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DMA: Data and Marketing Association
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Marketing Analytics Enable Better Moments of Truth

Overview

This session will explore three key areas around “moments of truth” – those interactions that often make or break brand loyalty. Accounting for Moments of Truth through Marketing Analytics has proven to be successful for large global brands, a few of which we will discuss. We will look at three main areas that illustrate how Marketing Analytics can be used at each step along the way. First, we will explore how marketers can best plan for Moments of Truth – using marketing strategy and planning as well as other analytical techniques. Next, how do analytical techniques such as segmentation, modeling, forecasting, and predictive marketing techniques lead to better contextual customer engagement during Moments of Truth. And finally, how does a brand iterate on engaging during Moments of Truth in order to optimize the customer experience.

Sponsored by the DMA Analytics Community. DMA members who sign-up for this webinar will automatically be included in this Community to stay informed of future calls.

Speaker(s)

Jonathan Moran

Customer Intelligence Product Marketing
SAS

Mr. Moran is responsible for global marketing activities for all SAS Customer Intelligence solutions. Mr. Moran joined SAS in March of 2008 bringing 7 years of industry experience with him, having worked in Global Professional Services and Sales Support roles at the Teradata Corporation.

Over the past 15 years, Mr. Moran has had the opportunity to not only architect, develop, demonstrate, and implement Customer Intelligence solutions, but he has also had the opportunity to work on-site with Fortune 500 customers across industries helping them solve unique digital marketing business issues.

Mr. Moran graduated from North Carolina State University with an undergraduate double major in Marketing and Spanish Languages and Literatures. Mr. Moran also holds a MBA from North Carolina State University with a concentration in Technology Commercialization.

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