DMA 2015 Conference | Presenter: George Musi

  • Boston Convention & Exhibition Center 415 Summer Street Boston, MA, 02210 United States

Preparing for Success: Establishing the Flexibility to Make Insights Actionable

The process for executing marketing campaigns has undergone a major revolution in recent years as the channels, devices and tactics used to market to consumers have significantly changed and fragmented. In an increasingly complex and fragmented marketing landscape where the consumer weaves through a maze of digital, offline, POE media channels, keeping up with evolving consumer expectations and optimizing the multichannel consumer journey to positively impact sales and the overall brand experience is exceedingly tricky. More and more, marketers are turning to a data-driven marketing approach – specifically attribution – to marketing, measurement and optimization. Ultimately, the goal with data-driven marketing is to turn the volume, variety, velocity and veracity of data into actionable insights, learnings and recommendations that incite (timely and optimal) actions – actions that enlighten, empower and enable marketers to deliver the right message to the right consumer about the right experience in the right channel at the right time to drive relevance & receptivity to maximize response.

Mindshare's George Musi, Managing Partner, Analytics, Insights and Attribution, presents a session that provides attendees with a comprehensive understanding of the attribution landscape and the distinctions (the various models and approaches) to help make sense of and navigate this complicated and ever-evolving (important) marketing landscape.

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