Matt draws on his experience in marketing research, interactive strategy and measurement, and business intelligence to help Archer's clients understand the performance of their digital marketing initiatives. He has spent the last decade exploring which online activities influence offline sales, thus helping brands prioritize successful marketing tactics based on the results of sophisticated predictive models. Matt was also an innovator with Forrester Research, helping to launch the Forrsights service, which gives B2B technology companies a view of how businesses use technology now and in the future.
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Data Out: Solving the Attribution Conundrum
Date/Time: October 02, 5:00 PM
And you thought the Luma chart was confusing. Trying to figure out how to assign credit and blame in a campaign’s performance is even more complex than the ad technology economy that powers these efforts. As all marketers claim to move beyond simplistic “last-click” attribution, what are they really doing now to assess what feeds effectiveness? More importantly, how are these models being used to allocate time and money for that next campaign? We bring in the attribution gurus to share their state of the art for assessing this multi-channel world and who gets the credit…or blame.
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