The world is data rich. We are inundated with data feeds and each new data feed comes with its own KPI that is shouting for your attention. How do we sift through the innumerable data feeds today to focus on what really matters?

Historically, many marketers have used MMM as a technique to understand what is driving sales. Although this is still a good technique, especially for calculating marketing ROIs and macro media planning, MMM assumes that customer engagement and the way people interact with your brand remains constant. Not only does most activity that marketers run is designed to do the opposite, such as changing the way that people think and interact with the brand, but the technique also uses data from up to three years ago.

Imagine if you could…

  • Know whether you’ll hit sales targets before the campaign launches
  • Shift media /creative during a campaign
  • Connect insights directly to activation partners

Jon Webb, Managing Partner at Gain Theory, shares the latest predictive analytics techniques in a panel at Marketing Week’s Data Storytelling Conference in London.

 

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