BOSTON – (Feb. 2, 2009) – Tracy Sinclair, director of Aquent’s marketing practice, joined other top marketers at MPlanet, the annual conference of the American Marketing Association, in Orlando, Fla., where on Wednesday, Jan. 28, she led a thought leadership roundtable about making marketing mix decisions.
MPlanet’s roundtable events offered conference attendees the opportunity to meet with marketing luminaries and discuss critical issues facing marketers today. Key topics included:
- Brand Building in a Digital World
- Connecting with Empowered Customers
- Global Marketing on a Borderless Planet
- Marketing Mix Decisions
Drawing on her previous experience as brand manager for a CPG company, Sinclair said, “Developing the right marketing mix can be challenging even for the most seasoned marketers.” She added, “The availability of detailed and accurate data sources is absolutely critical to the decision-making process.”
Sinclair, whose work at Aquent focuses on helping companies find specialized marketing talent, offered insights to marketing leaders who are considering whether to use marketing mix modeling as part of their research strategies. Her practical tips included how to set expectations with marketing mix modeling firms and with internal stakeholders.
“The roundtable was a rare opportunity for B2B and B2C marketers to share their perspectives on developing the right marketing mix with peers at other organizations,” reflected Sinclair. “It was a pleasure to engage in an in-depth discussion with subject matter experts and marketing leaders looking to broaden their points of view as they relate to choosing the right marketing mix for their business strategies.”
About Tracy Sinclair
Tracy Sinclair, most recently served as a consultant for the Zyman Group, where she advised a variety of Fortune 500 clients on business and brand strategy. Prior to the Zyman Group, Tracy spent five years at Procter & Gamble, beginning her career there in the role of assistant brand manager for Crest Whitestrips, the most successful new product launched at P&G in more than 20 years. Tracy went on to become brand manager for Global Kids Oral Care, ultimately overseeing a portfolio of oral care products with business in more than 35 countries.
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