Measurement and Attribution (Two Day Workshop)

Seats are limited and confirmation of attendance will be required in advance of the session.           Please note that this workshop lasts two days.

 

Marketing’s impact on the overall business is worth very little if not measured appropriately. And, once measured, a marketer needs to be able to understand the resulting impact on customer behavior in order to make better decisions in the future. At an industry level, these activities of measurement and attribution have been codified into a series of tools and techniques that can either be implemented internally or in cohort with industry partners/providers.

This two-day workshop, suitable for those with either limited exposure to – or just getting to know about – measurement and attribution practices, will cover what every marketer needs to know about the measurement and attribution ecosystem. Participants will learn the key players, practices, technologies, and terminology employed in measurement and attribution, as well as the ethical requirements that must be kept top of mind when dealing with data. They will learn the approaches to accessing different types of marketing data, as well as the tools and techniques used to measure and attribute consumer behavior across marketing channels. Lastly, participants will learn to assess their own organizational readiness for starting/improving such activities.

Who is this Workshop for?

This workshop is ideal for marketers with limited exposure to measurement and attribution, and that want to have a comprehensive understanding of what goes into marketing and attribution activities. Suitable for:

  • Marketing Coordinators, Managers and Directors

  • Business Owners

  • Fundraising and Nonprofit executives

  • B2B and/or B2C Marketers

  • Applicable across most industries
  • *Note: This workshop is not a comprehensive hands-on approach to building attribution models.

Download the full benefits here


Day 1

  • Introduction to Measurement and Attribution (90 min)
  • Break (15 min)
  • Cross Device Tracking Approaches (90 min)
  • Lunch (60 min)
  • Who and What of Measurement and Attribution (90 min)
  • Break (15 min)
  • Attribution Tools (90 min)

Day 2

  • Thinking as the Customer (90 min)
  • Break (15 min)
  • The Challenges of Social Media (90 min)
  • Lunch (60 min)
  • Measurement Techniques (90 min)
  • Break (15 min)
  • Organizational Readiness (180 min)

when

Start: Tuesday, September 15, 2020 at 9:00am

End: Wednesday, September 16, 2020 at 5:00pm

WHERE

Reed Smith LLP
355 South Grand Avenue
28th Floor
Los Angeles, CA 90071

Registration Pricing

Client-Side Tier Platinum Tier Gold Tier Silver Tier Individual Nonmember
Registration
Measurement and Attribution (Two Day Workshop) Client-Side Tier $0 Platinum Tier $0 Gold Tier $799 Silver Tier $999 Individual $1,399 Nonmember $1,399

Instructors

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.