Back to Basics Attribution

Thursday, 11 May, 2017
9:30am REGISTRATION 9:50am - 12pm EVENT
IAB UK Events and Training Space, 14 Macklin Street, London, WC2B 5NF
IAB Member: FREE
IAB Non-member: £120 +VAT
Advertiser: FREE
The third seminar in our back to basics series will focus on Attribution.

The seminar will aim to cut through the noise and get back to the bare bones of Attribution Modelling. If you want attribution to be explained to you in a clear and simple way, this event will be for you.

If you are interested in this event, you might want to check out our Back to Basics Programmatic seminars.

Jacob Jeffery
Jess Maurer
Kim Tran
Fifty Five
Thom Arkestaal
Microsoft Advertising
Vishnu Balchand


9:50am - 10:05am Introduction and Housekeeping

10:05 - 10:25am Credit where credit is due

Vishnu Balchand, Senior Product Specialist, Quantcast  

10:25 - 10:45am A digital publisher’s path to understanding attribution

Thom Arkestaal, Head of Insights, EMEA, Microsoft Advertising 

Experimenting our way to understanding and optimization


11:00 - 11:20am Using attribution to determine true value within the affiliate channel

Jacob Jeffrey, Account Director, affilinet UK
The affiliate marketing channel has long since been known for its last click, cost-per-acquisition model. This model is still thriving, however brands are beginning to look at the value of the final touch point within the affiliate channel. In this session Jacob will explore alternative attribution models within the affiliate channel, which consider how different affiliates types interact with one another.

11:20 - 11:40am 50 shades of online to offline attribution: from proxy metrics to actual sales

Chloe Grutchfield, Director of Product and Data, Verve

When it comes to online to offline attribution, there are a variety of options for marketers to chose from. However, the robustness of the attribution will depend on the advertiser’s control group methodology and their ability to match an actual offline sale to an online ad exposure.

Footfall measurement is still a proxy for a sale; it’s actually the last physical click a user makes. But, who knows if that click has converted or not? Not all conversions are made digtitally – how can we dig deeper to understand the influence from digital, to in store, to conversion?

11:40 - 12:00pm Online-to-offline attribution: a Lacoste case study

Kim Tran, Head of Data Consulting, Fifty-Five

Bilijana Savic, International Digital Marketing Manager, Lacoste
For most brands, digital investments are an essential part of the sales and communication strategy. However, this brings a new challenge: how to measure the return on such digital investment (paid and owned), with the fact that customer journeys are increasingly fragmented between touch points and involve multiple devices, as well as both online and offline interactions?

Biljana and Kim will bring Lacoste’s successful case study to explain how 55 leveraged Facebook’s people-based solutions to address 3 main challenges:

● Reconciling website visitors with store clients “in real life”

● Counting people, not devices

● Measuring the impact of digital investments on global, not just digital sales


Member only downloads

affilinet UK.pdf1.56 MB
Bing Microsoft.pdf57.37 MB
Verve.pdf17.49 MB