Attribution modelling is one of the biggest challenges in building an effective investment strategy. With growing changes across technology, government regulation and consumer privacy awareness, it’s becoming increasingly difficult to track a user. This problem is even more challenging if you sell high-value products or services, where a user may take upwards of six months to complete a purchase.
Most considered purchases of a sizeable value require multiple visits from a customer before a decision is made. It is very common that this decision is not made in isolation and may involve various stakeholders, such as a partner, which makes for a tracking nightmare.
In this workshop, you will learn how to overcome the challenges faced by companies selling high-valued purchases, how to shift towards a modelled world using centralised data, and why every business should have a data roadmap, as well as how to build yours.
David has worked at Search Laboratory for seven years, starting in paid media and then moving into digital strategy. Currently a Data Solutions Architect, his experience is centred around utilising the power of cloud-based solutions (BigQuery, TensorFlow) to extrapolate and model value within our clients’ data. He’s worked with a multitude of retail clients including, Ann Summers, Oasis Fashion, and Withings.
Ian Harris is the founder and Executive Chairman of Search Laboratory. A trained mathematician, Ian set up Search Laboratory in 2005 to provide clients with transparent, evidenced-based digital marketing services. This highly analytical and ethical approach remains a core value in the business that now employs over 140 people and manages millions of dollars, pounds and euros of their clients‘ online media investments each month.
