How did SVT gather marketing data to measure impact across both platforms and channels without using pixels?
As marketers, we want to measure and understand how we deliver value both for our users and our organization. But when SVT built its own data lake, not being able to use marketing pixels, connecting and getting access to data became quite a challenge. A difficult question arose: Which campaigns drive conversions?
In this talk, Max Dyrhage, Growth Analyst at SVT, goes through both the technical set up as well as the journey to democratize access for data and insights across SVT marketing department.
Speaker(s):
Max Dyrhage (SVT)
Events:
EBU Connect 2021