Modern Data and Analytics Strategies for Powerful Customer Insights
Webinar Speaker: David Stodder, Senior Director of Research for BI, TDWI
Date: Tuesday, May 14, 2024
Time: 9:00 a.m. PT / 12:00 p.m. ET
Organizations that thrive in today’s ever-shifting landscape have data at the heart of every decision they make. For instance, marketing teams need data for customer insights and to capitalize on AI/ML. However, privacy concerns and availability issues make it difficult to capture the data required to understand complex and fragmented customer journeys. Companies are struggling to know if they are achieving goals and realizing ROI on their marketing and ad campaigns.
This shifting paradigm has renewed interest in traditional statistical techniques such as media mix modeling (MMM) for measuring campaign results across channels. MMM does not use personally identifiable data, and when properly implemented, it offers performance metrics that marketers can trust. Despite these benefits, MMM requires difficult gathering and centralizing of data across every campaign channel and does not typically reveal the detail required for campaign optimization.
To gain this detail, organizations today need to go further. By deploying AI/ML models supported by privacy-preserving technologies such as data clean rooms, organizations can gain fine-grained customer insights to drive accurate sales lift and multi-touch attribution (MTA) analysis.
Register today to learn how you can adjust to today’s walled gardens and data privacy restrictions by developing solid data and analytics strategies for use cases such as successful ad measurement and ROI. Speakers will discuss key trends and valuable techniques for unifying data and maximizing its potential.
Key discussion points will include:
- How to apply MMM, MTA, and AI/ML strategies to improve customer insights for accurate ad measurement and higher marketing ROI
- Data strategies for unifying silos and reducing fragmentation
- Using data clean rooms for safer analysis and measurement of customer data
- How a data marketplace makes it easier to discover, access, and enrich trusted data
Guest Speaker
Jim Warner
Industry Field CTO, Advertising & Marketing
Snowflake
Jim Warner, Industry Field CTO, Advertising & Marketing at Snowflake, has over 20 years of experience building large-scale systems at companies like Amazon and Oracle and as head of engineering at four venture-funded startups. Previous to Snowflake, he was co-founder and CTO of Upwave, an ad measurement platform measuring brand lift and reach across digital, CTV, and linear TV. Jim is also an inventor with over 20 issued U.S. patents as well as an author of seven peer-reviewed papers. He earned his B.S. in Computer Science and Applied Math from Johns Hopkins University, graduating with university and departmental honors.
David Stodder