MarketingProfs B2B Forum 2023

Unraveling the Mystery of Attribution Models

October 6 - 9:25am to 10:10am

Pass Type: All Access Pass, Conference Only Pass, Livestream Pass

Session Type: Concurrent Session

Session Topic: Metrics and Measurement


The ability for marketers to show how their efforts drive revenue for their organizations has fueled a bewildering number of different attribution models. First touch, last touch, sourced, U-shape, W-shape—all terms that are readily bandied about but not always specifically defined.

Tish Millsap will teach you about not only each of these model types but also how and when to use them. This will be a vendor-agnostic presentation that will teach the fundamental principles of attribution methodologies, applicable to most of the advanced attribution tools on the market.

In this session, you’ll learn:

  • How to understand the different types of models
  • Ways to define the who, what, and when of each model type
  • The ability to identify the key technical infrastructure pieces that need to be in place to support most advanced attribution tools

Sponsors That Change the Game

Title

Knak

Platinum

Agorapulse
BlueOcean
Printfection
Uptempo
Validity
Vidyard

Gold

Act-On
CONTENTgine
Cvent
Letsignit
Litmus
Momentive
Onalytica

Partners

American Marketing Association
Rep Cap

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