During this talk, you'll discuss challenges and how to leverage data to define, optimize and improve your results in a data driven manner.
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One of the biggest challenges every marketer faces is developing the data, frameworks, and processes to understand and quantify marketing ROI and justify your decisions. During this talk, you'll discuss some of these challenges and how to leverage data to define, optimize and improve your results in a data driven manner.
“Half the money I spend on advertising is wasted; the trouble is, I don’t know which half.” John Wanamaker (1838-1922)
Key Takeaways:
- Challenges to understanding return on marketing spend
- How to optimize media to business goals rather than media metrics
- What kind of data should you be collecting
- Worst to best methodologies for media measurement ranked
- What is success
- How to get started
Speaker Information:
Alexandra Gaski is a Data Scientist at McDonald's where she focuses on marketing and media optimization. She received her MS in Analytics from the University of Chicago.
