Retail Therapy: AI's Prescription for Marketing Measurement & Planning Bliss - S510

Marketers have long grappled with the challenge of measuring and effectively communicating the incremental ROI of their efforts across various channels. With the increasing challenges of the cookieless now and expanding privacy measures, there's an urgent need for innovative solutions that can equip marketers for the future. Discover how Capri Holdings (Michael Kors, Versace, Jimmy Choo) is revolutionizing their approach to measurement and planning by harnessing cutting-edge AI to optimize their marketing ROI and create a true data culture that drives actionability, resulting in strategic alignment and confidence throughout the organization. 
 
In this enlightening session, gain valuable insights from both Capri and Adobe on: 
• The strategic imperative of establishing a scalable and transparent measurement and planning framework 
• Strategies for developing an architecture that seamlessly connects marketing efforts and insights to actionability and business value 
• How Adobe Mix Modeler unifies Marketing Mix Modeling (MMM) and Multi-Touch Attribution (MTA) outputs for strategic upfront planning and tactical in-flight optimizations 
• Leveraging AI to efficiently train and update models, thereby accelerating time to value
• Ensuring organizational readiness for advanced marketing measurement & planning

Track: Planning and Workflow, Analytics, Customer Data Management and Acquisition

Presentation Style: Case/use study

Audience Type: Advertiser, Digital marketer, Marketing executive, Data scientist, Marketing practitioner, Marketing analyst, Business decision maker, Social strategist

Technical Level: General audience, Beginner, Intermediate, Advanced

Industry Focus: Advertising/publishing, Automotive, Healthcare and life sciences, High tech, Media, entertainment, and communications, Retail, Telecommunications, Travel, hospitality, and dining