William E. Lunz
William E. Lunz Mr. Lunz is a principal for CSC's U.S. Consumer Industries Practice. He is the solution architect for CSC's newest solution, Trade Promotion Optimizer (TPO). TPO provides a predictive analytic answer to consumer product goods companies seeking to improve the efficiency and effectiveness of their trade spending. Additionally, he focuses on strategic business issues in the marketing and sales arena facing CPG organizations. Representative CSC clients with whom Mr. Lunz has worked include Rich's Foods and Land O' Lakes. Prior to his current position, Mr. Lunz has held a wide range of Marketing, Sales and Strategic Planning positions in Sara Lee, Frito-Lay and Parmalat Baking, North America.

Mr. Lunz has a BS degree in Foreign Service from Georgetown University, with an MA in International Economics from Johns Hopkins University and an MBA from George Washington University in International Business.

Steven P. Dunphy
Mr. Dunphy is Chief Operating Officer, Land O'Lakes Dairy Foods Value-Added Business. Steve Dunphy has over 25 years of experience in the food/packaged goods industry. He joined Land O'Lakes in 2001 as vice president of Dairy Foods Retail and Deli Sales. In 2005, he assumed responsibility for all dairy foods branded retail businesses, food service businesses, research and development and value-added manufacturing and supply chain.

Prior to joining Land O'Lakes, Mr. Dunphy was senior vice president and Chief Customer Officer with the Kellogg's Company, vice president of sales for the Pillsbury Company and held sales management positions at Procter & Gamble.

He serves on the board for the National Frozen and Refrigerated Foods Association and East Side (Minneapolis) Neighborhood Services, a 90-year old United Way Agency helping the underserved youth and seniors of east side inner city of Minneapolis.

Retha Keyser
Ms. Keyser is director of Customer Intelligence (CI) solutions for SAS Americas. She has been extensively involved with customer intelligence solutions throughout her SAS career. Having joined SAS in South Africa over 17 years ago, she has dealt with all facets of the development of customer intelligence from product development to launch. Her experience has spanned multiple business sectors. Ms. Keyser has an in-depth understanding of customer data integration, business intelligence and analytical intelligence, with which she has performed market and customer segmentation and profiling, the application of customer lifetime value models and predictive models for proactive customer value management. She also has extensive knowledge in the areas of Marketing Automation and Optimization, Trigger-based Marketing and Multi-Channel Analytics.

In this live webcast, Steve Dunphy, Executive Vice President and Chief Operating Officer for Land O’Lakes Dairy Foods Value-Added Business, will describe how his organization has begun the journey of transitioning trade spending from a "cost of doing business" to a strategic business tool.

Participants in the webcast include William Lunz, Principal for US Consumer Industries Practice at CSC (Computer Sciences Corporation). CSC is a leader in providing strategic consulting and systems integration services to CPG firms. Joining him will be Retha Keyser, Director of Customer Intelligence (CI) solutions for SAS Americas, the market leader in providing a new generation of business intelligence software and services that create true enterprise intelligence.

The panelists will discuss how a CPG organization can now respond analytically, what a typical go-forward plan looks like and what are some of the organizational implications involved.

Who Should Attend
Executives, Directors, Managers and Analysts who want a better understanding of how the use of business intelligence, data warehousing and analytic applications can contribute to a company's success. This Webcast will be of particular interest to executives interested in improving the business performance of trade spending.