Find out why marketers need to move from focusing on what they can measure to what they should measure—metrics that show incremental progress toward shared goals. During this eMarketer Tech-Talk Webinar, our guests from Merkle and AbbVie Digital Lab discussed how marketers can build a cohesive customer experience and rethink their approach to data and the inputs and outputs that determine success.

Watch this webinar and learn how to:

Unify metrics across departments to achieve a common goal

Measure progress toward a goal through theories of change

Identify the activities needed to produce a positive business impact

Plus! An example of how a measurement framework can be at odds with intended results


Richard Lees Richard Lees is chief strategy officer, EMEA at Merkle. Richard and his team are instrumental in helping businesses gain a competitive advantage by leveraging Merkle’s full range of services and capabilities. He is adept at helping brands identify the business drivers of value and then leveraging connected data, transformative insights, and integrated technology to deliver targeted, personalized experiences through the increasingly channel-agnostic world.
Tracie Kambies Tracie Kambies is global analytics lead at Merkle. Tracie has over two decades of experience within the analytics industry, bringing with her a track record of delivering a multitude of services and solutions to the market for Fortune 1000 leaders, such as the largest global retailers, iconic sports brands, and global technology companies. Tracie focuses on giving organizations the capabilities in analytics to drive enhanced personalized experiences.
Jaime Date Jaime Date is head of measurement and data science at AbbVie Digital Lab. Jaime has 15 years of experience in consumer marketing analytics across pharmacy, financial services, and retail. She joined AbbVie nearly three years ago to support US immunology and has since expanded her role to support all US commercial brands. Jaime’s team focuses on high-quality, robust measurement of marketing initiatives to drive effectiveness, efficiency, and speed-to-market, as well as the development of machine learning applications for audience targeting and measurement.


Marissa Coslov is vice president of business development at eMarketer. She is an experienced sales and account executive, with a proven track record of selling on an enterprise level while educating and building value among the world’s largest and most recognizable brands, agencies and ad-tech companies.

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