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Mastering Buyer Journey Analytics & Attribution Modeling

Description

One touch marketing is dead. See multi-touch buyer journeys in action and discover how attribution impacts metrics and business outcomes. In this session, you will learn best practices on configuring buyer journey, determine how to gain insights from journeys, and learn how to assess performance of buyer journey.

Contributors

  • Kashif Khurshid

    Kashif Khurshid, Senior Manager of Marketing Analytics, Platforms & Technology, Alert Logic
    Kashif Khurshid is a leading expert in Digital Marketing & Marketing Operations with over 14 years of experience in both B2B & B2C space. He is currently Leading the Marketing Analytics & Technology Team at Alert Logic (SaaS) with Pipeline Marketing, Customer Journey Modeling, & MarTech Stack Management. He has held many Digital Marketing leadership roles at organizations such as Waste Management, Charles Schwab, NRG (Reliant) Energy and TravelClick and has a special knack for enabling the "Services" product into the Digital Eco-System. Kashif has been a speaker at many events such as Emetrics, Adobe Summit, AMA and others. He also established the Houston chapter for Web Analytics Wednesdays in Houston. Kashif is native to Texas. He holds an MBA in Finance and an MIS from University of St. Thomas. He completed his undergraduate from University of Houston in Marketing and Finance. When he is not at work, you may find him on bewildered lands and off-road parks trying to free up his jeep from the dirt just to make it back to Houston and in time for dinner with his lovely wife and two daughters.