In-Flight Campaign Optimization Using MTA For CPG
How can your organization increase sales uplift by continuously measuring and optimizing marketing activities across channels at granular levels? One important capability in the CPG marketer’s arsenal today is in-flight optimization: the ability to adjust campaign elements while the campaign is in the field.
Watch Rineet Ratnakar (CIO – Hygiene and Home, Reckitt Benckiser) and Rahul Kumar (Chief Data Science Officer and Co-Founder, Sigmoid) to know how leading CPG companies assess and predict the impact of online advertising campaigns on offline sales for multiple brands to improve ROI.
Key discussion topics:
- Challenges in measuring marketing effectiveness
- Building the right models to assess marketing impact
- Best practices for implementing multi-touch attribution
- How to make your digital marketing spend count