The experienced digital analytics consulting team at InfoTrust is proud to share that Industry Team Lead Mai AlOwaish was recently published in Applied Marketing Analytics.
Applied Marketing Analytics is a peer-reviewed journal that features in-depth articles on all aspects of measuring and analyzing marketing performance to improve effectiveness within organizations. Articles and case studies in the publication cover topics such as attribution, compliance and regulation with regards to consumer privacy and data collection, and aligning marketing metrics with business goals.
Article Abstract
Using Event-Based Models for Cross-Device Insights into the User Journey
Gaining customer insight is the foundation of marketing science. Today’s customers interact with companies across multiple devices. Thus, to fully understand the customer’s journey, digital marketing analysts can no longer rely on measuring individual events on a single device; rather, they must gather and interpret data across devices. This requires making the user the unit of data measurement. The challenge is stitching together information into a single story and profile that lead to actionable and immediate insights. This paper discusses event-based models for digital marketing data and calls for marketing analytics leaders to execute the transformation from static session-based reporting to dynamic and powerful user-centric analytics.
To access Mai’s article in Applied Marketing Analytics, purchase Volume 6 here.
About Mai AlOwaish
Mai is an experienced analytics professional, specializing in cross-device analysis for websites and mobile apps. She is an active member and mentor with the Digital Analytics Association (DAA), and the recipient of the 2019 DAA President’s Award for her contributions to the organization and industry. The DAA recently named Mai a finalist for the 2020 Quanties Difference-Maker Award.
