How Audacy Unlocks

Attribution Analytics Using First-Party Data

Data-driven marketing requires understanding where marketing campaigns are having an impact versus where budget needs to be reallocated. Yet, with complex customer journeys and the depreciation of third-party cookies, critical customer and engagement data is fragmented across data silos. In this session, learn how Dan McKinney, VP Data and Analytics at Audacy, delivered a data foundation that enables:

• Achieving a unified view of the customer through first-party data

• Defining and iterating meaningful attribution models

• Working across marketing and IT teams to iterate and improve

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