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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 modeled world using centralized data, and why every business should have a data roadmap, as well as how to build yours.

What you will learn:

 

  • How to overcome the challenges of high-value purchases
    • Long user journeys
    • Multiple stakeholders
    • Multiple devices and touchpoints
    • Justifying upper-funnel investment
  • How to build an attribution solution to better define your marketing investment strategy across the user journey
  • How to incorporate modeling and machine learning into your digital strategy
  • How to identify your data pain points and build your data roadmap
  • How the digital maturity solution will set you up for future success

Meet your speakers

 

David Howlett, Data Solutions Architect

 

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.

 

Laci Wiggins, EVP Americas

 

Laci Wiggins is the Executive Vice President of the US operation for Search Laboratory. Laci has 10+ years of experience in digital marketing, account management, and client services. As Search Laboratory grows in the US market, Laci continues to build relationships with current clients, identify new opportunities for growth, and drive business strategy to connect Search Laboratory to innovators in the technology and SaaS industries.

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