1 day / 3 stages 20+ speakers

11 November
Data & Analytics Director, GroupM Czech Republic, CZ

Jiří Udatný

His team of analytics and programators is responsible for development and control of custom technological platforms.

It includes f.e. Data Management Platform which is an online system for reporting of digital campaigns or development of research tools and services. Jiří is a member of the meteorological commision of ATO and regularly lectures at University of Economics in Prague.

Lecture topic

Modeling of communication campaigns – „Ultimate Effectivity Prove“

After every communication campaign, there is the evaluation of impact. But how can you estimate the effectivity of the campaign? How to use results of past campaigns to predict campaigns in the future? And which data (and how) should we combine to make the base of the forecast as solid as possible? Jiří will explain what modeling of results for marketing campaigns is and why it is necessary to create real effectivity of marketing communication. Stay tuned for case studies.



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