From Last-Touch to Incrementality: Adobe Marketing’s Measurement Transformation

Go behind the scenes on how Adobe marketing increased its contribution to subscription growth by 75% after moving beyond last-touch attribution and building a measurement system that truly reflected marketing’s impact. The journey? A bold, step-by-step transformation that aligned executives, united marketing and finance, restructured agency collaboration, and implemented a sophisticated, future-proof modeling solution.
 
In this session with Adobe’s VP of Growth Marketing Performance, we’ll break down:
•    Why we abandoned last-touch attribution—and the executive alignment needed to make the shift
•    How we built a scalable measurement framework—from strategy workshops to implementation
•    The role of modeling and experimentation in overcoming data loss from cookies
•    Our strengthened agency relationship and processes —how consolidation and clear accountability improved measurement accuracy
 
If you’re struggling with measurement challenges in a privacy-first world, this session will provide practical, battle-tested guidance straight from Adobe’s playbook. Learn what worked, what didn’t, and how to apply these insights to your own organization.

Industry: Advertising/Publishing, Automotive, Commerce, Consulting/Agency, Consumer Goods, Financial Services , Healthcare and Life Sciences, High Tech, Media, Entertainment, and Communications, Retail, Telecommunications, Travel, Hospitality, and Dining

Technical Level: General Audience

Track: Customer Acquisition

Presentation Style: Case/Use Study

Audience: Marketing Executive, Marketing Analyst, Marketing Operations , Business Decision Maker