Attribution is Hard: Deep-Dive into Methodology Challenges & Advancements Impacting Attribution
11:05am- 11:40am ET
In today’s world, it’s critical to ensure marketing investment delivers outcomes for the brand. However, with changes in the ecosystem, challenges with data management, & organization silos, achieving this goal is harder than ever and marketers are accepting inadequate solutions to make marketing decisions. In this session, we’ll dive into our ‘Attribution is Hard’ whitepaper research with a focused conversation on the methodology challenges impacting attribution, as well as recent advancements helping to overcome these challenges.
In this session Sean Downey from Google will talk about some of the hard truths and changes that brands are facing today when it comes to digital marketing and measurement. Learn how you can evolve in order to bring value to the modern-day consumer by connecting data, innovating with new technology and embracing a culture of experimentation.
Sean Downey, President, Americas & Global Partners, Google
Most marketers today are well aware that the industry has become increasingly complicated in the face of data deprecation. And with these changes, modern marketing measurement and attribution has had to innovate amid this disruption. But what exactly are cohorts and data clean rooms and how do they play a role in the future of marketing analytics? Join Neustar, a TransUnion company, as we dive into these new methods and demonstrate how attribution is evolving to incorporate these new privacy-preserving technologies.
MMA Annual State of the Attribution Benchmarking Survey—2022 Preview
For the last six years, MMA Global surveyed marketers to benchmark the latest trends in attribution adoption and use. In this session, MMA’s SVP of Research and Insights, Vas Bakopoulos, will provide a sneak preview of this year's findings, including the latest trends in attribution today. He will also share the biggest challenges marketers face with their attribution efforts, as well as how the journey to adoption is evolving based on consumer data privacy and transparency needs.
A Full-Funnel Approach: Measuring the Entire Customer Journey
Today’s marketers only understand half of their customers’ journey. Even the savviest brands lack a holistic way to evaluate media’s impact on both online and offline KPIs. SVP of Product Oren Teich will share how marketers can connect consumers’ behavior across online and offline touchpoints to inform campaign optimizations and budget allocations. Attendees will learn how to measure complex behaviors like buy-online-pick-up-in-store, quantifying the impact of your media strategies on real world business outcomes.
Hear from MMA’s Joel Rubinson as he shares an update about the most important study that MMA is doing this year to answer the biggest unanswered question in marketing: What is the value of brand vs performance in advertising?
Joel Rubinson, MMA MTA Expert & President, Rubinson Partners, Inc.
How Retail Media is Empowering Brands and Cultivating Meaningful Connections with Consumers
MMA’s first Master Class session, a series of knowledge forums focused on distilling the industry’s most complex challenges into digestible and informative, presents a fireside chat with an industry leading brand as they unpack what happens for advertisers when they combine power of retail media with unparalleled first party data. Provide a top-line on changing customer behavior, outline real results, and discuss the future landscape of a world where brands are meaningfully connected to customers everyday lives.
Close Enough? Exploring Non-experimental Approaches to Advertising Measurement
Randomized Controlled Trials (RCTs) are an increasingly popular approach in marketing effectiveness measurement, due to their ability to provide unbiased causal estimates. However, in practice, RCTs can be technically difficult to implement, leading businesses to turn to non-experimental methods to measure ad effects. Join this session to hear from Meta’s Robert Moakler, Quantitative Researcher and Brett Gordon, Professor of Marketing, Kellogg School of Management at Northwestern University, as they discuss the work done to explore non-experiential methods, overall outcomes, and how they compare to a true RCT.