It’s been 3+ years since “Engagement Mapping” and “Media Attribution” became hot topics among digital marketers. Yet, most still struggle with the concept of looking across channels or beyond the last click to measure the impact of display, email and social media. While we intuitively know that display and social media create demand at the top of the funnel, few are able to measure its impact in a meaningful (i.e. defensible) way. For most marketers, attribution is still an elusive goal.
In 2011, Attribution will become a must-have. As an industry, we can no longer rely on antiquated methods for measuring and optimizing online campaigns. Those who “get it” will have a competitive advantage. Those who don’t will be behind the curve.
In this session, Steve Latham, will provide an overview of the opportunities, challenges and best practices for online attribution for paid, owned and earned media. Steve will explain why it’s essential and how to look across channels and beyond the last click while sharing other proven methods all marketers can implement to better assess performance of online media.
To register click here and scroll down to “Attribution: The New Imperative for Online Media.”