In this case study, Robert Adams (Vice President Global Human Insights, Visa Inc.) will describe the foundations for transformation the high-tech way, identifying key best practices that can be leveraged by other organizations. Elizabeth P. Morgan (co-founder at Market Logic Software), will share the technological underpinnings for the strategy and an outlook for the quarters ahead. We will see how change management can be flipped on its head with the interplay of behaviour, governance, and technology, to create lasting structural benefits for the research organization and the business at large.
This paper outlines an analytic program developed internally at Microsoft to drive greater insight on the return on investment of the $1+ billion marketing budget, resulting in a fundamental shift in planning and budgeting for marketing across the company: Built a flexible, systematic analytic program integrating survey data with other data to create a goal forecast for performance tracking and diagnosis of marketing impact. Provided insights on critical aspects on marketing spend and execution such as reductions in spend. Demonstrated ROI of the program on several dimensions such as impact improvement (6-10%), speed (75-80%) and cost savings (30-40%) driving change at Microsoft.
This presentation explores how Coca-Cola's culture of high brand execution performance in the point of sale and a tracking technological solution can leverage channel and trade strategy to the next level. It will showcase how transferring and operating a regional standardised brand execution model to the local level, generating actionable and proactive response to competence and the market on the go, provides full objectivity and visibility to channel administrators and executors, and creates a real link between execution and impact on sales.