Key Marketing Concepts, grounded in Marketing Fundamentals, remain the same. But—with changes in the technological environment—tactical tools and implementation have changed. Advances in measurement seem to be followed by new challenges such as identifying the ways consumers interact with our brands, across multiple and varied channels. What strategies and KPIs are useful today? A panel of brand and agency experts provide insights and best practices.
Our panel of experts represent agency and client points of view (B2B & B2C) and will provide a deeper dive into best practices and insights that move businesses forward. Learn ways that digital media is effective, efficient and measurable, and how content—including video—is integrated across channels—display, social, mobile, website.
• Goals, Objectives, Metrics; Measurement, Testing and Optimization (Email, Display, Social)
• Resource Allocation (given all the choices where to spend time and money)
• Multichannel effectiveness: Social, Mobile, Email, Print, Display
• Ad Technology, RTB, Trading Desks
6:30 PM-7:00 PM: Networking
7:00 PM-8:30 PM: Panel and Q&A
8:30 PM-9:00 PM: Networking
Zach Pentel (Panelist)
SVP Director, Digital Strategy, BBDO
Zach Pentel is Senior VP and Director of Digital Strategy at BBDO New York, Creativity Magazine's 2014 agency of the year. He currently leads integrated planning for brands like Visa, Lowe's and Diageo; previously, he was head of social strategy at Martin Williams. An occasional adjunct professor and perpetual anthropology student, he earned his Master's in Communication, Culture and Technology at Georgetown.
Lori Goldberg (Panelist)
Lori is a veteran of the media industry with 18 years of experience, the past 12 focusing on digital. Most recently, as Client Partner with Razorfish she oversaw their largest client relationships including Microsoft, Capital One, Monster.com, Polo Ralph Lauren, The Travel Channel and Smith Barney. She guided teams in digital media, search, strategy, ecommerce, creative and user experience. Before Razorfish, Lori spent 6 years as VP, Account & Media Director with Initiative Media/ID Media overseeing the marketing strategy for Nextel, Maybelline, Nikon, E*trade, and Brinks Home Security. She has also worked in the direct mail group for Wunderman Cato Johnson.
Yan Rozowsky (Panelist)
Head of North American Operations, Socialbakers
Yan Rozovsky heads the North American operations of Socialbakers, a leading social analytics technology and services company. Yan has held executive roles at Vitrue (acquired by Oracle), CoreLogic, CMP Media, QuinStreet, SAP and GE Capital. Yan is passionate about digital, social and mobile media, partnering with brands and agencies in driving awareness, loyalty and customer acquisition. Clients include P&G (25+ brands), Nestle, Diageo, Amex, MasterCard, Capital One, J&J, Colgate, Coach, NBCUniversal, Fox, CBS, Pepsi. Yan received his BA and MBA from Brandeis University. Yan is based in NYC and is an avid sports and travel enthusiast. (@YanRozovsky)
Shelby Brea (Panelist) '05
Partner in Brand Strategy, Lippincott
Shelby Brea (Chicago Booth ’05) is a Partner in brand strategy at Lippincott, a global brand strategy and design consulting firm. Shelby manages the development and implementation of comprehensive brand programs for B2B and B2C clients across a range of industries and geographies. Past clients include Blue Cross Blue Shield, Comcast, Dell, Family Dollar, Farmers Insurance, General Electric, Hewlett-Packard, Highmark, KinderCare, Meredith Corporation, Pepsi, USG, Walmart and Weight Watchers.
Jeremy Donovan (Panelist) '02
Group VP of Marketing, Gartner Inc.
Jeremey Donovan (Chicago Booth '02) is Group Vice President of Marketing at Gartner Inc., the world's leading information technology research and advisory company with $1.6 billion in annual revenue. He is the author of 3 books including the public speaking best-seller "How to Deliver a TED Talk."