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Measuring marketing outcomes when running omnichannel paid media campaigns can often be tricky, as offline media channel data are not typically easy to access. The lack of granular, individual touchpoint data due to privacy limitations and regulations has started decaying the impact that multi-touch attribution used to bring, hence diminishing the capability of a marketer to confidently attribute KPIs. Marketers need to adopt modern measurement industry standard (and now modernized) methodologies such as marketing mix modeling and incrementality testing to accurately measure the impact of offline & online media spends. This empowers marketers to allocate budgets, scale acquisition, validate strategies and prove ROI in the privacy-first era. Lets dive in with our marketing measurement experts and understand how advertisers should prove & predict omnichannel marketing ROI. When? Speakers: Madan Bharadwaj Leading expert in advanced marketing measurement systems. Over 15 years and 4 attribution startups, he has brought breakthrough innovations like multi-touch attribution and incrementality testing to market that is helping marketers navigate away from lastclick attribution. Rok Hrastnik Over the past 20 years , he has lead two ecommerce businesses to €50M+/year. He is an expert in holistic ecommerce strategy, leadership for growth, ecommerce management and economics. Gaurav Chandra Professional in data science with enthusiasm in machine learning and statistical modeling to discover insight from various datasets and enjoy data storytelling to connect the business and technology. |
