Julie is Allant’s Data Whisperer. She has built her career on using data to solve complex business problems and to develop new data solutions that support targeted customer marketing and personalization. Julie has worked as a data scientist since before the term “big data” or even “data scientist” was coined.
Today, Julie builds solutions that drive value through closed-loop marketing optimization; from planning and targeting through execution and measurement; driving value at all points in the customer lifecycle, from acquisition, retention and winback. These solutions help CMOs optimize marketing spend across multiple advertising channels.
The Senior Vice President of Analytics, Insights and Strategy for Allant focuses on solutions that have a strict emphasis on measuring the value to your bottom line. Whether it’s identifying strategies to grow revenue, or identify segments that should be divested to grow the bottom line, Allant’s analytic solutions move the needle. She concentrates on helping senior marketers evaluate and improve their return on marketing ROI.
Armed with a depth of experience across industries such as CPG, retail, financial services and insurance, Julie provides a 360-degree understanding of data that encompasses data structuring, warehousing and mining; deriving insights; and applying advanced statistical models.
Double Counting Is Over – Attribution You Can Count On // All Attribution Is Wrong. Here’s What You Can Do About It // The Truth Behind Customer Behavior And Attribution
There are several ways that companies attribute response to marketing initiatives. Many of these methods either involve double counting (especially when channel initiatives are siloed) -- everyone wants to take credit for customer behavior -- but what is the truth. The truth is that each customer has his or her own journey and that journey is unique and different -- and therefore so should the attribution.
Customer Lifetime Value: The Lifeblood Of Marketing! // Don’t Try To Boil The Ocean – A 3-Step Approach For Understanding Customer Lifetime Value
Everything boils down to customer lifetime value. Knowing which customers you should invest vs. divest in should be the first step in strategic marketing planning. However, for most companies, this number is unknown. This discussion will cover the data wrangling required to get over the MASSIVE hump that stops most of these projects. Grounded in a firm foundation of quality data, Customer Lifetime Value is only steps away.
Measuring the ROI of Machine Learning and AI // The Hype is Real: The ROI of Machine Learning and AI
With the proliferation of machine learning (ML) and artificial intelligence (AI) solutions and marketers’ eagerness to test and adopt, the need for measuring the return on investment of ML/AI is critical. This panel will discuss the strategy, analysis and technology available, the pros and cons of current solutions and what advancements to expect in 2019.