Managing advertising programs across many products, geographies and audiences is extremely difficult -- especially when a weak economy puts your budgets at risk. Long considered a best practice for functions like procurement and IT, today’s economic environment is driving organizations to centralize advertising programs and build Digital Centers of Excellence (DCOE).
The benefits of a Digital Center of Excellence (DCOE) are vast and go far beyond cost savings. Learn how the DCOE concept provides a foundation for performance optimization, operational efficiency and program accountability across paid search advertising, natural search optimization and other digital advertising programs.
The session explores how these major advertisers are structuring their Digital Centers of Excellence, the benefits realized and the challenges overcome.
Dennis Haugan is the Senior Director of Web Marketing at T-Mobile USA. Currently he is leading his fifth website redesign and tenth microsite design. Haugan has translated vision into multi-year web strategies for marketing, sales and care over the last ten years.
Efforts lead by Haugan moved T-Mobile USA from last place within the wireless industry to leadership positions in many key areas. In February 2007, Forrester Research ranked www.t-mobile.com second in best website score in their Best and Worse Cross Channel Design study.
Haugan and his team grew website traffic by 40% last year by integrating organic and paid search, online advertising, and social marketing programs. Haugan lead acquisition based online advertising and paid search for the last two years and is now focused on universal site design and experience, organic and onsite search optimization, and social marketing integration.
Craig Macdonald, Senior Vice President and Chief Marketing Officer of Covario, is responsible for the strategic direction, development and marketing of the Covario portfolio of solutions. As SVP and CMO, Macdonald works closely with Covario's Fortune 500 advertisers to create innovative, analytics-driven solutions and to build DCOE programs that drive top line revenue and bottom line efficiencies.
Prior to Covario, Macdonald was the director of product management for the service and management group within Hewlett Packard's OpenView division where he oversaw service and asset management, configuration management, and discovery applications used by large enterprises worldwide. Previously, Macdonald held key positions at Peregrine Systems, Inc., Fair Isaac, HNC Software, World Research Advisory, META Group and Greenwich Associates.
Macdonald is a frequent speaker at industry conferences around the globe including Search Engine Strategies, ad:tech, OMMA and Search Insider Summit. He is also the author of several white papers and Covario's quarterly Global Search Spend Analysis.
Macdonald earned an MBA from New York University's Stern School of Business, and a BS from the University of Pennsylvania. He also studied at the United States Military Academy at West Point.
Gary Milner originates from Newcastle, United Kingdom but now resides in Raleigh, North Carolina as Global Marketing Director for Interactive Marketing for Lenovo. His role encompasses all of the digital marketing, including search marketing now centralized with Covario. He has driven the centralization of global interactive media acquisition and trafficking for most of the markets in which Lenovo operates. He has direct responsibility for acquiring traffic for the North American teleweb business which has grown 600 percent in revenue in the past year.
Acquisition programs that he operates include affiliate marketing, PC vertical marketing, Comparison Shopping Engines, test programs such as Google TV and display advertising. Milner has spearheaded the formation of the digital measurement dashboard for Lenovo. Milner was awarded the first inaugural award for TV marketing excellence from the Google Corporation in 2008 and in Q4 won the Summitt Award for bleeding edge digital media measurement. Prior to Lenovo, Milner held a variety of roles in the IBM Corporation spanning brand management for Thinkpad Notebooks, Direct marketing, Channel Management and Business Analytics. These roles spanned UK, Paris European HQ, and Raleigh, North Carolina. He has traveled and worked globally with both companies. Milner was awarded an MBA at Manchester Business School and loves to play soccer and golf.
Dan Quinn is the Manager of Global Digital Media at Research in Motion. In his role, Quinn oversees the strategic management of all global digital marketing activities including digital design, online media planning, content management and strategic planning.
Quinn has managed many Global Digital initiatives in his career including the Global Digital Marketing program for the Cayman Islands Department of Tourism based in Georgetown, Grand Cayman and Luxury Segment marketing for Expedia Inc. based in Bellevue, Washington.
Quinn holds an Honors Bachelor of Commerce in Finance and Marketing and an MBA from the University of Windsor.
Dennis Haugan, senior director of web marketing for T-Mobile, describes the digital campaign T-Mobile used for launching the Google Phone (G1), relying heavily on bloggers and less on mainstream media.
The company marketed the phone using an interactive website for over a month before advertising on television.