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MONDAY / OCTOBER 10, 2016 / 9:30 AM

Using Customer Data to Build and Measure a Successful Social Media Campaign

As today’s ‘always on’ digital consumers become increasingly sophisticated in their engagements with your brand, the matrix of channels across social, online, in-store, mobile and beyond is getting incredibly complex and fragmented. In order to better engage the customer, for example, most brands spend a lot of resources developing “brilliant social media campaigns,” but what does that actually mean? Having 100,000 “likes” or followers doesn’t mean anything if you can’t translate them into increased sales.

Luckily, our experts have this down pat and will dissect successful social media campaigns to not only explain why specific campaigns resonated with customers, but to also review how following the digital footprints left behind by those customers can provide unprecedented insight into your customer intelligence and marketing engagements. Panelists will share how a data-driven strategy that spans your social accounts, online channels, in-store systems and beyond can help you deliver exceptional experiences to your customers and revenue-impacting results to your brand.


session sponsor

Laura Rea Dickey | CIO | Dickey’s Barbecue Restaurants

Laura Rea Dickey is CIO for Dickey’s Barbecue Restaurants. She has worked in marketing and information technology for over 15 years. With an area of focus in business intelligence and aligning brand development with data insights, Laura has experience with a wide variety of clients at agencies such as Murray Brown Creative Group, The Richards Group and The Point Group. Her past clients have included Brach’s Candy, W Hotels, Texas Health Resources, American Heart Association, Blue Mesa, La Madeline, Chick-fil-A, Zom Realty, UCR and Fairfield Development. Laura specializes in the intersection of data, information technology and marketing, turning data insights into brand and business solutions

Conor Kerlin | Chief Brand Dude | Mariposa Restaurant Holdings, Ltd.

Conor Kerlin is Chief Brand Dude & Co-Founder of Mariposa Restaurant Holdings, a company now with 39 total fast casual restaurants across New Zealand. Originally from Oregon, Conor and his family moved to Auckland in 2005 to open Mexicali Fresh, the first California Style Mexican fast casual concept in New Zealand. His first foray into business was a multi-media company, Giraffe Entertainment, which specialized in video, film, design and creative vision. He is responsible for the overall experience and brand touch points, including internal culture, technology implementation and marketing strategy funneling all the way down to end customer vibes.

Jennifer Schuler | CMO | Wetzel’s Pretzels

Jennifer Schuler is the Chief of Marketing Officer of Wetzel’s Pretzels where she is responsible for the development of the brand, store design/experience, new products, promotions and marketing/advertising of the concept. She joined the Wetzel’s Pretzels team in October 2014 and has overseen the company’s digital strategy since that time, implementing social media programs that have cultivated brand advocates and driven measurable traffic and sales. Jennifer developed her passion for food and expertise in brand management in her 5 years in brand management at General Mills, working on brands like Big G cereals and Yoplait yogurt. After General Mills, Jennifer served in executive positions in marketing and operations for a private equity backed consumer healthcare company and an education tech start-up.


Brad Marg | COO | Clutch

As Chief Operating Officer, Brad Marg is responsible for the company’s daily operations and marketing initiatives. He manages teams responsible for customer service, account management, marketing and human resources. Brad leads with strong knowledge and experience in the retail, foodservice, SMB and luxury goods sectors. Prior to joining Clutch, he managed retail initiatives, drove innovation and managed cross-channel operational support at ARAMARK. Additionally, Brad has a broad range of expertise in finance, strategic development, operations and management. Brad is a graduate of Villanova University and holds a BS in Business Administration and a Master’s Degree in Marketing from Temple University..