EVENT

Over 70 marketers gathered in New York City to hear speakers and panelists from blue chip companies, make the case for and show the value of Marketing Performance Measurement. The importance of tight alignment of sales and marketing, a strong metrics-driven internal culture and small, incremental MPM implementation were major topics for discussion. Geoff Ramsey, CEO and co-founder of eMarketer, kicked off the half-day event at host Thomson Financial's downtown headquarters with a compelling and informative presentation on Internet marketing trends. He was followed by keynote presenter James Lenskold, president of the Lenskold Group, a marketing consulting firm. Then, top marketers from Avaya, Eastman Kodak, IBM and Thomson Financial led an interactive discussion on Making the Case for MPM. A second group of panelists from Factiva, Cognos, Konica Minolta and webMethods then showed the value of MPM. A third panel of marketers from IBM, SAS, Sterling Commerce and Technology Leaders then offered real-world examples of MPM in action. After a lunch break, CEOs from Live Technology Holdings, Responsys and Travelzoo relayed their expectations of marketing.