DataVizLive On Demand

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

The Economist Data Visualisation Alicia Speranza
DataVizLive On Demand

Offline Marketing and Digital KPI's: How can you Bridge the Gap?

Alice Speranza

Data Analyst, The Economist

Offline Marketing and Digital KPI's: How can you Bridge the Gap?

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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.

Offline Marketing and Digital KPI's: How can you Bridge the Gap?

Alice Speranza, The Economist

WHY IT'S IMPORTANT

  • Being able to measure the online impact of offline marketing activity is important because it allows marketers to optimise their activity and assess whether their strategy is achieving results;
  • Being able to report internally on marketing activities executed by external agencies is important because it gives access to insights not available otherwise (the agencies don’t have access to internal datasets), brings more objectivity to the reporting and allows the business to better understand how marketing activities are performing.

WHAT IS COVERED

  • Marketing agency reporting vs internal reporting: the difficulty for internal stakeholders in having full visibility on whether a marketing initiative achieved its goals – especially if an offline campaign targets online KPIs, such as digital engagement;
  • An overview of how the Economist built reporting capabilities that allow marketers to link agency-executed, offline marketing campaigns to digital, internal KPIs;
  • Technical run-through of building the report (process and tools used).

WHAT YOU WILL LEARN

  • Take away practical advice on how to build a quick reporting pipeline using offline and digital data;
  • Gain inspiration on how internal data teams can contribute to better understanding and reporting on agency marketing activities.

TYPE: Presentation

LENGTH: 30min

SCOPE: Tactical

AUDIENCE: Data, Marketing

SKILLS NEEDED: None

EXPERTISE: Universal

TAGS: Business Intelligence, Customer Experience

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Alice Speranza

Data Analyst - Insights & Data Science, The Economist

London (Uk)

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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Data Visualisation writer, editor and board advisor Allen Hillery in conversation with Caroline Goulard