Greg Green Ph.D.
Chief Data and Analytics Officer
Harland Clarke Holdings
The customer journey is a critical framework to understand, measure and improve business KPIs. Nevertheless, there is a missing component to that framework that can be uniquely addressed within a measurement portfolio that captures the motivators of consumer actions and may be built on such metrics as sales lift, store traffic or visits, basket size and redemption. Key takeaways of this session include: overcome the disparate data and metric challenge of multi-channel media optimization; focus on brand/consumer activation opportunity rather than media/brand spend; provide “analytics transparency” to reduce the feeling of the “fox guarding the hen house” and mystery of black box machine learning; find a new level of control on the dials to optimize with media, data and analytics.