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.
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.