Behind the Scenes: Gartner Digital Marketing Conference 2017

May 24, 2017 - By Wayne St. Amand, CMO, Visual IQ

Behind the Scenes: Gartner Digital Marketing Conference 2017

In May, Gartner hosted its second annual Digital Marketing Conference. The two-day conference was held in San Diego and drew several hundred senior-level marketers. The engaging lineup of speakers included L’2 Founder & Chairman Scott Galloway, Tech Entrepreneur Josh Linkner, Award-Winning Photographer and Master Storyteller Platon, and a number of well-known Gartner analysts. ​

​The conference’s official theme was “ Marketers Take the Lead: Managing Change, Risk & Opportunity in the Era of the Empowered Consumer ,” with speakers emphasizing the importance of leveraging data and analytics to inform and advance marketing and advertising strategies.

If you can’t understand consumer attributes and how different audiences interact with your brand across channels and devices, then you can’t optimize your budget across touchpoints or deliver coordinated marketing messages and experiences that maximize results

​Among the event highlights was a panel discussion moderated by Visual IQ, “Marketing Intelligence: Solving the Puzzle of People-Based Marketing.” Led by Visual IQ CEO Manu Mathew, the panel featured marketers from Petco, Roku and SAP sharing their experiences using multi-touch attribution to understand the consumer journey and measure marketing performance. The panel stressed the increasing importance of audience and the ability to measure marketing and advertising tactics in combination with customer and prospect attributes. Their message to the crowd: if you can’t understand consumer attributes and how different audiences interact with your brand across channels and devices, then you can’t optimize your budget across touchpoints or deliver coordinated marketing messages and experiences that maximize results.

Each panelist also spoke about their use of Visual IQ’s marketing intelligence platform and its impact on the success of their marketing and advertising efforts. Highlights included: ​

  • Lisa Flosznik, director of demand marketing at Roku, revealing how her team was able to uncover new insights about the value of their blog as a sales driver, especially when content was customized for the right audiences.
  • Meghna Shah, manager of marketing operations at Petco, sharing how her team uses multi-touch attribution to understand the consumer journey and the combinations of tactics that are resonating with different audiences, so they can tailor their communications accordingly.
  • Crispin Sheridan, vice president of digital and social optimization at SAP, discussing how the company is leveraging audience-based performance analysis to understand the role that each channel and tactic plays in the consumer journey, and target influential B2B buyers with the right content at the right stage in the sales cycle.

To hear more from the panelists, feel free to watch an on-demand video of the full session at any time. For other key take-aways from the Gartner Digital Marketing Conference, click here. ​

​Want to learn more about how Marketing Intelligence can have a positive impact on your marketing efforts? Download the eBook.

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