Beyond the Last Click: Smart Multi-Touch Attribution Modeling
Why are marketers getting it wrong, and losing money, with their current attribution? The days of the last-click-wins mentality and ad-hoc online strategies are coming to an end. In a world of real-time bidding and programmatic marketing, great investment is made in bringing data together and ensuring a personalized experience for each user, but too little attention is paid to accurate measurement and attribution.
Moderator:
Carolyn Shelby, Director of SEO, Chicago Tribune/435 Digital
Speakers:
Premal Shah, Vice President of Strategy, Chango
Siddharth Shah, Director of Business Analytics for Advertising Solutions, Adobe
