The world today runs on data, and it is a double-edged sword. Marketers have plenty of information to gather to understand consumer behaviour, but at the same time, delving deep into the massive volumes of data to make sense of them is a daunting task. So what future lies in marketing measurement?
The end of third-party cookies
One of the challenges in marketing measurement is the decline in trackability, with big players such as Google and Apple cracking down on third-party cookies. As a result, marketers will have significant hurdles in monitoring online behaviour to reach the right audiences.
Data explosion and tougher competition
About 10,000 marketing platforms and tools are out there, making it excruciatingly difficult to find the best way to handle all the data companies generate. Many companies gather more data than they can deal with, resulting in mountains of siloed data left ignored.
Adding to the explosion of data is the rising competition in online marketing. The more ads running down feeds, the harder to stand out. The crowded market filled with too much noise also pushes up the cost of ads.
Preparing for the future
With the evolving marketing trends, it is necessary to brace for what is coming. At Echelon Asia Summit 2022, Victor Audienne, Sales Team Leads at AppsFlyer, will moderate a fireside chat with Zalora Group Chief Revenue & Marketing Officer Achint Setia. They will discuss “The future of marketing measurement” and tackle relevant topics such as:
- Impact on measurement in the new privacy-centric world
- Mobile ad fraud
- Customer retention with re-targeting and how to measure its true impact
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Echelon Asia Summit 2022 (October 27-28) returns after a three-year hiatus. It aims to gather the most influential decision-makers and industry leaders from the Southeast Asia tech and startup ecosystem.
Register for Echelon Asia Summit 2022 now!
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