For most of the digital age, marketers have relied on cookies to track general trends on how users were engaging with their brand across various digital channels. However, the demise of the cookie began with the increasing use of various smart devices making it nearly impossible to piece together fragmented pieces of data to create one view of any conversion. This demise is now accelerated because of the public's awareness and fear over how their data is being used and the steps by both regulators and consumer tech giants (Apple, Safari, Chrome, etc.) to put increased rules on how data is obtained and used. Once seen as an invaluable way to gain insight into our consumers habits is plagued with inefficiency, inaccuracies, and mistrust.
Proving the effectiveness of your marketing spend and engagement in a cookieless environment offers marketers both new challenges and opportunities to capitalize on new attribution models that take into account more reliable and effective channels using new methods for charting the customer journey and building customer profiles.
To address these new challenges and opportunities We are proud to announce the MAC: Attribution Beyond Cookies
. Through a series of collaborative, workshop-type sessions attendees will have an opportunity to rethink the world of marketing attribution and gain tactical knowledge and real-use cases to problem-solve the most pressing issues with like-minded peers.
Attendees will benefit from sessions going through the lifecycle of the challenge, learning from experts exploring the current state of thinking in relation to attribution and marketing effectiveness, to the challenges related to the impact of current rules and regulations to finally applications for you to utilize when returning to the office. Time will be allocated after the application sessions for knowledge sharing and to brainstorm solutions in a structured and informative way.
Join this comprehensive one-day event set to demystify the customer journey by gaining deeper and more actionable insights as well as:
- Understand what attribution means in a post-cookie world and the ways you can strike a balance between the need for privacy and accuracy
- Meet new consumer expectation and e-privacy requirements while still gaining insight into customer behaviors
- Discuss activities and strategies that marketing leaders are utilizing in an environment after cookies, have the knowledge and understanding of what you can and can't do to not get caught up in a bottleneck of rules and regulations
- Explore proven data-driven attribution models to measure and monitor marketing effectiveness
- Effective ways to gather high quality and accurate data and dive deeper into harnessing the capabilities of 1st party cookies
- Learn how to prevent deterioration in data quality as a result of ITP and what steps you can put in place today to mitigate the risks
Who Should Attend:
Cross-Industry C-Suite/EVP/SVP/VP/Senior Director/Directors/Heads with responsibilities in:
- Marketing Effectiveness
- Product Marketing
- Marketing ROI
- Customer Insights
- Customer Experience
- Marketing Innovation
- Digital Marketing
- Market Research
- Data Science
- Data Officer
- Mary Coffey, GasBuddy Organization, EVP Partnerships
- Sharlene Jenner, Senior Director, Digital Marketing, Vizient
- Daniel Gremmel, VP, Data Science at Plated
- Luke Mortenson, Director, Marketing Analytics, Global ROI and Americas, PayPal
The agenda is not yet available for this event.
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VenueAloft Dallas Downtown
1033 Young Street, 75202
Dallas, TX, USA
This colorful hotel in a converted warehouse-style building in the business district is a 4-minute walk from Dallas Convention Center, and an 8-minute walk from the Dallas Union light-rail station.
Rooms feature high ceilings and contemporary decor with an urban vibe, plus free WiFi, 42-inch flat-screens, and tea and coffeemaking equipment. Upgraded rooms and suites offer exposed-brick walls and/or separate living areas with pull-out sofas.
Amenities include parking, a hip bar with a light-bites menu, and a 24/7 food pantry (fee). There's also an outdoor pool, and a vibrant lounge with eclectic seating, a fireplace and a pool table.
We have reserved a room block for registered attendees. In order to make a reservation, please click here