IRI’s Aman Nanda to Discuss Evolution of Single Source Attribution Models at ad:tech New York




Aman Nanda, Principal, Strategic Analytics, IRI™

George Musi, Managing Partner, Analytics, Insights and
Attribution, Mindshare

Justin Petty, Vice President, Media Solutions &
Partnerships, 84.51°

Clayton Ruebensaal, Vice President, Global Marketing
Transformation, American Express



During ad:tech New York, IRI’s Aman Nanda will discuss single
source attribution models in a breakout session titled “The
Last of the Last Click Attribution,”
alongside Mindshare’s
George Musi, 84.51°’s Justin Petty, and American Express’s Clayton
Ruebensaal. In addition to this session, conference attendees can
visit IRI in booth No. 235 in the exhibit hall.



Despite the availability of analytics and data that provide deeper
insight into digital marketing programs, single source attribution
models persist as the standard method of recognizing marketing
success. However, as categories and distributions change, new
models, including heuristic and algorithmic attribution, are
becoming more effective in the quest to understand consumers and
purchase patterns. In order to activate growth, industry leaders
must deeply analyze marketing effectiveness and evaluate new models
of attribution.
Advertisers and marketers who attend the session will learn how
Dannon Yogurt identified differences between its buyer segments and
their responses to marketing levers, TV and trade, in order to
improve targeting and increase efficiency, budget savings and
incremental profit.


Thursday, Nov. 5, 2015; 10:30 a.m. EST


New York

The Javits Center

655 West 34th St.

New York, NY 10001

About ad:tech New York:

ad:tech is a conference and exhibition where the marketing, technology
and media communities come together to share new ways of thinking, build
strong partnerships, and define new strategies to address the key
industry challenges and opportunities.

About the IRI Partner Ecosystem:

IRI fundamentally believes that delivering differentiated growth for
clients requires deep, highly integrated partnering with a variety of
best-of-breed companies. As such, IRI works closely with a broad range
of industry leaders to create innovative joint solutions, services and
access to capabilities to help its clients more effectively compete in
their various markets and exceed their growth objectives. IRI is
committed to its partnership philosophy and continues to actively
enhance its ecosystem of partners through alliances, joint ventures,
acquisitions and affiliations. The IRI Partner Ecosystem includes such
companies as Oracle Data Cloud, The Boston
Consulting Group
, comScoreDatalogix (an
Oracle company), ExperianGfKIntageIpsosKantarMasterCard
, MaxPointMillward Brown Digital, RentrakSPINSUnivision and

About IRI:

IRI is a leading provider of big data, predictive analytics and
forward-looking insights that help CPG, OTC health care organizations,
retailers and media companies to grow their businesses. With the largest
repository of purchase, media, social, causal and loyalty data, all
integrated on an on-demand cloud-based technology platform, IRI helps to
guide its more than 5,000 clients around the world in their quests to
remain relentlessly relevant, capture market share, connect with
consumers and deliver market-leading growth. A confluence of major
external events—a revolution in consumer buying, big data coming into
its own, advanced analytics and automated consumer activation—is leading
to a seismic shift in drivers of success in all industries. Ensure your
business can leverage data at


Shelley Hughes, +1 312.474.3675