Chicago, IL — Mary Owusu, director of analytics for Eric Mower + Associates, will present at the Association of National Advertisers and Business Marketing Association 2017 Masters of B2B Marketing Conference.
Owusu designed the session — “Change Your View on Analytics: Think Success Planning”— because she believes most marketing campaigns find limited success because they lack structured thinking to define the campaign’s real purpose and miss objective measures for determining success or failure. During the session, Owusu will explore “success planning,” a straightforward, step-by-step model for addressing measurement and successfully applying it to marketing campaigns.
The success planning model aligns a campaign to its overarching business objective, defines desired outcomes and establishes the technical and creative requirements necessary for its success — all on one page. The planning model also drives collaboration among internal stakeholders and external partners by delineating who is accountable for what and how each party’s contributions benefit the campaign as a whole.
The 2017 Masters of B2B Marketing Conference — Change by Design starts on Wednesday, May 31, and is scheduled to run through Friday, June 2. The conference will focus on managing change by exploring new ways to deliver customer service, strengthen customer interactions and introduce new products to new markets.
The learning and networking event is the largest of its kind, bringing together the brightest minds in business marketing. It also includes the annual B2 Awards Gala, which recognizes the business marketing industry’s top performers.
In addition to Owusu’s presentation, John Favalo, executive vice president and leader of EMA’s B2B practice, will be inducted into the ANA Business-to-Business Marketing Hall of Fame.