Armando Yanez, President of Primary Lens

Armando Yanez, an expert in using data for marketing campaigns, explains the importance of data in targeting the right audience. He shares examples of campaigns where data-driven approaches led to increased conversions. Armando discusses the use of geo framing to retarget individuals exposed to billboards and emphasizes aligning conversion metrics with actual store sales. Armando also emphasizes the need to align conversion metrics with actual store sales to accurately measure campaign effectiveness, stating that a comprehensive view of all relevant data elements can prove campaign effectiveness.