Register to attend this live web event brought to you by VisionEdge Marketing and Cognos. Useful for any CMO, marketing executive and/or professional that wants to understand what today’s CEOs expect in terms of marketing accountability, the implications of these expectations on marketing executives (especially the CMO), and specific metrics recommendations that should included on every CMOs dashboard.

The marketing function competes with every other function in the company for a limited pool of dollars. The more marketing can quantitatively demonstrate its value, the more of these precious resources it can secure. Marketing can be measured more precisely today than ever before, meaning marketing executives can no longer claim the opposite. The question today isn’t can marketing be measured, but what should be measured and how should these measurements be communicated to the CEO.

Attend this webinar to:

• Learn what it means to have a “measurement culture” that drives your marketing success
• Understand what today’s CEOs expect in terms of marketing accountability
• Explore the implications of these expectations on marketing executives, especially the CMO
• Identify specific metrics recommendations that should be included on ever CMOs dashboard
• Learn what business intelligence infrastructure is needed to drive a metrics dashboard

Title: Measuring Marketing Performance – Thinking Like The CEO
Date: Wednesday, November 9, 2005
Time: 12:00pm – 1:00pm U.S. Central Time

Speakers

Jim Garrity – Luminary

Chief Marketing Officer, Wachovia

Jim Garrity is the Chief Marketing Officer of Wachovia Corporation. Since 1997 he has provided Wachovia executive leadership to integrated marketing activities, including advertising, brand positioning, corporate identity, market research, merchandising, creative services and sports/event marketing. Prior to joining Wachovia, Garrity was Vice President of Communications for Compaq Computer Corporation. Previously he held a variety of sales and marketing management positions for more than 20 years at IBM.

Speakers

Laura Patterson

President & Author, VisionEdge Marketing

Laura Patterson is President and co-founder of VisionEdge Marketing, Inc., a research-based metrics-focused marketing firm that specializes in helping organizations create a competitive advantage designed to attract, secure and retain profitable customers. Laura brings over twenty-five years of marketing experience to her customers. Author of over 20 published marketing and branding articles and two books, Gone Fishin’ and Measure What Matters, Laura has served on several non-profit boards and has been a guest lecturer at various universities.

Speaker

Michael Smith

Manager, BI and Data Warehouse – WW IT, Cognos

Michael has been a key member of the Cognos products team for over 5 years and is responsible for the Cognos Scorecarding portfolio. He has worked with a variety of industry analysts and technology publications studying how organizations are successfully leveraging scorecarding solutions. He worked extensively with Global 3,500 organizations and the public sector organizations implementing Cognos performance management solutions. Michael is an active member of the Balanced Scorecard Collaborative, as well as other industry organizations focused around performance management.