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Multi-touch Attribution without Relying on Cookies
Every marketer wants to accurately measure the impact of her advertising spend. And “digital” was supposed to make that really easy (especially for digital advertising). But, that promise has rarely been realized, and it’s becoming even more difficult to track users across touchpoints thanks to privacy regulations (GDPR, CCPA, etc.) and browser updates that block or aggressively expire cookies.
At this month’s WAW, Dr. Joe Sutherland, the head of data science at Search Discovery, will review these challenges and then provide an overview of how marketers can use randomized controlled trials (RCTs) to get to robust, reliable attribution without user-level data.
About Our Speaker
|Joe is a digital transformation expert and scientist, focusing on the integration of data science and artificial intelligence into executable corporate strategies. He is the Head of Data Science at Search Discovery, where he leads groundbreaking data science initiatives for a diverse clientele of Fortune 500 and startup clients, including Coca-Cola, UPMC, JPMorganChase, Goldman Sachs, and Marriott. He was a founder at the artificial intelligence startup Peachtree AI, and an initial team member at the fintech startup Prattle, both of which successfully exited in 2019. Prior to that, he has held roles since 2006 at Columbia, Princeton, The White House, and the web consulting shop CLEVER Analytics. His academic research received a citation from the National Science Foundation in 2017, and he is presently affiliated as a Research Fellow at Johns Hopkins University.|