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JFAM FOCUS SUMMIT: BOSTON--2011: Digital Marketing in Financial Services (Measurement + Optimization)
Senior Marketers Share Thinking on Digital Marketing in Financial Services
Once again, The Gramercy Institute, publishers called together senior marketers from the world’s leading financial brands for an exclusive summit. The summit began with a reception at The Taj Hotel, Boston on the evening of Thursday, March 24th. The actual summit, then, began at 8:00 am on Friday morning and ran through breakfast and a working lunch. The summit concluded at 3:15 PM on Friday. Delegates stayed at The Taj.
The second of three in a series of “Focus Summits” around the subject of digital marketing in financial services, this specific summit focused on “measurement and optimization.” The first of the series took place in Chicago on “digital branding.” Also planned is one final “Focus Summit” in Digital Financial Marketing. The final of three takes place in San Francisco (Ritz Carlton) on April 7th & 8th where the emphasis is “social and emerging media.”
This specific focus summit was sponsored by: IXI, an Equifax company & Microsoft Advertising. We also extend our special thanks to InvestingChannel for their support in producing this Focus Summit.
AGENDA: JFAM FOCUS SUMMIT: BOSTON—DIGITAL MARKETING IN FINANCIAL SERVICES (Emphasis: Measurement & Optimization)
DELEGATE COMPANIES REPRESENTED: Adnetik, AOL, Bank of America, BoNY (Pershing, LLC), Brown Brothers Harriman, Direxion Funds, Eaton Vance Investment Managers, Fidelity Investments, Fidelity Institutional Investments, GE Capital, George P. Johnson, Inc., Investing Channel, IXI, an Equifax Company, Liberty Mutual, Linkedin, Martini Media, Media Contacts, MFS Investment Management, Microsoft Advertising, Partners + Simons, Pioneer Investments, Putnam Investments, State Street Global Advisors, Sun Life Financial, US Trust, Wechsler and Wellington Management (and others)
THURSDAY, MARCH 24 (The Arlington Room)
6:00-8:00 PM JFAM PUBLISHERS' RECEPTION: The Taj Hotel. All delegates are invited to meet one another over cocktails, hors d'oeuvres and conversation (Sponsored by InvestingChannel).
FRIDAY, MARCH 25 (The Petit Ballroom, The Taj Hotel)
8:00 AM BREAKFAST IS SERVED (Sponsored by Microsoft Advertising)
8:45 AM OPENNING REMARKS—Tomorrow’s Financial Marketer Bill Wreaks, Chief Analyst, The Journal of Financial Advertising & Marketing
9:15 AM PRESENTATION: STUDY RESULTS: BEST PRACTICES IN THE DIGITAL MARKETING OF FINANCIAL SERVICES This first-of-its kind study was backed by Bank of America, Merrill Lynch, Prudential Financial, MetLife, UBS and Microsoft Advertising, commissioned by Gramercy Institute and conducted by Brand New Media and Northwestern University Graduate School.
10:15 AM PANEL: INTERPRETING TRENDS IN DIGITAL FINANCIAL MARKETING Expert financial marketers their take on trends and what they suggest for financial marketing. Panel discussion will be moderated by Bill Wreaks, Chief Analyst of The Journal of Financial Advertising & Marketing. PANELISTS: Jennifer Grazel/Linkedin, Bob Verrico/InvestingChannel, Paul Rapino/ Microsoft Advertising
11:00 AM BREAK
11:15 AM PRESENTATION: ADVANCED TARGETING AND AUDIENCE BUYING FOR FINANCIAL SERVICES ADVERTISERS, Ed Montes, Adnetik Ed Montes, CEO of Adnetik will discuss the current digital landscape, including the opportunities and pitfalls of using advanced targeting and audience buying for Financial Services advertisers. Topics will include inventory quality, third party data usage, pricing, and privacy.
11:45 PM LUNCH IS SERVED--WORKING LUNCH (Sponsored by IXI, an Equifax company)
12:20 PM PRESENTATION: MEASURING WHAT MATTERS, Marsh Marshall, IXI an Equifax company With attractive audience segments spending almost half their leisure time online, financial marketers are challenged with allocating online ad spend productively and efficiently. But how much online ad spend is wasted on undesirable segments? What proportion of conversions from online campaigns turn out to be unprofitable? Marsh Marshall, President of IXI Digital will offer clear signposts for effective ROI measurement of online branding programs for wholesale and retail marketers alike.
1:00 PM PANEL: NEW ERA: MEASUREMENT & OPTIMIZATION IN FINANCIAL SERVICES Measuring marketing success is critical to financial services firms today—and tomorrow. Moreover, how the measurement of success can translate to effective future marketing is what makes measurement and optimization one of the most important topics in financial services marketing today. Expert financial marketers chime in. Panel discussion will be moderated by Bill Wreaks, Chief Analyst of The Journal of Financial Advertising & Marketing. PANEL: Ed Montes/Adnetik, David Fischer/IXI, an Equifax company, George Kelepouris/Martini Media, Jeff Huter/eXelate
1:45 PM PANEL: THE NEW MEDIA MIX: FINANCIAL STRATEGIES FOR TOMORROW Experts offer guidance and opinion. Panel discussion will be moderated by Bill Wreaks, Chief Analyst of the Journal of Financial Advertising & Marketing. PANELISTS: Jeffrey Wilson/GE Capital, Ken Dec/ George P. Johnson, Inc., Gary MacDonald/State Street Global Advisors, Stephanie Rogers/PARTNERS + Simons
2:30 PM BREAK OUT GROUPS/SHARED LEARNING/SYNTHESIS—THE FUTURE OF DIGITAL MARKETING IN FINANCIAL SERVICES Delegates break into sub-groups to dissect issues related to measurement and optimization in Financial Marketing.
3:15 PM SUMMIT CLOSES
Financial Marketer:
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