Monday, September 16 • 3:15pm - 4:15pm
Establishing Definitive Proof of ROI for Social and Mobile Marketing Investments

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Effective marketing resource allocation has become much more challenging in the modern era of marketing. However, the buzzword ‘attribution’ is everywhere, with subpar solutions trying to solve this challenge. While “Big Data” comes to the rescue, it needs to be augmented by holistic models of resource allocation, not outdated methods such as “last click attribution” “media mix models”, “fractional attribution”, and other “Analytics 1.0” methods. Come learn the latest methods to quantify marketing’s actual business impact, as well as the path to accelerate transformation in your marketing organization. 

 This session addresses:

  • Why your analytics and attribution methods are likely not sufficient for today's and tomorrow's decision-making needs
  • The latest methods in quantifying social media's impact on sales and corporate revenue
  • The common misunderstanding of the role of “ROI” as a performance metric, which can result in significant errors in allocation decisions.
  • How the right analytics are essential to bring ‘big data’ to life, allowing for faster insights and decision-making

avatar for Wes Nichols

Wes Nichols

CEO, Co-Founder, MarketShare
Wes Nichols is a leading authority in predictive analytics, marketing optimization, attribution and cross-channel measurement. Wes leads MarketShare, the industry's leading predictive analytics company, whose analytics and software solutions are used by global CMOs to drive resource... Read More →

Audience Moderator
avatar for Alan Rosenblatt

Alan Rosenblatt

Partner, Turner Strategies
I am passionate about social media and politics. The Internet has ALWAYS been about connecting people. I saw that 20 years ago when a friend showed me Mosaic. I've been working to integrate it into politics, advocacy and media ever since. I taught the world's first college course... Read More →

Monday September 16, 2013 3:15pm - 4:15pm EDT
Industry 3
  Big Data

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