Shane McAndrew

Vice President of Strategy and Planning
Merkle

Check out the incredible speaker line-up to see who will be joining Shane.

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It’s All About Experiences: How To Be High-Tech And High-Touch

Thursday, March 12th, 2015

09:20 Panel Discussion: Making The Marketer A Data Scientist, And The Data Scientist A Product Specialist

Your role in the finance environment has changed: you need to use your left and right brain, balance art and science, and be a creative while also being a scientist. And let’s not forget, you need to sell your product, but with a soft touch. The executives on this panel explore how they have adjusted their mindsets internally to enable the marketer to be a data scientist by:

•Forgetting the pretty: conducting A/B testing to understand what online content is grabbing users’ attention

•How personal is too personal? Straddling the “creepy yet accurate” line of curated selling based on CRM

•Attribution marketing models: planning your best plan of attack and breaking down information to relay to teams to sell financial products

•Experimenting with blending of content and commerce—your content moving consumers around the site to discover more product