Executive MBA Lecturer
Professor Suk is a seasoned marketing executive with solid data, analytics, technical, managerial and communication skills. She has led many large- scaled analytics, data and AdTech/MarTech strategic initiatives across enterprise clients including, CPG (P&G), Telecom (AT&T, Comcast), Financial Services (American Express, Barclays), Media (NY Times, Thomson Reuters), and Consulting (Accenture, CapGemini, Ernst & Young). She is passionate about utilizing data and technology to help transform the digital experience of large brands.
Professor Suk currently is the Marketing Technology Lead at Hearts & Science, the award-winning global marketing agency focused on data driving marketing in the Omnicom Media Group. She has deep expertise across key platforms utilized for marketing, including Adobe Marketing Cloud, Google Marketing Cloud, Data Management Platforms, Ad Verification partners (DoubleVerify, Integral Ad Science), Syndicated Marketing Partners (Nielsen, ComScore), Audience Onboarding platforms (LiveRamp) and Customer Data Platforms and more.
In her role, Professor Suk helps clients maximize their business value from data, marketing and technology investments. Her accomplishments include developing recommendations on media quality improvements which helped derive millions in media savings for a top Telecom brand; providing thought leadership to senior clients on how to navigate the changes within the industry concerning privacy and technology; and creating compound metrics to help advertising optimization across audience, scale, and quality that has led to millions of dollars of media savings for a leading P&G brand.
Professor Suk has over 20 years of experience in analytics, marketing, advertising, and technical consulting, and is a frequent conference speaker and panelist.
Recently: Prof. Suk has spoken in front of 500 company executives and marketing industry peers at the Adobe Symposium NYC in June as a panelist on how to transform advertising through customer experience. Adobe is the provider for the leading marketing cloud platform. In addition, she was tasked by her parent company (Omnicom) CEO, to train 4,000+ director-and-above colleagues worldwide on the topic of Apple's Intelligent Tracking Prevention. Apple has released restrictions on cookies with each iOS release last 1.5 year, removing/limiting the browser cookies on their browsers (Safari). This has significant impact across all forms of digital marketing for all companies, including measurement, attribution, audience building and targeting, media activation etc. She customized the content and presented strategic plans to various companies in order to craft mitigation plan, including AT&T (2nd largest advertising in the US), Amgen, Intuit, Barclays, and others.
Professor Suk has earned an MBA from the Executive MBA Program at Rutgers Business School and a Bachelor's Degree in Computer Science from Rutgers College.
Digital Marketing Analytics Course Description
To survive and excel in today’s economy, executives need to focus on deploying their marketing and advertising dollars more effectively by validating the return of investment (ROI) of this spending. Digital marketing has proven to be a necessary and effective channel to showcase brands, to reach customers and to build loyalty. Executives need to navigate today’s complex and fragmented digital marketing concepts and regulations to ensure that their organizations upgrade and adapt to the age of digitalization. This course highlights how it is imperative that digital marketing be integrated with powerful digital marketing analytics, which through data acquisition, exploration, testing, and application, produce insights to drive continuous improvements in digital marketing programs and to maximize returns.
This course provides a comprehensive look at various aspects of digital marketing. Starting with foundational concepts across all aspects of digital marketing, including owned, paid and earned media channels, participants then do deep dives into measurement strategy, metrics, framework, concepts, issues, tools, testing and best practices. This highly applied course adapts regularly to reflect current marketing industry changes, trends and updates. A key focus of the course is to ensure that executives can learn digital marketing analytics through real-world practice by using industry-leading digital marketing analytics tools.
Topics covered include:
- How to link business objectives with digital marketing objectives and to develop measurement strategy?
- How should executives manage vendor selection?
- What are the key digital marketing metrics and key performance indicators for different types of organizations?
- What are the owned, paid and earned media channels, and how to navigate through the complexity and measure marketing success?
- What are the latest privacy and technology changes on audience and data, and how to ensure that your organization is adopting these changes?
- How to utilize quantitative, qualitative and competitive tools to drive actionable insights?
- How to optimize digital channels by incorporating testing and experimentation?
- How to create and manage an analytics culture for your organization?
MBA, Rutgers Business School, Executive MBA program
B.A. in Computer Science, Rutgers College