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Attributing Success: Incremental Gains through Applying Cross-Channel Analyses

Tuesday 3:00
–4:00pm
Room: 611-614
Attributing Success: Incremental Gains through Applying Cross-Channel Analyses

Eric Gohs

Dir., Digital Marketing and Loyalty
Express

Having a singular view of the customer across marketing channels isn’t just a pipe dream anymore, but successful integration of the data into marketing strategy is far from a foregone conclusion. Tracking doesn’t always provide a complete picture and poorly conceived models may limit opportunity. Compounded by the legacy, siloed business structures at many retail organizations, applying attribution findings can be challenging. Despite these challenges, the panelists in this session have all found ways to employ attribution data to their marketing programs in meaningful ways. Attendees in this session will learn about the latest methods and strategies for:

• Tracking and leveraging cross-channel and cross device behavior to their advantage
• Understanding which online touch points are driving offline conversions
• Embracing cross-channel attribution data in an organization with legacy marketing-channel team structures
• Evaluating the latest technologies for gathering, assessing and implementing findings