Narrowing the gap between the pace of technology and the reality of practice in identity and attribution
Marketers and agencies tell us they are wasting millions on multichannel marketing execution that doesn’t work. As cross-platform media consumption evolves, linking spend to performance becomes even more complicated. Marketers are trying more and gaining less, while being challenged to activate insights and generate measurable results. And solution providers are not realizing a return on their own innovations.
It’s time to turn identity into marketing ROI. Marketers have more powerful tools and technology at their fingertips than ever before, but a significant gap remains between capability and usability. While identity technology can deliver more and more promise, the industry has yet to evolve from channel specific metrics like clicks, views and conversions to customer-centric view across marketing and media touchpoints, and the outcomes this holistic experience drives.
That’s why ANA is offering Identity IQ: A one-stop education portal that makes it easier to turn customer-centric marketing and media into quantifiable ROI.
The Council for Data Integrity hosted two workshops at Advertising Week:
VP of Global Identity Services
GTM Business Lead – Oracle ID Graph
Analytics and Data
VP of Advanced Media Services
Chief Analytics Officer