Marketing Science Intensive: Getting Attribution Right for Your Bottom Line
Marketing Science Intensive featuring PK Kannan, University of Maryland, College Park
Many marketers use attribution today, but how many are getting it right? In this Marketing Science Intensive, P.K. Kannan will present the fundamentals of model-based attribution and how to implement this approach to increase sales volume conversion and efficiently allocate marketing resources. He will address:
- Why model-based attribution is a powerful tool for understanding today’s multi-touch customer journey
- Why using simple heuristics like last click and first click can overestimate their impact—and how model-based methods offer better solutions
- How incorporating baseline propensities and estimating elasticities can tease out the true incrementality of touchpoints along the customer journey
- How MMM based on aggregate data can be combined with Multitouch Point Attribution (MTA) based on individual-level data to improve attribution and ROI
P.K. will offer examples from work with a major hotel chain and Adobe, and will engage participants in polls and a marketing mix mini-case for a hands-on experience.
He will address the challenges in implementing attribution and ways to deal with data sparcity, merging online/offline, and cross-device attribution.
This Intensive is for marketers who want to master the basics of attribution, as well as those who want to improve their ability to ‘”get attribution right” and positively impact the bottom line.
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|
Pricing & Registration
Apr 23, 12:00 AM UTC | Online