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 While “Big Data” comes to the rescue, it needs to be augmented by holistic models of resource allocation, not outdated methods such as “last click attribution” “media mix models”, “fractional attribution”, and other “Analytics 1.0” methods.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:
