The 2011 Meeting of the Minds webcast series will feature a world-class group of academics from leading business schools and senior marketing executives from Fortune 1000 companies. This unique group will share their thoughts and observations from their experience in the boardrooms and the classrooms of the world about how marketers can better demonstrate the value that marketing creates for shareholders.
These prolific minds have been recognized as leaders in making the connection between marketing efforts and payback. Aside from directing the marketing efforts in many successful companies, this group has authored many of the most read and respected marketing books and journal articles. Collectively, they represent the best in class in measuring marketing efforts.
About the Webcasts
|February 4, 2011
||Rob Malcolm, Former President, Sales and Marketing, Diageo and Wharton Business School
||Building a Measureable Platform for Brand Development
As president of sales and marketing at Diageo, the world’s largest spirits manufacturer, Rob Malcolm was responsible for such recognizable brands as Smirnoff, Johnnie Walker and Guinness (to name a few). Rob will share with us the steps he took to build and integrate a brand measurement platform at Diageo, giving insight into what worked and more importantly, what didn’t.
|January 7, 2011
||Dominique (Mike) Hanssens, Bud Knapp Professor of Marketing, UCLA Anderson School of Management
||Everything We Know About Measuring Marketing Effectiveness in One Hour?
Over the past 50 years, leading academics have studied all aspects of marketing’s impact on overall company performance. Mike Hanssens has tried to distill this down into a single paperback book – Empirical Generalizations about Marketing Impact - and in this event will provide us with a one-hour overview of how marketing drives company performance.
|November 5, 2010
||Jim Sterne, Founding President & current Chairman, Web Analytics Association and author of Social Media Metrics: How to Measure and Optimize Your Marketing Investment
Pete Fader, Frances and Pei-Yuan Chia Professor; Professor of Marketing; Co-Director, Wharton Interactive Media Initiative, Wharton School of Business, University of Pennsylvania
|Measuring and Improving the Value of Social Media
Measuring marketing efforts has never been more important. But with the expanding investments being made in social media, showing the effect that these efforts have on the business is critical. Jim Sterne and Pete Fader will combine their vast knowledge of social media and take a close look at the efforts currently being used to measure social media, and discuss what’s working and (more importantly) what’s not.
Access the Archive
More information about upcoming events in this series will be posted as it becomes available. To learn about the 2010 series and view the webcast recordings, click here.