The predominate question Carlson Marketing hears from companies large and small is, "Where should marketing dollars be focused to deliver the biggest bump in the loyalty outcomes that will generate the most incremental and longest lasting profit?". In each case, our clients are not only trying to determine how to allocate marketing spend looking forward but they are also looking to assess the relative impact of their existing marketing on loyalty outcomes through the eyes of their customers.
To help companies answer their questions in actionable and meaningful ways, we rely on the fact that all marketing serves to build or destroy customer relationships. This means that the right marketing can improve both short and long term profits whereas the wrong marketing might achieve one at the expense of the other ... if not fail completely. By applying a simple but powerful measure of relationship strength in concert with customer perceptions of the marketing they experience and the actual buying behaviors that result, companies have a powerful tool for evaluating the mix of marketing spend best suited to meet the short and long term profit objectives of the marketer.
In this seminar, we will discuss:
- the power of relationship strength over more one dimensional measures such as satisfaction or likelihood to recommend.
- the core components of relationship strength and how to easily assess them
- examples of the analysis and results of assessing relationship strength for in various industries from manufacturing and sales to travel and hospitality.
Join us for this insightful and fascinating seminar.
About Taylor Duersch, VP, Global Decision Sciences; Catrina McAuliffe, VP, Customer Planning
Taylor Duersch, Vice President-Global Decision Sciences, Carlson Marketing
Taylor Duersch leads a team of decision sciences professionals who develop and deliver world-class quantitative strategies involving customer valuation, marketing research, segmentation, predictive modeling, econometric forecasting, risk analysis and optimization, with a particular focus on marketing accountability and ROI analysis.
Since joining Carlson Marketing in 2003, he has directed the delivery of customer analytics and measurement, worked with dozens of clients across a number of industries, and was instrumental in building the company’s strong pool of analytic talent.
Duersch has more than 10 years of experience leading customer analytics, and managing and evaluating marketing solutions in the B2B and B2C space. Prior to joining Carlson, he led the customer insights team in Small Business Financial Services at JP Morgan Chase. He managed the creation and delivery of the market research and customer strategy insights required to support sophisticated CRM strategies for small businesses.
Catrina McAuliffe, Vice President-Customer Planning, Carlson Marketing
Catrina McAuliffe helps clients grow their businesses through insight-based strategic customer planning, with specific expertise in automotive, packaged goods, and travel. She has more than 20 years of agency brand planning experience working with clients to develop consumer centric, strategic marketing plans and creative communications including advertising, public relations, digital, relationship marketing and design.
Before Catrina joined Carlson Marketing in 2008, she was director of brand planning and senior partner with Carmichael Lynch. There she implemented brand planning across the agency, managed three departments and worked as a new business leader, strategist and presenter. Prior to this, Catrina was senior vice president, chief marketing officer for Goldberg Moser O' Neill.
A native of the UK, she began her U.S. career as vice president and director of account planning at Chiat Day. Catrina's past clients include household names such as Quaker, 3M, Harley-Davidson, Porsche, Dreyers Ice Cream, Beringer Wines, Dell and Kia. From 2003 - 2007, Catrina served as co-chair of American Association of Advertising Agency's (AAAA) account planning committee and account planning conference. She holds a Bachelor of Arts degree from University College London.
