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In today’s economic environment, communications professionals must find more effective ways to market products and services to new and existing customers, with the goal of increasing customer loyalty, return on investment and wallet share. Need to know the best techniques for getting a complete customer view and using this data to make more accurate predictions about behavior, preferences and value? This session will equip you with the knowledge you need to increase customer insight and drive profitability for a true competitive advantage.
11:30 a.m. - 12:30 p.m. – Beyond Reporting: Transforming Marketing Effectiveness Through Advanced Analytics
Ed Gaffin, Director, Marketing Analytics, Walt Disney Parks and Resorts
Presentation sponsored by Hewlett-Packard
Location: Willow A
Walt Disney Parks and Resorts is researching ways to create greater consumer insight and use consumer conversations about its brand and product to measure marketing program performance. This effort – made increasingly challenging given the amount of disparate, unstructured data coming from social media channels – requires advanced technologies, analytic skills and wide organizational acceptance of the power of analytics. This session spotlights how Disney Parks and Resorts is working to improve its marketing programs and optimize marketing spending by developing a resource for facilitating data gathering, accessibility, analysis and interpretation.
1:45 - 2:45 p.m. – Having Your Cake and Eating It, Too
Thomas Tileston, Warner Brothers Entertainment Group
Presentation sponsored by Teradata
Location: Willow A
Guiding your organization confidently through today’s challenging economy is important for all business and IT executives. A focused strategy for executing smarter, improving analytics, making timelier decisions, and outpacing your competition is more critical than ever before.
At Warner Brothers Home Entertainment, performance gains realized from integrating SAS and Teradata technologies can be directly linked to faster business responses to marketing changes and maintaining a competitive edge. This session looks at the journey Warner Brothers began with SAS and Teradata eight years ago and where that partnership has led. Tileston will also speak on the future of in-database analytics and discuss his current data quality management initiative using SAS and Teradata.
Other presentations of interest
11:30 a.m. - 12:30 p.m. – Marketing Success in a World of Empowered Customers
IT Management Session (multiple presentations) – Tuesday, April 13