Marketing Analytics - The secret of segment domination

Presented by

Jon Cifuentes - Research Analyst; VB Insight

About this talk

These days, marketing is under big time pressure to perform. With budgets rapidly shifting to the CMO, the demand for marketing to prove its value to the business is only going up. Smart organizations are using data science to capture and disseminate this insight. The trouble is most marketing organizations are lukewarm on both how good their own insights are and how good their business partners are at making their insights actionable. Advanced analytics and data science, when used the right way, can result in better allocated budgets and a more accurate measure of marketing performance — which can mean better, smarter marketing overall. This webinar will cover how top marketers are using marketing data to their advantage and driving huge value with analytics. Attendees will: * Learn about the different types of advanced analysis most commonly used today and how they impact marketing (segmentation, multi-variate testing, marketing-mix modeling, etc.) *Learn about attribution, and the most common models used that aren’t last touch. * Gain guidance on how top companies are investing in data talent, and best practices for building a data-focused marketing team Speakers: Jon Cifuentes, Insight analyst, VentureBeat Steven Rosenblatt, CRO, Foursquare David Giannetto, SVP Services, Astea International Wendy Schuchart, Moderator, VentureBeat More panelists to be announced This editorial webinar will be based on the data uncovered in Cifuentes' latest research report "State of Marketing Analytics: Insights in the Age of the Customer" http://insight.venturebeat.com/report/state-marketing-analytics-insights-age-customer Check out VB Insight to access Jon's marketing analytics report, and to access the latest research on Marketing Technology: http://insight.venturebeat.com

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