Webinar

Clearing the Clutter: An Overview of the Marketing Analytics Ecosystem

Tuesday, November 14, 2017
12:00 pm - 1:30 pm
Michael Koved

Marketers want to deliver timely and relevant messages to their customers in support of brand building, acquisition, cross-sell, and retention. Though there are a wide array of channels, tools, and technologies available to multi-channel, multi-product marketers, the path to success is not an easy one.

The most formidable challenges include:

  • What delivery tools and technologies are available to marketers?
  • Where and how to spend marketing dollars most effectively?
  • What metrics should be set to gauge success?
  • What data are available to and generated by the ecosystem?

The tools, metric and data used to execute and evaluate marketing spend can be described as the marketing analytics “ecosystem.” A common industry term is the marketing technology stack.

This webinar will provide a topical overview of the ecosystem and a starting point for understanding the connectivity between the marketing technology stack, the data utilized, data generated, and useful metrics. The content shared is a preview to the spring 2018 course Info 290. Marketing Analytics Ecosystem: Customer Behavior, Data, and Technology, which Dr. Koved will be teaching.

Dr. Michael Koved is a leading marketing analytics practitioner and executive. His expertise is in driving customer-focused, revenue generating business. He bridges the crucial gap between the data/technical side of the equation and strategic/business initiatives. With 30 years of financial services experience (at Wells Fargo, Charles Schwab, and Bank of America), Michael’s project portfolio includes detailed quantitative analytics, profitability measurement, assessing current environments to identify strategic gaps, and building strong, collaborative teams to lead projects from strategy through implementation. He effectively communicates complex ideas to multiple constituencies including C-Level business leaders.

Michael owns an analytics consultancy servicing multi-product, multi-channel companies on marketing and operations. He loves to teach and share ideas. This spring, Dr. Koved is teaching an analytics class at the UC Berkeley School of Information: Info 290. Marketing Analytics Ecosystem: Customer Behavior, Data, and Technology.


Log in to the webinar

  1. Type in your name and enter the room as a guest. There may be a short waiting period; please be patient.

  2. When you get into the room, a popup window will appear with instructions to connect your audio.

    • If you are accessing the session from within the United States, click on the “Dial-Out” option, type in your phone number and choose “Join.” You will receive a call directly from the room's conference line. Answer it to connect to the lecture's audio.

    • If you are accessing the session from outside of the United States, click on the “Dial-In” option. The conference number and participant code will appear so that you can access the audio from your phone or Internet phone service.

To run a compatibility test to ensure that your system is properly configured, please go to http://link.datascience.berkeley.edu/907SFM2620001Lz004c9Q00

Last updated: November 16, 2017