Chango's VP of Strategy, Premal Shah, shared his insight at the SES conference this year during a session titled "Beyond the Last Click".
During this session you will learn how to manage digital marketing programs the right way by examining:
-The impact of the rise of mobile traffic (paid clicks, etc.).
-The different types of attribution models.
-ROI-driven Facebook Exchange, Twitter Ads API, Google Enhanced Campaigns, and Bing Product Ads (as newly introduced ad formats), and where marketers should allocate their ad spend.
-The right and wrong ways to measure viewthrough attribution.
-Why retargeting may be overvalued, causing marketers to waste money.
-The increasing value of social media for advertisers.