Using Customer Insight to Improve Marketing Effectiveness

 
 
 
Is marketing science or art? Truth is, marketers increasingly need to span the two. Aberdeen Group research shows that marketers that diligently use science are able to generate the most value from their art. For example, organizations that use predictive analytics generate a click-through rate 75% higher than those that do not.

Join David White, Senior Research Analyst in the analytics practice at the Aberdeen Group, to learn how predictive analytics can increase your return on marketing investment. David will highlight the performance levels that marketers have achieved, and lead a discussion on the strategies, tactics and competencies that deliver success with this rapidly maturing marketing approach. Joining David will be Scott Groenendal, Program Director in the predictive analytics market strategy division of IBM to discuss the advantages of using a comprehensive predictive analytics solution as well as some techniques that can be used to improve marketing efficiency and accuracy, while reducing costs.


About our Presenters:


David White, Sr. Research Analyst - Business Intelligence, Aberdeen Group
David White has 20 years experience in the software industry, including roles in development, systems engineering, consulting, product management, product marketing and industry marketing. His career includes roles at Kewill Systems, Data General, Oracle Corporation, Dimensional Insight, Cognos and Progress Software. At Aberdeen Group, David is a Senior Research Analyst in the Business Intelligence practice with a major focus on understanding the business value derived from the use of Business Intelligence (BI), and how organizations use BI to drive strategic and operational change.




Scott Groenendal, Program Director for the Predictive Analytics Market Management, IBM
Scott Groenendal is the Program Director for the Predictive Analytics Market Management team within IBM. As such, he directs the overall strategy and vision for how IBM structures and delivers their comprehensive vertically and horizontally focused solution offerings. Having joined IBM in 2009 as a part of the SPSS acquisition, he has spoken at engagements around the world about IBM's predictive and social analytics vision for transforming the way businesses understand and personalize the customer experience, improving the efficiency and effectiveness of operational processes, and proactively detecting and acting on the risks and threats facing organizations every day.