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Analytics at the Point of the Spear: Driving Business Value |
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Moderated by Dave Frankland |
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Panelists: |
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Karen H. Ebben, General Motors Corporation
Director, Marketing Effectiveness & Enabling Analytics, GMIA
Karen Ebben is presently Director, Marketing Effectiveness &
Enabling Analytics for the General Motors Industry Analysis (GMIA)
Staff at GM where she leads a team responsible for three
primary functions:
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Measuring the effectiveness of incentives,
advertising and non-traditional marketing efforts (CRM,
Sponsorships & Events, Digital & Web) |
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The creation of marketing tools such as
predictive targeting models and behavioral segmentations
for GM’s vehicle and Credit Card customers |
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Development of Optimization Tools,
Resource Tradeoffs and measures of Brand Health. |
Prior to her current assignment, Ms. Ebben helped create the
Enterprise Customer Management group at its inception in 1999,
after holding key Advertising & Marketing Director positions
at Buick, GM Corporate Advertising & Marketing, and
Oldsmobile. |
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Adrian R. Sosa, CVS Pharmacy,
Inc.
Director of Marketing Intelligence
Adrian Sosa is Director of Marketing Intelligence at
CVS/pharmacy. Mr. Sosa works on the ExtraCare loyalty program
team where he heads up customer marketing analytics and CRM
program execution. Prior to joining CVS, Mr. Sosa worked both at
the Federal Reserve in Washington DC and at M&T Bank in
Buffalo where he managed customer modeling for the bank's
direct marketing programs. He holds a Bachelor in Economics
for the University of California at Riverside and an MBA from
the Tuck School of Business at Dartmouth. |
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Nancie Freitas, Constant Contact, Inc.
Chief Marketing Officer
Nancie Freitas has been at Constant Contact® since December 2005,
where she leads the company's overall market positioning and
brand strategy. Ms. Freitas has more than 20 years of experience
working with subscription-based business models, with a heavy
focus on the small business sector. She has held numerous
leadership positions throughout her career, where she devised
and drove the marketing strategies behind several successful
new categories and product launches.
Most recently, Ms. Freitas ran The Freitas Group, her own direct
marketing and media firm. Prior to that, she led the direct
marketing services team at Carat Business Technology, where
she contributed to the growth and success of several name
brands including AOL®, TiVo®, and Microsoft® Live Meeting. Ms. Freitas
also devised direct marketing strategies for businesses
targeting the small businesses audience, including FrontRange
Solutions USA Inc. and Covad. |
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