Data-Driven Bottom Line Results: Making Social Media Actionable A Real World Case Study

Location: Pacific Heights Level:

How do you answer the question, “What is the business impact of my social media efforts?” How do you connect the conversations happening on your social networks to the systems that measure business performance? In this real-world session you’ll hear from Eric Snowden, VP of Creative & Technology at Atlantic Records and Carmen Sutter, Senior Director of Data Services at Warner Music Group as they share how Warner Music Group is leveraging the power of data to make smart social media strategy decisions and tie their fan aggregation and traffic-driving efforts to bottom line performance.

Moderated by Tim Waddell, Adobe Director of Product Marketing.

This session is underwritten by Adobe

Photo of Tim Waddell

Tim Waddell


Tim Waddell is director of product marketing at Adobe, within the Omniture Business Unit. He manages the advertising optimization applications. His role within Adobe is to deliver solutions which provide marketers the capabilities to measure, manage and optimize cross-channel marketing campaigns. With the data available today, advertisers have the opportunity to create campaigns that reach their target audiences with the right message in the appropriate environment across the wide array of marketing channels. These capabilities will drive conversion, increase retention and ultimately deliver a profitable marketing portfolio. Tim brings significant experience in the online and traditional marketing disciplines. Having worked in an agency media planning role for many years, he moved over to online in 1995 with Travelocity managing the sales and agency relationships. From there he went to Microsoft and gained experience in several disciplines – selling online advertising and managing MSN’s commerce business team from a demand generation aspect as well as packaging solutions for partners. His last role before moving to Adobe was running the Marketing Analytics team for Bing.

Eric Snowden

Atlantic Records

Eric Snowden is currently the VP of Creative and Technology for Atlantic Records where he leads a team of designers, developers and project managers to create websites and online marketing campaigns for Atlantic artists. He also teaches photography and web design part time at Parson’s School of Design. In the past he has been the Creative Lead at Warner Music Group, a Senior Art Director at CMDi Connect, a studio manager at Anderson Ranch Arts Center and the assistant to photographer Lynn Goldsmith.

Carmen Sutter

Warner Music Group

Responsible for web analytics & online consumer data strategy at Warner Music Group.
Member of the Omniture Customer Advisory Boards for SiteCatalyst & SocialAnalytics

  • Adobe Systems, Inc.
  • Bing
  • Intel
  • Nielsen
  • IBM
  • Serve (amex)
  • Dell
  • Yahoo!
  • .CO
  • mylife
  • HP
  • Changers
  • Pepsi
  • PulsePoint
  • Roamz
  • Tagged
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