Create a Unified Customer View with Identity Resolution

CMO Marketing leaders are absolutely focused on empowering teams to accelerate innovation, and work in new ways to build resonant consumer relationships, realizing nothing short of a total, integrated approach across ALL technology, data, and teams that will drive success.

But, What changes need to be made to the operating model? What new technology and tools will have the most impact? How do I get my organization on board?

Join the talk with marketing experts, Danica Konetski, Industry Principal for CPG at Treasure Data and Carole Irgang, C-suite marketing professional and founder of Red Shoes Marketing as they discuss their thoughts on the new Marketing Blueprint and learn the importance of:

• Outcomes-based measurement
• Insights everywhere
• Leveraging the total brand ecosystem

More than half of US advertisers we polled in December 2020 said they believed Chrome’s phaseout of third-party cookies and Apple’s restricted use of IDFA was disruptive to the advertising industry. Four months later, in our April 2021 survey of US advertisers, we found 71% of advertisers agreed these changes would benefit the industry in the long run.

So advertisers are optimistic about these changes, but the big question remains: are they ready?

For Executives to better understand how advertisers are approaching these changes and pivoting their practices, Advertiser Perceptions has put together an expert panel to discuss the current state of identity, advertisers’ state of readiness for changes, what’s being done to address these changes, new targeting and measurement tactics advertisers are planning to use, why first-party data is so important and what’s being done to collect it, store it and activate it.

TOPICS COVERED IN THE WEBINAR
• The Current State of Identity
• Advertisers’ State of Readiness
• How Are Changes Being Addressed
• New Targeting and Measurement Tactics
• The Importance of First-Party Data

PANELISTS
• Lauren Fisher, EVP Business Intelligence, Advertiser Perceptions
• Stuart Schneiderman, SVP Business Intelligence, Advertiser Perceptions
• Jeffrey Ralls, Senior Strategy Manager Adtech | Martech, Treasure Data

In an era where consumers are bombarded with many different messages, offers, and content, how do you know which touchpoints worked to close a sale or build enduring customer loyalty? There are many different “ multi-touch attribution models ” that provide insights into what works. But which models are best for your business, and when and how should you apply them?

These questions have only become harder to answer with the growing complexity of consumer journeys across many digital and physical touchpoints, from brand websites, online ads and social media to brick-and-mortar stores.

To tackle this challenge, Treasure Data has developed a multi-touch attribution (MTA) model that combines a Long Short-Term Memory (LSTM) deep learning ML-model with Shapley values, a concept developed by Nobel Prize-winning economist Lloyd Shapley.

With multi-touch attribution models, marketers are able to:

· Use real-world customer behavior data and ML to calculate and update attribution values
· Unveil correlations between touchpoints during the customer journey
· Provides granular channel attribution % at each step of the customer journey to conversion
· Allows for a data-driven budget allocation across channels and funnel stages