Panel – Measurement: What, Like It’s Hard? скачать в хорошем качестве

Panel – Measurement: What, Like It’s Hard?

Performance marketers live and die by the numbers. As gatekeepers of the lower funnel, we’re not only bombarded with questions from stakeholders but we’re just as curious ourselves. What’s our budget? They’re charging what for a CPC? How many sessions did we drive? Were they incremental? What’s our conversion rate? But with an ever-expanding mix of channels and touchpoints, tying those answers together is anything but easy. We’ll break down the art and science of defining the right KPIs, stitching together data across fragmented platforms and communicating marketing’s true business impact. We’ll explore how leading brands are thinking about attribution in an era of signal loss, how to move beyond last-click logic, and how to build a measurement model that reflects your full-funnel goals without losing the plot. Amanda Beamish Sr. Director, Performance Zenni Optical Belle Strachan Growth Marketing Lead Stitch Fix Sally White Social Marketing Manager Warner Bros. Discovery MODERATOR Kevin Washington Director of Product Management DAT Freight & Analytics