Optimizing Marketing Communication with Quantitative Analysis
Maurice Parisian & Brian Handrigan
In this webinar, Maurice Parisian and Brian Handrigan provide a detailed discussion of why marketing communication and quantitative analysis must work together to obtain the ultimate marketing experience. Maurice and Brian detail the Customer Relationship Development Theory (CRD), the CRD Continuum & the Closed-Loop Process of Continuous Marketing, Communications Improvement, the Marketing Communications Development Process, Assessing Creative, Case Studies, and Marketing Intelligence Systems.
Maurice Parisien is an experienced marketer, coupled with consultative and management experiences in marketing and communications with both small and large corporations. Most recently, Mr. Parisien held the position of Vice President of Marketing & Membership for Air Evac EMS, Inc. In this capacity, Maurice was responsible for profitably growing the membership of this rural based air ambulance service. Reporting to both the president and a board of directors consisting of private equity investors, management responsibilities included the disciplines of sales, marketing and public relations.
Prior to being recruited by Air Evac EMS, Maurice held a position of VP of Strategy Development for Marketing Direct, an integrated database marketing services agency. In his capacity at Marketing Direct, Maurice was responsible for working with account teams and the client to assess client marketing needs and map integrated strategies and tactics that were ultimately implemented by the agency.
Mr. Parisien’s marketing career began with 14 years in sales and brand management with Nestlé-Purina Petcare Company, Inc., formerly Ralston Purina Co. Interested in establishing a valued-added marketing and communications consulting agency, Maurice left Ralston Purina in the late 80’s and founded, built and operated for 5 years, a successful marketing and communications consulting firm, Strategic Communications Group, Inc., St. Louis, MO. Consulting projects included marketing and strategic planning with for-profit, as well as non-profit businesses in various industries from consumer package goods and small manufacturing to the legal profession. Clients included: Monsanto, Ralston Purina, Mallinckrodt, Eveready Battery Co., Purina Mills, Inc. and the YMCA of Greater St. Louis.
In his tenure with Maritz, Mr. Parisien designed a strategic database marketing planning and tactical implementation process. As VP, Consulting and Management Services, Maurice led a team of consultants utilizing this assessment and planning tool with a number of Fortune 500 clients to the ultimate enhancement of their database-driven marketing and customer service initiatives. A sample list of clients served include: XEROX Corporation, ODP Division, Rochester, NY; Bell Atlantic Mobile, Bedminster, NJ; GTE Telephone Operations, Dallas, TX; Brunswick Corporation, Lake Forest, IL; Toshiba CSD, Irvine, CA; Storz Ophthalmics, a Division of American Cyanamid, St. Louis, MO; McKesson Drug Company, San Francisco, CA; and Waste Management, Inc., Oakbrook, IL.
An experienced marketing strategist, Mr. Parisien has successfully served his employers and clients by providing pragmatic strategic thought that focuses on the needs of the customer and the enterprise resulting in improved top-line and bottom-line results. An effective speaker and lecturer, Maurice has presented his theory of customer relationship development (CRD) to both academic and practicing database marketers.
Brian D. Handrigan
Vice President, Strategic Technologies
Marketing Direct, Inc.
Brian is a recognized expert in the fields of eBusiness strategy, applied marketing, advertising and new media technologies with over 13 years experience. He has been intimately involved in leveraging technology to achieve organizational objectives spanning the range from new media production and outsourced content management through to global brand management tools and integrated publishing technologies and inward & outward facing eBusiness initiatives. Brian’s Internet experience includes working with clients such as AON, Wal-Mart, Ernst & Young, SW Bell, Caterpillar, etc.
Prior to taking on the role of Vice President, Strategic Technologies at MDI, Brian worked with clients solving advertising, marketing and eBusiness challenges, literally around the globe. Brian held the position of Technical Director of Digital Dimensions (the first U.S. outsourced advertising content management company) and developed content management, automated print production and Internet solutions for clients such as Victoria’s Secret, Caterpillar & Fingerhut.
Upon successfully selling the business, Brian brought his experience to London, where he was Managing Director of Fusion DSG – the European technology arm of the Vertis group of companies. While under his direction, the unit worked with some of the largest brands in the world. The group managed the global distribution of advertising materials for Rolex, won the review for brand distribution agency for Barclay’s Bank, and provided technology / Internet consulting services to the leading advertising and marketing agencies across Europe (including J. Walter Thompson, Ogilvy One, Legas Delaney, WCRS, Euro RSCG, 180bv, and Lowe Group).
Brian holds a Bachelor of Arts degree in English and a Masters in Business Administration. He has been an active supporter of St. Louis technology based industry through his board position with the St. Louis Regional Chamber of Commerce. His publishing and speaking activities range from Siebold Seminars, to the American Prepress Association to the Korean Expo.