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Offline Marketing & Digital KPI's: How can you Bridge the Gap? (Alice Speranza)
Linking offline marketing activities to digital engagement KPIs can often be a challenge for marketing teams, especially when campaigns are executed by external agencies, who might not have access to useful data points and knowledge.
This presentation will talk about how The Economist data team has taken ownership of reporting on activities traditionally covered by external agencies, bridging the gap between offline campaign data, digital user behaviour and customer retention.