May 09, 2018 - By Ginna Hall, Senior Writer, Visual IQ
Consumers move with great speed today. To be effective, marketers need to act just as quickly to improve the customer experience and drive business results. Yet companies in all industries share a common challenge: how to know which activities are actually driving revenue.
On May 15, Nielsen Visual IQ will host special guests Iain Noakes, Chief Customer Journey Officer at The Economist, and Amy Hu, VP, Interactive Marketing and Online Experience at H&R Block, for a discussion about the future of marketing effectiveness.
The 30-minute panel will cover:
The session will take place at the Gartner Digital Marketing Conference 2018 in San Diego, CA. This year’s conference will focus on “solutions that can help marketing teams capitalize on customer-centric trends in the year ahead.”
According to Gartner, 64 percent of marketing leaders report using or planning to deploy personalization technology, yet they struggle to develop personalized customer experiences across the buying journey.
Marketing attribution is one approach to solving this challenge. Attribution solutions assign credit to each touchpoint along the customer journey that reflects that touchpoint’s influence on purchase (or other business goal).
Historically, when marketers search for performance measurement tools, they often choose between multi-touch attribution models that offer speed and granularity or marketing mix models that offer scale and coverage.
Marketing mix modeling refers to a statistical modeling attribution approach that uses summary-level data to measure the effectiveness of digital and offline channels while accounting for exogenous factors (seasonality, interest rates, competitive spend) and company knowledge.
Multi-touch attribution is an attribution methodology that uses individual, user-level data from addressable channels (such as online display and paid search) to calculate and assign fractional credit to marketing touchpoints and dimensions (campaign, placement, publisher, creative, offer, etc.) along the consumer journey.
With the recent joining of Visual IQ and Nielsen, that world is now possible. Join us on May 15 to learn more about how The Economist and H&R Block are using advanced marketing attribution to drive business results.
Attending Gartner Digital Marketing Conference 2018? Stop by the Nielsen Visual IQ Booth #106.
To learn more about how you can be a better marketer in the digital era, download our ebook: Crossing the New Digital Divide: Your Guide to Marketing Effectiveness