Using big data for insights-driven conversion

This event report discusses how Amari Hotels, the Thai resort group, used data to understand the impact of digital ads on sales.

Using big data for insights-driven conversion

Low Lai ChowWarc

Metrics can be tricky for brands wanting to measure the success of digital marketing campaigns, but it doesn't have to be that way.

That's the view of Vinoaj Vijeyakumaar, managing partner and co-founder of Sparkline Analytics, a Singapore-based firm dedicated to delivering insights from data. During a panel session at ad:tech's roadshow in Jakarta in May 2014, he explained that many people were "very focused" on last-click click-through rates, the number of visitors and the number of impressions.

But, he said, "you have to balance what you are looking at...

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