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Practical attribution (*)

Brand Heroes

Når: Onsdag kl. 12:25 - 13:05
Språk: Engelsk

(*) = In marketing, attribution is the identification of a set of user actions ("events" or "touchpoints") that contribute in some manner to a desired outcome, and then the assignment of a value to each of these events

Last click attribution doesn’t make sense anymore, but no one has unlocked how to integrate and use multi-touch attribution or embed that into their marketing process. This session addresses the challenges of building an attribution model to optimize spending and personalization strategies.

Foredragsholder

Jacob Bradbury

Director of Data Science and Marketing Analytics

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