How Do You Engage a Global Audience? Measuring Performance in Multilingual Digital Marketing


Track: Engage Global Users | EG12 |   Intermediate | SPLIT SESSION |
Thursday, July 30, 2020, 2:45pm – 3:30pm
Held in: Stream 2
Presenter:
Nancy Ferreira da Rocha - FedEx Express
Moderator: Ryan Webb

As global digital marketing campaigns grow ever larger, our challenge is to keep pace with their complexity to accurately target and track customer data. The difficulty with engaging a global audience is clear; innumerable landing pages, product pages and digital campaigns across languages makes managing such a dynamic and iterative process all the more onerous. In this panel discussion we will explore the options available to you when tying together global campaigns, as well as the ways in which you can evaluate the broader business impact of performance linguistics in marketing content.

Takeaways: Attendees will learn how to use data to track audiences in multiple markets to identify customer behavior, how to measure the impact of localized content and digital advertising campaigns and get insights on performance linguistic key performance indicators (KPIs) vs. traditional localization KPIs.