Q&A: NESTLÉ AND SCOTTS MIRACLE-GRO ON DATA OWNERSHIP
The digital, customer-centric, data-driven marketing transformation is underway in every marketing department on the planet. And while most brands know the change will likely require new tools, new processes, new skills and clear leadership, many are overlooking the very fundamentals of data ownership and data integrity—two things core to great, data-driven marketing.
Many companies have their data held “hostage” in execution tools that may or may not be owned or even contractually accessible to brands. Agency contracts may not mandate data sharing or incorporate service-level agreements (SLAs) for accurate tagging. And while we trust our media partners, brands must ultimately own, integrate and align all performance data so we can audit and validate it, and get the full picture of what’s working and what’s not.
Scotts Miracle-Gro and Nestlé are two brands that clearly saw data ownership as a foundational part of their digital and data-driven marketing transformation. They successfully brought all performance data in-house, rewrote contracts, renegotiated with agency partners, established SLAs and more on their journey to building data-driven organizations. Join Beckon, Conrad Bowman, Digital Analytics Manager at Scotts Miracle-Gro, and Lee Beech, Director, Marketing Transformation & Partnerships at Nestlé, to hear:
- The steps to securing complete, integrated data ownership.
- The benefits (some unexpected!) of bringing all data and reporting in-house.
- Best practices for working with agencies, partners and internal stakeholders to get data access with the flexibility, granularity and speed your business requires.
- Tips for navigating common roadblocks along the way.
Co-Founder and Chief Customer Officer
Jennifer Zeszut is the Co-Founder and Chief Customer Officer of Beckon. Jennifer has been a marketing leader for most of her career, working for top brands like eBay, Procter & Gamble and Cost Plus World Market. She spent several years as head of Strategy and Analytics at Razorfish, where she was the trusted advisor to many leading brands. Prior to Beckon, Jennifer founded Scout Labs, a leading social media monitoring, analytics and engagement platform, which was acquired by Lithium Technologies in 2010. She has been featured in The New York Times, The Wall Street Journal, Fast Company and TechCrunch, and was invited to the White House in 2011 to speak about entrepreneurship as part of President Barack Obama’s Startup America Initiative.
Digital Analytics Manager
Conrad Bowman has an MBA from Fisher College of Business at The Ohio State University and a Computer Science BS from Bowling Green State University. He has over a decade of analytics experience covering manufacturing, financial and CPG industries.
Conrad has spent 4 years at Scotts Miracle-Gro, owning marketing analytics solutions, helping marketing and brand teams implement and adopt new technologies, and spearheading their digital analytics transformation. He currently responsible for measurement and performance monitoring of the paid and owned digital properties across the various brands including properties like websites, apps, social, product reviews, DMP and associated media executions.
Director, Marketing Transformation & Partnerships
Lee Beech is the Director of Marketing Transformation & Partnerships at Nestlé. He’s spent 18 years with Nestlé in various roles integrating digital capabilities into marketing and consumer focused programs. Lee has developed a mix of creative and communications experience and managed web, mobile and social programs. In his current role, Lee leads digital for Nestle Canada, owning strategy, capabilities building and innovation across the areas of social, web, mobile, eCommerce and digital measurement. He has a BA in Graphic Design and Illustration from Norwich University of the Arts. His passion for all things digital and mobile extends beyond the office, and enjoys photography and getting outdoors.