Pioneering multi-channel attribution for the lack of comprehensive solutions
Lucie Šperková
Pioneering multi-channel attribution for the lack of comprehensive solutions
Recently, multi-channel attribution has become an increasingly debated topic in digital advertising. Marketing performance analysts agree that standalone metrics such CPA or CPM ignore either the observable effort or observable performance and need to be tied together, but they cannot agree on an ultimate approach towards attribution. There is no uniform framework, but there are many criteria which should be followed, depending on the business case and type of performed campaigns. This lecture may be slightly provocative – Lucie will tell us about why Adexpres decided to move from the built-in attribution models in media platforms such a Google Analytics to their own models and how they work with it.
Lucie má jak akademické, tak praktické zkušenosti s Business Intelligence v prostředí bankovnictví, e-commerce a marketingu. Stála u zrodu jednoho z největších českých datových skladů založených na cloudových technologiích a poté se připojila ke společnosti Adexpres. V současné době žije v Sydney, kde pracuje na svém doktorském výzkumném programu v zákaznické analytice.
