Attribution Blinders Are Keeping You from Modern Marketing Insights - S311

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  • Nate Smith

    Nate Smith

    Group Manager, Product Marketing, Adobe

About the session

Modern marketing is complicated. You’re probably struggling to measure the success of your customer engagement because ever-changing consumer segments are fluidly moving across an ever-increasing landscape of devices and channels. Attribution technology, combined with analytics and applied to the customer journey, opens up a world of options to real macro-level marketing success. The key is to remove the blinders – a myopic focus on paid media that overlooks not only the influence of owned and earned media but the holistic customer journey, often sacrificing revenue-generating events for micro-conversion moments.

In this session:

  • Gain best practices for building and applying attribution models to any data
  • See how to apply augmented analytics to attribution for content and ad optimization across complex cross-channel customer engagement
  • Learn how to accurately quantify the incremental impact of marketing activities and optimize ROI

This intermediate session is for digital marketers and analysts in all industries.

Track: Analytics, Insights, and Activation

Technical Level: Intermediate

Presentation Style: Tips & Tricks

Session Type: Session

Audience Type: Business Analyst, Digital Analyst, Web Analyst

Business Type: SMB

This content is copyrighted by Adobe Inc. Any recording and posting of this content is strictly prohibited.

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