Marketing Operations meets Predictive Analytics at Predictive Analytics World in San Francisco. As one of just two speakers on the thought leader track, I'll discuss the symbiotic relationship between these two evolving disciplines on February 18 from 5:10-6:00 p.m. Here's a sneak peak at my topic:
Marketing Operations: The Engine Behind Predictive Analytics
The holistic application of predictive analytics to create a smarter, more agile enterprise is unquestionably attractive, even sexy. But predictive analytics cannot fulfill its considerable promise without a strong Marketing Operations (MO) organization behind it to give it direction, meaning and opportunities for practical application.
What the heck is Marketing Operations and why should I, as an astute modeler and analyst, give a damn? While the definition and perceived value of MO varies from one organization (and one CMO) to another, one truth is self-evident: Those organizations that choose to ignore the need for MO will continue to operate in functional silos that constrain their ability to be proactive, consistent, scalable and to deliver sustainable results.
On the other hand, those serious Marketing organizations that embrace a new MO can overcome unmanageable complexity and the perception of being a cost center to deliver Marketing excellence. By leveraging process, technology, guidance, metrics and powerful tools like predictive analytics, Marketing Operations enables truly integrated and aligned Marketing that serves the enterprise as a strategic asset, a growth driver, an accountable business function and a navigator of change.
Other Great Speakers Makes Predictive Analytics World the Place to Be Next Week
I'm truly honored to share the spotlight with many distinguished speakers. Here's a sampling:
* Jun Zong, VP Targeting and Analytics, Card Services Customer Marketing, Wells Fargo
* Dr. Sugato Basu, Senior Research Scientist, Google
* Dr. Vijay Desel, Principal Scientist, SAS
* Dr. Usama Fayyad, Chief Data Officer and Executive Vice President of Research & Strategic Data Solutions, Yahoo!
* Dr. John Elder, CEO and Founder, Elder Research
* Traci Chu, Director CRM, Bella Pictures
* Alex Kinney, Distinguished Marketing Director, Lifecycle Marketing, Sun Microsystems
* Kim Larsen, Director, Advanced Analytics, Charles Schwab & Co.
* James Taylor, CEO, Decision Management Solutions
* Dr. Andreas Weigend, former Chief Scientist, Amazon
There's even another guy named Katz (David) who is a pioneer in applying statistical models and database technology to marketing problems.
Kudos to Dr. Eric Siegel for putting together such a superb cast of speakers.
For more information, visit the Predicitive Analytics World website.
Hope to see you there!
Gary
