6 Requirements of Holistic Attribution & Actionable Insights - Mikel Chertudi & Cameron Cowan, ObservePoint

In this session, we'll dive into the 6 requirements for generating actionable insights that drive effective consumer experiences, optimally allocating touchpoints across the consumer journey, and increasing overall ROI:

  • Data Breadth - Understand the Entire Consumer Journey.
  • Data Depth - Deliver the Right Content.
  • Combine Channels and Messaging Analysis.
  • Create Data Standards and Governance.
  • Improve Customer Satisfaction, Value, and Costs.
  • Analyze and Predict with Accuracy.

 

Mikel Chertudi

COO

ObservePoint

Mikel has extensive experience in marketing measurement and creating consistent, unified experiences across channels and content. He is also the COO for ObservePoint and drives sales and operations for the company. Mikel co-founded Strala (now Strala by ObservePoint), and prior to Strala, Mikel led global media and digital marketing for Adobe as well as America’s inside sales across Adobe’s three clouds – Experience, Creative, and Document. His expertise is rooted in creating personalized customer experiences and running large-scale media programs.

 

Cameron Cowan

Senior Director of Product Strategy

ObservePoint

Cameron Cowan is the Sr. Director of Product Strategy & Marketing at ObservePoint and a veteran of the marketing analytics, digital advertising, and enterprise software industries. He has joined the ObservePoint family via the recent Strala acquisition and plays an active role in product management, technical marketing, and GTM execution. Prior to his time at Strala, Cameron spent 13 years working for Adobe (via the Omniture acquisition), and gained experience in account management, consulting, and technical sales before establishing himself as a leader in product management, technical marketing, and business strategy. His career has included living overseas on multiple occasions and collaborating with marketers and technologists on four continents.

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