Mastering Cross-Channel Lead Generation Attribution
Speaker: Janet Driscoll Miller | President and CEO, Marketing Mojo
While most organizations only use single touch attribution such as first or last touch, this is a highly inaccurate form of measurement. Why? Certain channels contribute to the lead generation process but are not receiving credit, which often leads to reduced budgets in these channels where they should be potentially increased.
In this session, we will cover methods on how to effectively track and measure attribution across multiple touches. We will cover techniques to get closer to more accurate attribution and ROI reporting for lead generation activities.
At the end of this session you will be able to:
- Determine the correct attribution model
- Apply multi-channel measurement using today's tools
- Measure down to the ROI and lifetime value
Suggested Attendee Level: CMO, VP Marketing, Directors of Marketing