Never before have marketers had more data and tools at their fingertips to optimize performance…but are we? And if we are optimizing our tactics, can we stand in front of the CEO and say for certain they’re having a measurable impact on the bottom line?
Transformation of talent and organizational processes have not kept pace with the exponential growth in digital marketing channels and the data we yield from them. And so, the gap between what is measurable vs. what is actionable continues to widen.
In this session, Joe Papa, Director of Channel Marketing at AT&T, will lead a candid discussion about what is driving that knowing/doing disconnect, how to begin to set up a framework narrow that gap, and practical steps that can be taken by any marketer to more strategically leverage the power of marketing analytics.
- Discuss the real purpose of marketing analytics
- Understand the source of power in analytics (hint: it’s not in the numbers)
- Learn how to better position yourself to get that next round of marketing budget dollars
- Explore a framework to understand which metrics work best depending on urgency-to-know vs. strategic value
Thursday, October 4, 2018 | 6:00 – 8:00 pm
Price Modern | 2604 Sisson Street | Baltimore, MD 21211
6:00 – 6:30 pm | Registration and Networking
6:30 – 7:30 pm | Presentation and Q&A
7:30 – 8:00 pm | Networking
Meet the Presenter
Director of Channel Marketing, AT&T
Joe has spent his career leading marketing teams driving the growth of billions in revenue for AT&T Business Solutions. Currently, Joe is Director of Channel Marketing for AT&T’s multi-billion-dollar Integrator Solutions segment responsible for business development, joint go-to-market execution, and sales activation for some of AT&T’s largest and most complex clients.
Combining the analytical skills developed from his undergraduate degree in Engineering and Physics from Stevens Institute of Technology with his experience in sales and marketing roles at AT&T, Joe had also lead the Marketing Analytics group for all AT&T Business Solutions. In this role, he built one of AT&T Business Solutions’ first comprehensive marketing ROI analytic platform and process by which to discipline and optimize the $100s of millions of dollars being spent on B2B marketing across channels.
Passionate about data-informed marketing, Joe is an active speaker on Marketing ROI to further the conversation about how we, as marketers, can strike that balance between the creative and the analytic.