Back to all sessions

Digital Marketing: Upside Potential and Attribution Challenges

Feb 5, 2019 3:15 pm

Track: Data-Driven Marketing

Recently, marketing financial services via digital channels has been a “shiny metal object.”  It is something that is top of mind for every marketing leader, but many have struggled to build a digital strategy that moves the needle and gets real, meaningful results.

Recent surveys of CMOs show that improving the ability to calculate the ROI of a marketing campaign is one of the highest priorities, even in digital channels.  In this session, we will discuss different approaches to capturing the potential of digital marketing, and how they are dealing with measuring “attribution” and campaign success.