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Gaining Truth and Actions from Attribution

Attribution has been a hot marketing buzzword.

And it deserves the buzz, given the importance of connecting the dots between marketing campaigns and revenue driven.

While B2B marketers have tracked attribution routinely, it is tricky to measure true attribution which may connect the dots from the original campaign to revenue generated, through intermediate campaigns.

Increasing the ROI from marketing campaigns depends on how well true attribution is measured.

Consider the case where a cold call feeds into an email nurture stream which persuades the prospect to sign up for a demo. Say, the actual sale happened as a result of the demo. It is easy to attribute the sale to the demo, but surely the cold call and the email nurture stream played a part in preparing the prospect.

So, who should get the credit? Should the attribution be spread among all of them? If so, did they contribute equally, or is there some way to attribute the revenue appropriately among them?

These are questions to explore during the discussion.

This quandary is especially relevant when these events span many months, and there are several different attribution chains that need to be tracked in this manner.

As a long-time practitioner himself, Abdallah Al-Hakim has built the foundations for true attribution at Bluejeans to steer his marketing team to revenue growth. In a Q&A session with Full Circle Insights, he will share with you what he learned during that exercise.

Join us to learn how to extract actionable insights from the typical attribution metrics.

The setting

This is part of our roundtable series with a happy hour setting. Registration covers one drink ticket and appetizers.

There is ample time to network both before and after the presentation and discussion.

For this roundtable, we return to the Silicon Valley, but to a brand new location, the Turn Restaurant in Los Altos! Parking is plentiful, both in front and at the back parking lot. And the company is sure to be stimulating.

We've had sell-out crowds for all of our roundtable events since April 2016 when this new happy hour series started. Don't miss out, make sure you secure your seat!

Save the date, May 22, and register to attend the roundtable before you're left with no space!

Gaining Truth and Actions from Attribution

by Abdallah Al-Hakim and Christine Vermes

Monday, May 22, 2017 from 6:00 PM to 8:00 PM (PST)

Turn, 295 Main St, Los Altos, CA 94022

Secure Your Seat Now!

 

abdallahalhakimheadshot-1

Abdallah Al-Hakim is Business Operations Manager, Systems & Infrastructure at Bluejeans.

Abdallah leads the Systems and Infrastructure team at BlueJeans.

His team works on automating & designing scalable system architecture for acquiring & retaining customers.

Abdallah is experienced in building marketing operations and infrastructure for B2B tech companies.

 

christinvermesheadshot-1Christine Vermes is VP and Head of Marketing at Full Circle Insights.

Christine is responsible for all aspects of marketing at Full Circle Insights. She leverages a rich track record in marketing with a noteworthy breadth in the discipline, nearly two decades in the making.

Christine's career spans key executive roles in the startup and agency worlds, strategy and implementation roles at Intel — where she rose to Corporate Brand Director responsible for managing the company’s entire worldwide brand identity — and even a stint with the governing body of polo as CMO responsible for growth of the sport.

As a longstanding manager of complex marketing programs, Christine believes in motivating fiercely creative and passionate teams, and augmenting them with strong agency relationships. In February 2013, she was named one of the “Top 50 Women Brand Marketers” by Brand Innovators.

Christine holds a BA in International Business and French from Cornell College.

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Abdallah Al-Hakim and  Christine Vermes on
Gaining Truth and Actions from Attribution
May 22, 2017, 6:00-8:00 PM
Turn
295 Main St, Los Altos, CA