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Closing the Insight-to-Action Gap: Organizational Keys to Data-Driven Success

March 21, 2017 @ 11:00 am - 12:00 pm EDT

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Many marketers complain about the organizational challenges of moving quickly and efficiently from data to insight to action. They’re drowning in data from an ever-growing number of sources and have charts illustrating all manner of trends and preferences. But what data really matters and how ultimately can marketers prioritize insight-led actions to drive business outcomes?

Moving from data to actionable insight is a huge challenge. Data analysis is not enough. Analysts can report the data, but useful insight typically requires the involvement of subject matter experts (SMEs) to interpret the data and communicate the insights in ways that the business and marketing leaders can take action.

In this webcast, Julie Schwartz, ITSMA’s Senior Vice President, Research and Thought Leadership, will explore best practices for closing the insight to action gap based on research with a wide range of technology and other B2B services organizations. Guest speakers, including Paul Dunay, US Financial Services Marketing Leader, PwC, Andy Lausch, Senior Director, Analytics & Insights, CDW, and Wayne Snyder, Sr. Manager, Marketing Operations, Ciena will complement Julie’s presentation with innovative examples of data- and insight-led programs and the practical, organizational lessons learned in developing processes to accelerate the conversion of data to insight, action, and, ultimately, business value.

This webcast is complimentary for ITSMA member companies and $195 for non-members.


Julie Schwartz

Senior Vice President, Research & Thought Leadership, jschwartz@itsma.com

Julie has originated and manages ITSMA research including benchmarks, models, frameworks, and assessments on a wide range of subjects such as Thought Leadership, Account Based Marketing, Customer Engagement, Marketing Performance, Marketing Technology, Sales Enablement, Brand Positioning, and Customer Loyalty to name a few. She also pioneered ITSMA’s widely regarded annual study, How Buyers Consume Information.

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Paul Dunay

US Financial Services Marketing Leader, PwC

Paul Dunay is an award-winning B2B marketing expert with more than 20 years’ success in generating demand, creating awareness and scaling a marketing team through periods of high revenue growth.

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Andy Lausch

Senior Director, Analytics & Insights

Andy Lausch oversees Analytics & Insights at CDW, a leading provider of information technology (IT) solutions to business, government, education and healthcare.  A dynamic, cross-functional business leader, Lausch is responsible…

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Wayne Snyder

Sr. Manager, Marketing Operations, Ciena

Wayne Snyder is a Senior Manager, Marketing Operations at Ciena. He has more than 17 years of experience in the digital space across software, healthcare, media, mobile services, and telecommunications. His primary work has related to establishing multi-channel measurement and analysis, reporting disciplines, and operational/organizational transformation within mid-size to large-sized corporations.

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General Information

ITSMA Webcasts provide research-based insight, best practice examples, and new approaches to address a wide range of strategic challenges in marketing B2B services and solutions. Join the conversation during live presentations, or view replays on-demand from the ITSMA Research Library.

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