Attribution Modeling and the Holy Grail of Marketing Analytics

AA 360 view of the customer, fractional impact of campaigns, omni-channel marketing, and other buzzwords are thrown around by marketing leaders and consultancies. But how do you actually get an omni-channel view of customers or prospects, and how do you take action on the insights? After this session, you'll be able to:

• Know where to start for attribution modeling and omni-channel analytics
• Be aware of the political, legal, and data wrangling roadblocks
• Understand the landscape of vendors and effort for building internally
• Use statistical models and analytics for actioning upon omni-channel data