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

Jim Hedger

Jim Hedger is an organic SEO and digital marketing specialist. Jim has been involved in the online marketing industry since 1998 and a SEO since 1999. Best known as a broadcaster, interviewer, content writer and search industry commentator, Jim is a frequent conference speaker and organizer. He hosts the search focused radio show Webcology on WebmasterRadio.FM and is a WebmasterRadio.FM conference interviewer. Jim brings a wealth of knowledge, experience, passion and creative thinking to each project. Preferring a teamwork approach, Jim strives to inform and train his clients and their staff to run and maintain their own search and social media efforts.

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