With the likes of Google and Facebook making it easier than ever for marketers to automate campaigns and carry out testing at scale, it can be all too easy to turn on campaigns and let them run, without truly considering the broader context of your advertising activity.

In today's fast-moving environment - in which politics, social movements, and algorithm updates can shift things overnight, having a well-thought-out strategy, supported by smart tactics, is essential.

In this session, Croud US Managing Director Kris Tait will explore the difference between marketing strategies and tactics - and the measurement models and frameworks you can use to set yourself up for success. He'll also take a look at what Google and Facebook have to say on recent developments, and share his own advice for avoiding falling into a performance marketing rut.