People-Based Attribution: Measurement for Omni-Channel Success

Room: Harbor I

As YoY eCommerce sales continue to grow at a rapid pace, investment in Digital Marketing & digital media buys has also grown significantly. While many still remember the glory days of incredibly low acquisition costs, competition has increased forcing many to question the true value of paid media – all the while, consumers buying patterns have become more fragmented (cross-device, online/offline) and harder to understand what marketing drives their motivation micro-moments.During this session, Simon Poulton, Senior Director of Digital Intelligence at WPromote, will:

  • Challenges: Dive into the attribution challenges facing modern marketers working across Facebook, AdWords, Bing Ads, DoubleClick, Amazon & more.
  • Solution Discovery: Outline and weigh the pros & cons of existing attribution solutions available to the majority of digital marketers, including Google Attribution, Facebook Attribution, and the migration towards the 3rd wave of attribution modeling – Data Driven Attribution.
  • Looking Ahead: Share a vision for the future focusing on predicting lifetime value, evolving the way we look at cost-per-acquisition and the potential future challenges we will face.

*Presentation slides will be distributed following the event.

Presenter

Simon Poulton Senior Director of Digital Intelligence | WPromote

An interest in analytics forged in the fires of psychology, statistics & digital marketing, Simon has had a passion for finding creative ways to measure real-world scenarios from an early age. After receiving a BA Psychology from UCLA, he went on to architect and develop the Inbound Marketing team at Laserfiche. His interest soon turned to Wpromote, where he was one of the founding members of the Digital Strategy team and led client engagements with brands like Forever 21, Charming Charlie & Nutshell.

In his current role as the Director of Digital Intelligence, Simon actively engages with business leaders to democratize digital marketing analytics and allow organizations to make confident data-backed decisions.

Simon regularly speaks at industry events, and was recently invited to speak at both SMX East, SMX West & SMX Advanced on the topic of Data-Driven Attribution.

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