Axiomatic Attribution: A path to finally answering the question 'How effective is your advertising?'
There are many questions we ask of the myriad data sources available to us, but they all boil down to one: "Is my advertising effective?"
Last-click and last-view metrics we know to be faulty but a workable solution continues to elude us. Join Exponential CTO, Alex Saldanha, as he demonstrates how Axiomatic Attribution could finally present an answer to how we value all the marketing touch points in a consumer's journey to a sale. And, even better, how you can pass that information to your vendors in near real-time to help them make better decisions about how to provide value.
About the speakers
Alex Saldanha, CTO, Exponential Interactive
Alex Saldanha brings 20 years of commercial software development and innovation to his role as Chief Technology Officer of Exponential®. He co-founded Cadence Berkeley Labs, a division of Cadence Design Systems, Inc. in 1993 where he worked on the research and development of technologies related to Computer Aided Design of Integrated Circuits. Alex served on the Senior Leadership Council at Cadence and was a member of the Technology Steering Group for the company from 1997-1998. He co-founded Softface, Inc. in 1998 where he served first as CEO, then as CTO until 2001. Softface was recognized as a software leader for Spending Analysis with its technology to automatically classify plain text descriptions into structured information. Ariba, Inc. acquired Softface in 2004. Alex was nominated in 2004 as a Pro-to-Know by Supply and Demand Chain Executive Magazine.
Alex Saldanha received his B. Tech. in Computer Science from the Indian Institute of Technology - Madras, and a PhD. in Computer Science from the University of California - Berkeley. Alex has over 50 publications in journals and conferences and has received a best paper award at the VLSI Design Conference. He holds ten patents.