11-26, 15:30–16:00 (Europe/Madrid), Room 1
Intro
First-Touch Attribution
Last-Touch
Linear
Time Decay
Data-Driven
II. Practical Implementation
Data Collection & Integration
Cross-Device & Cross-Channel Tracking
The "Dark Funnel"
Improving Customer Journey
Aligning Sales & Marketing
Understanding Attribution Models: Start by explaining the complexity of the customer journey in a multi-channel digital world. It's rarely linear.
Common Attribution Models (and their "dark sides"): Detail each model, its pros, cons, and when it's most (and least) appropriate. Critically analyze the inherent biases of each.
First-Touch Attribution: Credits the very first interaction. Good for awareness campaigns, but ignores subsequent influences.
Last-Touch Attribution: Credits the very last interaction. Simplistic, but often used for direct response.
Linear Attribution: Distributes credit equally across all touchpoints.
Time Decay Attribution: Gives more credit to touchpoints closer to the conversion.
Algorithmic / Data-Driven Attribution (MDA - Multi-Touch Attribution): Explain how advanced analytics, machine learning, and statistical modeling
II. Practical Implementation & Challenges
Data Collection & Integration: Emphasize the necessity of a robust data infrastructure – CRM, analytics platforms (Google Analytics 4, Adobe Analytics), marketing automation tools, and consistent tagging (UTM parameters).
Cross-Device & Cross-Channel Tracking: Discuss the difficulty of tracking a single user across multiple devices (phone, tablet, desktop) and different platforms (social, search, email).
The "Dark Funnel" & Indirect Influences: Acknowledge that not all influences can be directly tracked (e.g., word-of-mouth, PR, brand equity building, competitor research that doesn't involve your digital assets).
Improving Customer Journey: Understanding touchpoints helps optimize the customer experience and identify friction points.
Aligning Sales & Marketing: Attribution provides a common language and data set for these two departments to collaborate more effectively.
Career Journey & Expertise
Sales & Team Leadership
Began as a sales representative in retail, where within a year you were promoted to team leader—demonstrating early leadership and operational reliability
Transitioned into B2B sales, gaining 5 years of experience in client acquisition and relationship building
Strategic Shift to Marketing
Pivoted into marketing to align with your passion for understanding customer behavior, decision-making drivers, and causal insights. With over a decade of marketing experience, you've helped multiple companies expand remotely and consistently built high-performance teams that continued to excel after your departure