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Marketing Panel: Leveraging Metrics Benchmarks to Drive Marketing Results That Wow


Marketing has never been more driven by data and metrics than it is today. But using the wrong metrics or interpreting them incorrectly can lead to investments in the wrong channels and damage trust and credibility with executive management. In this panel, you’ll hear how top marketers effectively and properly use metrics and key benchmarks to assess marketing success, communicate with management/stakeholders and gain adequate budget approvals. The panel will also share how they are increasingly tapping into AI-powered tools in real-time to gain deeper, more actionable insights into campaign metrics and benchmarks.

Core Curriculum Customer Engagement Marketing
Business and AI Campus Theater A
Thu (March 22), 9:30AM PT


Loren McDonald

Marketing Evangelist, IBM

Michael Tarajos

Enterprise Technical Solutions, ARC

Experienced Technical Solutions Engineer with a demonstrated history of working in the information technology and services industry. Strong information technology professional skilled in Requirements Analysis, Win CVS, Enterprise Software, Enterprise Architecture, and Agile Methodologies.

Katie Key

Director of Operations, HarperCollins Christian Publishing

In her role at HarperCollins Christian Publishing, Katie champions marketing technology and is responsible for multiple ecommerce sites, email marketing, search and other critical digital marketing functions. As a long-time client and past speaker at IBM conferences, she brings a wealth of experience that spans both the technical and business side of marketing that affords her a unique perspective on how marketers can leverage technology to drive success.

Todd Menzel

Global Communications Manager, PADI Worldwide

Scott Larson

Director of Product, Ticketmaster