The Tyranny of Measurement
Robin Lord
Digital Marketing was built on the promise that we can measure everything. But now - what we can and can't measure is the battleground for countries and companies alike.
Organisations like Facebook, Apple, and Google are taking shots at each other, while building data fortresses. They're promising total control of information within their walls, and advanced machine learning to fill in the gaps. But what can we actually expect? What are we losing, and what did we never really have to begin with? Could losing some of that data actually be a good thing?
Robin explores how specialisms like PPC, on-page SEO, and Digital PR might learn from each other, and how having less access to data could give us the opportunity to grow our businesses even better.
Join this session for a look at the technicalities of measurement, the real-world limitations we'll never get around as marketers, and how the biggest piece of the tracking jigsaw puzzle might actually be more to do with companies than cookies.
Organisations like Facebook, Apple, and Google are taking shots at each other, while building data fortresses. They're promising total control of information within their walls, and advanced machine learning to fill in the gaps. But what can we actually expect? What are we losing, and what did we never really have to begin with? Could losing some of that data actually be a good thing?
Robin explores how specialisms like PPC, on-page SEO, and Digital PR might learn from each other, and how having less access to data could give us the opportunity to grow our businesses even better.
Join this session for a look at the technicalities of measurement, the real-world limitations we'll never get around as marketers, and how the biggest piece of the tracking jigsaw puzzle might actually be more to do with companies than cookies.