Dallas CMO Collective
May 9, 2012 | The Ritz-Carlton Dallas

In our pursuit of the elusive secret to improved ROI, we fail to realize that we are looking in the wrong place and chasing our tails. It is time to concede that the historical communication philosophy and model we work from is flawed. It is not set up to deliver the ROI outcome we are all chasing. Instead of trying to make it work while beating our heads against the wall – we need to move on and develop alternative models that better reflect the reality of marketing today. Clive Sirkin, a veteran Advertising Executive and now Senior Marketing Officer of Kimberly-Clark, will offer a perspective on how to challenge your current thinking on improving your marketing spend ROI.

Hosted By: TRIS3CT

Sometimes, ad technology companies become so focused on building the best, most powerful technologies, that many of us forget that these technologies are only as valuable as the problems they solve for the marketer. How can math and technology actually solve the problems brands face every day? How can all the buzzwords and acronyms translate to moving product off shelves? How has technology bridged the gap between direct response and brand advertising?

Mike Peralta, CRO at MediaMath, will present a brief overview of how brands are building stories with technology–and actually using it to measurably move product off shelves.

Hosted By: MediaMath

Confronted by the increasing influence of social media, the escalating demands of more empowered customers and the rapid pace of a more digitally-driven world, Chief Marketing Officers—and the teams they lead—are grappling with sweeping market forces that have the power to radically change the way they create and deliver value to their customers. IBM sought the perspectives of CMOs from around the world. IBM conducted more than 1,700 in-depth, face-to-face interviews with CMOs from companies of various sizes, across a wide range of industries and regions. Hear the findings from our 2011 Global Chief Marketing Officer Study and learn how these findings can help you gain a competitive advantage in the new marketing landscape.

Hosted By: IBM

What if we told you that this time next year instead of seeing media companies like Yahoo!, Google, or Weather.com on your online media buy, you might see names like Amazon, Walmart, Panasonic or Mastercard?
 
Advertisers are forecasted to spend an estimated $39 B online this year, $52 B by 2014.  Seeing the potential revenue opportunity, major retailers and brands are launching online media companies and transforming their media assets into paid online advertising opportunities.   Whether it’s selling display advertising on their website, or using their consumer data to create vertical ad networks, these companies are poised to become major players in the digital advertising space.

In this presentation, Jay Habegger will explain how today’s technology and online advertising landscape are fueling this rapidly growing trend, how this will impact the future of online advertising, and what the opportunities and challenges are for you to follow suit.

Hosted By: OwnerIQ, Inc.

The Center for Customer Insight and Marketing Solutions (CCIMS) at the McCombs School of Business offers real-world opportunities to experience live marketing roles with actual results responsibility. The first effort is being piloted by two Marketing Fellows MBA students who are working as the brand team for the chocolate drink Yoo-hoo, a Dr Pepper Snapple Group (DPSG) brand. The team is developing a strategic marketing plan that will be presented to DPSG in May, and then implemented in the Fall of 2012.

In order to make the experience as true-to-life as possible, DPSG has engaged the student team and their coach on a consultant basis. Jim Trebilcock, CMO at DPSG, states, “This innovative brand management program will not only provide a unique learning experience for the students, it will also provide DPSG with an efficient way of developing brands in our portfolio that have growth opportunities, but don’t receive attention.”  Join us as we take you through the outline of this exciting marketing breakthrough.

Marketers are under immense pressure to drive successful change in their organizations.  The proliferation of new channels, market disruption impacting virtually every industry, pressure to deliver marketing ROI in today’s economy, combined with customers’ growing appetite to engage with brands, are forcing CMOs and marketing teams to constantly reinvent their roles and drive revolutionary change. For the last several years, Paige O'Neill, VP, Marketing, has traveled the world meeting with C-level marketers at some of the world’s most admired and successful organizations to hear directly from them on how they are successfully driving change. Join your peers for a highly interactive discussion on how to leverage industry disruption to drive successful change.

Hosted By: Aprimo

The year is 2015 and you’ve been capturing customer and prospect behaviors for more than a decade via websites, mobile devices, social networks, in-store, in-transit, and more. Innovators started acting on this data in breathtaking ways in 2011, and by 2015 they are the market leaders. We know the simple formula to it: individualized experiences = behavior + cloud analytics + automation + content…but do you know what to do next and how to bring this to life? Get ready for 2015 with behavioral marketing current and future practices.

Join Eric Holmen, SVP of Sales and Marketing for Silverpop, as he leads a discussion around current leading practices and introduces the idea of having “marketing engineers” working alongside your creative directors. Just as your CFO manages every dollar through ROI, so too will marketers manage every individual through Return on Relationship. By the end of the conversation, you will have several specific tactics to drive revenue that you can begin implementing now.

Hosted By: Silverpop

As literally the last industrialized nation in the world to have a national tourism entity, the United States Corporation for Travel Promotion—a.k.a. "Brand USA"—is now working to capture a bigger share of the growing global travel market. In this exciting, evocative and innovative session, you'll learn about the marketing strategy for Brand USA: how accelerated global tourism will benefit our economy, add export-proof jobs, and how it can benefit your brands as well.