Michael Harrison

Managing Partner
Winterberry Group

With 20 years of marketing experience, Michael leads Winterberry Group’s marketing consulting practice. He brings strategic and executive competencies in all aspects of business and digital transformation, customer journey mapping, omnichannel development, marketing operations, supplier management, data integration and management, data procurement, prescriptive and predictive analytics, and quantitative analysis.

Prior to Winterberry Group, Michael was a partner of RAZOR that merged with NSI marketing services to create Ansira. He served as chief strategy officer at Ansira leading the strategic direction of the agency and their clients including, but not limited to Domino’s, Panera, Nestle N.A., Mitsubishi, and La-Z-Boy.

Before Ansira, Michael built data, and digital competencies focused on globally recognized brands in retail, automotive and consumer packaged goods at Doner Advertising and Havas (formerly EuroRSCG 4D). Brands included Mazda, Sirius, BMW, ACE Insurance, Luxottica and Citibank, and Circuit City.

He holds a B.A. in economics from Elon University and an M.A. in economics from Eastern Michigan University. In addition, Michael is on the Board of Advisors to the University of Texas at Dallas masters in the marketing program and previously the Big Data & Intelligence Chair for Southern Methodist University’s Digital Accelerator program.

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Winterberry Group   

Session

Case Studies on Customer Data Platform (CDP) Procurement, Implementation and Activation

Customer Data Platforms (CDPs) have emerged as a proposed solution to a long-existing challenge: wrangling customer data into a persistent, universal profile and making the data available for analysis and action.

Unfortunately, the interest in the market has led to confusion as vendors from different backgrounds, with different capabilities try to wrap themselves in the moniker, while simultaneously trying to define it on their terms. Thus, there is a strong need to clarify what a CDP is and isn’t, how a CDP can deliver value, and whether marketers should or shouldn’t work with a CDP. Michael Harrison (Managing Partner) from Winterberry Group and Rose Hamilton (Founder & CEO) from Compass Rose Ventures will discuss their experiences identifying, selecting and activating CDPs.

In this session, you will learn:
  • CDPs have a lot of value to offer, but what exactly are they? We will define a true CDP’s capabilities.
  • Confusion about CDPs is abound. This session will highlight the primary sources and clear-up the confusion.
  • How are CDPs used? Attendees will learn the ins-and-outs of what CDPs enable.
  • Is a CDP right for your business? This session will provide three iterative steps to know the answer to this question.

Tuesday, November 05, 2019

11:45 AM - 12:30 PM

Customer Data & Analytics

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