Say goodbye to guess work: Discover four steps to data-driven attribution modelling
Keynote by Dr Catherine Kelly, Marketing Practice Director at Jaywing & Kyle Fedyszyn, Head of Marketing & Digital at Hermes
In today’s tough retail environment, marketing budgets are under increasing scrutiny, with the justification of marketing activity being the biggest challenge marketers face. Siloed, channel-based reporting that requires self-correction is no longer enough, there is an industry-wide necessity for a more sophisticated, accurate way of understanding and measuring marketing performance and ROI.
In the session, Catherine and Kyle will share four steps to a best practice data-driven approach to attribution and how Hermes is looking at data, not just for attribution, but for complete business transformation:
- Step 1: Collecting the right data to describe and understand the full customer journey
- Step 2: Constructing the model and predicting the possibility of success for every journey
- Step 3: Using the insights gained to optimise your marketing strategy
- Step 4: Running budget scenarios and quantifying the impact of moving your marketing budget between channels and campaigns
- [Case example] How Hermes are using effectiveness insights to improve customer experience for consumers and retailers, and how this is starting to facilitate operational change across the business.
Leveraging your first-party data for successful cross-channel marketing campaigns
First-party data is now more important to the success of your digital marketing campaigns than ever before, due to recent restrictions around the use of third-party data. In our roundtable we will interrogate what is possible with existing technology that can integrate directly with your advertising platforms.
Key Delegate Takeaways:
- How leveraging first-party audience data will boost the effectiveness of your digital marketing campaigns
- Ways in which you can use your first-party customer data to enhance retargeting and prospecting activities
- How the Google Marketing Platform works together to make building audiences and advertising campaigns seamless
Benchmarking, defining a vision, building a plan and creating a culture of continuously improving marketing effectiveness.
Marketing Effectiveness as a never-ending journey. Data isn’t perfect. We discuss how to benchmark, define a vision, build a plan and create a culture of continuously improving marketing profitability.
Levels of data driven decision making vary dramatically from one business to the next. While many agencies preach an idealistic future vision, is often that there is a lot of work to do to set the foundations of marketing effectiveness and build channel roadmaps that integrate with a data and reporting platform, and a marketing effectiveness culture to drive significant improvements in marketing ROI. In this session we will discuss an approach to benchmarking marketing effectiveness and defining a roadmap to make quick wins but drive long term strategic improvements.
Key Delegate Takeaways:
- Debunking the myth of perfect measurability
- How to benchmark marketing effectiveness within your organisation
- How to translate analysis into an actionable roadmap
- Creating a continuous marketing improvement culture
- Keeping it simple, delivering action and visible ROI
Has the world of digital marketing become obsessed with attribution? Are digital marketers’ slaves to attribution?
Is attribution limiting the ways modern marketers think and act? With more data available to us than ever before the view of the customer journey is becoming more obscured. Let us take you by the hand and guide you through the fog!
Key Delegate Takeaways:
- The levers that have greatest impact on conversion don’t just come at the end of the journey
- Learn how to change the course of / influence the customer journey
- Learn how to identify cost savings in your marketing spend and how to act on them
- What happens if you remove elements of your marketing mix, will you still get the conversion?
Inform your future strategy – harnessing the power of data to influence your forecasts
Every company forecasts performance and the need to forecast digital performance is no different. But how do you do this accurately? Not only do you need good data, you need to know how to use it. Join our roundtable where you’ll be armed with the tools, working models and knowledge to support forecasting and inform your future digital strategy.
Key Delegate Takeaways:
- Where to find the data you need to forecast accurately
- How to turn big data into useable data
- How to identify trends within your data to inform strategy
- Applying data to create multi-layered illustrations
How to make the right decisions quickly
Do you find yourself trapped in inaction when it comes to improving your digital activity or strategy? You know what your challenges are but how do you inform and make decisions about how to improve? Is it all about data analysis? Best practice? User testing? This session will take a closer look at how to implement solutions that achieve meaningful results quickly and efficiently without the need for a major systems overhaul.
Key Delegate Takeaways:
- Being nimble: learn why it’s good to fail fast and iterate.
- Collaboration matters. We’ll share a few exercises we use to get the best out of the team.
- Learn how to inform your decisions and implement them without the risk of throwing the baby out with the bathwater.
Youtube: More than Just Views
Key Delegate Takeaways
- You will understand where Youtube fits into modern attribution modelling
- How Youtube can be run effectively alongside TV advertising
- You will learn all the most up-to-date targeting methods in Youtube
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If you’d like to attend the Data & Digital Effectiveness Leaders Masterclass in Manchester on Wednesday 1st May 2019, please register here and we’ll get in touch.