Performance Marketing is dynamic and has seen growing importance over the past decade. As marketing budgets tighten, marketers are seeking innovative strategies and tactics where they can demonstrate their effectiveness in driving increased actions across key measures. With more consumer data signals available, user privacy has taken center stage in the evolving digital landscape and performance marketing strategies must evolve to stay relevant, effective – and of course, safe. The following provides two POVs addressing these changes.
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Laura Kavanagh
Laura Kavanagh is the Head of Media at Mediaplus North America. She is a veteran media and marketing professional with 25 years’ experience working in holistic media planning. She is a successful manager of strategy & implementation teams and owner of client/agency relations. Throughout her career she has worked across all media channels and on a variety of product categories with marquis clients such as AT&T, USAA, P&G, Samsung and Subway. She has worked with brands through full funnel and multi-touchpoint programs and has a track-record of consistently achieving client’s KPIs with innovative and creative media campaigns.