Offline Marketing: New Data & Attribution Strategies for eCommerce Brands with Jo Young, UniFida
Episode description
Jo Young is the Managing Director at UniFida, a team of data-driven marketing experts with a focus on attribution, especially matching up offline and online marketing. Jo’s been at the forefront of marketing data analysis since 1995!
In this episode, we discuss:
- Breaking down the silos and integrating marketing channels
- The importance of cost and ROI
- Looking beyond last-touch attribution
- Sustainability integration
Dive in:
[04:29] Tracking marketing impact through direct and indirect means.
[08:53] Traditional marketing measurement uses complex tracking mechanisms.
[12:47] Measurement complexity, silo breakdown, techniques combination effectiveness.
[13:58] Integrating all marketing activities for effective attribution.
[19:27] Factor cost calculations into cross-channel marketing decisions.
[22:03] Sustainability in marketing is gaining popularity.
[23:43] Insider Tips from Jo!
Find the notes here: https://keepopt.com/214
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