Next-Gen Ad Attribution: Make the Most of Effective Accountable Measurement

A session at Ad:tech New York 2012

Wednesday 7th November, 2012

3:30pm to 4:30pm (EST)

Click-through rates, post clicks, impressions, tracking mechanisms and site analytics all serve their purpose, but don’t always accurately account for the various influences along the purchasing path. Today’s marketers must analyze how various channels interact to determine where attribution makes sense. Much has been said about different ad attribution models. From first cookie wins to last cookie wins and last ad models, from individual attribution to uniform distribution models, deciphering their effectiveness can be confusing. But which is the best way to measure and should marketers restrict themselves to these pre-determined models? What’s the most effective approach, and what will future models look like? Join Tina Moffett of Forrester Research and leading brand and technology experts as they share insight into today’s ad attribution and where marketers should look next.

Key Takeaways

  • Discover how device recognition can help meet shortcomings in cookie tracking
  • Find out how basic metrics (clicks, impressions, etc.), engagement metrics (time on site, transactions, etc.) and social metrics (follows, likes, mentions, etc.) all work together to paint the big picture
  • Hear how to assign value to various touch points along the purchasing path

About the speakers

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Mike Ma

Head of Prospect Marketing & Retail Advertising @ Vanguard Group. Recovering consultant, startup & sales guy. Posts are my own views and not Vanguard's. bio from Twitter

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Steve Latham

Entrepreneur, Interactive Marketer, Digital Media Strategist and aspiring Globetrotter. Founded Encore Media Metrics, Spur Interactive and HiMA. bio from Twitter

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Paul Pellman

Husband and father; CEO at Adometry; frustrated golfer bio from Twitter

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Dan Kirchgessner

Just shouting at the world about online advertising, travel and any ramblings from the bent live I live. bio from Twitter

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Tina Moffett

Analyst at Forrester Research, covering marketing measurement and analytics for Customer Intelligence professionals. I also like wine. A lot of it. bio from Twitter

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Manu Mathew

Co-Founder and CEO - Visual IQ

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Brad May

Media Planner - KSL Media

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Time 3:30pm4:30pm EST

Date Wed 7th November 2012

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