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Targeting your Campaigns and Increasing your ROMI with Data Driven Marketing!

When 162 senior executives were asked about data-driven marketing… “64% of survey respondents “strongly agree” that data-driven marketing is crucial to success in a hyper-competitive global economy”

But… What is Data Driven Marketing and Why is it So Important?

In a time of rampant data collection, how do we make the best use of the knowledge we gather to create exceptional CX while delivering to the bottom line?  How do we gather and use The Right information that will help to create increasingly targeted campaigns which deliver a better ROMI?

Join our panel of experts as they share data-driven marketing strategies and experiences that play a crucial role in establishing extremely robust and very targeted marketing campaigns.

From this panel you will learn:

• Examples of different types of data and how they can be applied to organizations of all sizes and types.
• What success marketers are DOING with all that data.
• Real life data-driving marketing success stories – and maybe a couple of failures too!

Panel Members

Cameron Sullivan, Director of Strategy & Sales – LoKnow

Cameron Sullivan is the Director of Strategy and Sales for LoKnow, a marketing-tech firm specializing in hyper-targeted media, data harvesting and audience creation. Using LoKnow’s proprietary data collection technology, Cameron takes pride in interpreting data from coast-to-coast to build the ideal audience for clients like Tommy Gun’s Barbershop, Co-op and Salvation Army. Together with the LoKnow team, he sifts through terabytes of data to find key insights for the creation and optimization of digital campaigns. LoKnow’s campaigns drive measurable success, empower clients to achieve their business objectives and understand how their target markets interact with the real world.

Denise Gohl-Eacrett, Director, Brand & Customer Experience at Fountain Tire

As Director, Brand and Customer Experience, Denise is responsible for consumer communications from awareness through to long-term customer relationships across 160 stores in Canada. Her team uses data to influence store planning and acquisition, design highly-targeted marketing campaigns and continually refine the customer experience to deliver on the company’s brand promise: “We’re on this road together.”  Since joining Fountain Tire in 2012, Denise has leveraged data-driven marketing strategies to creatively bring the company’s brand to life.

Prior to joining Fountain Tire, Denise led marketing for a national industrial machinery company. She holds a Bachelor of Business Administration with a specialization in marketing and management from the University of British Columbia and The Leader’s Discipline™ certification from the Roy Group.

Michael Roberts, Sales Director, Customer Experience at Adobe

Mike has an 18-year career leading and executing with high-performance sales teams in the technology and consulting space.  Mike joined Adobe 2 years ago and is focused on partnering with some of the greatest brands on the planet to drive digital transformation through leveraging Adobe’s best in class Marketing Cloud Technology. Mike is focused on developing the Energy and Utilities spaces along with the other sectors in Western Canada with a primary focus on Alberta.

He and his family have just moved back to Calgary, and he is excited to get Adobe far more connected in the Alberta sector to support the exciting experience-driven marketing initiatives out here.

Morgan Melnyk, Marketing Manager MNP

Morgan manages the marketing strategy for MNP, the largest insolvency firm in Canada, which provides both consumer insolvency and corporate recovery services in 17 regions.  Morgan believes that a holistic marketing strategy based on research, analysis, optimization and ultimately accountability is fundamental to achieving (and exceeding) your business objectives.

For nearly 10 years, he has worked in Calgary developing marketing strategies and feasibility studies for a variety of industries, including professional services, technology, energy, retail and environmental. Most notably, Morgan has helped MNP to significantly increase their consumer insolvency market share across Canada as well as overseeing market expansions in Eastern Canada.

Patty Gibson, Digital Marketing Manager Husky Energy (Retail)

Patty Gibson is the Digital Marketing Manager for Husky’s Retail business, responsible for creating high-impact digital and mobile marketing strategy and programs. Patty has most recently been responsible for the vision, project leadership and marketing execution for the myHusky App – Husky’s first consumer-facing mobile app, launched in 2018.

She has worked in digital marketing for over 15 years in industries ranging from an e-commerce startup to non-profit to the energy industry. Patty understands the critical nature of data-driven marketing gained from her increasingly complex roles in social, communications, and B2C marketing strategies.

Clare Forster, Director, Content Strategy DAC – MODERATOR

Clare oversees the global Content Strategy practice at DAC – a leading digital performance agency. Her days are spent floating between analytics, consumer insights and creative thinking to help brands craft long-term content strategies that solve complex business problems.  Prior to DAC, Clare worked at large digital and creative advertising agencies including Match Marketing Group, Publicis, McCann and Isobar, where she led integrated content strategies for clients including Rogers, CBC Sports, PepsiCo, West Jet, Nestle, LG, Air Miles, Absolut Vodka, Home Depot, Canada Post and more.

Her work has been recognized by the Marketing Media Innovation Awards, winning a Gold MIA for best in consumer engagement for Absolut Vodka.

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