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Jake Fowler

Nebulous Digital Marketing Investment is Dead



Shar VanBoskirk, VP and Principal Analyst Serving CMO Professionals, Forrester
Mykolas Rambus, General Manager of Data-driven Marketing, Equifax


$119 billion—yes, billion. Sounds astronomical, but that’s how much companies are expected to invest in digital marketing over the next five years. The surprising part, however, isn’t how much, but how they’re investing those dollars. Experts from Forrester and Equifax team up to explain why and how companies are shifting their digital focus from quantity toward quality, as financial services brands seek to connect with higher-potential, lower-risk audiences across their digital channels. You’ll learn how firms are decreasing their volume of communications, prioritizing their channel investments and re-thinking traditional growth strategies in order to optimize spend and build a better brand experience that resonates with increasingly savvy and discriminating digital audiences. Fueled by fresh survey insights, real-life case studies and deep market expertise, our presenters pull back the curtain to reveal in detail what’s changing in digital marketing, why it’s changing, how it will look in the future and practical steps businesses can take today to bridge a potential digital gap in their current or future digital marketing strategy. 


  1. Market forces, shifting consumer demographics and preferences, and developing technologies that are influencing digital strategies
  2. How digital components such as paid search, display ads, online ads and email campaigns are being used to support a better brand experience 
  3. Considerations for targeting the right audience, at the right time, with the right brand message across the right digital channels


  1. Benchmark your digital marketing spend against what other businesses are doing
  2. Learn how to optimize your digital spend and ROI, while building a better brand experience 
  3. Discover how a thoughtful, data-driven approach to digital can fuel winning growth strategies for acquisition and retention 

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Shar VanBoskirk

VP and Principal Analyst Serving CMO Professionals, Forrester

Shar helps CMOs lead customer-obsessed strategies at their firms while also transforming their marketing functions to deliver brand experiences that are relevant to empowered customers. Her specific research focuses on marketing strategy, budgets, staffing, organization, and creating an operating model for customer obsession. During her 18 years with Forrester, Shar has been instrumental in the development of many of the company's marketing program evaluation methodologies, training courses, and marketing planning tools and has also been part of Forrester's sales and consulting organizations.

Mykolas Rambus

General Manager of Data-driven Marketing, Equifax

As general manager of Data-driven Marketing at Equifax, Mykolas Rambus leverages his experience in business growth and development, operations management, information technology, and data protection and privacy, with a focus on big data, SaaS, FinTech, and media. In this role, he is responsible for developing and implementing go-to-market strategies that reinforce the data-driven marketing value proposition and competitive advantage as well as overseeing day-to-day operations. Prior to joining the Equifax team, he co-founded and served as CEO of Wealth-X, which provides intelligence on ultra-high net worth individuals around the globe, was an executive at Forbes Media, and a partner at KAHLE Partners where he directed sales and business development. An expert in wealth intelligence and marketing solutions, he has often been tapped to share his expertise at conferences, and in various print and television media. Mykolas is chairman of the Global Investor Immigration Council (GIIC), a non-partisan, not-for-profit, self-regulatory organization in the investor immigration industry. He is an MIT alum, having studied operations research and information technology.

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