The Attribution Fallacy: Your Marketing ROI is a Lie!

Every business owner seeks a quantifiable and clear relationship between their carefully planned marketing tactics and the revenue they generate. One of the biggest appeals of online marketing channels is their ability to directly attribute ROI – but can they actually do it? Until you know precisely what mix of marketing channels influenced consumer behavior, you don’t really know what works and what doesn’t. In this session, we’ll explore the reasons why direct attribution is a fallacy, and discuss methods to quantify your marketing using data, AI, and your businesses’ POS transaction details.


Corey O’Donnell | SVP of Marketing | Mobivity

Corey has more than 20 years experience in marketing, sales, and product innovation for enterprise-focused software and technology solutions. As Senior Vice President of Marketing for Mobivity, Corey is responsible for all aspects of the strategy, positioning and communications of the Mobivity platform, which is designed to provide Intelligent & Personalized Marketing in the Real World. Prior to joining Mobivity, Corey served as the Vice President of Marketing for Yodle, and spearheaded the creation and strategy of their Centermark platform. Centermark’s success helping network businesses unify, scale and optimize their marketing performance ultimately drove Yodle’s acquisition by in 2016.

Jordan Campbell | Digital Marketing Manager | la Madeleine Country French Café

Bio to come.

Jeremy Martin | SVP, Business Development | 3Cinteractive

At 3Cinteractive (3C), Jeremy is responsible for partnership, market and strategic opportunity development. Working closely with clients, he uses a combination of creativity and business acumen to engage with brands as a trusted partner who innovates, designs and delivers disruptive mobile programs. Jeremy has leveraged his deep mobile knowledge to help create products and offerings for some of America’s largest and most admired brands. Jeremy has more than 10 years of experience in mobile with a focus on business development, sales and client operations. Prior to joining 3C, Jeremy spent six years with Verizon Business as a branch manager in their enterprise practice.

Mark Tan | Sr. Product Manager, User Experience | Amazon

Mark Tan is currently a Sr. Product Manager at Amazon focusing on user experience for consumer sellers and used products. His work spans across different categories, which include video games, electronics, books, music and movies. He is also managing a non-profit organization, Luminated Career Consulting and acts as an advisor for the University of Washington, Foster School of Business BIG Consulting Program. Previously, he worked as Product Manager for Quixey, a mobile app search and discovery startup based in California, establishing groundwork for deep-linking during its early stages and integrating this technology to partners such as Alibaba.

session sponsor