How do you know when your marketing is excellent, important or had the impact you expected? Ultimately, it comes down to being able to measure marketing performance. Marketing performance is the key to knowing where to spend the next marketing dollar.
If marketers can’t quantify the outcomes of their initiatives, it will prevent them from continuing to receive funding for their marketing budgets. And those outcomes have to be told in a way that the business will understand, care about and believe.
In order to do so, marketers must first align their marketing goals and their marketing outcomes. The focus must not only be on successful execution, but also on accurate measurement. Once you have the data, you have to act on the results so that you drive better audience management, better activation, better modeling and an overall better customer experience.
How do you go about improving marketing performance and reducing cost per conversion as the ecosystem shifts and the effectiveness of third-party cookies continues to decline?
Join Acxiom’s Dana Goff, head of financial services strategy practice, and Gloria Ward, director of Identity Strategy, as they share real-world experiences on how to quickly access and leverage usable insights, create a long-term replacement campaign measurement and improve multi-touch attribution (MTA) results – with more visibility, more matches and better underlying data.
Watch the informative MarTech session and learn how you can connect individual-level data across website visitors, conversions, paid media, direct mail and other channels. You’ll also learn the three main components for measuring marketing performance and how you can cut through the noise in a very technology-dense industry.
Watch the session here and be inspired to deliver more value to your consumers.
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Source: Search Engine Land