27 - 29 April, 2014
Microsoft , Singapore, FL
Andrei UtkinDirector, Professional Services
Andrei Utkin joined Neustar in July 2013 and currently serves as the Director of Professional Services. He is responsible for working with Neustar’s clients to plan and execute data-driven marketing analytics, targeting and segmentation projects. Andrei’s expertise includes a unique combination of digital marketing, strategy and data analytics, with leadership experience in the financial services space, which he uses to consult Neustar clients to drive marketing innovation. Prior to joining Neustar, Andrei spent ten years at Capital One and helped launch the bank’s online marketing practice, which established Capital One as a top online direct response advertiser. Before his time at Capital One, Andrei consulted Fortune 100 companies on business strategy and performance improvement at McKinsey & Company, and has international agency-side advertising experience from McCann and Saatchi & Saatchi. He holds a Master of Science degree in Economics from Moscow State University and an MBA from NYU’s Leonard Stern School of Business.
The explosion of data is changing the practice of marketing across the financial services industry. Marketers crave the benefits of Omni-Channel but often lack the analytics to make it work. Organizations are realizing the strategic value of their internal data assets paired with external market intelligence to drive decisions; yet many companies are challenged with the complexity of how to use this information. Halo brand advertising with high-level reach or awareness metrics is increasingly being replaced by direct response marketing with return on investment as the main measure of success. Segmentation and attribution have become critical to driving effective online and offline marketing campaigns that cut through the clutter. Andrei Utkin, Director of Professional Services at Neustar, will discuss how transformative organizations are adopting technology and incorporating data across their marketing value chain for strategic decisions to create a complete, real-time portrait of their prospects and customers and enable a personalized dialogue across all marketing channels with highly measurable results.