VisionEdge Marketing

Bring the Art of Storytelling and Visualization to Your Data to Prove and Improve the Value of Your Marketing
2015-10-08 | Austin Convention Center, Austin, TX, United States
Austin Digital Marketing Summit
You’ve probably heard or read this quote by Samuel Taylor Coleridge from The Rime of the Ancient Mariner, “Water, water, everywhere, And all the boards did shrink; Water, water, everywhere, Nor any drop to drink.” Are you wondering what this quote has to do with marketing? Well, like the volume of water in the world’s oceans, the volume of data available to marketers is overwhelming. More new channels, competition, and distinct segments to manage, as well as shorter product lifecycles, greater price transparency, and higher customer experience expectations, are creating an exponential increase in the amount of available marketing data. But unless all of this data can be effectively collected, analyzed and transformed into meaningful and actionable insights, and then used to tell a compelling, actionable story, it is useless, just as salt water is useless when you are adrift on the ocean and parched. With a tsunami of data, the ultimate challenge for marketers is to use the data to create stories. Join this session to learn how to:

Visualize your data in such a way as to foster insight-driven decisions
Communicate marketing’s value.

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Take Your Place at the Head of the Pack: How to Increase Marketing’s Credibility and Influence
2015-10-04 - 2015-10-06 | Convene at 32 Old Slip, 32 Old Slip , New York City , NY, 10005, United States
4A’s Strategy Festival 2015
The pressure on marketing to prove its contribution to the business is not abating. Did you know that about only 1 in 5 marketing organizations can actually answer this question in terms that matter to the C-Suite? And what’s truly scary, is that the rest of the marketers, Sales Enablers and Campaign Producers, are actually falling farther behind! What can you do to make sure you take your place at the head of pack? A Harvard and the Economist Intelligence Unit study conducted with 343 businesses found that the companies who increased their strategic speed improved their top and bottom lines, averaging 40% higher sales and 52% higher operating profits over a three-year period. IBM’s 6th annual study, “Analytics: The speed advantage,” found that speed-driven data and analytics significantly impact business performance. In this workshop you will learn:

The three personas of marketers when it comes to performance measurement and management. You’ll have the opportunity to self-assess which persona reflects your organization.
The two key ingredients that distinguish BIC marketers. You’ll have the opportunity to examine whether your data and analytics demonstrate your business acumen and customer knowledge.
How to alignment and accountability increase your influence and credibility. You’ll have the opportunity to apply alignment and accountability to an existing marketing plan

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How to Use Alignment and Measurement to Increase Your Agency's Value
2015-10-01 | Moxie, 384 Northyards Blvd. NW, Atlanta, GA, 30313, United States
Alignment and Measurement
Want to know what it takes to make your clients love and respect your agency? Want to know how to increase your agency’s value to your clients?

Marketers are under constant pressure to demonstrate more value creation for their marketing programs. With consumer/customer expectations increasing, the competitive landscape growing, the proliferation of new technologies and channels, and the avalanche of data, it takes more than intuition and opinion to justify the appropriateness and effectiveness of communications programs.
You must have a business-centric, outcomes-based, measurable marketing communications plan that is aligned with your client’s targets (business goals, marketing objectives and strategies). Research has shown that companies with an effective marketing plan experience a 24-30% improvement in sales over those without a plan.

To achieve this plan, you need to:

Ensure strategic alignment by asking the right questions and implementing the correct processes
Establish clear deliverables, performance expectations and measurement targets to assess effectiveness
Create, implement and monitor your programs to confirm their effectiveness and demonstrate accountability.

On October 1, join Laura Patterson, President, VisionEdge Marketing, for a jam-packed day devoted to building the skills and tools that marketers want from their agencies:

Create alignment with your client’s business plan through the M.O.S.T (Mission, Objectives, Strategies, Tactics) approach
Utilize the outcome-to-activity approach that leading marketers employ to create clear linkage and evaluation of their marketing programs, marketing investments and business outcomes
Set up appropriate and meaningful measurements to build, monitor and assess your agency’s programs.

This workshop is for agency personnel who want to take their client relationships to a higher level and make their marketing communications programs more effective and accountable.
Throughout the day, you’ll have the opportunity to reinforce your learning via group and individual exercises, providing you with a highly interactive learning environment and culminating in the creation of a business-centric, outcomes-based, measurable marketing communications plan.
Who Should Attend
If you are in a client-facing role and responsible for building or managing marketing communications plans and/or measuring a marketing program’s value, this workshop is a must.

Moving Up the Leadership Ladder with Analytics
2015-09-27 - 2015-10-01 | Seaport World Trade Center, 200 Seaport Boulevard , Boston, MA, 02210, United States
2015 Boston eMetrics Summit
All marketers are digital marketers but to be effective and valuable you need to make your analytics relevant to your business leaders. Analytics can be the key to becoming a change agent provided you understand the bigger picture In this session, Laura sheds light on what it means to live an Analytics Life, how to make your boss look better with numbers and how to live and grow as a marketing analyst in any organization.
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How to Transform Data into Insights to Create a Winning Strategy for Competitive Advantage
2015-08-19 07:30 - 08:00 (America/Chicago) | Online
Demand Metric B2B Marketing Data Virtual Summit
The world is just too dynamic and the pace of change is just too fast for marketers to rely on intuition and experience. Data of all kinds is all the rage.
While the importance of data is well known and marketers are ideally situated to leverage actionable data. Successfully combining data and analysis helps marketing identify new customer segments that will deliver higher profits, current customers with the greatest value potential, and new products that will be the most relevant both to new and current customers.
Yet many marketing organizations experience problems when attempting to translate data into insights and use these to inform strategy. Today’s hyper-competitive business environment necessitates the creation and execution of data-driven strategy.
On August 19th at 8:30am EDT join Laura Patterson, President of VisionEdge Marketing, as she shares a practial approach to effectively leveraging data to drive strategy. Join this session to:

Understand the role of data and analytics
Learn how to properly evaluate data and transform it into actionable insights
Use information to create a data-driven marketing strategy

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Tales from the Marketing Performance Pack Leaders
2015-04-29 09:00 - 10:00 | Online, TX, United States
Marketing Performance Study Results out on April 29th 9:00 AM Eastern Daylight Time
Marketers certainly feel the pressure, not just to stay busy, but instead to prove performance by measuring the value and contribution of the marketing organization to the business. The question the C-suite has for marketing is: “what have you done for us lately?” Marketing faces constant scrutiny regarding its contribution. Did you know that about only 1 in 5 marketing organizations can actually answer this question in terms that matter to the C-Suite? And what’s truly scary, is that the rest of the marketers are actually falling farther behind! If you want to find out whether you’re one of these elite marketers or if you are aspiring to be one, Demand Metric and VisionEdge Marketing will share the 5 key differences that enable the Best-in-Class to excel at performance measurement and management and 4 things you can do immediately to hold our stride or accelerate your pace and close the gap.
Register now by following this link!

Using Analytics to Make Marketing Relevant to the C-Suite
2015-03-31 11:20 - 12:05 | Marriot Marquis, 55 Fourth Street, San Francisco, CA, United States
You’ve invested in collecting data, built numerous marketing models, established an analytics team, even developed a data governance process, but one of the biggest challenges for many marketers is how to translate the value of the data and associated insights into something meaningful to the C-Suite. According to the 12th annual Forrester/ITSMA/VEM study less than 10% of the C-Suite uses the data provided by marketing to make strategic decisions. Laura shares best-practices and practical tips on how to make Marketing and the Data more relevant to the C-Suite.

The Creation, Care and Feeding of an Analytics Center of Excellence
2015-03-19 12:00 - 12:45 | Online
Analytics are key to making your company agile, and to making better market, customer, and competitive decisions. An analytics center of excellence provides the company with valuable insights, protects privacy and brand reputation, and guides the prioritization and selection of opportunities for greatest growth. Join Laura Patterson in a discussion about:
· How an Analytics Center of Excellence make a difference to the company, customers, marketing
· What is an Analytics Center of Excellence, establishing its purpose, and creating the vision
· The key functions and capabilities needed
· The journey’s key stages, associated challenges, and what do you need to do to get to the next step
· What metrics you should select to measure the value and impact of an Analytics Center of Excellence

Creating an Analytics Center of Excellence
2015-03-18 08:15 - 21:15 | Grand Hyatt Tampa Bay, 2900 Bayport Drive, Tampa , FL, 33607, United States
Analytics are key to making your company agile, and to making better market, customer, and competitive decisions. An analytics center of excellence provides the company with valuable insights, protects privacy and brand reputation, and guides the prioritization and selection of opportunities for greatest growth. Join Laura Patterson in a discussion about:

What is an Analytics Center of Excellence, establishing its purpose, and creating the vision
The key functions and capabilities needed
The journey’s key stages, associated challenges, and what do you need to do to get to the next step
How an Analytics Center of Excellence make a difference to the company, customers, marketing
What metrics should we select to measure the value and impact of an Analytics Center of Excellence

No Excuses: Six Best Practices for Making Marketing Relevant to the C-Suite
2015-03-03 09:00 - 10:00 | Hilton San Antonio Hill Country Hotel & Spa, 9800 Westover Hills Boulevard, San Antonio, TX, United States
The presentation focuses on what Best-in-Class B2B marketers do better and differently to improve and prove the value of marketing. Participants learn the Six Best Practices implemented by the BIC. Learn how Alignment and Accountability serve as the cornerstones of success.

Improve Your ROI: Marketing Performance Measurement in 2015
2014-12-11 13:00 - 14:00
Webinar
Marketers, today, can truly become measurable value creators with the right tools and techniques that proactively track marketing performance. Join us for an interactive session as three leading experts in marketing performance measurement share best practices and practical actions that can make 2015 a year of achieving new levels of success as a marketer, with the data to back it up.
To register

Decoding How Best-In-Class Marketers Connect Marketing to Business Value
2014-12-10 10:30 - 12:15 | CFG Webinar
If you’re in the banking industry you’re invited this CFG Webinar;
A select few marketers have “cracked the code” when it comes to proving their value and contribution. These marketers avoid the daily fire-drill. Learn what these top-performing teams do differently from the rest of the pack. This webinar will cover:

Essential characteristics that define marketing organizations who’ve “cracked the code” to become best-in-class
How to overcome a challenge every marketer faces: quantifying marketing’s contribution to revenue
How to make marketing more relevant to executive management

To register

Cracking the Code on Better Marketing Performance
2014-11-14 | DemandCon, San Francisco, United States
November 14
DemandCon
San Francisco, CA

Certain marketing organizations seem to have “cracked the code” of marketing performance. Not only do they drive incredible value for the companies they’re part of, but they can also quantify their value and impact as well as their financial contribution. They know what efforts and investments are work, they can pivot on a dime, and when the unexpected happens, they don’t scramble in department-wide fire drills.
The question is: What do these top-performing teams do differently from the rest of the pack?
Designed especially for marketing leaders, this session addresses:

Essential characteristics that define marketing organizations who’ve “cracked the code” to become best-in-class
How to overcome a challenge every marketer faces: proving marketing’s value
The three types of marketing professionals on your team, and what it takes to lead and motivate each of them
How make marketing relevant to the C-Suite

"Proven Practices for Mapping and Measuring the Customer Experience"
2014-10-23 - 2014-10-24 | Hilton DoubleTree Hotel, San Jose, CA, United States
Information Development World

Creating an Analytics Center of Excellence
2014-10-22 | San Diego Venue, San Diego, CA, United States
Analytics are key to making your company agile, and to making better decisions by understanding scenarios and options. An analytics center of excellence provides the company with valuable insights on the market and customers, protects privacy and brand reputation, and guides the prioritization and selection of opportunities for greatest growth. In this session we’ll discuss:
•Building a business case to develop a center of excellence: how to position it and value it
•How to protect data for customers and the company
•Keys to integrating data from disparate sources
•Understand the role of analytics to improve performance, optimize resources, and generate measurable results

MarketingOps Technology Summit

Measure What Matters: What Separates Value Creators from the Rest
2014-10-15 - 2014-10-17 | AT&T Education and Conference Center, Austin, TX, United States
IABC Southern Region Conference
Thursday, October 16, 2014
Austin, TX

Making Marketing Analytics More Relevant to the C-Suite
2014-10-15 | Austin Convention Center, Austin, TX, United States
Innotech Austin.
You’ve invested in collecting data, built numerous marketing models, established an analytics team, even developed a data governance process, but one of the biggest challenges for many marketers is how to translate the value of the data and associated insights into something meaningful to the C-Suite. According to the 12th annual Forrester/ITSMA/VEM study less than 10% of the C-Suite uses the data provided by marketing to make strategic decisions. Laura shares best-practices and practical tips on how to make Marketing and the Data more relevant to the C-Suite.

"Yield Big Payoff with Marketing and Sales Alignment"
2014-10-08 - 2014-10-10 | Westin Copley Place, Boston , MA, United States
MarketingProfs B2B Marketing Forum

"Making Marketing Analytics More Relevant to the C-Suite"
2014-10-06 - 2014-10-09 | Seaport World Trade Center, Boston, MA, United States
eMetrics Summit: Boston

Webinar: Measure What Matters--Making Marketing Metrics Relevant
2014-09-23 12:00 - 13:00 | Online
For years marketers have attempted to grab the elusive marketing measurement and effectiveness brass ring. And recent research found that the pressure to prove marketing’s value is on the rise.
Despite the wealth of campaign and operationally oriented metrics and the enhancements in technology, only one in four marketers earn high marks from their leadership team for their ability to measure and communicate their value, contribution, and impact. So what do these Best-in-Class (BIC) marketers do differently and better than other marketers when it comes to marketing measurement? How can your agency leverage these best practices for yourself and your clients?
On September 23, join Laura Patterson, President, VisionEdge Marketing, who will help you understand what BIC marketers are doing to master marketing metrics. If measurement is an imperative for your agency or your clients, this Webinar is a must-attend.
Why You Should Attend:

Hear what BIC Marketers do better and differently when it comes to marketing measurement and performance management (MPM)
Understand the concept of marketing metrics and measurement
Learn the categories of various marketing metrics and how they relate to communicating and reporting performance.

Highlights:

Marketing Metrics Abound: Why is this so hard?
Marketing Measurement – What is it?
What BIC Marketers do for Performance Measurement
Accountability: Measure what matters
Introduction to the Metrics Hierarchy
The Secret Sauce: Alignment
Selecting the Right Metrics: A three-part Stakeholder Conversation.

Allocadia/VEM Webinar
2014-09-10 12:00 - 13:00 | Online, TX, United States
Details Coming Soon!

Webinar: The Link Between Performance Management and Value Creation
2014-06-17 10:00 - 11:00 | Online, TX, United States
Join us for this 1-hour webinar as Laura Patterson, from VisionEdge Marketing, and Julie Schwarz, of ITSMA, unveil the findings from this year’s 13th Annual MPM Survey!
You can register by following this link.

"Applying Intelligence to Create Content and Accelerate Revenue"
2014-06-09 - 2014-06-12 | The Pfister Hotel, Milwaukee, WI, United States
AMSP Annual Conference

"No Excuses: 6 Best Practices Connecting Marketing to Business Results"
2014-04-08 | Madison WI Venue, Madison, WI, United States
AMA Madison Chapter Meeting

"Making Marketing Analytics More Relevant to the C-Suite"
2014-03-16 - 2014-03-20 | San Francisco Marriott Marquis, San Francisco, CA, United States
eMetrics Summit–San Francisco
March 16-20th at San Francisco Marriott Marquis, San Francisco, CA

"Taking Your Marketing Measurement to New Heights"
2014-03-13 | DeFabrique, Utrecht, Netherlands
B2B Marketing Forum
March 13th at DeFabrique–Utrecht, Netherlands

"How to Use Marketing Operations to Fulfill Your Organization's Potential"
2014-03-10 - 2014-03-13 | JW Marriot at LA Live, 900 W Olympic Blvd, Los Angeles, CA, United States
Teredata Marketing Summit
March 10-13th at JW Marriot at LA Live, Los Angeles, CA

"How to Use Data & Analytics to Create a Measurable Marketing Plan"
2014-02-26 - 2014-02-28 | Hilton DoubleTree Hotel, San Jose, CA, United States
CMS Wire: Intelligent Content Conference
February 26-28th at the Hilton DoubleTree Hotel, San Jose, CA

"Six Best Practices of Best-in-Class for Creating a Performance-Driven Marketing Organization"
2014-01-16 | National Instruments, Austin, TX, United States
National Instruments MIX Conference
January 16th at National Instruments Corporation, Austin, TX

"Embracing Marketing Accountability Across the Customer Buying Journey"
2014-01-15 12:00 - 13:15 | Austin Chamber of Commerce, 535 East 5th Street, Austin, TX, 78701, United States
BioAustin Seminar: Marketing Challenges in the Life Sciences
January 15 at Austin Chamber of Commerce, Austin, TX
