According to eMarketers 2019 Digital Ad Spending report, worldwide digital ad spending is estimated to rise by 17.6% to $333.25 billion in 2019. You already know that your largest and growing expense is marketing and advertising costs. Yet despite all the ways you can target and reach customers with your advertising, there's still no straight answers as to which channels are working and where to allocate budget and resources across paid and non-paid channels. A 2018 study by Rakuten Marketing found that marketers waste 26% of their marketing budget on the wrong channels or strategies.
Mark Pritchard, P&G's Chief Brand Officer announced in 2019 that they had saved $1 billion over the last 5 years by taking control of their data to move from 'wasteful mass marketing to precision one-to-one brand building on a mass scale'. You know your 1st part data holds valuable marketing insights and hidden truths but unlocking them can seem an immense task. Scarce resource, skills & knowledge coupled with high price points demanded by service providers, means businesses can struggle to make profits. So how can you understand customers deeply, reach them and generate sales to see value from your advertising clearly and quickly?
Join our PeerWorkshop, where we'll work through the solutions to this problem with senior executives like you, to help unlock crucial marketing insights and drive your brand’s growth.
"Half the money I spend on advertising is wasted; the trouble is, I don't know which half."
John Wanamaker, American Merchant and Marketing Pioneer
Colleen Scollans is a seasoned Marketing, Digital Strategy, and Customer Experience leader and consultant. With a strong background in Marketing and Digital transformation, Colleen helps organizations improve marketing performance, successfully leverage marketing technology, derive value from data, and pivot to customer centricity.
Prior to consulting, Colleen was the Chief Marketing Officer for Oxford University Press’s Academic Division where she led 250 Marketing and Digital Strategy professionals around the world. Based in New York, she was responsible for the marketing across B2B and B2C channels, digital strategy for content, product, and web platforms, and data/analytics. Colleen spent many years transforming the global publishing company into a forward thinking model that has grown their business.
In addition to Marketing, Colleen has also held leadership roles in Sales, Product, Digital, and E-commerce. She is known for driving strategic alignment and innovation around the customer.
Colleen loves to speak, advise, coach, and mentor on the strategic and operational aspects of Marketing. She is particularly passionate about helping organizations understand and successfully implement marketing technology using a capability framework.
Jake was previously VP Growth at Forward Partners, a London-based VC investing in the UK’s most exciting tech start-ups. Jake has also held Growth positions at Appear Here, a leading online marketplace for short-term retail space, and Property Partner, an award-winning start-up set up to democratize the property market through crowd funding.
Sam Carter is Chief Executive Officer of Fospha, the UK’s leading provider of independent marketing measurement and attribution.
Sam was previously Portfolio Manager at Blenheim Chalcot, the digital venture builder, where he helped the companies in the group scale marketing and sales.
Prior to this, Sam was Director of Category & Revenue Management of Groupon’s EMEA business, leading on sales, marketing, and data science/analytics. It was here that Sam saw the opportunity to address the biggest challenge most businesses have today: leveraging first-party data to sustainably scale customer acquisition and retention
Fospha Marketing is an independent marketing attribution and measurement software provider that empowers marketers to maximize profit on the next $100k of budget.
Voted ‘Best Attribution Platform’ at the 2019 Martech Awards, we unlock the hidden value in our clients’ data to reduce cost, increase efficiency and drive growth, helping marketers take back control of their data from the AdTech platforms.
Fospha’s integration with Shopify enables clients to start small and grow in line with budgets and business needs, overcoming the traditionally high barrier to entry with enterprise marketing attribution.
Please reach out to us if you have any questions about this event.