Steering The Brand Toward ROI: North Star or No Where? (1/11/2019)



Luncheon Event on


Friday, January 11, 2019


Steering The Brand Toward ROI:

North Star or No Where?


Many of us grew up with the John Wannamaker taunt, “Half the money I spend on advertising is wasted; the trouble is, I don't know which half.” For the last thirty years, marketing mix models have been providing answers to Wannamaker’s dilemma. And in more recent days attribution models have added both speed and granularity of delivery, making it possible to evolve from measuring ROI to managing ROI.


But how far has this taken us?  Can we depend upon the strategic ROI estimates from marketing mix models?  Does attribution really help us optimize tactics?  Have we become fascinated with short-term bumps and neglected strategic advantage?  Where is the brand, the consumer?  Have we lost sight of marketing and fallen into the abyss of price driven direct marketing that will drain brand differentiation and leave us all in the commodities business?  Or will analytics help us find strategic advantage and brand differentiation, even in a world where Amazon is the marketplace and consumers have perfect information?


Doug Jensen, VP, CRM and Corporate Marketing Analytics, The ESTEE LAUDER COMPANIES, will share his experience, perspective and outlook.  After his presentation, Doug will be joined by Deep Bhandari, VP - Consumer Insights & Strategy, Henkel Inc., in a collegial chat about the ins and outs of winning acceptance for analytical findings and driving organizational change to improve corporate performance.


To reserve your place, email to:



Luncheon Details:

Meeting date: Friday, January 11, 2019


Time: 12noon – 2:00pm


Where: Yale Club of New York, E. 44th St. & Vanderbilt Ave., 18th Fl.


Luncheon Fees: 

                        (payment at the Door via Cash or a Check only)

$65 – MRC Current & Life Members

$75 – Guests


For Reservations: Email to:


Reminder:  MRC Active Members MUST ATTEND AT LEAST FIVE (5) luncheon meetings per program year to maintain their membership status.



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