IAB Non-member: £120 +VAT
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.
9:00 - 9:15am Introduction and Housekeeping
9:15 - 10:05am Introduction to Attribution
Jess Maurer, Sales Director, Flashtalking
What is attribution? how is it defined?.…what is its history in Digital and how has it evolved?
In order to better understand the performance of your online campaigns, you need to understand where specific touchpoints changed user behaviour.
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 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?
11:20 - 11:40am 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.
11:40 - 12:00am 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