Marketing Peer Group Meeting 

Marketing Analytics: Measuring Impact and Assessment 
October 18, 2018 09:00 AM - 03:00 PM 
Join us to explore ways of understanding and improving your metrics and outcomes. Learn from subject matter experts and other UWEBC member companies. 

You can’t spend wisely unless you understand the full impact you are having on your customer across channels and devices. As opportunities to reach customers continue to evolve and increase in complexity, so do new analytic approaches and tools. In our morning session, we will explore designing measurement from an enterprise level and the importance of using this to drive marketing metrics. We will then dive deep into Search Engine Marketing (SEM) and understand how to measure impact and optimize bidding.

Morning session 1: Digital plays a critical role throughout the consumer journey, but most companies only measure its impact on digital outcomes like e-commerce. To make the most of their media spend, brands must optimize media investments that drive enterprise impact - online and offline. Dale Nitschke, CEO of the Ovative Group, will share his thoughts on how to accomplish this. Businesses must design measurement solutions based on strategic objectives that unlock enterprise insights across all marketing channels and devices. Once measuring at the enterprise level, organizations must evolve their marketing measurement mindset so that paid and owned media are optimized on a completely new set of metrics.

Morning session 2: SEM has grown its importance as Google pushes organic content further downward in recent years. Companies are spending millions of dollars annually on SEM for targeting customers with good purchase intent. However, many companies are underinvesting on SEM bidding optimization - a key part of SEM success. Wenqing Lu, Founder and CEO of SmartLens Analytics, Inc, will share their learnings and the best practices to move SEM to the next level. Particularly SmartLens will demonstrate how to use advanced data science for bidding optimization through some case studies.

The afternoon will kick off with a 45-minute workshop focused on how to make enterprise impact measurement and assessment work for your business. During the workshop we will talk through a detailed case study about a company’s journey to enterprise impact. We will also guide attendees through practical methods that will provide you with an actionable starting point to succeed with marketing metrics and enterprise impact at your company.

Webcast Available: If you can't make it to the event in-person (or if in-person registration has reached capacity), you can still register to attend from your computer. This option allows you to view the presentations, while attending in person provides you with the opportunity to participate in break-out discussions, ask questions or take advantage of networking opportunities. To attend the webcast, click the "Register for webcast" button on this meeting's homepage. You will receive a confirmation email with the link to the webcast a week before the meeting.  

Agenda Items:
9:00 AM Opening Remarks and Plan for the Day (webcast available)
9:20 AM Marketing Measurement and Enterprise Impact (webcast available)
  Dale Nitschke - CEO, Ovative Group
10:10 AM Break (not webcast)
10:30 AM Using Data Science for Bid Optimization in Search Engine Marketing (webcast available)
  Wenqing Lu – CEO, SmartLens Analytics
11:20 AM Develop Agenda for Breakout Discussions (not webcast)
11:40 AM Lunch (not webcast)
12:40 PM Case Study: Enterprise Impact Measurement and Assessment at Ascena Retail Group (webcast available)
  Eric Bibelnieks, VP of Marketing Analytics Services, Ascena Retail Group
1:25 PM Breakout Discussion Instructions (not webcast)
1:30 PM Breakout Discussions – Segment 1 (not webcast)
2:10 PM Breakout Discussions – Segment 2 (not webcast)
2:50 PM Regroup for Takeaways/Actionable Ideas & Wrap Up (not webcast)
3:00 PM Adjourn (not webcast)
Gordon Dining and Event Center, Second Floor 
Jen Anderson, 608-890-1406, 

Annual Conference

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The Business Best Practices & Emerging Technologies Conference is Wisconsin's premier knowledge-sharing and networking event for business leaders from well-known companies in Wisconsin and the Midwest.

This year's conference will be September 24, 2019.

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