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Journey Interrupted—Driving Engagement in a “Broken” Funnel

Original Presentation Date

Apr 21, 2020

Key Takeaways

  • The new, "normal" in marketing
  • What analytics tool sets are necessary in an altered customer journey
  • How marketers in the pharma, auto and CPG industries can maximize results
  • Plus! Ask questions, and interact with the eMarketer community of marketing peers

Detailed Overview

Understanding the customer journey has always been key in unlocking the value of marketing. But as COVID-19 impacts our nation, consumers’ engagement and buying habits are evolving and throwing marketers’ bulletproof plans into chaos.

A March 2020 survey from Dentsu Aegis Network on consumer spending since COVID-19 reported that 66% of consumers felt more cautious about how they spend their money.

With all this change in consumer spending, marketers are struggling to deliver exceptional consumer experiences in a new “normal,” where marketing is less focused on driving revenue. But how can marketers accommodate to this new normal, all while operating with reduced marketing budgets and resources?

eMarketer is pleased to moderate a Tech-Talk Webinar featuring Merkle's customer analytics team, Beth Sanville, vice president, Shirli Zelcer, COO, and Jordan Cardonick, senior director. They will discuss today’s disrupted customer journey and how marketers can elongate the funnel until customers are ready to buy once again.


Beth Sanville

Customer Analytics Lead

Shirli Zelcer

Head of Analytics and Data

Jordan Cardonick

Media Analytics Strategy Lead