Craig Greenfield, COO, Performics Worldwide to Speak At BrandSmart 2016

BrandSmart 2016: Creativity: Connecting Ideas to Drive Results, takes place Thursday, April 28, 2016.


Presentation:

Brand-Building and Data-Driven Demand Generation

Description:

Today, consumers move seamlessly and simultaneously across channels and devices in the path-to-purchase. Every brand touchpoint is part of a holistic, omni-channel shopping journey. The lines between physical and virtual shopping have blurred, with mobile as the key integrator. No matter where, each and every moment could be “shoppable.” Throughout this journey, consumers have come to expect highly personalized experiences, aligned with their wants and needs, in specific moments. Yet, many advertisers still treat every customer and moment the same. Intent is the largest marketing variable. It shapes how people discover content, dictates paths-to-purchase and mediates meaningful interactions with brands, regardless of media type. In today’s landscape, successful advertisers are identifying intent at each consumer decision point, matching that intent and turning it into conversions.
  •  Move from mass marketing to moment marketing, and pull strategy to predictive strategy
  • Build a process to understanding consumer intent, extracting meaning from data: consumer journeys, search keywords, device, geo, demographics, CRM etc.
  • Create an intent hypothesis, a vision of experiences that you think will best engage each of your audiences by moment
  • Leverage in-market data (clicks, leads, conversions)–powered by advanced analytics–to continually validate and refine your intent hypothesis

BIO:

Performics logoSince 2005, Craig’s interest in scaling large client programs and developing company-wide processes has helped Performics successfully transition into the first truly global performance marketing agency. In his current position, Craig leads global technology and innovation, a dynamic network of change agents focused on identifying, evaluating and developing new products, services and systems to ensure competitiveness and improved operational efficiency. Craig works in tandem with Performics’s worldwide leadership, client teams and external partners to help clients identify and capture new business opportunities, negotiate strategic partnerships and enhance operational efficiency. To deliver more comprehensive solutions, the team cultivates the organization’s innovation capacity by building processes or systems. This allows them to share learning, knowledge, and the tools needed to execute effective strategy.
Craig earned a Master of Science in Integrated Marketing Communications from Northwestern University and a Bachelor of Arts in English from the University of Iowa. Prior to Performics, Craig worked at Jacobs & Clevenger and J. Walter Thompson serving clients in Automotive, Financial Services, Retail/eCommerce and Deregulated Industries.
Social links: https://www.linkedin.com/in/craiggreenfield and Twitter @craiggreenfield

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