Understanding the Future Customer Journey through Attribution

A session at a4uexpo Europe, Amsterdam

Tuesday 2nd July, 2013

2:00pm to 2:50pm (AMT)

Attribution adoption for marketing campaigns has grown considerably over recent years. At current day there is more pressure on performance-based employees to deal with issues like cross channel attribution, multiple touch-points, return-on-ad spend, new versus returning customers and tag management.

Many advertisers are today focusing on leveraging the entire customer journey instead of a single interaction, and the evolution of attribution over the coming year is one that encompasses many channels including the mix of cross, omni, multi, and agile, marketing.

Our panel will share insight into how attribution has evolved within their companies and client base over the past 12 months, before focusing insight into how measurement and targeting of attribution models are being revised to encompass today's agile consumer.

About the speakers

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Robert Glazer

Robert Glazer is a customer acquisition specialist with an exceptional track record in growing revenue and profits for leading consumer product and services.

A recognized leader in creating high-quality affiliate marketing programs for fast-growing online retailers, Bob and his team have launched and managed several of the industry's most recognized affiliate programs. Clients include adidas, Blurb, Layla Grace, ModCloth, One King's Lane, Shutterfly (Tiny Prints), Stella & Dot, and Tea Collection. Over the past five years, Acceleration Partners has driven more than $100m in online revenue for its clients and was recently awarded the 2012 Affiliate Summit Pinnacle Award for Exceptional Merchant for Tiny Prints as the industry's top program.

With 15 years of experience in taking new ideas from concept to execution, Bob has served as an adviser and consultant to numerous early and growth-stage businesses, many of which have ranked on the Inc 5000's list of fastest growing companies. A speaker and published author, he recently presented at ad:tech, Affiliate Summit East and West, Affiliate Management Days, BlogHer, Online Marketing Summit and PubCon, and serves on the board of the Performance Marketing Association.

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Jeff McCollum

Instrumental with the development of performance-based marketing, Jeff McCollum has over 15 years of digital marketing experience.

Leveraging his industry knowledge and recognizing the need for a more robust and accurate tracking solution, Jeff started CAKE. Fulfilling his passion for technology and innovation, Jeff excels at providing proactive solutions to Advertisers, Affiliates and brands.

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Sandra McDill

Sandra McDill is the Global Client Services Director at TagMan, an Enterprise Tag Management and Marketing Data Platform.

Prior to TagMan she was the Client Services Director for Tradedoubler, and has worked across multiple digital disciplines for the past 9 years. She has previously spoken at events including IAB Engage, econsultancy JUMP, TFM&A, AM Days and PMI New York and also guest lectures for the Digital Marketing Institute and Bournemouth University.

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Karl Knights

Karl Knights, Director of New Business EMEA, Kenshoo UK Ltd

Karl Knights is Director of New Business EMEA for Kenshoo. Karl's efforts are focused on delivering new commercial agreements to drive growth in the EMEA market.

Previously, Karl worked at Microsoft Advertising for six years, his last role as the Head of Strategic Accounts working directly with key advertisers across the Microsoft portfolio of digital assets. Karl also worked at Yahoo! in strategic sales and at Chrysalis radio where he started in 1999.

Having worked in the online marketing industry for over 10 years, Karl has spoken at many events with Haymarket and the Marketing Society. Karl has recently been a speaker at Internet World where he talked about the benefits of dynamic attribution across search and social.

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Time 2:00pm2:50pm AMT

Date Tue 2nd July 2013

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