Track Sessions 3
Track A – Data Science: Personalizing Analytics Reporting to the Strategic Marketing Team
Data scientists are driven by numbers and curiosity, while the marketers are driven by signals that ascribe to a call to action. In this session, learn the role of analytics in the decision-making process and the language needed to help drive successful marketing campaigns. Additionally, hear how you can adapt the personalization techniques you use for customer segmentation can be adapted to create personas for internal teams as a way to understand how to best convey findings to each segment.
Track B – Marketing: Tracking and Optimizing ROI on Media Channels
Investing in advertising is risky when there is no clear way to identify the ROI it’s bringing in. Learn how savvy marketers are proving the ROI by creating trackable signals including a call to action, and motivation to relay the source of conversion. In this session, discover how to overcome the disparate data and metric challenge of multi-channel media optimization, find a new level of control on the dials to optimize with media, data and analytics.