In today's economic environment, it is not just the bankers who are in trouble. Marketers are faced with tough decisions, too -- many companies are cutting their marketing budgets, but they don't want to give up marketing altogether. Unless they figure out a way to stop customer attrition, companies must continue to market. The question is: What should they give up?
In these difficult times, analytics may be the best budget investment. Analytics play a vital role in the decision-making process, helping marketers manage their channels and list sources using scientific measurements and carefully designed response analyses. Marketers should never make cost-cutting decisions without first reviewing performance indicators.
Bio
Engelina Jaspers
As Vice President of Corporate Marketing, Engelina Jaspers is responsible for advancing HP's corporate brand and reputation with external stakeholders, as well as driving employee engagement across the Americas region and in select emerging markets. Additionally, Jaspers leads HP’s marketing efforts reaching out to U.S. multicultural consumers. She was a driving member of a recent cross-company marketing job architecture overhaul, and defined a new set of 2.0 competencies for today's marketers.
Her HP experience spans regional, global and corporate roles across marketing and marketing communications. Prior to joining HP in 1998, Jaspers built a successful career at Kodak, where she held progressively senior marketing and communications positions. Prior, she spent six years in the field as a sales representative for Kodak's office imaging products.
Jaspers has a master's of science degree in Public Relations from Boston University and an undergraduate business degree. She is a passionate advocate for targeted marketing and return on marketing investment, and a frequent presenter on multicultural marketing as a means to accelerate business growth and brand equity.
Umberto Luchini
Umberto Luchini joined Skyy Spirits in 2006 as Marketing Director on the Campari brand the Group international portfolio. Prior to joining SKYY, Umberto served as International Brand Director in Milan (Italy) for Gruppo Campari, leading the expansion of the core Group Brands into European and Asian markets. In addition to his role at Gruppo Campari, Umberto has a wealth of experience managing two of the world's most valued brands, Marlboro and Ferrari.
A native Italian, Umberto has lived in more than 10 countries around the world and is an avid triathlete.
Umberto holds a degree in Economics from University College London, UK.
Gary Parisi
Gary is currently Senior Vice President of Business Development for infoUSA, where he manages their national accounts sales organization. He has been in the direct marketing industry for over 12 years, including stints with Acxiom Corporation as Business Development leader for the Financial Services Division, and with Experian as EVP, North America Strategic Account Group.
His main area of expertise is creating component-based database marketing solutions for both B to C and B to B marketers across several industry verticals. His recent areas of focus are channel optimization solutions for mail, email and mobile messaging marketing initiatives. He is a graduate of East Carolina University.
Stephen H. Yu
Stephen Yu is a world-class database marketer with a proven track record in comprehensive strategic planning and complete tactical execution, from data collection and database design to model-based targeting and delivery, effectively bridging the gap between the marketing and technology world with a balanced view obtained from over 20 years of experience in best practices of database marketing.
He is currently Vice President of Database Strategies at InfoUSA National Accounts Division, leading analytical services team. Previously, he was a co-founder, visionary and the principal technology architect of I-Behavior Inc., a premiere co-op database company that was the first to fully incorporate SKU-level data into the base, forever raising the price of entry for the entire list industry. His extensive database and consulting assignments have included first-rate financial institutions, service providers, manufacturers, publishers, and multi-channel retailers.
It was the most boring lecture I've ever heard from marketers. The whole hour of discussion could be summarized in a few sentences. The biggest disappointment was Umberto Luchini of Skyy Spirits. There are must be some entertaining stories and creative strategies on how to market alcohol with the lower budget; Umberto decided not reveal them rather elaborating on that spirit industry is almost recession-proof and how they advertise on the Facebook. Although some of the information shared by the panel is note-worthy, the overall delivery sucks.
member. 
