CYE #8 – Modernizing Measurement to Fit Today’s Marketing Data Needs

We invited Jim Warner, Field CTO of Advertising & Marketing of Snowflake. Snowflake delivers ease of use, instant elasticity, and lower TCO.

We talk about:

09:28 The Convergence of Marketing Tech and Advertising Tech

20:23 The Role of Finance in Marketing Measurement

33:19 The Importance of First-Party Data in Marketing

34:45 The Convergence of Paid and Owned Channels

36:16 The Importance of Aligning Marketing and IT Teams

39:02 Financial Data as a Common First Use Case for Snowflake

40:21 Putting Marketing Spend Data into Snowflake

48:52 Balancing Branding and Performance Marketing

01:01:03 Challenges and Alternatives in Measurement and Attribution

01:09:07 Enabling More Sophisticated Marketing Mix Modeling with Snowflake

Jim Warner: https://www.linkedin.com/in/jwwarner/

Snowflake: https://www.snowflake.com/en/

Jon Lorenzini: https://www.linkedin.com/in/jonathanlorenzini/

John Wallace: https://www.linkedin.com/in/johnwallace-/

LiftLab: https://www.liftlab.com/