MASTERCLASS | May 7, 2:45 PM - 2:15 PM
Triangulation: How To Master Your Marketing Measurement And Maximize ROI
Enrico Ferrari
Former Global CMO, Rocket Internet & Chief Growth Officer, HelloFresh USA
Stephen Howe
Head of Data Science, Crealytics
What You’ll Learn in the Session
Is a single source of truth in marketing a sheer fantasy or a feasible reality? Digital media platforms operate as siloed walled gardens, each with its own measurement methodology.
On the other hand, privacy shifts make understanding marketing ROI a harder-than-ever challenge. By Q3 2024, the deprecation of third-party cookies and 75% of users opting out of app tracking will impact $600 billion in digital ad spending.
This demands a new marketing measurement approach.
Triangulation—combining Incrementality Testing, Marketing Mix Modeling, and Multi-Touch Attribution—offers a solution.
Mastering this comprehensive approach will equip marketers to navigate complexities and drive sustainable growth in a world of scarce user-level data.
Bonus: Look out for the Crealytics team at OMR
Andreas Reiffen
CEO and Founder, Crealytics
Enno Krey
VP Partnerships & Business Development, Crealytics
Stephen Howe
Head of Data Science, Crealytics
Ali Sasso
Senior Marketing Analytics Consultant, Crealytics
Nick Sifrin
Business Development, Crealytics