NAVIGATING THE ROUGH SEAS OF DIGITAL ATTRIBUTION
Speaker: Daniela Elia (Annalect) Seminar Date: Tuesday May 2 12:00pm Brief abstract: In an increasingly fragmented media ecosystem understanding the consumer paths to purchase and correctly measuring the contribution of each touch point to conversion is becoming increasingly complex. Consumers navigate through a variety of digital, offline, paid and earned media channels before deciding to buy. In addition to that, when it comes to making a purchase, they have become exceedingly discerning. What was once a linear path down a funnel has now become an increasingly non-linear path to purchase. In today’s talk we’ll review current approaches to multi-channel and cross-device attribution and we’ll cover how we measure attribution using machine learning techniques.