Speaker Presentations

A disruptor in its own space, Casper is the award-winning, direct to consumer sleep company that has built a reputation on producing technically advanced products based on data and science. Casper is also data-driven when it comes to connecting their marketing efforts to revenue. In this session, Hairong Crigler Ph.D., SVP, Marketing Analytics and Data Science at Casper will share how it currently blends Media Mix Modeling (MMM) and Multi-Touch Attribution (MTA) to gather insights and solve for and identify business challenges and opportunities. She will also discuss Casper’s quest for an all-encompassing MTA solution and what’s in store for them in the future.

This session identifies the challenges and obstacles marketers face in the MTA process and maps out marketers’ journey from the stage of gaining familiarity with MTA to the stage of successful deployment. A Journey Map for marketers created by MMA MATT is presented, detailing the steps of the process required for successful MTA implementation. A description of how MATT deliverables can become handy in each of these steps, is also provided.

Data sharing, and more specifically, the ability to link ad serving and content viewing with conversions at a user level, is at the heart of a successful Multi-Touch Attribution (MTA) deployment. However, practices and regulations, such as “Walled Gardens” and GDPR compromise the completeness and accuracy of MTA modeling. This session will discuss these restrictions and offer four workaround strategies marketers can use when implementing MTA in a data sharing restricted environment.