Stephen R. Marshall to speak at the Casino Marketing & Technology Conference at Paris in Las Vegas on Wednesday, July 13 at 4:15pm
“Trust the data,” is a mantra that more and more
marketers are encouraged to embrace, but that could be putting
the cart before the horse. Marketers need not just the necessary
tools and skill sets, but an organization that consistently
supports decision-making that is based on empirical data.
Topics
to be addressed at this session will include:
* The
technological and human capital investments that support a
data-driven marketing culture
* Top management’s
role
* How customers react to changes in how they are
evaluated
* What marketing departments need to do to stay
data-driven once they have taken the necessary first steps