Topic：The assessment of marketing ROI and POEM model under big data

12.01 Sub-track2  14:30 – 15:00

Introduction

The evaluation of marketing communication in the big data era and POEM model

Dr. Chen Si, Marketing Expert, Ant Financial

In the age of big data, communication effect evaluation requires precision tools to find the accurate communication point, accurate audience attention path, accurate source of business information production. Even though the current research attempts to evaluate the business information communication effect by using big data technology and framework, it still no complete framework of theory for the panoramic sketch on this issue. Based on the big data background, is there any evaluation system and index to accommodate current and future analysis needs？