Ad Optimization in Multi-Channel Digital Advertising, Matt Eichner

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ClickZ Live case study

Company: ClickZ Live

Published: 03 April 2014

Business Area: Media Buying

Format: Portable Document Format (.pdf)



Marketers have a huge challenge today: how to effectively compete in the world of multi-channel digital advertising. First they need to determine the optimal media mix - taking into consideration both search and display - and what each channel brings to the success of the campaign. They are under pressure to continually adjust and improve digital campaigns to drive better performance and ROI. How can marketers update targets, tactics and budgets in the smartest possible way?

Attendees will learn:

  • Planning and managing multi-channel digital marketing campaigns, and the role of technology
  • Considerations for each channel towards meeting campaign goals and actions
  • Best practices for weighing risk and return across various channels
  • Rule-based approaches vs. mathematical models
  • How modeling and forecasting help marketers make educated choices
  • Separate/unique metrics by source

Matt Eichner, Director, DoubleClick Search, Google