Transformational Marketing – Leveraging Marketing to Drive Profitable Growth and Create a Strategic Advantage
Facilitator: Dr. Mark Jeffrey, Kellogg School of Management
Today’s marketing executives are challenged with how to do more for less while driving revenues and profitability. Learn how data-driven marketing has emerged as the newest strategy for delivering greater marketing ROI-with case studies from Microsoft, DuPont, DSW, Philips, Google, Navistar, and Porsche.
Join Us as we learn practical insights and highly relevant content on how to improve the performance of our company’s marketing right now!
Four specific outcomes you will learn by attending this event:
- The difference between the leaders and laggards based on Kellogg research of 250 firms capturing $53 billion of annual marketing spending
- How to optimize the spectrum of marketing activities including brand and direct marketing
- Agile marketing – how designing agility into campaigns dramatically improves performance
- How to leveraging social media and the web to amplify campaign performance
Author, researcher and professor Mark Jeffery from the Kellogg School of Management will share the results of the latest ground-breaking research and gain valuable insights from his new book, Data-Driven Marketing – The 15 Metrics Everyone in Marketing Should Know.
Mark Jeffery is the Director of Technology Initiatives and Senior Lecturer in the Center for Research on Technology and Innovation at the Kellogg School of Management, and the Managing Partner of Agile Insights LLC a marketing and technology consultancy.
Mark has recently surveyed 252 Fortune 1000 firms on strategic marketing performance management, capturing $53 billion of annual marketing spending. He has also previously surveyed 179 Fortune 1000 firms and 44 Federal Government agencies on IT management best practices, capturing $70 billion of annual IT spending. His consulting practice focuses on enterprise performance management, unlocking business value from marketing and IT, and data-driven marketing strategy and execution.
Mark directs multiple Kellogg executive programs including Strategic-Data Driven Marketing and Driving Strategic Value from IT. He also teaches in the Kellogg executive MBA program and in many custom executive programs at organizations including Microsoft, DuPont, Sony, Nissan, and Philips. He has also designed and delivered best practice workshops to Blue Cross Blue Shield Association executive leadership team and the US. Department of Veterans Affairs managers. In 2008 Mark launched the Kellogg Technology Strategy Summits, an intense knowledge-sharing forum for CXO and VP level executives.
Mark is frequently invited to give keynote presentations at executive conferences. For example, he recently keynoted on Transformational Marketing: Leveraging Marketing to Drive Profitable Growth and Create a Strategic Advantage, at the Dow Chemical senior leadership summit in Dusseldorf Germany. He was also invited to facilitate and chair the CEO executive summit The Story of Engagement: A Roundtable on the Art of Leadership held at Pebble Beach. Other conferences keynotes include the Teradata Partners Conference Executive Track in Las Vegas, the Mercury/Accenture Optimize IT Governance Executive Summits held in San Francisco, Chicago, Atlanta, New York and Chicago, the NCR Senior Open Drive for Success executive event.
He has more than 30 publications in management, scientific, and technology journals, as well as four book chapters including the chapter on return on investment analysis in the Wiley 2010 Handbook of Technology Management. Mark has also developed 25 original Kellogg case studies distributed through Harvard Case Publishing. His first book, Data-Driven Marketing – The 15 Metrics Everyone in Marketing Should Know, was published by John Wiley and Sons in 2010.
Consulting clients include Microsoft, Dow Chemical, Teradata, Mayo Clinic, The McGraw-Hill Companies, Navistar, Waste Management, Blue Cross Blue Shield Association, AAA Northern California, CCCIS, US. Department of Veterans Affairs, and the US. Navy e-Business Operations Office.
He holds a Ph.D. in theoretical physics from Drexel University (1991) and an MBA from the Kellogg School of Management (2001).