This webcast is part of the webcast series, Stop Guessing - Start Knowing, presented in association with the American Marketing Association and SAS.
Webcast Content
Ever wonder if you're spending your budget on the right campaigns/offers/customers? Ever wish you could determine the impact of your campaigns before their launch (what if scenarios) to maximize ROI? Ever hope to know with certainty that you’re creating lasting value and affinity among your customer base? If you answered yes to one or more of these questions, join this informative video “conversation” with Peter Kim (Forrester), Jeff Gilleland (SAS), and other thought leaders, as they discuss the merits and challenges of Marketing Campaign Optimization. Joining Peter and Jeff will be several marketing experts to share their perspective on this topic.
What you will learn in this this Webcast:
- Why customers, not products, generate profits.
- How to spend money on your limited customer base in order to get the greatest return.
- How to manage the "value exchange" – the value you deliver to your customers and the profits that they create for you.
- How to look into the future and predict customers' future value.
Our expert guests will tell you how integrating customer value into your business model can improve both short- and long-term profitability – and why customer value management is so critical to your organization's long-term success.
Participant level of understanding
Senior marketers acountable for delivery of campaigns that reach your most important customers and attract new, valuable prospects. This webcast is for you, if you are responsible for managing the return on your organizations' overall marketing spend and delivering measurable bottom line results .
About Peter Kim, Forrester Research; Jeff Gilleland, SAS; and Brent Lever, SAS
Peter Kim, Senior Analyst at Forrester Research,contributes to Forrester's offering for Interactive Marketing professionals. His research focuses on mobile marketing and advertising, blogging, and developing interactive skills. He has also authored Forrester Big Ideas on marketing organization and advertising agencies.
Prior to joining Forrester, Peter was an international marketing manager at PUMA AG. He was responsible for global creative production and traffic, built the firm's first internal creative team, and managed marketing finance. He also architected PUMA's global digital marketing presence and built eCommerce businesses in both the US and EU. Prior to PUMA, Peter was a principal consultant with Razorfish, where he formulated digital strategies for Fortune 100 companies. Peter began his career at Coopers & Lybrand as a research analyst focusing on the energy industry.
Peter has been widely quoted on marketing in the press, including media outlets such as Advertising Age, Brandweek, and The Economist, as well as appearances on CNBC, CNN, and NPR. In addition to speaking at and moderating panels for the ARF, AMA, DMA, and WOMMA, he has keynoted Forrester's Marketing Forum, managed track content for Forrester's Consumer Forum, and spoken at Forrester's Consumer Marketing Forum EMEA.
Peter holds a B.A. from the University of Pennsylvania and an M.B.A. from the Darden School at the University of Virginia.
Jeff Gilleland has over 25 years of experience in building profitable customer franchises for Fortune 500 companies. He has held senior marketing positions within the consumer-packaged-goods, financial services, and technology industries.
Before joining SAS in 2002, Gilleland was responsible for leading the development of legacy Wachovia's CRM strategy, which is regarded as a "best practice" in the financial services industry. Prior to Wachovia, Gilleland held executive marketing positions at RJR/Nabisco and Kayser-Roth Corporation, where he was responsible for building growth strategies based on customer knowledge for some of the largest consumer brands in the world.
Applying his experience in “1-to-1” and “classical” marketing, he offers an informed view on how to build organizational capabilities that enable knowledge-based strategies to increase customer affinity and profitability.
