytics development, customer behavioral modeling, media-mix optimization modeling, segmentation analysis, and sales forecasting. Eamon has also worked on the development of data visualization tools, and innovate way to explore the impact of social media and social monitoring. At The Martin Agency, Eamon has worked with clients such as Wal-Mart, UPS, Expedia, Hanes, Alltel, Yellowbook, Discover Card, American Cancer Society, Morgan Stanley, Rosetta Stone, Pizza Hut, GEICO, and Manpower. While at The Martin Agency, Eamon has presented at the NCDM on several occasions, is an ECHO Judge, and is on Judging Academy at the DMA. Before joining The Martin Agency, Eamon worked for J. Walter Thompson, Detroit where he set up a comprehensive analytics practice that included media mix modeling, front end campaign design, and back end campaign analytics for all CRM and DM campaigns. While at JWT, Eamon worked on a range of national clients — Ford Motor Company, Ford Credit, Kohl’s, Shell, White Castle, and Domino’s Pizza. Eamon is also on the board of Read to Them, a non-profit that helps provide books and reading materials to under privileged elementary schools. Eamon is a former university professor, and teaches classes and gives guest lectures at the Brand Center and in the Business College at VCU. Cancellation PolicyIf you cannot attend an event for which you are registered, please send a substitute. Substitutions are allowed at any time. If you cannot send a substitute, please contact DMA Customer Service prior to the event to have your registration fee held on account for a future event. If you must cancel your registration altogether, please refer to the Cancellation Refund Schedule below. Registrants who do not cancel or arrange to have their registration fee held on account prior to the event, and fail to attend the event, forfeit their full registration fee in its entirety. If DMA cancels the event for which you have registered, the registration fee paid will be held on account for a future event or fully refunded if you prefer. DMA is not responsible for any expenses incurred by you as a result of your registration, whether the event was attended, postponed, or canceled.
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