Marketing Science Intensive: Multi-Channel Attribution and Cross-Device Attribution: State of the Art, Issues and Challenges


Marketing Science Intensive featuring PK Kannan, University of Maryland, College Park

In this interactive virtual workshop, PK Kannan will present an overview of the state of the art, challenges and implementation tips for multi-channel and cross-device attribution and will discuss how it can be tied to media mix allocation.


Pre event: Pre reads and preparation exercises sent out to attendees one week before the event.

12:45 p.m. Workshop room opens
1:00 – 1:15 Kickoff and Introduction
1:15 – 2:15 Presentation, discussion, and hands on exercises
2:15 – 2:30 Questions, takeaways, and wrap up
2:30 Session ends. Post event Q&A


PK Kannan

University of Maryland, College Park

View Bio

PK Kannan

P. K. Kannan is Dean’s Chair in Marketing Science at the Robert H. Smith School of Business at the University of Maryland. His main research focus is on marketing modeling, applying statistical and econometric methods to marketing data. His current research stream focuses on attribution modeling, media mix modeling, understanding cross-device usage and the impact of mobile apps. P.K. has won numerous awards for his research and has worked with Marriott International, Adobe and Teradata on attribution and big data related research. He teaches Statistical Programming, CRM, Pricing and Marketing Models for masters and doctoral students. PK received his Ph.D. in Management with concentrations in Management Science and Marketing from Purdue University.


What is a Marketing Science Intensive?
The Marketing Science Intensives Program enables you to build your knowledge portfolio and learn techniques you can apply to your business today, using MSI’s trusted platform of leading academics and top marketers. Over the course of a year, the stackable learning experiences will deliver a foundational understanding of the most exciting topics in marketing today. In each Intensive, a top academic will present new research-generated knowledge on an important topic in consumer behaviour, marketing analytics, or marketing strategy, offering breakthrough insights and practical applications for marketers.

What can you expect?
With a limited number of seats, attendees are expected to be active participants in the workshop. The virtual working environment enables participants to raise questions and share insights with others from industry-leading companies and the format will include interactive exercises throughout. Designed to provide deep learning with real job relevance, attendees will receive pre-reads and assignments one week ahead of the workshop to prepare for the discussion.

Who should attend?
All workshops are designed to be relevant across industries and company roles and to accommodate varying levels of expertise in qualitative and quantitative approaches. MSI Intensives are available exclusively and at no cost to MSI members by logging in with a company email address. Space is limited.

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