Program content
Gone are the days when marketers did not have to answer for their actions
While great marketing ideas are still necessary, getting an award is no excuse for lack of sales.
In today's environment, CEOs are wondering if marketing is working and are starting to demand more accountability from their marketing team. In turn, marketers need to understand their impact on shareholder value and develop the business metrics that will keep their company in business.
This presentation will give an overview of the issues marketers face today when it comes to measuring their impact as well as give a few examples on how to identify the right marketing metrics for the right targets (Customers, prospects, alliance, media, analysts, etc.) It will also cover the role of automation and define whether companies should automate their marketing.
Participant level of understanding
This program is intended for participants with a basic or intermediate level of understanding on the topic.
Advance Preparation
There is no advanced preparation required for this seminar.
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.
About Frederic Moraillon
Frederic is currently spearheading SAS Customer Intelligence in Singapore where he focuses on helping organisations develop their customer intelligence strategies to increase revenue. His focus and expertise helps organisations understand who their best customers are, how to retain them and attract similar ones and, most importantly, how to improve their profitability.
Frederic brings with him 12 years of building and implementing marketing strategies in Asia. He has managed more than 300 business-to-business regional marketing campaigns focusing on delivering solid financial results. To that effect, Frederic has developed and implemented the 'Simple Marketing Strategy' and 'Sales Cycle Marketing tools. He has also published several articles in regional publications (Marketing Metrics: A case of corporate survival; Marketing Automation: The Poor Cousin of the Software Community?; Today's marketers cannot afford to ignore sales cycles; Is Loyalty Profitable?).
Frederic is an Ordinary Member of the Singapore Institute of Management, and Former Member of the Junior Chamber of Singapore and Rotary Club of Marina City where he was awarded the Outstanding New Rotarian Award in 1996. Frederic is the Council Representative of The Conference Board's South-Asia Sales & Marketing Council.
