Bestätigte Sessions
Berlin, 16.- 17. November 2020

Technical Marketing Infrastructure as Key Success Factor: Promoting Apps Successfully with Mobile Analytics and Tracking

Technical Marketing Infrastructure as Key Success Factor: Promoting Apps Successfully with Mobile Analytics and Tracking

Summary:

It is no secret that smartphones are changing advertising and marketing at a very fast pace. The shift towards increasing smartphone usage has resulted in mobile apps becoming a promising advertising channel. Companies must adapt their marketing strategy accordingly and rely on the right technological (marketing) infrastructure for their apps. In this regards, an app tracking and analytics setup with third-party tools is a necessity to

  • own independent data to work with
  • control the effectiveness of marketing campaigns with relevant metrics (installs, MAUs, CLV & ROI)
  • and track sources of app installations and detecting fraud.

This session will give attendees an overview of a successful technical mobile marketing infrastructure for apps with a focus on analytics and attribution.

Cookies, but no milk – Having fun with ePrivacy directive

Cookies, but no milk – Having fun with ePrivacy directive

Summary:

When life gives you lemons, you should make lemonade. This is exactly how we approached ePrivacy directive and turned a necessity, on ~250 European websites, into our personal Trojan’s Horse in order to approach MarTech harmonization and governance implementation. See how we engaged various functions (Marketing, Commercial Operations, Legal, IT) across multiple matrix levels to gain momentum for a successful project. A real life example for stakeholder management, top-down approach and cost efficient implementation. 

Less is more – How GDPR helps us make analytics better

Less is more – How GDPR helps us make analytics better

Summary:

The last years it was always about more data, big data, even more data and so on. DHL tried to track and combine as much data as possible. Websites – at least in Europe – are hit by GDPR and with this we have to ask ourselves e.g. „What kind of data do we track, for what purpose?“. Then the ePrivacy regulation within GDPR brings up Cookie Consent Management and with this most times a loss in data. Because of this loss, Analysts and vendors now try to get creative why collecting data is necessary.

Till would question this and ask „Isn’t less more?“. In this session he’d like to justify his perhaps unpopular opinion and show you examples of „less data“ with great outcome.

Incrementality Attribution for Marketing Performance Optimisation

Incrementality Attribution for Marketing Performance Optimisation

Summary:

Topic of attribution is a on-top-of-mind for every marketer, who is concerned with optimising performance. In this How-To guide Anastasia Stefanska will explain how to use the incrementality methodology for attribution in digital performance-oriented marketing to optimize the performance of the marketing channels and increase ROI by applying testing in combination with causal impact analysis. Testing techniques and common analytical frameworks with a particular focus on upper-funnel channels to overcome view-through attribution limitation will be discussed

Wie Sie Ihr Management von datengetriebenem Marketing überzeugen

Wie Sie Ihr Management von datengetriebenem Marketing überzeugen

Summary:

Marketing, insbesondere Performance Marketing ist viel mehr als Werbung. Als Marketing Manager ist es oft nötig, seine Ausgaben (Media & Agenturhandling) zu rechtfertigen und das Management (von neuen) Maßnahmen zu überzeugen. Wie Sie die richtigen KPIs definieren und Entscheidern aussagekräftig visualisieren zeigt Harald Müller in diesem Vortrag. Lernen Sie, wie man sowohl eine überschaubare Executive Summary erstellt als auch die detaillierte Attribution der einzelnen Aktivitäten sowie Flywheel Effekte verständlich visualisiert.

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