Half-Day Marketing Analytics Seminar
March 15 @ 8:00 am - 12:00 pm
Half-Day Marketing Analytics Seminar
Are you ready to dig deeper with your data but don’t know where to start? It is no secret that the digital space has opened the door to more information than ever before and online marketing tactics are increasingly easier to track. The days of intuition based decision-making are gone and marketers need to harness the insight at our finger tips to be successful.
With the demand for data at the forefront we have increased access to answers that has seemed to create even more questions. What metrics should you track and analyze? How do you approach tracking all your marketing efforts? What KPIs should you be using to track your online efforts?
This 3 hour marketing analytics seminar will cover foundational concepts and practical applications. Perfect for current and future marketers who are ready to dig into their data and derive actionable insights.
Panelists / Speakers / Coaches
Manager of Analytics & Automated Marketing, Dixon Schwabl
Michael Reed is Manager of Analytics and Automated Marketing at Dixon Schwabl in Rochester, NY. He brings over 10 years of experience in multichannel marketing and web/digital analytics. Michael is also an adjunct instructor at the Eastman School of Music, teaching classes in digital marketing, web design, and multi-media technology. Michael holds an MBA in marketing and competitive strategy from the University of Rochester.
Kristi Mitchell is the Associate Director of Marketing and Operations for Executive Education at Saunders College of Business at RIT. In this role, Kristi manages all marketing strategy and implementation for the on campus and online EMBA and customized corporate programs. This includes lead generation, content campaigns, email marketing, social media, blogs, and website management.
Kristi joined RIT in 2009 with the launch of the Online EMBA Program. Prior to joining RIT, Kristi worked for Nationwide Insurance in customer service and employee training. Kristi earned a BA in Psychology from Niagara University and an MBA from RIT.
Marc Romano is Managing Partner of FirstPrinciple Group, New York and London. FPG works to unlock the richest 2% of data that delivers key insights, identifies growth opportunity, and tells us what matters to customers. These insights are leveraged in a collaborative workshop to challenge conventional thinking, create focus, innovate, and develop key strategies that improve organizational performance, and create and deliver new customer value. Previously Marc worked as the Managing Director at iGlobal in a strategic advisory role. He also managed major accounts at ICE and was a Senior Account Brand Manager at BBDO/Omnicom. His career began as an account manager at Young & Rubicam Worldwide.
7:30 – 8:00am – Registration
8:00am – Introduction
8:15 – 9:15 – Marc Romano
Getting to what really matters: Customer value creation. The critical importance of innovating strategically from the customer and market back to the business, product and service. Why a powerful go-to-market system builds in fast, continuous feedback from customers, and how the creation of business to business online research communities, combined with the simplification of processes, have become key enablers of informed decision making, the creation of new customer value, and go to market strategy that can actually beat the market.
9:20 – 10:20 – Kristi Mitchell
Inbound marketing is a powerful marketing approach that involves the creation and sharing of online material (videos, blogs, social media posts) intended to engage the target market, create interest and ultimately action. Kristi will provide a case history of how she uses Hubspot and inbound marketing strategies and tactics to increase leads, convert leads to prospects and grow enrollment in the Executive MBA Program at RIT, Saunders College of Business.
10:25 – 11:25 – Michael Reed
Mike’s focus will be marketing analytics and the customer journey, a framework designed to provide insights into how customers are interacting with your message and identify opportunities to further the relationship. A journey map should be actionable. Mike will provide ideas and insights as to how to take customer journey information in conjunction with web analytics and dash-boarding metrics and turn it into successful marketing strategy.