Marketing pioneer John Wanamaker once famously said, “Half the money I spend on advertising is wasted; the trouble is, I don’t know which half.” Marketers today do not have the luxury of saying that even though they still too often make emotional and gut-based decisions on their digital marketing spend rather than data-driven decisions based on how customers are truly responding. Understanding the touch points across all the noise across all channels across siloed teams makes properly measuring performance an imperative to success. You will leave this session with real-world examples and tactics that you can use to leverage attribution for higher conversion of your performance media spend.