If data is the new oil, how can it make you rich?
There’s no doubt marketers have a lot of data at their fingertips, but can it actually tell you what value your marketing is delivering and which channels are performing best?
Attribution can be a big challenge and there seems to be a gap in terms of tracking on- and off-line data. You may be able to track your consumers online and attribute value down to the last click they make but it is just one of the many channels used for customer contact and the world of offline still remains an enigma for many.
We’ll take you through our latest research and highlight the challenges that multi-channel presents in terms of attributing value to marketing activity. We’ll also give you some food for thought in terms of proving marketing ROI and how you can ensure data is the oil of your marketing machine.
About the speakers
Hannah Graham, Head of Marketing, Sky IQ
Hannah Graham joined Sky IQ, BSkyB’s Customer Intelligence division, as Head of Marketing in May this year and is responsible for driving Sky IQ’s marketing strategy and client engagement programmes.
With a strong background in direct and multi-channel marketing, Hannah has experience of working with large brands across sectors including retail, finance, utilities, telcos, leisure and automotive. Prior to Sky IQ, Hannah held senior marketing roles at DBG (formerly The Database Group) and Experian QAS.
