Stephen Baker

Senior technology writer at BusinessWeek
Panel Discussion Moderator

Dr. H. Paul Root

Opening comments
"Do Marketing Pros Really Know Their ABC's? Show Me the Evidence!"

Dr. Rajendra Srivastava

"Business Models: Aligning Resources to Market-Based Assets, Customer-Facing Processes and Shareholder Value"

Dr. V. Kumar

"Marketing Metrics for Building a Profitable Customer Management Strategy"

Dr. Augustine Fou

"Real-Time Measured Insights and Being Able to Act On Them"

Pedro Laboy

"Measuring Brand Equity and Brand Value"

Dick Reed

"Setting realistic objectives - strategies for holding media campaigns to account"

Lana McGilvray

"The Future of Marketing Metrics Tools"

David Rippetoe

"Why Agencies and Marketers Need to Integrate Mobile Marketing with Traditional Advertising Methods"

Marketers today are in real danger of losing their rightful place at the corporate table. Consider these facts and circumstances surrounding marketing today.

	THE QUANTITATIVE CONUNDRUM. Marketing is under pressure to adhere to the same investment principles that guide other corporate functions.

	PURE LACK OF CONFIDENCE. Fewer than 20 percent of companies are satisfied with their ability to quantify marketing value.

	OIL AND WATER. The gap between the finance and marketing functions is wider than ever.

	A FAILURE TO COMMUNICATE. Marketers' inability to speak the language of CEOs and CFOs has led to lost influence in the boardroom.

	LOSS OF INFLUENCE. Less than 50 percent of Fortune 500 corporations even have a CMO today. And the average tenure of a CMO is less than 24 months.

Marketing has been relegated from a position of corporate influence to one of dubious importance. It is time for marketing to be accountable.

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This workshop will teach you how to bring metrics-driven marketing performance to your organization– and ensure marketing's contribution to corporate value. Whether you're a C-level executive officer, vice president or director, and whether you're in marketing, sales or finance, you'll learn what you need to know.

You'll specifically learn how to:

	Earn a measurable financial return on your marketing spend

	Use marketing resources to build shareholder value

	Realign business models with marketing-based assets

	Apply marketing metrics to successful customer and brand management

	Effectively implement and use web analytics

	Leverage real-time research to improve your marketing approach

What you will receive with this workshop:

Maximize profits by following a database approach to customer relationship management. The first 25 participants to register will receive a copy of Dr. V. Kumar and Werner Reinartz' book, Customer Relationship Management: A Database Approach.

All participants will receive a workbook comprised of valuable marketing metrics information and techniques that they can use to implement a metrics-driven marketing performance system.

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Paul Root of the American Marketing Association, Do Marketing Pros Really Know Their ABC's? Show Me the Evidence!

Selected Topics:

	Real-time Measured Insights and Being Able to Act Upon Them

	Measurement and Metrics Definitions, Types and Uses

	Business Models: Aligning Resources to Market-Based Assets, Customer-Facing Processes and Shareholder Value

	Senior Executive Panel Discussions on CMO Accountability and Key Metrics

	Differrences Between B2B and B2C Measurement and Metrics

	Closing the Metrics Loop: The Holy Grail of Database Marketing

	Marketing Metrics for Building a Profitable Customer Management Strategy

	Marketing as a Process - Using Six Sigma Principles and Tools to Drive Measurable Improvement for Merchandising, Pricing, and eCommerce

	Quantitative and Qualitative Measurement and Metrics

	Online and Offline Measurement Technologies and Tactics

	Relationship and Transactional Metrics

	Efficiency and ROMI in Integrated Campaigns

	Web Analytics, Metrics for Focus in Interactive Marketing

	Why Agencies and Marketers Need to Integrate Mobile Marketing with Traditional Advertising Methods

	Measuring Brand Equity and Brand Value

	Brand and Messaging Development, Creative Execution and Awareness Measurement

	The Secret to Effective Lead Generation

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BusinessWeek

Panel Discussion Moderator

Stephen Baker will be our panel discussion moderator at the workshop. Stephen is a senior technology writer at BusinessWeek. In the last year, he's written cover stories on nanotechnology, blogs and, most recently, "How Math Will Rock Your World." He's currently on leave from BusinessWeek to write a book, The Age of Numbers, which is to be published by Houghton-Mifflin Co.

In addition to his magazine writing, he is a leader in new media at BusinessWeek. He is co-author of Blogspotting.net, a blog featured as one of 50 blogs to watch by The New York Times. In autumn of 2005, a series of his podcasts on BusinessWeek Online introduced 10 elite bloggers.

Before moving to New York in 2002, Baker was Paris-based European technology correspondent, where he headed up the magazine's coverage of wireless technology and the mobile Internet. Previously, he was BusinessWeek's bureau chief in Pittsburgh and Mexico City. In Mexico, he won the 1993 Overseas Press Club Award for business coverage for his story on the auto industry's southern migration, Detroit South. Before that, he worked at newspapers in Ludlow, VT, El Paso, TX, and Caracas, Venezuela. He is a graduate of Columbia University's Graduate School of Journalism, and earned his B.A. at the University of Wisconsin, with majors in Spanish and History. He was born in Philadelphia.

American Marketing Association (AMA)

OPENING COMMENTS

"Do Marketing Pros Really Know Their ABC's? Show Me the Evidence!"

Dr. Root is the Immediate Past Chairperson and current member of the American Marketing Association's (AMA) board of directors. Until July, 2004, he was the Chief Marketing Officer of the Marketing Science Institute (MSI) in Cambridge, MA. He had been President and chief executive officer of MSI from 1990-1998. As a Trustee of MSI he continues to work with MSI's business and academic constituents to identify programs of research that will advance the practice and knowledge of marketing. He is also on the Advisory Board for the U.S. Census Bureau. Dr. Root received the American Marketing Association's Charles Coolidge Parlin Marketing Award in 2000.

Goizueta Business School

"Business Models: Aligning Resources to Market-Based Assets, Customer-Facing Processes and Shareholder Value"

Dr. Srivastava is the Roberto C Goizueta Chair in Electronic Commerce and Marketing at the Goizueta Business School. He is a leading authority on brand and marketing strategy. His background and research encompass marketing, operations and financial performance. He is considered a pioneer on topics such as marketing and brand metrics, returns on strategic market investment, and strategies for driving financial performance and shareholder value. He has developed executive education programs for Applied Materials, Motorola, and Texas Instruments.

University of Connecticut

"Marketing Metrics for Building a Profitable Customer Management Strategy"

Dr. Kumar is the ING Chair Professor and Executive Director of the ING Center for Financial Services at the University of Connecticut. He teaches a variety of courses including Database Marketing, Customer Relationship Management, New Product Management and Marketing Models. He has won several awards for his research publications and has authored many books on marketing research and customer relationship management. He also has extensive consulting experience working on marketing projects for companies including IBM, P&G, Wells Fargo, Pitney Bowes, BP/AMOCO, AOL, MGM Mirage, PeopleSoft, AT&T, Southwestern Bell, Exxon, American Airlines, Coca-Cola Foods and DuPont, among many others.

Marketing Science Consulting Group Inc.

"Real-Time Measured Insights and Being Able to Act On Them"

Dr. Fou is an expert in data mining and analytics, leveraging the scientific discipline of his Ph.D. from MIT to interpret complex datasets from marketing programs and derive key insights about consumers and their preferences and behavior. Combining this data-driven analysis with management consulting experience from McKinsey & Company, Dr. Fou helps clients develop marketing strategies, infused with business and technology strategy, and execute such programs efficiently.

Tocquigny

"Measuring Brand Equity and Brand Value"

Pedro Laboy directs and oversees all financial and marketing analytics activities for Tocquigny. Over his 20 year career he has held similar positions at companies such as Landor Associates, ACA Ltd. and the U.S. Bureau of Labor Statistics. Most recently, Pedro served as Senior Partner at G2, a subsidiary of the Grey Global Group. Pedro offers a wealth of international marketing, branding and metrics expertise. With an MA in International Economics from George Mason University and MBA in International Business from Ecole Nationale des Ponts et Chaussees, France, Pedro straddles both the worlds of marketing and finance and has written on the topics of marketing ROI and Brand Valuation.

Just Media

"Setting realistic objectives - strategies for holding media campaigns to account"

A Graduate of Kings College, London, Dick joined Just Media in 1996 as a media account manager and has risen through the ranks of the agency to become CEO of the US office. Whilst at Just Media, Dick built on his many years of media sales and client servicing experience to become one of our most accomplished account handlers, working on accounts such as Creative Labs, StorageTek, Tektronix and Xerox before launching and heading up Just2, the European online division of Just Media in 2000. As head of online, Dick quickly established a leading reputation for Just2 of producing creative and effective online campaigns.

SKYLIST

"The Future of Marketing Metrics Tools"

Lana McGilvray is responsible for ensuring the SKYLIST marketing programs achieve corporate growth for a national client base inclusive of Turner Broadcasting System, The Boston Globe, Zilliant, and over one hundred other companies. Under her watch, SKYLIST and its customers are on the cutting edge of email marketing. In addition, she also oversees internal/external public relations, advertising initiatives and partnership sales channels. Prior to McGilvray's post at SKYLIST, she served in marketing roles at Concero, Inc., McCann-Erickson Worldwide Advertising, New York Medical College, the City of White Plains and Columbia University's Graduate School of Business.

MOVO Mobile, LLC

"Why Agencies and Marketers Need to Integrate Mobile Marketing with Traditional Advertising Methods"

David Rippetoe has several years of experience managing products and developing business in the wireless industry. Recently, David helped start Boomerang Mobile Media which is one of the first companies to demonstrate on premise mobile commerce. With Boomerang, David managed all the major US and European projects including high profile clients such as GM, BMW, Anastacia, and Clay Aiken. Prior to Boomerang, David was a consultant for several independent software companies specializing mobilizing large enterprises including Research in Motion, Onset Technology, and Sendia. Also, David helped start Retrieval Dynamics, a wireless software solutions company focused on wireless access to real estate databases. While at RDC, David led Business Development efforts securing partnerships and alliances with all the major wireless carriers and handset manufacturers. Furthermore, he developed and managed the product life cycles of two award winning mobile software applications. Mr. Rippetoe received his BA degree in Education from the University of Kentucky-Lexington and earned an MBA from Xavier University, Cincinnati, Ohio.

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	Dan Miller, CEO, MOVO Mobile, LLC

	Tracey Brown, Director of Worldwide Consumer Marketing, AMD

	Rick Burgess, Senior Directors of Marketing, Seagate Technologies

	Allen Crane, Director of Analytics, Visual Sciences, LLC

	John Chandler , Director of Analytics, Atlas Solutions

	Luke Bone, Director of Marketing Analytics, Tocquigny

	Renee Brandon, Director of Research, Tocquigny

Reception, May 11th, 5:30 p.m. - 7:00 p.m.
Enjoy an evening of refreshments and conversation with session speakers and hosts, as well as peers and other guests.

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