It's Rocket Science! AI Approach to Planning & Measurement - S125

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Now more than ever Advertisers need to maximize the efficiency and effectiveness of their Digital marketing investments. As part of PwC’s marketing transformation practice, they have worked with multiple clients to transform their media investments. Along that journey PwC have identified 4 interconnected pillars of maximizing digital media spend which they will talk through. Western Union will help bring these concepts to life as they share their journey to becoming a data driven technology enabled organization in partnership with Adobe and PwC.

Learn about:

  • Establishing a solid foundation by ensuring you develop the right data models
  • How to leverage Data and Analytics, including Marketing Mix Modeling and Multi-Touch Attribution methodologies to be truly data driven and customer centric
  • How to ensure you have the right fit for purpose technology to drive relevance at scale
  • Why it is important to have fewer, bigger and better partnerships

Public Track: Analytics for Customer Journeys

Type: Session

Technical Level: General Audience

Presentation Style: Value Realization

Audience Type: Advertiser, Business Analyst, Marketing Executive, Audience Strategist, Channel Marketer, Marketing Practitioner, Marketing Analyst, Media Planner

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