Agile, On-Demand Marketing Measurement, Decision-Making & Adaptive Spend

 

Chris Moloney • CMO • Scottrade
Stephen Fioretti • VP of CRM Product Marketing • Oracle

This will be a discussion around market dynamics that are now driving the need for rapid, nimble response to and re-allocation and re-direction of marketing dollars on the fly. The intensity and speed of new measurement tools, such as CRM, campaign management and online reporting have flooded the marketer with new data that not only enable but require quick decisions. Unforeseen challenges and issues - such as product availability, competitive changes, mergers, new customer pipeline changes, etc. - are typically not part of the annual marketing planning process. We will also discuss the corporate marketer’s biggest handcuffs: the budget process.

The following categories will also be discussed:

• Unique differences between B2B and B2C agility needs
• What's driving the need for adaptive, on-demand marketing spend
• How to become more agile and flexible in directing marketing spend
• Managing the growth goals, pipeline and other KPIs (outside of budget)
• The huge online influence: measurement, “bidding,” inventory and optimization
• Media Mix: Crossing budget/spend from one media outlet to another and use of promotional offers
• How will all of this impact marketing performance, value and impact… (and next year’s budget)