Brianna Mersey (Director of Data, Media.Monks)
Michael Neveu (Sr. Director Machine Learning & AI Solutions - Global, Media.Monks)
Location: Room 32A
Date: Wednesday, October 23
Time: 2:10 pm - 2:50 pm
Pass Type: All Access Pass, Digital Pass, Main Conference Pass
Theme: Marketing Analytics
Session Type: Session
Track: AI & Machine Learning
Vault Recording: TBD
Audience Level: Intermediate
In today's hyper-competitive market, brands can suffer considerably if they are targeting the wrong people. Wasted resources, including effort, time, and money, low brand engagement, and possibly a damaged brand reputation are only a few of the risks of improper targeting. To thrive in this landscape, brands need to deliver tailored messages and experiences to specific segments of their users, enhancing the effectiveness of marketing campaigns. The targeted approach fosters deeper connections to customers by addressing their unique needs, preferences, and behaviors, thereby improving the customer experience.
Explore how developing propensity models unveils invaluable insights into your customer's behaviors. These scores ultimately reflect customer tendencies to perform high-value actions and embark on user journeys on your website. By leveraging those insights, we craft custom remarketing campaigns for those prospects deemed to hit KPIs and promised to be loyal customers. Join us as we walk through the process of machine learning-based audience creation and activation using Google Analytics 4 and BigQuery. Don't miss this opportunity to improve your marketing strategies and realize improved cost efficiency and ROAS gains. Let's unlock the full potential of audience creation!