Customer Centricity, Relevance and Engagement at Northwestern University
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Do you know what your customers really want from you? Do you know why they come to your website? What motivates them to purchase from you? To blog about you? The answers to these questions guide the new rules of marketing in a digital age.
Join Tom Collinger, Dean of the Integrated Marketing Communication (IMC) program at Northwestern University, as he discusses why relevance rules. The IMC graduate program that Tom leads was pioneered by Northwestern and focuses on making customer-centric, data-driven decisions. Together, you will review:
- How Customer Centric Marketing Improves Growth
- Why Relevance Rules
- The Impact of Engagement Optimization
The digital world has transformed marketing over the past decade. Consumers now have more information and power at their fingertips. Because consumers know more, they expect the companies with whom they interact to know them better as well.
About our expert:
Tom Collinger, Chair, Integrated Marketing Communications Program, Medill School, Northwestern University
Tom Collinger is the Associate Dean at Medill, and Chair of the Integrated Marketing Communications program. Additionally, he’s an Associate Professor and the Sector Head of Direct, E-Commerce & Search Marketing.
He is a widely recognized expert in the areas of integrated marketing communications; direct, database & e-commerce marketing management; customer loyalty; customer relationship management; and channel integration. Collinger is also the president of The TC Group, a marketing strategy consulting firm. Some of his clients have included: Advanta, A.G. Edwards, Discover Card, Doubleclick, Benesse Corp./Japan, Nimblefish, Sony and Walt Disney Attractions.
He has been on the editorial advisory board for the Journal of Consumer Marketing; a former senior vice president of Leo Burnett Company; and former vice president and general manager of Ogilvy & Mather Direct. He also serves on the board of directors for The Cancer Wellness Center in Northbrook, Ill.
