Elevating Digital Measurement Beyond Last Click and Towards Return
Given the significant shift and re-allocation of marketing dollars into online, mobile, social and interactive digital media channels, there is a significant need for senior marketers to better understand online performance and effectiveness measures, the relevance and value of online marketing programs, and the impact of return and spend through enhanced online metrics and analytics. Senior marketers must develop more comprehensive performance measures to map, track and assess customer engagement, experience and return on web investments. Marketers must link website and campaign analytics to get a true picture of the entire path to conversion.
Join us as we delve into the topic of Digital Marketing Performance with experts from Google, a global leader in analytics and digital marketing measurement, and a panel of distinguished digital marketing leaders, to understand where and how senior marketers can leverage analytics and advanced measurement to gain insight into what drives engagement and conversion. Through the course of this 1-hour webcast, we will investigate how senior marketers must:
• Measure all digital channels rigorously - social, mobile, search, display and video
• Employ multi-channel measurement techniques to gain a full picture of marketing effectiveness
• Use deep insights to determine marketing channel impact and drive investment decisions
Amy Chang: Director of Product Management, Google
Jorge Laguna: Senior Director, Digital Analytics, Hewlett Packard
Megan O'Connor: Head of Digital Marketing, Levi Strauss & Co.
Liz Miller: VP Operations at CMO Council
RecordedJul 26 201164 mins
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The Chief Marketing Officer (CMO) Council is dedicated to high-level knowledge exchange, thought leadership and personal relationship building among senior corporate marketing leaders and brand decision-makers across a wide range of global industries. The CMO Council's 15,000 plus members control more than $400 billion in aggregated annual marketing expenditures and run complex, distributed marketing and sales operations worldwide. In total, the CMO Council and its strategic interest communities include over 12,000 global executives across 100 countries in multiple industries, segments and markets. Regional chapters and advisory boards are active in the Americas, Europe, Asia Pacific, Middle East and Africa. The Council's strategic interest groups include the Coalition to Leverage and Optimize Sales Effectiveness (CLOSE), Marketing Supply Chain Institute, Customer Experience Board, Loyalty Leaders, Online Marketing Performance Institute, and the Forum to Advance the Mobile Experience.
Elevating Digital Measurement Beyond Last Click and Towards ReturnAmy Chang, Google; Jorge Laguna, Hewlett Packard; Megan O'Connor, Levi Strauss & Co & Liz Miller, CMO Council;[[ webcastStartDate * 1000 | amDateFormat: 'MMM D YYYY h:mm a' ]]64 mins