NetFinance 2014 (past event)

27 - 29 April, 2014

 Microsoft , Singapore, FL


Sheryl Larson

Senior Vice President of Digital Marketing
Northern Trust Co
Sheryl Larson is a Senior Vice President and head of Digital Marketing at Northern Trust, a global financial services firm with $846.2 billion in assets under management. Based in the company’s headquarters in Chicago, Sheryl manages Northern Trust's external websites including:, and Her team of content managers works closely with the company’s global business divisions to create and execute strategic digital marketing programs.

Sheryl has built a social media program for Northern Trust using Facebook, Twitter, LinkedIn and YouTube. She oversees collaboration for digital initiatives with more than a dozen divisions within the company. Her team has also deployed Wealth Path, an iPad app targeted to Wealth Management prospects.

Prior to joining Northern Trust in 2004, Sheryl worked in various communications and marketing positions for eight years at Cox Target Media in Largo, Florida.

Sheryl received both B.A. and M.A. degrees in Mass Communications from the University of South Florida.

16:15 PANEL: Realizing How To Use Models To Measure ROI On Projects Particularly If It Is Not Related To Sales Generation

What Are The Latest Methodologies To Convince Your CFO To Invest In Digital?
Given the large size of banks, robust enterprise solutions & technology costs get very high. Therefore the focus on ROI is very big. Every change requires significant investment & high security. The proposal approval cycle is tough & vigorous. With the huge rise in digital financial services offerings, there are some opportunities out there that you know are incredibly valuable to customers, but too complex and difficult to prove the return. So how do you build it anyway? This session will look at:
• Breaking down the criteria used to select projects to get them through the innovation funnel
• Understanding what goes into complicated financial models to prove long term ROI for a financial institution
• Getting to grips with new metrics including ROO (Return on Objective)
• Focusing in on what leadership is trying to affect - awareness, perception and consideration
• Discovering how to utilize scorecards, processes, analysts ensure return is delivered on these projects

Check out the incredible speaker line-up to see who will be joining Sheryl.

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