This Just In….LA Marketing Analytics Group Teaches Attendees About Using Data Science to Inform Values Based Marketing Campaigns

Thank You!
…to everyone who joined us last Tuesday night for Ravi Iyer’s presentation on Using Data Science to Inform Values Based Marketing Campaigns. The slide deck from his presentation is now posted in our “Files” library at the LA Marketing Analytics Group home page: Group Homepage. Ravi Iyer is the Chief Data Scientist for Ranker and a consultant on Zenzi’s Social Values project.  He combines years of technical expertise with a PhD in psychology from the University of Southern California.  He publishes regularly in top scholarly journals and his research on moral psychology has been featured in the Wall Street Journal, New York Times, the Atlantic, the Los Angeles Times, and at South by Southwest Interactive.

Here’s what Ravi covered on Tuesday night:
Many companies are seeking to align their brands with the values of their consumers.  However, values can mean many things to many people.  Successfully micro-targeting the right people with the right message is essential for forward thinking marketers in the age of “big data”.  In his talk, Ravi blended case studies, academic research, and techniques from data science to show practical ideas on how your next marketing campaign can leverage data to inform a more meaningful, value-based connection with customers. We explored concepts like “Why do people buy things?”, “Big Data applied to values”, and “Predicting things that matter.” Ravi’s presentation was a wonderful mix of psychology and marketing data analytics tenets, all of which he spoke about from real world experience using his psychology and data sciences background.

eSage Group and American Marketing Association Los Angeles are excited to bring you this monthly speaker series every first Tuesday of the month. We always enjoy an evening of light appetizers, beer and wine provided by eSage Group: a systems integration and analytics consultancy combining heavy lifting technical chops with front end analytics. We help organizations rapidly integrate and transform customer data across disparate sources and perform powerful cross-channel analytics to derive deeper insight and extract maximum value from marketing and sales data.

Thanks again to all who attended, and sorry we missed those of you who couldn’t make it.
We hope to see you all next month at our Making Big Data Smart Data: The Actionable Insight Journey panel discussion with panelists from Beats by Dre, PR Newswire, and Live Analytics.

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.

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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: 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

eSage Group’s Duane Bedard leads PSAMA Big Data Panel


Today is the Puget Sound American Marketing Association’s MarketMix event that will be bringing together over 400 marketers for a day of learning and networking!

During the 11:10 breakout session, Duane will be leading a panel discussion on Big Data.

If you are there, make sure to come listen to a great discussion with panelists Shish Shirdhar from Microsoft, Romi Mahajan from KKM Group, and Adam Weiner from RedFin.

Here is more information on the session.