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Understanding the customer journey has always been key in unlocking the value of marketing. But as COVID-19 impacts our nation, consumers’ engagement and buying habits are evolving and throwing marketers’ bulletproof plans into chaos.
A March 2020 survey from Dentsu Aegis Network on consumer spending since COVID-19 reported that 66% of consumers felt more cautious about how they spend their money.A March 2020 survey from Dentsu Aegis Network on consumer spending since COVID-19 reported that 66% of consumers felt more cautious about how they spend their money.
With all this change in consumer spending, marketers are struggling to deliver exceptional consumer experiences in a new “normal,” where marketing is less focused on driving revenue. But how can marketers accommodate to this new normal, all while operating with reduced marketing budgets and resources?
eMarketer is pleased to moderate a Tech-Talk Webinar featuring Merkle's customer analytics team, Beth Sanville, vice president, Shirli Zelcer, COO, and Jordan Cardonick, senior director. They will discuss today’s disrupted customer journey and how marketers can elongate the funnel until customers are ready to buy once again.
View this webinar and learn:
- The new, "normal" in marketing
- What analytics tool sets are necessary in an altered customer journey
- How marketers in the pharma, auto and CPG industries can maximize results
PRESENTERS
Beth Sanville is vice president of analytics at Merkle. Beth focuses on both audience and performance analytics. She’s responsible for formulating analytic solutions and approaches, as well as leading delivery teams. Beth has been part of the Merkle team for nearly a decade and has worked with clients such as Royal Caribbean, Disney, Cirque du Soleil, Marriott, Loews and Universal Orlando. She previously worked at MarketShare, Andersen Consulting/Accenture, Cyveillance and Sanofi-Aventis.
Shirli Zelcer is COO, analytics at Merkle. Shirli leads the company’s customer analytics service line. She has 20 years of experience in strategy and analytics in the travel, media and entertainment, retail and financial services industries. Shirli has managed projects focused on enterprise segmentations, customer journey development, lifetime value, omnichannel integration and more. She previously worked for Capital One in the marketing and analysis department, responsible for developing credit risk models, NPV models and DOE testing.
Jordan Cardonick is senior director of analytics at Merkle. Jordan leads the company’s performance media analytics capability and helps clients find creative solutions to optimize and grow their performance through digital channels such as search, programmatic, social, email and video. He has supported many industries including financial services, retail, travel, insurance, high tech and B2B with an emphasis on leveraging analytics and data to drive business value.
