Presentations

Omni-Channel Brand Measurement in 2020

Tom Tang, Vice President, Marketing Analytics, Walmart, Inc.

With the complexity of modern Omni-Channel customer behavior and near universal brand awareness, quantifying the impact of Walmart’s brand poses a unique challenge. Tom Tang will discuss how his team leverages a variety of measurement solutions to quantify the value of brand and how it affects all stages of the funnel, including the incremental value of traditional media such as TV. These tools provide a true understanding of both the financial and customer impact of brand advertising, helping Walmart develop a deeper relationship with its customers and gain new insights through Machine Learning models and advanced measurement techniques.

Related Conference

State of Marketing Science Summit: Marketing in Disruption

To access presentation materials, you must login or register for full access.

3 WAYS to GET CONNECTED

Business

Employees of MSI Member Companies enjoy the benefits of complete online access to content, member conferences and networking with the MSI community.

More

Academic

Qualified academics benefit from a relationship with MSI through access to msi.org, conferences and research opportunities.

More

Public

The public is invited to enjoy partial access to msi.org content, a free e-newsletter, selected reports and more.

More

Join the MSI mailing list

Stay informed of the latest research and events