Join Rick Abens, CEO & founder of foresight ROI, as he shares a roadmap to evolve companies to a sustainable marketing improvement process with science and governance.
Event Details
Marketing science has empirically demonstrated the impact of marketing on business success, but less evidence of continuous improvement over a longer period of time. In the era of big-data, marketers have learned to connect the art of human behavior to the science of behavioral economics and predictive analytics to curate unpredictable marketing that delivers predictable business results.
Marketers are gaining significant improvement in financial performance when the science of marketing measurement and process management is applied to marketing. So companies are building end-to-end "analytics" solutions to find and capture even more financial gains from better marketing.
The other half of the equation is the governance of the marketing decision making process. Adding the appropriate components of "governance" to those of the "science" will result in continuous improvement, similar to how it happened with operations and product quality. Rick Abens, CEO & Founder of Foresight ROI, will share a road map to evolve companies to a sustainable marketing improvement process with science and governance.
$10 Early Bird (more than 1 week prior to event)
$15 Standard Pricing (within 1 week of event)
$20 At the Door
Speaker Profiles
Rick Abens (Speaker)
CEO & Founder, Foresight ROI
Rick Abens has been helping CPG companies improve marketing productivity with practical analytics for over 25 years. Prior to founding Foresight ROI, he led Analytics at ConAgra Foods, where he built the corporate marketing analytics function and ROI management process. He has held similar positions at Kraft Foods, Kellogg's and Nielsen. His pragmatic, impact-the-business-results focus, are frequently cited by his clients. He is a Path-to-Purchase Institute Faculty Member and the founding member of the Marketing Accountability Standards Board.
Questions
Roger Moore, '92
Senior Director / Gartner
312-543-1319