With just 5-weeks to go until the Data & Digital Effectiveness Leaders Masterclass kicks-off in Manchester, we’re delighted to confirm that the official keynote will be delivered by Jaywing’s Marketing Practice Director, Dr Catherine Kelly and Hermes’ Head of Marketing & Digital, Kyle Fedyszyn. Full details of the keynote session are below and you can also view the live programme here.

Say goodbye to guess work: Discover four steps to data-driven attribution modelling 

In today’s tough retail environment, marketing budgets are under increasing scrutiny, with the justification of marketing activity being the biggest challenge marketers face. Siloed, channel-based reporting that requires self-correction is no longer enough, there is an industry-wide necessity for a more sophisticated, accurate way of understanding and measuring marketing performance and ROI.

In the session, Catherine and Kyle will share four steps to a best practice data-driven approach to attribution and how Hermes is looking at data, not just for attribution, but for complete business transformation:

• Step 1: Collecting the right data to describe and understand the full customer journey
• Step 2: Constructing the model and predicting the possibility of success for every journey
• Step 3: Using the insights gained to optimise your marketing strategy
• Step 4: Running budget scenarios and quantifying the impact of moving your marketing budget between channels and campaigns
• [Case example] How Hermes are using effectiveness insights to improve customer experience for consumers and retailers, and how this is starting to facilitate operational change across the business.

If you’d like to attend the #DIGITALMANC19 event, which will take place at the Museum of Science and Industry in Manchester on Wednesday 1st May 2019, please register here.