Advanced Attribution

Date: 
Wednesday, 26 July, 2017
Time: 
2:15pm REGISTRATION 2:45pm - 5:00pm EVENT
Location: 
IAB UK Events and Training Space, 14 Macklin Street, London, WC2B 5NF
Cost: 
IAB Member: FREE
IAB Non-member: £120 +VAT
Advertiser: FREE
Come along to our Advanced Attribution seminar where we will be showcasing the latest developments in attribution modelling.

This seminar will be aimed at delegates with and advanced knowledge of attribution.

Stayed tuned as our agenda develops with a host of industry experts.

 

 

Emma Davis
Rakuten
Giorgio Sahgal
Facebook
Peter Falcone,
Flashtalking

Agenda to include

2:45pm Introduction and housekeeping


2:55pm - 3:25pm Dollars down the drain? Fraud, fiction and fallacy in attribution

Richard Burns, Content Marketer and Strategist, Conversant with panel

“An attribution model is the rule, or set of rules, that determines how credit for sales and conversions is assigned to touchpoints in conversion paths,” according to Google. By definition, an attribution model isn’t the measurement of value created. At best, it’s an educated assumption.   Although attempts to understand media revenue through better attribution models are always improving, arguably we are still planning and buying media against next best marketing KPIs rather than planning to deliver business outcomes. Money is wasted on advertising that in truth, isn’t generating the ROI that attribution models say they are.   The panel will discuss the market as it is now, how they see it developing, and how we can progress to a state where measurement is first and foremost.


3:25pm - 3:45pm Two Worlds Colliding: measuring the offline impact of online advertising

Dr Amelia Waddington, Director of Data Science and Analytics, Acxiom

Digital advertising spend grew by 13.4% to £10.3bn in 2016, but 88% of shopping is still done in physical stores. This dichotomy between where consumers learn about products and services and where they purchase is particularly marked in both high volume fast moving products, such as grocery and in high consideration products, such as new car purchases. Understanding the impact digital advertising is having on offline, in store purchases, is critical for appropriate planning and budget allocation. Furthermore, in a world where campaigns are now omnichannel by default, we need to develop strategies for understanding how digital combines with traditional media channels. Optimising budgets across traditional CRM channels and anonymous digital platforms requires not only complex omnichannel attribution but also organisational change.

This session will introduce identity resolution and explain how companies need to bring these worlds together. We will use real world examples and a live audience survey to illuminate the scale of the various challenges and benefit of solving them.  


3:45pm - 4:05pm How marketers can use advanced attribution insights to drive ROI for performance marketing channels

Emma Davis, Senior Client Director, Attribution, Rakuten Marketing

As brands continue to increase their spend in online performance marketing, it has become critical that they have full visibility of the entire customer journey and the value of customers each digital marketing partner drives. Without this data, you cannot fully understand ROI and how to maximise your performance marketing budget. This session is aimed at marketers who have already covered the basis of attribution and are looking to further their understanding and application. Emma Davis, Senior Client Director, Attribution at Rakuten Marketing will uncover insights and strategies which will help marketers to optimise and advance their performance marketing strategies further using attribution. Looking at the affiliate and display channels in particular, Emma will take the attendees through the areas of insight which provide the most impact on advertisers and publishers to drive efficiencies and greater ROI within performance marketing.


4:05pm - 4:20pm BREAK


4:20pm - 4:40pm To Measure true business results you need accurate attribution and a model that captures all touchpoints.

Giorgio Sahgal, Direct Response, Measurement Partner, Facebook

 What that actually means is doing more attribution and more accurately. We all know data is the foundation; it's the lifeblood of your attribution system and it's more important than ever that you get to get it right. Bad data in means bad data out however sophisticated your model is. Giorgio will look at the challenges faced and the future opportunities of attribution in a people-based world


4:40pm - 5:00pm Algorithmic Attribution with Creative Analytics, Viewability, Cross-device and cookie-less tracking

Peter Falcone, Director of Analytics, EMEA, Flashtalking

Digital offers marketers unbounded creativity and limitless ways to talk to people – however, even the cleverest of advertisers, with best in class communications won’t see the best results if they fail to recognise the importance of good data, measurement & analytics as part of their digital strategy.

This has been easier said than done for digital advertisers. Ever since digital advertising emerged as a meaningful allocation of marketing budget, brands have been frustrated with the way it is measured. As a result, the industry turned to ‘fractional attribution’ models. However, marketers found the majority of these models to fall short of their promises, disregarding them altogether.  Digital data is limited and you simply cannot build decent attribution models from bad data.  

End


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