In this session, we’ll dive into impactful approaches for using event optimization, attribution modeling, and incrementality testing to improve the performance of your paid marketing channel mix. You’ll learn about the different methods that successful companies take to allocate their marketing budget to channels to drive performance, from brand marketing and top of funnel channels like TV and YouTube to bottom of the funnel performance channels like Search and Paid Social, and how you can apply it to your own efforts.

After this session, you’ll be able to

• Set-up a modern data stack for judging paid media
• Know which attribution model to use for your company
• Use incrementality tests to help you decrease your blended CAC