In a world where big tech continues to degrade tracking capabilities, Marla Skiko, US & Global Head of Media at Ford Motor Company, and Silvia Sparry, Global COO, Xaxis, explore what it means to take an outcome based approach to marketing programs and media investments. As accessibility to third party insights recedes, new and potentially more powerful approaches are rising. Previously untapped first party data sources are proving to be formidable reserves. Creative data engineering is infusing new data streams into the marketers’ mix. Disciplined test and iterate strategies are helping first movers gain quick advantage. And as the privacy-driven tide reshapes marketers’ toolsets, those ahead of the wave are the ones defining requirements for the next generation models and instrumentation.
Questions Answered
Ford Motor Company
US & Global Head of Media
Xaxis
Global Chief Operating Officer