Roundtable
Relevance=ROI.
Turning Data Into Great Creative
hawkeye is pleased to present and discuss how to transform data into more relevant and impactful creative campaigns. Th
e panel will present examples, best practices, applications and inexpensive solutions that allow marketers to import data seamlessly into direct mail, email, web, micro site, purl, telemarketing and direct/indirect sales communications, and significantly boost campaign performance, sales and overall ROI in the process.
Key take-aways from this session will include:
- Examples of highly personalized online/offline/alternative channel communications that have improved marketing and sales performance
- How to apply common data elements to customize and improve advertising relevance:
- Defining and identifying the right CRM and content management solution to optimize creative impact
- Developing multi-touch & channel communication strategies to maximize marketing performance
- Managing and delivering personalized communications throughout the entire marketing and sales process
- Measuring performance
- Personalized sales solutions to cultivate B & C scored leads
By attending this roundtable, participants will walk away with a much clearer and manageable approach on how to leverage data to improve creative performance.
Speaker(s)
Michael Carney
Chief Marketing Officer
Mike is a 27-year marketing veteran with considerable experience developing integrated campaigns that enhance ROI performance. He believes that initiating conversation and creating relevant dialogue with a prospect/customer is the key to marketing campaign success. He helps hawkeye cultivate opportunities to move prospects through the sales process, as well as develop strategies that improve client campaign optimization. Knowing that not one channel or approach works with all prospects, Mike is multifaceted in his philosophies and approach to enhance marketing ROI. Mike has worked in the travel, finance, manufacturing, technology, retail, automotive and insurance industries and led strategic campaign development for clients such as American Express, Continental Airlines, Hewlett-Packard, MCI, Microsoft, The Ritz-Carlton Club, Samsung, Volkswagen and Wachovia, to name a few.
John Hill
Managing Director – Creative
His approach to creative is to analyze customer and prospects alike, understand what makes them tick, then motivate them to think or do what clients desire. John may have won more than 100 industry awards in the past 22 years, but his greatest passion is developing creative that lives up to the following: it’s original, it connects, it’s compelling, it tells a story, it’s on strategy and it delivers ROI. His experience covers a wide range of industries, from telecommunications to B2B to food and beverage and travel, including clients such as 7-Eleven, Agilent Technologies, Alltel, AT&T Wireless, Computer Associates, Dos Equis, Dr Pepper/7UP, Intuit, Labatt Blue, Make-A-Wish Foundation, NCAA, Nokia, Pizza Hut, Snapple and Travelocity.
