NCDM 2012

Orlando, FL
Monday, December 03, 2012




The program at NCDM 2012 features five distinct session types, formats designed to bring out the best content and insights:
 
Dialogs
Panel discussions and debates on the big issues. Multiple points of view will expose key controversies and solicit unexpected insights.
 
Case Studies
Peer-led deep dives into best practices in data-driven marketing, presented by experienced professionals from leading brands. 
 
Key Concepts
Classroom sessions that will keep you up-to-date and informed on the best current thinking on core skills, techniques and tactics.
 
Master Classes
Advanced small-group collaborations on cutting-edge and advanced topics, led by acknowledged innovators.
 
Data Analytics Lab 
Dig into the numbers in these advanced workshops on statistical analysis, interpretation, and modeling. By geeks, for geeks.



NEW: Download the most up-to-date agenda here.

Updated frequently; check back often

Monday, December 3, 2012

10:00AM
to
4:30PM
Pre-conference certification programs
One-day intensive programs on key issues in data-driven marketing. Participants receive a DMA certificate of completion.

Select one of:
  • Campaign Analytics & Testing
  • Acquisition & Lead Generation
1:00 PM
to 
4:30PM
Pre-conference advanced workshops on data analytics
Two back-to-back workshops on key data analytic skills
  • Predictive Modelling
  • Segmentation Strategies & Analytics
4:30 to
5:30PM
Welcome reception and mixer
in Exhibit Hall

Sponsored by

Tuesday, December 4, 2012
Exhibit Hall open 10:00AM to 6:00PM

8:30AM
to
9:30AM
Opening Keynote: Marketing Meets Big Data
Brian Solis, Altimeter Group;
author, The End of Business As Usual

10:00 AM 
to
11:00AM
MULTI-CHANNEL ENGAGEMENT STRATEGIES Track sponsored by KBM Group
Dialog: How Data is Transforming Strategic Marketing
The revolution in data-driven marketing is often framed as an upheaval in marketing tactics and channels – what tools do marketing professionals need to cope with and implement the vast reserves of customer data now available to marketers? In this session, we take a step back, and examine the impact at a strategic level – for example, how do big data and social media market revolutionize the definition and value of a brand? How does the multiplicity of channels alter investment strategies and ROI benchmarks at an organizational level? How can marketing leaders retain control of positioning and messaging when any given customer or employee can impact brand perception, in real time?

Sherri Liebo, Vice President, Segment Marketing and Marketing Communications, Cisco Systems
Shiv Singh, Global Head of Digital, PepsiCo Beverages

Moderated by

John J. Bastone, Global Product Marketing, Customer Intelligence, SAS Institute

MARKETING AND BIG DATA
Case Study: How United Airlines is Getting to Know Its Customers 
The world’s largest airline reveals how customer data is driving initiatives never before possible. In the past two years, United Continental Holdings has built an unprecedented level of knowledge in the industry about its loyalty program members and non-members. With that, the airline interfaces with customers in new, unexpected and positive ways across different touch points – ultimately enabling United to take better care of customers.

Mark Krolick, Managing Director, Mileage Plus, United

EFFECTIVENESS, ACCOUNTABILITY AND ROI
Key Concept:
How to Predict Who is Persuadable Before You Market
Most marketing campaigns waste money by focusing effort on many who will act anyway, may not react positively, and even some who may react negatively. The most effective marketing instead focuses only upon those customers who can be persuaded to take action as a result of your message – saving marketing waste and improving results. Explore the principle of uplift modeling which can be used to optimize targeting to maximize the returns from direct marketing.

Patrick Surry, PhD., Global Customer Analytics Solution Owner, Pitney Bowes Software*

DATA MANAGEMENT TOOLS AND TECHNIQUES
Master Class: Blueprint for Multichannel Consumer Engagement

Customer intelligence is essential to delivering highly relevant next-best offers when and where consumers prefer to receive them. An integrated customer engagement approach can give marketers well-rounded views of their customers that will optimize marketing performance across disparate channels, create value-based relationships, and enhance the customer’s experience. In this session, we will discuss how marketers can enable and manage two-way customer conversations, synchronized across channels to deliver timely coordinated communications across call centers, mobile devices, websites, and sales agents. Join us to learn how to create a holistic view of customers to enhance their experience; enable the flow of data across touch points and operations; apply customer intelligence and real-time analytics in the customer life cycle; create a systematic approach to satisfying customers.

Thomas S. Young, Executive Vice President, Client Delivery Services, KBM Group

ADVANCED DATA ANALYTICS AND MODELING Track sponsored by Alteryx
Data Lab: Adding Greater Precision to Multi-Channel Attribution
As multi-channel marketing becomes more prevalent, the ability to accurately parse out the effects of the various channels on demand generation is increasingly important. However, many marketers still rely on a "last touch" approach for assigning credit. Meanwhile, fractional or partial attribution allocation approaches tend to be judgment based and produce questionable accuracy. This session describes a modeling-based framework leveraging in-market promotional data that leads to greater precision in attribution measurement. 

John Young, Senior Vice President, Analytic Consulting Group, Epsilon

11:15 AM
to
12:15AM
DATA MANAGEMENT TOOLS AND TECHNIQUES
Dialog: Marketing & IT in the Age of Big Data

Data-driven marketing, and the technology required to implement its practices effectively, is driving a fundamental realignment between the marketing and IT departments in many organizations. Key to that re-alignment is the question of strategic leadership  -- who sets the priorities in investment, who sets the pace in implementation? Some have even suggested that this new world requires a new function, “chief marketing technology officer. In this session, leaders from marketing and technology discuss best practices in alignment and collaboration and pinpoint key areas of friction.

Lawrence DiCapua, Leader, Global Revenue Marketing Center of Excellence, General Electric 
Bill Franks, Chief Analytics Officer, Teradata
Reed M. Hornberger, Group Vice President, Marketing Programs & Demand Management, SAP

Moderated by
Tim McGuire, Head, Consumer Marketing Analytics Center, McKinsey & Co.

EFFECTIVENESS, ACCOUNTABILITY AND ROI
Case Study: AstraZeneca - Creating an Analytically Driven Omnichannel Experience
In today’s economy, the most efficient approach for marketers to maximize their spending is to use an ongoing “segmentation, learn and optimize” strategy. During a challenging time for the pharmaceutical industry, AstraZeneca wanted to improve brand performance through the development of a best-in-class relationship marketing program focused on healthcare providers. Learn how the team was able to employ a segmentation-based strategy that achieved an optimal cadence across marketing channels—including email, direct mail, mobile and call center—and resulted in strong ROI for AstraZeneca’s Crestor brand.

Aaron Gerrick, Vice President of Strategy, Epsilon
Qizhi Wei, Vice President of Analytics, Epsilon

MULTI-CHANNEL ENGAGEMENT STRATEGIES Track sponsored by KBM Group
Key Concept: Solution Showdown - Campaign Management Platforms
At the core of any multi-channel engagement strategy is the campaign management strategy and platform. In this session, representatives of four widely-used platforms update their offerings, debate strengths and weakness and battle for primacy.

Jann Harrison, Sr. Business Solutions Consultant, IBM 
Jerry Kosmachuk, Manager of Application Consulting, Neolane
Mike Fazio, Sr. Solutions Manager, SDL
Bernice Grossman, DMRS Group

MARKETING AND BIG DATA
Master Class: Using Social Media Data to Find Influencers
These days, your online business needs to connect and engage with authority influencers for various reasons. SEO, content promotion and business development efforts all rely upon finding the right outlets for your content. Instead of creating an automated script that sends annoying tweets, use the Twitter People search function to find the right people to engage.

Rudy De La Garza, Corporate SEO, Bankrate.com
Lisa Weinberger, Director, Content Promotion, Bankrate.com

ADVANCED DATA ANALYTICS AND MODELING Track sponsored by Alteryx
Data Lab: Modeling the Mixture of Distributions in Marketing Data
Modeling the mixture of distribution has become possible with the last advancements in estimation techniques and procedures. This approach enables marketers to get a better representation of the model formulas compared to the “one distribution data” assumption, taking into account the possible mix of distributions, as well as a better understanding of the underlying processes in the data and the model predictions.

Jimmy Cela, Principal Analytic Consultant, Advanced Strategic Analytics, Acxiom 

12:45PM
to
1:45PM

Keynote Interview: The Data Security Crisis
Howard Schmidt, former Special Assistant to the President and Cyber Security Coordinator at the Executive Office of the President, has a long and accomplished career in data infrastructure security includes roles as Vice President for CISO at eBay and Chief Security Officer at Microsoft.
Schmidt will apprise attendees of the emerging and multiplying challenges to corporate data and customer privacy, providing a frontline perspective on defeating those threats.

Howard Schmidt, former Special Assistant to the President, Cyber Security Coordinator at Executive Office of the President, White House

Interviewed by 
Linda Woolley, Acting President and CEO, Direct Marketing Association

2:00PM
to
3:00PM
MARKETING AND BIG DATA
Dialog:  Discovering Value in Social Marketing Data
Any marketing professional pursuing a social marketing strategy is familiar with the feeling of being overwhelmed. So much data. So many different ways of analyzing and evaluating it. So much conflicting advice on where to focus. Best practices that seem to shift with the winds. In this session, we ask three experts in different dimensions of social and digital marketing to share their views on where to start looking for the high-value needle in the social media haystack.

Keith Clark,VP, Customer Relationship Management and Consumer Insights, Chico's
Ned Kumar, Senior Strategic Marketing Fellow and SEO Strategist, FedEx Services 
Victor Lee, Vice President, Digital Brand Marketing, Hasbro

Moderated by
Christopher Hosford, East Coast Bureau Chief
Crain's BtoB | BtoB's Media Business | BtoBonline.com

MULTI-CHANNEL ENGAGEMENT STRATEGIES Track sponsored by KBM Group
Case Study: Multivariate Testing – Quicker and More Effective Program Optimization 
Many marketing professionals have been cautioned against testing more than one variable at a time. However, when done right, multivariate testing allows you to make data driven decisions and program optimizations more quickly. With over 20 marketing departments spanning geographies and cultures, driving adoption of corporate email programs can be difficult. Learn how the National Instruments Corporate Direct Marketing team uses multivariate tests during beta runs of programs to determine if they are targeting the right audience with the right content at the right time. Letting these results speak for themselves is driving wider spread worldwide program adoption.

Amanda Kuldanek, Database Marketing Analyst, National Instrument
Jordan McDole, Database Marketing Analyst, National Instrument

DATA MANAGEMENT TOOLS AND TECHNIQUES
Key Concept:
 A Technology Framework for Customer Dialogs in the Big Data Era
Marketers have been talking for years about "dialoguing" with their customers.  But few have managed to make it a reality.  Building dialogues with customers is even more important -- and harder! -- in the era of big data, when there's more to know about each customer and more opportunities to get a dialogue right, or wrong.  In this session, hear some of IBM's latest thinking on the subject of customer dialogues -- what they are, what they look like when done well, and which companies are particularly good at them.  Most importantly, learn about a marketing technology framework that can help make customer dialogues a reality, at long last. 

Alan Bunce, Senior Product Marketing Manager, Enterprise Marketing Management (EMM), IBM

EFFECTIVENESS, ACCOUNTABILITY AND ROI
Master Class:
Experimental Design/Multivariate Testing
Experiments are becoming increasingly common in many areas of marketing and marketing research. Marketers want more and better information on what levers they can pull to increase sales and revenue – and they want results faster. Experiments are used to improve direct marketing, conduct in-market tests, test concepts and products, and build pricing and demand models. Using specialized experimental designs allows us to test many factors simultaneously, reducing costs and time while increasing information and accuracy. This presentation will review the basics of experiments and how they are applied in various analytical contexts in marketing . We’ll discuss the relationships between experimental design and the multivariate techniques we used to analyze results.

Jason Lee, Senior Manager, Customer Insights, Bain & Co.

ADVANCED DATA ANALYTICS AND MODELING Track sponsored by Alteryx
Data Lab: New Segmentation Techniques and Approaches: Beyond Cluster Analysis 
Market and customer segmentation is a favorite activity among most marketers, although often falls short of expectations.  This session focuses on an iterative approach using latent class segmentation, one that balances classification accuracy with segment richness.  We will also introduce multidimensional scaling, an innovative approach to uncover preference segments.

Niren Sirohi, Vice President, Predictive Analytics, iKnowtion

3:15PM
to
4:15PM
MARKETING AND BIG DATA
Dialog: Big Data, Better Decisions

Tim McGuire is the head of McKinsey’s global Consumer Marketing Analytics Center (CMAC), a group of more than 150 consultants bringing advanced analytics capabilities to clients in the retail, packaged-goods, banking, telecom, and consumer-healthcare sectors to inform strategic decision making. Before taking on leadership of the CMAC group, he led McKinsey’s retail work in North and South America for many years. In this session, Tim will help marketers understand how, as much as the sheer volume of available customer data can sometimes be overwhelming, buried in that data are real actionable and valuable insights that can drive better business decisions.

Tim McGuire, Head, Consumer Marketing Analytics Center, McKinsey & Co.

MULTI-CHANNEL ENGAGEMENT STRATEGIES Track sponsored by KBM Group
Case Studies: Marketing in the Era of the Tech Titans
Over the last decade, five companies have emerged with the potential to aggressively reshape the landscape of multiple industries – and to change marketing as we know it. They are the "Tech Titans: Amazon, Apple, eBay , Facebook and Google.  
Collectively, these five companies are worth more than a trillion dollars. Their growth, their cash and their vision make them formidable competitors in any industry and complex partners for any company. These organizations don’t recognize borders - they feel no qualms about marching beyond the walls of tech into retailing, advertising, publishing, movies, television, communications, financial services, and eventually into health care and insurance. During this session, Shafer will highlight current developments at the five companies that should all marketers should bear in mind as they consider their own markets and industries and what may happen because of the Tech Titans - they could be game-changers.
 

Lori Schafer, Executive Advisor, SAS Institute

EFFECTIVENESS, ACCOUNTABILITY AND ROI
Key Concept Use Internal and Third-Party Data Sources to Supplement Your Database – And Drive More Revenue
This session will explore the idea of “data usability” for both small” and big datasets. Attendees will learn how to build a strategic framework to help focus on increasing data usability in their own company. Discussion will also include tactical examples for increasing data usability, choosing a third-party data provider, the impact of privacy rules/regulations and measuring success and performance/ROI from data usability tactics. Participants will see "real world" examples of usability tactics. Participants will also learn how to measure these types of tactics, so they can demonstrate ROI and how they impact to the business.

Alison Shaffer, Senior Director Marketing, Dell KACE

DATA MANAGEMENT TOOLS AND TECHNIQUES
Master Class:
Solution Showdown: Marketing Automation
A companion session to the earlier Solution Showdown on Campaign Management, this session looks at the latest generation of tools for driving automated engagement strategies based on the customer data you already have. Representatives of widely used marketing automation platforms will run their technologies through their paces.

Craig P. Wright, Solutions Consultant, Eloqua
Christian Fernandez, Senior Enterprise Solutions Consultant, Marketo
Atri Chatterjee, CMO, Act-On Software
Bernice Grossman, DMRS Group

ADVANCED DATA ANALYTICS AND MODELING Track sponsored by Alteryx
Data Lab: Real Time Bidding, From Off-line to Online
This session will explain how offline individual or household attributes are used for both customer cross-sell and prospecting. This is the process of taking a name and address to an embedded cookie on  household users' computers or devices. We will discuss the benefits and applications to conduct 50/50 splits of direct mail, email or telemarketing with real time bidding to calculate true attribution analysis for digital banner ads. Finally, we will discuss how cookie synching is the future in eliminating fraudulent impressions and click throughs.

Alex Aigner, EVP, DataLab

4:30PM 
to
5:15PM

Keynote Panel:
The End of Strategic Marketing: Threats to the Data-Driven Way of Life
Today, data-driven marketing isn’t just a practice – it’s a way of life.  But threats to that way of life are growing every day.  In Washington and around the globe, regulators want to put an end to the collection and use of consumer data.  Learn about the boogey men threatening your bottom line from marketers on the front lines of the war against big data.

Tony Hadley, Senior Vice President of Government Affairs and Public Policy, Experian
Susan Fox, Vice President, Government Relations, The Walt Disney Company
Brooks Dobbs, CPO, KBM Group

Moderated by
Linda Woolley, Acting CEO and President, Direct Marketing Association

5:30PM 
to
6:30PM
Networking Reception
in Exhibit Hall

Sponsored by






Wednesday, December 5, 2012
Exhibit Hall open 10:00AM to 12:30PM

8:30AM
to
9:30AM

Morning Wake-Up Call: 
Universal Analytics: The Future of Digital Measurement

For many marketers, Google Analytics provides much of the foundational data that drives key 
marketing decisions and tactics. Yet, how well have you aligned GA’s analytical tools with your business goals?  How well do you juggle the many discrete data points that GA can provide, with a high-level contextual picture of customer behavior? Justin Cutroni,  Analytics Advocate for Google and author of Google Analytics and Performance Marketing with Google Analytics, will discuss the latest innovations in the GA platform, and answer your questions about how to tune your use of GA to grow your business.

Justin Cutroni, Analytics Advocate, Google

10:00AM
to
11:00AM
MARKETING AND BIG DATA
Dialog: 
Insights to Action: Old Data, New Data
This session will show marketers how to effectively integrate masses of data from multiple sources to uncover key drivers of engagement – and then to use intelligence, targeting, and segmentation to create and distribute powerful messaging. Leading marketers will discuss the real-world challenges of merging in-house customer and prospect data with big data and open data sources, to inform and improve multichannel marketing. And how they have worked to create real-time feedback loops for marketing optimization.

Ankush Tewari, Director of Strategy and Market Planning, LexisNexis
Colin A. Hanna, President, Let Freedom Ring
Charlie Swift, VP, Marketing Analysis & Operations,  Hearst

Moderated by
Jeff Ditus, CEO, Audience Partners

DATA MANAGEMENT TOOLS AND TECHNIQUES
Case Study: Nissan and Customer Retention
The goal of Nissan’s “Part of Every Journey” campaign was to emphasize that customers’ individual interests and definitions of value were at the core of all its products and services. Nissan leveraged a CRM-based analytics and segmentation strategy to develop customized campaigns that increase customer value and dealer revenues. Turning terabytes of data into personalized messages and offers throughout a vehicle’s lifecycle drives loyalty and retention. Data-driven marketers will learn how Nissan successfully wrangled 94 million records and 1.5 terabytes of data into a central CRM system, driving more than 25 million targeted mailers and emails each year, with response rates almost five times higher than industry norms.

Mitchell Hotta, Senior Manager, Parts & Service Marketing and Growth Strategies, Nissan
Jane Ravenshaw, Managing Partner /The Marketing Store

MULTI-CHANNEL ENGAGEMENT STRATEGIES Track sponsored by KBM Group
Key Concept: What’s Working Now: Critical Email & Emerging Media Trends in 2013
This fast-paced session explores what offers gain customers, what techniques work and what is driving strong results using email, social and mobile marketing, emerging media and integrated marketing initiatives. This must-attend program will provide insights from actual campaign results from successful and failed attempts and apply them to emerging marketing techniques to show specific examples of how marketers can integrate these tactics into their plans.

Jay Schwedelson, President and CEO, Worldata

EFFECTIVENESS, ACCOUNTABILITY AND ROI
Master Class: Taking Marketing Technology Into The Cloud
This session examines the nature of software-as-a-service (SaaS) marketing solutions, how they are enabled by cloud computing, and how savvy companies can achieve new levels of cross-channel marketing success and ROI. Join us as we explore what is available today, what is in development, and best practices for implementing. Best practices and success strategies of companies currently using cloud-based marketing solutions will be analyzed. 

Dan Smith, Senior Vice President, Marketing, ClickSquared

ADVANCED DATA ANALYTICS AND MODELING Track sponsored by Alteryx
Data Lab: Isolating Digital ROI in a Cluttered Media Environment 
As digital channel marketing opportunities have grown from traditional display and search advertising to new media such as streaming video, Internet radio, Internet TV, smartphones and tablets, marketers are face tremendous challenges in establishing the accountability, effectiveness and efficiencies across of all their digital activities. Some of their challenges include ascertaining whether digital channels truly effect the bottom line (e.g., sales) or just change customers’ attitudes, whether it’s search advertising that drives the bottom line or something else, or whether it’s the content or the place where the content is shown. What approaches are available to help marketers detect the true effectiveness and brand impact of some of those digital channels in the presence or absence of other traditional channels such as TV, print and out-of-home advertising? Can you break the digital spectrum into pieces, and solve the problem systemically using the strengths of experimental design and econometrics to gauge the true impact of digital media for today’s marketers and advertisers?

Haren Ghosh, Chief Analytics Officer and GM, Cross Media Solutions, SymphonyAM

11:15AM
to 
12:15PM
MARKETING AND BIG DATA
Dialog: Big Data, Big Problems?  Doing Data Governance Right
“Data governance” is a big buzz phrase these days, but what does it really mean?  Hear from companies leading the way with best practices that all data-driven marketers should make their own.  Leave armed with the knowledge that everyone needs to use, access, and live safely in the world of data and information.

Bruce Biegel, Managing Director, Winterberry Group
Joanne Dunne, CEO, Alliant Data
Peg Kuman, CEO, Relevate

Moderated by:
Rachel Nyswander Thomas, VP, Government Affairs, Direct Marketing Association

EFFECTIVENESS, ACCOUNTABILITY AND ROI
Case Study: How Valassis Gets MAAX Results from Big Data and Advanced Analytics

For Valassis and its marketing and advertising analytics experts, fast and accurate analysis of data is crucial to effectively creating over 20,000 media and marketing plans annually for its roster of the most recognized consumer and retail brands.  Learn how Valassis is helping clients to capitalize on volumes of complex structured and unstructured data to deliver extraordinary insight, predictive capabilities and a competitive edge.  This session will provide a practical approach to consuming and analyzing Big Data while highlighting how Valassis empowered its targeting and marketing intelligence analysts to pull, integrate and quickly process data requests without IT resources.

Robert Mincarelli, VP, Marketing Services Technology, Valassis Communications, Inc.

MULTI-CHANNEL ENGAGEMENT STRATEGIES Track sponsored by KBM Group
Key Concepts: Overcoming the Chaos - Leveraging Data and Quick-turn Analysis to Drive Strategy and Planning
Marketers plates are full of data, analyses and choices.  Which data to buy and leverage?  Which channels to utilize?  Which programs and tactics put in play?  Using actual examples, this session will teach you how to bring order to the chaos.  This approach leverages data and simple quick-turn analysis that can help marketers identify and rally around the right issues and opportunities, driving strategy and facilitating smart marketing choices.   

Lynne Bolen, Vice President, Strategy & Insights, Infogroup Targeting Solutions

DATA MANAGEMENT TOOLS AND TECHNIQUES
Master Class: Harvesting Synergies Between Direct and Indirect Channels

Want to know how to leverage direct to consumer channels to foster stalled growth in traditional agent (indirect) channel? This presentation will go through the nuts and bolts on how to capitalize on synergies between direct and indirect channels. Chubb has successfully launched direct to consumer channel to foster stalled growth in traditional agent channel and combat portfolio attrition challenge. We have sustained 9% response rate in auto cross sell program and 2.8% response rate for prospect acquisition program year over year for three years with 10X return on investment. 

Joanna McNamara, VP, Chubb Personal Insurance
Andy Meng, Associate Director, Merkle

ADVANCED DATA ANALYTICS AND MODELING Track sponsored by Alteryx
Data Lab: Semi-automated Attribution System for Profitable Media Decisions
This presentation gives insights and uses cases that illustrate the value of semi-automated attribution across all channels, with particular emphasis throughout to reconcile offline channels, primarily TV with online channels. Attribution model formulations will be compared for scalable, profit-enhancing potential and reproducibility. The relationships between attribution and media mix modeling will also be illustrated, including attribution model fit, and time to conversion as exhibited by attribution data as it pertains to media mix models. Several definitions of efficiency will be contrasted with sample data for online and offline media and for branding as well as direct response marketing. Finally the optimality of attribution based decisions in campaign time frames and the optimality of media plans for multiple channels will be modeled, analyzed and discussed.

Neil Keon, Managing Director, Analytics, Camelot Strategic Marketing & Media

12:15PM
to
12:45PM

Networking Lunch


12:45PM
to
1:45PM
MARKETING AND BIG DATA
Master Class: Change Agents -- Addressable Marketing, Analytics and Communication Strategies
Marketing is morphing. We are emerging from an era of media fragmentation to an era of media amplification. Addressable marketing, connected devices, integrated experiences and persuasion engineering are part of neo-marketing which warrants the confluence of marketing strategists, technologists and data scientists. This presentation about next practices will exemplify how marketers could gear up for better performance as change agents, focusing on addressable marketing, analytics and customer communication strategies.

Pradeep Kumar, VP, DRAFTFCB

ADVANCED DATA ANALYTICS AND MODELING Track sponsored by Alteryx

Data Analytics Lab: Marketing Mix Modeling and Optimization
Corporations are faced with a plethora of choices for allocating their marketing dollars. These range from traditional channels like TV, radio and print to the recently emerging media such as web, social, mobile etc as well as programs within these channels. Correctly distributing the marketing budget among all these various channels is the premise of Marketing Mix Modeling. In order to make these decisions, it is important for marketing professionals to get a reasonably accurate read on the returns from these different marketing activities, so that optimal allocations can be made.  We will talk about the analytics of marketing mix optimization, highlight the challenges, point out pitfalls to avoid and share some best practices for obtaining quality results for both practitioners and end users of marketing analytics.

Krishna Mehta, Co-founder, Principal, Jigyasa Analytics
Pat Bhattacharya, Managing Principal, Jigyasa Analytics

   
 

Contact Information

  • NCDM 2012
    December 3-5, 2012
    Gaylord Palms Resort & Convention Center
    Orlando, FL

Payment Instructions


  • EXTENDED!
    Rates start at just

    $1095 
    until November 30

    Register before November 30 and save $200. 

    Add an optional, full-day or half-day workshop on Monday, December 3 and save an additional $100!

    Reserve your place now.



     


    Hotel Information
    Attendees of NCDM 2012 can book hotel rooms at this reservation link;
     

    Participate at NCDM
    Interested in exhibiting or sponsoring? Contact

    Kevin Fox 
    212 790-1468 kfox@the-dma.org.
    Companies with letters A-E and #'s

    Kaitlyn Kim 
    212 790-1460 kkim@the-dma.org
    Companies with letters F-N

    Wilson Vargas
    212 790-1459 wvargas@the-dma.org
    Companies with letters O-Z

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