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Key Takeaways
Gregory Kennedy (VP of Marketing at Alembic) shares insights on measuring marketing effectiveness.
Alembic's goal is to tackle the long-standing challenge of identifying which aspects of advertising are truly effective.
The company uses advanced technology to integrate first-party and third-party data, providing a comprehensive view of marketing impact.
Alembic employs proprietary algorithms and AI methodologies to analyse complex customer journeys and measure revenue impact.
The approach combines data from multiple marketing channels, making it more efficient than traditional methods such as Media Mix Modeling (MMM).
There is a growing demand for personalized experiences, with increasing consumer frustration when these needs are unmet.
Emphasis is placed on empathy in customer experience, urging businesses to view their offerings from the consumer's perspective.
The role of generative AI in enhancing customer support and experienc...
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