Marketing Analytics in a Cookieless World | Chelsea Cramer (Credit Karma, Gympass, Flywheel)
Manage episode 428180726 series 3569868
In this episode of Growth Talks, Krystina Rubino chats with Chelsea Cramer, Marketing Analytics Lead at Credit Karma. They dive into the world of marketing analytics, discussing the evolution of marketing tools, the impact of data privacy changes on attribution, and strategies for effective marketing measurement in a privacy-first world.
⏰ Timestamps
00:00 Introduction to Chelsea Cramer, marketing analytics lead at Credit Karma
01:28 Evolution of marketing analytics landscape with new tools, increased focus on data privacy and complex attribution models
03:57 How to tackle Google's privacy sandbox and the deprecation of third-party cookies
05:34 Effectively measuring data leveraging multiple methodologies
09:55 Importance of message and incrementality testing
20:31 Practical applications of AI in marketing analytics
25:02 Utilizing advanced analytics techniques like media mix modeling and multivariate testing
39:07 Closing thoughts on the future of marketing analytics, emphasizing continuous learning and adaptation to new technologies and methodologies.
🗝️Key Takeaways:
- Marketers need to adjust their strategies to handle the increasing limitations on user data tracking and the shift towards more privacy-focused marketing practices.
- Focusing on the lifetime value of a customer rather than just the acquisition cost can lead to more sustainable marketing strategies.
- Employing a mix of measurement methodologies like incrementality testing and media mix modeling can help marketers gain a more accurate picture of their campaigns' effectiveness.
- Marketers should prepare for ongoing changes in the digital landscape, such as the deprecation of third-party cookies, by exploring and adopting new tools and techniques.
- AI can significantly enhance marketing analytics by automating data analysis and providing deeper insights, which can lead to better decision-making.
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