In this episode, Ashley Royalty, GM of Add3SHOP, chats with Ryan McClurkin from JTV to dive into the intricacies of marketing measurement, discussing its tiers, challenges, and the importance of first-party data in driving success.

Overview of Marketing Measurement Tiers:

• Ryan explains the four tiers of marketing measurement: Tier 1 (Basic Analytics), Tier 2 (CDP Lite Solutions), Tier 3 (First-Party Data Stitching), and Tier 4 (Advertiser Data Feeds).
• Each tier offers increasing sophistication in tracking and attributing marketing efforts.

Importance of First-Party Data:

• The significance of first-party data and identity stitching in understanding the full customer journey.
• The role of predictive LTV (Lifetime Value) and machine learning in optimizing marketing strategies.

Challenges with Third-Party Cookie Deprecation:

• Impending challenges posed by third-party cookie deprecation and its impact on advertising effectiveness.
• Strategies for navigating this landscape, including the emphasis on first-party data aggregation.

Success Stories and Best Practices:

• Real-world success stories of companies leveraging advanced marketing measurement techniques to drive growth.
• The importance of proper cost allocation, LTV integration, and incremental attribution in achieving marketing success.

Recommended Tools and Solutions:

• Emerging solutions like Insida, a startup focused on comprehensive marketing measurement.
• The importance of platform-agnostic tools that cater to various e-commerce platforms.