Beyond the Last Click: Using Attribution to Power Smarter Multichannel Personalization

Personalizing customer experiences across channels is only half the battle — knowing which touchpoints are actually driving engagement is what separates good marketing from great marketing. But when attribution data lives in silos, it's nearly impossible to act on those insights in time to matter, especially across different channels. In this session, we'll explore how attribution insights can inform and elevate your personalization strategy across email, web, mobile, and paid channels. You'll learn how to:

• Connect insights to real-time personalization decisions across every channel
• Identify which touch points carry the most influence — and tailor messaging accordingly
• Move beyond last-click thinking to build a full-funnel view that drives more relevant customer experiences
• Align your attribution model with your personalization goals to maximize ROI across your entire marketing mix