- This event has passed.
Marketing Attribution Is Here – Get the Real Scoop!
September 17, 2015 @ 6:00 pm - 8:30 pm
Advances in tracking across marketing channels make it possible to properly credit each channel for its contribution to a variety of outcomes. But this can be logistically and analytically complex. In practice, getting value from attribution analysis is often more about continuous progress along a thoughtfully-developed path than about a destination. Cesar Brea, author of “Marketing and Sales Analytics” (Pearson FT Press, 2014) and founder of Force Five Partners, will moderate a panel discussion including seasoned executives and leading vendors working in this space.
6:00 – 6:45 pm Event Check In & Networking
6:45 – 7:00pm Event Opening Remarks by AMA Boston
7:00 – 8:00pm Moderated Panel Discussion
8:00 – 8:30pm Q&A
AMA Boston is excited about the caliber of our attribution experts for this event. Learn more below:
Chris Madaus is a veteran multichannel retail executive with experience across multiple categories. Most recently, Chris was Group Vice President, Marketing Strategy, Brand and Operations at Walgreens. Chris held various senior roles at Staples, including responsibility for European Marketing, Marketing for Staples.com, and Global Marketing at Customer Insight. Earlier, Chris was a strategy consultant at Bain & Company, and a Relationship Manager in Bank of America’s High Technology Division
Bob Sherwin joined Wayfair in 2013 to run Wayfair’s Acquisition Marketing programs. Prior to Wayfair, Bob was an Engagement Manager at McKinsey & Co, a strategy consultancy, where he lead teams and advised clients at multiple Fortune 100 companies. He started his career at IBM’s Business Consultant Services, where he worked with Federal Agencies to improve data infrastructure and operational efficiency through leveraging big data analytics. Bob holds a B.B.A in Finance and Economics from The College of William and Mary, an M.E.M (Master of Engineering Management) from Northwestern’s McCormick School of Engineering, and an M.B.A. from Northwestern’s Kellogg School of Management. Bob is a proud husband and father.
Manu Mathew, Co-Founder & CEO, Visual IQ
Manu Mathew is the co-founder and chief executive officer of Visual IQ. He is responsible for directing the company’s growth by expanding its client base to include Fortune 500 and Internet 1000 advertisers that face performance and optimization challenges inherent in multi-channel marketing. He is also responsible for expanding the capabilities of the company’s IQ Intelligence Suite of leading edge cross channel marketing attribution software products that help brands and agencies recognize opportunities for optimization hidden in their marketing performance data. Prior to co-founding Visual IQ, Manu served as the managing director of Carat Fusion’s Boston office where he managed the agency’s national CRM practice and helped triple the revenue and profitability of that office in three years. Before joining Carat, he served as chief operating officer at Vizium, a digital marketing services agency. He helped grow Vizium from initial inception in 1999 to the sale of the firm to Carat in 2002.
An accomplished author, Manu has written articles for publications such as Forbes, Direct Marketing News, iMedia Connection and others, and has spoken at industry events for organizations such as the iMedia Summits, OMMA, ad:tech and Forrester Research. He also sits on the Public Policy Council of the Internet Advertising Bureau (IAB).
Key takeaways for attendees:
- What it is: a clear definition of attribution analysis
- How it works: the basics of both top-down and bottom-up appraoches
- What it’s like: examples of implementing and using attribution analysis
- What we’ve learned: tips for getting maximum value from attribution analysis
- How to start: how to make the first move beyond last-click
Free for AMA Members, $25 for Non-Members