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Making Marketing Agility Cool

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Making Marketing Agility Cool

Social Media Week is a leading news platform and worldwide conference that curates and shares the best ideas and insights into social media and technology's impact on business, society, and culture.

Chief Marketing Officers take pride in being the trendsetters around the corporate corral – the arbiters of hip, the sharpest dressers, the consummate gadgeteers. But when it comes to using data to support decision making, the CMO is likely not to be the smoothest operator.

Each year the Marketing team works hard to distill consumer insights into planning documents that will guide its programs in the months ahead. Meanwhile, there are already other departments within corporations that are continually refining their budgets and plans using the latest business intelligence data from enterprise resource systems.

Good creative will always be important in marketing. But when customers can abandon you for a competitor in a mouse click, it’s simply not enough. You have to be ready to act in a heartbeat. And to make the right moves, you need the ability to acquire consumer data, interpret it and apply it to your marketing programs – all in near real-time.

Winning companies are defined today not by their product and service offerings but by the manner in which they respond to the needs of their consumer. Social media data analysis opens windows into consumer conversations, producing real- or near-real-time data that can guide key decisions in marketing and across the value chain including product development, production, sales and customer support.

Better data can lead to better decisions and, ultimately, better outcomes. Now that’s cool.

Paul Dunay is the Chief Marketing Officer of Networked Insights, a leader in social media analytics, and author of four “Dummies” books: Facebook Marketing for Dummies, Social Media and the Contact Center for Dummies, Facebook Advertising for Dummies and Facebook Marketing for Dummies 2nd Edition. You can learn more here.

Paul Dunay

VP of Marketing, Maxymiser

Paul Dunay is an award-winning B2B marketing expert with more than 20 years’ success in generating demand and creating buzz for leading technology, consumer products, financial services and professional services organizations. Paul is the Global Vice President of Marketing for Maxymiser, a leader in web optimization and analytics, and author of five “Dummies” books: Facebook Marketing for Dummies (Wiley 2009), Social Media and the Contact Center for Dummies (Wiley Custom Publishing 2010), Facebook Advertising for Dummies (Wiley 2010), Facebook Marketing for Dummies 2nd Edition (Wiley 2011) and Facebook Marketing for Dummies 3rd Edition (Wiley 2012). His unique approach to marketing has led to recognition of Paul as a BtoB Magazine Top 25 B2B Marketer of the Year for 2010 and 2009 and winner of the DemandGen Award for Utilizing Marketing Automation to Fuel Corporate Growth in 2008. He is also a finalist for six years in a row in the Marketing Excellence Awards competition of the Information Technology Services Marketing Association (ITSMA), and is a 2010 and 2005 gold award winner in Driving Demand. Marketing Darwinism, Paul’s blog, has been recognized as a Top 20 Marketing Blog for 2009 and 2008, a Top Blog to Watch for 2009 and 2008, and an Advertising Age Power 150 blog in the “Daily Ranking of Marketing Blogs.” Paul has shared his marketing thought leadership as a featured speaker for the American Marketing Association, BtoB Magazine, CMO Club, MarketingProfs, Marketing Sherpa, Marketing Executives Networking Group (MENG), and ITSMA. He has appeared on Fox News, and his articles have been featured in BusinessWeek, The New York Times, BtoB Magazine, MarketingProfs and MarketingSherpa. Paul holds an Executive Certificate in Strategy and Innovation from MIT’s Sloan School of Management and a bachelor’s degree in Marketing and Computer Science from Ithaca College.