In this session...
Consumers have higher expectations for relevant, targeted experiences. It’s imperative that CMOs pick the right partner to make sense of the complex options available to them and understand the value of each of the touch points along the maze-like consumer purchasing journey. Whom should CMOs work with to make that determination? Why has quantifying the contributions of touch points become so tricky? CMOs, CTOs and industry experts will explore these topics.
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The New Duo: How The CMO and CTO Make Technology Perform
With advertising technology becoming more complex, marketers are confronted by complicated challenges. CMOs, in particular, are being forced to adapt, evolve and react to new reality dominated by “performance marketing,” where emerging technologies are pushing them out of their comfort zones. Greg Coleman will moderate a discussion consisting of pairs of leading CMOs and CTOs about the increasing need for them to partner and collaborate.
Giving Credit Where Credit is Due: Marketing Attribution Comes of Age
Coinciding with Criteo’s white paper on attribution, Tina Moffett will present the key findings from her latest report which will be followed by a discussion moderated by Moffett with industry experts. With the emergence of new marketing attribution models, they will discuss the dynamics behind them – where they stand today and how advertisers are leveraging these developments in their approach to measuring ROI.
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