Dallas Executive Luncheon – Measuring the ROI of your Digital Marketing Campaigns

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Marketing executives are facing increasing pressure to drive revenue for their companies and prove digital marketing ROI. To meet these growing expectations around revenue and growth, marketing leaders need to have solid strategies and tools in place to help them demonstrate the tangible value that marketing brings to the organization.

• Evaluating the right data to collect so that it can be linked to business outcomes
• The most important digital metrics that link to campaign ROI for different types of campaigns
• Experiences with digital analytics tools, technologies and platforms
• How to measure marketing impact across devices and over integrated campaigns
• Communicating with stakeholders and creating a digital marketing dashboard
• Developing and drawing insights from your digital data

Jeff Rosenfeld – Neiman Marcus Group

Jeff is currently Vice President of Customer Insight and Analytics for The Neiman Marcus Group. He has more than 16 years of experience in advanced analytics and customer insight with a focus in retail business-to-consumer marketing. He has expertise in customer segmentation, media mix attribution, statistical modeling, targeted marketing, experimental design, data mining, web analytics, data visualization, business intelligence, market research, big data, and leading large analytics teams. Jeff has gained industry and corporate recognition for his innovation in the analytics space, including for cross-device media attribution and probabilistic identity graphs. Jeff also teaches Insights, Storytelling & Analytics Management as part of SMU CAPE’s Digital Analytics & Insights Certificate Program www.smu.edu/digitalanalytics

Jeff has a BA in anthropology from Brandeis University and an MBA with a focus in decision science from the Goizueta Business School at Emory University. Jeff has been a guest speaker at several conferences and panels throughout the country talking about topics such as digital media ROI, text mining, market research online communities, and personalization.

Brad Pitzele – Gamestop

Brad Pitzele is the Senior Director of Marketing Strategy, CRM and Analytics for GameStop Corporation. In this role, Pitzele is focused on the strategy and delivery of CRM and marketing programs by leveraging data to craft highly relevant and personalized experiences that drive increased loyalty and sales. Pitzele has more than 15 years of strategy experience, with over 10 of those years focused in retail. Prior to joining GameStop, he has led similar initiatives for companies like Motorola and Guitar Center and has been well known for his ability to skillfully leverage data to solve complex business problems.

Teri Guill – Senior Manager, Customer & Digital Marketing Analytics

Teri is currently Senior Manager of Customer & Digital Marketing Analytics at Hilton, supporting analytics operations across Hilton’s CRM, loyalty and online marketing functions. In this role, Teri is focused on building a robust analytics practice and delivering actionable insights and stories to support data-driven marketing decisions and better customer experiences. She has a decade of experience in marketing and analytics roles; in her tenure with Hilton, Teri has led hotel eCommerce analytics, supported analytics platform transition, and helped improve digital marketing activity tracking, measurement and attribution. Teri is a past president of Social Media Dallas and serves on the board of the Friends of the Carrollton Public Library. She has BA degrees in English and Art from the University of Texas at Austin.

Ryane Askew – JC Penney

Ryane Askew is a digital leader specializing in digital strategy, web analytics, ecommerce, digital marketing, and site testing & optimization. Her experience has spanned both client and agency sides of the business where she has built and led digital analytics programs for multiple organizations including La Quinta, Pier 1 Imports, and iProspect. She is passionate about analyzing complex systems and producing innovative solutions to big business challenges, and excels in bridging the gap between technical and strategic sides of the business. In her current role as Senior Manager of Digital Marketing at JCPenney, she leads numerous multi-million dollar marketing verticals including Product Listing Ads (PLAs), Google Analytics, and marketing tag management.

Ryane is also a founding member and Board President of Women In Digital DFW. Other notable Ryane-facts: she’s a lifelong musician, dinosaur fanatic, soccer player, and quintessential ENTP!

Panel Moderated by Cameron Gawley

Cameron Gawley is the Co-Founder and CEO of BuzzShift, one of DFW’s leading digital strategy and analytics agencies employing team members who are some of Dallas’ best ‘analytical creatives’.  Cameron has successfully built a team and a culture that can tackle almost any marketing challenge with outside-the-box, data-informed solutions. BuzzShift partners with clients as varied as Verizon and the National Breast Cancer Foundation, designing programs that connect with people individually and yet are measurable, trackable and scalable. Cameron also teaches Digital Marketing Analytics, a part of SMU CAPE’s Digital Analytics & Insights Program www.smu.edu/digitalanalytics

Cameron is also highly engaged in the DFW community actively encouraging local innovation by mentoring at the Dallas Entrepreneur Center, acting as an angel investor for early-stage startups and serving on the board of several professional associations and non-profit organizations.  He is a founding member of the Social Media Club of Dallas, and Board Member for the American Advertising Federation of Dallas. Most recently, Cameron was selected by the US Embassy to serve as the keynote speaker at the Project Disrupt Conference in New Zealand.  He is also passionate about cause marketing, and has worked with nonprofit organizations throughout his career to help them reach their world-changing goals.

Cameron ranks as #5 on Business Insider’s list of the 25 most influential ad execs on Twitter. He has a BA in Journalism, Marketing and Advertising from the University of North Texas.

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