Free Online Event  |  July 16th, 2020  |  12pm - 3pm EST

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Drive Your Business with Actionable Insights

The Marketing Attribution Symposium is a free online conference that brings together leaders in marketing, marketing operations, analytics, and content marketing to share and discover attribution best practices for using accurate data to drive business growth.

Pre-Standardize Tracking

Most organizations operate around 25-50% data completeness—never reaching holistic, accurate, and consistent data. Discover how experts pre-standardize data collection to create a solid foundation for trusted insights.

Collect & Unify Holistic Data

Having siloed, decentralized data is a common struggle that causes a major gap between your data and real customer insights. Learn from industry experts how to truly unify your data to obtain a holistic view of your customer.

Drive Growth with Accurate Attribution

72% of brands still rely on incomplete data and single-touch attribution models to drive growth. Discover the future of marketing attribution and uncover real-time, valuable insights that drive your business forward.

2020 Agenda

Opening Keynote
12:00 PM

The Intersection of Knowledge & Data

2020 has challenged businesses in many ways. It has required organizational agility, meticulous strategies, and difficult compromises for businesses to adapt to these unprecedented circumstances. The speed, accuracy, and agility needed for success during this time is raising the question: What will it take for organizations to collect the right data at the right time to make the right decisions?

This presentation will explore how now more than ever, businesses must collect accurate data about their customer experiences to derive actionable insights that drive effective engaging experiences with their customers. Organizations need to validate their marketing ROI, message and channel attribution, sales productivity, and more—and can only do so with trusted sources, effective technology, and a proven methodology. The result for these organizations is an internal alignment and decision-making processes that not only accelerate growth, but can also weather any challenges the future holds.

John Neeson

Co-founder, SiriusDecisions, Board Member & Adjunct Professor

In this session we'll dive into the 6 requirements for generating actionable insights that drive effective consumer experiences, optimally allocating touchpoints across the consumer journey, and increasing overall ROI.

Session
12:25 PM

Building a Data Foundation for Accurate Insights

One of the main challenges of attribution and actionable insights is maintaining clean, trustworthy data. With so many tools, tags, and teams affecting your data, ensuring data quality can seem like an impossible task. In this session, Matt Crupe and Eric Hansen will discuss how upfront data standardization and an analytics implementation built around business objectives can help you achieve the accurate, actionable data you need to drive your business forward.

Eric Hansen

Manager, Digital Analytics Product

Western Governors University

Matt Crupe

Senior Technical Consultant

Adobe

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12:50 PM

Session
12:55 PM

Preparing Your Data and Your Organization for Attribution

The success of your program is dependent on the quality of your data. Campaign data is messy and some concessions will need to be made when it comes to your data collection and analytics, but that doesn't apply to data integrity. This session will discuss strategies to ensure that you have quality data you trust without losing your sanity.

David Kirschner

Former Lead, Google Attribution and Independent Advisor

1:20 PM

Session
1:25 PM

Achieving Actionable Insights: Attribution Best Practices

Attribution is the key to informing data-driven companies where to invest and expand, where to cut back, and how to increase engagement with their customers. But achieving accurate and timely attribution is no simple task. Join Molly, Chris, Lisa, and Alex for a discussion on attribution best practices that help you gain actionable data on what’s working and what’s not—and how to use those insights to create effective efforts that drive growth for your company.

Molly Pilgrim

Brand Manager

Starlight Homes

Chris Thornton

Vice President of Digital Marketing & Technology

Ashton Woods Homes

Lisa Altshul

Senior Digital Marketing Analyst

Search Discovery

Alex Lowe O'Connor

Digital Marketing Manager

Search Discovery

1:50 PM

Session
1:55 PM

How Data Visualization Can Amplify Your Attribution Insights

When you discover important insights in your marketing attribution data, it can be challenging to explain them to other people within your organization. When you’re working with multiple channels, touchpoints, and models, the data complexity can easily overwhelm even data-savvy audiences. In this session, we’ll look at how data visualization techniques and tactics can help you communicate your attribution insights more effectively so they resonate with key stakeholders and lead to better marketing performance.

Brent Dykes

Senior Director, Insights & Data Storytelling

Blast Analytics and Marketing

2:20 PM

Closing Keynote
2:25 PM

The 6 Requirements of Holistic Attribution & Actionable Insights

In this session we'll dive into the 6 requirements for generating actionable insights that drive effective consumer experiences, optimally allocating touchpoints across the consumer journey, and increasing overall ROI.

  1. Data Breadth - Understand the Entire Consumer Journey.

  2. Data Depth - Deliver the Right Content.

  3. Combine Channels and Messaging Analysis.

  4. Create Data Standards and Governance.

  5. Improve Customer Satisfaction, Value, and Costs.

  6. Analyze and Predict with Accuracy.

Mikel Chertudi

COO

ObservePoint

Speakers

John Neeson

Co-founder, SiriusDecisions, Board Member & Adjunct Professor

Chris Thornton

Vice President of Digital Marketing & Technology

Ashton Woods Homes

Molly Pilgrim

Brand Manager

Starlight Homes

Eric Hansen

Manager, Digital Analytics Product

Western Governors University

Lisa Altshul

Senior Digital Marketing Analyst

Search Discovery

Matt Crupe

Senior Technical Consultant

Adobe

Brent Dykes

Senior Director

Blast Analytics and Marketing

Alex Lowe O'Connor

Digital Marketing Manager

Search Discovery

David Kirschner

Former Lead, Google Attribution and Independent Advisor

Mikel Chertudi

COO

ObservePoint

Sponsors