Executive Evening Out with eSage Group and Microsoft

On March 10th, eSage Group held its first Executive Evening Out at the exclusive Rainier Club in Downtown Seattle.  The event was sponsored by Microsoft Advanced Analytics.

15 Seattle area executives, from the likes of Starbucks, Trupanion, Allrecipes, Alaska Air, Disney and their guests joined us for a short presentation by Shish Shridhar, Worldwide Director for Business Intelligence Solutions – Retail for Microsoft, then sat down to a 5 course meal with wine pairings presented by The Rainier Club sommelier.

Microsoft has a powerful offering, from Azure Machine Learning, Cortana Analytics Suite, SQL 2016 and PowerBI. It was definitely a learning experience along with a wonderful meal and wines.

 

A Year in Review – LA and Seattle MeetUps

It was quite a year for both the LA and Seattle Marketing Analytic MeetUps! We had terrific speakers share on current topics! In LA, we had Nevious Osborne of Beats by Dre talking effective dashboards, Peter Taylor of Belkin talking IoT analytics and Punnoose Isaac of Edmunds.com talking on how to build an analytics infrastructure, just to name a few!  Check out the full list here.

Not to be outdone, Seattle had Jeremy Boore of Expedia talk Storytelling and Analytics, Chris Proser of Adobe talk about going beyond A/B testing, Kyle Wieranga of Costco talk on moving from Predictive to Prescriptive Analytics, Shish Shirdar from Microsoft talk Machine Learning, and Ed Mabanglo from Nordstrom talk time-to-event analysis to measure customer tenure. Check out the full list here.

2016 is proving to be great with Tania Massad from Mattel presenting in LA and Brian Behuin from Alaska Air presenting in Seattle.

Make sure to become a member for the Seattle and/or LA Marketing Analytic MeetUps to receive notices of upcoming events!

 

 

 

Internet of Things Learning Lounge Los Angeles A Huge Success

IoT Logo

Last night at Cross Campus in Santa Monica, CA the Internet of Things Learning Lounge program played to a sold out venue. The presentations and panel discussion were a hit with the more than 150 marketing professionals, data scientists, executives and students alike. Not only was this great event educational, but with the Cuban themed decor, Cuban food and Mojitos it was a really good time!

Master of ceremonies, and Strategic Relationship Manager for eSage Group, Rob Lawrence, kicked the night off by introducing the three organizing partners who worked so hard to make this event such a success: eSage Group, USC Institute for Communication Technology Management and American Marketing Association Los Angeles. Next it was our three sponsor speakers which included Kim Schlimme from Datameer who presented a short video which showed the value of Datameer and eSage Group working together to make Home Security and Home Automation company Vivint so successful with their volumes of customer data. Next it was Rob Ryan, Account Executive at Cloudera on stage describing the opportunity represented by the Internet of Things and the benefits of the Cloudera tools that help companies manage the volumes of data being generated by IoT. To set the evening’s stage, Doug Webster, VP of Service Provider Marketing at Cisco presented his take on the Internet of Everything. Doug provided a vast overview of the possibility and promise represented by a world of connected devices. He talked about turning information into actions that create new capabilities, richer experiences, and unprecedented economic opportunity for businesses, individuals, and countries.

Next it was onto the panel discussion moderated by our own eSage Group President, Duane Bedard. The panelists included Nate Williams, CMO and EVP Business Development at Greenwave and an Adviser at The Internet of Things Consortium, Ohad Zeira, Director of Product Management and Growth Platforms for WeMo at Belkin, Richard Vander Meer, VP of Program Management for frog, and Doug Webster VP of Service Provider Marketing at Cisco. The conversation was exceptional. The panel discussed what IoT means for marketers; the opportunity, the challenges and the promise of true one-to-one marketing. They also talked about the concerns with privacy, the concerns around having so much data to deal with, and how to potentially extract insights from so many varied data sets. The discussion was inspiring, educational and thought provoking and so relevant to the marketing space, this was not to be missed.

Duane on StageDougCrowd View

eSage Group Does it Again With Monthly Event

Well it’s the week after our third “First Tuesday Monthly LA Marketing Analytics Group” speaker discussion in beautiful Santa Monica, CA where eSage Group together with the American Marketing Association Los Angeles brought us an event brimming with hopeful marketers, ready to take on the challenge of a fresh new year. The subject was Story Telling to Engage (and Measure!) with Doug Barasch of Universal Music Group. Held at the whimsical Areal Restaurant in the beachside area of Main St. Santa Monica, attendees enjoyed glasses of wine, pitchers of beer, margherita pizzas and assorted other appetizers compliments of eSage Group.

Seems you can’t attend any kind of sales or marketing event these days without hearing about story telling.  Whether you are promoting a new soft drink to consumers or a new cloud storage system to large business, stories that resonate, engage and make your product memorable to your audience are valuable tools.  But great stories don’t happen in a vacuum.  A good story teller knows his/her audience, knows their pain, and understands what will make them smile, nod their head and connect with the storyteller and her message.  That detailed knowledge of your audience, when they number in the 100s of thousands or millions can’t be one-on-one.  You need to augment insight, tribal knowledge and hunches with concrete data about your audience, from basic demographics to specific sentiment and sensitivity around key issues.

Our speaker this month, Doug Barasch presented a riveting tale of how he uses these deep audience analytics and relevant content to engage his audience, and sell more music. Using tools like Facebook games where users are challenged to find 13 Zombie Cats on Rob Zombies Facebook page to unlock a new track from his latest album for free. Or asking fans to submit pictures of themselves with lyrics to Lenny Kravitz song “Are You Gonna Go My Way” to ultimately be chosen and incorporated into a music video showing only fan submitted pictures. Another great success was when Doug and his team at UMG created a cross channel campaign for KISS. They created a mobile app that enabled fans to contribute stories about their first KISS concert, first album or first song (and they got some doozies!). The app created an environment for the sharing of stories to users’ personal Facebook pages, Twitter feeds and email accounts driving traffic back to the app. The app lead to the discovery of the larger KISSS catalog of music, and across the board increase in sales. This is how Doug attracts and retains customers, and he’s not even paying for content because it is user submitted, and ultimately owned by UMG – brilliant.

Another key to Doug’s success is that he is brave. One of the biggest takeaways for the evening was to not be afraid to experiment. Creating content that fans are excited about is a very creative activity and not all campaigns are going to be earth shattering. But you won’t know until you try. Also, don’t forget to measure your results: Doug uses smart URL’s to track his audience’s every move. This ultimately tells him what’s working and what’s not. This process of marketing using content is an ongoing process that is a part of an overall marketing strategy. By consistently creating and curating relevant content one can keep the audience engaged and coming back for more, and ultimately lead them to convert, whatever you are selling.

Last night’s event was a success. We had a packed house, great food and drink, interesting conversation, networking and a very relevant talk provided by a professional in marketing. I don’t know of any better way to kick off the New Year from a career or professional perspective than this type of event. If you missed it, fear not. We will be doing these every first Tuesday of the month into perpetuity. That means, you can sign up here: http://www.meetup.com/Los-Angeles-Marketing-Analytics-Group and always be aware of our next event. Hope to see you at the next one.

Speaker: Doug Barasch is a Digital/Social Media Storyteller as well as Senior Director Digital Marketing and Strategy at Universal Music Group.

Author: Rob Lawrence is Business Development Representative in Southern California for eSage Group, President Elect 2014-15 for The American Marketing Association and Organizer of the monthly first Tuesday LA Marketing and Analytics Group.ImageImageImageImage

Jason Gowans of Nordstrom Data Labs Talks Personalization – Meetup Recap

This past Tuesday we had the honor of hearing Jason Gowans speak at the eSage Group hosted Marketing Analytics Meetup in Seattle. Jason is the Principle Architect at Nordstrom Data Labs and he spoke about ‘How Nordstrom Utilizes Human Intelligence to Blend Brick-and-mortar with Online Commerce’. It was fascinating to learn a sampling of some of the innovative ways the lab is enhancing the customer experience through data. Our personal favorite was a recommendation engine called ‘Our Stylists Suggest’. Check it out in the presentation below! Jason’s presentation provided several examples of how a small, highly skilled team, aligned directly with the business units they serve, can make very rapid progress and provide real marketing ROI.

If you missed the event or would just like to revisit Jason’s talk, here it is: http://dundonian.github.io/meetup/

Thanks to Nordstrom Data Labs for an informative and insightful presentation and everyone who could make it out to our meetup. We hope to see all of you (and more!) at our next event.   

The Power of Visualization – Seattle Analytics MeetUp Recap

tableau logoOn Tuesday the 19th, we held our monthly Seattle Analytics MeetUp at Fado’s Irish Pub. The presentation this month was given by Tableau. They presented a case study on how Tableau uses their own product to drive marketing decisions. Standing room only for the very popular topic of data visualization! Jennifer Day,

Nov Meetup

Director of Demand Generation and Mike Braun, Marketing Operations Specialist from Tableau were our presenters. One point they made was that the analytics are only as good as the data that it is feed. They highlighted the value eSage Group provides to customers by helping integrate and clean up their “dirty data.”

Next month – December 17th – Jason Gowans, Director at Nordstrom Data Lab, will be presenting on personalization.  If you haven’t already, join our MeetUp group and RSVP for what should be a “Do not miss” presentation!