CIC Seminar March III
Speaker: Alex Langshur
Title: Why there are no cobblestone roads: how digital marketing is driving corporate transformation
Never before have digital marketers had access to so many tools with the capabilities to identify, segment, locate and target audiences. And never before have organizations been collecting and sharing as much data on clients and potential clients as they do now to feed into these tools. Yet the promise of omni-channel marketing and personalization is not predicated on data, nor is it a function of tools. It is, in fact, predicated on the ability of the organization to structure and transform itself to be able to manage channels, activate data and operationalize processes – in short governance. In this talk, Alex will share the findings and insight from working with Fortune 100 companies and leading online brands on how they have undergone a digital transformation of their management systems to reflect 21st century marketing realities.
Alex is a co-founder and senior partner of Cardinal Path, a premier digital data analytics firm that was recently acquired by the Dentsu Aegis Network. He works with leading organizations to create, implement and action advanced analytics strategies that drive bottom line returns. He leads the key clients group, responsible for driving value data strategies that integrate and activate data from across client’s technology stacks. He also leads the innovation and education business lines, including managing the global delivery of the Google Partner Academy program on behalf of Google.
Alex hosts the Google Partners Podcast, has keynoted and spoken at digital analytics and marketing conferences around the world, is the past-President and Director Emeritus of the Digital Analytics Association (DAA), and teaches digital marketing optimization for the University of British Columbia. Although now firmly entrenched in the world of marketing, data and analytics, his formal education includes an M.Sc. and B.Sc. Honors in geology, which led him to explore for gold in the wilds of Canada for many years. He currently lives in Boston with his wife, two kids and golden retriever.