Hatch:Attribution

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