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About this Session

With ad platforms continuing to evolve, and machine learning-driven automation levelling the playing field in disciplines such as paid search, advertisers need to find new ways to stay ahead of the competition. In a future that could foreseeably see paid advertising reduced to simply a target and a budget, the quality of the ad-driven customer will inevitably change, meaning that the study of customer value will be critical. In this session, Croud’s Director of Data Solutions, Kevin Joyner, will explain why value prediction may become the last lever available in performance advertising, and outline how advertisers can get started with activating machine learning predictions, as well as looking at the skills that marketers will need to succeed in the future – from data science to business analytics.

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