Track 6 - Sense & Respond: Tracking, Targeting, Attribution, ROI

State of Play: Managing The Stack

Tuesday October 10th • 1:30 pm - 2:15 pm
In 2012, Gartner analyst Laura McLellan famously predicted that, by 2017, CMOs would spend more on IT than CIOs. Well, here we are. Those headlines are now the new reality. But that doesn’t mean marketing executives have slipped easily into this new expectation. With big budgets comes big responsibility. In this data-drenched marketing landscape, how do you build the right stack to meet your business objectives? Key learnings in this session will include:
  • Choosing the right stack solution for your brand
  • Making sense of the more than 3,800 marketing tech solutions out there
  • Ensuring the data captured throughout your marketing stack is being properly harmonized
Who should attend? Data scientists, analysts, quants, media planners and other marketers tasked with understanding and implementing campaign attribution and reporting solutions.