Making Digital Matter
Amidst a slew of data from new digital tools, marketers find it harder than ever to understand "which half of my marketing is working?" – or to explain to the CFO where they should next invest in digital and why. Instead of searching for a universal "digital ROI" answer, marketers need to think strategically about their own customers' path to purchase. By linking audience, engagement, and financial impact to their key business objectives, they can build a model that ensures marketing will matter for their business in the digital age.
About the speakers
David Rogers, Executive Director, Columbia Business School Brand Center
David Rogers is a widely-recognized leader on brands and digital strategy, known for his unique insights into customer networks. He is the author of "The Network Is Your Customer: 5 Strategies to Thrive in a Digital Age" published in 2011 by Yale University Press. He is the co-author, with Bernd Schmitt, of "There's No Business That's Not Show Business: Marketing in an Experience Culture" and co-editor of "The Handbook on Brand and Experience Management." David tweets at twitter.com/david_rogers and blogs at www.davidrogers.biz.
David teaches on brands, marketing, and digital strategy at Columbia Business School, where he is the Executive Director of the Center on Global Brand Leadership, the leading global forum on branding issues for researchers and executives. He is the host of the center's acclaimed BRITE conference, where leaders from media and business discuss how innovation and technology are transforming the ways we build great brands.
David is also a composer and musician whose music ("Rhythmically vital!" - The New York Times) has been heard from jazz clubs to Carnegie Hall.