Time: 10:00 am PT / 1:00 pm ET
Given the significant shift and re-allocation of marketing dollars into online, mobile, social and interactive digital media channels, there is a significant need for senior marketers to better understand online performance and effectiveness measures, the relevance and value of online marketing programs, and the impact of return and spend through enhanced online metrics and analytics. But, according to the State of Marketing report in 2010, the top measures and metrics for tracking the effectiveness of online marketing and advertising spend by CMOs are largely surface measures that do not tap into the true performance measures afforded by today’s analytics models To answer this call, the CMO Council is developing a series of conversations designed to examine and advocate the need for more strategic understanding of key performance drivers to elevate digital marketing performance beyond unique visitors and page views. The first conversation will focus on the shifting needs of senior marketers to develop more comprehensive performance measures to map, track and assess customer engagement, experience and return on web investments. The CMO Council will partner with Google, a global leader in analytics and digital marketing measurement, to understand where and how senior marketers can leverage analytics and advanced measurement to gain insight into what drives engagement and conversion. Marketers must link website and campaign analytics to get a true picture of the entire path to conversion. Through this measurement, marketers can continue to improve and develop an effective customer experience, measure and track performance of digital, mobile and social engagements, and create fully integrated campaigns along with the appropriate KPIs which are essential to robust measurement of the multiple channels marketers are managing today.
Amy Chang - Director, Product Management - Google
Jorge Laguna - Senior Director, Digital Analytics - HP
Megan O'Connor - Global Director, Digital & Social Marketing - Levi Strauss & Co.
Liz Miller - VP, Operations - CMO Council