With rapidly changing consumer behavior across new devices and channels, marketers have been quick to adopt digital media as marketing tools, but measurement back to sales performance has not kept pace. An evolution in the way companies optimize their marketing mix across all marketing levers needs to occur to fully understand and attribute all activities back to brand and financial performance.
This session will focus on three key areas:
- How new consumer behavior is changing the media landscape
- Which metrics you should be looking at to know what's working
- How to connect people's behaviors with channel selections to optimize your marketing mix