DBA Spotlight: A Brand’s Value Is Directly Linked To A Company’s Bottom-line

I recently attended a fantastic marketing conference hosted by Florida International University in Miami. The Digital Branding Analytics Miami 2019 Conference was chock full of great information and fantastic speakers and was really worthwhile. In the next couple of weeks, I will be sharing some of the info that these great marketing professionals shared with the crowd at #DBAmiami powered by #FIUMSM.

First up is Hector Hernandez, Chief Digital Officer for McCann Worldgroup. As a Demand Generation Strategist, he helps B2C and B2B companies leverage their digital channels to build their brand and transform marketing teams while driving revenue for the company. Being both a corporate employee and entrepreneur in his professional life, he had the ability to succinctly share with the audience what he had shared with start-up projects, small, medium, and large businesses … all the way up to Fortune 500 companies. So, what was the key takeaway that Hector shared with us? He thinks that it is of the utmost importance for a company to have the ability to assess its brand’s value using web analytics. Not only that but in order to increase sales, companies should step away from generic customer journeys and use research and analytics to create branded journeys for their customers. So, how are they rewarded for their efforts? Hector shared that the conversion rate for a branded journey (search term: Nike sneakers) is three times higher than a generic journey (search term: running shoes) with bounce rates that are 20-28% lower. That’s impressive!

If you want to find out more about these strategies or connect with this great speaker, you can find him at https://www.linkedin.com/in/hectorhernandezb/

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