Join Merkle for an evening of cocktails, networking, learning, and Q&A on Tuesday, February 27, from 4:00pm - 6:00pm in NYC! Listen in as Merkle's Evan Goldstein and Anto Inigo present the digital study, "Challenges and Solutions for Delivering Incented Offers".
A decade ago, the primary medium for direct marketing was direct mail. With the growth of digital media, both display and paid social advertising have become effective tools for acquisition campaigns. As these evolving channels have become more prominent, it is essential for brands to adjust marketing strategies accordingly.
This digital study reveals how direct marketing has been adapted to digital, and what challenges and solutions can be applied through targeted incentive programs. Topics to be explored include:
- Responders coming from outside the target audience: A common issue
- Understanding lower digital match rates: Often the root cause of acquisition confusion
- Leveraging a DMP: Leads to a more successful direct digital marketing strategy
Meet the speakers:
VP, Analytics Delivery Lead, Merkle
With over 20 years experience in marketing analytics, Evan is the Vice President of Analytics for the Financial Services vertical. During his tenure at Merkle, Evan has served as the lead for Analytics for several different clients, including KeyBank, SoFi, Regions Bank, and Dell. Evan has extensive experience with checking and lending acquisition programs for both the prospect and customer cross-sell universe. Evan is well versed across all channels (direct mail, email, and digital), and has extensive experience with segmentations, models, strategy, and attribution.
Associate Director, Analytics, Merkle
Anto Inigo is Associate Director in Merkle Analytics practice. He has close to 10 years of experience in analytics, solving business problems across financial services, retail, CPG and technology industries. He is proficient at campaign design, test and measurement, audience segmentation, targeting across various marketing channels in both direct and digital campaigns, influencing strategy to drive business value.
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