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Attribution Modelling - An IAB Ireland workshop

IAB Ireland

Wednesday, 9 November 2016 from 10:00 to 16:30 (GMT)

Attribution Modelling - An IAB Ireland workshop

Ticket Information

Ticket Type Sales End Price Fee Quantity
IAB Ireland Members 9 Nov 2016 €175.00 €0.00
Non-Members 9 Nov 2016 €235.00 €0.00

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Event Details

Attribution - finding campaign measurement nirvana

The path to purchase has become increasingly complicated, with consumers researching and purchasing products offline, as well as via multiple devices and in multiple locations online.

Imagine if we could connect all aspects of a consumers journey with 100% visibility, what amazing insights and opportunities there would be for brands and marketers!

So how can we get attribution right and what are the steps we can take to make sure we can use the conclusions generated to maximise the Return on Investment from digital marketing?

With advances in audience and analytics technology, and a better understanding of the consumer’s path to purchase, we are getting a clearer picture of the true effectiveness of digital advertising.

This new workshop will highlight the advances in attribution modelling and our industry experts will give professional insights into the developments and challenges faced by brands, agency buyers and media owners.  

The workshop will bring the latest thinking on attribution and explores models that go beyond the "last click wins" principle.

This one-day workshop is suitable for those with experience in digital advertising and a working knowledge of audience analytics.

Workshop outline

Morning sessions: 

- The evolution of digital audience and campaign measurement
- Funnels, loops, triggers, advocacy:  Understanding the customer path to purchase and beyond
- The introduction to attribution:   Moving away from the "last click" model
- The evolution of attribution modelling:  from Natural Born Clickers to Advanced Analytics
- Latest issues and thinking:  Viewability, Attention, Engagement

Afternoon sessions:

- Real world attribution
- A practical look at attribution by brands, agencies and media owners
- A series of presentations by leading practitioners in digital advertising offering delegates an insight into the latest uses of attribution modelling, audience and campaign management tools.  

Each presentation will be followed by a Q&A session, giving delegates the opportunity to ask the tough questions of these industry experts.

About the IAB Ireland trainer – Steve Thompson
Steve is an experienced digital media professional (working in the industry since 1996) with proven track record digital advertising, digital publishing, training, coaching, learning and development. He is also skilled in analytics, digital advertising technologies and practices, behavioural economics, data visualisation and infographics, learning theories, social media for business, online marketplace management. Steve specialises in the development of digital advertising revenues for publishers and other organisations through inspirational, practical and bespoke learning and development programmes. His clients include Haymarket, Incisive Media, Telegraph Media Group, Guardian Media Group, IAB Ireland & UK. Enhance Media, Content ETC, Hearst, IPC, UBM, GTI Media (, The Beans Group, William Reed, Trinity Mirror Digital Recruitment, Loot and a variety of other B2B and B2C publishers.                

Do you have questions about Attribution Modelling - An IAB Ireland workshop? Contact IAB Ireland

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When & Where

Ballsbridge Hotel
Dublin 4

Wednesday, 9 November 2016 from 10:00 to 16:30 (GMT)

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IAB Ireland

IAB Ireland is a member of the global IAB network of online advertising trade associations. Affiliated to IAB US and IAB Europe, IAB Ireland shares the IAB purpose to PROVE, PROMOTE and PROTECT the online advertising industry.

IAB Ireland is a not for profit organisation.

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Attribution Modelling - An IAB Ireland workshop
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