In this lecture, Harry Davies outlines how growing demands for the protection of individual privacy are reflected in changing regulations and shifts in the technology ecosystem on which modern marketing is built.

These changes will challenge assumptions about the kind of data we can use to evaluate marketing activity. However, in the longer term it will lead to more effective and accurate measurement approaches that get closer to identifying the true impact of marketing activities.

Head of Marketing Measurement and Attribution, Google UK

Harry started his career in account planning and evaluation, working on campaigns for the UK Government - convincing people to stop doing things that they enjoyed and start doing things they didn't. He then moved to Google where he has had a range of roles working on marketing strategy. He took a short holiday to work at Amazon, launching their self service ads products across Europe, but missed Google so much, he came back to lead the Measurement and Attribution team in the UK. The team aims to use science to make every ad effective, they focus on marketing experiments, attribution modeling and connecting online and offline activities. He is also studying for a PhD looking into how businesses are using large data sets to improve their marketing effectiveness.

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