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.