SAS Global Forum Executive Conference - Seattle - April 2010
Customer Intelligence Session
If it’s true that customer-focused companies will have the edge as we emerge from this downturn, then understanding the customer is crucial to your success. The empowered customer is online, in person, on the phone and interacting with other customers. Do you have what it takes to predict your customers' behavior across channels so you deliver what they want, when they want it and how they need it? Join us and find out how you can apply customer intelligence to enable smarter decision making and success for the customer-focused enterprise.
- Best practices for improving marketing ROI.
- The advantages of optimizing customer contacts.
- The benefits of a complete view of the customer across channels.
11:30 a.m. - 12:30 p.m. – Panel Discussion: Marketing Success in a World of Empowered Customers
- Theresa Kushner, Cisco
- Heather Valteris, GE Capital Corporation
- James Foreman, Staples
- Brad Fiery, The Lacek Group
- Moderator: Deb Orton, SAS
Companies that focus on the customer will emerge successfully from this economic crisis with a competitive advantage. How will you know which customers are the right ones? What if you could increase profitability by 134 percent, increase response rates by up to 15 percent and know who your best customers are in order to push retention to more than 90 percent? Would that change how you do business?
Our panel of experts will tell you how they get, grow and keep their best customers. Join the conversation as we explore the complexities and opportunities of the digital and social channels.
1:45 - 2:45 p.m. – Social Media Roundtable
Location: Grand A
In the best tradition of Seattle’s coffeehouse culture, come to this session for strong coffee, great ideas and an opportunity to meet other executives interested in making the most of social media. This session will feature an interactive discussion led by Dave Evans, co-founder of Digital Voodoo, Consulting Director at 2020 Social and author of Social Media Marketing: An Hour a Day. You’ll also hear executives from leading companies share best practices from their corporate efforts in social media. Audience participation will be welcome and encouraged. Featured executives include Matthew Guiste, Director of Global Social Media at Starbuck’s Corporation.
Key takeaways from this session include:
- Important factors in building a social media presence: transparency, internal policies and other operational questions.
- Social commerce: how to harness customer-driven ratings and reviews so you can follow up on them.
- Best practices: what works - and what doesn’t - in building a social media presence.
These experienced practitioners are here for you – make this session into what you need and seize the opportunity to build a relationship with your executive peers. Help build this community by using #SGFSM on Twitter and at the LinkedIn event listing for this session: http://bit.ly/cW7W08.
3:15 - 4:15 p.m. – Panel Discussion: Innovations in Marketing and Revenue Management – New Analytics for a New Economy
- Marco Benvenuti, Wynn Las Vegas
- Stephan Chase, Marriott International
- Jeremy TerBush, Wyndham Exchange and Rentals
- Moderator: Kelly A. McGuire, SAS
Location: Willow A
For many companies, the activities of the marketing department – which owns the relationship with the customer – are siloed from the activities of the pricing and revenue management department, which is responsible for demand control through price manipulation.
In the new economy, these groups have learned the value of working together. Demand data from revenue management guides the type and timing of promotions and campaigns. Customer preferences and behavior data from marketing refine pricing decisions and inform new offerings and packages. Predictive analytics, using information from both groups, exponentially increase the effectiveness of key business decisions, although accessing, consolidating and managing the required data presents its own set of challenges.
In this panel, our industry experts will discuss innovations driven by the recession, and in particular the challenges and benefits of tighter coupling of marketing and revenue management data and analytics.
Additional presentations of interest
IT Management Session (multiple presentations) – Tuesday, April 13