How to market marketing? 2 days on analytics, capabilities & cases

Screen Shot 2020-02-27 at 12.04.28 PM

The Association of National Advertisers (ANA) invited me to participate the last 2 days in their Talent Week in NYC with presentations by Blackrock, Coke, Google and National Geographic. My key learning was how marketing needs to and can be marketed both within and outside organizations:

87539969_10215988705462511_5494159969345339392_n

  • Blackrock shared how they use the above 8 steps of marketing mix modeling (MMM) to demonstrate the value of marketing to finance, and to validate the bottom-up calculations from agent-based models (ABM) that help them understand how customer behavior changes with market turbulence and when they should adapt their marketing actions.88964652_10215988740903397_1707217605732859904_n
  • ANA shared how they are educating GenZ on ‘the best jobs they’ve never heard of’ to showcase the wealth of entry points into a marketing career

88092692_10215988665221505_5581636929767604224_n

  • National Geographic shared how it has adapted its marketing to specific segments in the traditional consumer funnel and the online consumer journey. Its strong analytics help content writers, who maintain their scientific autonomy and creativity, understand how different consumer groups interact with their content.

88013744_10215988665421510_8165149845250637824_n

  • Coke shared how they assess their marketers in the Talk Model: 88185926_10215988568419085_4225019776444923904_n
  1. Think Disruptively
  2. Act with Discipline
  3. Lead Boldly
  4. Know your stuff

88205497_10215988568539088_8552761443894689792_n

The spider web graph of competencies was most useful when discussed in manager-employee meetings to help guide learning new competencies.

  • Google shared its AI principles and how they guide employees in their innovation.

88009183_10215988567739068_7731763215310258176_n

Funniest part of the conference? When the Google presenter asked the audience to define AI, the first answer was: ALEXA!

How about your experience with marketing marketing? What works and what doesn’t?

Leave your comment here

Please log in using one of these methods to post your comment:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out /  Change )

Google photo

You are commenting using your Google account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

Connecting to %s