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Date/Time
Date(s) - Wednesday, May 18, 2022
11:30 am - 1:00 pm

Location
Online Event

Categories



EXECUTIVE FORUM


Marketing Analytics Online Event

NOTE:  This event is now being held virtually instead of in Rosemont.  The time has also been changed.

Please join us online May 18 at 11:30 AM CDT to hear executives from Caterpillar and Good Sam / Camping World share how their organizations are leveraging advanced analytics and AI to help drive business value for their marketing programs.

Event Agenda:
11:30 AM – Kick-off and Introductions
11:45 AM – Case Study Presentations (Q&A to follow)
1:00 PM – Event Wrap-up

Featured Case Studies


Finding Your Hand Raisers, Engaging Your Market, and Growing Your Brand with Hybrid AI

Hear how retailers are utilizing social expression to understand who their customers are, where they are going, what they aspire to be, and what inspires them. Join our speaker to find out examples of what leading retail companies look at and how they are applying analytics to their marketing and operations practices.

Sean MacCarthy – VP of Analytics at Good Sam / Camping World

Sean is the VP of Analytics at Good Sam / Camping World and serves on the advisory boards of Northwestern University’s Retail Analytics Council and Loyola University’s AI Business Consortium.  Sean recently led Global Analytics and Segmentation for Claire’s Inc. and has worked in Retail, Operations, Supply Chain and B2B Analytics and Strategy for the last ten years across the Home Appliance, Chain Drug Retailer and Fashion Accessories Industries with a focus on utilizing cross-functional data and insights to drive company strategies.


eCommerce Analytics – Why it Matters

In this presentation you will hear what makes eCommerce analytics unique from other areas of Marketing analytics, what eCommerce is at Caterpillar, and how Caterpillar applies eCommerce analytics to its business.  Specifically, our speaker will share details behind its recent eCommerce analytics study to assess whether eCommerce created more than just a channel shift in purchases of Caterpillar parts.  Hear how the analysis was performed, a high level look at the results of the study, and how Caterpillar is socializing and leveraging the results of this marketing analytics project.

Dan Reaume – Chief Analytics Director at Caterpillar

Dan Reaume has over 25 years of experience leading the development and delivery of analytic solutions and strategies for several of the world’s largest and most iconic companies. After completing his Ph.D. at the University of Michigan, Dan joined GM R&D, where he was awarded GM’s top technical award on three occasions, rose to the rank of technical fellow, and led GM’s Senior Leadership Technical Council.   He subsequently held leadership positions with Dow Corning, Dow Chemical, and Revenue Analytics before assuming his current role as Chief Analytics Director for Cat Digital, leading a team of over 100 data scientists applying analytics to IoT monitoring, aftermarket sales, e-Commerce, and business optimization.