Name: Campaign Tracking 201: Correctly Setting Up UTM Tags in Ad Platforms
Start: 2021-08-19T17:00:00Z
End: 2021-08-19T17:00:16.000Z
Location: BrightTALK
Rating: 0

The power to drive businesses growth and competitive advantage is in your marketing data and what you do with it. Subscribe to this channel to learn best practices and emerging trends in a variety of marketing analytics topics including AI, predictive analytics, science-based recommendations, revenue forecasting, campaign optimization, journey attribution and more. To learn more about conDati RevenueLift, an AI-driven marketing platform for campaign decisioning and predictive analytics visit www.conDati.com.

For many of us this past year has changed the way we do business. Not all of it being bad. Digital transformation accelerated a whopping 5-10 years in just 90 days! But what does this mean heading into 2021?

For those that held back, thinking we would be back to ‘normal’ by now, it’s time to act to stay competitive. Companies need to adopt an agile mindset to pivot and adapt to whatever is thrown their way. Temporary band-aid solutions need to be replaced with permanent adaptable solutions. Trusted strategic partnerships need to be forged.

Join conDati COO and co-founder Linh Ho as she shares her perspective on 2020 and what marketing and ecommerce leaders should focus on in 2021.

2020 Learnings You Need to Heed Heading into 2021

Whether you sell through ecommerce or other means, as marketers we always have a number of campaigns on the go — brand, product, sales promotion, remarketing — across multiple channels such as Google, YouTube, Facebook, Instagram, and email. 

No matter how it’s sliced, that is a lot of metrics to track, analyze and action on. And with management scrutinizing every move you make the pressure is on for marketers to deliver revenue and make smart decisions around ad spend. So how do you easily keep track of what’s working and what’s not working, and understand where you should spend your next dollar to drive optimal return?

Join conDati CMO, Linh Ho as she shares how unified cross-channel digital campaign data tied to ecommerce or CRM sales, and displayed in real-time best practice dashboards, can help you easily and confidently make data-driven decisions to drive revenue lift.

What will be covered:
• The challenges and opportunities with disparate data across marketing platforms like Shopify, HubSpot, Salesforce, Marketo, Facebook, Google and more
• The need for cross-channel visibility to make critical decisions
• The importance of granularity in data to reveal actionable insights
• The role of AI in digital ad spend allocation

conDati Best Practice Analytics: Analyzing and Optimizing Campaign Performance

Connecting marketing data across siloed systems (Google Analytics, Google Ads and Facebook Ads, Shopify, Salesforce, HubSpot, Marketo, etc.) provides more accurate insights when it comes to attribution, cross-channel analyses and tying web analytics to revenue. But the task of doing so isn’t an easy one. Why is that?

Join conDati CEO Ken Gardner as he explains the importance of unifying marketing data and learn why the process can be time-consuming and tricky. Specific system examples will be shared to illustrate nuances.

Learn about:
• Why unifying marketing data is important – Limited Visibility = Limited Confidence
• What is involved in building production data pipelines
• The unique challenges each data source presents including navigating data quotas and handling retries from "socket timeouts" and "service unavailable"
• Working with data latency
• The power of clean, unified data and AI/ML

Why Is It So Hard to Combine Marketing Data?

As the number of ecommerce websites explode the need for deep analytics has become more critical than ever in the fight for attention and wallet share of online shoppers. Access to enough data is not the problem. The real challenge has been getting it all in one place, stitching the various pieces together, and organizing it in a meaningful way — until now.

Join conDati CMO, Linh Ho as she unveils the new Shopify 360° Analytics starter bundle. Learn how conDati can ingest and unify your ad platform, web analytics and Shopify data within days and provide you with the dashboards you need to make critical decisions to increase profitability and improve operational efficiency.

What will be covered:
• The challenges and opportunities with disparate platform data across Shopify and ad platforms like Facebook, Google and more
• The importance of end-to-end customer journey analytics to make critical decisions 
• Bringing together pre- through post-purchase data quickly and inexpensively 
• Accelerating your path to AI-powered analytics

conDati Best Practice Analytics:  An Introduction to Shopify 360°

conDati RevenueLift™ Optimization makes getting up to 50% revenue lift from optimizing digital ad campaign bids look easy. But there is a sophisticated multi-step algorithm process that is quite complex that powers it.

Join conDati's Iris Lieuw, VP of Data Science & Engineering, and Phillip North, Director of Data Science, as they share the science and mathematics that makes RevenueLift Optimization a must have for all paid search and paid social marketers.

What will be covered:
• The use of AI to unburden paid digital media professionals from manual optimization
• A look under the hood of RevenueLift Optimization
• Microsegments and the role they play in driving conversion and revenue lift
• Leveraging a multi-step algorithm approach for optimal ad spend allocation

New to conDati RevenueLift Optimization? Learn about it here:
https://www.condati.com/product/revenuelift/revenue-optimization/

The Science & Mathematics of RevenueLift™ Optimization

Marketers more than ever are being asked to do more with less, so are turning to data for guidance. With an overwhelming amount of data there are a large number of possible actions a marketer could take. There is little time to analyze it, and they are often left flying blind. 

AI thankfully thrives in conditions such as these, and solutions such as conDati make it possible to put the power of data science directly into marketers’ hands. 

Join conDati CMO Linh Ho for a Q&A session with James Dollinger-McElligott, VP Marketing and E-commerce at Shoes for Crews, to discuss how conDati RevenueLift™ gave him the ability and confidence to quickly make and action on decisions that helped Shoes for Crews rebound quickly over the past couple of months and set new records.

What you will learn:
•There is more unrealized revenue in your digital ad campaigns than you think
•The right analytics solution will greatly reduce decision cycles
•Experimentation is much less risky with real-time data
•Not to underestimate the confidence and agility AI can provide

Success Story: AI for Marketing, Paving the Way Through Chaos

When restrictions across North America went into effect mid-March to curb the spread of COVID-19 many small businesses and restaurants were forced into survival mode. Now with civil emergencies, small business owners have to act quickly and efficiently to preserve their businesses and safety of their employees.

Join conDati CMO Linh Ho for a candid conversation with Guy Arama, a corporate marketing executive previously at Microsoft, SAP, Automation Anywhere, and multi-unit restaurant owner. Learn how Guy has pivoted his restaurant business by doubling down on digital channels and data to guide his efforts to survive. 

What you will learn:
•Struggles of SMBs are real; insights into the daily struggles
•SMB strategy for recovery 
•How to pivot for long-term success

SMB Survival Mode: A Playbook from a Corporate Marketer & Restaurant Owner

The past few months have been wild and scary for most businesses. The speed and force of the shutdown being way outside anyone’s experience. But some companies have snapped back quickly from the shock. So, what are these companies doing differently?

Join conDati’s CEO Ken Gardner as he shares what he is seeing across conDati's customers and the playbook that has emerged that is setting these companies up to greatly benefit as the economy rebounds. 

Learn about:
•	Which paid marketing campaigns to focus on
•	Marketing channels that are performing
•	Whether sales promotions are a key strategy
•	Where you should be investing budget

Bending the Curve Up – AI Playbook for Digital Marketing

AI driven marketing intelligence is the new standard in marketing analytics. And it’s all within your reach today. Join conDati’s Chief Strategy Officer Jonathan Joseph and Chief Data Scientist John Zicker to learn about the evolution of marketing intelligence, and best practices in applying AI/ML for higher pipeline and revenue conversions including these three use cases:

- Digital ad revenue optimization using machine learning to identify and recommend high-potential microsegments that will return lift 
- Algorithmic and non-heuristic attribution modeling for a non-biased view across channels and campaigns
- Predictive marketing performance forecasting for forward looking visibility to inform strategy and budgetary decisions

Beyond Marketing BI: How AI Is Transforming Business Growth

Change has been the operative word for 2020. At the start of the year, CMOs said data, customer insights, digital commerce and marketing operations would be their priorities (Gartner).

With our new environment moving towards more digital distribution, e-commerce vs physical retail, scrutinized marketing spend and hiring freezes – how are marketers balancing empathetic messaging while continuing to drive demand opportunities? What are the new marketing priorities and strategies? 

Join our panel of martech leaders to hear about the latest in data technology, marketing roles and governance. They’ll share important insights on the opportunities that 2020 can still provide, as you try to manage your results, data integrity and martech organization needs. 

Attend this webinar and learn how to: 
- Bridge the data talent gap in your company to acquire must-have skills
- Enhance your data governance processes to comply with new regulations
- Use AI and advanced analytics to optimize your marketing spend to drive maximum results

Making Sense of 2020: New Marketing Priorities & Opportunities Amidst the Chaos

Even the savviest of marketers can set UTM parameters up incorrectly... More commonly they are just not aware of the nuances associated with best practice set up within ad platforms. This webinar dispels the mystery and clearly explains what needs to be done to get the most meaningful insights out of your ad data. Done right, you can easily tie ad costs to web metrics to goals, transactions and/or revenue. It also gives you the ability to look at metrics at a granular level to reveal additional insights and opportunities.

Join Molly Mooney, Data Scientist and resident UTM expert at conDati as she shares best practice approaches to setting up UTM parameters in Google Ads, Facebook Ads and LinkedIn Ads.

Campaign Tracking 201: Correctly Setting Up UTM Tags in Ad Platforms

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Campaign Tracking 201: Correctly Setting Up UTM Tags in Ad Platforms

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