The Great Marketing ROI Reset

Virtual Events
Tue, Sep 14, 2021, 10:00 AM (PDT)

About this event

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.

Watch the recording here

Questions Answered

  • What are the non-traditional, untapped data sources marketers can look for to build out their first party data portfolio?
  • What is the biggest hurdle marketing leaders should anticipate when it comes to building out their first party data strategy?
  • What is data orchestration and why is that important?
  • As big tech builds out the next generation models, what path do marketers have to be able to influence and shape where that technology lands?
  • What are the key skill sets marketing leaders need on their teams to navigate in the new world?



  • Jon Suarez-Davis

    Jon Suarez-Davis


    SVP, Marketing Strategy & Innovation