Most successful startups experience steep growth driven by lower-funnel marketing activities and are thus used to making data-informed budget allocation decisions. In order to establish themselves as relevant players they too have to master the upper-funnel sooner or later – which poses a challenge to their highly analytical marketing approach due to increasing complexity in measurability. In their talk Florian and Philipp from Operational VC Project A will share insights into how fast-growing startups and digital winners overcome the challenge of analyzing the performance of their entire marketing mix.

Marketing professionals and digital analysts of all stripes need a destination, a map, and expert navigation to help acclimatize to how artificial intelligence is going to impact their world. Jim Sterne has an impressive track record looking over the horizon and telling the rest of us what to expect. He wrote his first book, “World Web Marketing:” in 1995. He wrote “Web Metrics” in 2002, He wrote “Artificial Intelligence for Marketing” in 2017. This time, he explains what to expect – and what to do about it.  Learn about today’s branding necessities, new tools & new rules, the augmented marketer, staying relevant, and tomorrow’s ecommerce conundrum. Come see what the world of marketing looks like when everything is a screen, all your data has been traded away for a pittance, and marketers have new tools with which to make age-old mistakes. Marketing is about to get weird. Hang on!

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