Senior Manager, Digital Advertising
Liz has been an active contributor to the Canadian digital marketing community for over 8 years. She has worked with a broad spectrum of clients across CPG, auto, retail and finance verticals and is currently leading dynamic digital conversations with her client partners at Tangerine, Ontario Lottery & Gaming Corporation, and the Government of Ontario.
As a Senior Manager, Digital Advertising at Meridian, Liz is responsible for establishing advanced analytics practices as well as delivering innovative media strategies with true measurable results. Liz’s dedication to the industry extends to her volunteer work on the CMDC Youth Ambassadors Committee where she was a key team member in launching the Young Blood awards in 2015.
Liz earned her Undergraduate Degree from The University of Guelph in 2007, earned her Post-Graduate Honours Diploma from Humber College in 2010 where she studied Advertising Media Management and continues to learn everyday within this fascinating and powerful digital space.
DEVELOPING A SUCCESSFUL MEASUREMENT FRAMEWORK
The most critical component of any successful digital marketing campaign is the implementation of a proper measurement framework. The digital ad space can be fragmented, overwhelming and full of acronyms! As marketers, we have access to vast amounts of data from many different tracking and analysis systems. While data can be immensely useful, the challenge is often understanding the data and uncovering insights. Setting clear objectives and identifying Key Performance Metrics (KPIs) can help you prioritize and maximize the outcome of your marketing investments.
This session will provide you with an overview of how to develop a successful measurement framework, including specifics on what tools and data sets are ideal for driving performance as it relates to your website as well as Display, Video, Social, and Search marketing efforts.
2:15pm – 3:30pm