Marissa has spent most of her career in digital media, focusing on performance-based activation across search and social. Over the last decade, she has partnered and collaborated with clients in retail, telecommunications, financial services, and C.P.G. verticals to implement results-based strategies to help brands attain their media and campaign goals.
In addition to driving strategy, she advocates for cross-channel, third-party, and advanced platform measurement that gives a more complete and accurate view of media's true impact on the client's bottom line. Marissa's insight has notably and recently influenced strategic innovation and testing across the Sephora media business.
Marissa also serves as Director of Marketing for non-profit Project H.E.L.P., which helps the houseless community of Houston.
8:15 a.m.–9:00 a.m. Pacific Time —
What is social advertising doing for your brand? In this session, we will review best practices for demonstrating the value of social media marketing in achieving client goals and the impact of social on business results. From foundational tracking to improve platform KPIs to advanced tracking that improves the quality of data being passed back, to third-party solutions that verify and deduplicate performance across channels, we want to implement technology that gives a complete view of performance.
In a forever changing landscape, relating social metrics to omnichannel business results has increased in difficulty but there are tools available to maximize and refine media delivery. We will discuss these and other strategies for highlighting the importance of social in the media mix.
Takeaways:
- Strategy for improving ROI for performance-driven social brands
- Techniques and tools to improve data quality and volume
- Talking points for client recommendations
