Measurement and Attribution (Two Day)

(Two Day Workshop)

Understand the latest in accessing different types of marketing data, technology and processes – while learning the tools and techniques used to measure and attribute consumer behavior across marketing channels. Connect what you already know about relevant industry activities to your own organizational readiness for starting/improving such activities.

Who is this workshop for?

  • Marketing Coordinators, Managers and Directors
  • Business Owners
  • Marketing Consultants and Specialists
  • Fundraising and Nonprofit executives
  • B2B and/or B2C Marketers
  • Applicable across most industries

Workshop Benefits

The benefits of attending this workshop fall under the following key drivers of growth: improving marketing effectiveness, increasing marketing efficiencies, and maximizing marketing ROI. 

This workshop helps attendees improve marketing effectiveness by teaching them:

  • The business value of measurement and attribution practices
  • To recognize the similarities and differences between readily-available and proprietary online attribution tools
  • A review of various tools and techniques

This workshop helps attendees increase marketing efficiency by teaching them:

  • How to assess types of data, connecting consumers across various channels and identifiers, and appropriate measurement techniques.

This workshop helps attendees improve marketing ROI by teaching them:

  • To review both marketing mix modeling and attribution analysis to determine recommended media allocation
  • Recognize the distinguishing characteristics of organizational readiness for measurement and attribution activities

Download the full agenda here


trainer

Don Hinman

Founder, dhConsulting

Don Hinman is a data -driven marketing consultant. He helps marketers and others understand and utilize marketing data across multiple customer-centric channels. Don is often referred to as “Dr. Data” due to his experience and expertise across the industry in the creation and use of data in data marketing applications.

In the past two years, Don has provided consulting services for a number of organizations.

  • Development of materials and education courses in Data and Audience Management for the Data & Marketing Association (DMA).
  • Establishment of a Data Governance Process for a Services Provider supporting Small to Medium sized Financial Institutions.
  • Created a Chief Data Officer role as well as other data support activities for one of the top Marketing Services Provider.
  • Advised a major Investment Banker in the assessment of the competitive market position of a potential acquisition.
  • Provided Expert Witness advice in an alleged patent infringement case involving data marketing.
  • Provided Expert Witness advice for a Data Provider pursuing possible copyright infringement and unauthorized use of data.

His previous work experience includes:

  • Senior Vice President for Data Strategy for Epsilon Data Solutions (2007-2014). In this role, Don lead the data asset utilization functions for Epsilon’s data products. He previously served as SVP for Products for ICOM and Abacus.
  • Past Chair of the Direct Marketing Association’s Committee on Ethical Business Practices.
  • Former member of the Board of Trustees for Marketing Edge (f/k/a DMEF).
  • Honored with a Silver Apple Award from the Direct Marketing Club of New York (2013). He frequently speaks at conferences and seminars in direct marketing, CRM and database marketing industries.
  • Executive Vice President and Senior Principal for The Allant Group (2005-2007).
  • Group Leader for InfoBase Products at Acxiom Corporation (1994-2005). In that role, he led the product management of Acxiom’s data centric products, including InfoBase consumer and telephone enhancement, list products, and analytic and segmentation products. Don was also the Data Content Group Leader in the Data Division at the Acxiom Corporation.
  • Vice President and Performance Group Manager for National Demographics & Lifestyles Inc. (1984-1994) in Denver, CO, where he was responsible for Product Development, Management and improvement of direct marketing lists and segmentation/modeling services.

Don received his Ph.D. in Mass Communications from Bowling Green State University (Ohio) in 1979.