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The past two years were tough for sales and marketing professionals and their companies. Strategies and tactics that worked historically fell by the wayside, forcing more agile organizations to improvise across their digital portfolios. Fortunately, companies have many opportunities to regain their edge and maintain it. This session, led by a media expert who’s helped hundreds of companies during demanding times, will present decisive and actionable steps for sales and marketing executives to:
- Understand the current state of critical marketing and media components, from techniques in programmatic advertising, to changes in search, and the appropriate incorporation of new techniques
- Lay out an effective digital media strategy that addresses budget, headcount, and expertise constraints.
- Compete more effectively by understanding market and rival moves across digital media
Jeremy Cornfeldt is one of the top marketing executives in the performance marketing industry. A true visionary, Jeremy has worked extensively with clients around the world ranging from Fortune 500 brands to cutting-edge smaller organizations, all while establishing media partnerships with Facebook, Apple, Amazon, Microsoft, and Google. He is the North America CEO of Brainlabs, one of the world’s leading digital-first agencies. Before Brainlabs, Jeremy was CEO of iProspect, a Dentsu agency, growing the team from 250 to 1,500 employees. His career in advertising and marketing has also seen him manage several other vital roles across Dentsu and other companies. He and his teams have successfully guided clients through advances in programmatic, search, social, and other digital media components throughout his career. An avid car and boat fan, Jeremy spends his non-working time on the racetrack or the water with his daughters and dog.
Most organizations have implemented diverse and often complex analytical systems only to witness the minimal movement of the sales needle. Orchestration represents a significant breakthrough in driving company growth. Many organizations take a relatively siloed approach to generate insights even though they have a research department, an analytics team, and a group doing some testing. By incorporating orchestration, the highest-performing organizations - large and small - actually bring those capabilities together and use the right tool for the job. In this discussion, one of the world’s leading sales and marketing analytics experts explains:
What orchestration is and where it’s going
Why companies drive better sales and marketing performance with orchestration
How to effectively begin implementing orchestration using or extending their existing resources and capabilities
Cesar Brea is a partner and leader in the Advanced Analytics practice of Bain & Company, one of the world's leading management companies. Cesar has extensive experience helping CEOs and CMOs make better use of data to improve marketing performance and build associated capabilities. He advises clients across a range of industries, with a focus on consumer products and both B2B and B2C retail. His areas of expertise include top-down/bottom-up media mix optimization, improving focus and accountability for programs and campaigns, digital channel innovation and optimization, marketing data strategy and platform implementation, and building and running marketing analytics teams.
Previously, he founded and ran Force Five Partners, a marketing analytics consulting firm serving CMOs at large multi-channel advertisers across multiple industries, including consumer products, retail, pharmaceuticals, education, and media. Earlier, he helped to build and sell two internet software firms, was SVP for sales and marketing at Razorfish, the global digital advertising agency, and was the global practice leader for another global consulting firm's digital media and marketing practice.
Cesar is the author of two books on marketing analytics, Marketing and Sales Analytics (Pearson FT Press, 2014) and Pragmalytics (iUniverse, 2013). In addition, he has spoken and written widely on marketing analytics for multiple outlets. Cesar earned an MBA from Dartmouth's Amos Tuck School, where he was named an Edward Tuck Scholar. Cesar received his undergraduate degree from Harvard College with honors in Social Studies.
Cesar and his wife Nan Leonard have triplets, including a son with severe developmental disabilities. Nan and Cesar helped to start and build Nashoba Learning Group, a school and day program for children and adults with autism and related disabilities, which now serves 160 people and continues to expand.