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Marketing Innovators Luncheon Seminar

Data-Driven Decisions: Marketing Measurement & Optimization

Neal Campbell, Chief Marketing Officer


The pressure is rising on CMOs. By 2015, ROI on marketing spend will be the No. 1 method for determining the function’s success. But too often marketers don’t ask the tough questions around measurement and communication. Join Neal Campbell, CMO at CDW, for a spirited and thought-provoking discussion on getting to the essence of the data.

Campbell, a non-traditional marketer who holds a bachelor’s degree in Electrical Engineering, knows how to use the power of data to drive strategic decisions. But Marketing ROI isn’t easy. Only 50 percent of global CMOs believe they are sufficiently prepared to provide hard numbers on metrics, according to recent IBM study of more than 1,700 chief marketing offers worldwide.

At CDW, Campbell’s team of 180 marketing professionals focus on partner scorecards and marketing effectiveness factor – a combination of awareness, engagement and purchase.

It's not enough to know your cost per reach,” says Campbell. “The key is benchmarking against industry standards and competitors in your space.” Case in point: CDW took a look at their digital advertising in 2011, and the data showed a wide variation in performance. After consolidating the company’s digital ad budget across brand and segments, the team cut the site list by 50 percent … and drove 20 million more impressions for the same budget.

That’s a 20 percent increase in impressions and a 300 percent jump in click-through rates.

Campbell believes the same discipline must drive every marketing decision in the company, whether it’s partner marketing investment, social media or keyword search. The data drives every investment decision.

“Without data to identify trends, how do we know what to do more of, or what to stop?” says Campbell. “As an engineer, I want to know, ‘What did we learn and how will we change to get better?’”

About Neal Campbell


Neal Campbell is senior vice president, chief marketing officer and executive committee member of CDW, a leading provider of technology solutions to business, government, education and healthcare.

Campbell is responsible for the strategy and development of CDW's advertising, public relations, channel marketing, marketing intelligence and research, merchandising, microsites, creative services and direct marketing content, along with relationship marketing, corporate communications and e-commerce initiatives including content development, online marketing and e-procurement.

Prior to joining CDW in 2011, Campbell served as chief executive officer of TrafficCast, a provider of real-time and predictive traffic information to Google, Yahoo and others. He also served as executive vice president and general manager of strategic marketing and next generation products for ISCO International. Campbell spent 17 years with Motorola, most recently as vice president and general manager of GSM portfolio marketing and planning for the company's mobile device business.

Campbell earned a bachelor's degree in electrical engineering from Bradley University and an M.B.A. in finance and marketing from Northwestern University's Kellogg School of Management.




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