Track 6 - Sense & Respond: Tracking, Targeting, Attribution, ROI
The Entire Customer Journey: Pre- and Post-Conversion Tracking
Tuesday October 10th • 10:45 am - 11:45 am
In 2009, McKinsey & Company proposed a radical shift in marketing mentality: The customer journey is no longer a funnel; it's a circle that extends well past the point of purchase and into “the loyalty loop.” Few marketers today dispute the value of post-conversion tracking and customer loyalty, but how many have truly adapted their data strategy to close the circle?
Key learnings in this session will include:
Marketing’s evolving role in the entire customer journey
Vital post-conversion metrics to add to your mix
Case studies of data-driven transformation at brands like SAP and others
Who should attend? Data scientists, analysts, quants, media planners and other marketers tasked with understanding and implementing campaign attribution and reporting solutions.