Name: Measuring the Offline Impact of Facebook Advertising
Start: 2017-10-12T17:00:00Z
End: 2017-10-12T17:47:22.000Z
Location: BrightTALK
Rating: 4.33

In this session, LiveRamp’s VP of Customer Success, Allison Metcalfe will interview Michelle Mader, Senior Manager of Digital Media at PetSmart, and Olivia Bias, VP of Marketing at Goodway Group about how they're taking a people-based approach to measurement today.

Measurement Nirvana

In an age where the customer journey has multiple, fragmented touchpoints, is it possible to measure whether an individual touchpoint could make or break the purchase? That’s the challenge that incrementality attempts to solve. Join us to learn how current measurement paradigms fall short in one or more critical areas, and how an incremental methodology can help fill those gaps.

Marketing Incrementality: Climbing the Everest of Optimization

For a consumer-centric strategy to be successful, marketers need to shift their mindsets - from channels, data silos, and media metrics - to an approach that puts customer and customer value at the center of their measurement. Leading marketers are shifting to a lifetime value approach to measurement to drive growth. Learn the mindsets and behaviors that are enabling leaders to embark on this evolution.

Evolving Your Marketing Metrics: Moving to CLTV and Business Outcomes

The customer journey is not always as linear as seeing an ad and then buying online or in store. They might have called into your call center first to make an appointment or request a quote, then visited your store or branch to window shop, and then maybe even called back weeks later to complete the purchase. Call analytics and location data are two powerful insights into the omnichannel customer journey that brands are increasingly integrating into their measurement and customer journey mapping. In this session, DialogTech’s Director of Content Marketing, Blair Symes and Cuebiq’s CEO, Antonio Tomarchio will share what’s possible as well as real world case studies for each.

Cuebiq will share how location data can:
     - Map customers’ behavior patterns and help refine marketing strategy, messaging, and ad planning.
     - Target offers based on offline behaviors and purchase intent, helping fine-tune marketing and advertising strategies.
     - Measure if users exposed to an ad visited the store and how long they spent there and close the loop on how online, 
       TV, and other ad formats drive consumer behavior.

DialogTech will explain how call analytics can:  
     - Enable data-driven strategies to optimize digital ad spend to drive higher-converting callers.
     - How to target audiences likely to call with the right search, Facebook, and display ads.
     - How marketing can influence the call experience and help sales convert more callers to customers.
     - How marketers are analyzing what happens on calls for insights to improve ROI.

New Omnichannel Strategies Using Phone Call Analytics & Location Data

As marketers, we are being called today to create a cohesive measurement journey for our organization, that’s as seamless as the customer journeys we strive to create for our audiences.  This means creating an elevated view across our campaigns, channels, and purchase points, to optimize marketing performance, sales impact and customer loyalty holistically.  Join Mike McMaster, Strategic Partnerships Manager at Datorama, to learn how companies like IBM, L’Oreal and Telstra and others are:

   - Unifying their KPIs across channels, campaigns and customer journey stages

   - Creating a data driven culture of always-on reporting and optimization 

   - Combining technology, teams and change management to mature their analytics

The Measurement Journey: Connecting Data to Optimize Performance and Loyalty

The struggle is real - when it comes to understanding the impact your advertising campaigns had on sales, especially when you are trying to consider online and offline. In this session, Christine Grammier from Marketing Evolution, Laura Nix from Empower MediaMarketing, and Jill Feldman from Famous Footwear will share their tips and best practices for:

     - How to bring the right types of campaign, customer and sales data 
       together for comprehensive all media and all sales channel ROI 
       analysis

     - How to optimize best message and best media together, at the person 
       level, to drive either short-term sales and long-term CLTV

     - How attribution fits in your overall marketing technology stack

     - Why AI and Machine Learning algorithms can help make complex 
       integrated data highly actionable

People-Based ROI Strategies for Measuring Advertising's Impact on Total Sales

Social media advertising budgets have doubled worldwide over the past two years. But how can you know if those investments are paying off? Like most brands, O2 understood the reach, targeting and engagement value of Facebook, but struggled to measure the effectiveness and ROI of their Facebook ad spend to the same degree as other digital efforts. Marketing intelligence changed all that. Join us as we discuss how O2 was able to uncover the true impact of their Facebook spend on sales, how Facebook ads influence other media, and how relevant their ads are to their target customers. We’ll also explore how marketing intelligence can help you understand your consumers and the journeys they take, and optimize their experience with each touchpoint along the way.

Multi-Touch Attribution Across Facebook, Digital and Beyond

In this session, Dave and Scott will introduce the basics of various attribution approaches that are in the marketplace today.  Attribution is part art and part science – there is no right answer.  But, there are better approaches than others.  Scot will walk you through Acxiom’s attribution methodology step-by-step.  In addition, he will touch on a couple of analytical approaches to attribution that are grounded in people-based multi-touch attribution, but also take into account non-addressable media as well.  So, if you’re interested in learning how you can implement an attribution approach that you can feel comfortable adopting, then this session is for you!

How to Get Started with People-Based Multi-Touch Attribution

The rise of digital will not be the last major transformation that marketers need to adjust to. The pace of change will only increase over time, making an already complex ecosystem of channels, technologies and consumer behaviors even more complicated. The businesses that will succeed will be led by marketing teams that think beyond the channel or campaign, and become obsessed with the customer and the customer journey. To be obsessed with the customer requires a people-based approach to your marketing, as well as your measurement. In this session, attendees will learn what it means to take a people-based to measurement and why it’s so powerful.

Why People-Based Measurement is the Next Big Thing

LiveRamp RampUp Virtual Summit People-Based Measurement

In this session, Bruce Lee will discuss how Facebook’s Offline Conversions solution can give businesses visibility into how their Facebook ads are driving the offline results they care about: in-store purchases, call center phone calls, dealership test drives, etc.
 
Bruce will cover:
 
- How the Offline Conversions solution works, and how businesses can take advantage of it to get attribution measurement, insights into their customer base, and targeting capabilities for more effective marketing
 
- How partners like LiveRamp can help activate a client’s customer data for use with the Facebook Offline Conversions solution
 
- Case studies of clients using Facebook Offline Conversions to drive business success

Measuring the Offline Impact of Facebook Advertising

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Measuring the Offline Impact of Facebook Advertising

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