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Cross-Channel Marketing Measurement with AppsFlyer & Merkle Sokrati

Series of 2 Live Panels with Marketing Leaders to help you measure, understand and drive impact from a holistic view of customer's purchase journey.

Episode 1: Tue, Apr 5th 2022

Episode 2: Tue, Apr 12th 2022
 

Your customers expect you to know them beyond basic demographics – they want you to understand their motivations. Their intent. Their needs.

Understanding customers is getting increasingly difficult and yet it is as paramount as ever. It takes integrations for high-value data, ML models to generate insights, and human planning to put these insights into action as a cohesive cross-channel media strategy.

Join marketing leaders from Merkle Sokrati, AppsFlyer, Tata Digital, and MyGlamm to learn:

  • Fundamentals of attribution and recent privacy-driven changes 
  • Best practices to optimize ROI using scoring models in a multi-channel marketing mix
  • Predictive analytics and user segmentation for better remarketing & retention
  • Need of a full-funnel programmatic approach with both branding & performance goals

Meet Our Guest Speakers

Growth Lead - Acquisition & Marketing, Tata Digital
Head - Growth & Revenue, Tendercuts
Lead - Growth & Strategy, Upstox

Understand Your Customer's Purchase Journey

pratik basu

Introduction to Attribution & Measurement

Opening Note with Pratik Basu (AppsFlyer)

Know the fundamentals to gain full visibility into customer journeys across every channel, platform, and device and enable you to understand and optimize every conversion path.

panel

Industry Learnings - Marketing Optimization Strategies

LIVE PANEL with Akshay Salaria (Tata Digital), Asif Khan (Upstox), Dinesh Arora (Tendercuts)

Learn how to optimize your campaign strategies to drive personalization at scale

Pankaj Bhatlawande

Channel Attribution in Multi-touch Media Orchestration

with Pankaj Bhatlawande (Merkle Sokrati)

Build custom scoring models to optimize ROI in a multi-channel marketing funnel with complex conversion paths

Karan Sinha

Data integration for predictive marketing, retention & remarketing

with Karan Sinha (Merkle Sokrati)

Organizations are collecting data at a scale never seen before. ML can unlock valuable insights from this data, and integrations with the right platforms further empower marketing activation

Setup your business to benefit from Analytics

Analytics is the defining thread that pulls across your business. From which markets to expand in to measuring performance across channel partners; to modernizing reporting tools and improving data governance – Analytics underpins every decision.

  • Harness - Collect and integrate the right data sources
  • Learn - Drive insights from the data that you have
  • Predict - Predict business outcomes from complex patterns in your data
  • Prescribe - Use it to deliver awesome results in your marketing and customer experience

Marketers need to move from focusing on what they can measure to what they should measure - metrics that show incremental progress toward shared goals. By rethinking their approach to data and the inputs and outputs that will impact success, brands can affect change to build a cohesive customer experience.

Full-Funnel Marketing Strategy

Kaushal Agrawal

Mapping The Full-Funnel Roadmap

with Kaushal Agrawal (Merkle Sokrati)

How to gain full visibility into customer journeys across every channel, platform, and device and enable you to understand and optimize every conversion path.

Panel

Going Direct-to-Consumer isn't a growth hack, it's Inevitable!

LIVE PANEL with team AppsFlyer & Merkle Sokrati

Establish a strong digital presence with the perfect media strategy

Sunandan Moudgil

Incrementality Model for Remarketing

with Sunandan Moudgil (AppsFlyer)

Overview of AppsFlyer Audiences, Protect 360 (anti-fraud), and Multitouch attribution including view-through conversions.

Ishani Banerjee

A Programmatic Approach To Your Marketing Funnel

with Ishani Banerjee (Merkle Sokrati)

Understand the need for programmatic advertising, the use cases of 5As, and creative  and tech capabilities for personalization at scale

A Move Towards Data-driven & Audience-first Marketing Strategy

Advertising has changed. Traditional media uses a cross-your-fingers approach to reaching people that’s nearly impossible to measure. But now, you can reach the people you want directly — and audience planning is how you do that.

We flipped the paradigm from a content-first approach — beginning with mastering your audience, then the channel, and then the right content.

At Merkle, it all starts with your customer data. What you know about the people that buy from you is the insight you need to reach the prospects you want. By building enriched audience segments, we help you connect with your ideal customers across the web, mobile, CTVs and more.

With cross-channel reporting to track a multi-touchpoint customer journey, we assess and optimize the efficacy of each channel for driving real-time impact creation on click-through, view-through and assisted conversions – be it website traffic, leads, orders or app installs.