Program content
This webcast is part of the series, Smarter Marketing presented in association with the American Marketing Association and SAS.
Marketing success in today’s tough environment is driven by making smarter choices when faced with the challenge of doing more with less. Now, more than ever, marketers have to plan and execute campaigns that are tightly aligned with corporate priorities and deliver clear results.
In this webcast, we explore how successful companies are changing their approach to campaign management to operate more effectively, including segmentation techniques, contact policy management, and using predictive analytics to drive decision-making.
Join us as our moderator, Michele Eggers, discusses these topics with Lynn Locke from Blue Cross Blue Shield of Florida, Shannon Balliet-Antorcha of Carnival Cruise Lines, and Nauzar Vimadalal at Staples Corporation.
About Lynn Locke, Shannon Balliet-Antorcha, Nauzar Vimadalal, Michele Eggers
Lynn Locke is the Director of Database Marketing for Blue Cross Blue Shield of Florida. BCBSF is a leader in Florida’s health industry, and since 1944, it has been dedicated to meeting the diverse needs of all those it serves by offering an array of choices. BCBSF is a not-for-profit, policyholder-owned, tax-paying mutual company that is an independent licensee of the Blue Cross and Blue Shield Association. BCBSF uses SAS Marketing Automation hosted by SAS Solutions onDemand to help improve customer segmentation, campaign response rates, and post-campaign reporting and analysis. In addition, they have been able to cost-effectively reach new prospect populations and measurably improve their cost per sale using SAS.
Shannon Balliet-Antorcha is the Director of Database Marketing & Customer Data Integration for Carnival Cruise Lines. Her experience is in leveraging customer knowledge and insight to create and execute customer-focused, integrated, direct marketing campaigns. As cruise companies increase the number of berths available, marketing campaigns that build brand preference are crucial. Carnival Cruise Lines works to achieve this through highly targeted consumer communications. The first step on this journey is to build a complete view of customers through predictive modeling and analytics. The next step uses this understanding to segment customers, targeting these customers with the appropriate communications.
Nauzar Vimadalal is Manager of Marketing Operations for Staples Inc. Staples Inc. invented the office superstore concept in 1986 and today it has more than $23.08 billion in revenue, 2,218 stores and a presence in 22 countries on four continents. The company wanted to personalize its service and make Staples the one place customers go for office supplies, technology, furniture, and business services. The company uses advanced marketing automation to fine-tune marketing campaigns and build loyalty among its most profitable customers.
Michele Eggers is the moderator of this discussion. She is a Manager in SAS' Customer Intelligence Global Practice, and has helped hundreds of marketers use technology to enhance customer relationships. Eggers earned a bachelor's degree in finance from the University of Illinois at Champaign-Urbana, and an MBA, with a concentration in marketing, from the University of Illinois at Chicago.
