As personalization becomes a key component of a successful campaign and marketers are increasingly being asked to prove the effectiveness and ROI of their decisions, data and insights have taken a central role in the development of marketing strategy.
James Geiser and Matt Powell will present a case study of how Six Flags successfully used local data insights to develop a strategy that secured season pass sales, ensured customization and positioned Six Flags successfully for the following year.
James Geiser, VP of Marketing & Sales 
James Geiser serves as Corporate Vice President of Marketing and Sales for Six Flags Entertainment. He brings more than 20 years of consumer marketing and management experience, including brand management, advertising, communications, sales and strategic planning. In his current role, he oversees all domestic and international marketing and sales efforts for all Six Flags theme and water parks. James has held various marketing and sales positions at several Six Flags parks and at the corporate headquarters.
In addition to his duties at Six Flags, James serves as the leader of the Marketing and Communications Committee for the International Association of Amusement Parks and Attractions (IAAPA).
Prior to re-joining Six Flags in 2010, he spent three years leading marketing and communications in the oil and gas industry for Chesapeake Energy Corporation in Fort Worth, Texas.
As an avid thrill seeker, he has yet to find a roller coaster that he won’t ride twice.
James lives in the Dallas, Texas area with his wife and two children.
Matt Powell, Chief Integrated Media Officer
One week into the business, Matt was sent to Houston, to observe at his first client meeting. Instead, he single-handedly presented the agency’s media plan when his boss didn’t make the plane in Dallas. Matt’s been stepping up ever since—for accounts as diverse as Neiman-Marcus, McDonald’s, Six Flags, Dickies and Planet Fitness.
Matt’s spent the past 16 years at Moroch solving media puzzles and evangelizing new platforms and technologies. Matt describes himself as “constantly evolving” and in the last year, this has led to his role now encompassing all Paid, Earned and Owned media channels. This alignment around Omni-Channel strategy has better positioned the agency to lead clients to today’s consumers.
We’re very excited to welcome James and Matt on May 17th at St. Rocco’s at Trinity Groves. Please join us to listen to them discuss the following points:
- Tips for selecting and using data for marketing strategy
- Challenges of translating data into insights
- Do’s and don’ts of developing a data-driven marketing strategy