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In the ever-evolving marketing landscape, today’s CMOs wear many hats. They are increasingly responsible for company growth, customer engagement and satisfaction. Top of mind is understanding how to keep customers engaged during the entire customer lifecycle.
As an email marketer, you play an important role in helping the CMO achieve engagement objectives. And, a better understanding of engagement enables your company to personalize brand communications and produce stronger outcomes.
eMarketer was pleased to moderates a Tech-Talk Webinar presentation featuring Kara Trivunovic, senior vice president of digital solutions at Epsilon, and Shar VanBoskirk, vice president and principal analyst at Forrester. They discussed how email marketers have moved beyond measuring just opens and clicks and are taking a closer look at email engagement.
View the webinar to learn:
Kara Trivunovic is currently the senior vice president of digital solutions at Epsilon. As an email marketing veteran since 1999, Kara has been actively involved in programmatic email development, execution and strategy in a variety of senior positions on the client, agency and provider side. Kara was founder and principal of The Email Advisor, a respected email marketing consultancy focusing on email strategy and channel optimization that was subsequently acquired by an enterprise email service provider in 2009. Over the course of her career, she has had the opportunity to work with a variety of brands and global organizations, structuring a variety of custom email education programs, conceptualizing and implementing new and innovative email programs, optimizing contact strategies and developing staffing and budget plans.
Shar VanBoskirk is vice president and principal analyst at Forrester. Shar helps CMOs lead customer-obsessed strategies at their firms while also transforming their marketing functions to deliver relevant brand experiences to empowered customers. Her specific research focuses on marketing strategy, budgets, staffing, organization and creating an operating model for customer obsession. Shar has spent many years helping clients create optimal digital marketing teams and programs, leveraging research on email marketing, consumer psychology, storytelling and digital maturity. During her 18 years with Forrester, Shar has been instrumental in the development of many of the company's marketing program evaluation methodologies, training courses and marketing planning tools, and has also been part of Forrester's sales and consulting organizations.