Wednesday, 15 July, 2015
The slides and recording of this broadcast are available from Play Again. However, the sound track for the video is out of synch with the visuals – we are currently try to remedy that.
Measuring the effectiveness and ROI of marketing campaigns is getting harder. Consumers are increasingly using a combination of online and offline channels as well as multiple mobile devices to research and buy products. This makes it difficult to gain a single view of the customer and his/her touch points. Consequently, brands are having to work harder than ever to build an accurate view of the customer journey and to measure the value of different marketing channels and activities on the path to purchase.
In this webinar Celina Burnett delivers a 45 minutes introduction to marketing measurement in the digital age, including:
- Selecting the right measurement technique
- Bridging the online / offline measurement divide
- How to set up campaigns for successful measurement
- Challenges and future trends
Partner, Gain Theory
Celina is Partner at marketing and insight consultancy Gain Theory, leading their digital and social media practice. Focused on the Media & Entertainment sector she has worked with major brands including Sony Pictures, the BBC and The London Organising Committee of the Olympic and Paralympic Games (LOCOG) to develop effective digital marketing strategies and targeted engagement to drive measurable results. Prior to Gain Theory, Celina worked with Deloitte and with social media consultancy NM Incite, a Nielsen-McKinsey Joint Venture.