During MAX08, keynote address speaker, Dr. Thomas H. Davenport, author of Competing on Analytics: the New Science of Winning, discussed the importance of analytically-based decision making and presented his views on what it takes to become an analytic competitor. Three lively panel sessions followed with representatives from major companies talking about a range of topics including how to instill an analytic culture within a business, using marketing analytics to drive incremental value and measuring the impact of social media.
Highlights can be accessed below.
OPENING REMARKS
iKnowtion Senior Partner, Don Ryan, welcomes more than 100 attendees to the Marketing Analytics Xchange, MAX08, and provides an overview of marketing analytics.
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Don Ryan iKnowtion Senior Partner
KEYNOTE ADDRESS – COMPETING ON ANALYTICS IN MARKETING
Dr. Thomas H. Davenport, co-author of the book, “Competing on Analytics: the New Science of Winning” provides the keynote address at MAX08.
Dr. Davenport describes what’s new about marketing analytics.
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Dr. Davenport explains how to be good at marketing analytics.
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Dr. Thomas H. Davenport Babson College Professor of Information Technology & Management
PANEL I – ANALYTICS AT THE POINT OF THE SPEAR: DRIVING BUSINESS VALUE
A panel discussion led by Dave Frankland, Sr. Analyst of Forrester Research, included case studies from companies such as General Motors, CVS/Caremark, and Constant Contact that are successfully using analytics to drive business value.
Karen Ebben discusses indicators that help define growth potential.
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Adrian Sosa explains a reporting engine and how it can be used to gain insights.
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Nancie Freitas describes how a time-series econometric model was used to understand the impact of media.
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Karen H. Ebben General Motors Corporation Director, Marketing Effectiveness & Enabling Analytics, GMIA
Adrian R. Sosa CVS Pharmacy, Inc. Director of Marketing Intelligence
Nancie Freitas Constant Contact, Inc. Chief Marketing Officer
PANEL II – MEASUREMENT AND DECISION MAKING IN THE WEB-ENABLED WORLD
A panel featuring executives Jim Nail, TNS Media Intelligence/Cymfony, Leslie Forde, Communispace and Larry Weber, Digital Influence Group and Racepoint Group, discuss the role of social media in an ever-changing world.
Jim Nail explains the influences that draw people to a site and have them returning.
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Leslie Forde explains how a community can be used to understand customer behaviors.
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Larry Weber provides thoughts about gated communities.
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Panel II, Moderated by Dave Frankland, Forrester Research, Inc.
PANELISTS
Jim Nail TNS Media Intelligence/Cymfony Chief Strategy & Marketing Officer
Larry Weber Digital Influence Group and Racepoint Group Chairman
PANEL III – BECOMING AN ANALYTICAL COMPETITOR: A VIEW FROM THE TOP
“A View from the Top”, allowed members of the audience to ask questions directly to senior level executives from Capital One, General Motors, and Liberty Mutual.
Tom Anderson provides insights about how to gain CEO support.
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Karen Ebben explains the need for a constant feed of data in order to create analytic tools that work.
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Jim Purvis explains the importance of using analytics for fact-based decision making.
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Panel III, Moderated by Dr. Tom Davenport
PANELISTS
Tom Anderson Capital One Former Senior Executive
Karen H. Ebben General Motors Corporation Director, Marketing Effectiveness & Enabling Analytics, GMIA
Jim Purvis Liberty Mutual Group VP & Manager, Commercial Markets Marketing
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