Performance Storytelling: Integrating Analytics and Creativity



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Ty Shay, CMO of Norton LifeLockNorton LifeLock CMO Ty Shay will deliver a keynote presentation at the 2018 Growth PR Conference, hosted by AirPR on October 30th at San Francisco’s Bluxome Street Winery.

The conference will cover how to take advantage of the latest technology and metrics to accurately attribute the ROI of your communications and marketing efforts. Industry experts, global brands, and AirPR will share how you can track, analyze, and use one-of-a-kind data to build a powerful communications operation and leave your competition in the dust.

Ty Shay, CMO of Norton LifeLock, will keynote the conference with the session “Performance Storytelling.” In this keynote session, Shay will share how Performance Storytelling differs from traditional marketing and communications strategies and outline a roadmap for success for CMOs to truly embrace the change.

“The modern CMO needs to evolve the marketing function from a cost center to a profit center, thereby showing the direct correlation of marketing to business results, including growth and profit,” says Shay. He describes the major differences with Performance Storytelling from traditional marketing strategies: “Performance Storytelling integrates both analytics and creativity. It forms accountability by demanding that the creative team deliver business results.”

But how can companies use Performance Storytelling to drive business outcomes and strategy? Shay outlines a three-step approach:

  1. Who: From the start, identify the largest segment to source volume from.
  2. How: Develop powerful stories using an analytical and results-focused approach
  3. Optimize: Deploy continuous feedback loops to measure and improve performance both in market and during development

Shay summarizes, “Going forward, marketers should no longer view themselves as either performance marketers versus brand marketers, but should view themselves as performance storytellers, integrating the best of both.”

To hear more from Shay and gain insights on successful performance storytelling, click here to request an invitation to the Growth PR Conference. Don’t miss this opportunity to get cutting-edge insights from Shay and other communications and marketing leaders and pioneers, as well as network with senior communications, PR, and marketing professionals.