Attribution: The single greatest pain point for many marketers and a promised land never reached by many marketing technology vendors.
Despite thousands of martech companies, relatively few provide the kind of analytics necessary to do attribution analysis properly.
What if you could accomplish attribution analysis with tools you already have? What if you could know the value of your marketing based on data you've already collected?
In this live, interactive Master Class, AI and analytics practitioner Christopher Penn, Chief Data Scientist of TrustInsights.ai, and Katie Robbert, CEO at TrustInsights.ai, will walk you through the A-Z of attribution analysis. You'll learn why attribution analysis is important, why it's broken, what kinds of attribution models exist, especially in Google Analytics 4, and how to get started with six different kinds of models.
Plus, you'll get to try some hands-on model construction and see demos of what's state-of-the-art in attribution modeling today.
Why attribution modeling matters – a look at issues on the minds of CMOs and how marketers are performing
What kinds of attribution exist, including out-of-the-box models and custom models
How to get started with attribution modeling using popular software like Google Analytics 4
The types of data needed for attribution
The attribution modeling process – what people you’ll need, processes, and technologies
What to do with an attribution model
Understand the different kinds of attribution models built into common software like Google Analytics, Hubspot, and Salesforce
Choose an attribution model appropriate to your business
Learn what options exist for advanced attribution models and what it takes to build them
This Master Class is ideal for marketers who have responsibility for attribution, ROI, and budgeting -- typically at the manager or director level and above. It will be less helpful to junior marketers and those who do not have responsibility for attribution or marketing operations.
Christopher S. Penn is an authority on analytics, digital marketing, marketing technology, data science, and machine learning. A recognized thought leader, best-selling author, and keynote speaker, he has shaped five key fields in the marketing industry: Google Analytics adoption, data-driven marketing and PR, modern email marketing, marketing data science, and artificial intelligence/machine learning in marketing. As co-founder and Chief Data Scientist of Trust Insights, he is responsible for the creation of products and services, creation and maintenance of all code and intellectual property, technology and marketing strategy, brand awareness, and research & development.
Mr. Penn is a 2020, three-time IBM Champion in IBM Analytics, a Brand24 Top 100 Digital Marketer, an Onalytica Top 100 AI in Marketing influencer, and co-host of the award-winning Marketing Over Coffee marketing podcast. Prior to co-founding Trust Insights, he built the marketing for a series of startups with a 100% successful exit rate in the financial services, SaaS software, and public relations industries. His work has served brands such as Twitter, T-Mobile, Citrix Systems, GoDaddy, AAA, McDonald's, and many others.
Mr. Penn is an IBM Watson Machine Learning Certified Professional, a Google Analytics Certified Professional, a Google Ads Certified Professional, a Google Digital Sales Certified Professional, and a Hubspot Inbound Certified Professional. He is the author of over two dozen marketing books including bestsellers such as AI for Marketers: A Primer and Introduction, Marketing White Belt: Basics for the Digital Marketer, Marketing Red Belt: Connecting With Your Creative Mind, and Marketing Blue Belt: From Data Zero to Marketing Hero, and Leading Innovation.
Katie Robbert is an authority on compliance, governance, change management, agile methodologies, and dealing with high-stakes, “no mistakes” data. As CEO of Trust Insights, she oversees the growth of the company, manages operations and product commercialization, and sets overall strategy. Her expertise includes strategic planning, marketing operations management, organizational behavior and market research and analysis.
Prior to co-founding Trust Insights, she built and grew multi-million dollar lines of business in the marketing technology, pharmaceutical, and healthcare industries. Ms. Robbert led teams of Microsoft Partner Software Engineers to build industry-leading research software to address and mitigate pharmaceutical abuse.
Ms. Robbert is a Google Analytics Certified Professional, a Google Ads Certified Professional, a Google Digital Sales Certified Professional, and holds a Master of Science degree in Marketing and Technological Innovation. She is a published researcher in the Pharmacoepidemiology and Drug Safety Journal, and a noted public speaker.