MEET: MEET: Clare Fernando, Chief Insights Officer at Thrive+
Measuring the effectiveness of your marketing investment, particularly through cross/multi-media interaction evaluation
Clare will present her learnings on measuring channel ROI through marketing mix modelling programs conducted for clients in Australia across a number of verticals, placing particular emphasis on cross-media interaction (i.e. measuring paid, owned and earned media effectiveness in driving incremental sales/acquisition).
The presentation will also provide a general list of recommendations to advertisers on how to best increase channel ROI based on my experience in conducting marketing mix modelling programs for clients in Australia.
Clare Fernando has been working in an analytics and research capacity for more than 15 years.
Clare has offered econometric modelling and qualitative and quantitative research solutions on the client- and agency-side for organisations in Australia, New Zealand and Asia in industries including Government, Retail, FMCG, Banking and Finance, Consumer Electronics, Automotive, Online Services, and Media.
Her extensive technical experience in structural equation modelling, her years working in the Australian media landscape and her background in consulting allows Clare to translate complex analytical insights into clear and actionable strategic implications to help clients achieve their business objectives through optimising their communications strategy, new product development initiatives, pricing strategies and business processes, resulting in clear sales, market share and brand equity gains for clients.
Clare graduated from the University of Sydney with a Bachelor of Economics (Honours), majoring in economics and marketing.
During her down-time, Clare is a published author and staged playwright.