One of the features that make online advertising so attractive is the ability to measure everything – impressions, clicks, engagements, completion rates, etc, resulting in a lot of data. That data should come in handy as marketers, thanks to the recent squeeze on ad budgets and consumer behaviors that change with lightning speed, come under greater pressure to account for every marketing dollar spent. But, as most marketers will attest, all that data is becoming a hindrance, not a help. Marketers are suffering from “data paralysis” – not knowing where to start or what to do with an overwhelming amount of data.
The fundamental problem lies in the fact that many marketers think that if we get the data right, all else will fall in its place. And, in the absence of knowing what data is the “right” data, online marketers collect everything. This misses the point – data at the end of day is just a collection of standalone numbers that do not mean anything until marketers do something with this information.
Using example case studies, this panel will focus on strategies to turn existing data points in actionable advertising strategies and explore best practices for setting up data gathering strategies that focus on actionability.
