Cross-Channel Marketing Measurement with AppsFlyer & Merkle Sokrati
Series of 2 Live Panels with Marketing Leaders to help you measure, understand and drive impact from a holistic view of customer's purchase journey.
Episode 1: Tue, Apr 5th 2022
Episode 2: Tue, Apr 12th 2022
Your customers expect you to know them beyond basic demographics – they want you to understand their motivations. Their intent. Their needs.
Understanding customers is getting increasingly difficult and yet it is as paramount as ever. It takes integrations for high-value data, ML models to generate insights, and human planning to put these insights into action as a cohesive cross-channel media strategy.
Join marketing leaders from Merkle Sokrati, AppsFlyer, Tata Digital, and MyGlamm to learn:
- Fundamentals of attribution and recent privacy-driven changes
- Best practices to optimize ROI using scoring models in a multi-channel marketing mix
- Predictive analytics and user segmentation for better remarketing & retention
- Need of a full-funnel programmatic approach with both branding & performance goals
Meet Our Guest Speakers
Understand Your Customer's Purchase Journey
Introduction to Attribution & Measurement
Opening Note with Pratik Basu (AppsFlyer)
Know the fundamentals to gain full visibility into customer journeys across every channel, platform, and device and enable you to understand and optimize every conversion path.
Industry Learnings - Marketing Optimization Strategies
LIVE PANEL with Akshay Salaria (Tata Digital), Asif Khan (Upstox), Dinesh Arora (Tendercuts)
Learn how to optimize your campaign strategies to drive personalization at scale
Channel Attribution in Multi-touch Media Orchestration
with Pankaj Bhatlawande (Merkle Sokrati)
Build custom scoring models to optimize ROI in a multi-channel marketing funnel with complex conversion paths
Data integration for predictive marketing, retention & remarketing
with Karan Sinha (Merkle Sokrati)
Organizations are collecting data at a scale never seen before. ML can unlock valuable insights from this data, and integrations with the right platforms further empower marketing activation
Setup your business to benefit from Analytics
Analytics is the defining thread that pulls across your business. From which markets to expand in to measuring performance across channel partners; to modernizing reporting tools and improving data governance – Analytics underpins every decision.
- Harness - Collect and integrate the right data sources
- Learn - Drive insights from the data that you have
- Predict - Predict business outcomes from complex patterns in your data
- Prescribe - Use it to deliver awesome results in your marketing and customer experience
Marketers need to move from focusing on what they can measure to what they should measure - metrics that show incremental progress toward shared goals. By rethinking their approach to data and the inputs and outputs that will impact success, brands can affect change to build a cohesive customer experience.
Full-Funnel Marketing Strategy
Mapping The Full-Funnel Roadmap
with Kaushal Agrawal (Merkle Sokrati)
How to gain full visibility into customer journeys across every channel, platform, and device and enable you to understand and optimize every conversion path.
Going Direct-to-Consumer isn't a growth hack, it's Inevitable!
LIVE PANEL with team AppsFlyer & Merkle Sokrati
Establish a strong digital presence with the perfect media strategy
Incrementality Model for Remarketing
with Sunandan Moudgil (AppsFlyer)
Overview of AppsFlyer Audiences, Protect 360 (anti-fraud), and Multitouch attribution including view-through conversions.
A Programmatic Approach To Your Marketing Funnel
with Ishani Banerjee (Merkle Sokrati)
Understand the need for programmatic advertising, the use cases of 5As, and creative and tech capabilities for personalization at scale
A Move Towards Data-driven & Audience-first Marketing Strategy
Advertising has changed. Traditional media uses a cross-your-fingers approach to reaching people that’s nearly impossible to measure. But now, you can reach the people you want directly — and audience planning is how you do that.
We flipped the paradigm from a content-first approach — beginning with mastering your audience, then the channel, and then the right content.
At Merkle, it all starts with your customer data. What you know about the people that buy from you is the insight you need to reach the prospects you want. By building enriched audience segments, we help you connect with your ideal customers across the web, mobile, CTVs and more.
With cross-channel reporting to track a multi-touchpoint customer journey, we assess and optimize the efficacy of each channel for driving real-time impact creation on click-through, view-through and assisted conversions – be it website traffic, leads, orders or app installs.
