20 Oct MARKETING TECHNOLOGY EXPERT WITNESS TESTIMONY: MARTECH, ADTECH & MORE
Top marketing technology expert witness testimony providers note that as promotional activity becomes increasingly digital and data-driven, legal disputes have also grown in importance. Advisors look at digital advertising tools, strategies, and metrics. Testifying consultants and noted marketing technology expert witness partners comment on a host of different areas.
- Digital Marketing Analytics and Attribution – For leaders, a big thrust is the interpretation and validity of digital marketing analytics. Leading marketing technology expert witnesses opine on the accuracy and reliability of various analytics platforms and methodologies used to measure campaign performance. Picture evaluating attribution models that determine how credit for conversions is assigned across different marketing touchpoints. Consultants analyze data from tools like Google Analytics, Adobe Analytics, or custom tracking solutions to assess the true impact and ROI of marketing efforts. Famous marketing technology expert witnesses also consider the limitations of these tools and potential discrepancies in data reporting.
- Ad Fraud and Traffic Quality – With the rise of programmatic advertising, marketing authorities are frequently called upon to address issues of ad fraud and traffic quality. Noted marketing technology expert witnesses assess the legitimacy of web traffic, ad impressions, and user engagement metrics. Think analyzing bot detection methods, examining click patterns, and evaluating the effectiveness of fraud prevention technologies. Leaders weigh in on industry standards for traffic quality and the reasonable measures a company should take to protect against fraudulent activity in their digital marketing campaigns.
- Marketing Automation and Customer Data Platforms – Also marketing technology expert witnesses point out that as businesses increasingly rely on promotions automation and customer data platforms (CDPs), it’s useful to look into the capabilities and limitations of new technologies. Partners evaluate the implementation and use of marketing automation tools, assessing whether they comply with industry best practices and legal requirements, particularly in areas like consent management and data privacy. SMEs who are marketing technology expert witness presenters also opine on the integration and effectiveness of CDPs in creating unified customer profiles and delivering personalized marketing experiences.
- Search Engine Optimization (SEO) and Algorithm Updates – KOLs testify about SEO practices and the impact of search engine algorithm updates on website visibility and traffic. Leaders analyze whether certain optimization tactics constitute legitimate optimization or cross the line into manipulative practices that violate search engine guidelines. That sometimes encompasses examining on-page elements, backlink profiles, and content strategies. Pros opine on the reasonableness of traffic fluctuations following major algorithm updates and the appropriate actions businesses should take in response.
Social Media Marketing and Influencer Campaigns – With the growing importance of social media in promotional strategies, marketing technology expert witnesses concentrate on issues related to social platforms and influencer marketing. Advisors evaluate the effectiveness and compliance of social media advertising campaigns, including the use of targeting options and the accuracy of reported metrics. In influencer marketing disputes, SMEs opine on industry standards for disclosure, the authenticity of engagement metrics, and the reasonable expectations for campaign performance. KOLs also address issues related to fake followers, engagement pods, and other tactics that may artificially inflate an influencer’s perceived value.
