With experience as the new arena for competitive differentiation, it's imperative that marketers understand all the touchpoints along the customer journey and their relative impact on the expected outcome. Analytics teams not only need to provide their enterprise with the right data points, they also need to leverage attribution capabilities to translate those data points into ROI. Only those organizations with a clear strategy for effective marketing channel measurement will be able to maximize their investments and be positioned to pull ahead.
In this session, you'll do the following:
- Dive into the step-by-step technical aspects of effective channel measurement.
- Gain best practices for building and applying attribution models.
- Walk away with a clear strategy for measuring channel investments at initiative.
This intermediate session is for web and digital analysts in all industries.