Data-Driven Decisions: Marketing Measurement & Optimization

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Tuesday, May 22 at the Majestic Theatre, 115 King Street, Madison

Networking: 5:00p.m. - 6:30p.m.

Presentation: 6:30p.m. - 7:30p.m.

The pressure is rising on CMOs. By 2015, ROI on marketing spend will be the No. 1 method for determining the function's success. But too often marketers don't ask the tough questions around measurement and communication. Join Neal Campbell, CMO at CDW, for a spirited and thought-provoking discussion on getting to the essence of the data.

A non-traditional marketer who holds a bachelor's degree in Electrical Engineering, Campbell knows how to use the power of data to drive strategic decisions.

But Marketing ROI isn't easy. Only 50 percent of global CMOs believe they are sufficiently prepared to provide hard numbers on metrics, according to recent IBM study of more than 1,700 chief marketing offers worldwide.

Join Campbell as he discusses:

• How his team of 180 marketing professionals achieve awareness, engagement and purchase by focusing on partner scorecards and marketing effectiveness factor.
• Why it's vital to benchmark against industry standards and competitors in your space.
• What must drive every marketing decision in the company, whether it's partner marketing investment, social media or keyword search.

Presenter

Neal Campbell is senior vice president, chief marketing officer and executive committee member of CDW, a leading provider of technology solutions to business, government, education and healthcare.

Campbell is responsible for the strategy and development of CDW's advertising, public relations, channel marketing, marketing intelligence and research, merchandising, microsites, creative services and direct marketing content, along with relationship marketing, corporate communications and e-commerce initiatives including content development, online marketing and e-procurement.

Prior to joining CDW in 2011, Campbell served as chief executive officer of TrafficCast, a provider of real-time and predictive traffic information to Google, Yahoo and others. He also served as executive vice president and general manager of strategic marketing and next generation products for ISCO International. Campbell spent 17 years with Motorola, most recently as vice president and general manager of GSM portfolio marketing and planning for the company's mobile device business.

Campbell earned a bachelor's degree in electrical engineering from Bradley University and an M.B.A. in finance and marketing from Northwestern University's Kellogg School of Management.

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