Marketers want to maximize return on ad spend (ROAS) and determine their customers’ paths to purchase. Multi-touch attribution fuels confidence to improve customer acquisition costs and lifetime value, and to evaluate campaign performance across all touchpoints. Customer journey analytics provide data and insights that allow marketers to optimize paths across marketing programs and content, and understand how consumers build relationships with their brands. This one-hour session touches on what marketers must know about attribution, and how it’s evolving; how to identify customer journeys to maximize ROAS; optimizing your campaign throughout the funnel with privacy-first data; and real-world examples of all of the above.

Speakers include: Martha Dubicki, Rakuten Advertising; and AJ Brown, LeadsRx (moderator)

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