Elevating Digital Measurement Beyond Last Click and Towards Return
Given the significant shift and re-allocation of marketing dollars into online, mobile, social and interactive digital media channels, there is a significant need for senior marketers to better understand online performance and effectiveness measures, the relevance and value of online marketing programs, and the impact of return and spend through enhanced online metrics and analytics. Senior marketers must develop more comprehensive performance measures to map, track and assess customer engagement, experience and return on web investments. Marketers must link website and campaign analytics to get a true picture of the entire path to conversion.
Join us as we delve into the topic of Digital Marketing Performance with experts from Google, a global leader in analytics and digital marketing measurement, and a panel of distinguished digital marketing leaders, to understand where and how senior marketers can leverage analytics and advanced measurement to gain insight into what drives engagement and conversion. Through the course of this 1-hour webcast, we will investigate how senior marketers must:
• Measure all digital channels rigorously - social, mobile, search, display and video
• Employ multi-channel measurement techniques to gain a full picture of marketing effectiveness
• Use deep insights to determine marketing channel impact and drive investment decisions
Amy Chang: Director of Product Management, Google
Jorge Laguna: Senior Director, Digital Analytics, Hewlett Packard
Megan O'Connor: Head of Digital Marketing, Levi Strauss & Co.
Liz Miller: VP Operations at CMO Council
RecordedJul 26 201164 mins
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Doug Ko-Cohesity, Matthew Missey-Insight, David Clement-Trend Micro, Jeff Mitchell-Microsoft
Today’s buyer and specifier expect their experiences be simple, secure and supremely valuable to them. The question becomes how ready are today’s organizations to not just continue to deliver the great products and services they have been selling throughout the years…but how ready are they to innovate and transform with the intentional and specific goal of exceptional digital experiences?
Dale Kirby - Microsoft, Andy Pink - Citrix Systems, Mike Preston - Rubrik, Kathi Grumke & Richard Coile - CDW
As organizations look to set bold goals for the future, many will turn to people, platforms and processes to power their journey forward. But what are the big trends in data and analytics, technology and computing that will directly impact how we work, how we secure and how we advance organizations to a better tomorrow? From shifts in data management, analytics and security to new thinking in how to orchestrate digital transformation and activation, the future holds endless opportunities for those who can navigate it effectively.
Digital transformation is, for most executives and organizations, top of mind as we look to shift our people, processes and platforms to a more connected, efficient and effective ecosystem. For many brands, the reality is that transformation has not come at the behest of an internal quest for innovation but rather to keep up with a connected customer making new choices based on experiences and value delivery.
But the quest for transformation has been rife with buzzwords, failed promises and more than a few platform investments that have only partially yielded results. Teams continue to be hampered by fractured operations and limited access to customer intelligence, and there is growing frustration that transformation initiatives may prove to be never-ending with no real payoff in sight.
The call to action for business leaders focused on growth is to shake off the missteps of past transformation programs and embrace new strategies that empower employees to act. This also means entrusting teams with intelligence and insight into the customer, and better connect and align teams and partners across the customer engagement lifecycle, in order to deploy truly relevant and meaningful experiences. These experiences, according to today’s customer, must be personalized, relevant and must not violate the customer’s trust that the data they have provided the brands they love has not been misused or mismanaged.
Marketers are listening for the voice of the customer. According to early findings of a study from the CMO Council in partnership with SAP Customer Experience and Hootsuite, over 60 percent of the marketers based in Europe have formal customer listening initiatives in place.
Unfortunately, only eight percent of European marketers believe these programs are “excellent”, with most marketers admitting that their listening programs are just “fairly good”, listening through corporate owned formal feedback channels, but struggling to ingest unstructured intelligence from across the organization.
Part of the issue could be how organizations view critical listening posts. With early indicators pointing to marketers primarily viewing channels like social media as either free engagement tools or PR amplification channels, it is not a surprise that many marketing leaders are looking to tackle the issue of leveraging intelligence from customer voice to better deliver consistent, contextual and personalized experiences. The big question becomes how.
The Chief Marketing Officer (CMO) Council is dedicated to high-level knowledge exchange, thought leadership and personal relationship building among senior corporate marketing leaders and brand decision-makers across a wide range of global industries. The CMO Council's 15,000 plus members control more than $400 billion in aggregated annual marketing expenditures and run complex, distributed marketing and sales operations worldwide. In total, the CMO Council and its strategic interest communities include over 12,000 global executives across 100 countries in multiple industries, segments and markets. Regional chapters and advisory boards are active in the Americas, Europe, Asia Pacific, Middle East and Africa. The Council's strategic interest groups include the Coalition to Leverage and Optimize Sales Effectiveness (CLOSE), Marketing Supply Chain Institute, Customer Experience Board, Loyalty Leaders, Online Marketing Performance Institute, and the Forum to Advance the Mobile Experience.
Elevating Digital Measurement Beyond Last Click and Towards ReturnAmy Chang, Google; Jorge Laguna, Hewlett Packard; Megan O'Connor, Levi Strauss & Co & Liz Miller, CMO Council;[[ webcastStartDate * 1000 | amDateFormat: 'MMM D YYYY h:mm a' ]]64 mins