Marketing Peer Group Web Meeting 

Leveraging Analytics to Gain a Clearer Picture of Marketing Effectiveness 
March 10, 2021 09:00 AM - 12:00 PM 
Gain new insight into leveraging data analytics to improve marketing outcomes through sharing and discussion of approaches and experiences with peers at other UWEBC member companies. 

The health and safety of our members is the UWEBC’s top priority. UW–Madison is monitoring the COVID-19 situation in collaboration with local, state and federal agencies. Based on campus' guidance, this meeting will be held via web only to allow our members a convenient and safe way to attend.

Today's Marketing organizations are increasingly responsible for driving top-line business results. Once in charge of reach and awareness, Marketing is now responsible for nearly the entire customer journey – from the first impression a brand makes, through conversion and purchase, to loyalty and upsell. Success hinges on the ability to develop and implement data-driven strategies. Indeed, data is the new gold – and data analytics is how to mine it.

Effective use of marketing analytics, the practice of measuring, managing and analyzing marketing performance to maximize its effectiveness and optimize return on investment (ROI), holds the promise of enabling marketers to draw insights – insights they can use to understand and predict customer behavior in order to make better decisions about messaging, target audiences and strategies, as well as a wide range of business decisions that go beyond marketing to impact sales, operations and even product development.

Join us for this interactive session to glean ideas for advancing and optimizing your marketing strategies with data and analytics. We'll begin the morning with insightful presentations by subject matter experts Spencer Smith of AmpliPhi Digital Marketing and Danielle Doolin of Adobe Analytics. Following the presentations, we'll convene a panel of marketing practitioners from UWEBC member companies to discuss their approaches to analytics opportunities and challenges mentioned most frequently by forum registrants, as well as their experiences with other topics/questions on the minds of session participants. Our distinguished panel will feature Casey Betancur – Digital Marketing & Analytics Manager at WPS Health Solutions, Ina Felsheim – Senior Director of Solution Marketing at SAP and Justin Matuszek – Director of Marketing Solutions at Master Lock.

Agenda Items:
9:00 AM Opening Remarks and Plan for the Morning
  Roger Paulson – UWEBC Interim Marketing Practice Director
9:20 AM SME Insight: AmpliPhi Digital Marketing
  Spencer Smith – Founder
10:05 AM SME Insight: Adobe
  Danielle Doolin – Senior Product Marketing Manager, Adobe Analytics
10:50 AM Break
11:00 AM Practitioner Panel Discussion + Q&A
11:55 AM Closing Remarks and Wrap-Up
12:00 PM Adjourn
Events Team, , 


UW–Madison is monitoring the COVID-19 situation in collaboration with local, state and federal agencies. Based on the campus’ guidance, the UWEBC will be adjusting our events to web for the foreseeable future..

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