Let's talk Triangulation at OMR 2024
Discover how marketers can adapt to the evolving digital landscape where privacy changes and platform silos challenge traditional ROI measurement. This session explores a cutting-edge, data-driven approach to marketing measurement, empowering you to overcome the limitations of fragmented methodologies.
What You’ll Learn in the Session
Is a single source of truth in marketing a sheer fantasy or a feasible reality? Digital media platforms operate as siloed walled gardens, each with its own measurement methodology.
On the other hand, privacy shifts make understanding marketing ROI a harder-than-ever challenge. By Q3 2024, the deprecation of third-party cookies and 75% of users opting out of app tracking will impact $600 billion in digital ad spending.
This demands a new marketing measurement approach.
Triangulation—combining Incrementality Testing, Marketing Mix Modeling, and Multi-Touch Attribution—offers a solution.
Mastering this comprehensive approach will equip marketers to navigate complexities and drive sustainable growth in a world of scarce user-level data.
EXPERT INSIGHTS
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