Make the Transition to Multi-touch Attribution: Letting Go of Last Touch

Thu, Nov 9, 2017 1:02 PM EST{LOCAL_TZ}



Summary

Many marketers are still using the most basic (and flawed) form of campaign measurement: last-touch attribution. Looking only at conversions misses a good deal of the impact of digital advertising. That’s why multi-touch attribution—allocating credit across marketing touchpoints—is gaining momentum. But some still don’t know how to take full advantage of this more robust approach.

Join guest speaker Jim Nail, principal analyst at Forrester, and Visual IQ CMO Wayne St. Amand for a look at why marketers should make the move to multi-touch attribution. They’ll share insights and best practices, including:

  • The most common challenges marketers face when transitioning to a multi-touch attribution solution
  • How to make your multi-touch attribution engagement a success
  • The kinds of results marketers can expect when moving to multi-touch attribution
 
Speakers

Jim Nail
Principal Analyst
Forrester Research 

Serving B2C marketing professionals, Jim leads Forrester's coverage of all forms of video advertising, changing consumer media behaviors and the post-digital transformation of marketing. With Tina Moffett, he shares leadership of marketing measurement and the Marketing Measurement And Insights Playbook.

Wayne St. Amand 
CMO
Visual IQ

Wayne leads Visual IQ’s go-to-market efforts, including product marketing strategy, demand generation, branding, PR, analyst relations and sales enablement activities. Previously, he was CMO of Brand Networks.

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