Multi-channel attribution is an increasingly vital ingredient in every organization’s marketing analytics and technology armory. However, there is no one attribution solution that is perfect for all businesses. Conor McGovern (Global Marketing Analytics Lead, Accenture Digital), will discuss the critical success factors and decision points for driving the maximum value from attribution. He will outline how some of the world’s leading brands are future-proofing themselves in this space and showcase examples of integrated, holistic attribution solutions.