Alan leads performance marketing at Paragone.ai, where he uses social and digital advertising to contribute to business outcomes. He's preciously worked at other technology companies such as Microsoft and Sprinklr where he led data-driven marketing to improving customer experience through relevant messaging and rewarding customer journeys.

Alan Li’s Session

9:45am - 10:30am PT — Friday, February 26, 2021

Using Data, Metrics, and Tools to Drive ROI – and Best Ways to Report to Leadership

Social advertising the most modern and advanced form of advertising today. The various tools, tactics, and skills required can often be overwhelming. The best and most effective advertisements combine the art of creativity, the psychology of audience understanding, and the rigor of data science and scientific method. When you combine these disciplines and get these factors to compound with the right people - it can result in extraordinary outcomes.

Takeaways include:

How to set up experiments that fit your scale from a small business to a major enterprise
Tradeoffs between targeting and creative
What’s important to measure and what’s not