We are just over a week out form ATS London. The agenda for the full-day event is now live. One of the more intriguing discussions scheduled for the day is the Measurement & Attribution. Attribution is currently one of the hot sectors in ad tech – with an increasing number of vendors moving into attribution over the past 12 months. Not to be outdone, the agencies are also investing heavily in building businesses around attribution modelling for clients. ATS London has assembled some of the leading thinkers in enterprise analytics, measurement and attribution space to discuss the challenges of developing robust models that helps buyers ascertain the value of all media channels. The panel will include:
» Brad Terrell: VP & General Manager, Digital Media, Netezza
» Samuel Watts: Associate Director, Data & Analytics, Starcom Mediavest
» Ciaran McConaghy: Group Head of Data & Analytics, Havas Digital
» Gustav Von Sydow: CEO & Co-Founder, Burt
The debate will be lead by the eminent Jon Barron, CRO and Co-Founder, Tagman.
That Measurement & Atrribution panel in full:
Jon Baron, CRO/Co-Founder, Tagman
As Chief Revenue Officer and Co-founder of TagMan, Jon is responsible for the Company’s strategic planning and sales as well as corporate and partnership development efforts. Jon’s career in the digital media industry began in 1997 where he spent 10 years at Microsoft, building MSN’s first multi-national sales team for the US, EMEA and Asia. After Microsoft, he joined hypertext and rich-media network Vibrant Media as VP of International Sales. Jon is the commercial lead for TagMan Europe.
Gustav Von Sydow, CEO & Co-Founder, Burt
Gustav von Sydow is the CEO and founder of Burt, the Swedish software startup helping the advertising industry become more clever and creative with data. Prior to founding Burt, Gustav was an award-winning advertising strategist and developer, creating campaigns, websites and applications for start-ups as well as the Fortune 500 companies. He is a frequent speaker at conferences for advertising and internet technology, and has presented at Cannes Lions, Web 2.0, Techcrunch50, DEMO and Eurobest.
Brad Terrell, VP & General Manager, Digital Media, Netezza
Brad Terrell is responsible for maximizing the value that Netezza, an IBM company, delivers to the many innovative digital media firms that power their large scale data analysis initiatives with Netezza’s data warehouse appliances. Before joining Netezza, Brad led digital media initiatives at Endeca as Director of Business Development and helped fuel the firm’s rapid growth from $10M to over $100M in annual revenue by penetrating new markets with innovative product solutions, partnerships, and strategic sales. Prior to Endeca, Brad helped design and launch products including the Spyglass Mosaic web browser, IBM PowerPC microprocessor, H&R Block online investing website, and FlightSafety International’s FAA Level C-certified flight simulators. Brad’s entrepreneurial experience includes co-founding and serving as president of ElectricWish.com, ranked among the top 5 e-commerce sites on the web by ZDNet in 1999, and M-Nova, a pioneer in product development outsourcing to Eastern Europe. Brad holds an MBA from MIT Sloan and a computer science degree from Rice University.
Samuel Watts, Associate Director, Data & Analytics, Starcom Mediavest
After graduating with a degree in Economics from the University of Surrey, Watts spent two years working in economic research within investment banking and hedge funds. After deciding that media was a much more interesting place to use his analytical skill set, he joined SMG as an analyst five years ago, moving up through the ranks to the position of Associate Director.
He has two key roles within The Analytics Practice. Firstly, he leads the econometric analysis department, delivering projects across a large range of clients such as More Than, Bupa, Autoglass and GSK, through Europe, Middle East and Africa. Secondly, he has developed Pathfinder™, SMG’s approach to online click path analysis, using a combination of an online data-driven approach combined with more traditional offline techniques. Sam has also been instrumental in the development of EIC™, SMG’s approach to social measurement.
Watts was recognised by Campaign magazine in their ‘Class of 2010’.
Ciaran McConaghy, Group Head of Data & Analytics, Havas Digital
Ciaran is responsible for delivering data and analytics strategy and best practice across both Arena Media and Media Contacts in the UK. This includes outlining the digital vision to clients, showing how data and analytics can benefit their businesses – from media planning & buying through to web analytics and CRM.
Prior to joining Havas Digital, Ciaran headed up Advertiser Analytics in EMEA at Microsoft where he worked with many of the UK and Europe’s leading online advertisers, delivering custom analytics solutions to improve advertiser ROAS and customer engagement.
He has over 15 years experience in analytics and business intelligence across a variety of digital sectors including Mobile telecoms, digital TV and Broadband.
Ciaran is a recognised speaker on issues of data, analytics, attribution and CRM.
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