Tuesday 15 February

Eastern Standard Time (EST)

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?

Chair’s closing remarks and close of conference

14:40 - 14:40