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Recorded Events

Philip Kotler: Turning Marketing Analytics into Strategic Value
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When a marketing ROI program works, the results are outstanding – frequently improving marketing ROI by 15-25 points. Most firms, however, can’t seem to get it together and establish an effective marketing ROI program. Why do these firms keep trying and failing to make a marketing ROI initiative work?

Hear marketing guru Philip Kotler and M-Factor founder and consumer marketing analytics expert, Phil Delurgio, in a discussion of the cultural, organizational and analytical barriers to achieving high returns on marketing investments, and suggested strategies and tactics to overcome them.   Original air date: Wednesday, October 3rd, 2007

Customer Success Story – Operationalizing Marketing Mix at General Mills Request Replay

With limited budgets and added pressures to increase return on marketing investment, marketers are always challenged to do more with less.  In this session, Luis Rubi, Senior Consumer Insights Manager at General Mills, describes how they have optimized their marketing planning process by integrating the insights from consumer marketing mix analysis into applications that directly address key marketing needs, ranging from gaining consumer insights, to planning their advertising and promotions, to measuring their return on investment.    Original air date: Thursday, July 13th, 2006