The New Measurement Methods You Need to Master

Digital advertising is undergoing a transformative shift where emerging data strategies and measurement methodologies are redefining marketing effectiveness. From predictive audience targeting to AI optimization and personalization, there are a lot of new methodologies and strategies for marketers to consider when evaluating campaign impact and budgets.

Learn how to harness these new capabilities to craft personalized marketing strategies that resonate deeply from Brian DeCicco, president of data strategy at Choreograph (part of WPP’s GroupM) and Berit O’Connor, general manager of household essentials at Fetch. You’ll find out:

• How top brands are maximizing their marketing investments by leveraging AI-driven optimization and personalized rewards at scale
• The benefits of using robust attribution techniques to gain a complete, verifiable understanding of campaign impact
• Strategies to integrate rich behavioral and zero-party data to deliver hyper-relevant experiences that foster stronger customer relationships and loyalty

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Speakers

Berit O’Connor

GM, Household Essentials, Fetch

Brian DeCicco

President, Data Strategy, North America, Choreograph

Berit O’Connor

GM, Household Essentials, Fetch

Berit oversees the strategic development and expansion of Fetch’s partnerships with brands in the crucial household essentials category. Prior to joining Fetch, she headed CPG and healthcare partnerships at Reddit, and held leadership roles at Twitter and comScore.

Brian DeCicco

President, Data Strategy, North America, Choreograph

Brian leads a cross-agency team focused on data strategy, solution design and enablement, and accelerating WPP clients’ use of data to inform more effective media and advertising. He previously was chief data strategy and analytics officer for North America at Mindshare.