Navigating marketing effectiveness and measurement challenges in 2024

Описание: About the event

Third-party cookies are being phased out in 2024, which will impact how brands and agencies engage with their audiences and measure campaign effectiveness. Without third-party cookies, tracking user behavior across websites will no longer be possible, making targeted advertising difficult. Advertisers will need to find new ways to identify and reach their target audiences without infringing on their privacy. Brands and agencies will need to adopt new methods for measuring the effectiveness of their ads. Join our expert panel as they demystify methodologies, strategies, and key considerations for navigating the challenges and opportunities to solve the same.

Agenda

Foundations that marketing teams need to set for third-party cookie phase-out.
Effect on measurements and marketing effectiveness post deprecation.
How to solve these challenges through Marketing Mix modeling and universal attribution?
How do measure incremental ROI of marketing moving ahead?
How AI will play a role in navigating the challenges?

Speakers:

1. Alex Melen is an award-winning entrepreneur, keynote speaker, best-selling author, and early digital pioneer. He is the co-founder of SmartSites, a digital marketing agency that has grown from a handful of digital visionaries to a team of over four hundred full-time employees, spanning six offices worldwide.

SmartSites has been featured in AdWeek and the Inc. 5000 for numerous consecutive years as one of the fastest-growing digital agencies. SmartSites continues to be America’s top-rated digital marketing agency with a data-driven and customer-centric approach applicable to every industry.

Alex is a sought-after thought leader in the digital space, keynoting almost one-hundred conferences in the span of the last three-decades. He has also been featured in dozens of publications including Business Week’s Top 25 Entrepreneurs, Forbes, Bloomberg, NPR, and more.   / alexmelen  

2. Nicholas Handley has a fascination with digital strategy with a focus on paid media tying Brand and Performance channels together through connected creative, data integration, and measurement.

Nick never really saw the world of marketing as a career path and fell into working in media after completing a degree in Corpus Linguistics. He started his career in-house before moving agency side focusing in on Paid Media before branching out to data, insights, and strategy. He has held senior positions at some of the UK's leading independent agencies and launched strategy and paid media departments throughout his career working with Brands such as TalkTalk, Fossil, Moda & others. Nick has a keen interest in data and measurement and sees measurement as the core bastion of running effective digital campaigns. His mission at present is to help Brands and other digital marketers understand how to implement measurement strategies alongside paid media campaigns to ensure they are set up for the future.

Outside of running agencies, Nick acts as a mentor for young adults to help them get into the world of digital marketing alongside ticking off climbing all English, Welsh & Scottish mountains. When he's not in the UK you'll find him at his family home in Turkey.

  / nicholaslukehandley  

3. Jeremy Fenderson is an accomplished global marketing strategist with valuable, hands-on experience increasing sales and building brands.

Leveraged cutting edge digital marketing strategies to build the brand of a niche e-commerce retailer reaching over 4 million potential customers through highly targeted, multi-channel campaigns.

Experience leading a team of marketing personnel to maximize their potential, excel and exceed performance goals. -

  / jeremyfenderson  

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Lifesight is a unified marketing measurements platform that empowers modern marketers to make better decisions and achieve profitable growth in privacy-first era using Universal Attribution, Marketing Mix Modelling, Incrementality Testing, and Causal AI.

Our unified marketing measurement suite provides you with all the below capabilities in one stack.

Lifesight Connect: Centralize your data for a unified view that enhances your analysis and powers your decision-making.

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Trusted by 500+ leading brands worldwide, including GroupM, McDonalds, Coca-Cola, Accenture, Subway, KFC, Bose, Honda, and more, Lifesight is your marketing superpower in the Privacy-First Era.