Hansa Marketing Services

Add *talent management* and *leadership development* to the broad responsibilities of a Chief Marketing Officer. It’s not good enough to deliver growth and build a brand – CMOs have to train leaders for the future especially now/ Neil Golden shares his experiences as the former CMO of McDonald's on why this is important, who leads the initiative and how this gets implemented. Neil is an instructor at Northwestern University Medill School, so he has a unique perspective on the value of executive education. #executiveeducation #continuedlearning #integratedmarketing #imc #medill

Senior marketing leaders embrace the importance of continued learning and executive training in today's rapidly changing landscape. With the rise of technologies like Artificial Intelligence and Customer Data Platforms, it's more important than ever. Roy Wollen of Northwestern University Medill School interviewed Carlos Zepeda, SVP Consumer Connections, Insights and Strategy at LVMH Moët Hennessy, on the value of continued learning. Watch this short video and hear great ideas from Carlos, such as giving people assignments on the job and creating an environment where people can be "vulnerable to learn." As marketing leaders, it's a critical responsibility to stay up-to-date with thought leadership, training, and executive education. Thank you Carlos for coming back to Medill to share your experience. #executiveeducation #artificialintelligence #continuedlearning #integratedmarketing #imc #medill

Brand is important in B2B Marketing. Don't believe me? There are lots of examples showing emotions in B2B Marketing Communication. Branding shows up all across the buyer journey – when customers evaluate, purchase, use then hopefully advocate for the brand. Many thanks to Barbara Maldonado, MS IMC of Caterpillar Inc. who was a guest lecturer in my B2B Marketing course. She showed us a ton of examples and made the argument that branding also applies to Integrated Marketing Communication (IMC) when you include employees and stakeholders in the messaging. Barbara, thanks for your thought leadership at Northwestern University Medill School #b2bmarketing #b2b #b2bbranding #medillIMC

Are Customer Data Platforms (CDPs) worth the investment? What are the business outcomes CDPs deliver? What is the Return on Investment (ROI)? These are the questions Marketing leaders must ask to prove the value of a CDP as an investment, just like a new product, new store, new capital equipment. And to do that, we need a business case. Download Hansa's CDP business case template: https://hubs.li/Q02mcX_G0 Hansa is a CDP agency and we’ve created a business case template Marketers can use to prove the value. This is more than Tech; more than functionality; CDPs must deliver incremental value. Our latest blog asks "Are CDPs worth the investment?" https://hubs.li/Q02mcY6Y0 Marketing leaders have to be clear on how they will deliver incremental value from a CDP investment. From my experience, there are six marketing scenarios or use cases, to create measurable impact and incremental value: Lookalike Models in Paid Media, Retargeting, Personalization in Email and SMS, predictions, especially against Churn, Triggers & Predictions, Experience Orchestration blurring the lines between digital and physical channels. What are your use cases? Where are your gaps? Which do you want to close in what priority? Work with a Hansa Marketing Services which is a CDP agency to help with CDP readiness, CDP implementation and Marketing Ops that deliver incremental value. My promise – business cases help you talk about Marketing as an investment, not just a cost. #customerdataplatforms #cdps #businesscase #hansa

If you ask Marketing people about their favorite dashboards, you will get one of two answers – pretty user interfaces with dozens of spiffy controls *OR* action-oriented tools for executives, containing no more than six key metrics. The point is: effective dashboards should not be works of art, rather tools for decision making. Special thanks to Michael Fogley, a veteran of 20 years at Verizon, for his guest lecture at Northwestern University Medill School. Mike talked about how to use analytics and data visualizations as a way to deliver *answers* and as a way to lead. #marketingmetrics #dashboards #marketingscience #integratedmarketing #northwesternuniversity

The future of search is evolving with AI, and Suraj Rajdev, Head of Analytics at Google, is a thought leader and expert on this topic. During his guest lecture at Northwestern University Medill School, Suraj shared how AI is changing search with Google Assistant for voice-based search, Google Lens for image-based search, and Bard for conversational AI. With 10 billion monthly Lens searches, it's clear that image-based search is becoming more prevalent. However, *measuring* search beyond traditional keywords and SERPs will be disrupted as well. Thank you, Suraj, for your thought leadership in this exciting field. #medillIMC #artificialintelligence #futureofai #google #northwesternuniversity

Industry leader Josh Lee shared his insights on what brands go through when developing mobile web strategies. Josh has had leadership positions at Nordstrom, FASHIONPHILE and RiteAid, and extensive experience in User Experience, Product Management, and Marketing. He did a guest lecture at Northwestern University Medill School on what consumers look for in a brand's mobile experience and how brands react. The answer? Do research to identify opportunities, differentiate from competitors and take a multi-session view of consumer engagement. Thank you, Josh, for your thought leadership. #medillIMC #northwesternuniversity #mobileweb #userexperience #productmanagement #marketingmetrics