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A Brilliant Collection of Marketing Analytics & Data Science Insights

ConstellationsPhoto by Pixabay

“When a collection of brilliant minds, hearts and talents come together . . . expect a masterpiece.” – inspirational quote (Successories.com)

I’m fortunate for the opportunity to feature a collection of profiles about many brilliant industry experts in my May and June Brilliance@Work posts.

I’m also grateful to these individuals for sharing their insights on how to deploy marketing analytics and data science to drive our businesses and organizations forward.

This week, these experts and many others will be presenting at the Marketing Analytics & Data Science Conference (MADS) in San Francisco, California. Watch for my MADS conference posts on LinkedIn, Twitter, Google+ , Starry Blue Brilliance , and The Market Research Blog,

In the meantime, here’s a summary of all the Brilliance@Work MADS conference presenter profiles:

R&D Informatics Expert Laura Aguiar. Learn how Laura and her data science team support R&D informatics innovation at Roche.

Laura Aguiar

Laura Aguiar

Data Storytelling Expert Earl Taylor. Learn how Earl and MSI use quantitative and qualitative data to help their members stay on the forefront of marketing thought and practice.

Earl Taylor

Earl Taylor

Industrial Internet Expert Beena Ammanath. Learn how GE is leading the Industrial Internet.

Beena Ammanath

Beena Ammanath

Marketing Measurement Expert Eric Callahan. Learn how to implement successful measurement programs.

Eric Callahan

Eric Callahan

Mobile Analytics Expert Danfeng Li. Learn Alibaba’s strategy in the mobile marketplace.

Danfeng Li

Danfeng Li

Technology Researcher Wayne Huang. Learn how social media is transforming the way consumers interact with brands.

Wayne Huang

Wayne Huang

Data Detective Camille P. Schuster, Ph.D. Learn how the questions you ask while analyzing the data are critical for successful business outcomes.

Camille P. Schuster, Ph.D.

Camille P. Schuster, Ph.D.

Generational Marketing Expert Jane Buckingham. Learn about the importance of understanding generations for business success.

Jane Buckingham

Jane Buckingham

Marketing Metrics Expert Don Sexton. Learn about the importance of Customer Surplus Factor (CSF) for business success.

Don Sexton

Don Sexton

Business Storytelling Expert Nancy Kazdan. Learn why the real goal of communication is human connection.

Nancy Kazdan

Nancy Kazdan

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Brilliance@Work: Marketing Measurement Expert Eric Callahan

Photo: James Lee, Chester, NH, USA

Photo: James Lee, Chester, NH, USA

Welcome to Brilliance@Work, a series of profiles about stellar collaboration professionals and their best practices at work. Throughout May, we’ll feature Marketing Analytics & Data Science experts.

Eric Callahan

Eric Callahan

Eric Callahan is Director, Performance Analytics at American Express. He’s also a presenter at the Marketing Analytics & Data Science Conference on June 8-10, 2016 in San Francisco, California.

As a preview to his presentation “Taking Control of Control Groups,” Eric shared some insights on implementing successful measurement programs.

Peggy L. Bieniek, ABC: What are the critical elements of a successful measurement program?
Eric Callahan: It may sound cliché, but the most important thing is support from your executive leaders. There are a ton of moving parts involved in doing measurement correctly (set-up, design, execution, analytics, etc.) so you need a strong mandate that all parties align with the initiative. If even one cog in the wheel is not moving in the same direction as the others, the whole operation is compromised.

PB: Does measurement best practice vary from industry to industry?
EC:  Different industries may have different marketing tactics and goals, but the fundamental principles of good measurement will not change. However, there may be minor differences in how these principles are put into practice.

PB: What are the consequences of not putting a rigorous measurement strategy in place?
EC: The strength of a business’ measurement strategy directly correlates to the quality of insight that it generates from testing. If a company does not institute a solid measurement strategy, it will pay the opportunity cost of insights left on the table. In a worst case scenario, it may come to false conclusions and take harmful strategic actions.

PB: What will people gain from attending your presentation at the conference?
EC: Attendees will learn about different types of control groups, what each type is used for, and how to design a program so these are all working together to create a comprehensive measurement suite. We will also cover how to address common implementation challenges.

Want to hear more from Eric Callahan? Join us at the Marketing Analytics & Data Science Conference. Learn, network and share best practices with the most influential leaders in data science and analytics. Stay connected at #MADSCONF.