DataWeek 2013 Conference & Festival

The absolute most important metric in marketing intelligence is return on ad spend. Rules based attribution (such as last-click and last-touch) is fundamentally flawed as it ascribes a customer’s conversion completely to pre-set touchpoints, without taking into account whether an ad has been in view, and therefore had the potential to even cause a conversion. In an industry where up to 60% of ads are out of view and up to 30% of impressions are suspicious of being fraudulent activity, we can’t put all our attribution eggs in one basket. The primary metric of return on ad spend needs to get back to being based on causation. In this lighting talk, Scott Knoll, CEO of Integral Ad Science, will explain how attribution is evolving and how data can help advertisers understand the true causal effect of their campaigns. This session will teach attendees how to optimize their most effective media partners for future campaigns and boost thei r return on ad spend.