The IDM/Marketing Society Symposium 2006
6 & 7 June 2006, The Millennium Mayfair Hotel, London
Proving marketing's value in the Boardroom
Marketing is the lifeblood of building brands, gaining and retaining customers and devising informed business strategy. Yet, in an age when marketing is recognised as the most potent weapon a business can use to gain and sustain competitive edge, it fails to command the respect and recognition it deserves in the Boardroom.
The IDM and Marketing Society Symposium 2006, set out to prove and evaluate the link between marketing investment and market value. Perhaps the most authoritative faculty of speakers ever on this subject was assembled to help senior marketers put - and keep - marketing at the top of their Board's agenda.
Symposium Day 1: Programme overview
Tangible marketing value through Brand Equity
Mary-Jo Jacobi, Adviser on Brands and Reputations
In this, the opening session of the Symposium, Mary-Jo Jacobi draws on her extensive experience as a Board brand champion to unravel marketing's real value in terms of brand equity. Her presentation revealed:
- How marketing can act as change agent and influence corporate strategy
- The corporate view of marketing's responsibility for brand and corporate reputation
- Getting your Board to value marketing's role in growing and sustaining Brand Equity
Tangible marketing value through Customer Equity
Robert C. Blattberg, Professor of Retailing and Director, Center for Retail Management, Kellogg Graduate School of Management, Northwestern University
Professor Blattberg addressed why Customer Equity is a superior measure of marketing activities and revealed the mix variables that can be used to increase Customer Equity through your own marketing.
Customer-centricity and the bottom line
Geert De Backer, Industry Marketing Director, Dow Corning
What matters to the Board is the bottom line and this key note presentation revealed the strategies and solutions Dow Corning implemented to bring the customer's voice to its market strategies and how the impact of this customer-centric approach on the bottom line was demonstrated and used to prove the value of marketing within the organisation.
Maximising the value created from your scarcest resource - Why Return on Customer (RoC) puts marketing centre-stage
Don Peppers, Founding Partner, Peppers & Rogers Group
Customers create value in two ways; when they buy, generating short-term value, and when they change their intention or likelihood of buying in the future. The moment a customer's likelihood of doing future business with you increases or decreases, your shareholders gain or lose value. Focusing short-term and ignoring this fact can be destructive. Return on Customer™ measures the rate at which value is created by customers. Maximizing ROC optimises your mix of current and future profits, provides valid financial justification for a genuine customer orientation for your business - and will change how you think about your competitive strategy, product development and marketing efforts.
Afternoon Track 1: Direct strategies (Part 1)
Three long-established, yet very different, brands describe new approaches to aligning customer and business needs, and how they prove the impact of marketing on the business as a whole.
- Mark Sherrington, Global Marketing Director, SAB Miller
- Aidan Lisser, Head of Group Brand Development, Standard Chartered Bank
- Gary Shaughnessy, Chief Executive Officer - UK Retail Business, M&G Securities, M&G Financial Services and Prudential Unit Trusts Limited
Afternoon Track 1: Direct strategies (Part 2)
Customers are key drivers of business success and the scarcest resource available. In whatever market, leveraging customer value requires an outstanding brand. Here three very different businesses - one of the world's leading children's charities, a global FMCG brand and a recently restructured media giant – described how they achieved the common goal of greater brand and customer focus through improved marketing orientation.
- Heidi Korhonen, Director - Communication Planning, Unilever NV
- Tim Hunter Dip DM, M IDM, Deputy Director of Fundraising, NSPCC
- Steve Oliver, Head of Customer Department, Honda
Afternoon Track 2: Digital strategies (Part 1)
Three of the UK's leading exponents of digital marketing described why the online digital revolution can finally push marketing centre-stage on the Board agenda, and what their organisations are doing to innovate and embrace the opportunities.
- Michael de Kare Silver, Managing Director, AKQA
- Dominic Collins, Head of Internet Services, British Sky Broadcasting
- Saul Klein, VP Marketing, Skype
Afternoon Track 2: Digital strategies (Part 2)
Communications is one of the most dynamic areas of modern commerce, seemingly in a constant state of reinvention. Here three of the world's most entrepreneurial businesses described how digital strategies and the new communications opportunities are adding value to their customer relationships and delivering on the core business objectives - and how the Board's search for new value is being led by marketing.
- Steve Griffiths, Managing Partner, Iconmobile
- Andrea Kilbourne, Managing Director, EMAP
- Jonathan Bass M IDM, Managing Director, Incentivated
- Jason Cross Dip IDM, M IDM, Marketing Manager, Greater London Authority
Symposium Day 2: Programme overview
Direct marketing, marketing mix and the Board
Dr Eddie Cheng, ebusiness Director and President, Yell.com
In this, the opening session of day 2, Dr Cheng examined why direct communications are the subject of such intense interest right up to Board level, and the new synergies to be gained where marketing drives business strategy.
Adding Boardroom value through data strategies
Chris Armitage, Area Vice President, UK and Ireland, NCR Teradata
Chris Armitage summarised just how far data has come as a Boardroom priority, and how the new enterprise-wide perspective on analytics is helping to achieve long-term profitability, productivity, long-term growth, customer service and customer growth.
Impact of the Internet on marketing value
Danny Meadows-Klue F IDM, President, IAB Europe Ltd
The Internet has changed forever the way customers and businesses interact. It has profoundly altered the value available to buyers - and sellers - at different points along the demand chain. At the customer-frontline, marketers are adapting to many of the challenges and opportunities these seismic shifts bring. But have they yet begun to reap the full value of the Internet economy for their organisations?
How profit-focused are you and your marketing?
Robert Shaw, Visiting Professor - Faculty of Management, Cass Business School, City University, London
There is much talk about marketing as an investment, yet marketers are perceived as expensive, unaccountable spendthrifts. In this presentation Professor Shaw shared with the audience the key findings of a global benchmarking study which investigated how leading global organisations run their marketing functions to drive up profit and shareholder value.
Creating value through quality not quantity: Breaking the mass marketeer's vicious cycle
Richard Duvall, Chief Executive Officer, Zopa
Ever more crowded marketplaces - commodity products and messages - are leading to the mass marketeer's nightmare: ever increasing marketing costs and decreasing returns. Symposium delegates heard how Egg combined brand and direct marketing with a differentiated offer to deliver the most valuable customers at a fraction of the cost of its competitors, and why it grew faster than its competitors to dominate the UK credit card market. Richard Duvall also described how Zopa has taken the strategic use of marketing one step further, making its customers part of the proposition and how Zopa's customers are marketing Zopa to the people they know.
Future brands today: Building the new brand values
Martin Raymond, Futures Director, The Future Laboratory
Brand poetics, product harmonics, tone of voice resonance and brand personality audits - if you don't understand these concepts you could be in serious danger of risking your brand's health. Martin Raymond addressed the key issues you and your Board must face when making brand investments in today's customer-driven, online marketplace.
The new value equation in the networked marketplace
Stewart Pearson F IDM, Global Client Director - CRM, Young & Rubicam Brands
David Thorpe, Global Lead of Strategy & Insights - Team Microsoft, Young & Rubicam Brands
The true impact of the online revolution is a transformation in how information flows and is facilitated in open, social networks. Increasingly, consumers actively avoid marketing and advertising, seeking consensual relationships based on permission and context - pull not push. Marketers cannot simply broadcast content; they must empower consumers to co-create, share and evolve it across their communities. Real market value is now a function of influence and connection as well as profit potential.
Customer information is shareholder value
David Allen, European CEO, Acxiom
Data is imperative to any business of any size, but most companies have more data than they can possibly cope with. Deriving meaningful customer intelligence from this data - and applying this to customer facing situations - requires data, technology, marketing, business knowledge and statistical skills. Bringing all these together is a major endeavour. But if a solid customer intelligence framework is used, then shareholder value is enormous.
Conference sponsors
The IDM and The Marketing Society would like to thank the sponsors of the 2006 Symposium:
Headline sponsor  | IDM BPA sponsor  |
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