ON-DEMAND PRESENTATION
A Year-in-Review: Marketing Effectiveness Trends
Hosted by:
Identity Resolution
The complex process of accurately identifying and distinguishing an individual or entities for precise, personalized marketing
Direct from the ANA Measurement Committee Meeting
2023 was another fast-paced year when it came to marketing measurement. The marketing technology landscape changed quickly, with privacy concerns continuing to make identity resolution challenging. The media landscape moved further away from mass and broadcast and towards social. Affiliates—the digital advertising companies designed to intercept lower-funnel demand—grew, while at the same time, cracks appeared in their business model. Finally, new models and methods for statistical inference across testing and econometric modeling entered the scene, making modeling easier and more powerful.
This on-demand presentation covers several topics in-depth:
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