Transform Marketing Attribution through Identity

RampUp 2023 Session

Speakers

Katie Bell

Manager, US Marketing Customer Data Science, McDonald's

Liz Brier-Rosenfield

Managing Director, Enterprise Brands, LiveRamp

Katie Bell

Manager, US Marketing Customer Data Science, McDonald's

As Manager of Customer Data Science, Katie oversees paid media measurement tools, experimentation and advanced measurement framework, as well as scaling user insights to improve the McDonald’s App customer experience. Key to this role is operationalizing custom measurement capabilities by unlocking wholistic 1P/2P/3P information for user activation and measurement use cases enabling McDonald’s to create personalized, cross-platform experiences that drive customer and business value. McDonald’s is a “customer obsessed” brand and Katie is passionate about providing the business with the data, tools and insights needed to fuel a customer-led approach to marketing.

Prior to joining McDonald’s in 2022, Katie spent +8 year on the Advance Analytics and Insights team at Starcom. Here she had the opportunity to work with premier clients to ensure effective and efficient paid media strategy and activation. She managed client’s 3P MTA solutions, built custom MMM’s and helped clients construct effective measurement plans then execute on tests and learning agenda projects.

Liz Brier-Rosenfield

Managing Director, Enterprise Brands, LiveRamp

Liz started her career unconventionally as a professional skier and Wilderness Emergency Medical Technician. Liz then served as a Graduate Fellow at NYU Stern School of Business. After graduating from NYU, Liz worked as Chief of Staff to Marc Bell and helped manage his diversified pool of investments. Liz then worked for Zeta Global on the M&A and Business Development teams as well as at Everyday Health, a Ziff Davis Company. Liz joined LiveRamp in 2018 where she serves as a Managing Director, Enterprise Brands.