February 2016

February 2016 Meeting

February 17, 2016 | 12:00pm - 2:00pm

User Level Marketing Optimization in Online Advertising

An overview of "1:1" Customer Experiences in Online Marketing, and how it changes marketing optimization problems and workflows. This presentation will include a walk-through of how different marketing systems: Advertising Tech and Marketing Tech are progressively able to streamline customer interactions across all of their systems. This includes a brief discussion different marketing optimization workflows as a user moves from the top of the sales funnel through purchase and customer service phases, and an open source example of using large online marketing data sets for prediction.

(Note this presentation does not reflect the opinions or views of my employers, and is broader in scope than just a discussion of Google solutions and activations)


Andrew Hirshman

Andrew Hirshman

Analytical Lead, Financial Services Vertical, Google

Andrew Hirshman is currently an Analytical Lead on the Financial Services Vertical at Google, where he helps clients with Measurement and Attribution challenges across complex sales cycles. Prior to Google, he was a Data Scientist at 360i, where he built a CRM integration that connected an advertising click across a two-plus year sales cycle for an education technology company (tech start up with a billion plus market cap), and implemented the agency's first app tracking data integration for a major online content (More than 100 Million Active Users).

Before 360i, Andrew was at Neo@Ogilvy, where he managed paid search and digital video for a large Global Enterprise Technology direct response business, driving the first win revenue attributed to mobile advertising. Currently, he is an MS candidate in Quantitative Modeling and Methods at the Zicklin School of Business at Baruch College, and holds an MA from Fordham University where he was a Presidential Scholar, and Honors BA from the University of Wisconsin at Madison.