Prepare. Assemble. Hack. The Building Blocks of Attribution in Google Analytics saturday 16:35 - 17:10

Sandra Camacho usa

Sandra Camacho

Sandra has a Colombian name, American citizenship, and lives in Paris. In the French branch of Google she’s been a specialist in attribution models in web analytics since 2010. And as if this wasn’t enough, she’s also a free-lance designer. At the Festival, she will be offering her perspective (uncensored) – on the data some of you provide.

The discussion about attribution models is still in. And Sandra is surely going to build it on real examples!

Lecture description

Attribution is one of the biggest buzzwords in digital marketing. Some say it’s game-changing, some say it's broken, and almost everyone says it’s complicated. This presentation will show how to set up the building blocks of attribution in Google Analytics and how to hack the data to draw richer insights from attribution reporting.

You will walk away with tips on how to steer your practice of attribution away from simply choices of arbitrary models and towards richer customer and marketing insights that you can put into action through experimentation.

Why shouldn't you let this lecture pass you by?

  • Build a sound data foundation, conceptual knowhow, and objectives for your attribution projects
  • Set up your baseline reporting properly in Multi-Channel Funnels
  • Hack your data to go beyond basic insights using filtering, segmentation, and other customizations
  • Ready your insights for controlled testing, the outcomes of which can be used to inform your attribution model