Every marketer seeks a quantifiable, linear, and clear causal relationship between their carefully planned actions and the revenue outcomes generated. The appeal of online marketing channels is largely due to the fact that they appear to reveal a more direct ROI, but it’s mostly a lie. Until you know precisely what mix of marketing channels influenced consumer behavior, and what those consumers actually bought when they finally do convert, you don’t really know what works and what doesn’t. In this session, we’ll explore the fallacy of direct-attribution and discuss methods to quantify the broader marketing picture using data, AI, a mix of marketing channels, and a clear view of outcomes with transaction details.
Bio to come.
At 3Cinteractive (3C), Jeremy is responsible for partnership, market and strategic opportunity development. Working closely with clients, he uses a combination of creativity and business acumen to engage with brands as a trusted partner who innovates, designs and delivers disruptive mobile programs. Jeremy has leveraged his deep mobile knowledge to help create products and offerings for some of America’s largest and most admired brands. Jeremy has more than 10 years of experience in mobile with a focus on business development, sales and client operations. Prior to joining 3C, Jeremy spent six years with Verizon Business as a branch manager in their enterprise practice.
Mark Tan is currently a Sr. Product Manager at Amazon focusing on user experience for consumer sellers and used products. His work spans across different categories, which include video games, electronics, books, music and movies. He is also managing a non-profit organization, Luminated Career Consulting and acts as an advisor for the University of Washington, Foster School of Business BIG Consulting Program. Previously, he worked as Product Manager for Quixey, a mobile app search and discovery startup based in California, establishing groundwork for deep-linking during its early stages and integrating this technology to partners such as Alibaba.
Corey has more than 20 years experience in marketing, sales, and product innovation for enterprise-focused software and technology solutions. As Senior Vice President of Marketing for Mobivity, Corey is responsible for all aspects of the strategy, positioning and communications of the Mobivity platform, which is designed to provide Intelligent & Personalized Marketing in the Real World. Prior to joining Mobivity, Corey served as the Vice President of Marketing for Yodle, and spearheaded the creation and strategy of their Centermark platform. Centermark’s success helping network businesses unify, scale and optimize their marketing performance ultimately drove Yodle’s acquisition by Web.com in 2016.