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Executive Education – Harnessing an Analytics-Driven Approach to Fuel Optimal Targeting, Activation and Measurement
December 4 @ 8:30 am - 10:00 am
Led by Jennifer Gottlieb, President W2O Group and Kevin Johnson, President W2O Analytics
The abundance of data, and the progress and application of machine learning and AI, has allowed us as marketing and communication consultants to provide more tailored insights and in turn more customized strategic guidance to our clients on a real-time basis like never before. We now use data to identify specific audiences and those who have influence, the natural language these audiences use to communicate, the context in which they communicate in, and the channels where they most often get information and engage. At a time when companies are pushing the limits of innovation, fiercely competing for market share and working hard to grab customer attention in a distracted world, flipping the model to be truly audience-centric and one of influence vs., one-way communication is critical. This session will provide examples of how data can be woven throughout the research, strategic and creative process and be applied to full omnichannel PESO activation. The customer has spoken and is speaking in real-time, so we have to keep our ear to the ground, listen and tailor our communications for maximum impact.
Jennifer Gottlieb, President, W20 Group
Jennifer Gottlieb is the President of W2O, a top-ranked independent network of complimentary technology-enabled marketing and communications firms.
W2O is an integrated global operation comprising with 13 offices and over 750 people and serves some of the world’s leading companies and brands.
Jennifer has more than 25 years of experience in the marketing and communications industry, primarily in the healthcare and technology sectors.
Jennifer joined W2O in 2006 and has been a key driver of the growth of the firm partnering with global companies in all stages of development from pre-launch through to lifecycle management. She has spent the better part of her career working in the healthcare industry supporting leading pharmaceutical and biotechnology companies, including Pfizer, Merck, GSK, Bayer, Roche/Genentech, Otsuka, Regeneron, Alnylam, among many others.
Fully committed to customizing every client engagement, Jennifer develops integrated teams that deliver the best work and drive business outcomes and success. Challenging the status quo, keeping her team fresh and knowledgeable and maintaining deep involvement in our client’s business is how Jennifer rolls. She reinforces what it means to be a hands-on leader and coaches her staff to become experts in each area in which they are working to be able to add value to the client’s business beyond the assignments at hand.
Jennifer was honored in 2017 as one of PR Week’s Hall of Femme PR Champions and was inducted as one of PR Week’s Hall of Femme in 2018.
Jennifer is on the board of the AMIB, an organization dedicated to developing assisted living facilities to the multiple-impaired and blind, and is a member of HBA, PRSA and volunteers with the North Shore Autism Circle.
Before joining W2O in 2006, Jennifer was the Director of the Healthcare Practice at Cohn & Wolfe, a WPP agency. Prior to that, she held positions at Makovsky & Company, Edelman and Golin/Harris.
Jennifer graduated from S.I. Newhouse School of Public Communications, Syracuse University with a B. S. in public relations where she also serves as a guest professor via the W2O Center for Social Commerce, a leading academic program aimed at providing students with modern media analytics and digital insight and skills to set them apart from their peers.
Kevin Johnson, President, W20 Analytics
Kevin started a research and analytics agency focused on the healthcare industry in 2008 with the goal of helping healthcare companies understand how their key stakeholders engage on social media and in key communities. The company’s initial focus was on providing clients with a platform to view and analyze engagements in real time, but Kevin pivoted the company in 2010 based on client feedback and foreseeing trends in the social analytics market that showed social media monitoring platforms becoming commoditized and only being a piece of the puzzle in understanding customer engagement on social media.
Kevin believed the real value would be in the ability to analyze those engagements with a more hands-on approach grounded in custom research frameworks. W2O acquired Kevin’s company in 2016.
Kevin received his degree in Marketing from The Eli Broad College of Business at Michigan State University.
He resides in New Hope, PA with his wife Caitlin and three children, including identical twin boys and baby girl.