Doug Chavez from Kenshoo and guest Tina Moffett from Forrester will discuss the latest thinking on cross-channel attribution and data-driven optimization.
Webinar attendees will learn:
- Attribution methods and the techniques marketers have adopted
- Obstacles organizations face trying to activate attribution insights
- Opportunities to drive improved performance through data-driven optimization
- How predictive intelligence is improving search and social attribution, forecasting, and bidding
Tina serves Customer Insights Professionals, focusing on consumer marketing measurement and analytics. Her research agenda focuses on attribution, marketing mix modeling, metrics and measurement development and analysis, ROI measurement and impact, and dashboards and reporting.
Doug has spent his near 20 year career at the intersection of media and technology. Before Kenshoo, he led media and brand strategy as SVP of emerging media at UM and was previously a brand marketer as Director of Digital at Del Monte Foods. At Kenshoo, he leads marketing research and content development efforts to engage with brands, agencies and leading industry analysts.