Marketing Attribution in 2025: Methods, Limitations, and Practical Decisions
A focused session on marketing analytics practice. Hands-on, direct, and built around real data scenarios.
About This Event
Attribution has become one of the most debated topics in digital marketing, partly because the available methods disagree with each other and partly because the tracking infrastructure that attribution depends on is eroding. This event brings together practitioners who work with these problems daily — not to sell solutions, but to compare what actually works in current conditions.
Three speakers present case studies from different industries: retail, SaaS, and lead generation. Each presentation covers the attribution setup used, the problems encountered, and the adjustments made after reviewing results. Presentations are followed by a moderated panel where attendees can ask specific technical questions.
Artem Kovalenko, head of analytics at a Ukrainian retail group, will present findings from a 14-month experiment comparing last-touch, linear, and modeled attribution across paid and organic channels. His data shows where the models agree, where they diverge, and which divergences actually changed budget decisions.
- Cookieless tracking: current state and practical alternatives
- First-party data collection strategies
- Incrementality testing basics
- Budget reallocation decisions based on model output
- Panel discussion with Q&A
Session Program
Conference Program
-
Opening remarks (10:00–10:15)
Context setting: why attribution decisions matter and what this event covers.
-
Case study 1 — Retail attribution
experiment (10:15–11:00)
Artem Kovalenko presents 14-month data comparing three attribution models. Includes methodology, errors encountered, and final conclusions.
-
Case study 2 — SaaS lead tracking
without third-party cookies
(11:00–11:45)
How a B2B SaaS company rebuilt its attribution stack using server-side tagging and CRM integration after losing cookie data in 2023.
-
Case study 3 — Incrementality testing
in lead generation (12:00–12:45)
Practical walkthrough of a geo-based holdout test used to measure true channel contribution beyond attributed conversions.
-
Panel discussion (12:45–14:00)
All three speakers respond to audience questions. Topics include tool selection, team structure, and reporting to leadership.
Format & Details
Spots are filling up — registration closes soon.
Once the session is full, we add a waiting list. Secure your place now or reach out if you have a question before registering.