Reconciling Marketing Effort with Retail Lift

In retail, where measurement is hazy, how do marketers reconcile their efforts with retail lift? Ly Tran, CMO at Proof Advertising (the biggest local agency for Subway Restaurants) talks about drilling down into the local foot traffic. With retail market spanning from San Francisco to Montreal, her team is looking at every digital piece purchased on the national and local level, in attempts to establish the attribute to in-store traffic. Tran lays out her strategy that involves place-visit rate analysis layered with multi-touch attribution that provides a very insightful data and helps determine the traffic that their brand, specifically, is driving.

MODERATOR Noah Dyer, VP of Marketing Strategies, On-Advertising; PANELISTS Ashley Evenson, Director, Ciceron Digital Media Group, Lindsay Hendricks, Senior Media Manager, Positec Tool Corporation, Jeremy Lockhorn, VP, Emerging Media + Mobile Lead, NA, SapientRazorfish, Ly Tran, Chief Media Officer, Proof Advertising.


Find the rest of this session, and more, at our TV & Video Insider Summit Agenda page.
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