eTail East 2017

August 14-August 17, 2017

The Sheraton, Boston


Greg Stuart

Global CEO
Mobile Marketing Association
Greg’s digital pedigree is that he is as old as ‘digital-dirt’, having his first ‘interactive’ job leading digital for the ad agency Young & Rubicam in 1993. Since then, there have been nice successes, including an IPO and more. But also a bunch of failures, some good idea’s badly done or just bad ideas to start. He currently serves as CEO for the Global trade-group the Mobile Marketing Association, which operates in 12 counties with 800 member companies, and serving mostly major marketers, such as P&G, Allstate, Coca Cola, Walmart, T-Mobile, 1800 Flowers and others. MMA was a total reboot and is now 3x in revenue when he started.

Main Day Three: Next Generation eCommerce Day– August 17

10:50 AM Multi-Touch Attribution –The Holy Grail Of Marketing Measurement

The good, the bad and the ugly of MTA

Everyone talks about the importance or marketing measurement, but is Multi-Touch Attribution (MTA) really the answer that we have all been waiting for, or too good to be true? This session will demystify this extremely complicated area and speak practically as to how a retailer can utilize multi-touch attribution. Attendees will walk away with the confidence and knowledge they need to properly select and apply MTA approaches to their own organizations.

Attendees will understand:

How to define Multi-Touch Attribution (MTA), why is MTA so damn hard and what do other marketers and retailers tell us about how they use it/judge it and what to expect if you do yourself.

What $3 million in research and data revealed, proving that Multi-Touch Attribution might be the most important tool that marketers must have.

How the industry is working to clean up Multi-Touch data and break down Walled Gardens and what that means for your business.

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