Join the dots: connecting performance, measurement and results in a privacy-first world

About this event

In this exclusive event, you’ll join other marketing leaders to gain an increased understanding of privacy-first measurement and multi-model attribution, exploring how to connect performance, measurement and business outcomes.

Goodbye Measurement. Hello Modelling.

About our speakers

Adam Hetherington is a Strategic Agency Manager at Google and has been managing the top Irish network agencies and the top UK independent agencies for the last six years. Adam was also the UK & Ireland’s Google Customer Solution team’s Measurement & Attribution Lead for three years prior, with a close focus on omnichannel retail, offline lead-gen & privacy. He has spoken at multiple Google events across the UK, Ireland and Netherlands. On a personal note he’s also an amateur cyclist, Guinness enthusiast, and tragic skier.

JD Ohlinger is a Measurement and Attribution Specialist at Google.

Joy Talbot is a Principal Economist at magic numbers, with over 8 years’ experience in using analytics to help brands make more effective business decisions. Having worked in a media agency and now at magic numbers, Joy has delivered econometric projects for some of the UK’s largest household brands including Yorkshire Tea, UKTV, Little Moons, NOW, Sky, Tesco, DFS and IKEA. Joy specialises in taking complex business problems and making the solutions understandable for stakeholders at all levels. As a Physics graduate, she loves that her role combines working with lots of different people and using maths to solve real world problems every day.

Julio Taylor is CEO at Hallam, responsible for strategic leadership. Focused on product strategy, innovation and partnerships, he’s focused on the future of marketing and how it will continue to evolve. As a former Creative Director, he started designing and building websites in the late 90s and has 20 years of experience in Brand, UX and Creative fields.

Ben Wood is Director of Growth & Innovation at Hallam, overseeing digital strategy across our entire client base. After joining Hallam in 2012 from FTSE 100 company Experian, Ben has played a pivotal role in the growth and success of our company, delivering outstanding results for our clients. A highly respected author and public speaker, Ben is passionate about performance marketing and how brands can use this to their advantage.

Agenda

9 – 9.30 – Arrivals and breakfast

9.30 – 9.35 – Welcome from Julio Taylor, Hallam’s CEO

9.35 – 9.45 – Adam Hetherington: AI and its potential effect on data and attribution

9.45 – 10.15 – Ben Wood: Marketing considerations for the privacy-first era

10.15 – 10.30 – Coffee break

10.30 – 11 – Joy Talbot: Measurement in a cookieless world

11 – 11.20 – Break

11.20 – 11.50 – JD Ohlinger: Technical talk

11.50 – 12 – Wrap-up

12 – Lunch and networking

Talk summaries

Marketing considerations for the privacy-first era – Joy Talbot

With the seemingly never ending imminent demise of cookies, current technological barriers and rising consumer privacy, measurement is becoming more complex than ever.

Indeed, cross platform measurement is consistently cited as the top challenge by marketers. And, with ad spend declining due to macroeconomic pressures, there will be increased scrutiny on proving ROI.

We’ll explain why it’s important to avoid “short termism” and why it can be tempting to assign more budget to the platforms easiest to quantify a direct return.

We’ll also help you prepare for a privacy-first future, covering topics such as first-party data, alternative ad targeting models and the importance of re-educating the C-suite on marketing science in the current climate.

Measurement in a cookieless world – Ben Wood

The world of media is changing. Privacy is driving consumers’ behaviour. Apple is now the sole keeper of data from a billion iPhone users. Google is phasing out cookies by 2024. Facebook doesn’t know anything about their audiences anymore. Yet brands are still spending big on these channels. Now’s the time to check in on your measurement framework and make sure it’s working for you.

Digital attribution faces constraints in this changing world and measurement needs to be holistic. This session will get you up to speed on how to measure online and offline channels in a cookieless world, while also accounting for all other factors that impact your brand such as the weather, the cost of living crisis and your SEO and organic social activity. Joy will think about the consumer journey and take you through multiple client case studies to share a flavour of analytical approaches within the industry.