In a world where consumers interact with brands across a dizzying number of channels, touchpoints and devices, leading brands like The Economist have been striving to understand the true impact of their growing marketing spends. Simplistic, last-click attribution models are easy to use and understand, but offer limited visibility into the effectiveness of upper-funnel investments like TV and display, making it difficult to understand the influence of such investments on overall results.
Join Iain Noakes, Chief Customer Journey Officer at The Economist and Wayne St. Amand, CMO at Nielsen Visual IQ as they discuss how The Economist is able to gain actionable insights into their marketing effectiveness in order to optimize their media budget allocations, make real-time optimizations to digital campaigns already in-flight, and ultimately prove their marketing effectiveness by driving more subscriptions.
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Gain actionable insights into their marketing effectiveness in order to optimize media budget allocations.
Learn about real-time optimizations to digital campaigns already in-flight.
Learn about driving more subscriptions.
Iain Noakes, Chief Customer Journey Officer at The Economist
Iain leads The Economist’s customer journey efforts to drive incremental return from their marketing investments, allowing them to optimize media spend and activity across their channels by working smarter, not harder.
Wayne St Amand, CMO at Nielsen Visual IQ
Wayne leads Nielsen Visual IQ’s go to market efforts, including product marketing strategy, demand generation, branding, public relations, analyst relations and sales enablement activities.