Multi-Channel Attribution-Move Beyond the Silo to Take a Holistic Look at Marketing Effectiveness

Today’s need for accurate measurements has never been greater and challenging due to the increased focus on data privacy coupled with the need to engage with customers on a deeper level. Traditional measurement strategies can lead to an organization making the wrong decisions based on an incomplete view of the customer. Advanced measurement tools such as multi-touch attribution and media mix modeling can help to take a more holistic view of the overall marketing organization and help to make more informed decisions. During this session:

  • Take a detailed look at multi-touch attribution and media mix modeling measurement techniques to see how this can benefit your organization
  • Uncover the ways to utilize these tools to better identify which offers will resonate with which customers and at which time to increase customer frequency and engagement, and ultimately creating a customer centered marketing strategy that drives profit

Dan Keir, Executive Director – Movers, Campaign Strategy & Analytics, Comcast

Cameron Hosmer, Senior Director Marketing Strategy & Planning, Comcast