Marketing Analytics & Data Science Conference: Day 3 Highlights

During Day 3 (final day) of the Marketing Analytics & Data Science Conference, attendees came away with additional insights, connections and inspiration.

Here are the highlights of some of the many insights learned and shared:

Keynote Chair Evan Borak, Head of Revenue, Ipsos Connect, provided introductions and spoke briefly about Ipsos Connect’s work to measure and amplify how media, brands and consumers connect through content and communications.

Alec Ross, Author, The Industries of the Future, presented, “Foreseeing the Next Big Innovations and Marketplace Risks.” Alec described the changes that are going to impact our future. He also shared what happens in a 2016 Internet minute.

Peter Fader, Professor of Marketing, Wharton Customer Analytics Initiative, presented “Customer Valuation: The Time is Now!” Peter stressed that “customer experience has no value unless you value the customer experience.” He also shared examples of companies that are using customer valuation in surprising ways and with compelling results.

Azhar Iqbal, Director and Econometrician, Wells Fargo, presented “Macroeconomic Forecasting, Consensus, and Individual Forecaster.” Azhar said that “forecasting models are like sailing; they require constant adjustments to financial and economic winds and currents.”

Dan Aversano, SVP Client Insights & Innovation, Turner Ignite, presented “Unlocking the TV Future’s Market.” Dan talked about how Turner is using predictive analytics to advance audience targeting and optimization to drive greater outcomes for their clients. One of the highlights of this session was the discussion of the six things that make advertising work.

Mazhar Hussain, Executive Leader, Big Data and Analytics (Software and Services), Hewlett-Packard and Dilip Patel, Senior Manager, Sales and Marketing Data Science, Salesforce, presented “Go-to-Market Strategy Data Science Framework.” During this panel discussion, Mazhar and Dilip talked about how this framework enabled integrated sales and marketing effectiveness.

Christian Heller, Manager, CRM, Porsche Cars North America and Katja Suentzenich, Senior Manager, CX & Connected Car, MHP Inc., presented “Building New Businesses with Data.” During this session, Christian and Katja talked about how Porsche is creating a unique buying and ownership experience and how they are using analytical power to build new business. 

Randy Wheeler, Director, Advanced Analytics, Big Heart Pet SBA/J.M. Smucker Co., presented “Brand Expansions Fueled by Leading Edge Analytics.” Randy talked about how they used leading edge analytics to launch a new sub-brand (Milk-Bone Brushing Chews) with funds optimized from the parent brand (Milk-Bone).

Wayne Y. Huang, Senior Research Lead, Twitter, presented “Measuring the Value of Customer Service for Brands.” During this session, Wayne presented data that shows responding quickly to customers drives value. He also shared a novel application of conjoint analysis to measure the value of providing good customer service interaction.

Thank you to #MADSCONF attendees, presenters, sponsors and conference planning team for an insightful event!

San Francisco photo:

Peggy L. Bieniek, ABC is an Accredited Business Communicator specializing in corporate communication best practices. 

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