Presentations

The Treachery of Convenience: Redefining Reach

Kevin Whitcher, Vice President of Product Management, Oracle Data Cloud

Measurement is only as valuable as the outcomes it can change for the marketer or their business, but not enough time is spent making sure the metrics we use matter for those outcomes. Instead measurement is often a product of the metrics that are available and convenient –plus a long-standing belief that those convenient metrics drive the right outcomes. Kevin Whitcher will talk about returning to marketing’s first principles as the marketing world evolves and how that exercise can redefine the way we think about metrics and how we measure them.

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