Behind the Numbers: an EMARKETER Podcast
The Daily: Future-Proofing Marketing Through The Secret Weapon of Standardization | Dec 19, 2024
Dec 19, 2024
Max Willans, a Senior Analyst at eMarketer, and Matthew Karasick, Vice President of Product at LiveRamp, share their expertise on optimizing marketing strategies through data collaboration. They examine the role of standardization in enhancing first-party data value and discuss innovative tools like clean rooms. The conversation takes a light-hearted turn with anecdotes about coffee preferences and whimsical relocation daydreams. They wrap up with insights on measuring success as the marketing landscape continues to evolve toward 2025.
24:18
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Quick takeaways
- The shift towards standardized data collaboration is vital for enhancing insights while maintaining privacy and improving marketing efficiency.
- Investing in measurement and attribution is crucial for marketers to justify budgets and optimize the effectiveness of marketing expenditures.
Deep dives
The Importance of Measurement in Marketing
Measurement and attribution have emerged as crucial areas of investment for marketers looking ahead to 2025. Recent research indicates that marketers prioritize these aspects, recognizing their significance in understanding where marketing dollars are effectively spent. This highlights a long-standing challenge within marketing departments to demonstrate value, as CFOs require clear justification for budgets allocated. Given the existing complexity in data usage, marketers are now focusing on ways to navigate this landscape more accurately and efficiently.
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