Summit Speaker Spotlight: Jeff Sauer on Competitive Analysis for Marketing Budgets

Jeff Sauer  - MIMA Board 2011

If you’ve ever tried to get a marketing budget or project approved, you’ve probably experienced some challenges and pushback from your CFO when it comes to pioneering new channels or tools. Seasoned marketing and analytics pro Jeff Sauer has learned the fastest path to an approval is to bring data to the conversation. During his afternoon session at the MIMA Summit, Jeff plans to lay out the tools and techniques that will help your CFO say yes more often. Jeff recently shared some thoughts on the session in an interview with MIMA.

“As marketers, we’re always looking at the next thing – we want to jump on what’s new, but a company is thinking differently,” Jeff said recently by phone, following a digital marketing class he teaches each year at the University of St. Thomas. “This session will give attendees the tools and data to create a better plan and back-up plan.”

Author of the well-read Jeffalytics blog, Jeff has a background in marketing agencies and consulting, with clients spanning from consumer goods to business-to-business products to industrial applications. Many of the clients for which Jeff currently consults are companies that want to grow their tracking capabilities.

“Maybe they are tracking [digital results] now, but they want to take it to the next level – they want to solve tough problems,” Jeff said.

Core to this discussion is the question of where to participate and how, Jeff explained. The session will offer some simple, but specific measures for applying digital platforms to your business.

“Take Facebook Live as an example – is the goal there to deepen the relationship with existing customers or to find a new market?,” Jeff asks. It’s easy to jump into a new platform, because it’s there, but “you need to have a clear idea what it is you’re trying to move with your business objectives.”

You can hear Jeff’s talk at 2:15 pm in the Grand Ballroom on Summit day, and if you haven’t yet registered, go here to reserve your spot.


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