„Very impressed by Natalie! Her facilitation style is stunning (presidential) .. Thanks for explaining attribution to me. First time in life I had the feeling I understand.“ – Thomas Falk, Warner Bros Entertainment
Marketing Multitouch Attribution and Omnichannel is all the rage these days, but is it worth it? Can it be done in Europe with privacy concerns? Every vendor has a new solution and a new offering and which one really matters. Come hear from marketing experts not selling software who have been in the industry for 15 plus years. Attribution itself will be covered and explained in whole. We will not only cover the successes of Attribution, but provide an outline for considering if your organization is ready to take the leap to multitouch attribution or even further to omnichannel. We will provide means to assess Learn about what’s new in Attribution,and the common pitfalls that organizations run into when they try to move to multi-touch attribution or omnichannel. We will discuss privacy limitations and how organizations are mitigating and still gleaming insights. In the second half of the day, we will discuss general principles for taking complicated new data analysis such as MultiTouch Attribution and OmniChannel to fruition and adopt throughout the organization and within the leadership.
Goal Deliverables by the end of the workshop:
- Full understanding of what Attribution means – Multitouch and Omnichannel
- Structure to evaluate if your company is ready for Attribution
- High level plan for rolling out changes to Attribution
- How will an Attribution rollout affect funding for search or other channels?
The session will uncover:
What do people mean by multi-touch attribution and omnichannel?
What are the types of multi-touch attribution and omnichannel?
How can multitouch and omnichannel benefit an organization such as mine?
How can I anticipate it will impact my marketing group’s ROI evaluation?
When is an organization ready to take the leap to multitouch attribution or omnichannel attribution?
What are the challenges of projects like multi-touch attribution and why do so many fail?
What are common fallacies that organizations make when rolling out a multi-touch attribution and how they can be mitigated?
What does the roadmap look like to successfully integrate multi-touch or omnichannel attribution into your organization?
Who should attend?
Executives, business decision makers, and any marketing professional considering implementation of MultiTouch or OmniChannel Attribution, or those just wanting to learn more about it.
Please note that this workshop is designed to educate about multi-touch attribution in general. Consulting on software options or specific situations will be out of scope for this workshop although evaluation guidelines and project structures will be provided.
This program will be statistics light and appropriate for marketing professionals interested in championing analytics projects. Those interesting in deeper statistics can request additional reading material after the program.
Who is Natalie Kortum?
When Natalie was in 4th grade, she created an idea that became a national commercial for Tide. Having peaked on the creative side at such a young age, she decided to dedicate the rest of her advertising career to helping business leaders make better marketing decisions based on data and research.
And dedicated she has been. Her resume reads like a Fortune 500 wish list: PwC, IBM, CoreMetrics, Dell, Humana, and The Richards Group. Her core competencies include everything from pricing and marketing mix modeling to decision science management and data science. But wait, there’s more: Natalie has also invented and patented multiple marketing optimization models, teaches Big Data at conferences, and hosts her own blog celebrating the confluence of mathematics and marketing.