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WELCOMEWelcome to the Attribution Accelerator! We’re so glad you could join us.

Marketing mix modeling and digital attribution are powerful tools that help us understand which touchpoints drive

consumer conversions. But they need to evolve. As attribution moves beyond digital, it needs comprehensiveness

and -scientific rigor. As marketing mix modeling moves beyond traditional, it needs more granularity, timeliness,

and actionability.

Brought to you by Sequent Partners, Time Inc., Viant, GreenBook, and a variety of expert partners, the Attribution Accel-

erator is a new fast-paced forum chock-full of opportunities to learn, collaborate, network, and influence the future. With

the Attribution Accelerator, we’ve brought together some of the brightest minds in marketing measurement for a unique

forum designed to quicken the pace of innovation, fortify the science, and galvanize the industry toward new solutions.

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to help! If you have any questions for us following the event, just email us at

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follow us at @InsightNovation for updates!

DOWNLOADING PRESENTATIONSAll speaker presentation deck PDFs will be uploaded to our event website over the

next week. We’ll send an email to you once they’re available!

AGENDA

7:30AM–8:30AMRegistration & Welcome Smoothies

8:30AM–8:45AMWelcome & Opening Remarks

Alice K. Sylvester, Jim Spaeth (Sequent Partners)

& Christine Wu (Time Inc.)

8:45AM–9:05AMKeynote: The Unrelenting Demand for Better

Marketing ROIs – Can Analytics Deliver?

Tony Pace (Cerebral Graffiti, Former Subway, &

Association of National Advertisers)

9:05AM–9:45AMMarketers Views: Integrating Digital &

Traditional – Can Attribution Modeling

Get There?

Moderated by Damian Garbaccio (Nielsen

Marketing Cloud) with panelists Theresa

LaMontaigne (Verizon), Brittney Henderson

(WeightWatchers), Michael Wexler (Citibank)

& Eamon Boyle (Assembly)

9:45AM–10:25AMMarketers Views: Improving

Actionability – Can Mix Modeling Match

the Speed and Granularity of Attribution?

Moderated by Tina Moffett (Forrester) with

panelists Doug Jensen (Estee Lauder), Brian Smith

(Mediabrands Insights) & Shawn O’Neal (Unilever)

10:25AM–10:45AMPeople-Based Advertising: The Key to

Next-Generation Attribution

Tim Vanderhook (Viant)

10:45AM–11:00AMNetworking Break & Innovation Showcase

11:00AM–11:40AMAdTech – Beyond Targeting To ROI

Moderated by Josh Chasin (comScore) with panelists

Taylor Schreiner (TubeMogul), Pravin Chandiramani (Simul-

media), Pete Doe (Clypd), & Alex LePage (Rubicon Project)

11:40AM–12:00PMGo Beyond the Silo of Digital Attribution

Towards Full Customer Attribution™

Nigel Foote (Ipsos MMA EMEA)

12:00PM–12:20PM Frontline Report: The Mobile Marketing

Association Attribution Study

Joel Rubinson (Rubinson Partners) & Greg Stuart (MMA)

12:20PM–1:05PMLunch & Innovation Showcase

1:05PM–1:40PMPanel: Next Generation Data to Fuel Next

Generation Models

Moderated by Scott Lichtenthal (Booz Allen

Hamilton) with panelists Daniel Tjondronegoro

(Beatgrid Media), James Fennessy (Standard

Media Index), Sean Muller (iSpot.tv) & Srishti

Gupta (IRI Media Center of Excellence)

1:40PM–2:00PMFrom Solutions to Systems – The Era of

Clouds is Upon Us

Mark Zagorski (Nielsen Marketing Cloud)

2:00PM–2:30PMManagement Commentary: Issues & Priorities

Moderated by Alice K. Sylvester (Sequent

Partners) with panelists Adam Weiler (Spark

Communications), Ravi Parmeswar (Johnson

& Johnson) & Thomas Bauer

(McKinsey & Company)

2:30PM–2:50PMUsing First Party Purchase and Geo-Location

Data to Optimize Mobile Campaigns in Flight

Bijal Shah (Ibotta)

2:50PM–3:20PM Techniques That Work...Those That

Don’t, and Why

Moderated by Ken Mallon with panelists

Michael Cohen (Covertro & AOL Platforms),

Nancy Smith (Analytic Partners), Leslie Wood

(Nielsen Catalina Solutions), Rex Briggs

(Marketing Evolution) & Dirk Beyer (Neustar)

AGENDA

3:20PM–3:40PMNetworking Break & Innovation Showcase

3:40PM–4:10PM The Epic Challenge – Delivering ROI, Not Audiences

Moderated by Kris Magel (Initiative US) with panelists

Caryn Klein (Time Inc.), Casey Carey (Google) &

Larry Allen (Turner)

4:10PM–4:30PMRethinking Ad Effectiveness

Chris Kelly (Survata)

4:30PM–5:25PMInnovations for Your Consideration – An Innovation Fair

Moderated by Jane Clarke (CIMM), presentations by Michael

Wolfe (Bottom-Line Analytics), Chris Rorie (Foursquare), Dan-

iel Tjondronegoro (Beatgrid Media), Alison Lohse (Conversion

Logic), Haren Ghosh (analyticMIX), Carla Holtze (Parrable),

Matt Voda (Optimine), & Aden Zaman (Samba TV)

5:25PM–5:55PM Panel: The Vision, The Roadmap, and The Promise

Moderated by Jim Spaeth (Sequent Partners) with

panelists Gayle Fuguitt (The Advertising Research

Foundation), Erin Matts (Annalect), Michael Eichorst

(Citibank) & Kevin Moeller (UM)

5:55PM–6:40PMClosing Remarks & Networking Reception

Sponsored by Survata

The marketing world has never been more complex.

Consumers are generating more data than marketers can

handle as they watch, buy, and interact across physical

touch points and digital screens. Advertisers have the

opportunity to market more effectively than ever before,

but in trying to make sense of all this data, they are faced

with a dizzying array of “point solutions” that do little to

make managing and employing all of this data any easier.

Marketers must also factor in changing consumer

expectations when it comes to advertising. Finding

messages that resonate has become a far more byzantine

task. Adding to these challenges, there is increased

pressure from the executive suite to quantify the

return-on-investment (ROI) for advertising. With over

69% of Fortune 1000 companies unable to quantify the

long-term impact of their marketing spend (and 63%

unable to quantify short term impact1) we’ve got a bit

of a problem on our hands, to say the least.

Enter the Marketing Cloud Arriving at the confluence of all of these trends was the

marketing cloud. Filled with functionality, promising clarity

and promoting simplicity, the first wave of offerings was

heavy on firepower, but light on real results. The number

of apps (email, CRM, DMP, etc.) included in the marketing

cloud rapidly took precedence over how well they worked

together. Additionally, like any engine, these marketing

stacks were only as good as the fuel powering them. In

many cases, marketers were running turbo-powered V-8s

on lawnmower fuel, and the results showed. Marketers

remained confused and unimpressed by the new tech on

the block.

Data Quality Makes its Mark As marketing clouds proliferate, it has become increasing-

ly clear that the old adage “garbage in, garbage out” not only

applies to the challenge marketers face in gaining the critical

insights needed to accelerate the power of their newly ac-

quired toolsets, but also in their ability to improve marketing

ROI. The difference between a successful marketing cloud

implementation and a less than stellar one is the quality of

the data. It all starts with the precision of the insights avail-

able about consumers and what is driving their behavior.

Holes or gaps in this data result in faulty conclusions.

The way many marketing stacks respond to the data

challenges we face is to “go big.” Unfortunately, “bigger”

on its own is rarely better. All big data has bias and cov-

erage gaps. If marketers really want to have confidence in

the consumer information they receive, they need to ask

how their audience models are being built and if those

models are being calibrated with a representative set of

real people. This type of “cleansing” exercise helps make

all that big data much smarter.

Harnessing the Power of Data Science The next step is to bring media planning, marketing

activation and campaign analytics together in a single

workstream. To start, marketers need to be able to con-

duct complex analyses on a wide range of consumer and

media information, including their own first-party data and

ARTICLE: MAKING SENSE OF MARKETING CLOUDS

[1] Source: “Companies lack quantitative metrics to demonstrate marketing spend impact,” Slide 60, CMO Survey Report: Highlights and Insights, CMOSurvey.org, Feb 2016.

Mark Zagorski,EVP of Nielsen Marketing Cloud

data from third-party sources. Next, they need to be able

to reach consumers across devices in a consistent and

meaningful way, easily evaluate the results and optimize

tactics as quickly as possible.

For example, a consumer packaged goods (CPG) com-

pany can use marketing cloud based applications, such as

a Data Management Platform (DMP), to connect consum-

er purchase data from multiple third-party sources to its

first-party information from places like its CRM, website or

mobile app.

Armed with these data insights, this company can now

generate more relevant messages encouraging consum-

ers to switch from another brand, buy more of their own

product, or take other actions to drive loyalty. Furthermore,

through a continuous cycle of consumer data analysis and

device mapping the right marketing cloud can help this

brand see users across multiple devices and analyze in

real-time what’s working and what’s not.

Not All Marketing Clouds Have a Silver Lining If results, not feature lists, are the metric by which mar-

keting clouds are evaluated then data quality and analytics

are what will make one stack stand above the rest. Market-

ers should look for marketing cloud providers that under-

stand how to best apply consumer and media data first,

with analytics capabilities a close second.

The right combination of data and marketing technology

enables companies to cut through the complexity of big

data, achieve a fully-integrated view of their customers and

power more efficient, better performing marketing. The

wrong system, overburdened by features and running on

low octane data, will deliver incomplete results, betraying

the promise of an “integrated stack.”

ARTICLE: MAKING SENSE OF MARKETING CLOUDS

Mark brings almost 20 years of digital marketing

leadership to his role as head of the Nielsen Marketing

Cloud and the former-CEO of eXelate. Since launching

eXelate’s U.S. operations in 2008, Mark has expanded

the company’s global data footprint to over 2 Billion

consumers, grew its application ecosystem to include

over 150 partners and launched its market leading

enterprise data platform, now the heart of the Nielsen

Marketing Cloud. In March of 2015, Mark successfully

led the sale of eXelate to the Nielsen Company, the

global leader in measurement and analytics.

Mark has been at the forefront of digital disruption

since 1997 when he joined Modem Media Poppe Tyson,

a pioneering digital ad agency and birthplace of the first

banner ad. Following his agency tenure working for

clients like IBM, Priceline and Standard & Poor’s, Mark

was appointed President of WorldNow, which ushered

over 300 TV stations into the digital age. He later helped

newspapers evolve online as Chief Marketing Officer

and Corporate EVP of MediaSpan, where he built its

1400+ affiliate local network.

ABOUT MARK ZAGORSKI, EVP, NIELSEN MARKETING CLOUD