CYE #8 – Modernizing Measurement to Fit Today’s Marketing Data Needs

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Curve Your Enthusiasm

LiftLab

9 episodes

1 day ago

Conversations with experts from the front lines of Growth Marketing, Analytics, and Measurement. Get ready to unlock valuable insights, strategies, and tips as we discuss the foibles and triumphs of growth marketing. Don't miss out on this engaging series that promises to entertain, enlighten, and perhaps even provoke a few awkward situations along the way.

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Marketing

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CYE #8 – Modernizing Measurement to Fit Today’s Marketing Data Needs

Curve Your Enthusiasm

41 minutes 45 seconds

1 year ago

CYE #8 – Modernizing Measurement to Fit Today’s Marketing Data Needs

We invited Jim Warner, Field CTO of Advertising & Marketing of Snowflake. Snowflake delivers ease of use, instant elasticity, and lower TCO.

We talk about:

09:28 The Convergence of Marketing Tech and Advertising Tech

20:23 The Role of Finance in Marketing Measurement

33:19 The Importance of First-Party Data in Marketing

34:45 The Convergence of Paid and Owned Channels

36:16 The Importance of Aligning Marketing and IT Teams

39:02 Financial Data as a Common First Use Case for Snowflake

40:21 Putting Marketing Spend Data into Snowflake

48:52 Balancing Branding and Performance Marketing

01:01:03 Challenges and Alternatives in Measurement and Attribution

01:09:07 Enabling More Sophisticated Marketing Mix Modeling with Snowflake

Jim Warner: https://www.linkedin.com/in/jwwarner/

Snowflake: https://www.snowflake.com/en/

Jon Lorenzini: https://www.linkedin.com/in/jonathanlorenzini/

John Wallace: https://www.linkedin.com/in/johnwallace-/

LiftLab: https://www.liftlab.com/