Jul 21, 2003  •  Post A Comment

Sherita Ceasar’s work with CTAM exemplifies the summit’s theme this year: the science of marketing. As a leader in developing CTAM’s Master Courses on Advanced Digital Services, she’s being honored with a TAMI.
Ms. Ceasar is the VP and general manager of SciCare Broadband Services, a division of Scientific-Atlanta. SciCare provides consulting services for operators introducing new services. She has worked on the courses during the past few years, starting with topics on new services and digital video.
“Now that we are adding games, information, interactive services and Wink, what are some of the considerations you are going to have to be worried about to make you dangerous to an organization?” she asked.
If an operator is launching an ITV application, she will teach marketers what they need to know about engineering, the IP connection and the installation process, and especially about how those elements will impact consumers.
Her role in designing master classes has been to encourage operators to think about the purchase, delivery experience and usage experience for new products. “To the consumer, the marketing group is the most important one. The customer doesn’t care about the technology. We are worried about making the customer experience successful,” she said.
The purpose of the courses is to help operators understand what will be successful in their customer acquisition campaigns, she said.