Good marketing is often measured by its art and creativity. While undeniably important, all too often there is a failure to recognize the value of strategy, testing and evaluation, or research and analysis in the marketing effort. This session demonstrates how research assists in developing marketing strategies, resolving problems, considering alternative courses of action or determining the effectiveness of marketing expenditures. Experts provide successful, real-life examples of these and other techniques.

Moderator:
David Zamarin, SVP Marketing / CMO, Tropicana Entertainment

Speakers:
Rick Garlick, Senior Director of Consulting and Strategic Implementation, Maritz Research
Jeffrey Lowenhar, Ph.D., President, Gaming Research, Inc.
Rohan Miller, Ph.D., Faculty of Business and Economics, University of Sydney
Alan Rosenzwieg, Vice President of Marketing, Hollywood Casino Aurora