Attribution Modeling and the Holy Grail of Marketing Analytics

Nearly 100 years later, John Wanamaker’s famous statement, “Half the money I spend on advertising is wasted; the trouble is I don't know which half” still holds true. While the migration of marketing and advertising to digital media make these activities eminently more measurable, a tremendous amount of uncertainty exists around what is effective and what isn’t. This session will showcase new techniques using advanced statistical models that allow companies to better attribute revenue and brand awareness to their marketing efforts across all of their digital channels. After this session, you’ll be able to:

• Comprehend the right approach to attributing revenue to digital marketing activities
• Understand the types of data required to conduct attribution modeling
• Talk to senior management (or agency partner) about why attribution modeling is critical to understanding marketing effectiveness