Faster than Real-Time: Predictive Marketing
Every leading brand recognizes the necessity of social marketing to reach and engage customers, but so far this activity has mostly focused on listening and response. It’s reactive rather than proactive. But new real-time predictive techniques enable anticipation of change before it happens. This opens to the door to marketing in faster than real-time, marketing ahead of the curve.Whether determining when to publish, what keywords to buy, what consumers want, the direction of sentiment, or how to allocate budgets for best ROI, predictive marketing techniques offer a key competitive advantage. But predictive marketing requires new tools and methodologies, many of which are only starting to emerge. This panel brings together top marketers and digital strategists to discuss the next big revolution in marketing: predictive technology. Panelists will share their most effective tools and approaches to predictive marketing as well as case studies and examples from leading brands.
Dir, Client Digital Strategies
VP of Adobe Analytics & Adobe Social
As vice president of Adobe Analytics and Adobe Social, Bill Ingram oversees the strategic direction and development of two of the six solutions that comprise Adobe Marketing Cloud. Adobe Analytics is the industry’s most widely utilized and comprehensive enterprise analytics solution. It allows marketers to discover actionable insights about their businesses—harnessing the power of big data—to make better-informed decisions almost instantaneously. Additionally, Adobe’s analytics platform uses advanced statistical algorithms to model outcomes that will drive optimal business results. Adobe Social is the industry’s only social marketing solution that combines listening and publishing to successfully link social activity to key business results. Ingram also drives the integration of analytics and social capabilities into all other Adobe technologies across both Adobe Creative Cloud and Adobe Marketing Cloud, including Adobe Experience Manager, Adobe Media Optimizer, Adobe Target, Adobe Campaign, Adobe Primetime and Adobe Digital Publishing Suite.
Prior to joining Adobe, Ingram served as vice president of product management at Omniture. As a member of the executive leadership team, he was instrumental in growing Omniture’s business from the venture-backed startup phase through its IPO and on to its eventual $1.8B acquisition by Adobe in 2009. Ingram has overseen the integration of seven acquisitions resulting in Omniture/Adobe becoming and remaining the #1 provider by market share in the analytics market.
In addition to his work at Adobe and Omniture, Ingram has held marketing, strategy, and business leadership positions at Fiserv Inc., Financial Fusion Inc. and Sybase.
Ingram regularly presents at numerous industry conferences and trade shows on topics such as digital marketing, data analytics, social media, and big data.
Ingram earned his Bachelor’s Degree in finance from the University of Utah.
Nihal Mehta is a Founding General Partner at ENIAC Ventures.
He has over 13 years experience in innovating marketing technologies through founding five startups to date.
Nihal is currently CEO and Co - Founder of LocalResponse, Inc. which helps marketers respond to real-time consumer intent.
Prior to LocalResponse, (which pivoted from buzzd, a leading real-time city guide), Nihal founded ipsh!, one of the first full-service mobile marketing agencies in 2001, which he sold to Omnicom (NYSE: OMC) in 2005.
Nihal is a noted expert in the emerging adoption of mobile technologies for media properties and consumer brands.
Co-Founder & CEO
Selcuk is co-founder and CEO of Boostable that makes advertising easy for sellers on marketplaces. He previously founded SocialWire that helps top online retailers automate their product ads on Facebook. Selcuk is a Fulbright scholar, endeavor entrepreneur and singer song writer.