Conferences
Keynote Presentation @ TPMA Annual Conference
Next Generation Category Management – Ensuring Return on Investment
Dr. Brian Harris, Chairman of The Partnering Group, Phil Delugio, founder and CTO of M-Factor, and Lisa Wellington, Senior Manager, Global Marketing Science, The Coca-Cola Company, discussed the “next generation” category management model and new solutions for improving marketing and trade promotion decisions in brand and category plans at the April 2008 Trade Promotion Management Annual Conference. Download Presentation
Recorded Webinars
Philip Kotler: Turning Marketing Analytics into Strategic Value
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. Request Replay
Customer Success Story – Operationalizing Marketing Mix at General Mills
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. Request Replay