September 29, 2015Metropolitan Pavilion, NYC

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During Advertising Week New York

From Top Down to Bottom Up

Long before John Wannamaker famously quipped that half his ad spend is wasted, marketers have been struggling to solve his dilemma:  to identify “which 50%?” The dark art of attribution, of deciding which ad exposures where and when drive results, has undergone its own disruption of late. Traditional econometric and marketing mix modeling now meet digital approaches that leverage user-level data and path analysis to get a more granular view of the conversion process. At our inaugural OMMA Attribution we explore how marketers are just beginning to bring the pieces together. It is not only a matter of how to measure but deciding what to measure. How can top down or bottom up approaches complement one another in future modeling? What do we know about the digital and TV dynamic?  How can agencies and brands distinguish among the solutions now on offer? What will it take to move us towards total attribution solutions that account for all communications efforts on and offline? 

At OMMA Attribution during Advertising Week, we start to build the post-Wannamaker models of future media buying.  

Featured Speakers

OMMA Attribution 2015 Attendees Include:

 

 

"The content at MediaPost's IoT Beacons event was excellent. Packed with a lot of useful information."


Alice Rogers

VP, Operations Excellence
AMC Theaters
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"IoT Beacons was a well-organized event.  Intelligent pundits and SMEs as panel members.  I liked it very much!"

Jesse Wolfersberger

Director, Consumer Insights
GroupM Next
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"Above all other conferences, the OMMA events provide the most comprehensive insight into the state and future of interactive media, marketing and advertising.  The content is top-notch, and the individuals I have the opportunity to meet, are the ones leading the charge to make interactive a premier medium for advertisers.  These are top-quality events for anyone involved in the digital media space"

Kevin Klein
Head of Marketing, Global Display Advertising
Amazon.com

Join the conversation #MPOMMA

What leading marketers, agency execs and digital practitioners are saying about this event series:

"MediaPost's events are a fabulous way to meet industry experts, learn about industry solutions, interact with peer groups and learn about specific channels of interactive media. The contacts I have made at these events will be valuable for years to come."

Gary Milner 
Director, Global Digital Marketing 
Lenovo
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"MediaPost events are always very, very well organized and informative. The speakers from well known brands and the case studies from solutions providers highly relevant."

Carri Lukasik
Marketing Manager
Disney Store
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"I wanted to drop a note and let you know that I thought MediaPost's OMMA content was some of the best I've seen in the past two years at SXSW.  Thank you for allowing me to be a part of your day and conference.  Good luck with the balance of SX!"

Dan Clifford
Vice President, Marketing
Victoria's Secret
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“These conferences provide tremendous insight into not only what is happening in the world of Online Marketing, but what will be next.  The composition of the audiences at these conferences is a veritable who's who in online media, marketing, and advertising, and allows attendees, regardless of experience level, to learn about the future of advertising - straight from the folks that are shaping it.”

Ian Schafer
Founder & CEO
Deep Focus


Quality Pledge

MediaPost strives for excellence in its coverage of media, marketing and advertising. Our mission is to critically engage key questions for brand marketers, media buyers, sellers and emerging platforms. We choose speakers exclusively for their ability to bring perspective and insight to our stage. All conferences are programmed by proven, expert, unbiased journalists. MediaPost has never and will never engage in "pay to play" conferencing.