Start Date: 10/16/2018 6:00 PM EDT
End Date: 10/16/2018 8:00 PM EDT
Venue Name: Google Cambridge Campus Location:
355 Main St
Cambridge, MA United States 02142
Digital Analytics Association
Every marketer knows the importance of cross-channel and cross-device marketing, but how do you analyze the results? Join us October 16th to hear from Google and other DAA community members on their approaches, successes, and stumbles with marketing attribution.
At this event you'll:
- Network with other like-minded digital marketers and analysts
- Hear from 2 respected DAA members, Judah Phillips and Zack Gore
- Hear from Google's Senior Analytical Lead, Ryan McMorrow, about Google's approach to data-driven attribution
6:00PM - Drinks, Snacks and Networking
6:30PM - Ryan McMorrow (Google)
7:15PM - Zack Gore (Endurance International Group)
7:35PM - Judah Phillips (SmartCurrent / Vizadata)
Ryan McMorrow (Google)
Ryan will provide an overview of Google's Data-Driven Attribution model - the methodology behind it, steps to action on it, and examples of how it's helped businesses understand the full user journey and the value of each interaction along the way. Currently a Senior Analytical Lead at Google, Ryan has spent 10+ years helping businesses drive impact through collection and activation of customer data.
Zack Gore (Endurance International Group)
Want to better understand how cross-device solutions can show a more complete view of media impact across multiple devices? Marketers are looking to better understand the true effectiveness and ROI of mobile media. During this presentation, Zack Gore will present a case study on the results that a financial services client realized when implementing a cross-device measurement solution. Zack is currently the Senior Manager of Attribution Analytics at Endurance International Group.
Judah Phillips (SmartCurrent / Vizadata)
Judah will explain how analysts can elevate their ability to find insights and drive outcomes by framing business questions in ways that are solvable with machine learning techniques. Participants will learn classes of ML models to apply to relevant questions in the world of digital analytics and beyond, exemplified by real-world use-cases from hands-on practice. Judah Phillips is an award-winning consultant, entrepreneur, and author. He’s written three books on analytics and is part of the faculty at Babson and BU.
DAA Member: Free
Non Member: $10