Digital Experience & eCommerce Strategy

Attribution often gets a bad rap because marketers have been burned by it in the past. But what’s really letting marketers down is an over-reliance on outdated ‘data-driven attribution models (or simple rules-based models like Last Click and Multitouch) – and broken analytics data.

Join QueryClick CEO & Founder, Chris Liversidge, as he discusses why it’s time to rethink attribution. This 20-minute presentation will cover:

• How the removal of third-party cookies will impact marketers
• Why first-party data is the key to successful attribution
• How to unbundle siloed data within Google and Facebook to boost ROI

• What is Performance Marketing and why does it matter?
• The role of data (including KPIs) in performance marketing
• Changing B2C-landscape due to Privacy-first
• Impact of Privacy Policies on the marketers
• Adapting mindsets and managing expectations in collaboration with internal stakeholders (e.g. Management, Legal, IT etc.)

In a world where consumers expect privacy, marketers are tasked with building trust while delivering a personalized experience. As they face the removal of third-party cookies, this challenge grows.

If data from third-party cookies can be replaced with first-party data sources—data directly from customers—then marketers can provide personalized experiences, so customers feel more deeply connected and loyal to a brand.

The move from third-party cookies to first-party data presents marketers the opportunities to:

1 – Build more transparent relationships about data usage with your customers
2 – Produce better, more personalized content and advertising for your audiences F

• Transforming decision making through real-time brand health monitoring
• Getting ahead of the story is the strategy
• Developing a qualitative content strategy from real-time data, (partnership with Meltwater & Tickr)
• Taking action from data and influencing an always-on audience

This session will deep dive into using data and insights in 3 core segments to help enhance your marketing campaigns:

• • The situation analysis
  • Opportunity identification
  • Localize the opportunity

2020 was a pivotal year for mankind. Behaviours changed, attitudes changed, and while stuck at home, people flocked online. Online advertising is heading into rough legislative waters with e-privacy, DSA, and DMA looming on the horizon. Ad-blocking remains high amongst consumers. To navigate this, could we look more towards educating end-users, particularly those who are young enough now to shape the landscape later?

In this session you will learn:

• What are some of the regulatory developments in the near future that could impact current business models
• What are some of the current perceptions among users when it comes to online advertising
• Why the younger generation could be key to shaping future perceptions and changing the narrative
• What are some of the tools that users have at their disposal to tailor their online experiences
• How education initiatives can raise awareness about legitimate practices in the ecosystem and provide users with more control

• What are the CWV and how will they change organic search?
• How can digital marketers benchmark their sites’ page experience performance?
• Which steps can be taken to prepare for the Google ranking algorithm update in June?