Track 6 – Attribution - Sponsored by Adobe

State of Play: Managing The Stack

Tuesday October 10th • 1:30 pm - 2:15 pm • Room 220-222

In 2012, Gartner analyst Laura McLellan famously predicted that, by 2017, Chief Marketing Officers would spend more on IT than Chief Information Officers. Well, here we are. Those headlines are now the new reality. But that doesn’t mean marketing executives have slipped easily into this new expectation. With big budgets comes big responsibility. In this data-drenched marketing landscape, how do you build the right stack to meet your business objectives to serve you in both the near term as well as satisfy the enterprise for scale?

Key learnings in this session will include:

  • Choosing the right stack solution for your brand
  • Making sense of the more than 3,800 marketing tech solutions out there
  • Ensuring the data captured throughout your marketing stack is being properly harmonized

Who should attend? Data scientists, analysts, quants, media planners and other marketers tasked with understanding and implementing campaign attribution and reporting solutions.