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Friday, April 28th, 2017 - 2:20PM - 3:00PM

Optimizing for mobile - How Monsanto evolved KPIs to get the most from their paid social ads

The evolution of social media and mobile have fundamentally changed the way people use the web. Understanding your end user and defining your content goals with each paid media type is key to setting yourself up for success. As your audience behavior evolves, so must your paid content strategy.

In this presentation, Kate will share how Monsanto changed and adopted new KPIs to measure mobile and social traffic on Facebook. Additionally, she will discuss the strategic approach to paid social and share successes and challenges.

In this session, you'll learn how to:

  • Craft a paid social strategy
  • Define KPIs that are relevant to content and ad type
  • Move past traditional web KPIs to metrics that give real insight into how your audience engages with brand content

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Kate Humphrey
Global Web Strategy Lead

About your Presenter

Kate Humphrey is the Global Web Strategy Lead for Monsanto Company. She has worked nearly a decade in the digital and social space, partnering on and managing several key company campaigns and initiatives. Her current focus is on creating and leading a global center of excellence for corporate websites and web communications for the Monsanto brand. Kate received her MBA from the University of Missouri - Kansas City and received her B.S. in marketing from Truman State University. She believes digital and social communications work when you think about the end user first, gif is pronounced with a hard G, and that cole slaw is a condiment - not a side dish.

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