
Offline Marketing and Digital KPI's: How can you Bridge the Gap?
Build visual reporting capability for managing multiple offline marketing partners
Alice Speranza
Data Analyst, The Economist


Data Analyst, The Economist
Data Analyst, The Economist
Linking offline marketing activities to digital engagement KPIs can often be a challenge for marketing teams, especially when campaigns are executed by external agencies, who might not have access to useful data points and knowledge.
This presentation will talk about how The Economist data team has taken ownership of reporting on activities traditionally covered by external agencies, bridging the gap between offline campaign data, digital user behaviour and customer retention.
Join Alice at DataVizLive on 10 November, and get the chance to ask questions and learn more about how the data team at one of the world’s leading publications connected online and offline data points across multiple marketing partners.
WHY IT'S IMPORTANT
WHAT IS COVERED
WHAT YOU WILL LEARN
TYPE: Presentation
LENGTH: 30min
SCOPE: Tactical
AUDIENCE: Data, Marketing
SKILLS NEEDED: None
EXPERTISE: Universal
TAGS: Business Intelligence, Customer Experience
Alice is a Data Analyst at The Economist Group, which she joined in 2017. As part of the Insights and Data Science team, she works with different Marketing and Product stakeholders to help them better understand customer behaviour across the Economist digital products. She uses SQL, Python and Data Studio to find answers in big and complex datasets and turn them into a compelling visual narrative.
Before The Economist, she worked in Paid Search for a marketing agency after completing her MA in Creative and Media Enterprises at Warwick University.
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