In today’s world advertising agencies need to quickly elevate themselves from communication specialists to strategic partners who are able to measure and optimize their performance based on business outputs in real time. By achieving this offline spend becomes a revenue, not a brand driver and agencies can participate in real performance based relationships with clients. In fact, in the way that online programmatic buying has devalued the creative and story telling process, this is an opportunity to reintroduce a creative narrative beyond “buy now”.
Through this session, you will get an insight into how e-commerce companies work closely with their agencies to manage marketing spend; strategic process and how data can be used to measure both offline media and creative performance in real time.
Jon Wild, VP Marketing, Groupon US