Marketing Attribution - Taking the guesswork out of marketing
Today, the typical customer journey spans multiple channels, from browsing online and buying in-store, engaging on social media networks to more traditional offline media. With so many touchpoints now in the mix and the customer journey constantly evolving, gaining true customer based insight on the impact of your marketing spend has become a complex process.
About the speakers
Michael Plimsoll, Industry Marketing Director, Adobe
Michael is a seasoned innovative marketer focused on driving efficiencies and improved return on investment through the better use of data and analytics. He currently works for Adobe Systems Europe.
Prior to this, he worked at BSkyB where he was responsible for leading and implementing the strategy for optimising the online media channels through in-depth attribution modelling and better insight. He was also responsible for improving BSkyB’s Audience Management capabilities, allowing the business to buy, target and re-target advertising in more efficient ways through the better use of its own data. Michael also oversaw the on-site Test & Learn program, delivering improved conversion rates through not only A/B and Multivariate Testing, but also on-site behavioural targeting.
Michael has also held various client service roles within the creative agencies of Ogilvy and Wunderman Interactive, working on such account as American Express, Microsoft, IBM and BT. Within these roles he oversaw the delivery of successful BTL marketing campaigns for both B2C and B2B.