Marketers have increasing responsibilities to provide accurate marketing performance and customer behavior insights. Developing a deep knowledge of the necessary data to be evaluated, ensuring data representativeness, and setting data quality standards are key attributes to becoming a data champion. This webinar explores the use of Test & Learn framework and how it contributes to data quality and validation.
Marketing measurement and analytics are evolving at lightning speed with technological innovations designed to leverage massive amounts of data. At the heart of it all is attribution—the science of identifying the marketing activities that lead to customer engagement, sales, and loyalty. In a dynamic marketplace, the most effective attribution models are capable of measuring myriad marketing touchpoints and producing timely, accurate, and increasingly granular person-level consumer data insights.