Scott Reedy, Director at Pricefalls – The New Supply Chain: From Fat to Flat.
Your Supply Chain has been on a diet. It’s losing weight at record pace hastened by advent of new selling methods pioneered by Amazon and Google and just about every other online seller. There are some pretty heavy new developments. Amazon leads the charge with Prime and talk of Drones and Dash. Google has snatched some Final Mile companies. Jet.com is experimenting with new ways of buying and unbundling the shopping cart. Marketplaces — not just products but also services like AirBnb — are growing at 10x GDP and 3x general online product sales. Something is going on here. What does this mean for an online marketer? Just about everything. The online marketer of today will need to understand the large-scale changes which are leading to changes in every way we communicate with customers and sellers of products.
What’s Driving Your Business?
Damon Ragusa is a proven executive focused on startup and early stage companies in the advanced analytics and marketing technology areas. Currently, he is the founder and CEO of ThinkVine, a company of exceptional people leading the marketing attribution and optimization space and delivering economic value to the world’s largest consumer brands
Attribution is one of the most talked about topics in marketing today. As marketers grapple with an ever increasing array of places to invest, with pressures to move spend into digital marketing channels increasing but requirements to manage toward growing brand equity and long-term performance, the need for the right tools to manage marketing spend and execution is reaching a peak. A February 2015 study of CMOs sponsored by McKinsey Consulting, the American Marketing Association and Duke School of Business underscored the importance of marketing mix optimization and attribution services. Here, CMOs forecasted an 83% increase in cross channel analytical marketing services over the next three years – moving from 6% to over 11% of their total marketing budgets. But at the same time there is a crowding of offerings purporting to provide attribution services coming online. And there have been significant changes (and some confusion) in the way digital attribution fits into a broader assessment of marketing recognizing that the overall goal is still around building a complete picture of how marketing drives performance along an increasingly complex path to purchase.
This panel will discuss the topic of attribution with the goal to gain some clarity on where the market is today and where it is leading and how marketers can make the best use of it to drive decision making that maximizes performance.
Moderator: Jeanniey Mullen, VP of Marketing at NOOK by Barnes and Noble
Panelists will include:
- Cory Treffiletti, CMO, Oracle Data Cloud
- Brian Monteiro, Ph.D, Sr Principal Data Scientist, AMS A&DM Advisory Practice, Enterprise Services, Hewlett Packard Enterprise
- JB Brokaw, President, North America at Sociomantic Labs