Performance Marketing 101

How to Use Data to Optimize Marketing Performance

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Although many argue marketers are now operating in a post-digital marketing world, most data-driven B2C marketers are still struggling with basic aspects of digital marketing--how to leverage the newfound abundance of data to gain critical insight not only into their customers, but also their own marketing performance. As customers move among devices and channels, it is becoming increasingly more difficult to track and measure marketing’s influence. Unable to track down performance data, marketers lack unified insight into marketing measurement and cannot leverage data to accurately optimize marketing performance. Accordingly, marketers are relying more on third-party vendors to track marketing performance.

However, new digital marketing technologies, such as machine learning, enable marketers to track and measure performance, optimize marketing campaigns across channels, as well as streamline campaign execution in today’s complex digital marketing ecosystem.

In this on-demand webinar replay, guest speaker, Tina Moffett, Senior Analyst at Forrester, and Charles Studt, Vice President of Marketing at QuanticMind, discuss essential challenges B2C marketers face with data today, explain why it is critical that marketers take a data-driven approach to marketing planning, and share secrets for unifying multiple approaches to get a single view of marketing performance, including how to leverage machine learning to gain actionable insights that drive better marketing results.

In this on-demand webinar replay you’ll learn:
  • Why multi-touch attribution is failing as a methodology for marketing measurement
  • What technology requirements are needed to accurately measure marketing performance
  • How machine learning provides deeper insight to help optimize performance
  • How to use the UMIA framework—Unified Marketing Impact Analysis—to better track marketing performance


  Tina Moffett
  Senior Analyst
  Forrester Research



  Charles Studt
  VP Marketing