The good folks at Aquent let me know they’re offering a free webinar on October 31, with Tom Davenport, professor at Boston’s Babson College, and a global authority on marketing analytics. Looks quite interesting. Here is the blurb from the AMA:
Like never before, marketers today are being held accountable for their impact on the corporate bottom line. Quantifiable results matter more than ever as marketing initiatives are conceived, executed, and eventually evaluated.
Capital One, Procter & Gamble, Amazon and other leaders pioneered this data-driven approach to marketing. If your marketing organization is like most, you’ve already begun a similar move towards leveraging data and analytics. Like most, you’re probably also facing the same challenges faced by the early adopters – finding and retaining qualified staff, aligning with shifting business priorities, and satisfying the (seemingly) endless demand for analysis, for example.
Tom Davenport, professor at Boston’s Babson College, is a global authority on marketing analytics. His article "Competing on Analytics" was published to critical acclaim in the Harvard Business Review and will be followed by a book early next year.
While researching his book, Davenport profiled over 25 trailblazing organizations that compete on the basis of their analytic prowess. Beyond broad strategies, he specifically detailed the winning tactics and painful mistakes made along the way by these analytical leaders.
You’ll not want to miss this opportunity to hear firsthand about Davenport’s ground-breaking research and its lessons for you and your organization. Move faster, accomplish more, and avoid mistakes by learning from the best!
What you will learn:
* What data-driven marketing is (and isn’t)
* How marketing visionaries are using analytics for competitive advantage
* What specific tactics these early adopters believe are essential to their success (and what they’d do differently next time)
* How you can personally succeed as a marketer during these tumultuous timesWho should attend:
* Business-to-business and business-to-consumer marketers at all levels, up to and including CMO’s and Vice Presidents of Marketing
* Information technology professionals, particularly those in fields involving collaboration with marketing colleagues
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