Everyone talks about the importance of marketing measurement, but is Multi-Touch Attribution (MTA) really the answer that we have all been waiting for, or too good to be true? This session will demystify this extremely complicated area and speak practically as to how a retailer can utilize multi-touch attribution. Attendees will walk away with the confidence and knowledge they need to properly select and apply MTA approaches to their own organizations. Attendees will:
- Understand why Multi-Touch Attribution is so darn hard and how other marketers and retailers are using it.
- Find out what $3 million in research and data revealed, proving that Multi-Touch Attribution might be the most important tool that marketers must have.
- Learn how the industry is working to clean up Multi-Touch data and break down walled gardens and what that means for business.
View the entire agenda here.
Greg Stuart, CEO, Mobile Marketing Association (MMA)
Greg Stuart is the chief executive officer of the Mobile Marketing Association (MMA), the leading global media trade group focused on the burgeoning mobile marketing industry. While Stuart is an expert on mobile marketing, his background expands to include both the traditional and digital arenas. He was formerly the CEO of the Interactive Advertising Bureau (IAB), the trade group for interactive advertising and marketing. With nearly three decades spent in marketing, two of which focused on digital and emerging technology, Stuart has worked across the media landscape including roles with Y&R, Sony Online Ventures, Cars.com, Flycast Ad Network and advised two dozen other venture-backed businesses. In addition to being a member of the National Speakers Association, Stuart is an author of What Sticks: Why Most Advertising Fails and How to Guarantee Yours Succeeds, which was recognized by AdAge as the as the No. 1 book of the “10 books you should have read."