Hatch:Attribution

Tue, 01 October 2019, 9:00 AM - Wed, 02 October 2019, 5:30 PM [GMT]

United House, North Road, London, Greater London, N7 9DP, United Kingdom

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Event Information

Tue, 01 October 2019, 9:00 AM - Wed, 02 October 2019, 5:30 PM [GMT]

About the Event

This 2-day workshop is designed and taught by Google’s former Head of Attribution, Dr Gabriel Hughes, who will share advanced practices on tackling the challenges of marketing attribution – including:

- How an efficient attribution model will gather the activities of users across different channels, and how this can be integrated to form a complete picture of user behaviour and the customer journey.

- How to obtain the valuable data you need from behavioural patterns through a variety of sources without violating GDPR requirements.

- How to get a clear picture of user interactions through customer journey algorithms, data sampling and matching from a trackable pool of customers.

 

4 key areas you’ll also cover at Hatch:Attribution

1. USER JOURNEYS

  • Purchase journeys and how they differ by vertical
  • Why good tag management is so fundamental to success
  • What’s wrong with a last click attribution model?

 

2. ATTRIBUTION MODELS

  • An explanation of multi-touch attribution by its inventor
  • How they compare; linear, last click, first touch, time decay and more
  • Attributing CPAs and how to choose the right model

 

3. REGRESSION AND MODELLING

  • Data-driven attribution and how to apply regression
  • Looking at the role of time series and stationary
  • The role of technology and attribution management platforms

 

4. EXPERIMENTAL METHODS

  • How to run effective A/B tests
  • Adwords, Facebook, manual, and geo-testing made easy
  • Business actions to take from attribution-driven analysis

Event Location

About the Organizer

Founded by Google and Facebook veterans, Hatch was born because our founders’ kept coming across the same problem with their clients; they found it increasingly difficult for their teams to stay up to date on the latest skills and techniques in today’s unpredictable digital landscape. To solve this problem, Hatch created a portfolio of advanced-level 2-day workshops and bespoke training programmes that are constantly revised and updated to suit the current digital climate.

CONTACT ORGANIZER View other events

Event Speakers

Gabe Hughes
Founder of Metageni

Gabe is widely acknowledged as one of the leading authorities on attribution in Europe today. He is the founder of analytics software provider Metageni, and spent 2 years as VP Analytics at Elsevier, the world’s largest science publisher. Prior to that, Gabe was Google’s Head of Attribution for 6 years.

https://www.htchgrp.com/workshop/hatchattribution