An odd thing happened when AirBnB, Adidas and Ebay went dark on some of their advertising. For these brands and countless others, they’ve learned that making the right investment decisions isn’t just about being efficient across channels, but about being effective in the right ones.
We’ve asked Ujjwal Dhoot, the CMO of DXL Group to provide his advice on how today’s marketer can sort the signal from noise. Together with Crealytics CEO and Founder Andreas Reiffen, they’ll discuss:
- Why most attribution systems have failed, and what marketers must do to achieve truly precise incremental measurability
- How measuring the impact of brand marketing on performance advertising will change the way you think about your customer portfolio
- Why CLV, and not audience cohorts, is the primary method for understanding your customers