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DMA: Data and Marketing Association
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8 Requirements for Powerful BtoB and BtoC Communities: Important Community Research Insights and Innovations at Gilt

Overview

Communities are one of the most powerful and highest ROI initiatives for marketers. 92% of BtoB and BtoC buyers read online reviews to inform buying decisions.
DMA Marketing Hall of Famer Ernan Roman will present 8 actionable requirements for achieving effective BtoB and BtoC Communities. These requirements are based on thousands of hours of VoC research conducted by his firm for companies including IBM, MassMutual, Gilt, QVC, HP, Microsoft and Norton AntiVirus. Webinar attendees will also learn the transformational definition of Community which emerged from the VoC research. Ernan will be joined by Bill Kinneman, Senior Director, Marketing Analytics and Customer Insights at Gilt. Bill will discuss the strategies used by this innovative e-commerce marketer to achieve a holistic and omnichannel Community experience to drive increases in retention and repeat purchases.

BONUS! All registrants will be entered into a drawing to win one of three autographed copies of Ernan's book: Voice-of-the-Customer Marketing! Winners will be randomly selected at the end of the webinar and you must be present for the entire duration of the presentation in order to win.

This will be an interactive presentation! Please send your top 3 questions or areas of interest related to this presentation in advance to Laura Gigliotti at lgigliotti@the-dma.org so we can ensure Ernan and Bill cover them in their presentation.

*DMA members who sign-up for this webinar will automatically be included in DMA's Customer Engagement & Loyalty Community. This network is a peer-to-peer, no fear zone. Membership consists of many brand names who are able to ask questions at any level without trepidation. Our question and chat functions will provide anonymity or you can use the 'Raise Hand' feature to verbally interact with our panelists.

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Ernan Roman

President
ERDM

Ernan Roman was inducted into the DMA Marketing Hall of Fame based on the results companies achieve with ERDM's VoC research-based CX strategies. ERDM conducts specialized VoC research to identify CX strategies that generate significant increases in revenue. Clients include IBM, MassMutual, Gilt, QVC, HP, Microsoft and Norton AntiVirus. His influential blog Ernan's Insights on Marketing Best Practices appears in Forbes, Huffington Post, CMO.com, CustomerThink and Business2Community. Named by the Online Marketing Institute as one of the 2014 Top 40 Digital Luminaries and by Crain's B to B Magazine as one of the 100 most influential people in Business Marketing. Ernan's latest book is titled Voice of the Customer Marketing. His other books are Opt-in Marketing and Integrated Direct Marketing.

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Bill Kinneman

Senior Director, Marketing Analytics & Customer Insights
Gilt

Bill joined Gilt in 2015 and manages the Marketing Analytics and Customer Insights team. His focus is on revenue opportunities that come from a careful marrying of quantitative measurement (cohort tracking, A/B tests) with qualitative customer research (focus groups, user panels and interviews). For over 20 years, he's worked on a broad sample of analytical disciplines, including inventory optimization, operational process improvements, data warehouse builds, metadata management, campaign performance and LTV modeling. Prior to joining Gilt, he spent 3 years as the Director of Marketing Analytics at Rent the Runway. Bill has also been active in sharing his analytics expertise with e-commerce start-ups by serving on the advisory board to Coupang since 2012 and on the Operating Partner Network of Primary Venture Partners.

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