Driving Collaboration and Optimization with Data-Driven Marketing Transformation | Sponsored Content | Tech-Talk Webinar | On-Demand

Presented by Salesforce Datorama


Digital-first customers navigate a multitude of channels and expect companies to reach them at the right place, at the right moment, and with an authentic message that resonates.

Marketers are at the center of this new mandate and must keep up with customer needs while also optimizing campaigns to drive growth. Globally, 9 in 10 marketers have made marketing-led growth one of their core priorities, according to Salesforce Datorama’s recent Marketing Intelligence Report.

eMarketer was pleased to moderate a Tech-Talk Webinar featuring Salesforce Datorama’s Emily Hoffman, product marketing manager, and GroupM’s David O’Neill, head of data and analytics. They discussed how marketers can create data-driven transformation across their organizations by centering around a holistic view of the customer, marketing performance data, and a continuous optimization mindset.

Watch this webinar and learn:

  • How to solve marketing data challenges to share insights with key stakeholders—and create a data-driven culture
  • How to leverage marketing analytics to maximize performance
  • How GroupM is increasing transparency and collaboration through data-storytelling


Emily Hoffman is product marketing manager at Salesforce Datorama. Emily works to produce content and positioning around Datorama’s marketing intelligence platform, amplify customer success stories, and bring to market solutions.

David O’Neill is head of data and analytics at GroupM. David joined GroupM in early 2020 after spending 20 years within the MediaCom network. David’s current GroupM role has him leading the Data and Analytics practice and the Center of Excellence for the market. His leadership has led to significant efficiency and concentration of intelligence and best practices that has benefitted the organization and entire client base.


Nancy Taffera-Santos is senior vice president of media solutions and strategy at eMarketer. Nancy has been at eMarketer for over 13 years and oversees the media business, developing programs for leading advertisers. Nancy’s background includes 30 years of sales, marketing, and promotions experience in media, web analytics, and test and measurement hardware. In her downtime, Nancy stays active serving on alumni, nonprofit and trade association boards.

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