Alwin Haensel, Haensel AMS
Acquisition and retention marketing today is about a deep understanding of customer behavior and the anticipation of their responses and engagement, while traditional marketing relied on general knowledge and a lot of gut feeling. We all know that third-party platforms can help improve performances by providing meaningful insights to specific customer-related questions. To fully leverage the analytics advantage, a tailored 360° data approach is essential.
This presentation will discuss best-practices for successful data-driven decision making; setting up a customer data infrastructure; and using smart multi-touch attribution for budget allocation and campaign optimizations.