March 2012 Monthly Meeting
Wednesday, March 28, 2012 from 5:30 PM to 8:00 PM (PDT)
Santa Clara, CA
Lessons from a CMO:
Leveraging Big Data to Accelerate Marketing
Chief Marketing Officer
AAA of Northern California,
Nevada and Utah
71% of all CMO's around the world cited "the data explosion" as their #1 concern in the coming year, and the issue for which they feel least prepared. Forbes just published an article on why the "CMO of the future will spend more time and money on technology than the CIO does..." and All Things Digital just last week wrote that "The Mad Men era has passed and the Math Men era is beginning".
What exactly is "Big Data"? Is it new? What does it mean in the short term and what do you as a marketer need to know so you're not taken by surprise? What skill sets do you need on your team and how do you hire and train for that? What is the difference between enterprise data, digital data and social data and why do you need to know?
Learn how companies like Visa, Wells Fargo and Verizon are challenged by the volumes of data they handle and the various different ways they are storing, analyzing and applying it to business problems. Get clear, practical guidance to what you need to know and how you can apply it to your business.
5:30pm Check-In / Networking (food & refreshments included)
7:30pm Wrap-Up / Additonal Networking
About Our Speaker:
ALEXANDRA MOREHOUSE oversees all strategy, advertising, branding, media relations and customer relationship management for the AAA affiliate, which provides insurance, travel, automotive and financial services to more than four and a half million members. Prior to AAA, Morehouse was Chief Marketing Information Officer for Charles Schwab and Co. She also held senior leadership roles at American Express Travel Related Services in New York and San Francisco, in product marketing, brand management, and customer relationship management.
Alexandra has worked with marketing technology startups across the storage, analytics, automation, and data optimization categories. She was an early employee of Epsilon, the first person to roll out a beta implementation for Epiphany data management, and currently works with a number of marketing related start ups at MiLab. Morehouse serves on the boards of the ODC dance company and the UC Davis Institute of Transportation Studies.
A featured speaker at national marketing conferences, Morehouse has also served as co-chair of the Harvard Business School Global Technology Conference and on the boards of the Harvard Business School Community Partners, SnapFish, Yerba Buena center for the arts and the Cedars of Marin.
Morehouse has been featured in Forbes, Business Week, the Economist and Direct Marketing magazine. She graduated with high honors from Harvard University and has an MBA from Harvard Business School.
When & Where
The Northern California Chapter of the Business Marketing Association was first established in San Francisco in 1938. The people who make up our organization are marketing professionals who do the big jobs, who define business goals, direct business strategy. They are idea people. Visionaries and leaders, strategists and implementers. VPs, managers, entrepreneurs, professionals who stand out in any professional crowd. These are the people who define and drive our organization.