MARKET RESEARCH COUNCIL, INC.
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: firstname.lastname@example.org
Meeting date: Friday, January 11, 2019
Time: 12noon – 2:00pm
Where: Yale Club of New York, E. 44th St. & Vanderbilt Ave., 18th Fl.
(payment at the Door via Cash or a Check only)
$65 – MRC Current & Life Members
$75 – Guests
For Reservations: Email to: email@example.com
2018-2019 Winter/Spring - Luncheon Dates
January 11, 2019
Feb. 22 March 15
April 26 May 17
Visit our website at http://www.mrcouncil.org/