The Myths & Realities of Cross-Channel Attribution

The marketing landscape is awash with competing attribution models—from first-touch to time-decayed to last click—none of which truly capture the full path to conversion. This session will demonstrate ways to follow your customer’s journey from awareness to conversion, calculate ROAS, and double down on your most successful campaigns. At the end of this session, you’ll be able to:

• Map all of the steps in the customer journey, across channels
• Recognize the pros and cons of the most common attribution models
• Measure and understand the real value of views, clicks, and conversions
• Use the best multi-touch attribution method to unlock new revenue