Tracking the future
Marketing communications is making use of ever more data sources, including cookies, devices’ geodata, companies’ own CRM data and more. Put together, they provide a new perspective on traditional offline advertising formats. For instance, they may show how online promotions influence a person’s behaviour offline and shed light on a shopper’s path from initial interest in a product to ultimately buying it – regardless of whether the purchase was made on an internet site or in an ordinary shop.
Evgeny will talk about how Yandex interconnects offline and online data, and provide examples of projects implemented for partners and clients of the company.