Working with Data-Driven Attribution in Toronto/CA

Creating a model for Live Events to track and boost Consumer Purchase Intention with Multi-touch Attribution Models.

As the Digital Advertising Industry moves towards more independence from the Big Techs, many opportunities are starting to emerge, especially related to the possession of consumer data.

Demographic data, contextual information, device ID, IP address, behavior, and user interests - things that were only accessible by Meta and Google - are now available to new players.

Global advertising companies, including multinational agencies, usually have extensive governance assets that are essential to keep the business running properly. 

On the other side, rigid administrations tend to offer less flexibility to their people, leading to weaker innovation impetus and unsubstantial regional desirability to improve value generation to clients.

What's was the long-term goal of the DDA Initiative?

This MVP experiment had the objective of demonstrating to stakeholders of a global engagement and live marketing agency emerging ways to track & boost Consumer Purchase Intention through its experiences, events, meetings, incentives, conventions, congresses, and expos.

To ensure viability while reducing enablement costs, I've proposed the use of open-source technologies and proprietary APIs that will compose a new set of Digital Assets for the company.

The purpose is to provide immediate and quick value addition to clients while minimizing development costs and securing revenue accountability.

Work in progress...