Past Meetup

Marketing Attribution using the Customer Journey w/ Chen Zhao of Tableau

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Details

eSage Group's Seattle Marketing Analytics Group presents, Chen Zhao, Director of Marketing Analytics and Insights with Tableau, speaking about Marketing Attribution using the Customer Journey.

Join us on October 16th to hear Chen Zhao as she discusses how her team is transforming marketing attribution with Tableau.

Abstract:
The marketing analytics team at Tableau is working on a large-scale marketing attribution analysis that involves building up our comprehensive customer journey data across many marketing channels, and attributing true effect of marketing to these channels. We use a combination of Markov Chain Model and traditional Media Mix Model to produce a simulation of how spend across channels impact leads and revenue. Along the way, we uncovered the power of visualization in making complex models accessible to end-users, and helping everyone “see” the model.

You can view Chen Zhao's LinkedIn Profile here: http://bit.ly/2PNuGTm

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eSage Group ( http://bit.ly/2f0JdMj ) is the organizer and sponsor for the LA ( http://bit.ly/2nhl5GP ) and Seattle Marketing Analytics Groups.