NEW YORK, NY--(Marketwire - Sep 25, 2012) - C3 Metrics, the leader in viewable impression technology, including the ability to see through iFrames and advanced advertising attribution, today announced that Jeff Greenfield, COO and co-founder of C3 Metrics, will speak at "Measurable Marketing in the Path-to-Purchase," presented by the NYU Stern Center for Measurable Marketing on September 28, 2012.
NYU Stern's Measurable Marketing in the Path to Purchase (MMP2P) is a gathering of marketing pioneers and top academics exploring the increasingly complex path-to-purchase and the customer experience at the pre-purchase, at-purchase, and post-purchase phases. The one-day event will feature speakers from Groupon, NBC Universal, Frito-Lay, Path to Purchase Institute, Shoparoo, Interpret LLC., NYU Stern School of Business, The Wharton School, Boston University, Katz Graduate School of Business at the University of Pittsburgh and more.
Greenfield will present "Attribution Modeling in the Real World (Not Always Academic)."
On paper attribution modeling makes all the sense in the world. With an average of 31 advertising stimuli in a sales funnel, a CMO would never ignore the demand creation of the upper funnel ... or would they? The majority, in fact, do ignore attribution and define success by a race to the bottom of the conversion path, giving 100 percent credit to the very last stimuli. Even under fire for ROI accountability, CMOs aren't jumping onto the big data bandwagon of attribution, as obvious as it might be. Greenfield has the inside track on roadblocks to implementing attribution nirvana and will lay out the philosophical/technological approach the advertising ecosystem is accepting today.
Following his presentation, Greenfield will join Josh Chasin, chief research officer for comScore, and Dr. P.K. Kannan, chair of the department of marketing for the University of Maryland, in a Q&A around how digital channels influence shopping behavior and how CMOs can leverage viewable impressions, viewable conversions and advanced attribution to improve return on ad spend.
For more information, or to register, visit www.cmmconference.com or www.c3metrics.com/events
About C3 Metrics
C3 Metrics is an award-winning digital media technology company providing solutions for viewable impressions, viewable conversions™ and online advertising attribution to agencies, brands, publishers, networks and DSPs. C3 Metrics' suite of real-time, predictive solutions capture all consumer interactions with marketing messages online and off, while ensuring digital marketing resources are allocated to only the highest performing, viewable advertising impressions. Marketers receive a single source of truth for all of their data, which they use to improve return on ad spend through optimization and real-time communication. Headquartered in New York with offices in California, C3 Metrics is comprised of leading experts in the field of digital and television measurement from DoubleClick, eBay, PepsiCo, Yahoo! and Nielsen.