The Future of ROI Measurement in a World of Walled Gardens

Forrester Webinar

Webinar presenters Samantha Merlivat from Forrester, and Tom Flanagan from DataXu

Pressure is growing on marketers to prove the ROI of digital marketing. Holistic measurement is essential for optimizing the allocation of media investments across channels and devices.

The emergence of new digital channels makes it difficult to compare performance across fragmented media plans. Advanced measurement methods help, but they will need to address how to measure performance despite the data vacuum created by walled gardens.

This webinar will cover the following questions:

  • What are upcoming measurements challenges marketers will have to prepare for?
  • What are the strengths and limitations of attribution and mix modeling measurement techniques?
  • How walled gardens will affect media planning and measurement.

Presenters: Samantha Merlivat, Analyst, Forrester & Tom Flanagan, Dir. of Strategic Partnerships, DataXu

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