ATTRIBUTIONACCELERATOR201710.12.2017

Time Inc.

New York City

Attribution Accelerator is imagined and presented by

Attribution Accelerator 2017 is supported by

BE A BUYER.• UseSaviotopostyourprojects:shortorlong-term,adhocorongoing

• Explorethemarketplacetofindexperiencedresearchprosready toworkonyourproject

• Flexupordownwiththeright talenttomeetyourneeds

BE AN EXPERT.• Createaprofileandbepartof thetalentpoolavailableforbuyerstochoosefrom

• Accessnewbusinessopportunitiesbyhelpingresearchbuyerswithprojectsinyourareaofexpertise

• Workflexiblehourstomatchyourlifestyleorotherneeds

Build your free profile today atwww.savio.pro

CREATED BY

Savvy insights experts, on demand.Savio is a marketplace connecting market research buyers with research experts. Use Savio for a task, for an entire project, or for services not provided by the online research tools you use.

WELCOME TO THE ATTRIBUTION ACCELERATOR

01

Download our mobile appTo access the most accurate up-to-the-minute version of the agenda and to connect with other

attendees, download the Bizzabo app for OSX or Android, search for Attribution Accelerator 2017, and

press Join to access the event information. The access code to join the online community is timeinc.

Get connected via wi-fiThe network is Time Inc Guest, and the username is TIG113016. Please refer to the slideshow

in the presentation room for the network password.

Need help?If you have questions on-site, please stop by the badge desk and we’ll be happy

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

iiexevents@greenbook.org, and we’ll get back to you ASAP.

Tweet about the eventJoin the conversation online using the event hashtag: #attribution2017 – you can also

follow us at @GreenBook 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!

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

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

Accelerator is returning in its second year with even more opportunities to learn, collaborate, network, and influence the

future. We’ve brought together some of the brightest minds in marketing measurement for a unique forum designed to

galvanize the industry toward new marketing solutions.

This year, we’ve expanded our agenda into two tracks, making the event even more interactive. You’ll have the chance to

partake in workshops for a hands-on learning approach, participate in roundtable discussions to debate industry problems

and solutions among industry leaders and your peers, and hear directly from our speakers and panels on stage about where

the industry is headed. Get ready for a day of inspiration, connection, and learning.

SOLUTIONS.ACTION.IMPACT.The future of marketing measurement is here

at Attribution Accelerator. Prepare yourself for

a full day of networking, discussion, and

collaboration with your fellow industry pros.

Learn what tomorrow holds for the future

of marketing measurement. Participate in

hands-on workshops to find new solutions for

your business. Join roundtable discussions

to hear from peers and thought leaders on

issues affecting the industry.

7:30AM-8:45AMRegister at the desk on the 2nd floor, then grab your badge on the 6th floor and join us for coffee, food, and smoothies

(courtesy of Survata) in the Innovation Showcase room.

WELCOME: REGISTRATION & BREAKFAST SMOOTHIES

8:45AM-9:00AMWelcome & Opening Remarks

Alice K. Sylvester (Sequent Partners) & Judith Hammerman (Time Inc.)

9:00AM-9:15AMWhy The C-Suite is Scared to Death of Attribution

John Leeman (Former CMO FreshDirect, Co-Founder True Customer Group)

PLENARY SESSION 6th floor, AuditoriumChaired by Alice Sylvester

AGENDA

9:15AM-9:30AMAT&T’s Journey To Actionability Through Attribution

Anubhavi Gupta (AT&T), Charlie Hinton (AT&T) & Mike Finnerty (Neustar)

9:30AM-9:45AMDelivering the Attribution Promise for Global Brands

Kristina Kaganer (Coty)

9:45AM-10:00AMClosing In on Real Time Actionability at Kellogg’s

Jeff Doud (Kellogg Company)

TRACK 1: HOW BRANDS ARE SOLVING FOR THE ATTRIBUTION PROMISE 6th floor, AuditoriumChaired by Scott McDonald

03

AGENDA

10:45AM-11:00AMCheck out our exhibit showcase while joining your fellow industry pros for snacks and coffee.

10:00AM-10:15AMGetting Advertising Right! The Keys to Unlocking

Attribution Modeling

Dave Poltrack (CBS Corporation, CBS Vision)

& Leslie Wood (Nielsen-Catalina)

10:15AM-10:30AM15 Mins Q&A + Panel Discussion

Moderated by Scott McDonald (ARF) with panelists

Charlie Hinton (AT&T), Kristina Kaganer (Coty), Jeff Doud

(Kellogg Company), Dave Poltrack (CBS Corporation,

CBS Vision) & Leslie Wood (Nielsen-Catalina)

10:30AM-10:45AMThe Persuadables

Stuart Schneiderman (Time Inc.)

TRACK 1: HOW BRANDS ARE SOLVING FOR THE ATTRIBUTION PROMISE 6th floor, AuditoriumChaired by Scott McDonald

10:00AM-10:15AMRoundtable: Using Competitive Intelligence

to Win Your Market (1st Session – 6th floor Foyer)

Discussion moderated by Mark Kapczynski (Envestnet | Yodlee)

10:15AM-10:30AMRoundtable: Using Competitive Intelligence

to Win Your Market (2nd Session – 6th floor Foyer)

Discussion moderated by Mark Kapczynski (Envestnet | Yodlee)

TRACK 2: ROUNDTABLE DISCUSSIONS 6th floor, FoyerChaired by Mark Kapczynski

11:00AM-11:15AMPeople-Based MTA: The True Path to Conversion

Dan Creekmore (Facebook)

11:15AM-11:30AMHave Algorithm, Looking for Data

Matthew Krepsik (Nielsen)

PLENARY SESSION: INTEGRATING THE DIGITAL GIANTS 6th floor, AuditoriumChaired by Ravi Parmeswar & Jim Spaeth, Ph.D

MORNING BREAK: NETWORKING & INNOVATION SHOWCASE

04

AGENDA

12:20PM-1:15PMJoin us for lunch, network with industry colleagues, and check out exhibits showcasing new technologies.

11:30AM-11:45AM15 Mins Q&A + Panel Discussion

Moderated by Ravi Parmeswar (Johnson & Johnson)

with panelists Dan Creekmore (Facebook)

& Matthew Krepsik (Nielsen)

11:45AM-12:00PMMarketing Intelligence: Solving the Real-World Puzzle

of People-Based Marketing

Wayne St. Amand (Visual IQ)

12:00PM-12:20PMAre You Ready for the Truth About Attribution?

Greg Stuart (Mobile Marketing Association)

& Joel Rubinson (Rubinson Partners)

TRACK 1: INTEGRATING THE DIGITAL GIANTS 6th floor, AuditoriumChaired by Ravi Parmeswar & Jim Spaeth, Ph.D

11:30AM-12:10PMWorkshop: The Impact Real Cost Data Has On ROI

(4th floor, Room 4.S228)

James Fennessy (Standard Media Index), Bill Harvey

(Bill Harvey Consulting), & Nancy Smith (Analytic Partners)

LUNCH BREAK: NETWORKING & INNOVATION SHOWCASE

1:15PM-1:30PMProgrammatic Media Cannot Predict The Weather

Michael Kaushansky (Havas North America)

1:30PM-1:45PMMeasuring the Brand Impact of Digital Advertising

Chris Kelly (Survata) & Josh Billig (Microsoft)

TRACK 1: INTEGRATING THE DIGITAL GIANTS 6th floor, AuditoriumChaired by Ravi Parmeswar & Jim Spaeth, Ph.D

1:15PM-1:30PMRoundtable: Digital Attribution Starts with Granular

Investment Data (1st Session – 6th floor Foyer)

Discussion moderated by James Fennessy (Standard Media Index)

1:30PM-1:45PMRoundtable: Digital Attribution Starts with Granular

Investment Data (2nd Session – 6th floor Foyer)

Discussion moderated by James Fennessy (Standard Media Index)

TRACK 2: WORKSHOPS 4th floor, Room 4.S228Chaired by Gregg Archibald

TRACK 2: ROUNDTABLE DISCUSSIONS 6th floor, FoyerChaired by James Fennessy

05

AGENDA

1:45PM-2:00PMAttribution Tales from the Field

Michael Heberle (IPG Mediabrands)

2:00PM-2:15PMLessons Learned: The Evolution of Unifying

Digital & Traditional Attribution

Michael Cohen, Ph.D (Oath: Convertro,

NYU Stern School of Business)

TRACK 1: FITTING MODELING TECHNIQUE TO MARKETING PURPOSE 6th floor, AuditoriumChaired by Nancy Smith

1:45PM-2:30PMWorkshop: From Attribution to Action: Lessons

Learned from Attribution

(4th floor, Room 4.S228)

Bhanu Bhardwaj (IRI Worldwide)

TRACK 2: WORKSHOPS 4th floor, Room 4.S228Chaired by Gregg Archibald

2:15PM-2:30PMEvaluating Cross-Platform Attribution Modeling With Randomized Experiments

Elea McDonnell, Ph.D (Drexel University)

2:30PM-2:45PM15 Mins Q&A + Panel Discussion

Moderated by Nancy Smith (Analytic Partners) with panelists Michael Heberle (IPG Mediabrands),

Michael Cohen, Ph.D (Oath: Convertro, NYU Stern School of Business) & Elea McDonnell, Ph.D (Drexel University)

2:45PM-3:00PMSimulation: Attribution That Takes You Further

Greg Silverman (Concentric) & Patrick Richard (inVentiv Health Communications)

3:00PM-3:15PMMulti-Touch Attribution for TV: Best Practices

Sean Muller (iSpot.tv)

PLENARY SESSION: FITTING MODELING TECHNIQUE TO MARKETING PURPOSE 6th floor, AuditoriumChaired by Nancy Smith

3:15PM-3:30PMCheck out our exhibit showcase while joining your fellow industry pros for snacks and coffee.

AFTERNOON BREAK: NETWORKING & INNOVATION SHOWCASE

06

AGENDA

3:30PM-3:45PMThe Negative Impact Of Blurry Media Data On ROI Estimates

Alice K. Sylvester (Sequent Partners)

3:45PM-4:00PMModeling Twice Removed from Reality: Attribution Modeling with Lookalike Modeled Targets

Gerard Broussard (Pre-Meditated Media) & Stacey Schulman (Katz Media Group)

4:00PM-4:15PMNavigating the Identity Graph for Attribution: People, Households, Cookies, Devices & More

Rick Bruner (Viant)

4:15PM-4:30PM15 Mins Q&A + Panel Discussion

Moderated by Jane Clark (CIMM) with panelists Alice K. Sylvester (Sequent Partners), Stacey Schulman (Katz Media Group),

Gerard Broussard (Pre-Meditated Media), & Rick Bruner (Viant)

4:30PM-4:45PMGetting Control of Audience Data

Ted McConnell (Lucid)

4:45PM-5:05PMTransforming Marketing To Once Again Drive Growth: 5 Mandates for Marketing ROI Measurement

Thomas Bauer, Ph.D (McKinsey & Company)

5:05PM-5:10PMClosing Remarks

Jim Spaeth, Ph.D (Sequent Partners)

PLENARY SESSION: HOW DATA QUALITY IMPACTS MODELING OUTCOMES 6th floor, AuditoriumChaired by Jane Clark

5:10PM-6:10PMJoin your fellow attendees in the Innovation Showcase room for the networking reception, courtesy of Survata!

NETWORKING RECEPTION

07

DON’T MISS OUR UPCOMING EVENTS.

• IIeX Behavior November 7 - 8, 2017 in Chicago

iiexbehavior.insightinnovation.org

• Insights Marketing Day November 9, 2017 in Chicago

imd-chicago.insightinnovation.org

• IIeX Asia Pacific December 12 - 13, 2017 in Bangkok

iiex-ap.insightinnovation.org

• IIeX Europe February 19 - 20, 2018 in Amsterdam

iiex-eu.insightinnovation.org

• IIeX Health March 27, 2018 in Philadelphia

iiexhealth.insightinnovation.org

• IIeX North America June 11 - 13, 2018 in Atlanta

iiex-na.insightinnovation.org

ROUNDTABLE SPONSOR LANYARD SPONSOR

THANKS TO OUR SPONSORS & PARTNERS

EXHIBITOR

MEDIA PARTNERS

VISIONARY SPONSOR PREMIER SPONSOR

THANKS TO OUR SPONSORS

PREMIER SPONSORS

SPOTLIGHT SPONSOR

LEADERSHIP SPONSORS

CONNECTION SPONSOR