How Do Sophisticated Marketers Think About Measurement?
Recently, MightyHive and Google set out to answer some questions about sophisticated programmatic advertisers' best practices:
- How are they building new connections to customers?
- What discoveries are emerging from data and analytics?
- How are marketers pushing technology to do more?
To foster an exchange of ideas about today's most sophisticated marketers, MightyHive and Google collaborated on How Do Sophisticated Marketers Think About Programmatic & Measurement Maturity? Chris Brook, Director of Client Solutions at MightyHive, co-hosted alongside the Google Marketing Platform Customer Success Team.
"First-party data isn't a tool, it’s the toolkit."
— Chris Brook, Director of Client Solutions, MightyHive
Chris focused on the KPIs top marketers are using to determine the lifetime value (LTV) of a customer. He shared that the best insights are derived from a wide variety of first-party data sources (CRM, POS systems, customer loyalty programs, etc.) combined with user-data that is generated by owned web properties. Chris also touched on important issues facing sophisticated marketers today, such as new privacy regulations and the benefits of dynamic ad serving.
The webinar concludes with a walkthrough of how personalized, dynamically-generated promotional content for the Netflix series "Narcos" was able to cut production costs by 40% and boosted clickthrough rate by 60%.