Using real-world examples Rich Carvell from Kapeesh will demonstrate how marketing analytics can help you to preserve value when cash is tight and where to focus resources when in recovery. A non-technical introduction to marketing insight for finance professionals in the Brave New World.
Turn the data you have into knowledge to identify the areas of value in your organisation. Utilising existing data is vital when scaling back – and invaluable when ramping up for recovery. Learn more about:
- Your customer base – how to identify high value customers, build retention and develop a customer strategy
- Product range – which products create the most value: understand historical winners
- Media activity – identify what gives you the best ROI; what can be scaled back?
Rich Carvell, Corporate Strategist and Exit Planning Specialist at Kapeesh has over 20 years commercial leadership experience at board level, running e-commerce brands and managing big marketing budgets. He’s led growth turnarounds as well as managing business restructure and cost reduction. He’s spent a lot of time helping marketing be more numerate, finance more creative and businesses more profitable.
Sona Davda, Head of Strategy & Development, Communities at ICAEW is a Chartered Accountant, with over 13 years of experience in both practice and industry. Sona is the Head of Strategy & Development for Communities at ICAEW. She trained at PwC, gaining experience in Audit, Cost Transformation and Business Valuation before moving to Vodafone Group. At Vodafone, Sona worked closely with the Group CFO and Deputy CFO in her role as Valuations Manager, responsible for the valuation of Vodafone’s portfolio of companies and impairment reviews. She subsequently moved to Technology Finance, business partnering with Vodafone’s European markets and supporting both the Group Technology Director and Senior Management of the Regional Finance Team.