Contribution is the new attribution.
Based on Impression’s survey sent to 1,000 marketing professionals, the majority agree that their biggest challenge is accurately measuring the impact of their marketing activities with many others finding it difficult to achieve stakeholder buy-in to invest in new channels.
In today’s current climate, optimising budget allocation and proving the value of marketing spend is more important than ever as boards, CEOs and CFOs demand better confidence in their investments.
There have long been flaws in the way that we have measured advertising online. This year’s phase-out of the third-party cookie will add additional pressure to marketers who will need to implement advanced approaches to produce data-driven insights to improve their ability to make strategic decisions.
Welcome to the world of Media Mix Modelling, an approach giving a holistic view of the contributions each of your channels has made vs attributing success to a single or smaller group of digital channels.
At our event, we’ll help you understand how you can apply modern effectiveness methodologies to your budget planning and media buying, including Media Mix Modelling, alongside a healthy dose of structured incrementality testing and experimentation.
The session will include presentations followed by a series of roundtable discussions to address problems specific to your business.
***Please note – this event is for client-side marketers only***
You’ll learn:
- How to build a cookie-proof marketing effectiveness toolkit
- How to better manage your stakeholders and defend your budgets using better reporting data
- How to design a testing programme which suits your business and marketing needs
The Agenda:
- 09:00-09:30 – Breakfast and networking
- 09:30-09:35 – Introduction
- 09:35-10:20 – Expert presentations
- 10:20-11:20 – Roundtable discussions
- 11:20-11:30 – Summary and event close
The speakers:
Technology Director
Strategy Director
Head of Paid Media Performance
The location:
Huckleetree Ancoats, The Express Building, 9 Great Ancoats St, Manchester M4 5AD
The venue is a 15-minute walk from Manchester Picadilly train station
If you have any questions about this event, please contact polly.astill@impressiondigital.com
