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Since the beginning of the pandemic, nearly 40 million Americans have filed for unemployment and 1.77 million have been diagnosed with COVID-19 (The Washington Post, The New York Times). With confirmed cases increasing and government relief payments expected to run out this summer, marketers are required to become more data-driven in everything they do.
Marketers equipped with community-level economic and physical health insights will have a greater understanding of how their customers have been impacted in each market. With this essential data at-hand, they will know when to reopen stores, make marketing investments and prioritize an empathetic strategy.
eMarketer was pleased to moderate a Tech-Talk Webinar featuring Merkle's Shirli Zelcer, COO, analytics, and Eugene Becker, executive vice president of data solutions. They shared insights into each US county’s unique situation and offered best practices to help marketers move toward recovery.
Watch the webinar to learn:
Shirli Zelcer is COO, analytics at Merkle. Shirli leads the company’s customer analytics service line. She has 20 years of experience in strategy and analytics in the travel, media and entertainment, retail and financial services industries. Shirli has managed projects focused on enterprise segmentations, customer journey development, lifetime value, omnichannel integration and more. She previously worked for Capital One in the marketing and analysis department, responsible for developing credit risk models, NPV models and DOE testing.
Eugene Becker is executive vice president of data solutions at Merkle. Eugene is responsible for the company’s data practice, leading analytics, product, data strategy and delivery. His vision of designing data management platforms that enable marketers to gain control over their data and drive ROI through programmatic targeting is key to enhancing Merkle’s strong foundation in data. Previously, Eugene was the senior vice president of product and business development at eXelate, a Nielsen Company, where he led the development and commercialization of software solutions for data targeting, modeling, and insight applications. He’s also worked at Xaxis, MRM/McCann World Group and Pfizer.