Web Briefing

What You Need to Know about Marketing Analytics

December 16, 2008
8:00 am Pacific – 11:00 am Eastern – 16:00 London (Duration: One hour)
(Free for ITSMA members)

Registration Closed

Overview

As the economy sputters, gut instinct and intuition need to be leavened with more fact-based thinking. It’s critical that marketing improve its ability to analyze data to inform decisions, predict buyer behavior, and forecast trends. This requires a foundation of quality data, collaboration between marketing and finance, and a willingness to experiment before making big commitments to programs and campaigns.

Please join ITSMA’s Chris Koch along with analytics guru Pat LaPointe of MarketingNPV, and Samir Bagga Vice President, Global Marketing & Communications of professional services company Satyam, as they reveal highlights from ITSMA’s survey on marketing analytics and provide insights and best practices in areas such as:

• Elements of a successful marketing analytics program
• Quick, inexpensive methods for predicting marketing campaign success
• How to collaborate effectively with finance on analytics
• Challenges that prevent organizations from developing a successful analytics program

This Briefing is complimentary for ITSMA members and $195 for nonmembers.

Presenters	[TOP OF PAGE]

Koch works closely with ITSMA’s leadership team, executive councils, business partners, and subject matter experts to develop and package compelling research on marketing and sales trends, solutions, and technology industry issues. An award-winning writer and editor, Koch brings over 20 years of experience in journalism, and more than 10 years covering information technology and business. Koch most recently served as executive editor for CIO, a trade magazine for chief information officers and other IT leaders. Before CIO, Koch was a communications manager in marketing for Computer Sciences Corporation, where he developed and wrote thought leadership content on business and IT strategy for internally-generated publications and the general press. He also helped edit and market The Discipline of Market Leaders, a best-selling book on business strategy.

Pat LaPointe
Managing Partner, MarketingNPV

At MarketingNPV, Pat LaPointe directs the development of client solutions for CMOs in the areas of skills, structure, processes, and tools to improve marketing measurement through greater alignment and accountability. His book Marketing by the Dashboard Light: How to Get More Insight, Foresight, and Accountability from Your Marketing Investments is a pioneering work on the topic of marketing dashboard development.

Prior to launching MarketingNPV in 2003, Pat was an equity partner and senior vice president at Frequency Marketing Inc., a consulting and software company known for design and operation of large-scale customer retention and loyalty programs. Pat also directed the operation of a marketing department at Bell Atlantic (now Verizon), creating and implementing customer acquisition and development programs for both B2B and consumer markets. He started his career in advertising in the Y&R network and at Ketchum, where he managed large client portfolios in all aspects of marketing strategy and communications.

Samir Bagga
Vice President, Global Marketing & Communications, Satyam

Samir Bagga provides business leadership, marketing direction, and strategic vision to Satyam’s Marketing Initiatives. He is an International B2B marketing professional with over 18 years of marketing experience to Global 1000 & SME corporations in America’s, Europe and India.

He is the primary interface for executive management of Satyam’s Analyst Relations, and Direct Marketing programs. He leads global marketing and public relations strategic initiative planning and execution. Over the last 10 years he has developed leading customer intimacy programs, lead generation programs, joint alliance marketing programs, media & PR programs, brand building though advertising, web-based events, conferences and seminars.

General Information	[TOP OF PAGE]

ITSMA's Online Briefings offer recent research findings or survey results from thought leaders on a variety of services marketing topics. The Online Briefings can be viewed individually, or in groups composed of people within the same company. The briefings are available anywhere in the world that has telephone service and access to the Internet. A typical program runs 45 minutes followed by 15 minutes of questions and answers. The person making the online presentation speaks into a telephone and advances the visual portion of the presentation via their computer connected to the Internet. At the end of the presentation. and at the presenter's discretion, the listeners are invited to ask questions. Each listener with a question identifies him or herself and is listed in a queue and taken one at a time by the presentation monitor. The monitor also manages the question and answer session by giving each questioner access to the phone line to communicate with the presenter.

Technical Requirements	[TOP OF PAGE]

This briefing will be administered by BT Conferencing. All participants are required to test their browsers 24-48 hours prior to ensure compatibility. This test can be done by clicking here: Check your system. You will receive a pass code and dial in number three business days prior to the briefing.

The technical requirements for this ITSMA online briefing are:

• Direct or dial-up Internet connection of 56Kbps or higher.
• A separate telephone line to access the audio teleconference.
• If participating from your company, ask about your company’s Internet Firewall 48 hours prior to the event. This will enable your IT technician to reconfigure your connections if necessary to ensure access to the Internet portion of the briefing.
• No plug-ins or software downloads are required.
• System Requirements: Windows 2000 or higher, Internet Explorer 6.x or greater, Netscape 7.2 or later. The following operating systems will work with limitations: Windows 98 SE, NT Server or Workstation 4.0, Mac OSX 10.3 with Safari 1.2; Solaris 9 with Netscape 7.0 or Mozilla 1.4, Sun JVM 1.4.2.

Fees and Registration	[TOP OF PAGE]

Aside from the telephone call, the fee for the presentation is complimentary for active ITSMA members, and $195 per location for non-members.

Note: Registration is on a first-come/first-served basis. You must register by 5:00 pm ET, December 15, 2008.

About ITSMA
ITSMA specializes in helping companies market and sell services and solutions. As a membership organization, we work with the world's leading technology, communications, and professional services firms to generate new business, strengthen customer loyalty, and increase brand differentiation. Through research, consulting, training, and community we provide the insight companies need to improve marketing impact, sales performance, and business results. ITSMA is based in Lexington, Massachusetts, and has offices in the United States, the United Kingdom, and Japan. Learn more at www.itsma.com.