"A Digital Marketing Tune-Up Guide for CMOs", published February 11, 2016
"While programmatic and addressable TV platforms are just getting started, the mountains of digital data around consumer media habits has already fundamentally changed the way planners look at TV. They can find their audiences watching shows and during dayparts that traditional data never imagined. The implications are profound. The buy side can now find value and efficiencies in places sellers never anticipated. The buyers now know more about the audience than the seller. How are media buying decisions now being made, and how does it disrupt the relationship among seller, buyer and distributor?"
Ethan Rapp, SVP, Program Management, Simulmedia
Erica Schmidt, Managing director, NA, Cadreon
Advances in tracking across marketing channels make it possible to properly credit each channel for its contribution to a variety of outcomes. But this can be logistically and analytically complex. In practice, getting value from attribution analysis is often more about continuous progress along a thoughtfully-developed path than about a destination. Cesar Brea, author of “Marketing and Sales Analytics” (Pearson FT Press, 2014) and founder of Force Five Partners, will moderate an American Marketing Association Boston Chapter panel discussion including:
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