Tuesday 15 February
Chair's opening remarks
10:00 - 10:10
Opening keynote
10:10 - 10:40
Opening keynote: Are digital marketers prepared for the new attribution age?
With the US marketing ecosystem changing rapidly, how prepared are digital marketers?What...
- With the US marketing ecosystem changing rapidly, how prepared are digital marketers?
- What place does digital attribution and measurement have in this new landscape?
- How can digital marketers modernize their marketing strategies and attribution models to ensure optimal data collection and application?
Session break
10:40 - 10:40
Case Study presentation
10:50 - 11:10
Channel hopping: managing multi-touch methods
If most digital marketers are using multiple channels to roll out campaigns,...
- If most digital marketers are using multiple channels to roll out campaigns, why are 58% still using single-touch attribution models?
- Does using single-touch attribution risk KPI biases occurring? How do we overcome this?
- Is single-touch attribution always a bad method to use?
Morning break
11:10 - 11:40
Case study
11:40 - 12:00
Forecasting the future: What’s next for digital marketers?
As the US digital marketing ecosystem evolves, how can digital marketers stay...
- As the US digital marketing ecosystem evolves, how can digital marketers stay ahead of the curve?
- Will we see a change in how consumers respond to campaigns in a more private world?
- How will digital marketers’ relationship with technology develop as more tech continues to come to market?
Session break
12:00 - 12:10
Panel Debate
12:10 - 12:50
Analyzing attribution models - Which one is right for you?
With so many digital attribution models out there, how do brands decide...
- With so many digital attribution models out there, how do brands decide which one is best for them?
- With only 54% of marketers having an attribution model, are they actually necessary?
- How can digital marketers measure metrics without an attribution model?
Lunch
12:50 - 13:30
Presentation
13:30 - 14:00
Data & Privacy - The state of individual data collection and the balance of ethics, capitalism, and frameworks of oppression
Is the removal of third-party cookies the end of the US digital...
- Is the removal of third-party cookies the end of the US digital marketing ecosystem as we know it?
- To what extent will an increased focus on data privacy, transform traditional marketing objectives?
- Current data shows that over 50% of marketers are still utilizing third party cookies. Why is it important to act now in modifying these tracking methods before the browser-wide ban takes a hold?
Session Break
14:00 - 14:10
Panel Debate
14:10 - 14:40
Utilizing unique touchpoints - Mining metrics from alternative sources
Is digital data the only data that counts or can digital marketers...
- Is digital data the only data that counts or can digital marketers obtain meaningful data elsewhere?
- How do alternative attribution methods, such as CTV and events, compare to more traditional touch-point methods?
- How can alternative attribution methods enhance overall campaign and conversion strategies?
